CHAPTER – 1
Learning Objectives:
● To Learn about the Digital Marketing Strategies and concepts
● Digital Marketing Planning and Execution Concepts
● Social Media Marketing
● Email Marketing
● Search Engine Optimization (SEO)
● Running Digital Campaigns on Digital Platforms
Outcomes achieved:
● Creating a Value added Customer Survey in planning Digital Marketing
● Planning a strategy on paper for brand and product specific
● Creations of various types of posts in Social Media accounts
● Sending different types of emails and achieving the Traffic visits to
targeted locations
● Using of SEO tools and concepts to make web pages get good indexing
● Creation and running of Paid and Organic campaigns in Meta Business
Suite and Google Ads.
Activities
● To Create Business pages, Blogs, Google Sites and backlinks in various
pages.
● Creation of digital campaigns in Social Media pages and Search
Engines (Paid and Organic)
CHAPTER – 2
A. Introduction of the Organization
Innogeecks Technologies is based out of Vijayawada is formed by a group of
alumni from IIIT Bangalore and IIIT Hyderabad and it is registered as a firm.
Our teams have been providing IT and ITES services to independent clients
located in Vijayawada and Bangalore as a freelance group since 2010.
Previously it was a part of Innogeeks Global Services Private Ltd. and now it is
a part of Innogeecks Technologies (OPC) Private Ltd. Our areas of expertise
include Cyber Security, Cloud Computing, Blockchain (DLT), Data Analytics,
Big Data Technologies, AI & ML and Internet of Things (IoT). Our core team has
an average experience of 14+ years and majority of them are the alumni of
premier tier-1 institutes like IIIT- Bangalore, IIIT-Hyderabad etc. At Innogeecks
Technologies, we design programs in consultation with industry experts to
meet the real-time needs of industry in both job and research standpoint. Our
skill development vertical coordinates with our product development &
consulting wing to keep the program content up to date.
B. Vision, Mission, and values of the Organization Vision:
IGT (Innogeecks Technologies) vision is to provide quality oriented training to
improve technical and communication skills which makes the candidates
more effective and industry ready, thus by improving the employability factor.
Mission and values of Organization: To develop methodologies and
frameworks which can be used by undergraduates and postgraduates from
engineering and general degree schemes to enhance their employability
factor.
C. Policy of the Organization, in relation to intern roles.
The idea of internship is to enhance the student’s ability to adapt and impact
the workplace post their academic success and to gain hands-on experience
in the specified industry sector.
D. Organizational Structure
E. Roles and Responsibilities of the Employees in which the intern is
placed.
Employees are Responsible for giving the proper training regarding
Internship programs. Role of an employee is to complete the assigned
Projects. Train the students technically strong with their Projects. Makes
hands- on experience of their Projects.
CHAPTER – 3
Working Conditions
● Interns having classroom training in Digital Marketing, Social Media
Marketing and Search Engine Optimization.
● Intern also has the daily 2 – 3 Hours Hands on experience in the lab
sessions regarding their Digital Marketing Campaigns.
Equipment Used
System – Computer / Laptop Operating System – Windows 10 / 11
Tools / Applications Used:
Google Adsense
Meta Business Suite
SEMrush
Google Analytics
Google Sites
Blogger
Task Performed
Task -1: Your Digital Marketing Strategy
Task -2: Developing a Content Marketing
Task -3: Crafting a Digital Advertising Plan
Task -4: Understanding Social Media Marketing
Task -5: Following Email Marketing Best Practices
Task -6: Designing Your Search Marketing Strategy
Task -7: Applying Website Analytics to Your Digital Marketing
Task -8: Competitive Research for Search Engine Optimization
Task -9: Key Word Research for Search Engine Marketing
Task -10: Crafting Ads for Various goals of Paid Traffic using Meta Ads
Task 11: Crafting Ads for Various goals of Paid Traffic using Google Ads
Abbrevations:
DM - Digital Marketing
SMM - Social Media Marketing
TOFU - Top of the Funnel
MOFU - Middle of the Funnel
BOFU - Bottom of the Funnel
CVJ - Customer Value Journey
SEM - Search Engine Marketing
SEO - Search Engine Optimization
Day Wise Schedule:
Week 1:
Day Work Done Outcomes
Day 1 What is Digital Marketing? Introduction to various
Digital Marketing Strategy
& Plans
Day 2 4 key aspects of Digital Marketing The Methods
The Metrics
The Roles
The Lingo
Day 3 Digital Marketing Strategy Customer Value Journey
8-step process of crafting
your digital marketing
strategy
Day 4 Digital Marketing Strategy Customer Value Journey
8-step process of crafting
your digital marketing
strategy
Day 5 Digital Marketing Strategy Customer Value Journey
8-step process of crafting
your digital marketing
strategy
Day 6 Curtomer Value Journey Goals (8 Customer Value Journey
points) 8-step process
Digital marketing is the act of promoting and selling products and services by
leveraging online marketing tactics such as social media marketing, search
marketing, and email marketing.
The Customer Value Journey is the strategic foundation of everything we do
here at DigitalMarketer. It’s the master template upon which every other
digital marketing discipline and tactic is built. Learn all 8 stages and how
you’ll use them to create a winning strategy for your business.
The Methods: the strategies and processes you’ll use to create your plan and
execute it in your own business. This is the bulk of each chapter— because in
digital marketing, how you execute a strategy is key.
The Metrics: the numbers you’ll watch to measure your success and identify
areas that need tweaking.
The Lingo: the terminology used by experts, so you can communicate
intelligently.
The Roles: the people in your organization who will likely have responsibility
for planning and running each tactic.
Week 2:
Day Work Done Outcomes
Day 1 Examples on Awareness - Real time exposure to
Engagement Customer Value Journey
Day 2 Examples on Subscribe - Convert Real time exposure to
Customer Value Journey
Day 3 Examples on Excite - Ascend Real time exposure to
Customer Value Journey
Day 4 Examples on Advocate - Promote Real time exposure to
Customer Value Journey
Day 5 Case Study 1 A Study on Customer Value
Journey on a Product (Air
Conditioner or Beauty
Product)
Day 6 Case Study 1 A Study on Customer Value
Journey on a Product (Air
Conditioner or Beauty
Product)
With a Customer Value Journey that strategically builds relationship with new
prospects and converts them into loyal, repeat customers. This Journey is the
process every prospect goes through to become a new customer
It’s how strangers become buyers and, eventually, raving fans of your
business.
Step 1: Awareness
This step is pretty self-explanatory: It’s where the person becomes aware of
you. After all, nobody is born knowing who Apple or Amazon are. At some
point they have to become aware of these companies if they are to become a
customer
Step 2: Engagement
Engagement, is where you start conversing with your prospects. You engage
them through some form of content that provides entertainment,
information, or both. Engagement is something that must continue
throughout the Customer Journey.
Step 3: Subscribe
The person gives you their contact information and, in doing so, grants you
permission to contact them again in the future.
Step 4: Convert
This is a critical stage in the Customer Journey, At this stage, to ask for a
significant investment in a complex product or service
Step 5: Excite
Your new customer has had a transaction with you. A small transaction, sure,
but a transaction nonetheless.
Step 6: Ascend
At this stage of the Value Journey, you’ve sunk time, money, and resources
into acquiring leads and customers and making sure they get value from
doing business with you.
Step 7: Advocate
An advocate is someone who speaks positively about your brand.
Step 8: Promote
Promoters differ from advocates in that they are actively seeking to spread
the word about your brands, products, and services.
Week 3:
Day Work Done Outcomes
Day 1 Developing a Content Marketing How to develop
a content for
marketing (SMM
& Digital
Marketing)
Day 2 Awareness, Evaluation and Conversion content Content
Marketing Development on
Awareness,
Evaluation &
Conversion
Day 3 How to write a content and points to remember
Do your research
Research, Indoctrination, Languages e.t.c
Speak their
language
Develop your
voice
Be positive
Day 4 Developing Content for Awareness A Study on
Content
Development on
a Product
Day 5 Developing Content for Evaluation A Study on
Content
Development on
a Product
Day 6 Developing Content for Awareness A Study on
Content
Development on
a Product
Perfect Content Marketing is Full Funnel
1. Awareness – The prospect must first become aware that there is a problem
and that YOU or your organization have a solution for it. (This is where your
blog excels.)
2. Evaluation – Those who move through the Awareness Stage must now
evaluate the various choices available to them, including your competitor’s
solutions and, of course, taking no action at all to solve the problem.
3. Conversion – Those that move through the Evaluation Stage are now at the
moment of truth—purchase. At DigitalMarketer, our goal at this stage is to
convert leads into frequent and high-ticket buyers
Perfect Content Marketing Is Ascension Focused. Smart content marketers
anticipate the next logical intent and remove as much friction as possible to
create a clear path to conversion.
Perfect Content Marketing Is Cross-Channel. content marketers publish
content that meets intent in any channel where groups of prospects are
searching for and sharing content including: • Website/blog • Facebook •
Twitter • LinkedIn • Pinterest • YouTube
Week 4:
Day Work Done Outcomes
Day 1 Crafting a Digital Advertising Plan Learn the
process for
planning,
setting up, and
optimizing your
ads, including
the metrics you
need to watch
Day 2 ● Types of Digital Traffic Knowing the
○ Organic Customers reach
○ Paid through Organic
and paid
promotions
Day 3 ● Types of Digital Traffic Knowing the
○ Cold Customers reach
○ Warm through Organic
and paid
promotions
○ Hot
Day 4 Goals to be achieved by types of Digital Traffic Knowing the
Customers reach
○ Cold through Organic
and paid
○ Warm
promotions
○ Hot
Day 5 Relating CVJ with Traffic Temparatures
○ Cold
○ Warm
○ Hot
Day 6 Difference between Organic and paid Traffic Difference
between organic
and paid traffic
Week 5:
Day Work Done Outcomes
Day 1 Difference between Organic and paid Traffic Difference between
organic and paid
traffic
Day 2 Examples of Organic Traffic organic and paid
traffic
Day 3 Examples of Paid Traffic and the goals of it organic and paid
traffic
Day 4 Sources for Paid Traffic Strategies used in
Paid Traffic
Day 5 Search Engine Marketing Strategies used in
Search Engine
Marketing
Day 6 Case Study on SEM Real time exposure to
the Paid & Organic
Traffic reach
Week 6:
Day Work Done Outcomes
Day 1 Social Media Marketing Strategies used in
Social Media
Marketing
Day 2 Methods of Well-Executed Digital Advertising Listening
Influencing
Networking
Selling
Day 3 Methods of Well-Executed Digital Advertising Listening
Influencing
Networking
Selling
Day 4 5 Elements of a High-Performing Campaign Learning about
High-Performing
Campaign
Day 5 5 Elements of a High-Performing Campaign Learning about
High-Performing
Campaign
Day 6 Case study on streams with highest usage of SMM, Searching,
Online Platforms Blogging, Reviews
e.t.c
Week 7:
Day Work Done Outcomes
Day 1 Goals for various Traffic temperature Indoctrination,
Pixelling,
Segmentation,
Generate leads,
Activation
Day 2 The Metrics You’ll Use to Measure CTR,CPA,CPC,CPV,CP
SuccessCreating an Ad Campaign L,CPM
Day 3 The Metrics You’ll Use to Measure CTR,CPA,CPC,CPV,CP
SuccessCreating an Ad Campaign L,CPM
Day 4 Creating a Blog and posting it. Blogging of various
articles of any
choosed product or
brand
Day 5 Creating a google site. Creating Google
Sites of various
articles of any
choosed product or
brand
Day 6 Creating a google site. Creating Google
Sites of various
articles of any
choosed product or
brand
Week 8:
Day Work Done Outcomes
Day 1 Listening Perform Customer
Research &
Competitive
Influencing Research
Day 2 Listening Perform Customer
Research &
Influencing
Competitive
Research
Day 3 Networking Site Engagements
Selling rates, Traffic by
channel, offer
awareness
Day 4 Networking Site Engagements
Selling rates, Traffic by
channel, offer
awareness
Day 5 Metrics to Watch Retargeting Growth
List, Number of
inbound links, Grow
your business listing
Day 6 Conceptual Way of summing up of Methods Connection Between
of well executed Digital Advertising Listening -
Influencing -
Networking - Selling
Week 9:
Day Work Done Outcomes
Day 1 Email Marketing Types of emails &
usage of them
Day 2 Email Marketing - Transactional Email Transactional Emails
Write up
Day 3 Email Marketing - Relational Email Relational Emails
Write up
Day 4 Email Marketing - Promotional Email Promotional Emails
Write up
Day 5 Promotional emails with various goals Promotional Email
Day 6 Practical usage of all emails Sending and email
of each type to a
friend or Proespects
Week 10 :
Day Work Done Outcomes
Day 1 Creating Campaigns in Social Media How to Create a
campaign and
watch metrics
Day 2 Types of Social Media Campaigns Organic & Paid
Day 3 Organic Reach Approach in Social Media How to reach more
customers using SM
Day 4 Paid Reach Approach in Social Media How to reach more
customers using SM
Day 5 Types of Campaigns in Social Media Goals of the
campaigns
Day 6 Creating a Social Media Campaign in Meta Running Meta Ads
Ads using Meta Business
Suite
Week 11 :
Day Work Done Outcomes
Day 1 Creating a Social Media Campaign in Meta Running Meta Ads
Ads using Meta Business
Suite
Day 2 Types of Social Media Campaigns and Goals Various types of SM
to achieve campaigns available
Day 3 Types of Social Media Campaigns and Goals Various types of SM
campaigns available
to achieve
Day 4 Types of Social Media Campaigns and Goals Various types of SM
to achieve campaigns available
Day 5 Case study of Ads by Meta Business Suite Creating the ads for
the created business
pages
Day 6 Case study of Ads by Meta Business Suite Creating the ads for
the created business
pages
Week 12 :
Day Work Done Outcomes
Day 1 Creating a Campaign in Google Ads Running Google Ads
using Meta Business
Suite
Day 2 Types of Campaigns and Goals to achieve Various types of
campaigns available
Day 3 Types of Campaigns and Goals to achieve Various types of
campaigns available
Day 4 Types of Social Media Campaigns and Goals Various types of SM
to achieve campaigns available
Day 5 Case study of Ads by Google Ads Creating the ads for
the created business
pages
Day 6 Case study of Ads by Google Ads Creating the ads for
the created business
pages
Week 13 :
Day Work Done Outcomes
Day 1
Day 2
Day 3
Day 4
Day 5
Day 6
