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Executive Summary
Digital Marketing has changed marketing for good. It has impacted everyone who is
connected to the internet. Giants like Google, Facebook, Twitter, etc. rule the digital
marketing platform.
Digital marketing uses various concepts like SEO, PPC, SEM, SMO which are
discussed in the report under Introduction to Digital Marketing Section.
The company, iMET Global, where I did my Summer Internship was in Digital
Marketing. iMET Global trains students, entrepreneurs, self-employed professionals
in the field of Digital Marketing. CEO and Founder of the company is Mr. Deepak
Goel. He is also a visiting faculty of “Digital Marketing” at New Delhi Institute of
Management.
My project title at iMET Global was “Leveraging Web Essentials In Digital/ Social
Media Design & Implementation”. Under this project I was assigned one major
project of iMET Global and three other minor projects. I planned and developed the
website of the company. I also did Social Media promotions and marketing. I did
email marketing too. I wrote blogs on certain topics which were related to the field.
I learnt how to do SEO back linking and what is its relevance.
I simultaneously worked on three other projects which required equal importance.
Out of these three projects, two were in-house and one was client based.
The report that follows is a detailed account of what I did at iMET Global, what is
Digital Marketing, industry overview and related concepts of Digital Marketing.

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Industry Overview
The world of Marketing changed for good when a concept called Digital Marketing
came into existence. Digital Marketing has been around for quite a while but it got
more prominence when giants like Google, Facebook, Twitter, Linkedin, YouTube,
etc. came into existence. Today, if a company is not present on any Online Platform,
the company is not trustworthy. Consumers, now-a-days heavily rely upon internet
for any purchase, even if they want to buy products from a brick and mortar shop.
Today, about 40% of the world’s population is connected via internet. Who would
have thought that a network which was designed specifically for military usage will
be loved by people worldwide? In 1995, internet penetration was less than 1%. The
number of internet users has increased by a staggering 10 times from 1999 to 2013.
The first billion was reached in 2005. The second billion in 2010. The third billion
in 2014.
Internet users in the world:

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According to IMAI and IMRB, internet penetration in India has crossed the two
hundred million mark. Moreover, India has 110 million mobile internet users of
which 25 million are in rural India. Of this, 5 million internet users in rural India,
70% access the web via mobile phones. These statistics shows India as one of the
upcoming markets for Internet usage. Moreover, Mark Zuckerberg, CEO& Founder
Facebook, has clearly said that India is one of the most important market for
Facebook.
Scope for Digital Marketers in India will only get bigger and better in the years to
come. The digital marketing industry is experiencing a major transformation. Digital
Marketing’s major constituent is Data. Without Data, no marketer can implement
Digital Marketing concepts. Data is everywhere. Data now is such a huge deal that
a special term is being used now, Big Data. Big Data is enormous stream of data
flowing from everywhere to everywhere. A smart marketer will filter the data he/
she requires in order to plan and implement a Digital Marketing strategy.
Technology and marketing are inseparable. There are ~1,876 marketing technology
vendors out there today, and 60% of marketers expect their companies to increase
investments in technology this year. It wasn’t always this way.

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Scope of Industry in current Indian Economy
Rise in E-Commerce businesses and cloud based services is encouraging the young
adults of India to choose digital marketing as a career prospect. With ongoing
demand for professionals in various aspects concentrated in the fields of Search
Engine Optimization (SEO), Software development, Application development,
Social Media marketing and Data analytics is on the rise in IT sector, the trend seems
to be a promising future, which offers better jobs for not just technical graduates but
also graduates who are tech savvy from different backgrounds.
The huge penetration for digital marketing is pushing most of the firms to go on
hiring spree concentrated towards in forming special teams for both online
marketing and social media marketing. During the recent campus recruitment by IT
majors like Wipro Technologies & Tech Mahindra, there’s a constant demand for
web designers, application developers, Cloud computing, mobile computing and
social analytics.
As a forecast India will be the youngest country by 2020, every third person in Indian
city is a youth at present which will be a boon to the economy in years to come as
young Indians will join the force to contribute to the economy. Youth now have
greater participation in politics and over all view of India as a developing super
power house. Since the globalization in 1991 Indians have shown their great interest
in brands and this has fueled by Internet use and digital promotions from television
to Internet promotions.
The booming Indian Economy, post the global recession is making the country to
move forward from being a traditional market based economy to a digital market
economy, opening doors for many aspiring students to choose digital marketing as
a primary career.

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Company Profile
iMET Global was launched at IIT Delhi on April 2, 2011. iMET Global is a
collaborative community to develop, promote and encourage innovation,
Mentorship, Entrepreneurship & Talent building with Practitioner’s or Doer’s
perspective. It is a training institute which imparts expert guidance in the domain of
Digital Marketing aiming to increase the employment quotient of the one who
undergoes this training.
iMET Global is one of the three main verticals of its parent company Business Focus
Group Market Consult Pvt Ltd. The three main business units under BFG are:
 BFG Consulting
 iMET Global
 iMET Academy
The CEO and co-founder of the company is Mr. Deepak Goel. He is a new
generation Indian Entrepreneur venturing his way as a catalyst in building better
Social Media Enabled world with content driven sales / marketing support, trainings
& coaching, business consulting, digital/social media marketing and off shoring by
pioneering MPO (Marketing Process Outsourcing) and NBM (New Business Media)
for international geographies.
Also, he pioneers in bringing profitable business driven industry insights to
Professional Education sector, MSMEs & Startups by creating a global collaborative
community – iMET Global (www.imetglobal.com) and Social Media Skills
Building institute- iMET Academy (www.imetacademy.in).

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BFG (Business Focus Group) Consulting basically pioneers in Content Marketing,
MPO (Marketing Process Outsourcing) and NBM (New Business Media).
Blend of right technology with right services for right businesses, ability to partner
with client at different stages of value chain with tangible business benefits.
The service mechanism of BFG has helped clients to achieve their business
objectives:
 To diversify from their mainstream business
 To merge or acquire with other organization
 To invest/ divest in marketing and delivery organizations
 To start/ explore in a new vertical/ geography
 To phase out an old non-profitable business unit/ function
 To work on retention plan and business continuity in case of high attrition
 To transform the conventional way of business
 To drive cost optimization while increasing leads and efficiencies
Business Focus Group also touches all the three phases of business pyramid:
1. Strategic
2. Tactical & Transactional
3. Operational
The younger company, iMET Global on the other hand is an employment skill
centric development arm of BFG Consulting aiming to impart real education in the
field of Digital Marketing than just a mere degree.

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The chief promoters of the company include, Mr. Deepak Goel (MD, CEO), Mr. RC
Goel (Chairman) and Mrs. Krishna Goel. iMET Global is headquartered in New
Delhi with its presence in USA (California and Houston).
Mission:
The mission of iMET Global is to build “Brand India” Globally-
iMET activities enables an ecosystem of, far and by the professionals to participate,
educate, incubate, collaborate and co-exist to make each other Successful. The roll
out plan of iMET will be through building city/country based chapter presence
across APac, US, Canada and Europe. At present the initiatives have been kick
started from India with Far East Asia soon to be covered.
The expectation highlights of the company are:
 Enhanced employability with more industry oriented education
 Enhanced global mélange for more cross cultural professional sensitization
 Empowering the emerging geographies, cities and communities for mutual
business benefits and growth
 Promote self-employment for more generation of jobs
 Empowering SMEs, MSMEs, SMBs and Startups as growth engines of the
new world
 Promote Women Entrepreneurship, Social Entrepreneurship,
Webpreneurship and Edupreneurship
 Sculpting real professionals out of students as learners and contributors
 Platform to promote ideas and portfolios among eager ears waiting to hear
you

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 Create opportunities by building alliances and network to excel
The main focus of iMET Global is on emerging professional areas such as Digital
Marketing, Mobile Apps and more. The target segments of iMET Global are
students, working professionals, self-employed professionals and entrepreneurs. In
this era of customization, it is of utmost importance to treat each target segment as
per their needs so as to build a long term relationship with them.
Keeping this in mind tailor-made courses have been designed and developed
for each of the segments:
 For Self Employed – 6 Days Program
 For Start Ups/Entrepreneurs/Working Professionals and Graduates – 1 year
(9+3) Program
 For Under Graduates Students – 3 years Program
 For Start Ups/Entrepreneurs/Working Professionals – Fast Track Course – 6
months Program
iMET Academy is the only institute in India totally aligned with government’s new
Age India Vision in grooming working population beyond conventional courses or
trainings. As a Centre of Excellence (Coe) all the programs are not only Industry
oriented but also preparing the youth for:

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 Digital India
 Skill India
 Make in India
 Standup India
 Start Up India
All the students at iMET get their government enrollment id as well under various
schemes – Digital India, Skill India, Startup India, Make in India and Standup India.
In past 3 years, iMET has trained 8000+ students at different institutes, associations
and in their own campus. The future India this way will be looking for professionals
trained in the areas that are beyond any conventional course book curriculum. All
the programs of iMET are facilitated by practitioners/experts from the different
industries.
Governing Council (iSocial)
iMET Global has its own Governing Council (iSocial) which works towards
building thought leadership in Digital/ Social Media and its huge impact that our
country is about to witness. The members are E-Commerce Leaders, Startup Co-
Founders, Entrepreneurs, MSMEs, and Working professionals (including C-Level).

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5 Point Agenda of iSocial –
 Bringing credible standardization & Protocols within E-Commerce/Social
Media
 Focused subject matter specific networking and ideas exchange
 Building the requisite resource pool specific to skills needed by E-
commerce/Social Media Companies
 Bringing the right recognition to the Real thought leaders in the fraternity
 and attention among government bodies as an organized entity
There are honorary chairs of responsibility under each of the above mentioned 5
points for the members. In total, there are about nine honorary chairs and one Trinity
Chair.
Some of the charter points are –
 Building distinction around Social Media beyond as a part of internet
marketing
 Creating awareness among students to build career in Social Media field
 Drafting quality norms and certifications
 Introduction of Social Media Excellence awards based on merit and real
contribution

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 Incorporation of Social Media Awareness camps and events in colleges,
institutes, startup communities and MSMEs events
 Developing curriculum with the right blend of Social Media and other internet
marketing courses
 Making way to achieve PM’s vision of Digital India, Skill India, Start Up/
Stand Up India and Make in India to move from web 2.0 to 4.0
Alliances and Partners (Current and Previous)-
 IIT Delhi
 Apparel Export Promotion Council
 Indian Angel Network
 IIM Kashipur
 Ministry of Skill Development and Entrepreneurship
 Ministry of Textiles
 Hello Meets
 IFTC (International Film and Television Club)
 Delhi Technological University
 SMB Connect
 SRCC (Shri Ram College of Commerce)
The company is purely organic and no external funding was required. The
company has moved from sales to collaborations and alliances model and this
model has benefitted the company immensely.

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Certifications after completion of the course
10 Certifications in Digital/Social Media
1) Program Certification with Ministry of Skill Development &
Entrepreneurship
2) C-Suite Digital/Social Media Design & Implementation Framework
3) Power of 5 belt on completion of WEM, VIM, MCM, IM&EM and
DMD&I
4) KASA- Online Personal Branding & Thought Leadership
5) Communication Clinic on Language Proficiency
6) PROFIT Project Planning for Digital/Social Media campaigns
7) Google certification
8) Hub spot Certification
9) IAMAI certification
10) Optional- FB, LinkedIn and Twitter certifications
(All certifications are subject to eligibility and exam criteria).
The revenue model of the company is subscription, fee and project sales based. The
leadership model that is followed is the trinity based leadership model.
Understanding the Leadership Trinity helps one create a plan for increasing business
effectiveness in one’s role of leading others. It also provides a framework to identify
which areas in your leadership are needed to focus on next.

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Major players
Any company that deals in the domain of digital marketing training is iMET
Global’s direct competitor. The major players in this area apart from iMET Global
are Delhi School of Internet Marketing, Digital Vidya and DigiGyan. iMET Global
provides comprehensive classroom program only therefore, those offering online
courses are not competitors to them. There is a lot of difference that lies between an
online and a regular offline course.
iMET Global believes in highlighting the benefits it provides to its students like the
joint Certification of iMET and Ministry of Skill Development and Entrepreneurship
which the others don’t provide.
All the major players apart from iMET put more emphasis on Certifications of
Google or IAMAI (Internet and Mobile Association of India) whereas we at iMET
provide a total of ten certifications Google, IAMAI, Hub spot. In addition to these
iMET Global has its own set of certifications for our proprietary frameworks like
the C-Suite© Digital/ Social Media Design & Implementation, PROFIT© Project
Planning for Digital/ Social Media Campaigns, KASA©- Online Personal Branding
& Thought Leadership. All these frameworks are Copyright protected.

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The course has been designed in such a format that it helps in the holistic
development of the person pursuing the course. All the above certifications coupled
with hundred percent job assistance are not offered by any other institute.

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Introduction to Digital Marketing
Digital Marketing is an umbrella term for marketing activities which are carried
out online, as opposed to traditional marketing through print media, live promotions,
tv and radio advertisement.
The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in
generating revenue and awareness. Compared to traditional methods of advertising,
Digital Marketing offers rather realistic costs (particularly important for small- and
medium-size businesses and start-ups), accurate targeting and excellent reporting.
Various Digital Marketing models like PPC and CPM are good in both advertising
and Cost Benefit Analysis.

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Digital Marketing Channels
1. SEO (Search Engine Optimization)
Search engine optimization (SEO) is the process of affecting the visibility of a
website or a web page in a search engine's "natural" or un-paid ("organic") search
results. SEO may target different kinds of search, including image search, local
search, video search, academic search, news search and industry-specific vertical
search engines. Increasing SERP (Search Engine Results Pages) is one of the
primary motive of SEO techniques.
As an Internet marketing strategy, SEO considers how search engines work, what
people search for, the actual keywords typed into search engines and which search
engines are preferred by their targeted audience. Optimizing a website may involve
editing its content, Backend Coding to both increase its relevance to specific
keywords and to remove barriers to the indexing activities of search engines.
Promoting a site to increase the number of back links, or inbound links, social book
marking, directory submission is the another SEO tactic. SEO works primarily on
two major concepts, Consumer Behavior and Freshness & relevance of content. If
any of the above concepts are not fulfilled, SEO cannot be implemented
successfully.
2. SEM (Search Engine Marketing)
Search engine marketing (SEM) is a form of Internet marketing that involves the
promotion of websites by increasing their visibility in Search Engine Results Pages
(SERPs) through optimization and advertising. SEM may use search engine
optimization (SEO), which adjusts or rewrites website content to achieve a higher

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ranking in search engine results pages, or use pay per click listings. Google has its
own program called Google AdWords for SEM purposes.
3. SMM (Social Media Marketing)
Social media marketing is the process of gaining website traffic or attention
through social media sites.
Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it across their social networks.
The resulting electronic word of mouth refers to any statement consumers share
via the Internet (e.g., web sites, social networks, instant messages, news feeds)
about an event, product, service, brand or company. When the underlying
message spreads from user to user and presumably resonates because it appears
to come from a trusted, third-party source, as opposed to the brand or company
itself, this form of marketing results in earned media rather than paid media. Viral
Content is a major example of electronic word of mouth.
Engagement
In the context of the social web, engagement means that customers and
stakeholders are participants rather than viewers. Social media in business allows
anyone and everyone to express and share an opinion or an idea somewhere along
the business’s path to market. Each participating customer becomes part of the
marketing department, as other customers read their comments or reviews. The
engagement process is then fundamental to successful social media marketing.

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4. Facebook Marketing
Facebook is the world's most popular social network for both businesses and
individuals. With over one billion users, your friends and fans are likely already
using the platform -- and you should be too!
In fact, people are 51% more likely to make a purchase after "liking" a brand
on Facebook. Face book marketing requires a good intellects and unique
thinking to make the campaign effective.
5. Twitter marketing
Twitter’s flexible, real-time platform allows you to get creative and drive results at
the same time. Whether you’re looking to drive sales, increase brand awareness or
launch a product.
Twitter marketing is not much popular than face book but still it has an impact on
audience
The very first thing in twitter marketing you need to understand and learn the twitter
terminologies well.
 HASHTAG (#Hashtag)
A hashtag is any word beginning with the # sign. People use hashtags to organize
conversations around a specific topic. Clicking on a hashtag takes you to search
results for that term. Creating a hashtag will automatically create a group. Trending
Topics are recognized by hashtags only. #NDIM

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 MENTIONS (@)
Sometimes you want to bring a Tweet to someone’s attention, but you still want all
of your followers to see the message. So instead of a reply, use a mention. Include
the @username of whomever you want to mention in your Tweet, and it will appear
in the Mentions section (in the Connect tab). All @username mentions are clickable
and link back to the mentioned individual’s profile.
 REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your
response is public, and will show up in your home timeline and the timeline of the
person to whom you are responding. The reply will also be visible in the home
timelines of people who follow both you and the person to whom you sent the reply.
Meaning, someone not in the conversation has to follow both of the people replying
to be able to read both sides of the conversation.
 RETWEETS
You can pass along someone’s Tweet by retweeting it. Just hit the retweet button to
send the original message to all of your followers. Quote Retweet is also there. It
allows you to add your own comments and then retweet the tweet you liked. Just
like content curation.

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 LINKS
Twitter’s link- shortening feature allows you to paste a link of any length into the
Tweet box and it will automatically be shortened to 19 characters. This makes it
easier to fit long URLs into the 140-character limit. This also helps in images,
because if you upload an image, 14 characters are reduces automatically.
6. LinkedIn in Marketing
LinkedIn is the world's largest social network for professionals. With over 161
million registered users in more than 200 countries, more than two million
companies have created LinkedIn Company Pages to vie for their attention. If you
are in B2B business this platform is very useful for you to connect with company’s
directors and marketing person.
7. Email Marketing
It usually involves using email to send ads, request business, or solicit sales or
donations, and is meant to build loyalty, trust, or brand awareness. Email marketing
can be done to either sold lists or current customer database. Email marketing also
increases brand awareness as a normal person checks their email account at least
once a day and the said email will remind the person of the brand.

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Objectives
 To plan and develop websites according to clients
 Building marketing content assets for effective Digital/Social Media
Design and Implementation
 To study role of Digital Marketing at iMET Global
 To handle various official social media platforms of the company
 To run email campaigns to launch various courses for different target
segments
 To plan and implement various Social Media Campaigns
 To implement SEO, SMO and SEO SMO crossover techniques to get a
better view on Social Media and Search Engines
 To implement BTL (Below The Line) Marketing strategies in the
Digital Marketing space
 To plan and implement ATL (Above The Line) Marketing Strategies in
the Digital Marketing Space
 To analyze the websites using Google Analytics
 To work on multiple projects at the same time

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Project Stages and The Assigned Work
Competition is fierce online, one needs to plan, manage as well as optimize digital
channels against the defined targets. An integrated digital strategy is essential to
define segmentation, targeting and positioning for one’s online value proposition.
When I came to iMET Global we had to start from a scratch and build a whole brand
new website. Creating a website is one thing and bringing it in front of the people is
another whole new aspect to it. If a company makes a great website but it does not
find its path in higher rankings of google or if it does not reach up to the people, then
it makes no sense for a company to have a website. It is as good as no website.
Major Project: iMET Global
1. Create a Digital Marketing Strategy
iMET Global had to be revamped again and brought in front of the audiences in full
swing. The first task was to chalk out the content of the website. The target segments
of iMET are students, entrepreneurs, self-employed professionals and working
professionals. Each segment had to be treated differently. Hence the first digital
strategy was to be created with the help of content marketing.
The website was revamped as Deepak Goel, CEO and Founder, wanted to restart the
entire program. This responsibility was given to me.
Now, Content part was also important where our entire team worked as a single
entity.
Content is known to be one of the most important aspect which helps drive traffic to
your online business. It is a strategic marketing approach which was adopted to focus

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on creating, distributing valuable, relevant and consistent content to attract and then
retain the clearly defined audience which would ultimately help to drive profitable
customer action.
The course duration as well as the content details of each segment were tailor made
to maximize the returns to each segment. This required a lot of brain storming also
as a proper module for each segment was required to be made.
There are various stages that are to be defined in any project hence we in a team of
two divided our project on the basis of time and effort. This means the man hours it
takes to complete each piece of content coupled with the efforts, keeping in mind
the total working hours. We quantified all the work at each project stage to make it
more realistic in terms of achieving targets.
Seth Godin, Entrepreneur, has said that, Content is Fire.
Content marketing is basically the art of communicating with your customers and
prospects without selling anything. Instead of pitching our services our main focus
was on making our buyer more informative with the content pieces. Regardless of
any marketing tactics that a company uses, content marketing should always be part
of the process. As a content person my task here was to create content that adds value
to the knowledge base of the people who the company was targeting.
When the content is being created it has to be written with a lot of emphasis on the
keywords which makes the content searchable in this world of ever increasing data.
Hence the task assigned to me was to get thorough with the google keyword planner
and its working. Keyword Planner is like a workshop for building new Search
Network campaigns or expanding existing ones. One can search for keyword and ad
group ideas, get historical statistics, see how a list of keywords might perform and
even create a new keyword list by multiplying several lists of keywords together. A

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free AdWords tool, Keyword Planner also helps one choose competitive bids and
budgets to use with your campaigns.
Once the digital marketing capabilities were reviewed and the current state of the
company was analyzed, the next step which came under the umbrella of
opportunities was to audit the brand and benchmark the competitors so as to stand
apart from them. Finally, in the planning stage the content was planned and managed
coupled with keyword planning to target the knowledge base of the people so that
the service sells itself without any pitch. Various other planning was done which
would be covered in the coming stages of the project.
The main digital marketing strategy that was made was revolving around content
management. Our main aim was to first build the base of the company to strengthen
its organic side. The plan was to strike a balance between organic and inorganic.
Once the website content (overall) was ready the developers were constructing the
website and uploading the content. Meanwhile to build more content assets for the
company for effective digital/social media, we started with blog writing. Every day
we used to write 4 blogs out of which two were SEO articles.
2. Grow your Audience Online
Reach involves building awareness about your company and services on other
websites and also in offline media to build traffic to different web presences like the
main website of the company (www.imetglobal.com) or to the social media pages.
This involved maximizing reach using continuous communications and planned
campaigns to create multiple interactions using different forms.

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It was to be ensured that we harness customer purchase intent as the customers seek
information about products through ‘always-on’ communications through Search
and Social media marketing fueled by content marketing.
Also, the content assets that were created for effective digital/social media design
and implementation were now to be used for to increase our reach.
The first task in this phase was to create two profiles of iMET Global with a word
count of three hundred and five hundred so that profiling could be done. Profiling
here means that we had to create accounts on websites and submit the profile of the
company stating its services so that backlinks could be created. This practice was
undertaken partially to get the website of iMET Global higher in the google rankings.
There were various ways in which these articles, blogs and posts could be circulated
amongst people to make them aware about our business. This could be attained by
directory submissions.
There were more than sixteen hundred links that were given to me by my project
manager. The blogs and articles that we had written were to be submitted on these
links.
Sample Links for Submissions-
http://www.mycityclassified.com
http://www.mysouthafricabiz.com
http://www.myvigyapan.com
http://www.myzeezo.com
http://www.nagalandstore.co.cc
http://www.nagpurpulse.com
http://www.namanas.com
http://www.nandanam.com
http://www.nashikclassifieds.com
http://www.ncrads.in

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http://www.nelloreads.com
http://www.netads.in
http://www.netoore.com
http://www.newads.org
http://www.newfreeclassifieds.com
http://www.newkeralaclassifieds.com
http://www.newsondeals.oodle.in
http://www.nicobarstore.co.cc
http://www.nives.in
All of this made it possible to create backlinks, hence now if someone types imet
global on google the relevant search results lasted more than first 5 pages as
compared to just one or two results earlier.
3. Encourage Brand connect and Leads
It’s a separate stage from conversion since encouraging interactions on websites and
in social media to generate leads is a big challenge for online marketers. It’s about
persuading site visitors or prospects to take the next step, the next Action on their
journey when they reach your site or social network presence.
In this phase of the project the main focus was on to review the customer’s journey
for desktop-mobile visits using various analytics tool.
Buffer and HootSuite was used by me to post varoius content online on a
scheduling basis.
It is a new and smarter way to share what you want to share on Social Media. People
have called it great names before, like your Social Media Assistant or the Siri of
Social Media.

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These tweets were even made on weekends and hence the scheduling feature of
Buffer played an important role in this. Once the posts that were scheduled were
posted on the scheduled timings, buffer would then generate an analytics report. This
report was of great importance as one could gauge that which post was engaging the
people the most and how could it be improved to increase the rate of engagement in
future.
Next was the Google Analytics report. Google Analytics is a freemium web analytics
service offered by Google that tracks and reports website traffic. Google launched
the service in November 2005 after acquiring Urchin. Google Analytics is now the
most widely used web analytics service on the Internet.
The report gave a detailed overview of the traffic coming to the website, it told me
about the demographics, the interests of the people visiting, referral traffic and a lot
more. The main aim to check this report was see which element helped us the most
to bring traffic to our website and what could be done further to increase it even
more.

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4. Convert Sales
This is the stage that shows conversion from lead to sale. It involves getting your
audience to take that vital next step which turns them into paying customers whether
the payment is taken through online Ecommerce transactions, or offline channels.
In the earlier phases of this project we created a strong base for the company. Not
only did I create content assets for the company but also did profiling and directory
as well as article submissions for the same. What this means is that after creating
assets they were distributed widely on the online platform with the help of the
internet.
All this helped us create a buzz amongst the people by enriching their knowledge
base and targeting the power of brand recall and making the people curious about
our services. The fourth stage had its focus mainly on converting a lead to sale of
our services.
The first thing assigned to me for the fourth stage of the project was to launch an
email campaign. Now, this campaign had to be run in stages. The mailer was to be
sent to a qualified data base. The stages in the email campaign were that the first
mailer that was to be sent was focused only on the course details and the benefits
that it will offer to the person undergoing the course. The second stage of the
campaign was to send a knowledge dose for example a blog PDF to all the people in
the data base. The third stage was to send mails regarding various offers and early
bird discounts that iMET was offering.
The last stage of the campaign was to send a mailer to the qualified data base sharing
a latest industry trend with them. This week long campaign was aimed to persuade

29. 29
people to click on the links in the email and make them feel the need of the course
which helps us to convert them from a lead to sale of the service that we are
providing.
The data base profiling was done on excel using excel functions and the filter. The
software which we used for Email Marketing was Juvlon. Once the data base was
profiled it was to be imported as a csv file on Juvlon which created various lists of
different target segment.
There is a lot that goes behind every subject line that we see when a mail arrives. In
simple words it decides the fate of the email campaign. The subject line is the main
element that makes it or breaks it. It is the first point of contact with the person to
whom we send the mail. It has to be impressive as well as persuasive in the first go

30. 30
so much so that the person click on the mail, opens it and then finally clicks on the
link to reach to the website of the company.
5. Engage, Build Customer Loyalty
This stage is all about a long-term engagement that is, developing a relationship with
first-time buyers to build customer loyalty as repeat purchases using
communications on your site, social presence, email and direct interaction. Our aim
here was also to look to build advocacy or recommendations through ‘word-of-
mouth’.
This is certainly a project that has to be consistent in nature. Once all the phases were
completed the cycle started once again. It is a continuous process that cannot stop.
We again started with creating more of content assets so that they could be
distributed. There were now postings that were made portraying the students
undergoing the program. The posts were centered around the previous batches. The
importance of keeping the customer engaged helps brand recall which occupies the
center stage in this era of cut throat competition.

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Other Minor Projects:
1. Meriministry.in
Meriministry.in was a client’s project. This project was aimed to explain
various ministries’ rules and regulations in a simple way. It was a static
content based website aimed at explaining people all the formalities to be
completed in a layman language. Along with this, latest news regarding
ministry was also shared. I was working in designing and planning the entire
website. From backend coding to look and feel of the website was done by
me. This was done in parallel to the project I was already working on. iMET
Global. As of now, the project is scrapped due to some issues with the said
client.
2. Digitallynext.com
This was an in-house project done by the company. Digitallynext.com is a
consulting based website which integrates Business Processes and Virtual

32. 32
DMO. The website end of the said project was again done by me. The techno-
functional control was planned and implemented by me. This project was also
done by me at the same time when I was involved in iMET Global project.
3. Deepakgoel.in
This website in particular was for personal branding of the CEO and Founder
of iMET Global, Deepak Goel. This project was also handled by me alone. I
was given the full authority for Planning and implementation of
Deepakgoel.in. I made the website and planned it according to what people
who know Deepak Goel or want to know more about Deepak Goel, would
need and want to see. I embedded real time Facebook and Twitter account of
Deepak Goel. This project was again done solely by me when I was involved
in iMET Global project.
So, apart from iMET Global, I was involved in 3 other projects. I learnt multi-
tasking and ability to push myself to limits.

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Key Observations
 The first observation I made was regarding the importance of keywords.
Keywords are like Consumer Behavior. There are two types of Keywords,
Long Tail and Short Tail. Long tail keywords are those keywords which are
used by customer when they want something very specific. Example, “Apple
iPhone 6S Silver”. For Short tail keywords, when people are not sure what
they want or need a broader input. For Example, “Apple iPhone” or “iPhone”.
Keywords are to be repeated in content. If the blog is 200 to 300 words long,
keyword must appear at least 3 to 4 times.
 Not only for content, but keywords are also very important for images. Search
Engines cannot read images. That is why a concept of Alt-text was developed.
Alt-text is alternative text. This text is used so that Search Engine can
understand what image is about. Now, apart from Alt-text, there is caption,
description, which can contain keywords for a better SEO planning.
 There are two types of people in website development and designing. One
who does what he/ she is asked and one who plans and instructs what is to be
done. Former is Web Developer and Latter is Web Designer and Planner.
Website Planner is where management knocks in. Here, the planner has to
think beyond the backend code. He/ she has to think what a person who will
visit the website want. Why would he/she stay at the website? Is the website
appealing enough? Is my customer able to access what they want in a single
screen? Is my customer able to see the website across all the devices
available? I was assigned the duty of both Developer and Planner across all
the projects.

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Conclusion
This report was compiled keeping in mind the work that I did in iMET Global. The
report gives an insight into Digital Marketing and its basic concepts. The report
contains an overview of the activities I did during my internship. My work ranges
from mere postings on Social Media platform to handling multiple full-fledged
projects at the same time. I learnt following things during my Internship:
1. How to plan and develop a website keeping in mind the end consumer, i.e.,
the visitor or prospect
2. Importance of Keywords and how to implement them
3. How is SEO and SMO implemented in reality
4. How to work in a team. Working in a team is very important for a company.
The tasks are bifurcated, and these tasks can be performed seamlessly and the
time consumed will be less too
5. How to work in a resources constrained dynamic work environment. Since
the company is a Startup and is still in its early growth stage, resource
constraint is a problem.
6. Multi-taking various projects at the same time (time management)
7. Prospect Conversion
In conclusion, I want to say that the experience at iMET Global was overwhelming
and enriching. The profile which I was given was what I wanted and due to which I
got a very good exposure into the world of digital marketing. I applied the concepts
of Marketing in this internship. This helped me a lot in clearing many concepts.
In the end, I would like to thank Mr. Deepak Goel, CEO and Founder iMET Global,
for acknowledging my hard work by offering me a PPO (Pre Placement Offer).

35. 35
Suggestions
The company, iMET Global is a good and proper functioning company. If I would
have to give any suggestions, they would be:
1. The employees’ strength is a bit low due to which sometimes work can get
delayed
2. The events based promotions of the company is a bit low, so it should be made
sure that many events of iMET Global are organized to get more people
engaged in the company
3. The hierarchy of the company is a bit dismantled and confusing. There were
two managers for same project with different working style. This makes an
employee confused, whom to report. A streamlined hierarchy must be
maintained.
4. Briefing of the project is very less in detail due to which employees can get
confused while implementation

36. 36
Major Learnings
Major learnings that I got from the company are:
1. How a company works, issues faced by it and how to find a workaround, there
are always some issues, be it Vendor management or Cash Flow or be it basic
infrastructure issues
2. Learnt how to work on Wordpress, a website building tool. Wordpress is an
open source project. The websites made on this platform is responsive and is
very flexible. I learnt how to back code it and make changes according to
required aspect
3. Learnt how to plan and make a website from a marketing perspective. Website
is an integral part of an organization which is Digital Marketing based. But,
the website is being used by normal people who are in search of something
which our company can provide and website works as a 24X7 sales person
4. Learnt why SEO (Search Engine Optimization) and SMO (Social Media
Optimization) is important and how to implement it. Being on the first page
of a search engine is very important and SEO just does that in an Organic way.
SMO is used when you have to create a Buzz around Social Media
5. Learnt how to handle a client. Clients can sometimes be a little tricky. They
may ask for something which is actually not possible. So, how to handle such
situations was one of the major learning that I got at iMET Global
6. Learnt how to do email marketing. Email Marketing is also an integral part of
a Marketing Campaign. It works as a Reminder, creates brand awareness and
sometimes helps in closing a client
7. Learnt how to handle multiple projects at the same time (time management).
Time management is an important part when you have to handle multiple
projects at the same time. Keeping recorded tabs on each project. Tackling

37. 37
deadlines, etc. are a part of the same. I used MS Outlook for keeping a check
on progress of each part
8. Learnt how to get work done from a vendor (Vendor Management). Vendors
can be tricky. Especially old vendors. Some, vendors do not reply on time. I
had to manage an Old vendor and two other vendors when the website was
being migrated
9. Learnt how to convert a stranger into a prospect. I used skills that I acquired
in Sales and Distribution subject (2nd
Semenster). I convinced a stranger
whom I met in a Cab ride to come to the office and I arranged the meeting
10. Learnt how to analyze Google Analytics, Twitter Analytics and Facebook
Insights. It is important to plan and implement. But, keeping in check whether
the activities are being done in a proper manner, what is the impact, measuring
the actual vs expected is also important. Google Analytics does the same for
Website. So is Facebook Insights and Twitter Analytics

38. 38
Major Contributions:
 I planned the entire website. I did some meetings with the SEO Expert of the
company to understand both frontend and back end of the website.
 Meanwhile, my manager, Mr. Vaibhav Khanna, gave me additional
responsibilities of writing 4 blogs per day.
 Along with this, I was handling other projects, which I will discuss later in the
report. The techno-functional area was handled by me.
 I indexed the website with Google and set up a Google Analytics platform. I
also indexed the website with other Search Engines like Yahoo! and Bing as
well.
 Apart from this I was also involved in making Backlinks or Profiling of the
website to get a better SERP (Search Engine Results Page) position. The said
process is discussed later in the report.
 I was also involved in Vendor Management. Here, I had to tackle old
developer company and had to talk to hosting company. There was a
migration of website from our old hosting vendor, GoDaddy to new one,
Hosting Raja. The entire process of migration was supervised by me.
 Once, during the development, old developer turned down the entire website.
I, being a cautious developer and planner always keep a backup with me,
uploaded the entire website again and did troubleshooting of the website late
at night from 12 am to 5 am.
 I made a landing page inside the website, after a prospect fill it, he/she is
redirected to a Thankyou page, where we thank the prospect and provide the
prospect with an e-book which is available for download for free from our
servers. Landing page is like a Sales person who tell you what you will get.

39. 39
The Landing page can be found here: http://imetglobal.com/imet-global-
register-now/
 I was given the ownership of Twitter and I had two people in my team,
Mankiran Kaur Sukhija and Aarohan Sharma. My task was to make sure that
they tweet every forty minutes. Also, I trained Mankiran (my fellow co-
worker) on how to use Twitter Analytics. When there are more than one social
media platforms then it becomes difficult to post manually. Hence a social
media management tool is a must.
 Conversion of Cold Prospect to a Client: Mr. Neeraj Nagpal.
Mr. Neeraj Nagpal is Co-Founder and CEO of Indian Pharma Network based
in New Delhi.
I met him during a shared Uber cab ride. I was on my way back to hostel and
Neeraj Nagpal was in the cab. We started talking. He enquired a lot about how
Google works and how to use Facebook marketing. I gauged the opportunity.
I gave him my number and email id. I explained in detail how iMET Global,
apart from teaching is also involved in Client Servicing. He was impressed
and gave me his visiting card and asked me to call him to setup an official
meeting. I responded to him next day in the office and arranged a meeting of
Neeraj Nagpal and Deepak Goel, CEO. Deepak Goel congratulated and
thanked me for the gesture. Confirmation of this event can be crosschecked
by contacting Deepak Goel, CEO & Founder iMET Global.
 Lastly, for my efforts, I was awarded with a Pre Placement Offer from
iMET Global

40. 40
Reference
Online documents / web pages:
1. Tushar Rastogi, (2016). iMET Global. Retrieved from ...website:
http://www.imetglobal.com
2. SEO (Search Engine Optimization). Retrieved from ...website:
http://www.wikipedia.org/SEO
3. SMO (Social Media Optimization). Retrieved from ...website: http://
www.wikipedia.org/SMO
4. Trends of Digital Marketing. Retrieved from ...website:
http://www.madovermarketing.com/trends-of-digital-marketing/
5. Digitally Next, BFG Corp Company. Retrieved from…website:
http://www.digitallynext.com
6. Deepak Goel, CEO and Founder, iMET Global, BFG Corp, iSocial. Retrieved
from…website: http://www.deepakgoel.in

41. 41
Annexures
Annexure 1:
Product Service Brochure:

42. 42
Annexure 2:
Content Creatives made by me for Social Media Postings

43. 43
Annexure 3:
Weekly Reports
Weekly Report for Week ending ___03 (22nd
May 22, 2016)______
Applicat
ion
Based
Learnin
g in
Respecti
ve
Speciali
sation
Fac
ult
y
Re
ma
rks
Summer Internship Programme (On the Job Training / Research Project)
Name: Tushar Rastogi
Company: iMET Global
Location: New Delhi
Industry Mentor Details: Deepak Goel (CEO)
Faculty Mentor: Dr. Tripti Desai
Project Title: Leveraging Web Essentials in Digital/ Social Media Design &
Implementation
On the Job Training
Weekly
Activity
Assigned
(Give Details)
Status of
Activities
Assigned
Learning from the activity/activities assigned / Work
accomplished
Working
on
multiple
assignm
ents
consecut
ively
Make 2
profiles one of
300 and one of
500 words for
iMET Global Done
 Content Management
 How to make a profile of 300 and 500 words
out of 735 words without compromising the
Keyword
Content
Manage
ment
Thinking of
Keywords to
be used for
online
promotion of
the website Done
Brainstormed about how a consumer might think and
what he/she might search on Google
Consum
er
Insight,
Made website
and
Advertisement
panel strategy
for another
project
www.merimin
istry.in Done
How to work out an entire website with keeping
visitor in mind
Need
and
Want
Analysis

44. 44
Write 4 blogs
about latest
technologies
and
happenings
around the
world with
respect to
Digital
Marketing Done
Researched on various kinds of happenings and
converting them into meaningful simple blogs with a
Visual effect with help of images
Content
Manage
ment
Weekly Report for Week ending ___ (12th
June, 2016)______
Applicat
ion
Based
Learnin
g in
Respecti
ve
Speciali
sation
Fac
ult
y
Re
ma
rks
Summer Internship Programme (On the Job Training / Research Project)
Name: Tushar Rastogi
Company: iMET Global
Location: New Delhi
Industry Mentor Details: Deepak Goel (CEO)
Faculty Mentor: Dr. Tripti Desai
Project Title: Leveraging Web Essentials in Digital/ Social Media Design &
Implementation
On the Job Training
Weekly
Activity
Assigned
(Give Details)
Status of
Activities
Assigned
Learning from the activity/activities assigned / Work
accomplished
Working
on
multiple
assignm
ents
consecut
ively
Blog
Submission Done
 Content Management
 How to make content which is both relevsnt
and SEO friendly
Content
Manage
ment
e-mail
Marketing
Template Done
What kind of email marketing template is useful and
is good for both audience and the client
Promoti
on Mix,

45. 45
development
using Juvlon
Work on a
Social Media
Managing
System called
Hootsuite Done
Learnt how to work on a system for social media
which is used for Online Reputation Management
Promoti
on Mix
Made a social
media
campaign
strategy Done
Made social media campaigning strategy with inputs
from SEO and SMO experts. The strategy is currently
in implementation stage
How to
make a
strategy
and Job
sheet for
a team
Daily
Analytics
Report
submission Done
How to analyze Google Analytics and pin point
strong and weak points. Check out the areas where
work to be done.
Reportin
g and
Analyzi
ng
Weekly Report for Week ending ___ (4th
June, 2016)______
Applicat
ion
Based
Learnin
g in
Respecti
ve
Speciali
sation
Fac
ult
y
Re
ma
rks
Summer Internship Programme (On the Job Training / Research Project)
Name: Tushar Rastogi
Company: iMET Global
Location: New Delhi
Industry Mentor Details: Deepak Goel (CEO)
Faculty Mentor: Dr. Tripti Desai
Project Title: Leveraging Web Essentials in Digital/ Social Media Design &
Implementation
On the Job Training
Weekly
Activity
Assigned
(Give Details)
Status of
Activities
Assigned
Learning from the activity/activities assigned / Work
accomplished
Working
on
multiple
assignm
ents
consecut
ively

46. 46
Make blog
submissions
for back
linking (SEO) Done
 Websites which have a better google visibility
for blogging purposes
 How to back link by use of enriching content
which helps both our prospects and us
SEO
Onsite work
for Web
Essentials
Management Done
Got to know about how to enhance techno-functional
working of a website
Web
Essentia
l
Manage
ment
Working on
Meriministry.i
n Done
Look and Feel of the website and sitemapping the
entire website
Web
Essentia
l
Manage
ment
Started off
with another
project: BFG
Corp (ongoing
task, not a
weekly
assignment) Ongoing
Understood business plan, business areas and function
of BFG Corp.
Underst
ood
working
of a
business
internall
y
Email
marketing
campaign Ongoing
Learnt how to make template and use services of mail
provider like Juvlon
Worked on effective Subject Lines to increase CTR
Promoti
on mix
Weekly Report for Week ending ____15th
May 14, 2016 (Week 02) _____
Applicat
ion
Based
Learnin
g in
Respecti
ve
Speciali
sation
Fac
ult
y
Re
ma
rks
Summer Internship Programme (On the Job Training / Research Project)
Name: Tushar Rastogi
Company: iMET Global
Location: New Delhi
Industry Mentor Details: Deepak Goel (CEO)
Faculty Mentor: Dr. Tripti Desai
Project Title: Leveraging Web Essentials in Digital/ Social Media Design &
Implementation

47. 47
Weekly
Activity
Assigned
(Give Details)
Status of
Activities
Assigned
Learning from the activity/activities assigned / Work
accomplished
Assigned a
new Website
to work on.
The deadline
is 3 weeks Ongoing
 Planning a 3-week long project
 Prioritizing tasks according to need and want
of client
Plannin
g
Process
Assigned as
Page Manager
of a Facebook
page for
Social Media
Promotion and
Campaigning
(Till end of
Internship) Ongoing
 How to increase social presence of a page on
Facebook
 How to use KLOUT (Credibility score
checker of Social Media pages)
 Writing and managing Quality content
Adaptin
g and
Learnin
g New
skills
Creating
Infographics
and Content
research for
promotion
(Till end of
Internship) Ongoing
 How to use CANVA for creating Infographics
 Using various sites for making content and
molding it according to need
Adaptin
g and
Learnin
g New
skills
Understandin
g how
backlinks are
done for
Website
Promotion Done
 How to make backlinks
 Purpose of backlinks
 SEO basics (Search Engine Optimization )
Adaptin
g and
Learnin
g New
skills
Mediator
between
Developer and
Client for
previous
assignment
(meriministry.
in) Done
 Handling both Client and Developer
 Understanding Need and Want of Client

48. 48
Annexure 4:
Snapshot of the Pre Placement Letter that I achieved at iMET Global

49. 49
Annexure 5:
Mid Evaluation Report:

50. 50

51. 51
Annexure 6:
Final Evaluation Report:

52. 52