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SUMMER INTERNSHIP PROJECT REPORT
ON
“DIGITAL MARKETING IN TANGLED FRAMES COMPANY”
Submitted in partial fulfillment of the requirements for the
master’s degree in business administration
SUBMITTED TO:
INTERNAL GUIDE EXTERNAL GUIDE
Dr. Navneet Rawat Mr. Sparsh Gupta Professor Tangled Frames Graphic Era Deemed to be University. SUBMITTED BY: Govind Yadav Enrollment No: GE 22143307
Graphic Era (Deemed to be University)
Batch 2022-
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ACKNOWLEGEMENT
I express my deepest sense of gratefulness towards my faculty member, my internal guide, Dr. Navneet Rawat, and my organization supervisor Mr. Sparsh Gupta, for his patience, inspirational guidance, constant encouragement, constructive comments during the various stages of my work moral support and keen interest in my work. I am obliged to the faculty members for their encouraging and caring words, which contributed directly or indirectly in a significant way towards the completion of this project report. I also have been lucky to have some classmates who never hesitated to render their help at the time of some critical difficulties and spared their time whenever required. I express my thanks for their help in need. I am equally thankful to the departmental staff and institute staff for their support. I owe a debt of gratitude to my parents and my all my family members, for their consistent support, patience, and encouragement. Finally, I thank the almighty for giving me the courage and patience to come this far and complete the project report successfully.
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ABSTRACT
This report contains the details of the activities carried out during the internship conducted at Tangled Frames Pvt. Ltd, Greater Noida for forty-five days duration in digital marketing of the online Tangled frames. This abstract outlines a 45-day internship at Tangled Frames, focusing on the realm of Digital Marketing. Tangled Frames, a dynamic and innovative company in the digital media industry, provided an opportunity for an immersive learning experience in the field of Digital Marketing. The internship aimed to equip me with practical skills and insights into the strategic and tactical aspects of online marketing. The internship began with an orientation to Tangled Frames' operations, goals, and its position in the digital media landscape. I then delved into a comprehensive exploration of digital marketing strategies, encompassing search engine optimization (SEO), social media marketing, content creation, email marketing, and analytics. Hands-on experience was gained by actively participating in the development and execution of digital marketing campaigns. Throughout the internship, I collaborated with cross-functional teams, engaging in real-world scenarios to solve marketing challenges. A focus was placed on understanding the target audience, crafting compelling content, and optimizing online presence across various platforms. The internship also included training sessions on the latest tools and technologies relevant to digital marketing, enhancing the intern's proficiency in the field. Key highlights of the internship included:
- Strategic Campaign Development: I actively contributed to the planning and execution of digital marketing campaigns, gaining insights into targeting, messaging, and optimization strategies.
- Content Creation and Management: Practical experience was acquired in crafting engaging and impactful content for diverse digital channels, aligning with Tangled Frames' brand identity.
- Analytics and Performance Tracking: I learned to utilize analytics tools to assess campaign performance, interpret data, and make informed decisions for continuous improvement.
- Collaboration and Communication: Effective collaboration with cross-functional teams,
iii including designers, developers, and content creators, was a key aspect of the internship. I enhanced their communication skills by presenting findings and strategies to the team.
- Industry Exposure: I gained insights into the digital media industry, staying updated on emerging trends and best practices in the ever-evolving landscape of digital marketing. The 45-day internship at Tangled Frames provided a holistic understanding of digital marketing, combining theoretical knowledge with practical application. The experience not only strengthened the intern's skill set but also fostered a deeper appreciation for the role of digital marketing in achieving organizational goals within the dynamic digital media industry.
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LIST OF TABLES
Table 1: Time Duration............................................................................................................................. 7 Table 2: Time Schedule........................................................................................................................... 16
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ABBREVIATIONS
SEO - Search Engine Optimization SEM - Search Engine Marketing CMS - Content Management System SMM - Social Media Marketing SERPs - Search Engine ERD - Entity Relation Diagram UML - Unified Modeling Language DFD - Data Flow Diagram PHP - Hypertext Preprocessor HTML - Hypertext Markup Lanauge CSS - Cascading Style Sheet IT - Information Technology ICT - Information Communication Technology OTA - Online Travel Agency CTO - Chief Technology Officer PC - Personal Computer
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CHAPTER 1: INTRODUCTION
1.1 Introduction to Internship
Internship is one of the on-the-job training for the under-graduate students that helps to enhance the practical and real-world experience under the guidance of the supervisor or professional in certain field and help to identify the potential career opportunities. The internship report is prepared for the partial fulfillment of Master of Business Administration, an under- graduate degree awarded by graphic era deemed to be university. In the pulsating heart of the digital media industry, Tangled Frames emerges as a dynamic canvas where creativity intertwines with technological innovation. Nestled within its vibrant ecosystem, this 45-day internship journey in the realm of Digital Marketing unfolds, weaving a tapestry of knowledge, hands-on experience, and strategic insights. As the digital landscape continues to redefine the boundaries of communication and commerce, Tangled Frames stands as a beacon of ingenuity, pushing the envelope of what's possible in the realms of visual storytelling and digital experiences. This internship, a symbiotic collaboration between aspirants of digital marketing and industry pioneers, seeks to illuminate the multifaceted world of online engagement and brand amplification. The introductory phase of the internship served as a portal into the inner workings of Tangled Frames. A comprehensive orientation session unraveled the organization's ethos, its raison d'être, and its pivotal role within the digital media tapestry. Positioned at the intersection of art and technology, Tangled Frames has carved a niche for itself, embracing innovation as a core value while navigating the ever-evolving currents of digital expression. Our journey commenced with a deep dive into the strategic underpinnings of digital marketing. Exploring the intricacies of search engine optimization (SEO), dissecting the nuances of social media algorithms, and decoding the art of crafting compelling content, the internship offered a holistic panorama of digital marketing strategies. A hands-on approach allowed interns to not only grasp theoretical concepts but also to actively participate in the conception and execution of impactful digital campaigns. Central to the internship was the emphasis on collaboration. Engaging with cross-functional teams became a daily norm as ideas seamlessly traversed through the minds of marketers, designers, developers, and content creators. The intern's role evolved beyond a spectator to a collaborator, actively contributing insights, ideas, and solutions to real-world
2 marketing challenges. A pivotal facet of the internship experience was the exploration of analytics as a compass for strategic decision-making. Learning to navigate through the vast sea of data, interns gained proficiency in leveraging analytics tools to measure campaign effectiveness, understand audience behavior, and refine strategies for optimal performance. This analytical lens not only demystified the science behind digital marketing but also instilled a data- driven mindset essential for success in the digital era. As the internship progressed, exposure to the industry's ever-evolving dynamics became apparent. Training sessions on cutting-edge tools and technologies ensured that interns remained at the forefront of innovation, ready to adapt to the swift currents of change in the digital marketing landscape. This 45-day odyssey at Tangled Frames is not merely an exploration; it is an immersion into the ethos of digital marketing. It is a canvas where theoretical knowledge meets the vibrant strokes of practical application, forging a comprehensive understanding of the strategies and tactics that underpin successful digital campaigns. Join us as we unravel the layers of digital marketing intricacies, navigating through the digital labyrinth with Tangled Frames as our guide.
1.2 Background
An internship program is a special course that provides students with the opportunity to become familiar with the organizational setting. It is designed to develop the students personally and professionally. It allows the proper market and job exposure to the students and enables them to meet and build network with professionals. It enables the students to understand organizational
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- To get hold on roles and responsibilities at the job.
- To enhance the academic performance.
- To develop network and relationship with organizational professionals.
1.4 Brief introduction to the industry
The digital media industry, a sprawling ecosystem of innovation and connectivity, stands at the forefront of the contemporary technological revolution. As we navigate the intricacies of this multifaceted domain, it becomes apparent that its influence extends far beyond the realms of entertainment, encompassing communication, marketing, education, and the very fabric of our daily lives. Evolution of the Digital Landscape: The roots of the digital media industry trace back to the late 20th century, a period marked by the advent of personal computers and the nascent stages of the internet. The transformative impact of these technological developments became evident as traditional modes of media, such as print and broadcast, encountered a paradigm shift. Digital technologies not only facilitated the creation and distribution of content on a global scale but also democratized the process, allowing individuals and smaller entities to participate in the creation and dissemination of information. Pillars of the Digital Media Industry:
- Content Creation and Consumption: Central to the digital media industry is the creation and consumption of diverse content. From articles and videos to podcasts and interactive experiences, digital platforms serve as canvases for creative expression. Content creators, ranging from individuals with a smartphone to large production studios, contribute to the rich tapestry of digital media, catering to audiences with varying interests and preferences.
- Social Media and Networking: The rise of social media platforms has revolutionized how individuals connect, share, and engage
5 with content. These platforms have become the lifeblood of digital communication, shaping public discourse, influencing opinions, and providing a space for both personal and professional interactions. The dynamic nature of social media has also made it a powerful tool for marketing and brand building.
- Digital Marketing and Advertising: In tandem with the rise of digital content consumption, digital marketing has emerged as a cornerstone of business strategy. Targeted advertising, search engine optimization (SEO), and data analytics are integral components of digital marketing campaigns. As businesses compete for attention in the digital space, effective marketing strategies have become essential for establishing and maintaining a competitive edge.
- E-Commerce and Online Transactions: The digital era has transformed the way we shop and conduct financial transactions. E-commerce platforms offer a vast array of products and services, providing consumers with unprecedented convenience. The integration of secure online payment systems has not only facilitated transactions but has also given rise to new business models and economic opportunities.
- Streaming Services and Digital Entertainment: The entertainment landscape has undergone a seismic shift with the advent of digital streaming services. On-demand access to movies, TV shows, music, and gaming has redefined how audiences engage with entertainment. The emergence of platforms that deliver content directly to consumers has disrupted traditional distribution models, giving rise to a new era of personalized and immersive experiences. Technological Advancements Driving Innovation: The digital media industry owes much of its dynamism to rapid technological advancements. From the early days of static websites to the current era of virtual and augmented reality, technological innovations continuously shape the landscape. Artificial intelligence (AI) and machine learning algorithms personalize content recommendations, virtual reality (VR) enhances immersive experiences, and blockchain technology secures transactions and content ownership.
7 seamlessly to produce content that transcends conventional boundaries. Each project undertaken by Tangled Frames is a testament to the team's ability to weave captivating stories that resonate with audiences across diverse platforms. Innovation as a Core Value: At the heart of Tangled Frames beats the pulse of innovation. The company is not content with following trends but strives to set them. By embracing emerging technologies and staying ahead of the curve, Tangled Frames ensures that its creations not only meet but exceed the expectations of an audience accustomed to ever-higher standards in digital media. Digital Campaigns that Resonate: Tangled Frames is not merely a production house; it is an architect of digital campaigns that leave a lasting impact. Whether it's crafting immersive brand experiences, developing visually stunning advertisements, or producing captivating social media content, Tangled Frames excels in transforming concepts into compelling digital narratives that capture attention and inspire engagement. Collaborative Culture: Central to Tangled Frames' success is its commitment to collaboration. The company fosters an environment where diverse talents converge, from seasoned professionals to emerging creatives. This collaborative culture ensures that each project benefits from a fusion of perspectives, resulting in a rich tapestry of creativity and expertise. Technological Prowess: In a landscape where technology evolves at a rapid pace, Tangled Frames stands as a beacon of technological prowess. The company leverages cutting-edge tools and embraces innovative solutions, from augmented reality to virtual reality, to deliver experiences that resonate with modern audiences.
8 Impactful Presence in the Industry: Over the years, Tangled Frames has not only garnered acclaim for its creative endeavors but has also made a mark as an industry influencer. The company's work has been recognized for its innovation, receiving accolades that underscore its commitment to excellence in digital storytelling.
CHAPTER 2: LITERATURE REVIEW
2.1 Literature Review
A Systematic Literature Review is defined by Kitchenham as, “A systematic literature review (often referred to as a systematic review) is a means of identifying, evaluating and interpreting all available research relevant to a particular research question, or topic area, or phenomenon of interest”. The literature review work is influenced by Qualitative approach; keeping this in view study of literature was conducted. The study was also focused in finding the suitable process for optimizing hotel automation software. Literature review was carried out to gather theoretical data of different research in the area of our interest and to have insight of philosophical perspective, for better understanding in the study area. To gather literature of interest, different resources and databases was gathered available for free on internet and also direct interview was conducted to collect some primary data about the methodologies and best practices of responsiveness. The review was started with the extraction of related information about the need of current software and website in public and selection of proper tools and process which could accomplish the requirement of the customer. The software and the website is regarding the hotel management system and which must be responsive in accordance with the customer request. Some useful technologies were referenced from similar kinds of projects which were already developed. Those needs were referenced to reduce the paper work by collecting the feedbacks from customers and understanding the actual easiness the users search for. The requirement for the information and easy access is the primary requirement for any software and website. The website and software design was already prepared. The digital marketing plan and strategies
