SUMMER TRAINING PROJECT REPORT

On

Digital Marketing
at
Fashion TV Salon Academy, Dehradun
Submitted in partial fulfillment of the

requirement for the degree of

MASTER OF BUSINESS ADMINISTRATION (MBA)

Submitted to

INTERNAL GUIDE EXTERNAL GUIDE

Dr. Rajkumar Singh Mr. Tarun Bains

Associate Professor HR Manager

Graphic Era Hill University Fashion TV Salon Academy

Dehradun Dehradun

Submitted by

Payal Aithani

2302326

GRAPHIC ERA HILL UNIVERSITY, DEHRADUN

BATCH 2023 - 2025
ACKNOWLEDGEMENT

1
I am deeply grateful to everyone who supported and contributed to the successful
completion of this project on Digital Marketing. First and foremost, I extend my sincere
gratitude to my faculty guide, Dr. Rajkumar Associate Professor, Graphic Era Hill University,
for his invaluable guidance, encouragement, and insights throughout the research. His
expertise has been instrumental in shaping this study and ensuring its depth and rigor.

I am also profoundly thankful to my mentor at fashion tv salon academy, Mr tarun bains

whose support and direction enabled me to gather crucial data and understand the
industry perspective. Her mentorship and willingness to share professional insights were
invaluable to this project.

A special acknowledgment goes to my parents for their unwavering encouragement,

support, and belief in my capabilities. Their encouragement has been a constant source of
strength and motivation.

Lastly, I express my heartfelt gratitude to Graphic Era Hill University for providing the
resources and conducive environment needed for research. I am indebted to all those who
contributed, directly or indirectly, to this research journey, and I am grateful for the
knowledge and experience gained through this project.

2
 CERTIFICATE
I have the pleasure in certifying that Ms. Payal aithani is a bonafide student of 3 rd
semester of the Master of Business Administration (Batch 2023 -2025), of Graphic Era
Hill University, Dehradun, Roll No: 2302326.She has completed her project work
entitled “digital marketing” under my guidance. I certify that this her original effort &
has not been copied from any other source. This project has also not been submitted to
any other Institute/University for the purpose of award of any Degree. This project
fulfils the requirement of the curriculum prescribed by this University for the same
course. I recommend this project work for evaluation & consideration for the award of
Degree of MBA to the student.

Signature:

Name of the Guide: Mr. Tarun Bains

Designation: HR Manager

Date:

3
 INTERNAL GUIDE CERTIFICATE

I have the pleasure in certifying that Ms. Payal Aithani is a bonafide student of 3 rd
semester of the Master of Business Administration (Batch 2023 - 2025), of Graphic
Era Hill University, Dehradun, Roll No. 2302326.
She has completed her project work entitled “Digital Marketing” under my
guidance.

I certify that this is her original effort & has not been copied from any other source.
This project has also not been submitted to any other Institute / University for the
purpose of award of any Degree.

This project fulfils the requirement of the curriculum prescribed by this University for
the said course. I recommend this project work for evaluation & consideration for the
award of Degree of MBA to the student.

Signature :
Name of the Guide : Dr. Rajkumar Singh
Designation : Associate Professor
Date :
0

4
5
 Executive Summary

Digital marketing is a form of marketing that leverages the internet and digital technologies to connect
with customers. Digital marketing can take on many forms, including videos, long-form content,
social media posts, display ads, paid media, or email newsletters. Users can come across these digital
marketing forms on computers, laptops, mobile devices, tablets, or mobile apps.
Over 60 percent of the global population is online, and more people are joining them every day .
That's why companies are now increasing their digital marketing budgets while traditional marketing
gets slashed .
More than running a sponsored Instagram ad to drive sales, digital marketing includes strategies and
best practices for interacting with customers at every stage of the buying journey.
Data plays a big part in digital marketing. With marketing analytics, marketers can collect valuable
information by tracking a customer’s journey in real time and target specific audiences by tailoring
content to their preferred digital channels. For example, Starbucks has collected data from their
rewards mobile apps to help identify seasonal trends and create tailored promotions .
Search engine optimization (SEO) is a technique that seeks to improve the ranking of online material
on search engines such as Google or Bing. If you have ever searched for something on Google, you’ve
likely noticed that even the simplest search can yield millions of results. Yet, you probably rarely go
past the first few suggestions, let alone the next page content marketing connects with target audiences
through original content, such as blogs, articles, and newsletters. It is often used to raise brand
awareness through material that appeals to a particular audience.
affiliate marketing refers to when a business rewards third-party affiliates, often influencers or content
creators, to promote the business's products and services. Typically, affiliates have used and enjoyed
the product or service and create content on digital channels like social media, blogs, and email to tell

their audience about their experience and entice them to buy .

6
 LIST OF CONTENT

Sr. No. Pg No.

Topics
1 Objective of SIP 8

2 Introduction 10

3 Company Profile 12

4 Literature Review 21

5 Methodology 27

6 Findings 31

7 Conclusion 34

8 Recommendation 35

9 Reference 36

OBJECTIVE OF SIP
7
This Summer Internship Project (SIP) report focuses on digital marketing is to gain hands-on
experience in implementing and managing various digital marketing strategies to promote the
academy's services and enhance its online presence. This includes developing and executing
effective social media campaigns, creating engaging content, optimizing website performance
for search engines, and utilizing digital advertising tools to reach a wider audience. The
internship aims to equip interns with practical skills in content creation, social media
management, SEO, PPC advertising, email marketing, and analytics, enabling them to
contribute meaningfully to the academy's marketing efforts. Additionally, the internship
provides an opportunity to learn about the beauty and wellness industry, understand consumer
behavior, and develop a strong foundation in digital marketing principles. By the end of the
internship, interns are expected to have a comprehensive understanding of digital marketing
strategies, be proficient in using relevant tools and technologies, and be able to apply their
knowledge to drive growth and success for the Fashion TV Salon Academy.

Work done in Internship

The general purposes of My 45 days attachment tv salon academy. were as follows

• to gain hands-on experience in implementing and managing various digital marketing

strategies

• to promote the academy's services and enhance its online presence.

• This includes developing and executing effective social media campaigns, creating engaging
content, optimizing website performance for search engines, and utilizing digital advertising
tools to reach a wider audience.

The internship started on 22nd July 2024 The internship aims to equip interns with practical
skills in content creation, social media management, SEO, PPC advertising, email
marketing, and analytics, enabling them to contribute meaningfully to the academy's
marketing efforts. Additionally, the internship provides an opportunity to learn about the
beauty and wellness industry, understand consumer behavior, and develop a strong
foundation in digital marketing principles. By the end of the internship, interns are expected
to have a comprehensive understanding of digital marketing strategies, be proficient in using
8
relevant tools and technologies, and be able to apply their knowledge to drive growth and
success for the Fashion TV Salon Academy.

9
 INTRODUCTION
Digital marketing has revolutionized the way businesses connect with their target audience in the
digital age. It encompasses a wide range of strategies and tactics that leverage digital channels to
promote products or services. From social media marketing and search engine optimization (SEO) to
email marketing and content marketing, digital marketing offers businesses the opportunity to reach a
global audience and engage with customers on a deeper level. By understanding and effectively
utilizing these digital tools, businesses can build brand awareness, drive website traffic, generate leads,
and ultimately increase sales. In today's competitive landscape, a strong digital marketing presence is
essential for businesses of all sizes to thrive and succeed.
Digital marketing has emerged as a powerful tool for businesses to connect with their target audience
in the digital age.
It encompasses a wide range of strategies and tactics that leverage digital channels to promote
products or services. From social media marketing and search engine optimization (SEO) to email
marketing and content marketing, digital marketing offers businesses the opportunity to reach a global
audience and engage with customers on a deeper level. By understanding and effectively utilizing
these digital tools, businesses can build brand awareness, drive website traffic, generate leads, and
ultimately increase sales. In today's competitive landscape, a strong digital marketing presence is
essential for businesses of all sizes to thrive and succeed. Digital marketing has become an
indispensable tool for businesses to connect with their target audience in the digital age.
It encompasses a wide range of strategies and tactics that leverage digital channels to promote
products or services. From social media marketing and search engine optimization (SEO) to email
marketing and content marketing, digital marketing offers businesses the opportunity to reach a global
audience and engage with customers on a deeper level.
By understanding and effectively utilizing these digital tools, businesses can build brand awareness,
drive website traffic, generate leads, and ultimately increase sales. In today's competitive landscape, a
strong digital marketing presence is essential for businesses of all sizes to thrive and succeed.
Digital marketing has become an indispensable tool for businesses of all sizes. It encompasses a wide
array of strategies and tactics aimed at promoting brands and products online. By leveraging the power
of the internet, digital marketing allows businesses to reach a global audience, engage with customers
on a deeper level, and drive measurable results.
One of the key advantages of digital marketing is its ability to target specific demographics and
interests. Through techniques like search engine optimization (SEO) and social media advertising,
10
businesses can tailor their marketing efforts to reach the right people at the right time. This precision
targeting helps maximize the impact of marketing campaigns and ensures that resources are allocated
effectively. Another significant benefit of digital marketing is its cost-effectiveness. Unlike
traditional marketing channels, such as television or print advertising, digital marketing often requires
a lower initial investment. Additionally, digital marketing offers a wide range of tools and platforms
that can be utilized to create and distribute content at minimal cost. This makes it an attractive option
for businesses with limited budgets.
Furthermore, digital marketing provides valuable insights into customer behavior and preferences. By
tracking website traffic, social media engagement, and email open rates, businesses can gain a deeper
understanding of their target audience. This data-driven approach enables businesses to make informed
decisions about product development, marketing strategies, and customer service.

11
 Company Profile

Fashion TV Salon Academy, a prestigious institution under the global Fashion TV banner, is
dedicated to nurturing aspiring beauty and hair professionals. Established with a vision to
revolutionize the beauty industry, the academy offers world-class training programs designed
to equip students with the latest techniques, trends, and industry insights.

The academy's curriculum is meticulously crafted by renowned industry experts, ensuring

that students receive comprehensive knowledge and practical skills. From basic grooming
techniques to advanced hair styling and makeup artistry, the courses cover a wide spectrum of
disciplines. Students are trained in a state-of-the-art facility equipped with cutting-edge tools
and products, providing them with hands-on experience in a real-world setting.

Fashion TV Salon Academy's commitment to excellence extends beyond its rigorous training
programs. The academy fosters a creative and inspiring learning environment, encouraging
students to experiment, innovate, and develop their unique artistic vision. Regular workshops,
seminars, and industry collaborations provide students with opportunities to network with
professionals, stay updated on the latest trends, and gain exposure to diverse cultural
influences.

Upon successful completion of their training, graduates of Fashion TV Salon Academy are
well-prepared to embark on successful careers in the beauty industry. The academy's strong
industry connections and global network of salons facilitate placement opportunities for its
graduates, ensuring a smooth transition into professional life.

With a focus on quality education, industry relevance, and global standards, Fashion TV
Salon Academy is shaping the future of the beauty industry by empowering aspiring
professionals to achieve their dreams and make their mark on the world stage.

FTV Salon Academy focuses on international level vocational education in major

departments of the beauty & wellness sector, specifically makeup artistry, beauty sciences,
hair design and technology, salon management, and much more. Our vision is to enhance the
level of skill education in the beauty and wellness sector to the new, beyond international
accreditation standards. The academies will focus on having a student salon, and academy
cosmetic series to ensure that the students shall be able to get the world-class experience in a
12
realistic look and feel the environment FTV Salon Academy’s mission is to have 500
franchisees across India with 10 new openings every month in the next two years.

With a global mission of producing a highly skilled workforce and fulfilling the vast needs of
the beauty and wellness industry of PAN India by 2022 and PAN Asia by 2025 and Global by
2030. Creating entrepreneurs and entrepreneurs to be able to create and disburse knowledge
around.

13
KEY INFORMATION ABOUT THE COMPANY

NAME OF THE COMPANY FASHION TV SALON ACADEMY

STARTED 1947

HEAD OFFICE London, UK.

WEBPAGE https://www.fashiontv.com/

CEO Michel Adam Lisowski.

PROJECTS OF THE COMPANY

Project 1

1 SEO Audit of a Website

An SEO audit is like giving a website a health check-up to improve its visibility in search
engine results. For beginners, this project is an excellent way to understand the basics of seo
and see how search engines "think." The goal Spot any SEO issues and implement
optimizations to boost the website’s rankings, making it easier for users to find relevant
content. By learning to conduct an SEO audit, you’re building skills in high demand as
companies aim to boost their visibility in an increasingly crowded digital space.

14
  Key Skills & Execution

• Analytical skills to interpret SEO data and metrics

• Technical understanding of on-page and off-page SEO

• Familiarity with SEO tools (e.g., Google Analytics, SEMrush, Ahrefs)

Here’s an approach to conducting an SEO audit.

 Analyze Performance:

Check traffic sources, bounce rates, top pages.

 On-Page SEO:

Assess keywords, meta tags, internal links.

 Off-Page SEO:

Review backlinks; spot toxic links.

 Technical SEO:

Check speed, mobile-friendliness, indexing.

Project 2: Content Marketing Strategy Development

Creating a content marketing strategy is essential for any brand aiming to engage its audience and
drive conversions. You analyze existing content for a local business, identify gaps, and develop a
strategy with clear timelines.
Why This Project - Crafting a content marketing strategy equips you with a strategic mindset, showing
potential employers that you can create engaging content and plan its impact over time. Key Skills &
Execution
• Strategic planning and audience analysis
• Content creation and editorial calendar management
15
• Analytics interpretation for engagement and conversions Follow these to build a successful content
marketing strategy.
• Audit Content:
Identify strengths and gaps in current content.
• Define Audience & Goals:
Set target audience and measurable goals.
• Plan Content Calendar:
Schedule topics and publish dates for consistency.
• Develop Content:
Create quality content tailored to audience needs.
• Monitor Performance:
Track engagement and conversions; adjust as needed. Future Aspects development opens
opportunities in content marketing, brand management, and digital strategy. Roles like Content
Strategist, Digital Marketing Manager, or Brand Content Specialist are ideal for individuals skilled in
creating effective, data-driven content strategies.

Project 3: Social Media Campaign Setup

Imagine launching a campaign that people not only notice but actually engage with — commenting,
sharing, and even talking about it offline. Setting up asocial media campaign is about building a robust
digital presence and driving real engagement.
It’s like learning to tell your brand’s story in a way that genuinely connects with people.
Why This Project- With billions of people onsocial media daily, companies know this is where their
audience lives — and they need experts to reach them. It’s more than just posting; it’s about
understanding the audience, crafting resonating content, and adapting based on what works. Key
Skills & Execution
• Finding and targeting the right audience
• Crafting engaging, platform-specific content
• Tracking and analyzing campaign metrics
Here’s a roadmap to get your social media campaign off the ground.
• Set Goals:
Define objectives like brand awareness, engagement, or conversions.
• Identify Audience:
Understand who they are, where they’re online, and preferred content.

16
• Plan Content:
Create posts, graphics, or videos aligned with brand goals.
• Launch & Track:
Post consistently; monitor engagement and reactions.
• Optimize:
Adjust content based on metrics to improve reaction

Project 4: Email Marketing Campaign for E-commerce

Picture this: an email arrives in your inbox featuring precisely what you’ve been looking for, along
with a tempting discount. That’s the power of a well-crafted email marketing campaign for
ecommerce.
Why This Project- E-commerce brands rely on email to promote products and build ongoing
relationships, making this project a valuable way to understand audience targeting, retention
strategies, and data-driven marketing. Key Skills & Execution
• Email design and template creation for visual appeal
• Audience segmentation to personalize messaging
• Performance analysis to track conversions and retention Follow these steps to create a winning email
campaign.
• Design Templates:
Create eye-catching layouts with clear calls to action.
• Segment Audience:
Group emails by factors like purchase history or location.
• Personalize Messages:
Tailor content to customer interest and behaviour
• Analyze Results:
Monitor open rates, clicks, and conversions; adjust as needed.
Future Aspects
Mastering email marketing can lead to roles such as Email Marketing Specialist or CRM Manager in
e-commerce, retail, and beyond. As email marketing continues to evolve with AI and automation,
having this expertise keeps you ahead in digital marketing.

17
 Project 5: PPC Advertising Campaign Management
Think of PPC (pay-per-click) advertising as precision marketing — every ad, every keyword, and
every click is designed to drive results. You dive into creating targetedppc campaigns using platforms
like Google Ads, where your goal is to attract the right audience and maximize ROI.
Why This Project- With digital ad spending rising, this project not only teaches you how to set up and
manage ads but also shows you how to think analytically — making real-time adjustments to improve
performance.
Key Skills & Execution
• Keyword research to find terms that attract quality traffic
• Campaign setup and targeting to reach the right audience
• Performance tracking and analysis to enhance ad ROI
Here’s how to launch a successful PPC campaign:
• Keyword Research:
Find high-volume, low-competition keywords.
• Targeted Campaigns:
Set ads for specific audiences by demographics and interests.
• Compelling Ad Copy:
Write engaging, clear call-to-action text.
• Monitor & Adjust:
Track CTR and CPC; refine keywords, bids, and copy for ROI.
Future Aspects
Proficiency in PPC campaign management can lead to roles like ppc analyst or Digital Advertising
Manager. This skill is highly sought after in industries like e-commerce, tech, and finance, where
precision targeting and budget optimization are essential.
Project 6: Influencer Marketing Campaign Execution
Imagine your favorite influencer talking about a product they genuinely love — and now, you’re
intrigued too. That’s the essence of influencer marketing. It’s about building trust and reaching
audiences through voices they already follow and respect.
Why This Project- Influencer marketing has exploded, with brands seeing impressive returns on
investment due to its genuine, audience-driven nature. For brands looking to connect on a more
personal level, influencers offer a powerful bridge to their target market.

18
 Key Skills & Execution
• Influencer selection to ensure brand alignment
• Content collaboration for authentic messaging
• Campaign analysis to assess reach, engagement, and brand impact
Here’s a guide for running a successful influencer campaign.
• Find Influencers:
Choose influencers aligned with brand values and audience.
• Engage & Negotiate
Connect, set expectations, and agree on deliverables.
• Collaborate on Content:
Co-create authentic content for their audience.
• Track Success:
Measure reach, engagement, and brand mentions.
Future Aspects
Gaining expertise in influencer marketing opens doors to roles such as Influencer Marketing Specialist
or Brand Partnership Manager.
This skill is highly valued in fashion, lifestyle, beauty, and tech sectors where influencer impact is
substantial. As influencer marketing grows, understanding how to create genuine partnerships will
make you an asset in digital marketing.

Project 6: Digital Marketing Trends Analysis

This project is all about diving into the latest digital marketing trends, understanding their impact on
businesses, and exploring how brands can leverage these trends for growth. It’s a unique opportunity to stay
ahead of the curve and learn how to adapt strategies in an evolving landscape.
Why This Project- With global digital ad spending hitting now and aiming to achieve more numbers in 2025,
companies are investing more than ever in adapting to new marketing trends. Analyzing these trends will
develop a keen eye for what’s next, helping businesses stay relevant and practical. Key Skills & Execution
• Trend research and analysis to understand market shifts
• Strategic thinking to adapt insights into practical tactics
• Presentation skills to summarize findings and recommendations
Here’s a guide for a trends analysis project.
• Research Trends:
Use sources like Statista and HubSpot to find key marketing trends.
• Analyze Impacts:
19
Assess how trends affect business strategies.
• Suggest Strategies:
Recommend ways companies can leverage these trends.
• Summarize in Report:
Present trends, insights, and actionable recommendations.
Future Aspects
Digital trend analysis is valuable for roles like Digital Strategist or Market Research Analyst. As digital
marketing continues to evolve, expertise in recognizing and applying trends is essential across industries —
from retail to tech to finance.

20
 LITERATURE REVIEW

The purpose of doing research in the area of digital marketing is because it seems huge, intimidating and
foreign, Businesses are looking for clearer picture to start but do not know where and how to start doing digital
marketing. In today’s time, social media channels such as Face book, Twitter, Google and other social media
firms have successfully transformed the attitudes and perceptions of consumers and in the end belped
revolutionized many businesses. This was done through measurable vast network of customers with
trustworthy data with real-time feedback of customer experiences.

It is much more convenient for businesses to conduct surveys online with a purpose to get relevant information
from targeted groups and analyzing the results based on their responses. Potential customers can look for
reviews and recommendations to make informed decisions about buying a product or using the service. On the
other hand, businesses can use the exercise to take action on relevant feedback from customers in meeting their
needs more accurately.

Digital marketing is the use of technologies to help marketing activities in order to improve customer
knowledge by matching their needs (Chaffey, 2013).

Marketing has been around for a long time. Business owners felt the need to spread the word about their
products or services through newspapers and word of mouth.

Digital marketing on the other end is becoming popular because it utilizes mass media devices like television,
radio and the Internet. The most common digital marketing tool used today is Search Engine Optimization
(SEO). Its role in to maximize the way search engines like Google find your website.

Digital marketing concept originated from the Internet und search engines ranking of websites. The first search
engine was started in 1991 with a network protocol called Gopher for query and search. After the launch of
Yahoo in 1994 companies started to maximize their ranking on the website (Smyth 2007).

When the Internet bubble burst in 2001, market was dominated by Google and Yahoo for search optimization.
Internet search traffic grew in 2006; the rise of search engine optimization grew for major companies like
Google (Smyth 2007). In 2007, the usage of mobile devices increased the Internet usage on the move
drastically and people all over the world started connecting with each other more conveniently through social
media.

In the developed world, companies have realized the importance of digital marketing.

In order for businesses to he successful they will have merge online with traditional methods for meeting the
needs of customers more precisely (Parsons, Zeisser, Waitman 1996).

21
Introduction of new technologies has creating new business opportunities for marketers to manage their
websites and achieve their business objectives (Kiani, 1998. With the availability of so many choices for
customers, it is very difficult for marketers to create brands and increase traffic for their products and services.
Online advertising is a powerful marketing, vehicle for building brands and increasing traffic for companies to
achieve success (Song 2001). Expectations in terms of producing results and measuring success for
advertisement money spent, digital marketing is more cost-efficient for measuring ROI on advertisement
(Pepelnjak, 2008). Today. Monotonous advertising and marketing techniques have given way to digital
marketing. In addition, it is so powerful that it can help revive the economy and can create tremendous
opportunities for government to function in a more efficient manner (Murshi 2012). Firms in Singapore have
tested the success of digital marketing tools as being effective and useful for achieving results. (Too, 2005).
More importantly, growth in digital marketing has been due to the rapid advances in technologies and changing
market dynamics (Mort, Sullivan, Drennan, Judy, 2002) In order for digital marketing to deliver result for
businesses, digital content such as accessibility, navigation and speed are defined as the key characteristics for
marketing (Kunttila.2004). Other tried and tested tool for achieving success through digital marketing is the
use of word-of-mouth WOM on social media and for making the site popular (Trusev.2009). In addition, WOM
is linked with creating members and increasing traffic on the website which in return increases the visibility in
terms of marketing. Social media with an extra ordinary example Facebook has opened the door for businesses
to communicate with millions of people about products and services and has opened new marketing
opportunities in the market.

This is possible only if the managers are fully aware of using the communication strategies to engage the
customers and enhancing their experience (Mangold, 2009) Marketing professional mast truly understand
online social marketing campaigns and Programs and understand how to do it effectively with performance
measurement indicators. As the market dynamics all over the world are changing in relation to the young
audience accessibility to social media and usage. It is important that strategic integration approaches are
adopted in organization’s marketing communication phan (Rolim & Hanna, 2011).

Blogs as a tool for digital marketing have successfully created an impact for increasing sales revenue,
especially for products where customers can read reviews. And write comments about personal experiences.
For businesses, online reviews have worked really well as part of their overall strategic marketing strategy
(Zhang, 2013).

Online services tools are more influencing than traditional al methods of communication (Heim. Möller,
Mauroner, Conrad, 2013). As part of study, it is proven that users experience increase in self-esteem and
enjoyment when they adapt to social media which itself is a motivating sign for businesses and marketing
professional (Arnott, 2013), Web experiences affect the mental process of consumers and enhance their buying

22
decision online (Cetină, Cristiana, Radulescu, 2012) This study is very valuable for marketing professional as
it highlights the importance of digital marketing. The Internet is the most powerful tool for businesses
(Yannopoulos, 2011). Marketing managers who fail to utilize the importance of the Internet in their business
marketing strategy will be at disadvantage because the Internet is changing the brand, pricing, distribution and
promotion strategy. Mumbai has seen tremendous growth in media with 20 million people have access to the
Internet but still marketers insist on doing things the traditional way (Mohsin 2010), Management and structure
in Mumbai are still based on ancient paradigm where customers are moving ahead with their demands and
expectations. This gap is widening day by day With limited skills and mindset available in Mumbai to solve
the problem for the demanding customers. Companies in Mumbai including the MNC’s are going the
traditional way and keeping the digital aspect just to show off in tune with the modern trends.

Types of digital marketing strategies

Digital marketing aims to initiate transactions and for that ”the design, marketing and
Placement of advertising space on the Internet” are essential elements of the attraction
Activity offered by tradesmen specialized in this field (Wirtz, 2019). At its core, digital
Marketing is based on three essential components for success in the virtual
Environment:
Earned audience: The recognition a company receives for free through links to its
Own website, media and analyst mentions, customer reviews and
Recommendations. This natural help strengthens brand recognition and company Visibility
in search engines
Paid audience: Paid advertising consists primarily of redirecting to content oncompany’s website and,
desirably, conversions (visitor becoming buyer). This
Includes search advertisements, paid promotion on social media, email and/or
Intermediary platforms, advertisements through clips and display ads etc.
Own audience: The content that a company composes and controls, opens up the
Opportunity to gain an audience. Own presentation website, own blog, news on
Social media pages are some tools that fit here.
When the three components are combined to result in a complex digital marketing
Strategy. These components pave the way for an excellent customer experience where
They reach their target audience in a more accurate way and on the preferred channel of
Buyers (www.searchenginejournal.com). There are many strategies related to digital Marketing, from
marketing technologies and organizational transformation to social Media marketing and content
marketing, and below will be presented the most Important and used of them.
23
E-mail marketing

Email marketing consists of sending a commercial communication via e-mail to a

Database of possible customers. This strategy is one of the most important and effective
Marketing strategies digital due to significantly lower costs compared to classic direct
Marketing and possibilities for increased content personalization and value creation
Given that this strategy supports loyalty or customer support objectives (Mullen, Daniels,
2009). Using an efficient software for email marketing, a company can manage its
Database of subscribers’ emails, having the possibility to filter by several factors, such as:
Consumer likes and aversions, consumption habits and purchase frequency etc., as well
As to instantly send newsletters to a list of subscribers, no matter how big it is (Brătucu,
Tălpău, 2014)

By using marketing by e-mail, quick feedback is obtained on the efficiency and

Performance of this strategy, and newsletters are sent exactly to the desired segment
(subset of subscribers). A business can measure: message open rate, click-through rate
By message categories or topics, conversion rate, click-through rate on images
and Animations, sales, number of clicks on the unsubscribe link and date, but also
others.

Social media marketing

Social networks are a practice of actively increasing social connections or expanding

Business networks by building interconnections with other individuals, usually through
Specialized platforms such as: Instagram, TikTok, Facebook, Pinterest, Snapchat etc.
These digital platforms create interconnected communities that help people connect
With each other, otherwise interaction is unlikely. Depending on the social media
Platform and account connection criteria, members may be free to contact any other Member (Li, Larimo,
Leonidou, 2021).
Social media marketing uses content published on social media sites to increase
Traffic to websites, promote branding, sell products, and protect brand reputation in the
Digital environment. Basically, this strategy involves targeting websites or business page
That use it through social media platforms. To reach a new audience, you can buy ads on
24
These platforms or create a profile dedicated to your business and compose posts for
Promotion. Brands frequently post their own content, but many also have digital
Influencers who are third parties that audiences believe in and can build trust and
Loyalty for the brand. The essence of social media marketing is the experience
that Digital platforms offer users (Benartzi, Lehrer, 2015).
To reach the millions of users who use social networks like Facebook, Instagram,
Businesses and organizations are turning their attention to these platforms and most of
Them have links on their websites to their page or to the page of products / services
Offered, attracting numerous visitors. Likewise, in order to be successful on social
Networks, marketers of a company must understand the audience in depth, taking into
Account which platforms the target group spends their time on and what types of
Content they prefer. Moreover, it is important to know the latest trends on social
Networks because changes occur quickly and being informed is the equivalent of a
Visible and distinctive brand. As consumers spend more time on social media, businesses Have
more opportunities to connect with them.

Search engine optimisation

This strategy, optimization a search engine site (SEO), represents a technique to boost
Website traffic by improving its page rank in a search engine like Google, Bing or
Another, being a free way to promote a business in search results that appear naturally
Or organically. It consists of helping a particular web page to be seen before other pages
In an Internet search, and search engines regularly update their algorithms so that only
Relevant results appear (Khan, Siddiqui, 2013). There have been many changes to search
Engine optimization pages in recent years, so search engine optimization software needs
To understand what types of information are displayed and how to rank them. For
Example, Google constantly strives to protect against algorithm manipulation and
Effectively remove or filter out specific websites that are undeserving in the first
results (learndigital.withgoogle.com/digitalgarage).
Search engine optimization not only involves improving the quality of content on the
Web page, but also ensures that there are enough relevant keywords and the page itself
Is organized with subtitles, key points and clear hyperlinks and also checks the
Optimization of the site’s language code so that any search engine can determine what is
On the page and display it as a result for a particular search (Chaffey, 2016). An

25
Increasing number of individuals uses devices to access information, search engines
Collect information from users in databases and use it to improve users’ search Experience
and provide them with specific content.

Search-engine marketing
Alternative to SEO is search engine marketing (SEM) through which websites can buy
Ad space within search results. Companies pay to appear higher and higher in searches,
And most search engines use an auction-based system, where companies try tprecedence and bid on
some keywords. Cost of such digital advertisements usually Depends on the number of clicks that
the link receives, hence the pay-per-click (learndigital.withgoogle.com/digitalgarage). What differentiates
search engine marketing from traditional marketing (street billboards, Newspapers, magazines, catalogues,
flyers, etc.) is that entities pay only if the digital ad is Accessed by people searching for the products/services
offered by them.

Content marketing
Content marketing ranks among the most powerful digital marketing strategies; it
Offers three times as many leads and costs, 62% less compared to traditional marketing
(www.demandmetric.com/content/content-marketing-infographic). The field of content
Marketing focuses on creating and delivering varied, high-quality digital content
(including long-form content), such as: blogs, e-books, studies, forums, websites,
Webinars, videos or materials for social networks and the list can go on depending on
The type of content suitable for the target audience (Balteș, 2015).
Content has become the main ingredient to have favorable results in a marketing
Campaign digital. For example, all the recent updates implemented to Google's
algorithms indicate, when filtering search results, that the primary metric that holds the
utmost importance is the quality and relevance of the content. It is also important that
the information in the content is customized for different platforms considering
that good content is shared and recommended and can bring recognition to the
business (Bala, Verma 2018).
In the field of content platforms, the YouTube digital video channel holds a dominant
position, nowadays being one of the most important media. This digital platform allows
users to do a lot of actions: watching, downloading, uploading, publishing and so on,
with videos of different sizes.

METHODOLOGY
26
My Research methodology in digital marketing internship involves a combination of quantitative and
qualitative techniques to gather insights and inform decision-making. Here’s a breakdown of the key research
methods you might encounter:

Quantitative Research:
Data Analysis: Utilizing tools like Google Analytics, social media analytics, and website traffic data to measure
key performance indicators (KPIs) like website visits, conversion rates, and social media engagement.
Surveys: Creating and distributing online surveys to gather quantitative feedback from target audiences or
customers about their preferences, behaviors, and opinions.
A/B Testing: Conducting experiments by testing different versions of marketing materials (e.g., emails, landing
pages) to determine which version performs better.

Qualitative Research:
Content Analysis: Analyzing existing content (e.g., blog posts, social media posts) to understand its
effectiveness and identify areas for improvement.
Social Listening: Monitoring social media conversations to identify trends, customer sentiment, and
opportunities for engagement.
Interviews: Conducting in-depth interviews with stakeholders (e.g., customers, employees) to gain insights into
their experiences and needs.
Focus Groups: Facilitating discussions with a group of participants to gather qualitative feedback and generate
ideas.

Research Process:
A typical research process in a digital marketing internship might follow these steps:
Define Research Objectives: Clearly outline the specific questions or problems you want to address through
your research.
Develop Research Plan: Outline the research methodology, data collection methods, and analysis techniques you
will use.
Data Collection: Gather relevant data using the chosen methods.
Data Analysis: Analyze the collected data to identify patterns, trends, and insights.
Interpretation of Findings: Interpret the findings and draw conclusions based on the analysis.
Report Writing: Prepare a clear and concise report summarizing the research findings and recommendations.

27
Data collection and interpretation:
1.On which of these online communities do you hold a personal account?

Analysis
The statement shows the major youths prefer Facebook ass medium of communication and
twitter being a part where is Linkedin being a professional tool for communication and connect
and You Tube a marketing video channel.

28
2. How important are social media accounts such as Facebook, Linked-In. Twitter etc. For
you?

Analysis
Many youths and working individual prefers the medium as part of social activity and some of
the professional connect some section do feel important as matter to the priority.

29
3. How important are online platforms for shopping, banking, trading, betting etc. For
you?

Analysis
As there are many shopping portals considering on Instagram so e-commerce scope is widening
as many prefer trusted and know e-commerce karts as the reliable sources of online payments.

30
4. How Important are photo sharing platforms, such as Picasa, Flickr, Instagram and
others for you?

Analysis
Here the major youths are currently on sharing the moments and memories like snapchat
Instagram and sources where there is back up of the pictures and secured tools of sharing.

31
 31
FINDINGS

A detailed analysis of the academy's current digital marketing efforts and performance metrics would
be necessary. However, based on general industry trends and common challenges faced by educational
institutions, here are some potential findings and recommendations:

E-mail Marketing Performance:

Open Rates and Click-Through Rates:
Analysis of email campaign performance metrics to identify areas for improvement.

Segmentation and Personalization:

Evaluation of email segmentation strategies and personalization techniques.

Email Design and Content:

Assessment of email design, subject lines, and call-to-action effectiveness.

Paid Advertising Performance:

Return on Investment (ROI):
Calculation of ROI for paid advertising campaigns on platforms like Google Ads and social media.
Campaign Targeting and Bidding Strategies:
Analysis of campaign targeting options, bidding strategies, and ad performance.

Enhance SEO:
Conduct a comprehensive keyword research and optimization strategy.
Improve website loading speed and mobile-friendliness.
Build high-quality backlinks to increase website authority.

Optimize Social Media:

Create a consistent content calendar and post engaging content regularly.
Utilize relevant hashtags and engage with the target audience.
Explore paid social media advertising to reach a wider audience.

Refine Email Marketing:

Implement effective email segmentation and personalization strategies. A/B test different email subject
lines, content, and call-to-actions.
Use automation to streamline email campaigns and improve efficiency.

Leverage Paid Advertising:

Utilize Google Ads to target potential students with relevant keywords and ad copy.
Explore social media advertising to reach a wider audience and drive conversions.
Track and Analyze Performance:
Use analytics tools to monitor website traffic, social media engagement, and email campaign.

Performance
Regularly review and analyze data to make informed decisions and optimize marketing strategies.

33
 CONCLUSION

In today's digitally driven world, a strong online presence is no longer a luxury but a necessity for
businesses of all sizes. For Fashion TV Salon Academy, digital marketing offers a powerful platform
to connect with potential students, elevate brand reputation, and drive sustainable growth. By
leveraging a comprehensive digital marketing strategy, the academy can effectively engage with its
target audience, measure the impact of marketing efforts, and adapt to the ever-evolving digital
landscape.
A well-executed digital marketing strategy will enable Fashion TV Salon Academy to:
Enhance Brand Visibility: Increase brand awareness and recognition through strategic use of social
media, content marketing, and paid advertising.
Attract Qualified Leads: Target potential students with precision through personalized marketing
campaigns and data-driven insights. Optimize Student Recruitment: Streamline the student
recruitment process by providing a seamless online experience and leveraging digital tools for
efficient communication.Foster Community Engagement: Build a strong online community of
students, alumni, and industry professionals by encouraging interaction and sharing valuable content.
Measure and Analyze Performance: Track key performance indicators (KPIs) to assess the
effectiveness of digital marketing initiatives and make data-driven decisions.

34
 RECOMMENDATION
To effectively promote Fashion TV Salon Academy and attract potential students, a comprehensive
digital marketing strategy is essential. Here are some key recommendations:

Ensure a mobile-friendly, user-friendly website that highlights the academy's unique selling points,
courses, faculty, and success stories.

Optimize website content for relevant keywords like "beauty school Dehradun," "hair styling courses,"
"makeup courses," etc., to improve search engine rankings.

Actively engage on platforms like Instagram, Facebook, and YouTube to showcase student work,
behind-the-scenes glimpses, and industry trends.

Use visually appealing content, such as short videos, reels, and before-and-after transformations, to
captivate the target audience.

Run targeted social media advertising campaigns to reach potential students based on their interests
and demographics. Claim and optimize your Google My Business listing to increase local visibility.
Encourage satisfied students to leave positive reviews to boost credibility.

Create informative blog posts on topics like hair care tips, makeup tutorials, and industry news.
Optimize blog posts for relevant keywords to attract organic traffic.

Produce high-quality video content, such as tutorials, interviews with industry experts, and student

success stories.

35
 REFERENCE

Digital Marketing Strategy, Implementation and Practice by Dave Chaffey and Fiona Ellis-Chadwick:
A comprehensive guide covering all aspects of digital marketing, from strategy to execution.

The Digital Marketing Landscape by David Aaker and Andrew Marcum: A deep dive into the digital
marketing landscape, exploring key concepts and trends.

Youtility: Why Smart Marketing Is About Help, Not Hype by Jay Baer: A book emphasizing the
importance of providing value to your audience through content marketing.

Online Resources:
Google Digital Garage: Offers free online courses on various digital marketing topics, from
fundamentals to advanced techniques.

HubSpot Academy: Provides a range of free and paid courses on inbound marketing, sales, and
customer service.
Moz: A leading SEO tool and resource, offering blogs, webinars, and whitepapers on SEO best
practices.
Semrush: A powerful digital marketing tool suite that provides insights into SEO, PPC, social media,
and content marketing.
Social Media Examiner: A popular blog and resource for social media marketers, offering tips, trends,
and case studies.

Academic Journals:
Journal of Interactive Marketing
Journal of Advertising Research
Journal of Marketing
Journal of Business Research

36