1

BACHELOR OF COMPUTER APPLICATIONS

Varanasi (U.P.) – 221002

CERTIFICATE

THIS IS TO CERtIFY THAt THIS REPORt REPRESENtS THE

ORIGINAL WORK DONE BY PRASHANT KUSHWAHA
DURING THIS PROJECt SUBMISSION AS A PARtIAL
FULFILLMENt OF THE REQUIREMENt FOR THE SYStEM DESIGN
PROJECt OF BACHELOR OF COMPUtER APPLICAtION, 5TH
SEMEStER, OF THE RAJARSHI SCHOOL OF MANAGEMENT
AND TECHNOLOGY, VARANASI.
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DECLARATION

I HEREBY DECLARE THAt THE MINI PROJECt WORK BEING PRESENtED IN THIS
REPORt ENtItLED “Application Of Digital Marketing Strategies To Increase
The Profitability Of Organizations” SUBMIttED IN THE DEPARtMENt OF
COMPUtER SCIENCE,FACULTY OF TECHNOLOGY, RAJARSHI SCHOOL OF
MANAGEMENT AND TECHNOLOGY, VARANASI IS THE AUtHENtIC
WORK CARRIED OUt BY ME UNDER THE GUIDANCE OF
ANAND SRIVASTAVA
, PROFESSOR, DEPARtMENt OF COMPUtER SCIENCE, RAJARSHI
SCHOOL OF MANAGEMENT AND TECHNOLOGY, VARANASI.

DATE: 09/06/2023

Prashant Kushwaha
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ACKNOWLEDGEMENT
Research is a long journey, which cannot be accomplished without assistance from varied
quarters. Here, I would like to acknowledge all those who helped me during this
memorable task of my lifetime.

First and foremost with folded hands I thank “ALMIGHTY GOD”, who blessed me with the
power to successfully complete the task.

No words will ever be adequate to express my lifelong indebtedness to my institute. I am

fortunate enough to complete this work from such aninstitute.

The first person I would like to thank is my Professor, Dr. Anand Srivastava. During these
years, I have known him as a sympathetic and principle-centered person. His overly
enthusiasm and integral view on research and his mission for providing “only high-quality
work and not less”, has made a deep impression on me. His true knowledge and skills
made her a constant oasis of ideas and passions in commerce, which exceptionally inspire
& enrich my growth as a student. I am really glad that I have come to know him in my life.

Besides, I will be failing in my duties without paying my sincere gratitude to all those who
have not been named individually but helped me at various stages of this work in all
possible ways.

Prashant Kushwaha
Roll No. 11821407076
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EXECUTIVE SUMMARY
Motivated by the dearth of academic research worldwide in Foreign Trade context, this
research will be focusing on evaluating digital marketing all over the world, the emerging
major digital channels used by the countries, the benefits and challenges of using them and
the effect and enhancing the use of these channels relative to brand performance. The
study is designed to show the value of the research including possible beneficiaries of the
outcomes. The literature review will include some theoretical dimensions, and how
previous research tried to address current research objectives, while bringing out the gap in
the literature. Mixed methods, qualitative and quantitative, will be adopted using data to
be collected from primary and secondary sources. The research will highlight some
limitations of the study and ethics considerations as well.Finally, the research will present
the findings of the survey and suggest some recommendations for brand owners.
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CONTENTS
Sr. No. Description Page No.

DECLARATION 3

ACKNOWLEDGEMENT 4

EXECUTIVE SUMMARY 5

1 INTRODUCTION 7

1.1 COMPANY PROFILE 9

1.2 COMPANY STRUCTURE 10

1.3 DEPARTMENT PROFILE 11

1.4 GIFT A PLACE 12

1.5 #AHappierMe 19

3 THE PURPOSE & THE RESEARCH QUESTIONS 26

3.1 OBJECTIVES 26

3.2 RESEARCH METHODS 26

4 THEORY 28

5 RESEARCH ANALYSIS 48

6 RECOMMENDATIONS 54

7 CONCLUSION 55

8 BOBLIOGRAPHY 56
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Introduction
The world is constantly changing, and the perception of time is influenced by it. There are no more unconnected
parts of the world as well as there is no need to travel for months to see family, meet anyone or wait to get a letter.
Everything can be done by a couple of simple clicks, accessing the Internet. Of course, the Internet is a very well-
known “substance” integrated into the life of modern humanity, like mushrooms forming a symbiosis with tree
roots, bringing a lot of benefits to all players of this game. It is hard to say, what exactly happens there - in the
universe of numerical data, but it changes the world and helps time to go faster.

In this fast changing environment, many people do not have time to think about their purchases or even of visiting
actual stores. That is why online shopping became a trend so fast. It lets buyers save time, effort, reduces factors of
suspense and helps to superpose buying with some other activities because it can be done from any place where
there is an internet access.

The internet and online shopping itself opened horizons and completely new fields of marketing, evolved strategies
and different types of it. This is where digital marketing became not only television and radio but also the internet
arena, full of skilful and convenient promotional tools, actively used nowadays. It even created a highly competitive
environment for the companies striving to gain web leadership.

Not only time but also customers have changed since the foundation of the Internet. Their habits, interests, lifestyle,
needs and wants took other directions under the flag of globalization. Considering new tendencies, firms could not
ignore developing consumer buying behaviour, according to it, Internet usage purposes are viewed and tracked in
order to make digital marketing more efficient and straight to the point.

The biggest challenge comes to retailers because as opposed to technology and innovation companies, they are not
creating anything new, but selling products (particularly in cases where the firm is dealing only with online sales).
For manufacturers the picture is also not simple, they have to find a way to add value to their product and assure
not only quality but the uniqueness of it. This explains the reason why all the businesses in one or another way have
to deal with digital marketing.

Looking at the musical instruments market, it is obvious that to fight the competition, companies should have a
good image on the web, because most of the potential customers are searching and evaluating the information
available on the social media, websites, blogs and forums of the company and comparing them to many other firms
available on the Net. As a result, a good image can be created only with proper and, very important for the music
industry, “instruments” such as digital marketing.

It is obvious that small involvement in the social media marketing, by having a Facebook, Twitter or Instagram page,
does not guarantee a digital marketing success. It can be reached only with a solid digital marketing strategy, which
serves not only on a short-term scale, but follows overall company’s purpose, mission and adds desired values to the
customer.

The presence of a company on the Internet does not provide any result if it is not related to the long-term success. It
is not enough to create couple of accounts in the social media or networking web pages and to update them
sometimes. First of all, the connection between all the actions and the company’s goals should be questioned, and
later - the extent to which company would want to increase sales, profits or awareness, with the help of digital
marketing, should be defined.
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The consumer demand is constantly growing. It is important “what” is offered on the market, but the way “how” it is
served is even more crucial. Within the tough competition and multiple substitutes, listing the product features,
specifics and providing a hard bundle of facts is not working anymore. The buyer is no longer interested in
purchasing a vacuum cleaner for two thousands euro because it is cleaning well or it is unique. There are way
cheaper and better options waiting for him or her somewhere on the other end of the world.

“What is making customer to buy?” – is a question asked many times almost in every company around the globe.
There is obviously no single appropriate and applicable for all the businesses answer, but unrepeatable sets of
features and obstacles for different industries are always going hand in hand with some common influencers.
Similarities are not occasional, and should be referred to the psychology and human nature, which means that the
answer to the above-mentioned question might be very simple.

There is a factor that always stops and makes people think, consider something – interest. What is interesting for
one is not necessarily interesting for another as there is no panacea from all the troubles or sicknesses, but if it
caught the attention of the customer it is a half way to success. Companies should have something attractive to be
remembered by the Internet user. Unfortunately, it is not always seriously considered or kept in mind when doing
business online.
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Company Profile
Compendious Med Works:

Compendious networks team works under the guidance of managing directors (MDs) physicians, and experts in the
Healthcare industry. Our creative team comprises web developers, content writers, marketers, and graphic
designers. The team working on your health care venture is HIPPA (Health Insurance Portability and Accountability
Act) certified and well-versed with the Healthcare industry's various sectors, which will help you establish and
expand your practice with all the medical and health guidelines in place.

Compendious Med Works understand the exact need of physician or Healthcare provider and thus proceed with the
holistic approach to all their requirements. We provide a full consultation right from your practice startup to the
achievement of your goals and objectives. We conduct a complete top-down survey of your practice and provide
you with the analytics as to how we can help to improve the productivity and scalability of your practice.

According to a recent report by Health Research Institute in bracket HR I at it nice PricewaterhouseCoopers (PwC),
the US, one-third of the consumers use online platforms and forums to find health related information, track
symptoms, drugs, treatments, medical devices, and health plans. In this era of information overload, a potential
patient believes in the medical establishment ratings and testimonials. To increase awareness amongst your
potential patient regarding your medical enterprise one needs, to be updated and ever-present in the social media
strata. Online reviews play an essential role in patients retention and also increasing patient flow.

Moving beyond the digital marketing world's nitty-gritty, we at Compendious Med Works provide an overall look at
your company and workforce. We specialize in workforce management, recruitment, medical research publications,
and staff training programs. Thus not just an external makeover of your Healthcare brand but, an internal facelift
too.

We believe in ethical business, teamwork, honesty, and transparency in all our transactions in services. We plan
insurance-based and patient-centric strategies to make your practice better clientele.

According to PricewaterhouseCoopers (PwC), hospitals, insurance, and pharmaceutical manufacturers can benefit
from social media as interactive nature. Insights from social media offer instant feedback on your services and new
ideas for innovation that could lead to higher quality care improved efficiency and revenue growth.

We provide a tailored marketing plan which fulfills your aspirations and makes your brand stand out! We are here to
take your health care venture, clinic, practice, and facilities to new heights.

Our founder Dr. Supreet Khare Mentors and Guides the in-house team of physicians, consultants, developers,
content creators, graphic designers, and digital marketers. On each project undertaken by Compendious Med
Works. After undertaking the project, we communicate the progress to you at regular intervals by our executives.
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Company Structure
Dr. Supreet Khare

(Managing Director)

Dr. Deeksha Seth

(C.E.O.)

Dr. Siddharth
Srivastava

(Chief Supervisor)

Administrative HR Technical Marketing Operations Public

Department Department Department Department Department Relations
Department

Mr. Avinash Mrs. Pragya Mr. Ravi Jaiswal Mr. Gaurav Rai Dr. Khyati Miss Neha
Jaiswal Gupta (Software Kaushal Srivastava
(Administrative (Chief-Human Development (Digital Marketing (Operations Head) (Public Relation Officer
Head) Resource Officer) Lead) Head) & Copywriter)

Miss Shivangi Mr. Shubhrendu Mr. Amit Srivastava

Singh Tripathi (Business Development Executive)
(Software
(Intern) Developer)

Mr. Sachin Pande

(SEO Executive)
Mr. Akshay
Agarwal
Miss Ela Singh
(Tester ) (Graphic Designing Lead)

Miss Saman Javed

(Content Developing Lead)
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Department Profile
The Marketing department is led by Mr. Gaurav Rai, Digital Marketing Head at Compendious Med Works.
The department is further divided into 3 major branches under different team leaders. SEO, SMM, and
Creative team. Social Media Management department is led by Mr. Gaurav Rai, SEO department is led by
Mr. Sachin Pande, and Creative team is led by Miss Ela Singh. They look after the team of executives of 5-6
people working under each team. These executives work on different digital marketing channels under the
guidance of their team leaders. All marketing channels used by the company are explained in the next
page.

Department Structure:
Mr. Gaurav Rai

(Digital Marketing Head)

SEO Team Graphic Design Team Content Development Business

Team Development Team

Mr. Sachin Pande Miss Ela Singh Miss Saman Javed Dr. Shraddha
(SEO Executive) (Graphic Designing (Content Pandey
Lead) Development Lead) (Project Manager)

Mr. Harshit Bora Mr. Nilotpal Singh Miss Alisha Khan Mr. Amit Srivastava
(Creative Head) (Business Development
(Digital Marketing (Graphic Designer)
Executive)
Intern)

Himani Srivastava
Prashant Shubham Gupta
(Business
Kushwaha(Digital (Video Editor &
Development Intern)
MarketingIntern) Graphic Designer)

Akshat Joel Nikita Ahuja

(Digital Marketing (Graphic Designer)
Intern)
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Gift A Place

Gift A Place is a map of all your favorite places. We let our customers select their favorite place and register it in
their name or someone else's to whom they wish to gift it. You can register the place in your name or in the name of
your loved ones.

We let our customers customize the certificate so that our customers can enjoy a perfect gifting experience. We not
only save the memories of our customer's favorite place but also gift happiness.

By clicking the Buy Now option, you're buying a space in our database based on a unique algorithm. Therefore, after
paying a small price associated, you get access to our database and register your name in it.

Naming a place is easy: Choose a location from Google Map, which you want to buy/gift. Next, fill out the form &
choose or design yourself a certificate. Add it to your cart and provide your shipping information and methods. After
checking out & paying – congratulations – you're done!

Through our unique software, you can search for your favorite place, give it your name and make it yours forever! If
a place is on the world map, then you can permanently register the place with the Gift A Place database. It can be
the hospital where your child was born, the place where you first proposed to your soulmate, or the place you and
your friends had a trip of your lifetime. So register your favorite place now and get a gift certificate with a unique ID
as the registration proof. Since we follow the First Come First Serve rule, you might lose the chance to register your
favorite place to someone else.

The best place to buy is a place associated with your memories. It can be anywhere near you to any location, far
away from where you cannot reach. Gift A Place is where you save your memories associated with a place and send
a gift to your loved ones.

SPOTLIGHT: More reasons why you should avail our services.

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First Come First Serve

Get the best-personalized gift for your loved ones! Register their favorite place before anyone else does and get a
personalized gift certificate.

Proprietary Algorithm

We have carefully created a unique database that allows the user to search their favorite place, save it, name it, and
customize the gift certificate to gift it to their loved ones. We established the unique concept of Gift A Place in 2016
to enrich your gifting experience. We believe that everyone has a favorite place that they associate with a special
memory. However, you probably would have never thought about registering that place in your or your loved ones’
names.

Customizing a gift has never been more fun! The proprietary algorithm allows the user to search for their favorite
place, save it, and give a gift certificate to their loved ones. The proprietary algorithm we created can improve the
overall gifting experience by making it simple and unique.

Exotic Places

Several places are classified in seven tiers under Exotic Places. In addition to the general gift certificate, you also get
a range of merchandise along with other unique features when you buy or upgrade to an Exotic Place. Apart from
buying an already existing Exotic Place, you can also choose to upgrade your favorite place to an Exotic place if it
isn’t previously classified as one.

However, you will be required to pay an extra amount to upgrade your place to Exotic place. Up to Tier 4, you can
upgrade your favorite place to an Exotic Place by paying an additional price, but for Tier 5 to 7, you must be an
existing member, i.e., you must have already made a purchase to request for an upgrade price.

Personalized Dashboard

The UID can be used to log in to your profile, where you can view all your gift certificates. On the dashboard, you
also have the option to edit your profile, buy additional merchandise from the dashboard, and in case your
certificate is lost or damaged, you can also download it.

Quality Products

The quality of products ranks high in the priority list of ensuring customer satisfaction, and customer satisfaction is
our primary focus. We print the gift certificates in high quality, which can last a lifetime. Along with the gift
certificates, the merchandise we send is also high quality and from trusted sources.

Apart from prompt deliveries and customer support and keeping the ordering process simple, we have ensured that
your gift certificate is in high-quality print, so you get value for your money. We can assure you that the exceptional
quality of the final product is sure to impress you. You will receive the gift certificate precisely as you wish it to be
from design to size and quality.

Unique User Id

We have created a database that will generate unique user IDs once the place is successfully registered. The Unique
ID is a combination of the phrase GAP, words, and numbers. The UID is simple to remember and can be used to
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search for the place registered with Gift A Place. The UID can be used to log in to your profile, where you can view all
your gift certificates. You can also edit your profile, buy additional merchandise from the dashboard, and in case
your certificate is lost or damaged, you can also download it from the dashboard.

If you don’t like the UID generated by our database, you can refresh it and get a new UID. The UID you get is
essential in the sense that it will be on the gift certificate you get. We also ask for your UID in case you receive a
damaged product, and you wish to return it and receive a refund.

DMCA Certified

We can report if someone copies content from our website. We have added the DMCA Badge to our blog, which has
made every single page on our website DMCA certified.

It makes it easy to identify the original content and make the content on the website more secure than before. A
message will be sent to anyone who tries copying our content and reproducing it.

Environment-friendly

We have priced our digital certificate at comparatively low prices, so more people are compelled to Go Green and
decide to gift a digital certificate instead.

No doubt, we have contributed our share to the problem of pollution by designing, creating, and delivering gift
certificates all around the globe, and we take full responsibility for our actions. We always encourage everyone to
Go Green and protect the Earth. There cannot be a favorite place without Earth!

Professional Framing

If you want the gift certificate to look even better than it already does, then you can ask for framing the gift
certificate. We will get your gift certificate professionally framed so you can hang it on your wall as soon as it is
delivered.

You don’t have to go through the hassle of getting your gift certificate framed. Just select the ‘get it framed’ option
before placing an order, and we will get it done in no time. However, you will have to pay an extra amount to get
your gift certificate framed. Not only you can select the design for the gift certificate, but also the size of the
certificate.

Customizable Certificate

The customization of the gift certificate is available in three variants. You can either create an abstract design on
your gift certificate or make an unusual pattern with an oil-paint and paint feature.

Introducing a DIY option is only one of the reasons to customize your gift certificate. You can also include your image
to the gift certificate. You can also choose the size of the certificate and get it framed. Personalize your gift
certificate even more by adding a personal message on the gift certificate.

Customer Support
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If you have any queries or feedback regarding the product or otherwise, you can visit our contact us page here and
leave us a message. If you have general queries regarding our products and services, you can view our FAQs section.
We have put together a list of questions that we generally get asked by our customers.

We try to get to you as soon as possible; however, it can still take us a couple of days to resolve your issues. You can
also contact us if you have received a damaged product, or you can visit our website and leave a message through
our Live Chat option. However, we suggest you email our Customer Executive at support@giftaplace.com regarding
issues with delivered orders.

International Shipping

We offer international shipping options to our customers. You can also select the time when you want us to deliver
the gift certificate and merchandise. If you are in a rush, you’ll have to pay an extra amount for express delivery, or
you can go green and get a digital certificate.

Trusted Brand

You don’t have to worry about the quality of products and the accuracy of maps on your gift certificate. We have
several essential steps to incorporate Google Maps on our website to help you quickly find and your favorite place.
You can rest assured that you’ll always get a geographically accurate map of your favorite place on your gift
certificate. However, Gift A Place cannot be held responsible for issues that do not fall under our policies or if you
are unable to find your favorite location on the map or any other issues related to Google Maps.

Last Moment Gifts

However, now you don’t have to worry about what might happen if you don’t get a gift immediately. You can get a
digital gift certificate from Gift A Place for anyone. The digital certificate will be delivered instantly to your email
address or the person you choose to gift it accordingly.

When you decide to go green and get a digital certificate, it benefits not only you but also the environment. Like a
hard copy, you can even personalize the digital certificate.

Privacy To Customers

Once you have got your Unique ID, you can use that ID to search for your registered place. You can either keep your
gift certificate private or public. If you choose to keep it public, anyone who searches for that place will receive a
message stating that it has already been registered.

However, we do not display any personal details about your purchase. The person searching for the place that you
have registered will only receive a message with the name of the place and the person who bought it.

SSL Checkout

An SSL checkout will keep the online transaction secure and your data private. A business website must get an SSL
certificate to ensure safe and reliable credit card payments. Without an SSL certificate, a site is not secure to make
online payments. Getting an SSL certificate is essential for a website because only then the visitors consider a
website reliable and trustworthy and will purchase your product.

Roles and Responsibilities at Gift A Place:

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Step Ⅰ - Identifying ways of promotion and advertising

Step Ⅱ- Displaying Ads

Step Ⅲ- Measuring Return on investment

The team is doing promotions and advertising by following methods identified :

• Social Media Marketing - Facebook Marketing - Instagram Marketing - Twitter Marketing - Pinterest
Marketing - Whatsapp Marketing
• Search Engine Optimization

1. Daily schedule of social media activities : When the updates and news are published on social media like
Facebook and Twitter. Users like and share the posts and it creates brand awareness. It includes :

• Posting interactive content like photos and videos of the products which will drive the customers towards
the official website of the company.
• Adding products to the Facebook Marketplace.
• Posting about offers and discounts.
• Replying to customers comments and queries regarding the products and services.
• Encourage users who are active on the page by promoting our content by writing blogs.
• Creating appealing ads using Facebook ad campaign Below is a screenshot of Facebook, Twitter, Linkedin are
the social media which are used every day for giving updates and news.

2. Search Engine Optimization

The team is doing ON PAGE and OFF PAGE SEO. The major objective was to improve the visibility and reach of the
webpage on the search engines. The SEO department is responsible to optimize WebPages and its content based on
keywords that are relevant to the clients business, primarily aimed at improving the overall presence on the
internet, mainly at the Search Engine Results Pages (SERPs). Search Engine Optimizers Perform various optimization
techniques for gaining better SERP rankings.

Types Of SEO performed:

1) On-Page Optimization

2) Off-Page Optimization

Tools used in SEO:

1) Google Analytics : used to track the website activity of the users such as session duration, pages per session,
bounce rate etc.

2) Google Webmaster Tools: used to submit and check sitemaps,and view statistics about when Googlebot accesses
a particular site, list internal and external pages that link to the site.etc

3) Semrush SEO Toolkit: used to get real users browsing history e.g., monthly data, information on location and
devices, common keywords, strategy, traffic source etc.
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4) Ahrefs SEO Tool: used to get information about the rating and ranking of pages, backlinks, organic traffic etc

5) Google adwords keyword planner: used to do keyword research

6) Uber suggest: used to do keyword research.

Steps Involved in SEO:-

1) Keyword Research - Keyword research is the most important first step in SEO. We used Google adwords keyword
planner and Uber Suggest for searching keywords that are most relevant to the website and that has maximum
search volumes.

Some of the keywords we used for SEO are :

• Gifts for men

• Gifts for boyfriend
• Gifts for wife
• Gift ideas for anniversary
• Gift ideas for daughter
• Best gift idea for lovers
• Anniversary gift ideas for girlfriend
• Best gift for mom
• Gifts for everyone

2) Competition Analysis

Competiton analysis is the analysis of competitors in the same niche. Websites targeting for the same keywords are
competitors to each other.

Top five results for the for the defined keywords were identified as SEO competitors. Some of our competitors are :

• Under lucky stars

• Grafo maps

3) On-page optimization –

• Content creation and optimization - Valuable contents were created that included keywords (previously
searched) and placed in strategic places such as Titles,URL, metadiscriptions and headings.
• Image Optimization - It included the following : - Every single image was provided with SEO friendly file
name . - Every image was resized prior to upload - Optimized alternative text was written - Descriptive
captions were provided to the image

4) Off-page optimization:

Off-page SEO refers to activities you can perform outside the boundaries of the website. Off-Page SEO is a term used
to describe the process of promoting the website on the Internet for the purpose of gaining references (links) from
other websites. It included :
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Link Building : Backlinks

Backlinks are important for SEO. All SEO related studies agree that when it comes to Google rankings, the websites
that have the strongest links appear in the top positions of Google.In link building we build our website’s popularity
by making sure we get as much backlinks as we can get. Links act as a bridge for search engine crawlers. Using their
various algorithms they can find out how web pages are related to each other. The basic idea is every link that
directs users to our website is an endorsement to our site’s quality. This means other web pages are directing users
to our site because we have relevant and useful information on our content. This is a plus point for our website. If
we get more backlinks to our site the higher the chance of being ranked higher by the search engines.

We created backlinks via

• Social Bookmarking
• Classified Ads
• Blogs
• Articles
• Commenting
• Profile Creation
• Pdf submission
• Blogspot
• Forums

5) Social Media Presence

It included maintaining a weekly routine of social media posts, finding buzzing and relevant content and engaging
with the audience. We make sure that people have access to our contents from not just our website but through
social media platforms. Linking various social media available can help to improve our site’s popularity and getting
high no. of visitors.

6) Monitoring and reporting

For monitoring and analysis of the SEO process, Google analytics were used. For Gift A Place, it has been just two
weeks since we started SEO for the website. On searching the keywords, the website is displaying on the second
page of the organic results.
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#AHappierMe

Numbers do matter, and 800,000 is a considerable number of lives lost cause of suicide. Every life matters, which is
why this World Mental Health Day, 2020, we are spreading mental health awareness and encouraging all to promise
themselves to be #AHappierMe. #AHappierMe takes an opportunity to foster a creative event catered by California
Medical Behavioral Health (CMBH) in San Diego, California, USA. Based on the very foundation of bringing experts
and people together to spread mental health awareness, #AHappierMe sets a benchmark to break the related
stigma.

Our professional team of skilled and experienced board-certified doctors, nurses, and psychiatrists is equipped to
treat a comprehensive range of mental health conditions, emergency care conditions and injuries, chronic illnesses,
and general medical services. We commit to excellence when it comes to the quality of service we offer. This World
Mental Health Day, 2020, we envision to take our initiative of mental health awareness a step forward and engage
people from communities in creative activities. If you are creative and passionate about mental health, ‘A Happier
Me’ contest just might be for you.

❖ Importance of Mental Health in 21st Century by Anup Soni:

Check out the video: https://www.youtube.com/watch?v=U9rNeRAoc8E

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❖ The Secret of Happiness – Delnaaz Irani

Check out this video: https://www.youtube.com/watch?v=Xopv5MnFsWU

❖ Ms. Shruti Panwar Speaks on the Importance of Mental Health:

Check out this video: https://www.youtube.com/watch?v=SsCyqPAqUUk

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#AHappierMe Creative Competition:

The event lays its core focus on four creative stacks of extracurricular and educational aspects of mental health. This
event will enable you to put on your thinking caps and crop up with innovative ideas, enveloping essays, painting,
sketches, photographs, or short films of ONE minute on the same.

California Medical Behavioral Health has delivered peerless mental health care around the world and is now in
Indian. CMBH has been attentive while treating mental health disorders like:

• Major Depressive Disorder (MDD)

• Eating Disorders including Anorexia Nervosa and Bulimia Nervosa
• Anger management
• Mania
• Suicidal Tendencies
• Anxiety disorders
• Psychotic disorders
• Mood disorders
• Obsessive-compulsive disorder (OCD)
• Post Traumatic Stress Disorder (PTSD)
• Schizophrenia

To help us spread awareness of these tabooed illnesses, you can choose to comprehend your thoughts by
participating and submitting your entries in more than one category. For further details, you can visit our website
and explore more about the available categories.

California Medical Behavioral Health USA (CMBH)California Medical Behavioral Health USA (CMBH) plays an
important leadership role in promoting the #AHappierMe event, carefully monitored by our affiliate, Compendious
Med Works (CMW), in Lucknow, India. Compendious Med Works (CMW) has been awarded for The Best Mental
Health Practice of the year award in 2020.

We welcome all reputed institutions to collaborate with us and encourage students to take a step toward
eliminating the stigma surrounding mental health conditions by participating in this creative fest and this why we
are reaching out to you.
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Essay – Writing Competition:

The participants are required to write and submit an essay, addressing the current mental health scenario in the
country, how the pandemic has worsened the mental health of people in their community, myths, and stigma, ways
to reduce or eliminate the same, when people seek mental health treatment, particularly in the underserved
communities. Your essay should include creative ideas, suggestions, and solutions and not just facts and data on
mental health conditions. Your essay can center around the following points:

• Ideas and solutions that can start a conversation,

• Solutions for reducing or eliminating cultural barriers,
• Suggesting changes in healthcare policies,
• Addressing areas of concern for people and communities in remote areas.

Photography Competition:

The participants are required to submit a photograph, addressing the current mental health scenario in the country,
how the pandemic has worsened the mental health of people in their community, myths, and stigma, ways to
reduce or eliminate the same, when people seek mental health treatment, particularly in the underserved
communities. Your photograph should include creative ideas, suggestions, and solutions and not just facts and data
on mental health conditions.
 22

Painting Competition:

The participants are required to submit a painting/sketch, addressing the current mental health scenario in the
country, how the pandemic has worsened the mental health of people in their community, myths, and stigma, ways
to reduce or eliminate the same, when people seek mental health treatment, particularly in the underserved
communities. Your paintings/sketches should include creative ideas, suggestions, and solutions and not just facts
and data on mental health conditions.

Short – Film Competition:

The participants are required to submit a short film, addressing the current mental health scenario in the country,
how the pandemic has worsened the mental health of people in their community, myths, and stigma, ways to
reduce or eliminate the same, when people seek mental health treatment, particularly in the underserved
communities. Your short film should include creative ideas, suggestions, and solutions and not just facts and data on
mental health conditions. Your short film can center around the following points:

• Ideas and solutions that can start a conversation,

• Solutions for reducing or eliminating cultural barriers.
• Suggesting changes in healthcare policies
• Addressing areas of concern for people and communities in remote areas.
 23

With FREE REGISTRATION open to everyone, this #AHappierMe event is for individuals from all age groups and
backgrounds. There is an option to choose from a plethora of nomination categories. Participants can choose to
submit their views on the topic of “Importance of Mental Health in the 21st Century” via essay writing, photography,
short films, and/or paintings. There is also an ambassador program through which participants can enroll themselves
and become leaders of mental health awareness in the community.

We welcome you to #AHappierMe and wish everyone fruitful and enjoyable participation in this event.

Let’s all promise to be a happier version of ourselves on this World Mental Health Day, 10th October!

Roles and Responsibilities at #AHappierMe

Step Ⅰ - Identifying ways of promotion and advertising

Step Ⅱ- SEO (Search Engine Optimization)

1. Daily schedule of social media activities : When the updates and news are published on social media like
Facebook and Twitter. Users like and share the posts and it creates brand awareness.

Social Media Presence - It included maintaining a weekly routine of social media posts, finding buzzing and relevant
content and engaging with the audience. We make sure that people have access to our contents from not just our
website but through social media platforms. Linking various social media available can help to improve our site’s
popularity and getting high no. of visitors.

2. Search Engine Optimization

Keyword Research - Keyword research is the most important first step in SEO. We used Google adwords keyword
planner and Uber Suggest for searching keywords that are most relevant to the website and that has maximum
search volumes.

Some of the keywords we used for SEO are :

• World mental health day

• Mental health awareness
• Mental health
• Power of positivity
• Creative competition
• It’s okay not to be okay
• You are not alone
• Mental health stigma

Off-page optimization Off-page SEO refers to activities you can perform outside the boundaries of the website. Off-
Page SEO is a term used to describe the process of promoting the website on the Internet for the purpose of gaining
references (links) from other websites. It included :
 24

Link Building : Backlinks

Backlinks are important for SEO. All SEO related studies agree that when it comes to Google rankings, the websites
that have the strongest links appear in the top positions of Google.In link building we build our website’s popularity
by making sure we get as much backlinks as we can get. Links act as a bridge for search engine crawlers. Using their
various algorithms they can find out how web pages are related to each other. The basic idea is every link that
directs users to our website is an endorsement to our site’s quality. This means other web pages are directing users
to our site because we have relevant and useful information on our content. This is a plus point for our website. If
we get more backlinks to our site the higher the chance of being ranked higher by the search engines.

We created backlinks via

• Social Bookmarking
• Classified Ads
• Blogs
• Articles
• Commenting
• Profile Creation
• Pdf submission
• Forums
 25

The Purpose and The Research Question

The commissioning company – Compendious Med Works utilizes social media marketing and is aware of some other
digital marketing tools. Unfortunately, it is not enough to have an online presence to be fully efficient in the digital
marketing arena. To improve the situation, the company would need to acquire better knowledge of the topic, to
increase awareness about the most effective digital marketing tools and, finally, to implement a suitable strategy.

The main purpose of the given research is to study the existing digital marketing tools, to analyse Compendious Med
Works effectiveness in this field, determine the most suitable methods for the company to represent it-self online
and to provide objective recommendations and suggestions on digital marketing strategy based on the actual
situation, theoretical and practical research results.

The steering pointer of this work is the Research Question, which is formulated as follows: “How can Compendious
Med Works implement proper digital marketing strategies to improve stable sales growth?” It is already mentioned
before that the commissioning company does not have a precise digital marketing strategy serving its long-term
goals; consequently, the outcome of the research should provide the applicable one.

It is worth noting that CMW should have a stable and constant growth to be competitive in all the markets inside
and outside the Euro Zone. To serve its purpose the digital marketing strategy should be well planned and
responsive to the market and industry requirements. For example, music instruments retail business demands
visibility, transparency and strong brand name for the company to conquer the leading positions.

Objectives:
Apart from the main goal of this research, which is already mentioned in the previous chapter (The Purpose and The
Research Question), there are also several objectives allocated to the most meaningful parts of it. All of the four
objectives of this study are of directing character, explaining the area of the work and giving a preliminary
understanding of the possible outcomes. The first objective is to describe and analyse existing digital marketing
tools such as social media, search engine optimization, and others. It is followed by the objective related to the
research chapter of the study: “To analyse digital marketing strategies used by competitors and business partners.”
The last two objectives are touching on the current situation of the company - “To assess existing digital marketing
strategies of Compendious Med Works,” and recommendations part – “To recommend best suitable strategies for
CMW.”

Research Methods:
The Internet is rapidly changing, bringing new practices in the digital and particularly online marketing. Owing to its
alterations, informational environment perennially creates new sources of information which are vital for
consideration in digital marketing. Reliable internet sources and articles, as well as marketing-related literature, will
be introduced in the chapter 2 THEORY and will be underpinned by secondary data acquired through a set of the
interviews conducted previously.

To detect the most successful examples available online, digital marketing benchmarking was utilized as a powerful
agent of analysis music instruments retail companies of all sizes located in the different countries, including the
most developed in the music market: USA, UK, Germany, and Japan.
 26

Primary research means - interviews and questionnaires were conducted with the employees of the company and
with partner companies including distributors, dealers, and agents. Also, there was an ongoing dialogue, mostly
through emails, with a couple of key people in the case company whenever any clarifications and accurate
information on various matters were needed.

This nature of the research could be called direct action based, as it is directed to provide company-tailored
solutions, digital marketing action plan and to highlight the main and most important points to pay attention to.
 27

THEORY
The Internet

Simplifying its definition, the Internet can be explained as a computerized virtual network, allowing easy access to
the massive and unlimited amount of information and communication channels, operating worldwide. It applies
standardized communication protocols in its interconnected networks. (Oxford Dictionaries 2016.) Inventions such
as the telephone, the telegraph, the radio and the computer led humanity to a completely different level of
communication, possible to access from any spot on the world map, interaction miracle – the Internet. (Leiner 2016)

The Internet is rooting back in the fifties, and since that time till nowadays it contributed in the history and brought
its revolutionary ideas to the life of modern humanity. There are several important dates, which made the Internet
as it is known now:

In 1958 military and scientific achievements received new directives established by Advanced Research Projects
Agency known as ARPA from the United States of America. To the great surprise, conceptual idea of network came
not only to ARPA, but also to the other organizations: NPL, MIT, and RAND.

• Stanford Research Institute (SRI) connected to ARPANET in 1969. The first message reaches its recipient in
the face of SRI at the same year.
• Later in 1971 the first email application, simple software, was developed by Ray Tomlinson.
• ARPANET first time went international building new connections in 1973.
• The very first domain of dot.com type was received by Symbolics Computer Corporation – the pioneer in the
development of computers in 1985. (Symbolics 2016)
• The Internet Society was formed in 1991. Also, Tim Berners-Lee, associated with many inventions, devised
the World Wide Web or WWW. (Biography Online 2016)
• In 1993 the phenomenon of the Internet firstly started to be lighted by mass media and received public
notice.
• 2005 became the starting point of YouTube. (Investintech.com 2016)
• Larry Page and Sergey Brin established Google in 1998 (Google 2016)
• Facebook was no longer a closed network in 2006.
• The internet celebrated its twenty-fifth anniversary in 2014. (The World Wide Web Foundation 2016)

It is hard to believe that only twenty years changed the world and people mind beyond recognition. The Internet is
almost inseparable from the everyday life, even though, back in the years it was only a concept, science fiction for a
public mind. Nevertheless, it brought the greatest force to change ever. It continued the work, which was started by
the telephone invention, not only erasing the borders, but also bridging the continents and supporting globalization.

All kind of information can be found on the Internet and its amount is truly enormous. It is no longer just a way to
connect, it is also a solid business platform, creating new jobs and, in accordance to The Verge (2014), it is a “tool of
economic control.” The Internet rapidly became something very natural, not a rare and unique, but already
expected to go included in the package, enclosed to the modern life. (Patel 2014)

Online Marketing
 28

There are two names for the marketing done on the Web; they are Internet marketing and Online marketing, which
in the core are completely the same. Online Marketing serves its users through traffic increase to the advertisers’
web pages with the help of pay per click, banner advertisements, pop-ups, targeted email lists and other means of
marketing. (BusinessDictionary 2016.)

Diverse online marketing tools and applications, abreast with the latest techniques, are meeting their public every
day. The value, which is brought by them, is never the same because some of them are very applicable and the
others are more rarely used. Despite constant addition to the family of online marketing, due to high effectiveness
and reliability, some previous tools and techniques remain eminent and demanded nowadays. The more detailed
information about online marketing is presented later in the following chapters.

It is generally accepted that online marketing benefits all the participants involved in the process of internet
networking, starting from bloggers and consumers to the sellers and advertisers. However, a number of benefits
working for the benefit of both the advertiser and the consumer are not uniformly distributed. For example,
business is gaining monetary values, saves time and receives attention, while consumer could get faster access or
the information, products and entertainment. (Stokes 2011, 21- 22.)

The Internet created completely new markets and contributed to the development of ways and means “how” to sell.
Everything changed dramatically: consumer got a power and ability to reach all companies’ levels, contribute to the
product, whereas businesses, present online, reached a whole new level of communication with clients, and
customer relationship building became simpler. Even the separated business categories, like marketing agencies,
gained a lot of innovative ways of marketing that made them attractive and prestigious. (Stokes 2011, 22.)

This day, sellers have a better chance to understand their customer, because all the relevant information is
collected, recorded and analysed. The essence product, which is suitable for anyone does not attract customer
anymore, as it does with the right branding and customized features, which are significantly narrowed down to the
one's needs. With the help of online marketing, already well-known brands acquired more recognition and power
and established better customer relationships. (Stokes 2011, 22.)

In present, the online marketing and the marketing itself began being integrated into people lives as never before.
Previously, around ten years ago, the advertising was able to capture strong audience attention, while nowadays it is
mostly not recognized by overloaded minds. All the needed information easily permeates human consciousness,
stores and later it appears when making decisions or purchasing something.

New tricks and means of marketing were invented in order to drive consumer buying behaviour. All spectrums of
personal values and feelings are used by marketing agents to reach better influence on the potential customers,
who already saw almost all possible wonders of today’s marketing. It brings a lot of challenges in creativeness, idea
generating, selling, promoting, and, of course, gives a room for the competition between marketers and marketing
agencies to become heavier.

New information about customer perceptions and interest provides marketing agents a chance to create more
relevant and interesting advertising material and gives a magic wand of competitive advantage in their hands.
Understanding of customer interest, thinking and feeling the same or, as it known, the ability to stand up in his or
her place are normally paying off with solid results.

Only in the range of twenty years, online marketing went from the first advertisement till the present complication
of interconnecting means, tools, and techniques it obtains. These twenty years were not as an empty sound going
nowhere, but went through several historical steps of development, listed below:
 29

In 1993 Global Network Navigator sold first web advertisement to the law company Silicon Valley. The
advertisement was not static anymore and was it subservient to the mouse click.

• In 1994 Modern Media sold first banner advertisement from Wired’s web page.
• The first “Search advertising keywords auction”, organized by GoTo.com took place in 1998.
• AdWords started by Google in 2000 was followed by Facebook launching in 2004
• The television conceded to Internet first time in history in 2009. (Bourne 2013)

Online Marketing Strategy

The online marketing strategy is a phenomenon characterized by the application of virtual - Internet models and
means with all its benefits to the company's marketing. Normally, these strategies are simply a switch in the seller –
buyer communication towards company’s web page. (BusinessDictionary 2016) The core concepts of old school
marketing are still forming the base of any Internet advertising, but, despite this, they are slightly empowered by
innovations and technological inventions, opening up completely new horizons. (Stokes 2011, 22.)

Any strategy of traditional or modern online marketing goes through some stages before it starts to work. Strong
connectivity of overall company’s goals to its Internet marketing strategy should be immediately reflected in the
steps the company takes. Unequivocally, these steps are not similar in different cases or entities, however,
coincidences between online strategies and earlier type of marketing still exist, because one resulted and developed
from another. A good illustration of this could be:

• Identifying the connection of marketing strategy with major company's goals.

• Assessment of the validity of the marketing strategy.
• Ensuring that Internet marketing objectives are supportive for general marketing purposes.
• Striving for competitive advantage, achieved through defined strategic manipulations.
• Selection of the most suitable strategies and rejecting potentially less effective once.
• Implication of single, well-planned marketing strategy.
• Consideration of prebuild, commonly known marketing strategies (Chaffey, Ellis-Chadwick, Mayer &
Johnston 2011, 201.)

Striving to success, Internet marketing strategy should be no longer product oriented. Customer orientation rapidly
came into the focus of modern marketing and moved the centre of business thinking to another direction. Stokes
(2011, 22) stresses out that any action in online marketing and all associated processes must be directed exclusively
to the customer.

To understand what customer needs and how it should be delivered, measuring ways and tools were invented.
According to the measuring and analysing results added to the efficient and up-to-date marketing, tools effectively
working strategies can be designed. There is almost no single detail in customer action or behaviour, which can be
omitted and not considered while building a strong online strategy. (Stokes 2011, 22.)

When the customer was understood, the great part of the process is ready, but there are some cases when the
customers are too many, they have very diverse needs and require separate attention. This raises another part of
excellent marketing strategy, where not only the consumer is counted, but also the business influencing factors of
external and internal environment are included. The need for analytical thinking created highly-demanded
professional niches because the decision to buy is already done for the customer if the online strategy is right.
(Stokes 2011, 24.)
 30

Marketing Mix

Product, Price, Placement and Promotion, known as the Marketing Mix, were brought by the American professor -
Jerome McCarthy back in the sixties. In our days the four Ps are well-known basics of the marketing strategies of
traditional and computerized type.

The unilateral approach can find its place neither in business, nor in life. Traditionally, Marketing Mix was always
perceived from the seller's point of view. Stokes (2011, 24) points out that in the “Product, Price, Placement and
Promotion” more customer oriented approach can make the greater positive difference.

Later, to emphasize the meaning of the consumer and show the value of customer service for the business, another
three Ps were added to already existing Marketing Mix. The three Ps are decrypted as People, Process, and Physical
evidence. (Hanlon 2014) At the moment four Ps still remain as they are, though the P number five could be
appended to them or included in all four.

The marketing Mix starts with the first essential – Product. This part of the Mix generally replies to the question:
“What does the company sell?” By replying to this question, goods or services on offer can be stated and described.
With Internet foundation, new markets appeared and were explored by all kinds of businesses. From this
perspective, new cells for the products emerged and sharply broaden its range. (Stokes 2011, 24.) The Internet has
greatly increased the variety of products. The majority of the products lost their general nature and opened for
customization, owing to The Web. It removed the need for the product even to exist to be customized. All the
customization can be done by the customer without going out of the bed on the plan of the product is ready. (Stokes
2011, 24.)

Returning to the customized products and solutions, Chaffey (2011, 280) mentioned that branding issues Product P
of the Marketing Mix, because of buying, customer rationalizes own decision. This means that the majority of the
advantages and desired options can be selected only from the core product, extended one or even selectively picked
from both categories. Also, the consumer does not have associated physical signals viewing online shop or visiting
company's website. The opposite effect would imply for visits to real shop or store. The whole phenomena could be
explained by the fact, that customer does not change the place for shopping, so the environment, atmosphere, and
pattern are remaining the same. Literally speaking, Internet users are limited to the scope and image created by the
companies. This reality is very beneficial for the companies because by providing proper image and brand
perception to their customers they can eliminate unnecessary risks, reduce costs and improve company’s reliability
online like they would have in an actual store. (Chaffey, EllisChadwick, Mayer & Johnston 2011, 289.)

From the ancient times, everything had its own price. To get food or any other necessities people used to barter and
different nonmonetary values, such as coffee, cocoa beans, fur, sea shells and later monetary assets were utilized
for that. This day, price remains one of the most used words in business and four Ps do not exclude it. The proper
pricing generously rewards the seller and brings a lot of benefits when it is used the right or even the best way it can
be.

It is worth to mention, that customers are getting own advantages from the Internet usage when it turns to the price
of goods and services. Whenever it is required, the consumer has an access to all price catalogues from different
sellers. With this understanding, some businesses are going for the price differentiation and price leadership, which
again, is very handy for the customer, searching for lower prices and better alerts. Of course, the price competition
 31

is not always healthy for the company and the product quality, but usually, it does nod reduce the demand. (Stokes
2011, 25.)

There are few pricing strategies, which are used in the business of today. Nevertheless, Chaffey (2011, 295)
highlights a couple of the most popular methods of Internet product pricing. Beginners and companies launching a
new product category or line are more likely to set low prices while getting awareness and customer portfolio for
the product. Mature companies with existing customer base do not need any changes to the price, if there are no
new products, so the actual product prices can be listed as they are. In cases of consumer attraction, some products
can decrease in price, but strategically, not for a long-term scale. (Chaffey, Ellis-Chadwick, Mayer & Johnston 2011,
295.)

The rest two Ps – Place and Promotion are harder to define for online marketing because everything happens in the
same place. With the Internet and global connections, products can travel front door of the seller to the customer
with minimum effort, costs, and in the most efficient way. In spite of the fact that location does not matter anymore
and the customer can purchase a product from any part of the world, Place and Promotion should still be taken into
consideration for Internet marketing. (Chaffey, Ellis-Chadwick, Mayer & Johnston 2011, 306.)

Many companies started to work internationally, without crossing country borders, thanks to the Internet. All ties to
the companies’ locations were destroyed allowing bigger possibilities. Different type of products emerged from
bigger market spaces, and individuals as well as companies started to save money on marketing material, which is
much simple to produce now. (Stokes 2011, 26.)

Lastly, Promotion, the fourth component of four Ps, serves companies in informing and communicating product and
company related information directly to its clients via a variety of marketing means, Chaffey (2011, 314) states.
When Promotion is well organized, customers are aware of companies, brands, the most crucial points, and this
information does the job it is expected to.

The promotional results always should be measured and analysed for improvement. As the online promotion is
computerized, it can be processed better and more accurately than the traditional one. (Stokes 2011, 27.) Returning
to the previously mentioned idea, online marketing is strongly supported by different means and techniques used
for the idea communication, which are appearing constantly. Thus, the bigger scale of methods provides more
options to choose from, it is impossible to utilize or follow all of them. To avoid focus loss, companies have to be
more careful in the selection process and form their promotional strategies with best-working means.

Another, already mentioned, P number five found its place in the Marketing Mix. It stands for customer importance,
storytelling, personalized way of doing business and fully called “People”. (Stokes 2011, 27.) In some cases, People
also bring in the picture Process and Physical evidence as they are other components of tree Ps known as “the
service elements” (Chaffey, Ellis-Chadwick, Mayer & Johnston 2011, 315.) The more three Ps are used by the
company, the greater result it gets. The companies, who strongly consider People and let its customers be involved
in their story and activities, can be named the most successful ones. (Stokes 2011, 27.)

It is a well-known fact that customers are expecting personal attention, involvement, and personalization now more,
than ever before. It gives the fifth P more value for the businesses, and it will help it to become even stronger in the
nearest future. Such changes are leading companies to money and time investments in storytelling and other
customer tailored means of Internet marketing.

Online Marketing Benefits

 32

Benefits, resulting from online marketing in Serving, Selling, Speaking, Saving and Sizzling, can be investigated by the
model of Paul Smith - 5Ss of Internet marketing, which was created and introduced in the 2000s.

The 5Ss of Internet marketing go through all Ss and estimate each of them in terms of Internet marketing benefits,
the ways of benefits’ supply and an expected outcome. (Chaffey, Ellis-Chadwick, Mayer & Johnston 2011, 17.) The
more information about the 5 Ss of online marketing is introduced in the following 2.5.1 chapter.

The 5 Ss of Online Marketing

The Smith’s 5 Ss are starting with Selling, which is directed to the general sales volume increase. Sales S includes all
types of sales (offline and direct online sales), affected by various online marketing tools. Launching new product
pricing and enlargement of customer base through attracting customers, rather interested in direct online sales than
in the offline ones, can noticeably increase sales. (Chaffey, Ellis-Chadwick, Mayer & Johnston 2011, 17.)

Companies present online have a better chance to serve and bring more meaning to the customer. A variety of
advantages can be immediately provided to the customer through the Internet, as well as product and company
development issues can be brought through online feedback and comment.

Web page of the company should not only give insights into the product and organization but also bridge seller and
buyer in open and frank dialogue. (Chaffey, Ellis-Chadwick, Mayer & Johnston 2011, 17.) For example, companies,
which are already online, are able to provide support and guidance through live chats immediately, when the
request is received. On another hand, nobody likes badly structured contents and design, which explains the high
need for well-functioning and appealing web pages. This helps the customer to sense care and gain the best from
the usage of the company’s page.

The first S is followed by Speaking, which is directly integrated into Selling. It stands for improvements in any
communication and interaction with customer and strives to get even more active and close. Therefore, constant
dialogue interesting for both sides should be maintained through questioners, forums, chats and other possible
ways online of communication. (Chaffey, Ellis-Chadwick, Mayer & Johnston 2011, 18.)

In order to do better online marketing and create memorable Internet campaigns, the company should collect and
process more customer-related information, such as age, gender, profession, hobbies and interests. For instance,
participation in company forums or chats usually requires predefined personal information.

Moreover, there are always ways to get particular knowledge on the buyer behaviour and habits. Nevertheless,
sense of proportion should be always in the mind of agents. Information like sexual orientation, credit card number
(except payments) or any very private information should be never touched, in order not to stress and violate
customer feelings.

Internet marketing can be even a big cost saver. Just think of how much money can be spent on paper and ink and
production of newsletters, advertisements, and banners yearly. All this trouble can be minimized almost to zero with
all online marketing tools, which are available today, and even reduce environmental pollution.

Companies do not have to store all the needed information on the paper because they can use online folders and
storages providing fast and convenient access to the information in any place and time. To save even more,
businesses are widely using self-service not only in the supermarkets but also online. The company saves –
customers are independent and happy. (Chaffey, Ellis-Chadwick, Mayer & Johnston 2011, 18.; NetXtra, 2016)
 33

By offering something attractive and different, whether it is, a product, service or the way how it can be purchased,
companies are still able to have a single brand image and recognizable web page. This helps to enlarge brand
awareness on the Internet and describes what Sizzling, as the last component of 5 Ss, means. To win customer
attention and loyalty, the enterprise should not promise something unrealistic, but show only existing benefits add
more value for their customers. (Chaffey, Ellis-Chadwick, Mayer & Johnston 2011, 18.; NetXtra 2016)

Additional Benefits

There are few other additions to the benefits of the Internet marketing, which are self-explanatory, but still should
be mentioned. They are Interplay, Traceability, Demographic Focus, Measurability, Reach and Constant Availability.

To start with, Interplay helps digitalized companies to use different tools, such as video and flash applications
together with driver formats to create better communication and customer relationships.

The demographic focus mostly explains how companies can benefit from regional consideration and reach those
specific customers, who would be interested in the offers and most likely would buy the product.

Measurability stands for modern online marketing means to facilitate information processing and shows the
effectiveness of click-through rates and pay-per-click. All this works even better because online marketing does not
need to stop for a break and it can reach the customer any time of the day and night twenty for hours a day, 365
days of the year.

To conclude, online marketing has even more advantages, which are attracting companies to step in the interactive
plane. The properly used Internet marketing strategy not only creates stronger traffic to the company’s web page,
but also changes their status from visitors to clients. (Stokes 2011, 214-215.)

2.6 Online Marketing Communications

The chapter Online Marketing Communications mostly refers to the meaning of contents independently and as a
part of different means of Internet marketing, like social media channels. The first subchapter covers Content
Marketing as it is an element, which can be successfully integrated everywhere. It is followed by social media
channels such as Facebook, Twitter, and Instagram plus by a description of CEO or Search Engine Optimization to
explain the vitality of its utilization.

Online Marketing does not stay at one place, but it constantly moves towards innovativeness. As it was already
mentioned before, the earliest forms of Internet marketing, which are still valid and even effective, are
supplemented by new emerging means. Due to its fickleness, online marketing requires keeping an eye on the
changes all the time. For this reason, Internet marketing tools represented in this chapter were selected in
accordance with latest tendencies.

2.6.1 Email Marketing

The direct marketing mean strongly reliable on the digitalized ways of communication is called email marketing. It is
as simple as massaging potential or already existing customers through email. Different targets can be reached
through email. The significant advantage of this tool of online marketing communication is that relationships with
customers can be managed and regulated outstandingly well, that is why it is used in CRM. On another hand, email
marketing is very direct and can be narrowed down to the desired audience very accurately. Obviously, it is not the
only one advantage of email marketing. It also can be a cost saver, which can be well customized, measured and
modified. (Stokes 2011, 170.)
 34

It is worth to mention that email marketing has some options of the messages. A single message can represent a
direct marketing or carry company related material. The first is known as a promotional message and the other one
as a newsletter. (Stokes, 2011.) The message should never be fully independent, but necessarily connected to the
online marketing purposes of the company. The direct information leading to concrete actions such as order or
information request is more likely to appear in the promotional message, while newsletters are genuinely
sanctifying company related changes and have long-term nature. (Stokes 2011, 173; Fore 2016.)

Apart from already mentioned newsletters and promotional emails, there are catalogues, invitations, alerts and
communicational messages. Despite the choice, which email marketing provides to businesses, it cannot be used
thoughtlessly without any distinguished plan. Targeting and building the email marketing strategy should be planned
well in advance with small detail consideration and knowledge about audience interests. The data about market
should be supportive of the design process and eliminate unnecessary risks from the shoulders of marketers. The
biggest difference is made when the marketing campaign starts and emails start to reach hands of its receivers.
(Hollier 2016)

To provide better possibilities for further email marketing campaigns the company should pay attention to its
client's database. It is considered to be that customers, who signed for updates and promotional material, are
forming the main email marketing database for the business. The most important information in it is the email
address, but other types of information can be essential too. For example, the name and gender of the customer can
help in the personalization of email and make it more polite, whereas the frequency of updates will help to avoid
pressure. (Stokes 2011, 174-175.)

The next step after database establishment is a content creation, which will serve to the company and its clients. It
cannot be too long and official but should keep the intriguing and attractive character. For the company, content
creation is a serious responsibility because of the users, who signed for the company's emails and provided their
personal data, have their own expectations on the outcome of this action. It means that they need the distributed
information, appreciate company or product or have a particular interest in something. That is why the business
should treat them better, deliver the information on updates and campaigns faster, and offer special alerts and
discounts to show the appreciation.

The message, striving to reach and grab the attention of the audience, should have a good design and clear
language. As the main goal of the email marketing is mutual benefiting of the company and customer, messages
should deliver more value. The valuable content of the message is something simple, meaningful, attractive, new
and necessarily existing. Supposing the mentioned above criteria are met, the receiver is more likely to read and
think about the message. Otherwise, overload of information and email bombing, which take place these days,
decrease the chance of the message not being deleted immediately after opening.

The content of the message should have a personal connection to the receiver’s interests and feelings, be alive and
have less complicated business wording. It also should not be monotone and as a consequence - boring. Even small
amount of acceptable and warm humour can be included in the message, but it should never take the main focus
from the core set of the information. Even the size of the email matters a lot, too short messages can be perceived
as not serious, but too long texts are difficult to concentrate on. In case if there is a strong need to include more
information to the email, it can be relocated in the separate document, page accessible through included link or
even some form of visual representation. (Hollier 2016)

Content Marketing
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It is generally accepted that content it is something which refers to the literature, poetry and any type of written
interconnected information. For example, there can be a content of the book, magazine, journal or the document.
However, the word “content” can be used on the Internet too. It applies to all the information available on the web
pages of the companies, blogs, social media channels, chats, whether it is a video, picture or a description. Content
has a variety of shapes and forms, but it always serves as filler and brings sense. Ideally speaking, the Internet equals
to content. (Handley, Chapman 2011, 6-7.)

As the content is everywhere, especially on the Internet it appeared to be a possible tool of attraction and
interaction with the customer and as a result, it gave birth to the Content marketing. Nowadays, Content Marketing
is a tool for making a profit through establishment durable customer communication and usage of inspiring and
interesting content to attract desired targets.

It is worth to mention that Content Marketing is not a direct way to make revenues or to sell a product, but if it is
done properly it leads to that. It serves as a strong communicator between the company and the customer, which
strives to never stop and produce more relevant content to be able to regulate customer’s actions. Once
communication circle is created it is easier to deliver the information, promote new ideas and perceptions or simply
to inspire, because their attention is already received. (Content Marketing Institute 2016)

Direct customer communication is a source of advantages for the company. When the customer consumed the good
or service, the experience is normally remembered, because it created some emotions and thoughts. For the
company, customer experience can be used as a source of feedback or development suggestion. The customer is not
happy – something went wrong. The faster company will get the reply about what is not satisfying for one customer
the sooner the problem can be obviated. (Content Marketing Institute 2016) To reach greater business results
businesses should remember that content creation, as well as targeting, cannot be directed to all groups of clients
because it makes everything very vague and does not lead to anything. That is why there should be an imaginary
portrait of the company's customer, while content emission. (Quick Sprout 2016)

The marketers doing content marketing highlighted the way how the proper content should be. It cannot be too
complicated but should be visual and well structured. The content itself should be recognizable and brand related.
(DeMers 2013) Besides great amount of written information, social media pages are strongly utilizing pictures and
images to visualize. The picture as the core of the website structure can be seen on Pinterest and Instagram.
Recently Instagram gained an outstanding amount of users and it shows steady growth rates.

Previously, blogs were also only about written information, but today's practices showed that blogs are also affected
by visualization. More and more pictures appear in the posts every day. (DeMers 2013) The information which
contains images is always more memorable, associative and interesting. For example, some online retailer shops
such as AlliExpress allowed customers to attach pictures to their comments and reviews that attract more audience
to interact with the company and other users. Lastly, images could also carry out some structural functions, form
and unite the text.

In today's picture content should be recognizable, but not too pushy or aggressive, because people are overloaded
by different adds which are reaching them every minute. That is why simplicity and clearness are highly appreciated
by the modern consumer. The content should be interesting and guiding for the customer to consider products of
the company. (DeMers 2013)

The client appears as a centre of the content marketing of today, similarly in online and any other type of marketing.
Content creation does not seem problematic or cost-increasing, due to the marketing tools offered by the Internet.
 36

Content Marketing techniques and tools appear almost every day and allow businesses to choose the best and
create needed content with their help simply and almost for free.

The amount of ads on the streets and television made governments reconsider advertising and regulate it more.
Unfortunately, in the Internet amount of ads is not regulated yet and it continues to overload users. With the daily
pressure of colourful and screaming information, many people developed immunity towards any commercials. As a
result, content marketing specialists have to challenge themselves more and create contents which are storytelling
and personalized - the once touching personal feelings.

Summing up, properly addressed content marketing strategy is a mean that can change a lot and bring meaningful
advantages to the company. Some of them are shortly listed below:

• Stimulates communication and supports established customer relationships.

• Increases traffic to the company’s website and converts visitors into customers.
• Give a guarantee to the company that product awareness is high and the created image is perceived right.
• Shows serious intentions of the company through raising its trustworthiness and reliability.
• Ensures presence of the company in various social media channels.
• Helps buyer think less about purchase and buy more impulsively. (Handley, Chapman 2011, 8.)

Search Engine Optimization

Search Engine Optimization for ordinary Internet user might sound like a rocket science or something extremely
professional and as a result difficult, however, it is related to one of the most performed actions on the Internet –
search. Search Engines help millions of users to find required content or web page by word or group of words. These
days alternative Search Engines are emerging all the time, but there are some of them, which are keeping the
leading positions and always have a high demand. In 2016 Google, Bing, Yahoo! Search, Ask. com and Aol Search are
continuing to keep dominance in the sector, where Google has the first place with its 1,6 billion monthly users. (eB-
izMBA 2016)

To provide users with the results Search Engines are involving programmed indexes of words. One search attempt
can result on thousands of outcomes related to the given topic. Normally, the most suitable pages appear on the top
of search result, allowing getting the best matches of the information. For the user search process does not normally
go more difficult than typing the word in the field of Search Engine, finding the right or the most suitable page from
the results and clicking on it. On the other hand companies does not have to do anything to be found by Search
Engine and gain more traffic to their web pages, if they do not want to. Nevertheless, to influence the traffic and to
boost the number of users reaching the site, search marketing should be involved into companies’ digital marketing
activities. (Moran, Hunt 2009, 3.)

Multiple results can be provided by Search Engines; however, all of them can be divided into two categories. The
first category stands for organic results that are the most suitable results march to the searched words. Google
search engine usually makes a very precise fit to the search, which explains its popularity among other search
engines. The results are appearing on the top of the page as it was already mentioned before. The best result always
goes the first and normally attracts the attention of the user. Another category is paid results. These results might
be not the best or hardly related to the search word, but they appear on the top of the page as a marketing mean. It
is not difficult to distinguish organic and paid results, as paid results are having a special mark on them. Usually,
organic search has more attention on it (60-80% of clicks), because the outcomes are more useful and credible for
the user than the paid once. (Moran, Hunt 2009, 5.)
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It is a well-known fact that many people are searching for the information about the products and places where to
buy them online more and more. Some of them are switching to online buying, because it is even more convenient
and simple than going to the local stores. Considering this phenomenon search engines can be one of the most
successful tools for directing all the interested in product and purchasing driven users to the company’s page. When
the customer is already in the right mood and willing to go through different options the company should be
prepared to meet this interest, but if it does not appear as a search result, the opportunity is getting lost. To avoid
unnecessary loses, the company should pay particular attention to the search queries and used words. Mistakes in
the company’s search engine optimization will definitely result on the search outcomes, which means that the
website will not be found even if it perfectly suitable for the user inquiry. (Moz 2015)

Social media marketing is a massive and strong tool in reaching the customers in the Net, at the same time search
engine optimization might seem quite small and useless, but in reality able to generate bigger revenues. The main
point of SEO is that all changes, which are necessary to make to the web page, are very small and even invisible to
the eye of a philistine. There is no complicated structure or formula behind these modifications. Only provided
together, changes can result in the search engine results, web page traffic and customer experience. With rapid
Internet expansion, companies have to remember that traffic becoming more important from day to day in the war
for customer attention. Consequently, a well-planned and implemented SEO strategy will bring more advantages for
the company.

SEO can sharply increase the company’s performance via users’ traffic, but it does not mean that just existence of
some search engine optimization will create a miracle. Company tailored and properly implemented SEO is able to
change traffic to the web page in the positive direction. On the other hand, badly made SEO will not only give a zero
increase in the traffic, but also can worsen the situation. (Google 2016; Moz 2015) Google, as the most used search
engine, provides the basic guidelines of SEO for the businesses. However, the mentioned instructions are very
vague:

• Every page of the site has to be user-oriented. As there might be some trials to make web page more search
engine oriented, cloaking or any deception of users is prohibited.
• Clear structure and hierarchy of webpages is highly appreciated. Internal look on the web page should not
cause any difficulties in navigation.
• Static text linking is the way to represent every page of the site.
• The content of the pages should be useful and full of information. At the same time, all elements of coding
including <title> and ALT should carry descriptive function.
• URLs should be clear and understandable, that is proper way keywords should be utilized. (Moz 2013)

In order to open the topic of prohibitions, it is worth to look at cloaking more closely. This term already appeared in
this chapter and it has a special meaning. Google states cloaking as an action strived to create URL or content, which
will appear differently for individuals and search engines. Google prohibits clocking and takes all the actions to reach
webmasters dealing with it and to delete involved webpages.

There are some examples, which can illustrate cloaking, for instance, introduction of keywords and text information
only when the search engine is the agent of the operation or providing different forms of content to private users
and search agents are the forms of Cloaking. (Google 2016.)

Nowadays, pictures are more used on the Internet than ever before, which puts its emphases on strong
visualization. Nonetheless, pictures are the point, where webmasters should be more careful because text links are
the source which is used by SEO. It is well-known fact that search engine is not able to recognize page without any
 38

text on it. For automated robots and spiders pictures are not readable, which makes it almost impossible to index
web page and the last one is just getting lost for search engines. That is why text links should be included on each
page of the site. Moreover, pages with written information are bringing more value to the users, especially for the
people who are having problems with vision. (Google 2016.)

To create beneficial and well-structured web page companies can use the sitemap. The sitemap represents a plan of
the web page through, which imperfections of flow can be identified and corrected. Clear and hierarchically
planned web pages are more attractive for users and also readable for the search engine. With a distinguished
hierarchy, search engines can easily identify the main topic of the web page and categorize it accordingly. (Google
2016.)

Even though, search engines are dealing better with the written text than with pictures there is still a chance to
make images visible for them. ALT is an attribute, which can be used to describe the content of the picture, often
utilized to help search engines. Descriptive function is not the major one for ALT, but it still can provide the precise
information, as the visual part of image would. In spite of the fact that ALT has a descriptive role, it does not look as
a description or comment and it is not visible for the ordinary user, but when there are some problems with loading
pictures on the page, pictures ALTs are still assessable and doing the same job if needed. (SEO Workers 2013)

Social Media

In order to share ideas, information, interact with other Internet users people are using social media channels. By
the definition of Merriam-Webster (2016), social media represents one of the forms of electronic communication,
which people use creating online societies and communities, where there are no limits for communication and data
sharing.

Again looking at history, the first online social channel was founded in 2002, which is not that far from these days.
The main trait of it was its appearance because it was comparable to the modern social media. This platform for
networking was Friendster initially planned as an online dating web page. Notwithstanding, all the functions it was
providing (profiling, information sharing, messaging), time did not let it be just a dating site but made it a vast
Internet community of three million users almost right after it started.

When Friendster showed its popularity, other social channels started to appear and began to pull the blanket of
glory over themselves. That is how Myspace and later, in 2004, Facebook were born. Myspace creators rapidly
identified the best in Friendster, copied and customized them to reach a bigger audience, which made up around
ninety millions of users on the top of its growth.

Mark Zuckerberg made a great contribution to the nowadays networking with the development of Facebook. At
first, the website was created to force better communication between students all over America colleges. In 2006
Facebook opened its doors to all other users, not included in college network, with going public. After two years, the
website gained recognition of being the biggest social media web page. (Statistic Brain 2016; 1stWebDesigner 2014)

In a few years, social networking websites sharply altered human communication, habits, lifestyle and the life itself.
There are many good and bad points associated with it. For instance, people stopped to communicate in the real life
as actively as they were doing it before the Internet appeared, they can be online and chat there, instead of talking
with people sitting next to them and even one day does not end without blogging, posting and updating.
Unfortunately, medical terminology enriched with the new name of the disease called Internet Addiction Disorder.

On the other hand, content distribution and sharing started to be possible without any physical touch, which also
brings plenty of advantages. People can see and talk to each other without any difficulty, learn more and encourage
 39

personal growth with the help of the Internet. Already mentioned social media, made the bigger impact on
interpersonal communication and amplified the amount of Internet content.

Obviously, with its impact on the human life, social media should be never avoided by the businesses, because it
helps to reach bigger markets. To be successful, the company should be able to integrate social media marketing not
only as a way to enhance communication and to advertise but also inseparably merge it with its core goals and
strategies. (Stokes 2011, 334; Qualman 2013, Foreword.)

To find the solution to the problem assigned by commissioning company, few social media channels were
introduced in the following chapters. The selection choice can be justified by the weight and buzz these social media
are creating at the moment. All social media channels, which will be described later constitute the particular
relevance for the online marketing and could be efficiently utilized for online marketing strategy building.

Facebook

Facebook is one of the most known and recognizable web pages in the world. For a bit more than ten years it grew
amazingly big, and, already in 2014, Facebook had 1,3 billion registered users. Although, back in 2004 it was a closed
Internet community created by the student from Harvard University. (Facebook 2016.)

The success of Facebook can be related to its simplicity. The ordinary Internet user does not need to know anything
about programming or coding to create a Facebook account. For the first visit of the website, the user does not need
to search for the registration forms or bring any documents like a passport. The online registration form appears
automatically and does not require anything demanding (basic personal information.); Facebook registration does
not ask too personal information and can be accomplished in minutes without any effort.

When the registration is completed, the new-baked user receives the access to the own page, which looks the same
for all members of the community. The structure of the page is divided into different blocks, where on the right
there are all groups, friends, favourites and other users’ information. The left part related to recommendations that
can be a game, company page or people, who might be a connection later.

Finally, the biggest part of the page is taken by the News Line, where all updates and news from user’s connections
and subscriptions appear immediately after publishing. The news line can be filtered by newest or top categories
according to user’s needs. Moreover, some pages can be selected as a first priority, which makes the news updates
from them always appear at the top.

The possibility to spread and share different forms of content, including text, links and pictures attract businesses to
be present on Facebook. It helps companies to integrate better in the informational stream and promote the
products without any pressure to the potential customer. Also, Facebook helps companies to start without any
charge and need of planning. It directs companies from the very beginning, starting with category selection. These
categories are listed as follows: Local Business or Place, Artist, Band or Public Figure, Company, Organization or
Institution, Entertainment, Brand or Product, Cause or Community. (Facebook 2016).

To begin a successful story in Facebook the business should attract the user and gain more followers for its page
after the profile was created and the package of first information was added to it. To create traffic and to build
recognition, the company can start with already existing customer base through invitation them to follow the
company’s page.

As per usual, when the business has loyal customers the word-of-mouth spreads and already subscribed users start
to invite their friends, relatives, and other connections to view the page. The company, in turn, does not have to
 40

apply any special or outstanding means to track the traffic and users, who started to follow their page. This data is
counted and automatically displayed in the upper line of the page, where company name, details and contact
information is located.

Not only news and updates can be fast spreading when the company is registered and active on Facebook. The client
communication and dialogue can speed up as well. Taking into consideration the fact that people are more limited
with the time available and like simplicity in everything, it is wise to consider that some people would prefer to ask
questions or leave comments when they are looking through their News Feed, than go the company’s website, log
into webmail or make a call.

The biggest advantage of Facebook is that there is no need to wait until the customer will come and show the
interest in company or brand, but the company can go directly to the customer with the selected content and not
bother or distract him or her. It even allows business to declare and remind about itself more often. In point of fact,
to make Facebook work for the company’s business purposes informational updates should be posted weekly
because many sets of information are appearing every day and users are simply forgetting or losing interest in
earlier publications.

To obtain more followers the company should have a visible tendency in its publishing as it was stated in the
paragraph above. However, it is not wise to talk only about goods or services, while networking through social
media. It could be explained by communicating and interactive nature of Facebook. Some other types of content
tailored to customer needs should be distributed. As an example, interesting company events, guidance, campaigns,
competitions and even stories can be used as relevant and valuable reminders to the subscribers.

It is believed that overall company’s image and perception matters the most; though, it also should be noticed what
the brand creates itself. The smallest details can play the biggest and sometimes very tricky role in what customer
thinks about the business. Company’s information, name and the page content should be written properly, without
mistakes, pictures have to be of the highest resolution and the general view should represent quality. When
everything is on the desired level the business can consider web address requesting, which is generally looking like
this - ’facebook.com/company-name’. It simplifies the company search for the Internet users and helps to correlate
it with other online marketing means. (Facebook 2016.)

Despite the already mentioned necessity for frequent publishing, the company's should also be very careful with the
content it provides. Updates are not good when they are not adding any value to the customer and are done just
because it was decided to do it weekly. The enthusiastic attitude and passion should be added to any content
emitted because it makes the statement more powerful as “love” makes the food tastier.

The author of this research had a chance to examine the effect of added enthusiasm in her personal experience. It
was noticed that firms that are more emotionally oriented can bring the same attitude to the customer and create a
better bond. The company's material which is imbued with strong emotions and commitment is more memorable
and creates a lot of positive emotions. In instances, where perfect for the user content is supported with strong
customer recognition and appreciation, the business gains the most. The faster customer query or comment is
recognized and responded the more customer loyalty business can get. Facebook strongly supports fast
communication and even lets the company mention estimated time of reply in the contact form. (Facebook 2016.)

Facebook also has more business directed services such as Facebook Adverts and Adverts Manager. These means
allow business to target the audience not blindly, but consciously, selecting targeting groups based on gender, age,
physical location and reaching out those of nine hundred million daily visiting, for whom the advertisement might be
meaningful.
 41

After selection of targeted group, the company can decide on budgeting and spending limits, which will be set on
daily or per campaign basis. To manage campaigns effectively Facebook offers to use Adverts Manager, which can
be accessed even through smartphones and tablets. Nothing can be as easy in controlling, tracking and delivering of
product and company information as it is with Facebook Adverts. (Facebook 2016.)

Pinterest

Pinterest is a founded, in 2010 by Ben Silbermann, Evan Sharp, and Paul Sciarra, social media channel, which
strongly targets visualization and active usage of different media. Initially, operating from California, Pinterest was
directed to the people interest, hobbies and things they like. It was helping to dig the information about topics of
interest and connect it to the real life activities, albeit, businesses also found their place here. The reasons why
Pinterest is so important for the modern companies are described later in this chapter. (Semiocast 2013; Pinterest
2014.)

There was a time when call boards were used to make a working day or studying process easier, while Pinterest
found the better implication of this technique and created an online bulletin board for everything an individual may
like or want. The single cell of the Pinterest call-board is named ‘pin’. The original name of the online service from
the beginning states the destination of Pinterest through a combination of pin and interest.

Pinterest is functioning through pins and manipulations with them. The main function and a very core of Pinterest
are Pins. Pins are convenient visual markers that can represent different visual data and links. The users can add,
create and store pins on their own call board, which makes every bulletin unrepeatable and personal. To add a new
pin to the board there is a ’Pin it’ button, which makes everything very simple with one click. That can be either
photos or videos, even though the focus has been heavily on pictures. (Pinterest 2016.)

Each user has an own virtual bulletin board, where new pins are stored after clicking the button. Every pin can be
repinned, which means, that the first author will get credits when the pin is added to somebody's board. Repinning
also allows the user to leave marks and comments to the repinned pictures, videos, and other pins when adding it to
the own call board. (Pinterest 2016.)

To avoid uncoordinated pinning and overloading call boards, Pinterest has sub-boards for content organizing. These
sub-boards can be filled with pins of a particular type such as videos or split up accordingly to the topic, like cooking
or driving. As there might be a different way to unite pins, one single cell can appear in the different sub-boards at
once. Users of Pinterest are free to create various sub-boards, modify and share them with other pinners. Pinners,
as well as Facebook users, can follow other publications and see updates on the home feed. (Pinterest 2016.)

From already mentioned, refining businesses can get some obvious advantages in the form of credits or scores. It is
possible because the initial pin or source is visible all the time, no matter how frequently it was repinned. The
repinning process is identical for the individual users and organizations. It consists of few simple steps:

• Normally individual users are taking the information from different sources and create pins. On the other
hand, companies are more interested in pin content from their own website and rising brand awareness.
• The following steps are more similar for all Pinterest users. Interesting pins are getting repined by the first
round of users including individuals and enterprises (typically, when business partners and elements of the
value chain are also registered in Pinterest).
• Another round of repinning takes place and the same pin appears in other pinners’ boards (sometimes with
additional information)
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• If the pin is interesting enough it spreads more across bulletin boards causing the snowball effect. (Pinterest
2016.)

Two years after its foundation, in 2012, Pinterest opened its doors to the businesses. First accounts for business
were created, and already in a year, more than five hundred thousand companies were registered in Pinterest,
which contributed to the website’s fast success. (Smith 2016) The phenomenon of such a rapid development of
Pinterest as a business tool can be explained by the user mind-set pinners have. The Pinterest user is always
interested to explore and hunt for interesting data and already has an active consumer behaviour that makes selling
opportunities to increase enormously.

Verification of the web page of the company is a crucial step to take after company’s registration in Pinterest. It
provides the direct connection of the company’s means and proves reliability and credibility of the organization.
When the web page was confirmed the company gets a possibility to utilize Pinterest Analytics. The lastly mentioned
Pinterest tool tracks all the motion of the media and provides the accurate data on a number of pinners, who saw,
pinned and checked the information and the company’s web page. (Pinterest 2016.)

It is no secret that people appreciate the high-quality content. It creates the proper perception of the business and
its brands. Pinterest is not an exception to the rule, and it also requires particular quality because it was introduced
as a service of visuals from the very beginning. In this circumstance, companies aiming for increasing steam to the
website and to be more pinned or repined have to keep the quality standards very high for all visuals, including
videos and pictures. For example, it is strongly recommended to use pictures more than six hundred pixels wide.
(Pinterest 2016.)

In order to gain recognition, it is not enough to use qualitative content only for marketing purposes. Logos, profile
pictures and slogans, if visualized have to be on the corresponding level. The better the quality of the content
produced and emitted the bigger chance for the business to gain pinners and repinners interest. Of course, only
quality does not make people pin. The content should be visually attractive, beautiful and distinguishable, and even
include company’s logo, integrated to make a difference and excel from the rest endless amount of the information.

To increase customer base and stimulate the web page traffic, the business has a chance to selectively add “Pin It”
buttons to the most relevant strategy related content. To add already mentioned button, the publisher does not
have to obtain programming knowledge because the code is not difficult and does not need to be changed of
adapted to anything. The code was created by the most enthusiastic pinners and serves as a facilitator of Pinterest
content sharing.

There are minor changes in Pin types, as they are targeting different categories. Pinterest also offers a feature called
Rich Pins. Precisely, it enables to make some distinctive features based on the Pin type. Additional information can
be added to all five Rich Pins, including product, article, place, movie and recipe. This information can play the major
role in the Pin because it can specify the location, mark the availability of the product (important when the offer is
limited) and show live the price changes. (Pinterest 2016.)

YouTube

YouTube is the web page, streaming videos online, with around the globe recognition. It exists already more than a
decade, as it was founded in 2005 by Chad Hurley, Jawed Karim and Steve Chen, who previously had worked for
PayPal. The idea of YouTube was introduced in the same year as it was launched and was rapidly released in the
reality. However, the promising potentials of YouTube cannot be left without recognition of Internet giants like
Google. And already in 2006, Google has bought it for 1,65 billion US dollars.
 43

Several years have passed and YouTube started to grow as fast as it was developed back in 2005. Already in 2011, it
had a number of users exiting a trillion and in 2014 it totalled more than billion signed. YouTube never stood at one
place and it developed with the passage of time. Integration of commercials started to be possible and YouTube Live
took place. Since then, YouTube has introduced multiple new features such as ads, integrated into videos, and
YouTube Live. Live online translations appeared together with automatic play and video categories uniting videos
according to search results. (Dickey 2013; Smith 2014)

Taking into consideration the number of YouTube users, it is not wise to ignore this marketing tool. The companies
of any kind can include YouTube as an effective online marketing mean into their strategic planning. YouTube
proved its efficiency not only as a tool of entertainment and video sharing but also as an effective business
introduction and product promotion platform. With its leading position of the most visited web page, it also
managed to become a very popular search engine and attract more than eight hundred million visitors monthly.

In B2B decisions, YouTube can be a very handy tool, because developed brands usually have strong promotional
videos and many companies are making short introductions to their business in media format. It was even proved by
research, that ninety-two present of business clients prefer to watch videos and forty-three present out of that
audience search potentially good products in videos available online. (Popic 2013; Schmitz 2013)

The company, which considered utilizing YouTube as a part of its online marketing strategy, should always keep an
eye on its potential audience, since the video for a twenty years old student and forty-five years old engineer cannot
satisfy all of them and bring expected value. The idea and integrated message should accurately reach its
destination. The videos uploaded by the company should not only be restricted by content and structure but also
time, as too short videos are not suitable for every case and too long videos are not acceptable at all because they
cannot keep the viewer committed and perceived as boring and. (My PT Website 2015)

To be outstanding and memorable the business cannot let itself get bogged down in the mass of other messages and
news flashes, which already overloaded minds of Internet users. Consequently, all the produced videos should have
a distinguishable style, be intriguing and catchy. Even if the video does not show all the benefits of the product and
does not describe all its features it is enough to make it interesting and relevant to make potential customer search
for it more and visit company’s web page. To achieve the last, businesses have to be very careful with the
information they provide in their YouTube channel and in the video itself. Accurate contact information and logo of
the company should perennially to occupy its place of honour. (My PT Website 2015)

In order to gain business effectiveness of online marketing, all the parts of the mechanism should be connected and
work properly complementing each other. It is impossible to have an efficient and strong Internet marketing
strategy without having the equal strength of every tool or mean, included in the scheme. The business message
should go through the channels utilized and be supported by main company’s goals. That is why when the video is
uploaded on the YouTube channel it should also appear in the other social media channels of the company and on
its web page. The video should be also easy to find by the name. It has to include company’s contact and the
matching description formed from keywords. (Schmitz 2013)

Twitter

Twitter is another famous social media channel that is heavily based on the establishment of networks and blogging
at a micro level. It was founded by Jack Dorsey, Evan Williams, Biz Stone and software developer Noah Glass.
Initially, Twitter was not planned as it is known nowadays. The father of the idea, Jack Dorsey wanted a channel to
work within SMS network, providing information on the user's events or moments in changing statuses. Later
 44

Dorsey met other founders at Odeo, the company doing podcasting, and in tight cooperation and idea generating
they managed to develop Twitter’s idea and lead it to tremendous success. (MacArthur, 2016)

The normal blogging usually does not have any limitations; however, there is another form of it named
microblogging, which has some. As Twitter represents a microblogging platform there is no surprise that it has
limitations too. For example, message sizes are regulated and cannot overlap one hundred forty characters or signs.
Even though Pinterest and Twitter are representing forms of media different from each other, the way how cells or
messages called are based on the same principle and are reflected the source name. For instance, Pinterest utilizes
Pins, while Twitter messages are known as Tweets.

Twitter provides its user a choice from the sending methods. The Tweet can be in the SMS form, created via desktop
client application or directly from the Twitter home page. The Tweet message can be, an ordinary, text one, video,
link or photo, which could be read both by registered and nonregistered Internet users. Howbeit, the users who do
not have registered a Twitter account cannot send any Tweets. (WhatIs.com 2016; Kingston 2013) Like in Pinterest,
Twitter users can like and repost interesting Tweets. This process is called Retweeting and allows sharing the same
Tweet across users news feeds.

The Twitter message normally gets hashtags, which are basically the keywords related to the message. It is
remarkable that hashtag firstly appeared because Twitter users wanted to have a better way to distinguish and set
categories to their messages. (Twitter 2016.) This day, any user can efficiently search for the most interesting
messages through Twitter keywords. The search is easy due to chronology, in which the results are shown. The most
recent Tweets are always shown at the top that allows acquiring the most timely and relevant information. Hashtags
are very useful for the search; hence, they should be in the tightest one connection with content. Also, Twitter has
limitations for tagging Tweets, because otherwise the message can be overloaded with them. The platform allows
adding only two hashtags describing the content of the Tweet. (Twitter 2016.)

Twitter is representing a vast Internet society, which means that all its members are free in posting Tweets and
following other users. There is only one simple button, helping to follow anyone’s publications with a simple click. In
the followed category an independent user or the company can appear, yet the subscribed user will receive updates
to the wall without any difference. All publications are chronological and can be searched anytime, because of
permanency. (WhatIs.com 2016.)

Twitter's popularity made it very attractive for the companies, striving to have a well-planned online marketing
strategy. It was already mentioned previously that profile creation and registration in any social media is not a part
to ignore, but to pay extra attention and time. The Twitter account of the company cannot be any exception and
should be registered already with the understanding of its purpose. The company's channel should be correlated
with its products and image and create the proper impression. That is why the name of the company on Twitter
cannot deviate too much from the original one. In case if it is impossible to use the company’s name, brand name
can take its place or some minor changes can be admitted. (Kingston 2013)

After the recognizable name was selected, the company should think about professional profile image. It is never
good to live the window without any picture or upload a picture of bad quality because both actions are leading to
confused perceptions of customers and decrease their trust. To eliminate possible mistakes, the company can
concentrate on the two options in picture selection. It can be a logo of the company, which is normally used by
bigger entities or an image of store, products, portraits of owners or anything directly related to the company’s
brand. It is essential to make the proper selection because it results in the company’s image and can alienate the
consumer if something is wrong. (Kingston 2013)
 45

The profile picture is not the only one, strongly affecting company’s perception. There is also background image or
header. This picture can be changed to emphasize the main events in the company and brand changes. The style of
background should be preferably matching with profile image to make an improved visual effect. The background
cannot stay without corresponding attention because it is as important as username, contact information, links and
Twitter biography. (Kingston 2013)

Due to high importance of digital marketing general rules of etiquette can be applied, when promoting business
through Twitter:

• All the written text, as well as signs such as hashtags, should be utilized properly. As a result of this,
connections and relationships can occur.
• The business should deliver particular ideas and values to the customers even through social media
channels, engage viewers to the company’s story and let them see the core in the credible and transparent
manner.
• The message cannot be too direct or strict, but it rather should initiate an open discussion and encourage
friendly atmosphere. Similarly to the customer involvement positive tone of the message can shrink the
distance between audience and company and support long-term customer relationship.
• At last, every marketing process should have a cyclical nature. It can be justified by the fact that there are
plenty different advertisements, available for the customer minutely. That is why the company have to
remind about its existence all the time and design a suitable schedule for Tweeting. (Marketing Donut 2016;
Twitter 2016)

Instagram

Another social media channel, which stated its popularity in the worldwide range, is Instagram. It is impossible to
say that Instagram is used by all the people, but those who are using Facebook and other social media channels are
more likely to register in Instagram under the influence of connections and friends. The channel has around 300
million daily users worldwide. (DMR 2016)

The platform is slightly focussing on the images and short videos. The headwaters of Instagram take place in the
mobile network. Ideally, Instagram is about once personality, daily routine or exciting moments, but at the same
time, it can be considered as a valuable platform for marketing and doing business more and more. The suitability of
this social media channel for doing business can be explained by looking at its simple for use structure and the
number of users, who willingly spend their time posting and looking through the updates.

As it was mentioned before, Instagram is more about mobile platform than original desktop version. The core of this
phenomenon is laid in the grooving demand of mobile applications. That is why, Instagram traffic through mobile
apps surpassed the desktop one for first time already in 2014. The first country using the mobile version of
Instagram in a larger scale was the USA and later, in 2015, other nine countries joined the stream. (Smart Insides
2016)

Instagram exists as a mobile platform but not only that makes it easy for marketing and general use. There is editing
function, which is integrated into the process of picture uploading. The picture can be corrected within only one
minute and uploaded to profile, after that, all subscribed followers of the person or company can see it. With all
mentioned characteristics, digital marketing has a greater chance to reach its customers through a free and well-
visualized application such as Instagram. (Instagram 2016.)
 46

Instagram is not only simple to use, but also very easy in profile creation. The limited amount of information is
required for registration of an account. Apart from main profile picture, few descriptive words about the user
(individual, business entity or brand) are available at the profile. Even though, according to Instagram restrictions,
links are not allowed on the platform, there is a possibility to add one clickable link of the web page to profile
information. (Instagram 2016.)

The same way as Twitter, Instagram allows usage of hashtags, which are helping to match photos of users to a
particular topic. The better tagging is done, the more users are able to find the picture. Not only hashtags are
helping to increase the picture views and likes, but description plays a significant role in it too. In case, when few
words of description are intriguing, inspiring or catchy other users and subscribers will remember the photo better
this means that for the business it will bring greater brand identification. (Miles 2014, 7-9.)

In the previous paragraphs it was mentioned that links are forbidden in the Instagram, but this, at the first sight,
inconvenience for the companies’ marketing represents the value of the user. This and restrictions regarding
information sharing and utilization of other users photos create an aggressive marketing-free environment of
Instagram. (Miles 2014, 7-9.)

With growing popularity and business demands Instagram established marketing solutions for businesses. The
function has many similarities with other marketing platforms such as Facebook. The target and material can be
chosen very precisely in order to increase the content visibility. (Instagram Business, 2016) The Instagram marketing
is advantageous in its nut shell. The company can do its marketing totally free or with some small fees, but very
effectively and with fewer time investments than in other social media channels.

Last but not least, the flow of information on Instagram can be perceived as optimal because it does not change too
fast and it is always possible to look back for the publication. Not only pictures but also users can be found without
any difficulty. It can be done through exploring feed, locations of the pictures taken or even hashtags. (Miles 2014,
7-49.)
 47

3. RESEARCH & ANALYSIS

To begin with another part of this research paper, it is worth to mention that author decided to combine the
research part with further step - analysis in order to provide commissioning company with more detailed picture of
the current situation, trends in digital marketing and results of analysis of all advantages and disadvantages existing
in the current Compendious Med Works digital marketing strategy.

3.1 Questionnaire

At first, the author assessed the availability of time for the research process. It was decided that the questionnaire
should be conducted at first place, due to time limitation and a need to approach the bigger scale of companies. The
final selection of sample size for the questionnaire was based on the high demand in the real business related
information.

The first questionnaire was created in June 2016 and sent to the companies, dealing with musical equipment. The
main focus for the questionnaire sample was on the industry, particularly on the retail business. There were special
requirements applied for selection of the population. Every considered participant was not a private customer or
Internet user, but the business entity, which deals only with musical instruments and necessarily has guitar pedals,
amplifiers, and cables as distinguished product categories. These selection criteria were mandatory for consideration
because depending on the type of the business the corresponding replies can vary. As Compendious Med Works
operates in the particular music industry area, the population for the questionnaire and sample were selected
accordingly.

Digital Marketing strategies are diversified not only by the field of the business but also by its location. It was
assumed, that the level of online marketing produced by the Finnish companies differentiates in comparison to
other countries with rapidly growing musical industry including the USA, United Kingdom, and Japan. As a result,
companies from already mentioned industry leaders and some other European countries such as Germany,
Denmark, Sweden, Switzerland, Austria and Finland were included in the quantitative research.

The questionnaire itself was created in one of the most simple and frequently used online forms - Google Forms.
Google Forms is a well-known tool for creation of online questionnaires and surveys. This tool was a venue of choice
for this research paper because of its easy-to-use interface and simplified way of visualizing the outcomes. The short
description was integrated into the form to explain the purpose and expected outcomes. For better response rate
the number of questions was narrowed down to 11, and the half of them was questions with a choice of response.

The final questionnaire sample was compiled with around five hundred companies from countries mentioned in the
paragraph above. An email with the descriptive text and the link to the questionnaire was sent to every company
from the sample. The message can be found on the first page of Appendix 1. It was presumed that the outcomes will
be gathered one month after the first email was sent to the company. Despite the expectations, after the
determined time limit for gathering results, no results were obtained. To solve occurred problem, the questionnaire,
and the supporting letter was reviewed and changed accordingly.

In the beginning of August 2016, another attempt to conduct quantitative research was taken. The second round of
emails with corrected content was accomplished to reach the companies. Similarly to the first contact, replies
regarding incoming inquiry were received. Despite the fact that emails reached companies only four of them led to
the completed questionnaire. Most of the organizations ignored the message and did not con tact the researcher,
while less than ten companies out of the sample replied that they cannot participate in the questionnaire due to
workload.
 48

On account of, questionnaire failure, other research methods were considered as a method to overcome research
challenges occurred. As a final solution to the problem, detailed commissioning company analysis and interviews
were chosen for data gathering. The outcomes and the situational analysis of both methods can be found in the
following sub-chapters.

3.2 Actual Situation

In the sub-chapter Actual Situation, the deeper overview of the Compendious Med Works activity at the Net will be
described and analysed. The background information on the company is available in the Introduction part sub-
chapter 1.1 Case Company. This part of the research is mostly deepening into all the means of online marketing used
by the commissioning company. In addition to that, there is a different prospective of each aspect introduced. They
are external author’s overview, internal situational analysis, and company staff opinion. For the bigger and
interconnected picture of the current situation it was decided to connect descriptive part with pros and cons
identification, which will support Recommendations and Conclusions part of the paper at the later stage.

3.2.1 Website

Currently, social media and web pages of the organizations, as a rule, are connected to each other. It helps to get
more viewers, broaden the connection and as a result influence or build a digital marketing strategy to gain even
more. This phenomenon can explain the reason, why each gear of the watch or mechanism of the marketing
machine should be examined and perfectly fitted to the others. Otherwise, the small defect can reduce operability
and effectiveness of the actions taken.

Compendious Med Works starts with its web page because it is its core, heart and the source of all operations. The
web site of the company has an appealing design and a clear and simple interface, which is very helpful when
visiting it for the first time. The company is quite small as it was mentioned before, but the impression and vision it
gives are professional and serious.

The home page is a plan of the whole website because it gathers clickable elements representing different parts of
it. The screenshot of the mentioned animation can be seen from the Figure 1. This part of the web page all together
with company logo and the company name (available on the each page) are obvious advantage points of the
company because they increase customer awareness and make their Internet experience more remarkable.

Figure 1 Home page of Compendious Med Works. Accessed on 23.01.2021.

 49

Facebook:
Indeed, besides well-selected cover photo and the main photo of the page, Compendious Med Works continuously
updates the content of its Facebook account. Mr. Gaurav is responsible for any changes or updates on the page. He
believes it is important to have a frequency of publications and to add new posts at least once a week. Normally,
weekly publications are related to the product information or reviews (including videos and related information
from other social media channels of the company). Except for this information, there are news such as magazine and
newspaper publications, chronological moments (10th of October Compendious Med Works celebrated its tenth
anniversary), and different events.
 50

The diversity of news adds more strong points for Compendious Med Works because it enables to attract more
Internet users and keep them curious and intrigued enough for the continuous following of the page. To support the
theme of intriguing topics, the company creates small quizzes, competition, and tasks. In these activities, subscribers
have a chance to test their knowledge about music equipment industry, to demonstrate skills in playing guitar or
show their creativity. As a result, the winner gets one product of Compendious Med Works and company at its turn
receives a higher rate of activity, growing brand awareness and favourable frame of mind from their customers,
building customer loyalty.

Apart from the news feed, there are other blocks of information on the right that contain data about the company,
events, photos, videos, and numbers related to the page. To start with, it is worth to look at “About” company
section, where Compendious Med Works introduces its mission, contact information, a list of products and the
company overview. Most of the information sections are filled with detailed information; however, story line
appears empty and needs more details. At the same time, all available information does not look completely
professional or well planned. Certainly, availability of information in the correct place is always an advantage, but
the lack of planning can make this data dangerous for the professional outlook of the company.

Instagram:
Compendious Med Works joined Instagram as a social media channel in August 2020.
 51

The demography of followers according to data from 7th of September is 95% male and 5% female, which is
explainable from the area of business where the organization operates. The age range of the most followers is
between 25 and 34 years old, but the number of users, who are younger or older than mentioned range, is also
remarkable. Some these users after visiting Instagram are also clicking on the web page of the company. According
to the data from Compendious Med Works during the Week 36 users clicked on the link to company’s home page
three times.

The profile of Compendious Med Works has the link to the home page of the company and the original logo as the
main picture. The general outlook of the page is interesting, but the logo on the main picture is not shown fully
similarly to YouTube. Returning to the positive aspects, it is obvious that pictures from Compendious Med Works on
the Instagram are all of the high quality and represent meaning and value of the equipment. The frequency of the
posting is also on the acceptable level because there are some updates emerging on the content every week, except
event times.

Apart from pictures, there are some videos available for the users. However, videos appear rarely in comparison to
photo updates. Some of them have a problem with the written text. The core of the problem is in the location of it,
colouring that does not suit in a matter of design, size or with visibility. This issue can be more critical for Instagram
than for other social media because the platform is based on visual representation and has a limited amount of text.

Twitter:
The commissioning company does not mention Twitter account on its home page and it did not provide any internal
data about this social media channel even though “Compendious Med Works” joined the network, a year ago, in
2020. During interviews with team members it was noted that Twitter is mentioned as one in use, but it does not
have strategic importance for the company. Due to lack of internal data, Twitter of Compendious Med Works will be
analysed from the external point of view.
 52

The page itself creates a feeling of the unfinished pattern because there is no cover photo and the descriptive
information does not look complete. The number of tweets reached 573, according to review on 26th of October.
On the same day, the number of followers was 1894, which are only 10 followers more since 21st of October. The
situation gets even worse when looking the number of likes for the page. During one year Compendious Med Works
obtained only 100 likes. Despite new publications existing Twitter account cannot get more popularity or positive
impressions, due to the fact that there are no Twitter created publications. All the updates are reposts from other
social media channels. In the given consequences, it is hard to read or view the information on the page, because
fonts and sizes are different and there are too many hashtags in some of the Tweets.
 53

RECOMMENDATIONS
The main purpose of this chapter is to provide recommendations and give some advice on how Compendious Med
Works can improve its social media presence and attract more customers, consequently to increase sales and to
boost revenues. Outcomes will be based on the theory including literature and other theoretical material, plus
results of research (interviews, internal and external analysis of the social media and other digital marketing means).

It is evident that companies perceive the Internet as a battlefield for reaching wider markets in geographical,
demographic and ideological terms. An increasing number of companies, emerging tools, and strategies, as well as
new technologies, complicate the decision making of customers. To get the best out of the best, users learn more
about offers and prices, register in various social media channels, communicate with each other and watch videos,
some of them are doing business through helping the rest to get into all niceties of online shopping and search. To
survive in the given situation of this day Compendious Med Works has to be competitive, up-to-date, professional
and attractive, because “somewhat” or poor digital marketing not only eliminates advantages of the Net but also
can be harmful to the company's image. To avoid dangerous perspectives and to achieve the desired result, the
author of this research suggests:

In Gift A Place

The current Marketing Strategy is working upto the mark to generate traffic (potential leads) that are converting
into customers. There are few areas of improvement which I suggest can be looked upon for more sales :

• The company should collaborate with influencers on social media who have a large number of followers or
send them free products for reviewing them. It will help increase the reach.
• Videos about products or reviews on Youtube/Vimeo will help users to understand more about the product
features.
• High definition lifestyle photoshoot of the products must be done in order to be uploaded on the website so
that the customers can get a detailed knowledge about the description of the products (size, colour etc).
• The company should expand its business by opening a physical offline store because most of the people
prefer offline shopping of home decorating products from a showroom for many reasons. It also helps
converting visits into sales as it facilitates them touch and feel.

At #AHappierMe

• More focus should be given on Search Engine Optimization of the website and the blog. This will increase
the ranking on Google search which will automatically increase the number of visitors.
• Users who are currently using competitors’ service can be converted to our Customer by using the forums or
review sites and comparing the advantages & benefits that we offers.
• Uploading videos on social media explaining process of registration.
 54

CONCLUSION
Marketing Strategy & Planning is a key factor for the success of any project, what my company mentor Dr. Supreet
told me at the first day in the company.

The importance of planning is –

• To facilitate goals achievement

• To facilitate assessment
• To reduce risks and loss
• To make good decisions
• To carry out job division
• To determine opportunities and threats

So my company mentor already planned and assigned me tasks for me to execute during the internship period. For
the time period 4 months I did not only learn about area of my interest – Digital Marketing but also how to make a
plan based on data and reports that are generated from tools like Google Analytics. I learned how important it is to
monitor tasks of the team , also how can organization can secure its user id and password and give access to all the
employees & the importance of Social Media in business today.

I personally think working in Digital Marketing is not everyone’s cup of tea. Digital Marketers have to be updated
with the changing technology which is proficiently used by their companies viz-a-viz the competition. Continuous
information of what is happening around the world in terms of Events, Google Updates, Content Management, SEO,
is required.

Compendious Med Works is still in its growth stage and year-on-year they are expanding not only in terms of
customers but also the services they provide. I feel very grateful to have this dynamic working experience with
Compendious Med Works which has opened the doors for me into the future of marketing.
 55

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