project data.docx

7/28/2019 PROJECT DATA.docx

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Work Profile : -

Online Marketing Trainee

Job Description : -

As a online marketing trainee from the first day training was begun , it was a zenith period

of the business . The training was formal though very well structured for the required

position . Online marketing is almost an equivalent task to the SEO (Search Engine

Optimization ) . Training period was of two days with a very good knowledge enrichment .

Preparing strategy to keep the website of the company on the top of the google page and all

the other search engines . Apart from online strategies there was other offline activities as

well such as the survey and research for the new upcoming brand/product of the company .

Task was been assigned on daily basis to make sure that the target of

the company will be achieved in decided term . The making strategies for organisation was

really a good experience , as a learning process there was lot to learn about market , rivals

and the SWOT analysis . The reporting was on daily basis . And reporting was to the

marketing manager head . The response and understanding of the manager was also really

good . Helped lot in the learning new things form the root .

SEO : -

Search engine optimization (SEO) is the process of affecting the visibility of a website or

a web page in a search engine's "natural" or un-paid search results. In general, the earlier

(or higher ranked on the search results page), and more frequently a site appears in the

search results list, the more visitors it will receive from the search engine's users. SEO may

target different kinds of search, including image search, local search, video search, academic

search, news search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people

search for, the actual search terms or keywords typed into search engines and which search

engines are preferred by their targeted audience. Optimizing a website may involve editing

its content, HTML and associated coding to both increase its relevance to specific keywords

and to remove barriers to the indexing activities of search engines. Promoting a site to

increase the number ofback links, or inbound links, is another SEO tactic.

The plural of the abbreviation SEO can also refer to "search engine optimizers," those who

provide SEO services.
http://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Web_pagehttp://en.wikipedia.org/wiki/Search_enginehttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/Image_searchhttp://en.wikipedia.org/wiki/Local_search_(Internet)http://en.wikipedia.org/wiki/Video_searchhttp://en.wikipedia.org/wiki/Academic_databases_and_search_engineshttp://en.wikipedia.org/wiki/Academic_databases_and_search_engineshttp://en.wikipedia.org/wiki/Vertical_searchhttp://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/HTMLhttp://en.wikipedia.org/wiki/Web_crawlerhttp://en.wikipedia.org/wiki/Backlinkshttp://en.wikipedia.org/wiki/Backlinkshttp://en.wikipedia.org/wiki/Web_crawlerhttp://en.wikipedia.org/wiki/HTMLhttp://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Vertical_searchhttp://en.wikipedia.org/wiki/Academic_databases_and_search_engineshttp://en.wikipedia.org/wiki/Academic_databases_and_search_engineshttp://en.wikipedia.org/wiki/Video_searchhttp://en.wikipedia.org/wiki/Local_search_(Internet)http://en.wikipedia.org/wiki/Image_searchhttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/Search_enginehttp://en.wikipedia.org/wiki/Web_pagehttp://en.wikipedia.org/wiki/Website


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Relationship with search engines : -

By 1997, search engines recognized that webmasters were making efforts to rank well in

their search engines, and that some webmasters were even manipulating their rankings in

search results by stuffing pages with excessive or irrelevant keywords. Early search engines,

such as Altavista and Infoseek, adjusted their algorithms in an effort to prevent webmasters

from manipulating rankings.

In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web was

created to bring together practitioners and researchers concerned with search engine

optimisation and related topics.

Companies that employ overly aggressive techniques can get their client websites banned

from the search results. In 2005, the Wall Street Journal reported on a company, Traffic

Power, which allegedly used high-risk techniques and failed to disclose those risks to its

clients. Wired magazine reported that the same company sued blogger and SEO Aaron Wallfor writing about the ban. Google's Matt Cutts later confirmed that Google did in fact ban

Traffic Power and some of its clients.

Some search engines have also reached out to the SEO industry, and are frequent sponsors

and guests at SEO conferences, chats, and seminars. Major search engines provide

information and guidelines to help with site optimization. Google has a Sitemaps program to

help webmasters learn if Google is having any problems indexing their website and also

provides data on Google traffic to the website. Bing Webmaster Tools provides a way for

webmasters to submit a sitemap and web feeds, allows users to determine the crawl rate,

and track the web pages index status.

As a marketing strategy : -

SEO is not an appropriate strategy for every website, and other Internet marketing

strategies can be more effective, depending on the site operator's goals. A successful

Internet marketing campaign may also depend upon building high quality web pages to

engage and persuade, setting up analytics programs to enable site owners to measureresults, and improving a site's conversion rate.

SEO may generate an adequate return on investment. However, search engines are not paid

for organic search traffic, their algorithms change, and there are no guarantees of continued

referrals. Due to this lack of guarantees and certainty, a business that relies heavily on

search engine traffic can suffer major losses if the search engines stop sending visitors.

Search engines can change their algorithms, impacting a website's placement, possibly

resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google

made over 500 algorithm changes almost 1.5 per day. It is considered wise business

practice for website operators to liberate themselves from dependence on search engine

traffic.
http://en.wikipedia.org/wiki/Web_analyticshttp://en.wikipedia.org/wiki/Conversion_ratehttp://en.wikipedia.org/wiki/Return_on_investmenthttp://en.wikipedia.org/wiki/Return_on_investmenthttp://en.wikipedia.org/wiki/Conversion_ratehttp://en.wikipedia.org/wiki/Web_analytics


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Social media optimization : -

Social media optimization (SMO) refers to the use of a number ofsocial media outlets and

communities to generate publicity to increase the awareness of a product, brand or event.

Types of social media involved include RSS feeds, social news and bookmarking sites, as well

as social networking sites, such as Twitter, and video and blogging sites. SMO is similar

to search engine optimization in that the goal is to generate traffic and awareness for a

website. In general, social media optimization refers to optimizing a website and its content

in terms of sharing across social media and networking sites.

Relationship with search engine optimization : -

Social media optimization is becoming increasingly important for search engine

optimization, as search engines are increasingly utilizing the recommendations of users of

social networks such as Facebook, Twitter, and Google+ to rank pages in the search engine

result pages. The implication is that when a webpage is shared or "liked" by a user on a

social network, it counts as a "vote" for that webpage's quality. Thus, search engines can usesuch votes accordingly to properly rank websites in search engine results pages.

Furthermore, since it is more difficult to tip the scales or influence the search engines in this

way, search engines are putting more stock into social search. This, coupled with

increasingly personalized search based on interests and location, has significantly increased

the importance of a social media presence in search engine optimization. Due to

personalized search results, location-based social media presences on websites such as Yelp,

Google Places, Foursquare, and Yahoo! Local have grown increasingly important. Rob Reed,

founder of location-based marketing platform Moment Feed, has stated that, moving into

2013, local optimization on social platforms is now a "strategic imperative" rather than a

"luxury".

While social media optimization is related to search engine marketing, it differs in several

ways. Primarily, SMO focuses on driving traffic from sources other than search engines,

though improved search ranking is also a benefit of successful social media optimization
http://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/RSS_feedhttp://en.wikipedia.org/wiki/Social_bookmarkinghttp://en.wikipedia.org/wiki/Social_networking_sitehttp://en.wikipedia.org/wiki/Twitterhttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/Search_engine_optimizationhttp://en.wikipedia.org/wiki/Search_engine_optimizationhttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Twitterhttp://en.wikipedia.org/wiki/Social_networking_sitehttp://en.wikipedia.org/wiki/Social_bookmarkinghttp://en.wikipedia.org/wiki/RSS_feedhttp://en.wikipedia.org/wiki/Social_media


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Social media marketing : -

Social media marketing refers to the process of gaining website traffic or attention through

social media sites.

Social media marketing programs usually center on efforts to create content that attracts

attention and encourages readers to share it with their social networks. A corporate

message spreads from user to user and presumably resonates because it appears to come

from a trusted, third-party source, as opposed to the brand or company itself. Hence, this

form ofmarketing is driven by word-of-mouth, meaning it results in earned media rather

than paid media.

Social media is a platform that is easily accessible to anyone with internet access. Increased

communication for organizations fosters brand awareness and often, improved customer

service. Additionally, social media serves as a relatively inexpensive platform fororganizations to implement marketing campaigns.

Social networking websites and blogs : -

Social networking websites allow individuals to interact with one another and build

relationships. When companies join the social channels, consumers can interact with them.

That interaction feels personal to users because of their previous experiences with social

networking site interactions.

Social networking sites and blogs allow individual followers to retweet or repost

comments made by the product being promoted. By repeating the message, all of the users

connections are able to see the message, therefore reaching more people. Social

networking sites act as word of mouth. Because the information about the product is being

put out there and is getting repeated, more traffic is brought to the product/company.

In 2009, bloggers had an enormous impact on fashion, affecting everything from print

publishing to how brands market themselves online. There are thousands of style-related

blogs on the web these days, and those dedicated to their craft have earned industryrecognition. Gala Darling, Bryan Boy, 13-year-old Tavi, Scott Schuman of the Satorialist and

Garance Dorehave earned recognition from Dolce & Gabanna, Burberry, Alexander

McQueen and leading publications such as Vogue. Theyve participated in fashion design

collection collaborations and received front-row, international Fashion Week seats next to

some of the most notable figures in the couture world. A recent Financial Times article

notes that being a style blogger is a perfectly respectable career for someone in the fashion

industry. The social web has removed the gatekeepers of an industry that was notoriously

hard to penetrate and build a name in. These sites have succeeded because of the quality of

their content. While each is unique, theyve built a cult following around their areas ofexpertise and passion.
http://en.wikipedia.org/wiki/Web_traffichttp://en.wikipedia.org/wiki/Social_networkhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Social_networkhttp://en.wikipedia.org/wiki/Web_traffic


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Through social networking sites, companies can interact with individual followers. This

personal interaction can instill a feeling of loyalty into followers and potential customers.

Also, by choosing whom to follow on these sites, products can reach a very narrow target

audience.

Social networking sites also include a vast amount of information about what products and

services prospective clients might be interested in. Through the use of new Semantic

Analysis technologies, marketers can detect buying signals, such as content shared by

people and questions posted online. Understanding of buying signals can help sales people

target relevant prospects and marketers run micro-targeted campaigns.

The following activities that JARO GROUP do to increase the page rank and

traffic on their web site : -

1. Social bookmarking - crawling

2. Directories submission - Indexing

3. Forums - Publicity

4. Profile creation Backlincks , Reputation , Page Rank

5. Question and Answers - Publicity

6. Facebook posting - Publicity

7. Blog commenting - Backlincks , Reputation , Page Rank

8. Classifieds - Advertisement


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9. Press Release - News

10.Article Submission - Authorship

Digital footprint : -

A digital footprint is the data trail left by the interactions in a digital environment; including

the use of TV, mobile phone, the World Wide Web, the internet and other connected

devices and sensors. Digital Footprints provide data on what has been performed in the

digital environment (e.g. what you clicked on, searched for, Liked, where you went, your

location, your IP address, what you said, what was said about you); and the data can be

used in behavioural targeting, behavioural economics, personalisation, targeted marketing,

digital reputation, social Influence and other social media or social graphing services. In

social media, a digital footprint can refer to the size of a person's "online presence"

measured by the number of individuals with whom they interact.

Paid inclusion : -

Paid inclusion is a search engine marketing product where the search engine company

charges fees related to inclusion of websites in their search index. Also known as sponsored

listings, paid inclusion products are provided by most search engine companies, the mostnotable being Google.

The fee structure is both a filter against superfluous submissions and a revenue generator.

Typically, the fee covers an annual subscription for one webpage, which will automatically

be catalogued on a regular basis. However, some companies are experimenting with non-

subscription based fee structures where purchased listings are displayed permanently . A

per-click fee may also apply. Each search engine is different. Some sites allow only paid

inclusion, although these have had little success. More frequently, many search engines, like

Yahoo!, mix paid inclusion (per-page and per-click fee) with results from web crawling.


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Others, like Google (and as of 2006, Ask.com , do not let webmasters pay to be in their

search engine listing (advertisements are shown separately and labeled as such).

Some detractors of paid inclusion allege that it causes searches to return results based more

on the economic standing of the interests of a web site, and less on the relevancy of that

site to end-users.

Often the line between pay per click advertising and paid inclusion is debatable. Some have

lobbied for any paid listings to be labeled as an advertisement, while defenders insist they

are not actually ads since the webmasters do not control the content of the listing, its

ranking, or even whether it is shown to any users. Another advantage of paid inclusion is

that it allows site owners to specify particular schedules for crawling pages. In the general

case, one has no control as to when their page will be crawled or added to a search engine

index. Paid inclusion proves to be particularly useful for cases where pages are dynamically

generated and frequently modified.

Paid inclusion is a search engine marketing method in itself, but also a tool of search engine

optimization, since experts and firms can test out different approaches to improving

ranking, and see the results often within a couple of days, instead of waiting weeks or

months. Knowledge gained this way can be used to optimize other web pages, without

paying the search engine company.

Display advertising : -

Display advertising is a type of advertising that typically contains text (i.e., copy), logos,

photographs or other images, location maps, and similar items. In periodicals, display

advertising can appear on the same page as, or on the page adjacent to, general editorial

content. In contrast, classified advertising generally appears in a distinct section, wastraditionally text-only, and was available in a limited selection of typefaces.

Display advertisements are not required to contain images, audio, or video: Textual

advertisements are also used where text may be more appropriate or more effective. An

example of textual advertisements is commercial messages sent to mobile device users, or

email.

One common form of display advertising involves billboards. Posters, fliers, transit cards,

tents, scale models are examples of display advertising.


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On the Internet : -

Display advertising also appears on the Internet, as a form of online advertising. Display

advertising appears on web pages in many forms, including web banners. Banner ad

standards continue to evolve.

Contextual advertising : -

Contextual advertising is a form of targeted advertising for advertisements appearing on

websites or other media, such as content displayed in mobile browsers. The advertisements

themselves are selected and served by automated systems based on the content displayed

to the user.

How contextual advertising works : -

A contextual advertising system scans the text of a website for keywords and returns

advertisements to the webpage based on those keywords. The advertisements may be

displayed on the webpage or as pop-up ads. For example, if the user is viewing a website

pertaining to sports and that website uses contextual advertising, the user may see

advertisements for sports-related companies, such as memorabilia dealers or ticket sellers.

Contextual advertising is also used by search engines to display advertisements on theirsearch results pages based on the keywords in the user's query.

Contextual advertising is a form of targeted advertising in which the content of an ad is in

direct correlation to the content of the web page the user is viewing. For example, if you are

visiting a website concerning travelling in Europe and see that an ad pops up offering a

special price on a flight to Italy, thats contextual advertising. Contextual advertising is also

called In-Text advertising or In-Context technology.

Apart from that when a visitor doesn't click on the ad in a go through time (a minimum time

a user must click on the ad) the ad is automatically changed to next relevant ad showing the

option below of going back to the previous ad.

Service providers : -

Google AdSense was the first major contextual advertising network.[citation needed] It

works by providing webmasters with JavaScript code that, when inserted into webpages,

displays relevant advertisements from the Google inventory of advertisers. The relevance is


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calculated by a separate Google bot, Mediabot, that indexes the content of a webpage.

Recent technology/service providers have emerged with more sophisticated systems that

use language-independent proximity pattern matching algorithm to increase matching

accuracy.

Since the advent of AdSense, Yahoo! Bing Network Contextual Ads, Microsoft adCenter,

Advertising.com Sponsored Listings (formerly Quigo) and others have been gearing up to

make similar offerings.

Impact : -

Contextual advertising has made a major impact on earnings of many websites. Because the

advertisements are more targeted, they are more likely to be clicked, thus generating

revenue for the owner of the website (and the server of the advertisement). A large part of

Google's earnings is from its share of the contextual advertisements served on the millions

of webpages running the AdSense program.

Contextual advertising has attracted some controversy through the use of techniques such

as third-party hyperlinking, where a third-party installs software onto a user's computer that

interacts with the web browser. Keywords on a webpage are displayed as hyperlinks that

lead to advertisers.

This sort of advertising also applies to the airline industry, with more airlines offering

advertisers the opportunity to advertise on their print-at-home boarding passes, itineraries

and confirmation emails. The company driving this trend is Ink, who work with many airlines

to help them generate additional revenues.

Agency roles : -

There are several advertising agencies that help brands understand how contextual

advertising options affect their advertising plans. There are three main components to

online advertising:

creation what the advertisement looks like

media planning where the advertisements are to be run

media buying how the advertisements are paid for


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Contextual advertising replaces the media planning component. Instead of humans choosing

placement options , that function is replaced with computers facilitating the placement

across thousands of websites.

Behavioural targeting : -

Behavioural Targeting refers to a range of technologies and techniques used by online

website publishers and advertisers which allows them to increase the effectiveness of their

campaigns by capturing data generated by website and landing page visitors. When it is

done without the knowledge of users, it may be considered a breach of browser security

and illegal by many countries' privacy, data protection and consumer protection laws.

When a consumer visits a web site, the pages they visit, the amount of time they view each

page, the links they click on, the searches they make and the things that they interact with,

allow sites to collect that data, and other factors, create a 'profile' that links to that visitor's

web browser. As a result, site publishers can use this data to create defined audience

segments based upon visitors that have similar profiles. When visitors return to a specific

site or a network of sites using the same web browser, those profiles can be used to allow

advertisers to position their online ads in front of those visitors who exhibit a greater level

of interest and intent for the products and services being offered. On the theory thatproperly targeted ads will fetch more consumer interest, the publisher (or seller) can charge

a premium for these ads over random advertising or ads based on the context of a site.

Behavioural marketing can be used on its own or in conjunction with other forms of

targeting based on factors like geography, demographics or contextual web page content.

It's worth noting that many practitioners also refer to this process as "Audience Targeting".

Onsite Behavioural Targeting : -

Behavioural targeting techniques may also be applied to any online property on the premise

that it either improves the visitor experience or it benefits the online property, typically

through increased conversion rates or increased spending levels. The early adopters of this

technology/philosophy were editorial sites such as HotWired, online advertising with

leading online ad servers, retail or other e-commerce website as a technique for increasing

the relevance of product offers and promotions on a visitor by visitor basis. More recently,


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companies outside this traditional e-commerce marketplace have started to experiment

with these emerging technologies.

The typical approach to this starts by using web analytics to break-down the range of all

visitors into a number of discrete channels. Each channel is then analyzed and a virtual

profile is created to deal with each channel. These profiles can be based around Personas

that gives the website operators a starting point in terms of deciding what content,

navigation and layout to show to each of the different personas. When it comes to the

practical problem of successfully delivering the profiles correctly this is usually achieved by

either using a specialist content behavioural platform or by bespoke software development.

Most platforms identify visitors by assigning a unique id cookie to each and every visitor to

the site thereby allowing them to be tracked throughout their web journey, the platform

then makes a rules-based decision about what content to serve.

Again, this behavioural data can be combined with known demographic data and a visitor's

past purchase history in order to produce a greater degree of data points that can be used

for targeting.

Self-learning onsite behavioural targeting systems will monitor visitor response to site

content and learn what is most likely to generate a desired conversion event. Some good

content for each behavioural trait or pattern is often established using numerous

simultaneous multivariate tests. Onsite behavioural targeting requires relatively high level

of traffic before statistical confidence levels can be reached regarding the probability of a

particular offer generating a conversion from a user with a set behavioural profile. Someproviders have been able to do so by leveraging its large user base, such as Yahoo!. Some

providers use a rules based approach, allowing administrators to set the content and offers

shown to those with particular traits.


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