Summer Internship Project Report

"Sipping Success: A Deep Dive into Woxen Digital Pvt Ltd's Digital
Marketing Strategies"

A report submitted to

Asian Business School, Noida

as a partial fulfilment of Full time

Post Graduate Diploma in Management (PGDM)

(Approved by AICTE, Ministry of Education)

SUBMITTED TO: SUBMITTED BY:

PROFF. SHIPRA SHRIVASTAVA AKASH YADAV
ASIAN BUSINESS SCHOOL, ABS/PGDM/23/006
NOIDA PGDM 2023-25

Asian Business School (ABS)

A2, Sector – 125, Noida
Website: www.abs.edu.in

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Reg No: WDASB010175

CERTIFICATE OF COMPLETION

TO WHOMSOEVER IT MAY CONCERN

This is to certify that AKASH YADAV (a student of Asian Business School) has completed in Summer
Internship program with WOXEN DIGITAL Team in Sales & Digital Marketing Department.

He/She has worked on a project titled "Sipping success A deep dive into Woxen digital pvt ltd Digital marketing
strategies."

During the internship he/she demonstrated good skills with a self-motivated attitude to learn new things. His/Her
performance exceeded expectations and was able to complete the project successfully on time.

Duration of Internship: - 13th June 2024 to 13th August 2024.

Remark: - Excellent

We wish him/her success for all his/her future endeavors.

For Woxen Digital Pvt Ltd

Signature

Arshita Singh
HR Manager
Woxen Digital Pvt. Ltd.

WOXEN DIGITAL PVT.LTD.

Noida, Uttar Pradesh-India
[email protected]
Website-www.woxendigital.com
CIN-U72900UP2021PTC154613
 CERTIFICATE

This is to certify that the summer internship project entitled “Sipping Success: A Deep

Dive into Woxen Digital Pvt Ltd's Digital Marketing Strategies” is submitted to

Asian Business School, in partial fulfilment of the requirements for the award of the

Post Graduate Diploma in Management, and is a record work by Akash

Yadav(ABS/PGDM/23/006). The project has been done under my supervision &

guidance and the project has not formed the basis for the award of any degree or other

similar title to any other candidate.

Signature

Faculty Guide

i
 DECLARATION

I, the undersigned solemnly declare that the project report titled on “Sipping Success:

A Deep Dive into Woxen Digital Pvt Ltd's Digital Marketing Strategies” based on

my own work carried out during the course of my summer internship. The work

contained in the report is original and has been done by me under the supervision of my

supervisor. The work has not been submitted to any other Institution / University for

any other degree/diploma/certificate or by any other candidate in this institution. I have

followed the guidelines provided by the institution in writing the report.

Wherever I have used materials (data, theoretical analysis, and text) from other sources,

I have given due credit to them in the text of the report and given their details in the

references.

SIGNATURE

Akash Yadav

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 ACKNOWLEDGMENT

The gratification and delight of this project will be incomplete without mentioning all

the people who helped me to make it possible, and whose guidance and encouragement

were valuable to me. I would like to express my gratitude to Dean of CRC Dept. Mr.

Ravi Sharma for granting me the opportunity to do the project.

First of all, I thank the GOD ALMIGHTY for his immense grace and blessings at each

and every stage of the organizational internship. I am thankful to my Faculty Guide,

Mrs. Shipra Trivedi of marketing, Asian Business School, Noida for giving me

her valuable guidance to execute the project as per university requirements.

My sincere thanks to my project guide, Mrs. Arshita Singh, for giving me an

opportunity to carry out my project study and for sparing there valuable time for the

same. It was a learning experience to work with them.

I would like to record my deepest sense of gratitude to my friends who encouraged me

for making this project a success. Above all I would like to thank all respondents who

helped me with the valuable information I needed for the project.

Thanking You,

Akash Yadav

ABS/PGDM/23/006

PGDM 2023-25

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 TABLE OF CONTENTS

S. NO. CONTENTS PAGE NO.

i Title Page

ii Certificate from Industry Mentor or HR

iv Declaration i

v Examiner Certificate ii

vi Acknowledgement iii

viii Table of Contents

1 Chapter-01: Introduction 5 -28

2 Chapter-02: Research Objectives 30

3 Chapter-03: Company Profile 32 – 36

4 Chapter-04: Literature Review 38 – 41

5 Chapter-05: Research Methodology 43 – 47

6 Chapter-06: Data Analysis and Interpretation 49 – 59

7 Chapter-07: Results and Learning Outcomes 61 – 64

8 Chapter-08: OJT (On the Job Training) 66 – 83

9 Chapter-09 Conclusion and recommendation 85

10 REFERENCES 86 - 87

11 Annexure 88 - 89

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Chapter-01

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 INTRODUCTION

My two-month internship at Woxen Digital as a marketing intern was a great learning

experience that gave me important skills in digital marketing. During this time, I
worked on three main projects, each helping me understand different parts of the field.

Project 1: Sales Strategy

The first project involved selling the company’s paid digital marketing courses, which
came in three levels: Basic (₹1499), Intermediate (₹2499), and Advanced (4999). With
a sales target of 15,000-20,000, I learned how to create effective sales strategies and
improve my communication skills. This taught me to understand what customers need
and how to tailor my approach to meet those needs.

Project 2: Content Creation

For the second project, I focused on content creation and design. I wrote blogs on two
topics I chose and created five posters for the courses. This allowed me to express my
creativity and improve my writing and design skills. I also learned about the Google
algorithm and got a better grasp of SEO best practices to make content more visible
online.

Project 3: Strategic Analysis

The final project involved doing a SWOT analysis (Strengths, Weaknesses,

Opportunities, Threats) for five different companies. This helped me develop critical
thinking skills and learn how to assess businesses and find areas where they could grow
or improve.

Throughout my internship, I received valuable feedback from experienced mentors,

which was crucial for my growth. I’m thankful for their support and guidance.

Overall, my internship at Woxen Digital was a significant learning opportunity that

prepared me for a future in digital marketing. The skills and knowledge I gained will
be a strong foundation for my career.

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What is SEO?

Search Engine Optimization (SEO) is the process of improving a website’s visibility

and ranking in search engines like Google. It combines technical strategies, content
creation, and off-page tactics to make a website more discoverable and relevant.

Technical SEO focuses on the behind-the-scenes aspects that help search engines crawl
and understand a website. This includes things like website speed, mobile
compatibility, URL structure, and XML sitemaps. Optimizing these elements ensures
search engines can easily access and process a site’s information.

On-Page SEO involves making changes to the website's content and elements to
improve its relevance and attractiveness to both search engines and users.

Key on-page factors include:

Keyword Research and Optimization: Identifying relevant keywords and

strategically incorporating them into the website's content, including titles, headings,
meta descriptions, and body text.

High-Quality Content: Creating valuable, informative, and engaging content that

meets the needs and interests of the target audience
.
Internal Linking: Structuring the website's internal links to guide users and search
engines through the content.

Image Optimization: Using descriptive file names, alt text, and appropriate
dimensions for images.Off-Page SEO involves activities that take place outside of the
website itself to improve its authority and reputation in the eyes of search engines. This
includes:

Backlink Building: Acquiring high-quality backlinks from reputable websites to signal

to search engines that the website is valuable and trustworthy.
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Social Media Marketing: Promoting the website's content on social media platforms
to increase visibility and engagement.
Local SEO: Optimizing a website for local search results, particularly for businesses
with a physical location.

Citation Building: Ensuring consistent and accurate business information across

online directories and citation sites.

Social Media Marketing

Social media marketing (SMM) is the process of using social media platforms to build
brand awareness, engage with customers, and drive traffic to your website. It's a
powerful tool for businesses of all sizes, as it allows them to connect with their target
audience on a personal level.
Key Strategies for Effective Social Media Marketing

Define Your Goals: Before diving into social media, it's essential to establish clear
objectives. Are you aiming to increase brand awareness, drive sales, or improve
customer service?

Choose the Right Platforms: Not all social media platforms are created equal. Select
platforms that align with your target audience and goals. For example, if your target
audience is primarily younger, TikTok and Instagram might be good choices.

Create High-Quality Content: Consistently produce engaging content that resonates

with your audience. This could include blog posts, videos, images, or infographics.

Optimize Your Profiles: Complete your profiles with relevant information, including
a compelling bio and high-quality profile picture.

Engage with Your Audience: Respond to comments, messages, and mentions

promptly. Building relationships with your followers is key to successful social media

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marketing.

Utilize Social Media Advertising: Paid advertising can help you reach a wider
audience and achieve specific goals. Platforms like Facebook and Instagram offer
targeted advertising options.

Analyze Your Performance: Track your social media metrics to measure the
effectiveness of your campaigns. This will help you identify what's working and what's
not. Benefits of Social Media Marketing

Increased Brand Awareness: Social media can help you reach a wider audience and
build brand recognition.

Improved Customer Engagement: By interacting with your customers on social

media, you can foster stronger relationships and loyalty.

Drive Website Traffic: Social media can be a significant source of traffic to your
website.

Generate Leads and Sales: Social media can be used to generate leads and drive sales
through targeted advertising and content marketing.

Customer Support: Social media can be a valuable tool for providing customer
support and addressing concerns. By effectively implementing social media marketing
strategies, businesses can connect with their target audience, build brand loyalty, and
achieve their marketing goals.

Pay-Per-Click (PPC) Advertising

PPC advertising is a digital marketing model where advertisers pay a fee each time their
ad is clicked on. This allows businesses to target specific audiences and drive traffic to
their websites.
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How PPC Works

Ad Creation: Advertisers create text, image, or video ads that are relevant to their
target audience.

Keyword Research: Advertisers identify keywords related to their products or services

that potential customers are likely to search for.

Bidding: Advertisers bid on these keywords, determining how much they are willing
to pay per click.
Ad Placement: The ad's position on the search engine results page (SERP) is
determined by a combination of the advertiser's bid and the ad's relevance to the search
query.

Clicks and Costs: When a user clicks on the ad, the advertiser pays the amount they
bid or the minimum cost per click set by the platform.

Types of PPC Advertising

Search Engine Marketing (SEM): Ads appear on search engine results pages like
Google Search.

Social Media Advertising: Ads are displayed on social media platforms like Facebook,
Instagram, and Twitter.

Display Advertising: Ads appear on websites and apps in the form of banners, text
ads, and video ads.

Benefits of PPC Advertising

Measurable Results: PPC provides detailed analytics on ad performance, allowing

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advertisers to track clicks, impressions, and conversions.

Targeted Reach: Advertisers can target specific demographics, interests, and

behaviors to reach their ideal audience.

Fast Results: PPC campaigns can generate traffic and leads quickly, making it an
effective tool for businesses looking for immediate results.

Flexibility: Advertisers can easily adjust their campaigns based on performance,

making PPC a highly adaptable marketing strategy.
Challenges of PPC Advertising

Cost: PPC can be expensive, especially for highly competitive keywords.

Ongoing Management: PPC campaigns require ongoing management and

optimization to maintain performance.

Quality Score: The quality of an ad and the landing page it links to can affect its ad
rank and cost per click.

Web development

Web development is the process of creating and maintaining websites or web

applications that users can access online. It involves several activities, including:

Front-End Development

This focuses on what users see and interact with in their web browsers. Front-end
developers use:

 HTML: Structures the webpage

 CSS: Styles it (colors, fonts, layout)
 JavaScript: Adds interactivity (like buttons and forms)

They ensure websites look good and work well on different devices.
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Back-End Development

This deals with the server side of a website, handling things users don’t see, like:

 Data processing
 User authentication
 Database management

Back-end developers use languages like Python, PHP, and databases like MySQL.

Full-Stack Development

Full-stack developers work on both front-end and back-end aspects. They know how to
build entire web applications from start to finish, making them very versatile.

Frameworks and Tools

Various frameworks and tools help streamline development:

 Front-End: Bootstrap, React

 Back-End: Django, Laravel These tools help developers save time and maintain
code quality.

Content Management Systems (CMS)

CMS platforms like WordPress and Joomla let users manage website content easily
without needing technical skills. They offer user-friendly interfaces and customizable
options.

Best Practices

Good web development includes:

 Writing clean code

 Optimizing site speed
 Ensuring accessibility for all users
 Keeping software up-to-date for security

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Applications

Web development can be used for many purposes, including creating blogs, online
stores, portfolios, and interactive web applications. Overall, it's about building
functional, appealing, and secure digital experiences.

1.Creating Websites and Web Applications:

Personal Websites: Individuals can use web development to create personal websites,
blogs, portfolios, or resumes to showcase their work, share their thoughts, or build an
online presence.
Business Websites: Companies use web development to establish an online presence
where they can display information about their products, services, and values, and
connect with customers. This includes everything from simple landing pages to
complex e-commerce platforms.

Web Applications: Web development is used to build interactive web applications like
social media platforms, online banking systems, project management tools, and more.
These applications can provide users with sophisticated features that are accessible
from any device with a web browser.

2. E-Commerce Platforms:

Online Stores: Businesses can create e-commerce platforms using web development
to sell products or services directly to consumers. These platforms often include
features like shopping carts, payment gateways, and order management systems.

Marketplaces: Web development is used to create online marketplaces that connect

buyers and sellers, such as Amazon, eBay, or Etsy. These platforms require robust back-
end systems to handle transactions, user accounts, and product listings.

3. Content Management and Blogging:

CMS Development: Web development is used to create and customize content

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management systems (CMS) that allow users to easily manage and publish content on
their websites. This is particularly useful for non-technical users who need to update
their sites regularly.

Blogging Platforms: Web developers can create blogging platforms that enable users
to write, edit, and share blog posts. Popular examples include WordPress and Medium,
which provide both individual bloggers and large organizations with tools to distribute
content.

4. Web Portals:

Corporate Portals: Businesses often use web development to build corporate portals
that provide employees, partners, or customers with access to resources, information,
and tools. These portals can include features like document management, employee
directories, and dashboards.
Educational Portals: Educational institutions use web development to create portals
where students can access learning materials, submit assignments, interact with
instructors, and more. Examples include Learning Management Systems (LMS) like
Moodle and Blackboard.

5. Social Networking Sites:

Community Building: Web development is used to create social networking sites

where users can connect, share content, and interact with each other. Platforms like
Facebook, LinkedIn, and Instagram are built using web development technologies and
frameworks.

Forums and Discussion Boards: Web developers can create forums and discussion
boards where users can engage in conversations, ask questions, and share knowledge
on various topics.

6. Interactive Media and Entertainment:

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Streaming Services: Web development is essential in building platforms for streaming
audio, video, and live broadcasts. Services like Netflix, Spotify, and YouTube rely on
sophisticated web applications to deliver content to millions of users worldwide.

Gaming: Web development can be used to create online games, including browser-
based games and multiplayer platforms. Technologies like HTML5, WebGL, and
JavaScript are commonly used in this area.

7. Business and Productivity Tools:

Customer Relationship Management (CRM) Systems: Web development is used

to create CRM systems that help businesses manage their relationships with customers.
These systems often include features like contact management, sales tracking, and
communication tools.

Project Management Tools: Web development enables the creation of project

management applications like Trello, Asana, or Jira, which help teams collaborate,
track progress, and manage tasks effectively.

8. Data Visualization and Dashboards:

Analytics Dashboards: Businesses and organizations use web development to create

dashboards that visualize data, track key performance indicators (KPIs), and provide
insights into operations. These dashboards often pull data from various sources and
present it in an interactive, user-friendly format.

Reporting Tools: Web-based reporting tools allow users to generate and view reports
on demand. These tools are used in various industries, including finance, healthcare,
and logistics.

9. APIs and Web Services-

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Development: Web development is used to create APIs (Application Programming
Interfaces) that allow different software applications to communicate with each other.
APIs are essential for integrating various services, such as payment processors, social
media, and third-party data providers.

Web Services: Businesses and developers create web services that enable other
applications or services to interact with their systems. This includes RESTful services,
SOAP services, and microservices architectures.

10. Mobile-Optimized Sites and Progressive Web Apps (PWAs)-

Responsive Design: Web development ensures that websites are mobile-friendly and
provide a good user experience across various devices. This is achieved through
responsive design techniques that adapt the layout and content to different screen sizes.

Progressive Web Apps: PWAs combine the best of web and mobile apps, offering
users a mobile app-like experience directly from their browsers. PWAs are fast, reliable,
and can work offline, making them an increasingly popular choice for businesses.

Woxen Digital offers a comprehensive range of web development services designed to

help businesses establish a strong online presence, enhance user experience, and
achieve their digital goals. Their web development services are tailored to meet the
unique needs of each client, ensuring that the final product is not only functional but
also visually appealing and aligned with the client’s brand identity.
Custom Website Development

Woxen Digital specializes in creating custom websites that are fully tailored to the
specific needs and goals of each business. Their team of experienced developers works
closely with clients to understand their vision, target audience, and business objectives.
They then design and develop a website that reflects the brand’s personality while
providing a seamless user experience. Whether it’s a simple informational site, a
complex e-commerce platform, or a dynamic web application, Woxen Digital ensures
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that the website is built with the latest technologies and best practices.

E-Commerce Development

For businesses looking to sell products or services online, Woxen Digital offers robust
e-commerce development services. They create secure, scalable, and user-friendly e-
commerce platforms that provide a smooth shopping experience for customers. This
includes everything from product catalogs and shopping carts to payment gateways and
order management systems. Woxen Digital ensures that the e-commerce site is
optimized for performance, security, and conversion rates, helping businesses
maximize their online sales potential.

Responsive Web Design

In today’s mobile-first world, it’s essential for websites to be accessible and visually
appealing across all devices. Woxen Digital excels in responsive web design, ensuring
that websites automatically adjust and function perfectly on various screen sizes,
including desktops, tablets, and smartphones. Their approach to responsive design
focuses on creating a consistent and engaging user experience, regardless of the device
being used. This not only enhances user satisfaction but also improves search engine
rankings, as mobile-friendliness is a key factor in SEO.

CMS Development: Woxen Digital provides Content Management System (CMS)

development services that enable businesses to easily manage and update their website
content without needing technical expertise. They work with popular CMS platforms
like WordPress, Joomla, and Drupal, customizing them to meet the specific needs of
the client. Whether it’s a blog, a news site, or a corporate website, Woxen Digital
ensures that the CMS is user-friendly, flexible, and scalable, allowing businesses to
keep their content fresh and relevant.
Web Application Development: In addition to standard websites, Woxen Digital
offers web application development services that cater to more complex business needs.
They develop custom web applications that are designed to solve specific problems,
streamline operations, or provide interactive features to users. These applications are

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built using modern frameworks and technologies, ensuring they are secure, scalable,
and easy to maintain. From customer portals to project management tools, Woxen
Digital’s web applications are designed to enhance business efficiency and user
engagement.

Website Maintenance and Support: Woxen Digital understands that launching a

website is just the beginning. They offer ongoing website maintenance and support
services to ensure that websites remain secure, up-to-date, and performing at their best.
This includes regular updates, security monitoring, performance optimization, and
troubleshooting any issues that arise. With Woxen Digital’s maintenance services,
businesses can focus on their core activities, knowing that their website is in good
hands.

SEO-Friendly Development: Woxen Digital integrates SEO best practices into the
web development process, ensuring that the websites they create are optimized for
search engines from the ground up. This includes optimizing site structure, improving
load times, ensuring mobile-friendliness, and incorporating relevant keywords into the
website’s code and content. By focusing on SEO-friendly development, Woxen Digital
helps businesses increase their visibility in search engine results, driving more organic
traffic to their sites.

Content writing

Content writing is the process of creating written material for various digital platforms,
with the primary goal of informing, engaging, or persuading a target audience. It
encompasses a wide range of formats, including blog posts, articles, social media
updates, website copy, product descriptions, email newsletters, and more. Effective
content writing requires a deep understanding of the audience, clear communication,
and the ability to convey ideas in a compelling manner.

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Purpose of Content Writing

The purpose of content writing varies depending on the context in which it is used. For
businesses, content writing is often a key component of digital marketing strategies. It
helps in building brand awareness, generating leads, and driving conversions by
providing valuable information that addresses the needs and interests of the target
audience. Content writing can also be used to establish a company or individual as a
thought leader in a particular industry, offering insights and expertise on relevant topics.
In addition, content writing plays a crucial role in search engine optimization (SEO),
helping websites rank higher in search engine results by incorporating relevant
keywords and creating high-quality content that attracts organic traffic.

Types of Content Writing

Content writing comes in various forms, each serving a specific purpose:

Blog Posts and Article: These are usually long-form content pieces that explore a
particular topic in depth. Blog posts and articles are designed to educate, inform, or
entertain the reader. They often include tips, how-to guides, opinion pieces, and
industry insights. Regularly updated blogs help businesses engage with their audience
and improve their SEO rankings.

Website Copy: Website copy refers to the text on a website that guides visitors through
the site and helps them understand the brand, products, or services. This includes
homepages, about pages, service or product descriptions, and landing pages. Effective
website copy is clear, concise, and optimized for both search engines and user
experience.

Social Media Content: Social media content writing involves crafting posts, updates,
and captions for platforms like Facebook, Twitter, LinkedIn, Instagram, and others. The
goal is to engage followers, drive traffic to other digital properties, and encourage
interactions such as likes, shares, and comments. Social media content is often short,
conversational, and designed to capture attention quickly.
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Email Newsletters: Email newsletters are a direct way to communicate with an
audience, often containing updates, promotional offers, or valuable content. The writing
for email newsletters needs to be persuasive and engaging, encouraging recipients to
open the email, read the content, and take action, such as clicking a link or making a
purchase.

Product Descriptions: Product descriptions are used in e-commerce to provide

potential customers with detailed information about products. Good product
descriptions highlight the benefits, features, and unique selling points of a product,
often using persuasive language to encourage a purchase.

White Papers and E-books: These are in-depth content pieces that provide
comprehensive information on a specific topic. They are often used in B2B marketing
to demonstrate expertise and generate leads. White papers and e-books are more formal
and data-driven than other types of content and are typically offered as downloadable
resources.

Technical Writing: Technical writing involves creating content that explains complex
concepts, processes, or products in a clear and concise manner. This includes user
manuals, technical guides, and documentation for software, hardware, and other
technical products. The goal is to make technical information accessible to users,
regardless of their level of expertise.
The Process of Content Writing

Content writing involves several key steps, from ideation to publication:

Research: Before writing, thorough research is conducted to gather relevant

information, understand the target audience, and identify keywords or topics that
resonate with the audience. This ensures that the content is accurate, valuable, and
aligned with the reader's interests.

Planning and Outlining: A well-structured outline is created to organize the content

17
logically. This helps in breaking down the content into manageable sections and ensures
a smooth flow of ideas. Planning also involves determining the tone, style, and length
of the content based on the target audience and the platform where it will be published.

Writing: The actual writing process involves crafting the content according to the
outline, while adhering to the desired tone and style. The writing should be clear,
engaging, and tailored to the audience's needs. It’s important to focus on readability,
using simple language and short sentences to keep the reader engaged.
Editing and Proofreading: After the initial draft is complete, the content is reviewed
for accuracy, clarity, and coherence. This stage involves editing to refine the language,
improve sentence structure, and eliminate any errors. Proofreading is the final step,
where the content is checked for grammar, punctuation, and spelling mistakes.

Optimization: If the content is intended for digital platforms, especially websites and
blogs, it is optimized for search engines. This includes incorporating relevant keywords,
using meta tags, and ensuring the content is formatted correctly with headings,
subheadings, and bullet points.

Publishing and Distribution: Once the content is finalized, it is published on the

appropriate platform, such as a website, blog, or social media channel. The content may
also be distributed through email newsletters, content syndication platforms, or other
channels to reach a wider audience.

Importance of Quality Content

High-quality content is essential for engaging readers and achieving the desired
outcomes, whether it's driving traffic to a website, generating leads, or building brand
loyalty. Quality content is original, informative, and relevant to the audience. It should
provide value, whether by answering questions, solving problems, or offering insights.
Additionally, quality content is well-researched and fact-checked, which helps build
credibility and trust with the audience. In the digital age, where attention spans are
short, and competition for visibility is fierce, producing high-quality content is key to
standing out and achieving success.

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Woxen Digital offers professional content writing services designed to help businesses
communicate effectively with their target audience, enhance their online presence, and
achieve their marketing goals. Their content writing services are tailored to meet the
specific needs of each client, ensuring that the content is not only informative and
engaging but also aligned with the brand’s voice and objectives.

Blog and Article Writing

Woxen Digital provides high-quality blog and article writing services aimed at
educating, informing, and engaging readers. Their team of skilled writers conducts
thorough research on relevant topics, ensuring that the content is accurate, insightful,
and valuable to the target audience. By regularly publishing well-crafted blog posts and
articles, businesses can establish themselves as thought leaders in their industry, drive
organic traffic to their websites, and improve their search engine rankings. Woxen
Digital’s content is optimized for SEO, ensuring that it ranks well on search engines
while resonating with readers.

Website Copywriting

Effective website copy is crucial for making a strong first impression and guiding
visitors through the site. Woxen Digital offers expert website copywriting services that
help businesses convey their message clearly and persuasively. Their copywriting
focuses on creating content that is concise, compelling, and aligned with the brand’s
tone and style. Whether it’s homepage content, product descriptions, or service pages,
Woxen Digital ensures that the copy not only captures the essence of the brand but also
drives conversions by encouraging visitors to take action.

Social Media Content Writing

Woxen Digital’s social media content writing services are designed to help businesses
engage with their audience on platforms like Facebook, Instagram, LinkedIn, and
Twitter. Their team creates captivating and relevant social media posts that resonate
with the target audience, encourage interaction, and build brand loyalty. Woxen Digital
19
understands the nuances of different social media platforms and tailors the content to fit each
platform’s unique requirements. Whether it’s crafting catchy captions, creating engaging
stories, or writing informative updates, Woxen Digital ensures that the content reflects the
brand’s personality and connects with followers.

SEO Content Writing: Woxen Digital offers SEO content writing services that help
businesses improve their search engine visibility and attract more organic traffic. Their
writers are well-versed in SEO best practices, including keyword research, on-page
optimization, and content structuring. They create content that seamlessly incorporates
relevant keywords without compromising on readability or quality. By producing SEO-
friendly content, Woxen Digital helps businesses rank higher on search engine results
pages (SERPs), making it easier for potential customers to find them online.

Content for Email Marketing: Email marketing remains one of the most effective
ways to reach and engage with customers. Woxen Digital provides content writing
services for email newsletters, promotional emails, and drip campaigns that are
designed to capture attention and drive action. Their email content is tailored to the
specific goals of the campaign, whether it’s promoting a new product, sharing company
news, or nurturing leads. Woxen Digital ensures that the content is engaging, concise,
and aligned with the brand’s voice, helping businesses increase open rates, click-
through rates, and conversions.

Product Descriptions and E-Commerce Content: For businesses in the e-commerce

sector, Woxen Digital offers product description writing services that highlight the
features, benefits, and unique selling points of products. Their writers create persuasive
and detailed product descriptions that help customers make informed purchasing
decisions. Woxen Digital also provides additional e-commerce content, such as
category descriptions, buyer’s guides, and landing page copy, all optimized for search
engines and designed to enhance the online shopping experience.

Technical Writing: Digital offers technical writing services for businesses that need
clear and precise documentation, user manuals, technical guides, or software
documentation. Their technical writers are skilled at translating complex information
20
into easy-to-understand content, ensuring that the material is accessible to both
technical and non-technical audiences. Woxen Digital’s technical writing services are
ideal for businesses in industries like technology, engineering, healthcare, and finance,
where accuracy and clarity are paramount.

Content Strategy and Planning

In addition to content creation, Woxen Digital also offers content strategy and planning
services. They work with businesses to develop a comprehensive content strategy that
aligns with their marketing goals and brand objectives. This includes identifying target
audiences, determining the most effective content formats and channels, and creating a
content calendar to ensure consistent and timely publication. By taking a strategic
approach to content, Woxen Digital helps businesses maximize the impact of their
content marketing efforts. Woxen Digital is a company that specializes in providing
strategy and marketing services aimed at helping businesses grow, enhance their online
presence, and achieve their goals in a competitive digital landscape. Here’s an overview
of the strategy and marketing services provided by Woxen Digital:

Strategy Services

Woxen Digital offers comprehensive strategy services that are designed to align a
business’s goals with effective, data-driven plans. The company begins by thoroughly
understanding the client’s business objectives, market position, and competitive
environment. They then work closely with the client to develop a tailored strategy that
outlines clear, actionable steps to achieve these objectives.

Business Strategy Development: Woxen Digital helps companies define their long-
term vision and objectives. This includes analyzing market trends, identifying
opportunities for growth, and creating a roadmap for success. They ensure that the
strategy is realistic, sustainable, and aligned with the company’s resources and
capabilities.

Digital Transformation Strategy: In the rapidly evolving digital landscape, Woxen

21
Digital guides businesses through digital transformation processes. This involves
leveraging new technologies and digital platforms to improve operational efficiency,
enhance customer engagement, and drive innovation. They focus on creating a seamless
integration between traditional business practices and modern digital tools.

Market Entry Strategy: For businesses looking to enter new markets, Woxen Digital
provides strategic guidance on how to position themselves effectively. This includes
market research, competitor analysis, and identifying the right entry points. They help
businesses navigate the complexities of new markets, ensuring a smooth and successful
entry.

Marketing Services

Woxen Digital’s marketing services are designed to help businesses connect with their
target audience, build brand awareness, and drive conversions. Their marketing
approach is rooted in understanding customer behavior and leveraging the most
effective channels to reach and engage with them
.
Digital Marketing Strategy: Woxen Digital creates customized digital marketing
strategies that are tailored to the specific needs of each client. This includes SEO
(Search Engine Optimization), PPC (Pay-Per-Click) advertising, content marketing,
and social media marketing. They focus on maximizing the ROI (Return on Investment)
by targeting the right audience with the right message at the right time.

Content Marketing: The company offers content marketing services that help
businesses create and distribute valuable, relevant, and consistent content. This is
designed to attract and retain a clearly defined audience and ultimately drive profitable
customer actions. Woxen Digital’s content marketing services include blog writing,
video production, infographics, and more.

Branding and Positioning: Woxen Digital helps businesses build a strong brand
identity and position themselves effectively in the market. This involves creating a

22
unique brand voice, developing consistent messaging, and ensuring that all marketing
efforts reflect the brand’s values and personality. The goal is to create a brand that
resonates with the target audience and stands out from the competition.

Social Media Marketing: Woxen Digital specializes in social media marketing,

helping businesses engage with their audience on platforms like Facebook, Instagram,
LinkedIn, and Twitter. They develop strategies that increase brand visibility, foster
community engagement, and drive traffic to the client’s website or online store. Their
social media services include content creation, paid advertising, and community
management.
Analytics and Reporting: To ensure that marketing efforts are effective, Woxen
Digital provides detailed analytics and reporting services. They track key performance
indicators (KPIs) to measure the success of marketing campaigns and provide insights
that help businesses make informed decisions. This data-driven approach ensures that
marketing strategies are continuously optimized for better results. Woxen Digital offers
a comprehensive digital marketing course designed to equip individuals and businesses
with the skills and knowledge necessary to succeed in the rapidly evolving world of
online marketing. The course is structured to cover all the essential aspects of digital
marketing, from foundational concepts to advanced strategies, making it suitable for
beginners as well as those looking to enhance their existing skills.

Course Overview

The digital marketing course provided by Woxen Digital is a well-rounded program

that focuses on both the theoretical and practical aspects of digital marketing. It covers
a wide range of topics, including search engine optimization (SEO), social media
marketing, content marketing, email marketing, pay-per-click (PPC) advertising,
analytics, and more. The course is designed to provide students with a deep
understanding of how digital marketing works and how to apply various tools and
techniques to achieve marketing goals.

23
Key Components of the Course

1. Search Engine Optimization (SEO:

The course delves into the principles of SEO, teaching students how to optimize
websites to rank higher in search engine results. This includes keyword research, on-
page and off-page optimization, link building, and understanding search engine
algorithms. Students learn how to increase organic traffic and improve the visibility of
websites.

2. Social Media Marketing:

Woxen Digital’s course covers the essentials of social media marketing, including how
to create and manage effective social media campaigns across platforms like Facebook,
Instagram, LinkedIn, Twitter, and more. Students learn about audience targeting,
content creation, social media analytics, and how to leverage social media to build
brand awareness and drive engagement.
3. Content Marketing:

Content is a critical component of digital marketing, and the course emphasizes the
importance of creating valuable, relevant, and consistent content. Students learn how to
develop a content strategy, create engaging blog posts, videos, infographics, and other
content types, and distribute them effectively across various channels.

4. Email Marketing:

The course teaches students how to create and manage successful email marketing
campaigns. This includes building email lists, designing newsletters, writing persuasive
email copy, and using automation tools to nurture leads and convert them into
customers. Students also learn how to measure the effectiveness of their email
marketing efforts.

5. Pay-Per-Click (PPC) Advertising:

24
Students are introduced to the world of paid advertising, particularly through platforms
like Google Ads and social media advertising. The course covers keyword selection, ad
creation, bidding strategies, and campaign optimization. Students learn how to manage
budgets effectively and maximize ROI through targeted PPC campaigns.

6. Web Analytics:

Understanding data is crucial in digital marketing, and Woxen Digital’s course includes
comprehensive training on web analytics. Students learn how to use tools like Google
Analytics to track website traffic, user behavior, and campaign performance. The
course teaches how to interpret data and use insights to make informed decisions and
optimize marketing strategies.

7. Digital Strategy and Planning:

The course also covers the strategic aspects of digital marketing, helping students
understand how to create and implement effective digital marketing plans. This
includes setting marketing objectives, identifying target audiences, selecting the right
mix of digital channels, and measuring success. Students learn how to align digital
marketing efforts with overall business goals.
Hands-On Learning and Practical Projects

Woxen Digital’s course emphasizes practical learning, with hands-on projects and real-
world case studies that allow students to apply what they’ve learned. Throughout the
course, students work on creating actual marketing campaigns, optimizing websites,
and analyzing data. This practical experience is invaluable for building confidence and
gaining the skills needed to succeed in a real-world digital marketing environment.

Who Should Take This Course?

The digital marketing course is designed for a wide range of individuals, including:

Marketing Professionals: Those looking to update their skills and stay current with
25
the latest digital marketing trends and tools.

Business Owners and Entrepreneurs: Individuals who want to take control of their
online marketing efforts and grow their business.

Students and Graduates: Those seeking to enter the digital marketing field with a
strong foundation and practical experience.

Freelancers and Consultants: Individuals aiming to offer digital marketing services

to clients and expand their skill set.

Certification and Support

Upon successful completion of the course, students receive a certification from Woxen
Digital, which can enhance their professional credentials and demonstrate their
expertise in digital marketing. Additionally, Woxen Digital offers ongoing support to
its students, including access to resources, industry updates, and opportunities to
connect with a network of digital marketing professionals.When creating a research
project on the different digital marketing tools used by Woxen Digital for customization
to attract customers, the objectives should be clearly defined to guide the research
process and ensure that the study is focused and comprehensive. Here are some
potential objectives for your research project:

To Identify the Key Digital Marketing Tools Used by Woxen Digital

Objective: Identify and list the primary digital marketing tools and platforms that
Woxen Digital employs to customize marketing strategies for their clients. This could
include tools for SEO, PPC, social media management, email marketing, content
creation, and web analytics.

To Analyze How These Tools Are Customized for Different Client Needs

Objective: Examine how Woxen Digital customizes the use of these digital marketing

26
tools based on the specific needs and goals of different clients. This includes
understanding the personalization techniques and strategies they implement to tailor
marketing campaigns

To Evaluate the Effectiveness of Customization in Attracting and Engaging

Customers

Objective: Assess the impact of customized digital marketing strategies on customer

attraction and engagement. Analyze metrics such as customer acquisition rates,
conversion rates, and customer retention as a result of personalized marketing efforts.

1. To Explore the Role of Data in Driving Customization

Objective: Investigate how Woxen Digital uses data (customer behavior,

preferences, demographics, etc.) to inform and drive the customization of digital
marketing tools. Understand the types of data collected and how they are applied
in personalizing marketing campaigns.

2. To Understand the Challenges and Limitations of Customization in Digital

Marketing

Objective: Identify the challenges and limitations that Woxen Digital faces in
customizing digital marketing tools. This could include technical constraints, data
privacy concerns, or resource limitations.

3.To Compare Woxen Digital’s Customization Techniques with Industry

Standards

Objective: Compare the customization techniques used by Woxen Digital with those
of other leading digital marketing agencies. Determine how Woxen Digital’s approach
stands out or aligns with industry best practices.

27
4.To Provide Recommendations for Enhancing Customization Strategies

Objective: Based on the findings of the research, offer recommendations on how

Woxen Digital can further enhance their use of digital marketing tools for
customization. This could involve suggesting new tools, techniques, or strategies to
improve customer attraction and engagement.

5.To Assess Customer Perception of Customized Marketing Efforts

Objective: Explore how customers perceive and respond to the customized digital
marketing efforts implemented by Woxen Digital. This could involve gathering
customer feedback or analyzing case studies to understand the effectiveness of
personalized marketing from the customer’s perspective.

6.To Investigate the Role of Emerging Technologies in Enhancing Customization

Objective: Examine the potential of emerging technologies such as artificial

intelligence, machine learning, and automation in enhancing the customization
capabilities of digital marketing tools used by Woxen Digital.

7. To Document Case Studies of Successful Customization by Woxen Digital

Objective: Document detailed case studies of successful customization efforts by

Woxen Digital, showcasing how specific digital marketing tools were used to attract
and retain customers for particular clients.

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Chapter-02

29
 OBJECTIVES OF THE PROJECT REPORT

The objectives of this project report aim to achieve the following:

1. Analyze Woxen Digital Pvt Ltd's innovative branding strategies for market
differentiation.
2. Explore their content creation techniques that engage and convert target
audiences.
3. Examine effective social media engagement tactics that build brand loyalty.
4. Assess search engine optimization (SEO) practices that enhance online visibility.
5. Highlight data analytics utilization for informed decision-making and
strategy refinement.

30
Chapter-03

31
WOXEN DIGITAL COMPANY PROFILE

Woxen Digital emerges as a company that is both innovative and

transformative. Thiscompany is inspired by the mantra “Think. Plan. Do.”
This philosophy influences theirmethod of offering complete digital solutions
that fulfil the wide-ranging needs of their customers. This company is a
versatile and customer-focused digital solutions provider that excels in
delivering high-quality services across various domains. Their method
highlights a commitment to thoughtful strategy, careful planning, and perfect
execution. Whether it’s digital marketing, web development, e-commerce,
mobile app development, or branding, Woxen Digital is equipped to help
businesses excel in the digital age.

32
 Mission and Vision

At the core of Woxen Digital is a commitment to innovation and excellence. The

company’s mission is to strengthen businesses through offering cutting-edge
digital solutions that drive growth, efficiency, and sustainability. Their vision is
to become a global leader in the digital services sector, renowned for their
creativity, technical skill,and client-centric approach.

Services

Woxen digital’s method shows a commitment to thoughtful strategy, careful planning,

and perfect execution. The services of Woxen digital are digital marketing, web
development, e-commerce, mobile app development, or branding as follows:

Digital Marketing: Woxen Digital offers a full suite of digital marketing services
designed to improve online visibility and drive customer engagement. Their services
cover search engine optimization (SEO), social media marketing (SMM), content
marketing, email marketing, and pay-per-click (PPC) advertising. With the application
of data-driven strategies and the newest marketing technologies, Woxen Digital
supports customers in meeting their marketing targets and increasing ROI.

Web Development: The Company is skilled at designing websites that look greatand
work well, securing excellent user experience. Their services include everything from
the initial design and development to ongoing maintenance and improvements.
Woxen Digital’s team assures that websites are responsive, secure, and optimized for
search engines, providing a solid foundation for digital success.

E-Commerce Solutions: For businesses looking to expand their online presence,

Woxen Digital offers strong e-commerce solutions. They create and manage online
stores that are easy to use, safe, and able to grow as needed. Their services include
custom e-commerce website development, payment gateway integration, shopping
cart development, and e-commerce SEO. This enables clients to provide a smooth
shoppingexperience for their customers.

33
Mobile App Development: Recognizing the growing importance of mobile
technology, Woxen Digital provides mobile app development services for both
Android and iOS platforms. They specialize in every stage of the app development
process, frominitial concept and design to full development and deployment. They
create apps that are responsive, engaging, and designed to meet the specific needs of
their customers.

Branding and Design: A strong brand identity is very important for business success,
and Woxen Digital excels in this area. Their branding and design services help
businesses create a powerful brand image that connects with their target audience.
These services incorporate graphic design, brand strategy, logo design, and corporate
identity development. Their creative team works closely with customers to ensure that
their brand stands out in a crowded market.

Expertise and Approach

Woxen Digital’s team includes experienced professionals with various skill sets,
including digital marketing experts, web developers, app developers, designers, and
strategists. Their collaborative approach assures that each project benefits from a wealth
of knowledge and expertise.The company starts through understanding the client’s
business goals and the needs oftheir audience then they design a strategic plan that
gives an overview of the best approach to achieve these goals. Their execution is
performed with accuracy, making sure all deliverables meet top-tier quality standards.

Unique Value Proposition

What sets Woxen Digital apart from its competitors is its unwavering focus on customer
satisfaction and results. They prioritize clear communication, keeping clients update
at every step of the project. Their solutions are designed to meet the unique needs of
each client, providing a personalized experience that develops long-term
partnerships.Woxen Digital is also committed to staying updated on the latest trends
and advancements in technology. This approach helps them deliver creative solutions
that give their customers a competitive edge. Their commitment to continuous
improvementensures that they deliver the best possible outcomes for every project

34
Geographical & Functional Area of Operation

Woxen Digital operates globally, serving clients from various parts of the world. They
provide the digital solutions like custom web development, web design, mobile app
development, digital marketing, and WordPress solutions. This means that they help
businesses worldwide through creating and improving their online presence through
websites, apps, and effective digital marketing strategies.

Size of Organization & Structure

Woxen Digital is structured as a medium-sized company. It has organized teams

dedicated to different functions like development, design, marketing, and project
management. This structure allows them to efficiently handle projects of varying
complexities while ensuring close coordination between different departments for
smooth service delivery.

Present Leadership

At Woxen Digital, leadership is held by experienced professionals in technology,

marketing, and business development. Leadership in strategic planning is provided by
the CEO, CTO (Chief Technology Officer), and CMO (Chief Marketing Officer). Their

expertise guides the team in staying ahead in digital trends and delivering innovative
solutions to clients.

Strengths

Woxen Digital’s strengths lie in its wide-ranging expertise across digital domains,
ensuring they can address different client needs effectively. They prioritize customer
satisfaction through offering personalized service and using flexible project
management practices. Their focus on innovation and adaptability helps them stay
competitive in the dynamic digital services market.

Weaknesses

Despite its strengths, Woxen Digital faces challenges in scaling operations without

35
compromising service quality. Like any company in the digital industry, they are
susceptible to fluctuations in market trends and technology advancements. Balancing
growth with maintaining high standards can be a continual challenge for them.

Company Structure and Interns’ Position and Role

The company operates with a clear hierarchical structure. At the top are executives like
the CEO, CTO, and CMO, overseeing departments such as development, design,
marketing, and project management. Interns at Woxen Digital play an important role
insupporting these departments. They assist senior professionals in projects, conduct
research, and learn new technologies. This hands-on experience prepares them for
future roles in the digital industry, contributing fresh perspectives and energy to the
company’s operations.

36
Chapter-04

37
LITERATURE REVIEW

Palmer and Lewis in 2000 The rise of social media in recent years has caused a
decrease in the success and audience of traditional media. Mainstream media has
encountered numerous obstacles recently, resulting in closures, whereas T7 has
experienced a decline in profits as reported. Palmer and Lewis are connecting the
effectiveness of conventional marketing channels to the rise of social media in
managing brands. Due to competition and a challenging economy, businesses have
reduced their budgets, particularly in advertising, which has transitioned to digital
platforms.

Einberg's study in 2002 demonstrated that social media marketing is a contemporary

strategy that almost all companies are utilizing to engage with their customers on digital
platforms! Social media is the most cost-effective way to reach a broad audience when
promoting your idea! The first to use social media for promotion were entertainment
companies. Weinberg states that using social media marketing enables people to
advertise websites, products, or services on online platforms to reach a wider audience
that cannot be reached through traditional methods. Put simply, companies utilize social
media platforms to direct users to their websites and disseminate information on new
products, updates, and company announcements to potential clients.

Mersey, Malthouse, and Calder (2010) argue that social media platforms provide
opportunities for businesses to engage with both potential and current customers,
enhancing customer relationships and building vital connections in today's fast-
changing business environment where customer loyalty can be fleeting and negative
feedback can spread rapidly on the internet.
Dave Chaffey (2002)Internet marketing involves using digital technologies like the
Web, email, databases, mobile/wireless, and digital TV to enhance marketing efforts
with the goal of gaining and keeping profitable customers through improved
understanding and personalized communication and services. Chaffey's interpretation
embodies the concept of relationship marketing, highlighting that Electronic marketing
should be driven by the business model, not technology.

38
Rajiv Kaushik (2016) In his article, digital marketing is rapidly gaining
momentum in India. Palmer and Lewis are linking the efficiency of traditional
marketing platforms with the emergence of social media in brand management
.Achieving success in a marketing campaign requires more than just relying on
digital marketing alone. It is essential for the success of a marketing campaign
to make full use of the different marketing techniques present in both traditional
and modern marketing. Startups that rely on digital marketing often experience
failure. This research demonstrates steps to ensure successful utilization of
digital marketing in order to capitalize on the significant opportunity for sales
growth.

P.K. Kannan And Hongshuang Alice Li (2016)In their article, they proposed
creating a framework for studying digital marketing that outlines the key points
in the marketing process and strategy where digital technologies are currently
and will continue to play a crucial role. The framework helps us structure the
advancements and existing studies related to the components and interactions
within the framework, and we examine the research literature in the broadly
defined digital marketing field. We highlight the changing concerns related to
touch points and the corresponding questions for future research. In conclusion,
we combine these recognized inquiries and establish a research plan for
upcoming studies in digital marketing to investigate the matters from the firm's
point of view.

In 2018 , M. Shirisha conducted the study Digital marketing has been

identified as the speediest e-Commerce solution currently accessible. We can
easily buy or sell products using this marketing strategy. Digital marketing
allows for rapid reach to a large audience or customer base, efficiently
maximizing outreach. It has a critical role in the current business system. This
system improves the efficiency and accuracy of our operations. Digital
marketing costs much less than traditional offline marketing methods.
Nevertheless, one big benefit of conducting your marketing activities on the
internet is the capability to easily monitor and track outcomes. Instead of
investing in customer research expenses, you can simply track customer

39
feedback and assess your marketing campaign's success in real-time, enabling
better planning for the next campaign. This paper sought to highlight the
importance of digital marketing in today's world.

Charles Gibson in 2018 In their article, it was detailed how organizations

are increasingly incorporating technology into their marketing approach,
emphasizing the importance of thoroughly assessing digital marketing
strategies. Shifting to client-centered marketing strategies allows businesses to
explore innovative marketing practices in a new era, utilizing digital marketing
to fulfill their main marketing needs. Research on top digital marketing
strategies offers companies useful tactics to reach a wider audience by utilizing
both new technologies and elements of traditional marketing. The current
research offered digital marketing strategies to enhance visibility for
individuals, companies, organizations, businesses, and researchers targeting
their market

Mort et al. Conducted a study in 2003 has claimed that contemporary

advertising tactics have changed to focus on digital marketing, moving away
from traditional approaches. Additionally, its power is so great that it can assist
in boosting the economy and can create numerous opportunities for
governments to function more efficiently (Munshi, 2012). Businesses in
Singapore have assessed how successful and valuable digital marketing tools
are in achieving desired results. The information comes from Teo (2005).
Significant growth in digital marketing has been driven by rapid technological
advancements and shifts in market dynamics.

Chaston & Mangles (2003) Studied the impact of marketing strategy on

Internet usage in small manufacturing firms in the UK. They utilized a
quantitative method to explore whether companies with a focus on relationships
in their marketing strategy treat the Internet in a different manner compared to
those with a transactional approach in B2B markets. The research included
sending surveys via mail to 298 small UK businesses (manufacturing
mechanical or electronic components / focusing on B2B advertising / having

40
10-50 employees / independent of British or global corporations). There was
insufficient evidence found to support the notion that companies focusing on
relationships have differing views on online markets than transaction-focused
competitors.

Yazdanifard R. et al. (2013) In the marketing realm, digital marketing is

an intriguing topic, especially for academics. It is a creative method of
promoting a product or service to the targeted global market around the world.
This article introduces a new approach in digital marketing for online shopping,
emphasizing the significance of this innovation for advertisers to attain success.
This also enables marketing managers to dedicate their time to important tasks
such as developing marketing strategies to promote company expansion

Chaffey (2013) Has mentioned that digital marketing is a relatively new

term, but its impact is significant, daunting, and complex. Businesses are
seeking a clear strategy to begin and incorporate digital marketing into their
promotion mix despite their lack of comprehension and execution. Currently,
platforms like Facebook, Google Plus, Twitter, and other social media outlets
have significantly altered the opinions and viewpoints of specific consumers.
The digital marketing utilized a broad network of customers for accessible
feedback on customer experiences with reliable real-time data. Typically,
digital marketing involves using up-to-date technologies to enhance customer
understanding by aligning with their needs and desires.

Zhang et al. (2013) The article stated that digital marketing blogs have
successfully increased sales, specifically for items that enable customers to read
and share reviews and experiences through comments. Online reviews have
shown themselves to be very successful for businesses when included in their
overall marketing plan.

41
Chapter-05

42
 RESEARCH METHODOLOGY

Research Methodology: "Shipping Success: A Deep Dive into Woxen Digital Pvt.
Ltd.'s Digital Marketing Strategies"

Introduction

The methodical process that directs the gathering, processing, and interpretation of data
for a study is outlined in research methodology. A variety of primary and secondary
data gathering methods have been employed in this research project, "Shipping
Success: A Deep Dive into Woxen Digital Pvt. Ltd.'s To gain understanding on the
effectiveness of the company's digital marketing endeavors, refer to "Digital Marketing
Strategies." The study's foundation is a quantitative survey with 71 participants, to
which secondary material from scholarly sources, business papers, and industry
publications has been included.This research methodology chapter will describe in
detail the research design, sampling techniques, data collection procedures, and
analytical tools used to address the research questions.

1. Sampling Methodology

Population

The population for the primary research includes customers who have interacted with
Woxen Digital Pvt. Ltd.’s digital platforms, either as consumers or partners. Since the
company operates within the digital marketing sector, its clientele is diverse, including
both businesses and individual consumers across multiple industries.

Sampling Technique

A *non-probability convenience sampling* method was adopted for this study, where
the selection of respondents was based on their availability and willingness to
participate. Given the limitations of time and accessibility, this sampling technique was
deemed appropriate to capture a snapshot of opinions from a readily available pool of
customers. Convenience sampling allowed the research to gather data from individuals
who were both recent users and had direct experience with the company's marketing
and digital platforms.

43
Sample Size

The survey collected 71 responses from customers and partners who had recent
interactions with the company's marketing platforms. While this sample size may not
be large enough to generalize findings across the entire population, it provides
significant insights that align with the objectives of the research.

Sampling Bias Consideration

The data could be biased since a convenience sampling technique was employed. In an
attempt to lessen this, a wide range of participants—including companies from various
industries and clients from different geographical areas—were reached. Even while the
data might not be entirely representative, it nonetheless offers insightful information
about the experiences of people who were polled.

2. Data Collection Methods

Primary Data Collection

Primary data was collected using a quantitative survey method. A structured

questionnaire was designed to capture the views of respondents regarding Woxen
Digital Pvt. Ltd.’s digital marketing strategies. The survey consisted of a mix of closed-
ended questions (with Likert scales) and multiple-choice questions to quantify
participants' perceptions of the company’s marketing effectiveness. The survey was
distributed via online platforms to maximize reach and engagement.

Survey Instrument Design

The questionnaire survey included the following sections:

1. Demographic Information : To capture the background information of respondents

(age, gender, location, etc.).

2. Digital Marketing Awareness: Questions to assess respondents' familiarity with the

company's digital marketing strategies.

44
3. Customer Engagement: Questions to measure the level of engagement with the
company's social media, email campaigns, website, and mobile applications.

4. Effectiveness and Satisfaction: Likert scale questions to gauge the respondents'

satisfaction with the company's digital marketing initiatives in terms of ROI, ease of
use, and perceived value.

5. Recommendations for Improvement: Open-ended questions were included to

gather suggestions for improving digital marketing efforts.

Secondary Data Collection

Various sources were used to collect secondary data, which included:

1. Academic Literature : Scholarly articles and papers on digital marketing strategies

and their effectiveness were reviewed to establish a theoretical foundation for the study.

2. Industry Reports : Reports from the digital marketing industry provided contextual
insights into trends and benchmarks, allowing for a comparative analysis of Woxen
Digital Pvt. Ltd.’s strategies.

3. Company Records: Publicly available company documents, such as press releases,

annual reports, and marketing case studies, were also examined to understand the
company's historical performance and strategic shifts in digital marketing.

4. Competitor Analysis: Data on competitors' marketing strategies was gathered to

provide a relative context for the performance of Woxen Digital's campaigns

These secondary sources provided essential background information,

supplementing the primary data with a broader industry perspective.

3. Data Analysis

Measurement and Evaluation

45
Using programs like SPSS and Excel, *descriptive statistical analysis* was performed
on the primary survey data. The procedure of analyzing the data includes the following
steps:

1. Statistical Description: To summarize the data, basic descriptive statistics were

computed, including means, medians, and standard deviations. These figures shed light
on broad patterns in consumer satisfaction and engagement with Woxen Digital's digital
marketing initiatives.

2. Cross-tabulation and Correlation: To examine the link between various factors

(such as customer involvement and satisfaction levels), cross-tabulation was employed.
In order to investigate any connections between digital marketing expenditures and
their effects on customer engagement and shipment success, correlation analysis was
also carried out.

3. Factor Analysis: In order to determine the critical elements influencing consumers'

opinions of the business's digital marketing initiatives, factor analysis was used. Using
this technique, the most important marketing tactics influencing the success of shipment
might be identified.

Qualitative Analysis

“Thematic analysis” was used to look for reoccurring themes and insights in the
survey's open-ended responses. The qualitative research yielded significant
recommendations for enhancing the company's digital marketing strategy based on
client perceptions.

Analysis of Secondary Data

To find trends, industry benchmarks, and best practices, content analysis techniques
were applied to the secondary data. Woxen Digital's and its competitors' marketing
tactics were compared in order to identify areas of strength and potential development.

Ethical considerations

46
Throughout the study, ethical considerations were crucial. All survey respondents gave
their informed agreement after being informed that their answers would be kept private
and used only for academic research. Furthermore, the data collection procedure
followed confidentiality and anonymity guidelines, guaranteeing that no private or
sensitive information was revealed.

5. Limitations of the Study

1. Sample Size: Despite the fact that 71 responses were gathered, it's possible that the
sample size is insufficient to allow the conclusions to be properly extrapolated to Woxen
Digital's whole clientele. A larger sample size could have enhanced the accuracy and
dependability of the results

2. Sampling Bias: Because the convenience sample might not fairly reflect the entire
consumer base, bias may have been introduced by its use. This limitation could affect
the wide applicability of the results.

3. Time Constraints: The analysis's depth was constrained by the research's brief
duration. A longer-term investigation with a bigger sample size might yield more
reliable conclusions about the long-term efficacy of digital marketing tactics.

47
Chapter-06

48
 DATA ANALYSIS AND INTERPRETATION

Data Interpretation: Age Distribution Analysis

The age distribution of a population based on 71 responses. The x-axis represents

the age groups,

Key Observations

 Peak Age Group: The most common age group is 22, with 11 respondents (15.5
% of the total).

 Age Range: The majority of respondents fall within the age range of 22 to 27,
with a significant concentration between 20 and 28.

49
Data Interpretation: Gender Distribution Analysis

The gender distribution of a population based on 71 responses. The chart is divided

into two segments representing the categories Male and Female

Key Observations

 Male Majority: The largest segment of the population is male, comprising 62

%of the respondents.

 Female Representation: females account for 38 % of the population.

50
Data Interpretation: Occupation Distribution Analysis

The occupational distribution of a population based on 104 responses. The chart is

divided into three segments representing the categories "Student," "Employee," "Self-
Employee and “other”

Key Observations

 Majority Student = The largest segment of the population is students,

comprising 43.7% of the respondents.

 Employee Representation = Employees account for 29.6% of the population.

 Self-Employee = Self-Employees account for 19.7% of the population.

 Other = A smaller percentage 7 % of respondents are involved in other

51
Referrals from friends: 46.5% Shows that friends telling others is the biggest way
people hear about Woxen.

Social media: 28.2% A good amount of people find out about the company through
platforms like Facebook and Instagram.

Online ads: 18.3% Some people see Woxen through online advertisements.

Other sources: 7% This includes things like print ads or direct messages, which
aren’t as common.

Overall Friends and social media are the best ways Woxen gets noticed, highlighting
the power of personal recommendations and online presence

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 Excellent (26.8%): A little more than a quarter of the respondents found the
content to be outstanding, which is a solid indicator of high-quality work but
shows room for improvement.

 Very Good (42.3%): A large portion of respondents (nearly half) rated the
content as "Very Good." This suggests that while they found it effective and
above average, it might not be consistently exceptional.

 Good (19.7%): Almost 20% found the content satisfactory but not remarkable,
which could point to areas where the content lacks innovation or polish.

 Fair (8.5%): A small but notable percentage found the content only "Fair,"
meaning some users may feel the content does not fully meet their expectations.

 Poor (2.8%): A very small minority rated it "Poor," indicating there are some
occasional significant issues or dissatisfaction.

 Total Positive (Excellent + Very Good + Good): 88.8% of users find the
content acceptable or better.

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Videos (35.2%): Most people like videos the best because they are fun to watch, easy
to understand, and share information quickly.

Social Media (31%): Social media posts are also popular since they are short, quick
to read, and people can share and comment on them easily. They help people stay
updated and connect with brands or businesses.

Blog Posts (22.5%): Some people still prefer reading blogs, as they provide more
detailed information and are helpful for those who like to read and learn in depth.

Other (11.3%): A smaller group likes different content types, such as podcasts,
infographics, or webinars. These are good for specific preferences like listening or
viewing quick facts.

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the responses regarding whether Woxen Digital Pvt Ltd understands business
needs and goals:

Yes (36.6%): About one-third of people feel that Woxen Digital Pvt Ltd understands
their business needs and goals.

No (36.6%): The same number of people think Woxen doesn’t understand their
business needs.

Maybe (26.8%): A quarter of people aren’t sure if Woxen understands their needs or
not.

55
How respondents feel about Woxen Digital Pvt Ltd's social media presence:

 Very Engaging (21.1%): A little over one-fifth of people find Woxen’s social
media presence very engaging, meaning they really enjoy interacting with it.

 Engaging (35.2%): The largest group, over one-third, thinks Woxen’s social
media is engaging, showing they like it, but it might not always grab their full
attention.

 Somewhat Engaging (31%): About one-third of respondents find it somewhat

engaging, meaning it has some interesting content, but not consistently enough
to fully capture their interest.

 Other (12.7%): A small group of people chose "Other," indicating they may
have different opinions, perhaps finding it less engaging or not relevant.

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The responses regarding interactions with Woxen Digital Pvt Ltd on social media:

 Yes (35.2%): About one-third of people have interacted with Woxen on social
media, meaning they’ve liked, commented, or shared content.

 No (39.4%): A slightly larger group hasn’t interacted with Woxen’s social

media at all.

 Maybe (25.4%): A quarter of respondents are unsure if they’ve interacted with

Woxen’s social media, possibly indicating they’ve seen content but don’t
remember engaging directly.

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Overall satisfaction with the services provided by Woxen Digital Pvt Ltd based on the
71 responses:

 Very Satisfied (18.3%): A small percentage of respondents feel very satisfied

with the services, indicating they are extremely happy with what Woxen
provides.

 Satisfied (32.4%): About one-third of the respondents are satisfied, suggesting

they appreciate the services but believe there is room for improvement.

 Neutral (29.6%): Nearly 30% of people are neutral, meaning they neither feel
satisfied nor dissatisfied. This group might be waiting for more experience with
the services to form a strong opinion.

 Dissatisfied (19.7%): A significant portion of respondents is dissatisfied with

the services, indicating that there are noticeable issues that need addressing.

58
Whether respondents would recommend Woxen Digital Pvt Ltd to others based on 70
responses:

 Yes (42.9%): Almost 43% of respondents would recommend Woxen, indicating

a strong level of satisfaction and trust in the company’s services.

 No (31.4%): About one-third of people would not recommend Woxen, which

suggests that there are significant concerns or issues that make them hesitant to
share their positive experiences.

 Maybe (25.7%): A quarter of respondents are unsure whether they would

recommend Woxen. This uncertainty could indicate they feel neutral about the
services or need more experience before making a recommendation.

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Chapter-07

60
 Results and Learning Outcomes

Learning Outcomes from My SIP on Digital Marketing Strategies

Digital marketing has become a fundamental aspect of contemporary business,

transforming the way companies engage with their target market and boost revenue.
While interning at Woxen Digital as a sales and marketing intern, I concentrated on
various digital marketing strategies.This hands-on experience allowed me to gain
practical knowledge across key areas such as lead generation, customer engagement,
content creation, and converting leads into sales. In this report, I will summarize the
essential insights I gained from my SIP experience and how these strategies have
prepared me for a future in digital marketing.

1.Understanding Lead Generation Approaches

My internship at Woxen Digital was mostly focused on lead generation, which is a

crucial component of any plan for digital marketing.The purpose of lead generation is
to identify and attract potential customers for the company's goods and services. I
discovered how important it is to grab potential clients' attention using strategies like
email marketing, social media outreach, and digital advertising.

This experience provided me with a strong grasp of different methods for generating
leads. I focused on creating specific email campaigns and monitored their success to
identify the most engaging strategies. This practical method aided in my understanding
of the significance of selecting the correct platforms and communication.

Moreover, I recognized the value of segmenting leads based on factors like

demographics, behaviors, and interests. By tailoring lead generation efforts to specific
customer profiles, the entire marketing process became more streamlined and
impactful. Understanding the needs of potential customers and targeting them with
precision ensures a more effective marketing outcome.

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2.Developing Skills in Customer Engagement and Interaction

One important lesson learned from my SIP was acquiring effective customer
engagement and interaction abilities. After capturing leads, it is important to engage
meaningfully in order to successfully convert them into paying customers. My
responsibility was to engage personally with potential clients, respond to their issues,
and create connections with them. This gave me the opportunity to see for myself the
significance of personalized communication in the digital marketing field.I acquired
the skill of engaging with customers by emphasizing empathy and actively listening.
I adjusted my communication approach to match the preferences and requirements of
each customer, whether through emails, phone calls, or virtual meetings. Establishing
trust by providing customized and considerate interaction was crucial in guiding
customers along the sales process.This encounter also emphasized the importance of
keeping customers in digital marketing. Satisfied customers frequently become loyal
purchasers and can also act as brand advocates, enhancing the brand's exposure
through word-of-mouth promotion. I found out that it's important to maintain
engagement after the purchase, as post-sale relationships are essential for sustained
business growth.

3. Sales Conversion and Deal Closing

Participating in the sales conversion process during my internship was fully fulfilling.
After obtaining potential customers and interacting with them, the ultimate objective
was to convert these engagements into purchases. Throughout my internship, I
effectively finalized agreements on three course plans, directly impacting the
company's earnings.
This experience taught me important skills in negotiating, dealing with objections, and
closing deals. In the realm of digital marketing, it is vital to not only create interest but
to also guide leads throughout their decision-making journey and ensure their needs are
addressed consistently. Through thorough assessment of individual customer needs and
presenting customized options, I could recommend the appropriate educational path for
each individual.
I came to the understanding that it takes time and determination to turn potential

62
customers into actual sales. Continuous follow-ups are important since not all leads will
convert immediately. This encounter also showed me the importance of finding a
middle ground between taking initiative and not bombarding the potential client.
Emphasizing the main advantages and distinguishing features of the product played a
crucial role in overcoming any objections and closing the deal.

4. Personalized Marketing and Targeting

During my internship, I often utilized focused marketing tactics. A key aspect of digital
marketing is comprehending the customer's requirements and creating customized
deals. I gained the skill of crafting customized content and pitches tailored to unique
customer profiles, leveraging personalization to boost the effectiveness of our
marketing campaigns.
A case in point is when I categorized customers according to their backgrounds,
objectives, and preferences while selling course plans. This customized method raised
my probability of finalizing deals and nurtured a feeling of confidence in the
clients.Tailored marketing improves customer satisfaction by communicating the
appropriate message to the correct target group, leading to increased participation and
conversion rates. Utilizing data analytics tools was essential in creating personalized
customer experiences by analyzing user behavior and preferences.

5. Building a Brand’s Digital Presence

A key lesson from my SIP was understanding the role of digital marketing in
establishing a brand's online visibility. I realized that all forms of communication, such
as emails, blog posts, and sales pitches, play a role in shaping a brand's identity. It is
important to maintain uniformity in messaging, tone, and values when establishing
brand credibility and trust in the online realm.
Ensuring consistency in the brand's image on various digital platforms such as social
media, email marketing, and websites is crucial for creating a memorable and engaging
experience for the target audience. This lesson showed me how crucial it is to carefully
select content and focus on user experience to enhance the brand's online visibility.

6. Content Creation and Visual Marketing

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During the internship, my responsibility was to create blog posts and posters for Woxen
Digital.This activity provided me with hands-on experience in understanding the
significance of content creation and visual marketing in a digital marketing plan.
Producing various types of content such as articles, infographics, or social media posts
is crucial for attracting audiences and building credibility in a specific field.

Writing about subjects such as "The Influence of Social Media on Mental Wellbeing"
and "Conscious Travel" helped me develop skills in content marketing, which is a
crucial aspect of digital marketing. This assignment enabled me to grasp the idea of
matching content to audience preferences while advertising the company's
offerings.Apart from written material, I also focused on visual marketing by creating
posters. I understood the importance of visual content in attracting attention and
effectively communicating important messages. Designs that are visually appealing can
help boost brand recognition and attract customer interaction.

7. Applying Marketing Analytics

Although not stated directly, my activities in lead generation, customer engagement,

and sales conversion required me to analyze the outcomes of these initiatives.
Monitoring important metrics like lead conversion rates and response times allowed me
to grasp the significance of marketing analytics in enhancing marketing
strategies.Continuous monitoring and improvement are essential in digital marketing.
Through ongoing analysis of data and campaign results, marketers can determine
successful techniques and areas for improvement, ultimately enhancing the overall
impact of their strategies. This procedure guarantees efficient utilization of resources
to attain optimal outcomes.

64
Chapter-08

65
 OJT ( ON JOB TRAINING )

On-the-Job Training (OJT) is a hands-on way to learn new skills and gain experience
while working. On-the-job training (OJT) is a type of training that is provided during
internship as well as while people are working. It is used to teach interns or employees
the skills they need to perform their job tasks. During OJT, skills and knowledge are
learned through direct experience rather than in a classroom setting. They are guided
by more experienced mentors or colleagues or supervisors who show them how to
complete specific tasks and solve problems related to their roles. OJT allows for
immediate application of skills and often leads to a quicker integration into the
workplace. I worked in Woxen Digital as an Intern and in this report, the assigned OJT
tasks are:

Sales & Marketing for Different Course Plans

These three stages are fundamental to the sales process and often work together to
ensure a smooth journey from prospecting to closing the sale. Brief explanation of these
components of a sales process are as follows:

Lead Generation: This is the process of identifying and attracting potential customers
who may be interested in the product or service. Lead generation strategies can include
digital marketing campaigns, cold calling, email marketing, social media outreach, and
more. The goal is to gather information about potential customers and initiate their
journey in the sales process.

Customer Interaction: Once leads are generated, the next step is engaging with them
through direct communication. Customer interaction involves understanding their
needs, addressing concerns, providing information, and developing a relationship. This
phase is fundamental for establishing trust and aligning the solution with their
expectations. It could involve meetings, calls, product displays, and personalized
follow-ups.

Sale Conversion: The final stage involves converting the interaction into an actual sale.
Sale conversion happens when the potential customer agrees to purchase the product or

66
 service. This step often requires negotiation, handling objections, and highlighting key
advantages to close the deal.As a sales and marketing intern, I successfully sold three
different course plans to customers, which directly contributed to the company’s
revenue. My role involved carefully assessing the needs of each customer and
recommending the most appropriate course to help them achieve their goals. I also
focused on building strong relationships with potential customers through providing
clear information about the benefits of each plan. With the help of targeted
communication, building strong relationships with potential customers, and
maintaining consistent follow-ups, I was able to close deals effectively and drive sales
which directly generated the company’s revenue. This hands-on experience not only
contributed to the company’s growth but also enhanced my skills in sales, customer
engagement, and strategic marketing.

Weekly Progress Report Week 1 From: 13 June 2024 To: 16 June 2024

Date Day Task Allocation and Accomplishment in Industry (OJT)

13 June Thursday Orientation awaiting completion.
14 June Friday Induction Process yet to be completed.
15 June Saturday Induction process still pending.
16 June Sunday Induction process still pending.

Project Title Approved by Industry Mentor & Faculty Mentor

Pending (No Allocation)

Weekly Progress Report Week 2 From: 17 June 2024 To: 23 June 2024

Date Day Task Allocation and Accomplishment in Industry (OJT)

17June Monday Induction process still pending.

18 June Tuesday Induction process still pending.

19 June Wednesday Our internship commenced with an online orientation session led by
our mentor Mr. Ankit Kumar who provided us with an overview
of the company.
20 June Thursday I successfully sold courses valued at ₹2499 and connected with more
customers who might turn into leads.
21 June Friday I successfully sold courses valued at ₹4999 and connected with more
customers who might turn into leads.
22 June Saturday Despite various customer interactions, we couldn’t secure any sales
as some customers need some more time to proceed further.

67
23 June Sunday Despite various customer interactions, we couldn’t secure any sales
as some customers need some more time to proceed further.

Project Report Progress during the Week

The title of the project has been approved by faculty mentor as well as industry mentor.

Project 01 has been assigned by industry mentor and it is about to complete.

Learning Outcomes for the Week

Understanding the Company Operations

Product Knowledge and Sales Techniques
Customer Engagement and Interaction
Achieving Sales Success
Handling Rejections
Feedback and Improvement

Weekly Progress Report Week 3 From: 24 June 2024 To: 30 June 2024

Date Day Task Allocation and Accomplishment in Industry (OJT)

24 June Monday The Company was tasked with creating content for 02 blogs,
choosing any two topics as well as to design 05 posters based on
Project 01.
25 June Tuesday I successfully completed the content writing for blog 01 Titled
“Impact of social media on mental health”

26 June Wednesday I successfully completed the content writing for blog 02 titled
“Mindfull Travel”
27 June Thursday I successfully designed 02 posters based on project 01.
28 June Friday I successfully designed 02 more posters based on project 01.
29 June Saturday I successfully designed remaining 01 poster based on project 01 as
well as content reading and R&D on Google Algorithm as directed
by Industry Mentor.
30 June Sunday Content reading and R&D on Google Algorithm as directed by
Industry Mentor. Submitted all 02 blogs as well as 05 designed
posters.

68
\

Project Report Progress during the Week

\

Project 02 assigned by Industry Mentor has been submitted successfully.

Objectives of SIP have been submitted to Faculty Mentor. Awaiting response.

Chapter 01 and 02 have been completed.

Working on Chapter 03.

Weekly Progress Report Week 4 From: 01 July 2024 To: 07 July 2024

Date Day Task Allocation and Accomplishment in Industry (OJT)

01 July Monday Content reading and R&D on Google Algorithm as directed by
Industry Mentor.
02 July Tuesday The Company was tasked with performing SWOT Analysis of 05
different companies of our choice.
03 July Wednesday I successfully completed SWOT Analysis of 01 company (Apple).
I also connected with more customers for selling the digital
marketing course who might turn into leads.
04 July Thursday I successfully completed SWOT Analysis of 01 company
(Microsoft Corporation). I also connected with more customers for
selling the digital marketing course who might turn into leads.
05 July Friday I successfully completed SWOT Analysis of 01 company (Hewlett
Packard Enterprise). I also connected with more customers for
selling the digital marketing course who might turn into leads.
06 July Saturday I successfully completed SWOT Analysis of 02 companies (Netflix
and Myntra). I also connected with more customers for selling the
digital marketing course who might turn into leads.
07 July Sunday Submitted SWOT Analysis of 05 different companies and
connected with more customers for selling the digital marketing
course who might turn into leads.

Project Report Progress during the Week

Project 03 assigned by Industry Mentor has been submitted successfully.

SIP Chapter 01, 02, 03, and 04 have been completed.

Working on SIP Chapter 05.

69
 Learning Outcomes for the Week

Identification of Strengths & Recognition of Weaknesses

Opportunities Exploration & Threats Assessment
Strategic Decision-Making
Translate SWOT findings into actionable strategies and plans
Customer Engagement and Interaction
Handling Rejections & Feedback and Improvement

Weekly Progress Report Week 5 From: 08 July 2024 To: 14 July 2024

Date Day Task Allocation and Accomplishment in Industry (OJT)

08 July Monday Content reading deeply and R&D on Google Algorithm as directed
by Industry Mentor.
09 July Tuesday The Company was already tasked with performing SWOT Analysis
of 05 different companies of our choice and industry mentor Mr.
Ankit has suggested to make some changes into the SWOT
Analysis.
10 July Wednesday I successfully completed SWOT Analysis of 01 company (Apple).
I also connected with more customers for selling the digital
marketing course who might turn into leads.
11 July Thursday I successfully completed SWOT Analysis of 01 company
(Microsoft Corporation). I also connected with more customers for
selling the digital marketing course who might turn into leads.
Friday I successfully completed SWOT Analysis of 01 company (Hewlett
12 July Packard Enterprise). I also connected with more customers for
selling the digital marketing course who might turn into leads.
Saturday I successfully completed SWOT Analysis of 02 companies (Netflix
13 July and Myntra). I also connected with more customers for selling the
digital marketing course who might turn into leads.
Sunday Submitted SWOT Analysis of 05 different companies and
14 July connected with more customers for selling the digital marketing
course who might turn into leads.

Project Report Progress during the Week

Project 03 assigned by Industry Mentor has been resubmitted successfully.

SIP Chapter 01 to SIP chapter 06 have been completed. Faculty mentor has suggested to
make some changes in SIP Chapter 02 and SIP Chapter 04.

Working on SIP Chapter 07.

70
Learning Outcomes for the Week

Identification of Strengths & Recognition of Weaknesses

Opportunities Exploration & Threats Assessment
Strategic Decision-Making
Translate SWOT findings into actionable strategies and plansCustomer
Engagement and Interaction
Handling Rejections & Feedback and Improvement

Weekly Progress Report Week 6 From: 15 July 2024 To: 21 July 2024

Date Day Task Allocation and Accomplishment in Industry (OJT)

Monday I reached out to additional customers about the digital marketing
course, who could potentially become leads. Content reading,
15 July watching videos and working on transformation of digitalmarketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
Tuesday I successfully sold courses valued at ₹4999 and connected with more
customers who might turn into leads.
16 July

Wednesday I reached out to additional customers about the digital marketing

course, who could potentially become leads. Content reading,
17 July watching videos and working on transformation of digitalmarketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
Thursday I reached out to additional customers about the digital marketing
course, who could potentially become leads. Content reading,
watching videos and working on transformation of digitalmarketing
18 July from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
Friday I reached out to additional customers about the digital marketing
course, who could potentially become leads. Content reading,
watching videos and working on transformation of digitalmarketing
19 July from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.

71
 Saturday I reached out to additional customers about the digital marketing
course, who could potentially become leads. Content reading,
watching videos and working on transformation of digitalmarketing
20 July from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
Sunday I reached out to additional customers about the digital marketing
course, who could potentially become leads. Content reading,
21 July watching videos and working on transformation of digital
marketing from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.

Project Report Progress during the Week

SIP Chapter 01 to SIP chapter 06 have been completed and shared after made some changes
according to the Faculty mentor suggestion.

SIP chapter 07 has been completed.

Working on SIP chapter 08 and SIP Chapter 09.

Learning Outcomes for the Week

Engaged with new potential leads for the digital marketing course.
Acquired knowledge through content reading and watching videos.
Understood the transformation from traditional marketing to digital marketing.
Learned about different types of digital marketing, its effectiveness, and efficiency.
Recognized the importance and role of data analytics in digital marketing.

Weekly Progress Report Week 7 From: 22 July 2024 To: 28 July 2024

Date Day Task Allocation and Accomplishment in Industry (OJT)

Monday I reached out to additional customers about the digital marketing
22 July course, who could potentially become leads. Content reading,
watching videos and working on transformation of digital marketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
Tuesday I reached out to additional customers about the digital marketing
course, who could potentially become leads. Content reading,
23 July watching videos and working on transformation of digital marketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.

72
 Wednesday I reached out to additional customers about the digital marketing
course, who could potentially become leads. Content reading,
24 July watching videos and working on transformation of digital marketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
Thursday I reached out to additional customers about the digital marketing
course, who could potentially become leads. Content reading,
25 July watching videos and working on transformation of digital marketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
Friday I reached out to additional customers about the digital marketing
course, who could potentially become leads. Content reading,
26 July watching videos and working on transformation of digital marketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
Saturday I reached out to additional customers about the digital marketing
course, who could potentially become leads. Content reading,
27 July watching videos and working on transformation of digital marketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
Sunday I reached out to additional customers about the digital marketing
course, who could potentially become leads. Content reading,
watching videos and working on transformation of digital marketing
28 July from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.

Project Report Progress during the Week

SIP chapter 07 has been completed.

Working on SIP chapter 08 and SIP Chapter 09.

Learning Outcomes for the Week

Engaged with new potential leads for the digital marketing course.
Acquired knowledge through content reading and watching videos.
Understood the transformation from traditional marketing to digital marketing.
Learned about different types of digital marketing, its effectiveness, and efficiency.
Recognized the importance and role of data analytics in digital marketing.

73
Weekly Progress Report Week 8 From: 29 July 2024 To: 04 Aug 2024

Date Day Task Allocation and Accomplishment in Industry (OJT)

Monday I was tasked from the company with gaining 100 follows, likes, and
subscriptions on each of the company’s social media platforms,
including Facebook, Twitter, LinkedIn, Instagram, YouTube, and
29 July Pinterest. I successfully contributed to boost company’s online
presence with the help of relevant online communities and social
groups where the potential followers.
Tuesday I was tasked from the company with gaining 100 follows, likes, and
subscriptions on each of the company’s social media platforms,
30 July including Facebook, Twitter, LinkedIn, Instagram, YouTube, and
Pinterest. I successfully contributed to boost company’s online
presence with the help of relevant online communities and social
groups where the potential followers.
Wednesday I was tasked from the company with gaining 100 follows, likes, and
subscriptions on each of the company’s social media platforms,
31 July including Facebook, Twitter, LinkedIn, Instagram, YouTube, and
Pinterest. I successfully contributed to boost company’s online
presence with the help of relevant online communities and social
groups where the potential followers.
Thursday I was tasked from the company with gaining 100 follows, likes, and
subscriptions on each of the company’s social media platforms,
01 including Facebook, Twitter, LinkedIn, Instagram, YouTube, and
August Pinterest. I successfully contributed to boost company’s online
presence with the help of relevant online communities and social
groups where the potential followers.
Friday I was tasked from the company with gaining 100 follows, likes, and
subscriptions on each of the company’s social media platforms,
02 including Facebook, Twitter, LinkedIn, Instagram, YouTube, and
August Pinterest. I successfully contributed to boost company’s online
presence with the help of relevant online communities and social
groups where the potential followers.
Saturday I was tasked from the company with gaining 100 follows, likes, and
subscriptions on each of the company’s social media platforms,
03 including Facebook, Twitter, LinkedIn, Instagram, YouTube, and
August Pinterest. I successfully contributed to boost company’s online
presence with the help of relevant online communities and social
groups where the potential followers.
Sunday I was tasked from the company with gaining 100 follows, likes, and
subscriptions on each of the company’s social media platforms,
04 including Facebook, Twitter, LinkedIn, Instagram, YouTube, and
August Pinterest. I successfully contributed to boost company’s online
presence with the help of relevant online communities and social
groups where the potential followers.

74
 Project Report Progress during the Week

SIP chapter 08 and SIP Chapter 09 have been completed.

As per faculty mentor request, SIP Chapter 01 to SIP Chapter 06 have been shared with her
and waiting for her response.

All chapters for SIP Report have been shared with faculty mentor for evaluation.

Learning Outcomes for the Week

Learned how to reach out to online communities and groups to attract more followers.
Improved skills in using Facebook, Twitter, LinkedIn, Instagram, YouTube, and Pinterest for
marketing.
Gained experience in tracking social media growth.
Learned how to target the right audience to increase the company’s visibility online.
Improved communication and networking.

Weekly Progress Report Week 09 From: 05 August 2024 To: 11 August 2024

Date Day Task Allocation and Accomplishment in Industry (OJT)

05 Monday I reached out to additional customers about the digital marketing
August course, who could potentially become leads. Content reading,
watching videos and working on transformation of digitalmarketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
06 Tuesday I reached out to additional customers about the digital marketing
August course, who could potentially become leads. Content reading,
watching videos and working on transformation of digitalmarketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
07 Wednesday I reached out to additional customers about the digital marketing
August course, who could potentially become leads. Content reading,
watching videos and working on transformation of digitalmarketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
08 Thursday I reached out to additional customers about the digital marketing
August course, who could potentially become leads. Content reading,
watching videos and working on transformation of digitalmarketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.

75
 09 Friday I reached out to additional customers about the digital marketing
August course, who could potentially become leads. Content reading,
watching videos and working on transformation of digitalmarketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
10 Saturday I reached out to additional customers about the digital marketing
August course, who could potentially become leads. Content reading,
watching videos and working on transformation of digitalmarketing
from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.
11 Sunday I reached out to additional customers about the digital marketing
August course, who could potentially become leads. Content reading,
watching videos and working on transformation of digital
marketing from traditional marketing and digital marketing’s types,
effectiveness, and efficiency as well as the importance and role of
data analytics in digital marketing.

SIP chapter 08 and SIP Chapter 09 have been completed.

As per faculty mentor request, SIP Chapter 01 to SIP Chapter 06 have been shared with her
and waiting for her response.

All chapters for SIP Report have been shared with faculty mentor for evaluation.
Learning Outcomes for the Week

Engaged with new potential leads for the digital marketing course.
Acquired knowledge through content reading and watching videos.
Understood the transformation from traditional marketing to digital marketing.
Learned about different types of digital marketing, its effectiveness, and efficiency.
Recognized the importance and role of data analytics in digital marketing.

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Write Two Blogs on Any Topic and Design 05 Posters for Woxen Digital

( BLOG-01 )

Impact of social media on mental health

Social media has become an integral part of our daily lives, offering a platform for
people to connect, share information, and express themselves. However, the impact of
social media on mental health is a topic of growing concern. While social media can
have positive effects, such as providing a sense of community and support, it can also
have negative consequences that can affect our mental well-being.

One of the ways in which social media can impact mental health is through comparison.
When we scroll through our feeds and see carefully curated posts of people's highlight
reels, it's easy to fall into the trap of comparing our lives to theirs. This constant
comparison can lead to feelings of inadequacy, jealousy, and low self-esteem. We may
start to believe that everyone else has a better life than us, which can contribute to
feelings of unhappiness and dissatisfaction with our own lives.

Moreover, social media can also be a breeding ground for cyberbullying. The
anonymity that social media provides can embolden individuals to engage in hurtful
behavior towards others. Cyberbullying can have serious consequences on mental
health, leading to feelings of anxiety, depression, and even suicidal thoughts. The
constant exposure to negative comments and messages can erode one's self-esteem and
sense of worth.

Another issue with social media is addiction. The endless scrolling and constant
notifications can create a compulsive need to check our feeds, leading to a cycle of
dependency on social media. This addiction can disrupt our daily routines, affect our
productivity, and even interfere with our relationships. Spending excessive amounts of
time on social media can also contribute to feelings of isolation and loneliness, as we
may prioritize virtual interactions over real-life connections.

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Additionally, social media can exacerbate the fear of missing out (FOMO). Seeing
others' posts about exciting events or experiences can trigger feelings of anxiety and
the fear of being left out. This fear can drive us to constantly check our feeds to stay
up-to-date with what others are doing, leading to a sense of restlessness and
discontentment.

Despite these negative impacts, social media can also be a positive space for support
and connection. It allows us to stay connected with friends and family, access valuable
information, and find communities of like-minded individuals. Social media can
provide a sense of belonging and validation, especially for those who may feel isolated
in their offline lives.
To maintain a healthy relationship with social media and protect our mental well-being,
it's important to set boundaries and practice mindfulness. Limiting the amount of time
we spend on social media, unfollowing accounts that make us feel inadequate, and
taking breaks from our screens can help mitigate the negative effects of social media.
It's also crucial to be aware of how social media makes us feel and to prioritize real-life
connections and activities that bring us joy and fulfillment.

In conclusion, social media has the power to both enhance and detract from our mental
health. By being mindful of how we engage with social media and taking proactive
steps to protect our well-being, we can harness the positive aspects of social media
while minimizing its negative impact on our mental health. Ultimately, it's up to us to
cultivate a healthy relationship with social media that supports our overall well-being.

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 ( BLOG-02 )

Mindful travel

Mindful travel is all about taking a break from our busy lives and enjoying the present
moment. It means putting away our phones and other gadgets to fully experience the
beauty of the world around us. By doing this, we can feel more connected to our
surroundings and appreciate the little things that often go unnoticed. When we practice
mindful travel, we choose to be present and engaged in our experiences. Instead of
constantly checking our phones or worrying about what's happening back home, we
focus on immersing ourselves in the sights, sounds, and smells of our destination. This
allows us to create lasting memoriesand forge deeper connections with the places we
visit.

One of the key aspects of mindful travel is gratitude. By being grateful for the
opportunities to explore new places and meet new people, we can cultivate a sense of
appreciation for the world around us. Whether it's admiring a stunning sunset, trying a
delicious local dish, or simply chatting with a friendly local, practicing gratitude
enhances our travel experience and brings us joy. Mindful travel also involves being
mindful of our impact on the environment and local communities. We strive to
minimize our carbon footprint, support sustainable tourism practices, and respect the
customs and traditions of the places we visit. By being responsible travelers, we can
help preserve the beauty of our planet and contribute positively to the communities we
encounter.Engaging in unplugged adventures during mindful travel allows us to
disconnect from the stresses of everyday life and reconnect with ourselves. Whether it's
taking a peaceful walk in nature, meditating by the ocean, or simply sitting quietly and
reflecting on our thoughts, these moments of introspection can bring us clarity and
peace of mind.

Moreover, mindful travel has been shown to have positive effects on mental health.
Spending time in nature and engaging in physical activities can reduce stress, anxiety,
and depression. By immersing ourselves in natural settings and embracing outdoor
adventures, we can experience a sense of calm and well-being that nourishes our minds

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and bodies.
In essence, mindful travel is about approaching our journeys with intentionality and
mindfulness. It's about savoring each moment, being grateful for the experiences we
have, and connecting with the world in a meaningful way. By embracing unplugged
adventures and prioritizing mindful experiences, we can not only find mental
restoration but also contribute to a more sustainable and compassionate way of
exploring the world.

So, the next time you travel, consider practicing mindfulness and embracing the beauty
of the present moment. By doing so, you can enhance your travel experiences, nourish
your soul, and make a positive impact on the world around you.

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POSTER FOR Woxen Digital

Poster-01

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Chapter-09

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 CONCLUSION AND RECOMMENDATIONS

The project "Sipping Success: A Deep Dive into Woxen Digital Pvt Ltd's Digital
Marketing Strategies" internship during the summer provided valuable insights into
digital marketing and strategic implementation. After conducting thorough analysis, the
following conclusions were reached:

Effectiveness of Digital Marketing Strategies Woxen Digital Pvt Ltd utilizes various
digital marketing tactics such as SEO, content marketing, social media involvement,
and PPC advertising. These methods have proven to be successful in improving online
presence and interacting with customers, as shown by the favorable comments and
strong engagement metrics.

Customer Engagement and Brand Building: The research emphasized how

important it is to create content and strategically manage social media to establish a
powerful online presence. Tailored content and specific social media strategies have
aided Woxen Digital in building a trustworthy brand image and boosting customer
retention.

Challenges and Suggestions: Despite a strong digital strategy, the research identified
areas for enhancement, including a deeper comprehension of client needs and more
consistent creation of engaging content. Suggestions involve enhancing personalization
strategies and utilizing new technologies such as AI to enhance understanding of
customers.

Learning outcome: Internship outcomes included hands-on experience in generating

leads, engaging with customers, and converting sales. Key skills acquired include
negotiation, strategic communication, and marketing analytics, essential for future
achievements in the field of digital marketing

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 REFERENCES

 https://woxendigital.com

 Chaffey, D. (2002) examines. Online advertising: Planning, execution, and

application. Education provided by Pearson.

 Chaston and Mangles (2003) conducted a study. An empirical study on how

the use of the internet affects marketing strategies in small manufacturing
firms. The research was published in Marketing Management Journal, volume
19, issue 1-2, pages 45-61.

 Einberg, R. (2002) authored a piece. The influence of digital platforms on the

management of brands. The International Journal of Marketing, volume 21
issue 3, pages 78-92.

 Gibson's publication in 2018. Evaluating digital marketing plans: Obstacles

and possibilities. Business Research Journal, Volume 45, Issue 6, Pages 112-
121.

 Kaushik, R. (2016) presented. Trends and impacts of digital marketing in India.

The Journal of Management Science in India, volume 14, issue 4, pages 23-29.

 Kannan and Hongshuang (2016) conducted a study. Digital marketing

framework. Marketing Journal number 80, issue 6, pages 55-71.

 Mersey, R. D., Malthouse, E. C., & Calder, B. J. (2010) authored by Mersey,

R. D., Malthouse, E. C., & Calder, B. J. (2010). Interacting with digital
platforms. Media Business Studies Journal, Volume 7, Issue 2, Pages 41-60.

 Mort, G. S., & Drennan, J. (2002). - The authors of the study conducted in 2002
were Mort, G.S., and Drennan, J. Strategies in digital marketing to increase
effectiveness. Interactive Marketing Journal, volume 16, issue 4, pages 45-60.

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  Palmer and Lewis (2000) conducted a study. The impact of social media on
traditional marketing tactics. Marketing Journal, volume 16, issue 2, pages
125-140.

 Shirisha, M. (2018). The importance of digital marketing in contemporary

business approaches. Contemporary Business Journal featuring articles from
volume 7, issue 3, with page numbers 89-96.

 Teo, T. S. H. (2005). The influence of digital marketing on the success of

businesses in Singapore. Digital Marketing Journal volume 24, issue 3, pages
65-72.

 Yazdanifard and Yusoff (2013) conducted a study. Successful online shopping

is achieved through effective digital marketing tactics. The International
Journal of Business and Management published volume 8, issue 2, with pages
64 to 71.

 Zhang, X., Zheng, W., and Wang, Y. (2013). The impact of online reviews on
boosting sales. Consumer Research Journal, Volume 40, Issue 1, Pages 1-16.
Books and Chapters:

Digital Marketing: Strategy, Implementation, and Practice

 Author: Dave Chaffey and Fiona Ellis-Chadwick

 Chapter to Refer: Chapter 4: "Digital Marketing Strategy"

Marketing 4.0: Moving from Traditional to Digital

 Author: Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan

 Chapter to Refer: Chapter 2: "Marketing 4.0 in the Digital Economy"

Digital Marketing Strategy: An Integrated Approach to Online Marketing

 Author: Simon Kingsnorth

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  Chapter to Refer: Chapter 6: "Social Media Strategy" and Chapter 10: "Digital
Strategy and Planning"

Contemporary Strategy Analysis

 Author: Robert M. Grant

 Chapter to Refer: Chapter 13: "Strategies for Digital Markets"

Digital Marketing Essentials

 Author: Jeff Larson and Stuart Draper

 Chapter to Refer: Chapter 3: "Digital Strategy Framework" and Chapter 8:
"Search Engine Optimization"

Annexure

Question1= How did you first hear about Woxen Digital Pvt Ltd?

 Social media
 Referral from a friend
 Online advertisement
 Other

Question 2 = How would you rate the quality of content provided by

Woxen Digital Pvt Ltd ?

 Excellent
 Very good
 Good
 Fair

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  Poor

Question 3 = what type of content do you find most valuable ?

 Blog post
 Videos
 Social media
 other

Question 4 = Do you feel that Woxen Digital Pvt Ltd understand your
business needs and goals ?

 Yes
 No
 May be

Question 5 = How engaging do you find Woxen Digital Pvt Ltd social
media presence ?

 Very engaging
 Engaging
 Somewhat engaging

 Other

Question 6 = Have you interacted with Woxen Digital Pvt Ltd on social
media?

 Yes
 No

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  Maybe

Question 7= Overall how satisfied are you with the services provided by
Woxen Digital Pvt Ltd ?

 Very satisfied
 Satisfied
 Neutral
 Dissatisfied

 Very dissatisfied

Question8 = Would you recommend Woxen Digital Pvt Ltd to other ?

 Yes
 No

 Maybe

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91
 DECLARATION

I hereby declare that the project report titled “Sipping Success: A Deep Dive into Woxen
Digital Pvt Ltd's Digital Marke ng Strategies” submitted by me is my own work carried out
during the project in partial fulfilment of the requirement for PGDM from Asian Business
School, Noida.

The work contained in the report is original and has been done by me under the supervision
of my supervisor.

Apart from my learning mentioned in the report, I declare that my learning and attainment
level towards the Program Outcomes of PGDM Program are as per the below mentioned table.

Program Outcomes Attainment Level

(High/Medium/Low)

Apply knowledge of management theories and practices HIGH

PO1:
to solve business problems.
Foster Analytical and critical thinking abilities for data- HIGH
PO2:
based decision making.
MEDIUM
PO3: Ability to develop Value based Leadership ability.

Ability to understand, analyze and communicate global, MEDIUM

PO4:
economic, legal, and ethical aspects of business.
HIGH
Ability to lead themselves and others in the
PO5: achievement of organizational goals, contributing
effectively to a team environment.

Application of Management Concepts to develop HIGH

PO6: required skill set & develop effective communication
skills.

Student’s Name: Akash Yadav

Enrollment No: ABS/PGDM/23/006

Student Signature
 DECLARATION

I hereby declare that the project report titled “Sipping Success: A Deep Dive into Woxen
Digital Pvt Ltd's Digital Marke ng Strategies” submitted by me is my own work carried out
during the project in partial fulfilment of the requirement for PGDM from Asian Business
School, Noida.

The work contained in the report is original and has been done by me under the supervision
of my supervisor.

Apart from my learning mentioned in the report, I declare that my learning and attainment
level towards the Program Outcomes of PGDM Program are as per the below mentioned table.

Program Outcomes Attainment Level

(High/Medium/Low)
HIGH
PO1: Business Environment and Domain Knowledge .

Skill Development and Pragmatic Approach for HIGH

PO2:
Innovative Solutions
Critical Thinking, Business Analysis and Problem HIGH
PO3:
Solving
HIGH
PO4: Effective Communication

MEDIUM
Socially Responsive and Ethical Leadership and
PO5:
Entrepreneurial Ability

MEDIUM
PO6: Global Exposure and Cross-Cultural Functioning

Student’s Name: Akash Yadav

Enrollment No: ABS/PGDM/23/006

Student Signature