A STUDY OF DIGITAL MARKETING ACTIVITIES AT

CENT’S & ACRE’S (P) LTD.

AN INTERNSHIP REPORT SUBMITTED TO

VELS INSTITUTE OF SCIENCE, TECHNOLOGY & ADVANCED STUDIES

(VISTAS)
(Estd. U/s 3 of the UGC Act, 1956)
In partial fulfilment of the requirements for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION - GENERAL
2021-2024

Submitted by

Santhosh Kumar. V (22101226)

Tharrunraj (22101229)
Sudhanshu Ranjan (22101228)
Janani (22101243)

Under the guidance of

Dr. D. Balamurugan
Assistant Professor
School of Management Studies
VISTAS
P.V VAITHIYALINGAM ROAD, OLD PALLAVARAM CHENNAI-600117
 SCHOOL OF MANAGEMENT STUDIES
DEPARTMENT OF BUSINESS ADMINISTRATION

BONAFIDE CERTIFICATE

This is to certify that internship report on organizational activity is a bonafide record of work carried
out by Rama Lakshmi V P (Reg. No. 22101222), Purshothaman (Reg. No. 22101221), Kavya
Lakshmi R (Reg. No. 22101223) and Venus R (Reg. No. 22101267) students of School of
Management Studies under VISTAS submitted in partial fulfilment of the requirements for the
degree of Bachelor of Business Administration - General for the fourth semester during 2021-24
under our guidance.

Dr. P. Murugan Dr. D. Balamurugan

HOD- B.B.A Assistant Professor

Dr. P. R. Ramakrishnan
DEAN

Internal Examiner External Examiner

 DECLARATION

I, Santhosh Kumar. V (22101226), Tharrunraj (22101229), Sudhanshu Ranjan (22101228),

Janani (22101243) students of BBA- General, SCHOOL OF MANAGEMENT STUDIES, VISTAS,
here by , declare that the INTERNSHIP work titled Intern, submitted to the VISTAS in partial
fulfilment of the requirement for the award of the degree of Bachelor of Business Administration -
General is a record of bonafide research carried out by me under the guidance of Dr. D. Balamurgan,
Assistant Professor, School of Management Studies, VISTAS and no part of it has been submitted
for any other degree or diploma.

Place: Chennai Santhosh Kumar. V

Date: Tharrunraj
Sudhanshu Ranjan
Janani
 ACKNOWLEDGEMENT

We are very much grateful to our Chancellor- Dr. Ishari K Ganesh, Our Pro-Chancellor (P &D) - Dr.
A Jothi Murugan, our Pro Chancellor (Academics)- Dr. Arthi K Ganesh and Dr. Preethaa Ganesh-
Vice President Vels Group for giving us an opportunity to study and for their encouragement
throughout all our efforts during the program.

We would like to express my gratitude to our Vice Chancellor- Dr. S. Sriman Narayanan, Our
Registrar- Dr. P. Saravanan and Dr. A. Udayakumar, Controller of Examinations for all their
endeavour in educating us in this esteemed organisation.

We wish to express my gratefulness to Dr. P. R. Ramakrishnan, Dean- School of Management

Studies, for his encouragement and guidance during the internship. I would like to thank Dr. P
Murugan, Professor & Head, Department of Business Administration, for nurturing a conductive
environment and for his professional insights and updates to complete my internship successfully.

We wish to express my humble thanks to Dr. K. Vinayagam, Associate Professor - School of

Management Studies, VISTAS, for his guidance during the internship and to all the faculty members,
who mentored and made us learn about managing ourselves and business organizations.

We are indebted to my company Guide, Mr. L. Suresh, Propitiator, CENT’S & ACRE’S (P) LTD. &
Ms. Christina, Centre Director, CENT’S & ACRE’S (P) LTD.- Chennai, for their training and support
throughout this course of Internship.

Santhosh Kumar. V (22101226)

Tharrunraj (22101229)

Sudhanshu Ranjan (22101228)

Janani (22101243)
Insert Internship Certificate
 CONTENTS

CHAPTER NO. TITLE PAGE NUMBER

I 1. INTRODUCTION
1.1 INDUSTRY PROFILE
1.2 COMPANY PROFILE
1.2. VISION, MISSION
1.4 PRODUCTS & SERVICES
1.5 ORGANIZATION CHART
II 2. EMPLOYEE DISTRIBUTION
2.2 OPERATIONS
2.3 CLIENT SUPPORT
III 3. OBSERVATIONS & LEARNINGS
3.1 SKILLS ACQUIRED DURING THE COURSE
OF INTERNSHIP

3.2 TOOLS USED IN DIGITAL MARKETING

IV 4.1. CONCLUSION
4.2. BIBLIOGRAPHY
SCOPE OF STUDY:

The scope of this internship report as a Digital Marketing Intern at CENT’S & ACRE’S (P) LTD.
encompasses a comprehensive exploration of various facets within the realm of digital marketing.
The report aims to provide a detailed understanding of CENT’S & ACRE’S (P) LTD.'s digital
marketing strategies, initiatives, and practices, while also delving into broader industry trends and
best practices.

Overview of CENT’S & ACRE’S (P) LTD.'s Digital Marketing Landscape:

The report will offer an insightful overview of CENT’S & ACRE’S (P) LTD.'s digital marketing
ecosystem, including its digital presence, online platforms, and digital marketing channels utilized
for reaching target audiences.

Digital Marketing Strategy and Planning:

A detailed analysis of CENT’S & ACRE’S (P) LTD.'s digital marketing strategy will be conducted,
focusing on key objectives, target audience segmentation, and strategic planning processes. This
section will delve into the formulation and execution of digital marketing campaigns, including
budget allocation, timeline, and performance metrics.

Content Marketing and SEO:

An examination of CENT’S & ACRE’S (P) LTD.'s content marketing strategy and search engine
optimization (SEO) efforts will be undertaken. This will include an evaluation of content creation
processes, content distribution channels, and SEO techniques employed to enhance online visibility
and organic search rankings.

Social Media Marketing:

The report will explore CENT’S & ACRE’S (P) LTD.'s social media marketing initiatives, analyzing
its presence across various social media platforms, engagement strategies, and performance metrics.
This section will also assess the effectiveness of social media campaigns in driving brand awareness,
engagement, and lead generation.

Email Marketing and Automation:

An assessment of CENT’S & ACRE’S (P) LTD.'s email marketing campaigns and automation
processes will be conducted, focusing on email list management, campaign segmentation,
personalized messaging, and email automation tools utilized to nurture leads and drive conversions.

Digital Advertising and PPC Campaigns:

The report will examine CENT’S & ACRE’S (P) LTD.'s digital advertising strategies, including pay-
per-click (PPC) campaigns, display advertising, and remarketing efforts. This section will analyze
the effectiveness of digital advertising in reaching target audiences, driving website traffic, and
generating leads or sales.

Data Analytics and Performance Measurement:

An evaluation of CENT’S & ACRE’S (P) LTD.'s digital marketing performance metrics and analytics
tools will be undertaken. This will include an analysis of key performance indicators (KPIs), data
tracking methodologies, and insights derived from analytics data to optimize digital marketing
campaigns and strategies.

Challenges and Opportunities:

Lastly, the report will identify and discuss the challenges faced by CENT’S & ACRE’S (P) LTD. in
its digital marketing endeavors, along with potential opportunities for improvement and innovation
in the digital marketing landscape.

By exploring these key areas, the internship report aims to provide a comprehensive analysis of
CENT’S & ACRE’S (P) LTD.'s digital marketing practices and offer actionable insights to enhance
its digital marketing effectiveness and achieve strategic objectives.
Objective of Internship as Digital Marketing Intern at CENT’S & ACRE’S (P)
LTD.

The primary objective of undertaking an internship as a Digital Marketing Intern at CENT’S &
ACRE’S (P) LTD. is to gain practical, hands-on experience in the field of digital marketing while
contributing to the organization's digital marketing initiatives. The internship aims to provide a
platform for learning and professional growth, enabling interns to develop essential skills, knowledge,
and competencies relevant to a career in digital marketing.

Gain Practical Experience: The internship seeks to provide interns with real-world exposure to
various aspects of digital marketing, including but not limited to content marketing, social media
marketing, email marketing, search engine optimization (SEO), digital advertising, and data analytics.
By actively participating in digital marketing campaigns and projects, interns will gain practical
experience in executing digital marketing strategies and tactics.

Apply Theoretical Knowledge: The internship offers interns the opportunity to apply theoretical
knowledge acquired through academic coursework to real-world scenarios and challenges. By
working on live projects and campaigns under the guidance of experienced digital marketing
professionals, interns can reinforce their understanding of digital marketing concepts and principles.

Develop Practical Skills: Interns will have the chance to develop a wide range of practical skills
essential for success in the field of digital marketing. This includes skills such as content creation and
curation, social media management, email campaign execution, SEO optimization, digital advertising
campaign management, and data analysis. Through hands-on experience, interns will enhance their
proficiency in using various digital marketing tools and platforms.

Contribute to Organizational Objectives: The internship aims to align interns' learning objectives
with CENT’S & ACRE’S (P) LTD.'s organizational objectives and digital marketing goals. Interns
will have the opportunity to contribute meaningfully to the execution of digital marketing strategies
aimed at enhancing brand awareness, driving website traffic, generating leads, and increasing
customer engagement and conversion rates.
Receive Mentorship and Guidance: Interns will receive mentorship and guidance from experienced
digital marketing professionals at CENT’S & ACRE’S (P) LTD.. Mentors will provide ongoing
support, feedback, and direction to help interns navigate their roles effectively, overcome challenges,
and maximize their learning and growth potential during the internship tenure.

Gain Industry Insights: The internship offers interns valuable insights into industry trends, best
practices, and emerging technologies in the field of digital marketing. By staying abreast of industry
developments and observing how CENT’S & ACRE’S (P) LTD. adapts to market dynamics and
consumer behaviors, interns can gain a deeper understanding of the digital marketing landscape.

Overall, the objective of the internship as a Digital Marketing Intern at CENT’S & ACRE’S (P) LTD.
is to provide a rich and immersive learning experience that equips interns with the knowledge, skills,
and confidence to pursue a successful career in digital marketing upon completion of the internship
program.
 1.1 INDUSTRY PROFILE

DIGITAL MARKETING

The digital marketing industry encompasses a wide range of activities aimed at promoting products,
services, or brands through digital channels. With the increasing prevalence of internet usage and the
rise of digital technologies, digital marketing has become a vital component of marketing strategies
for businesses across various sectors. Here's a brief overview of the digital marketing industry and its
profile:

Overview:

Digital marketing involves leveraging digital channels such as websites, social media, email, search
engines, and mobile apps to reach and engage target audiences.

It encompasses a diverse set of strategies and tactics, including search engine optimization (SEO),
content marketing, social media marketing, email marketing, pay-per-click (PPC) advertising, and
influencer marketing.

Digital marketing enables businesses to connect with consumers in real-time, personalize

interactions, track campaign performance, and measure return on investment (ROI) more effectively
than traditional marketing methods.

Key Trends:

Personalization: Tailoring marketing messages and content to meet the specific needs and
preferences of individual consumers.

Mobile Marketing: Optimizing marketing efforts for mobile devices, given the widespread use of
smartphones and tablets.

Video Content: The growing popularity of video content across social media platforms and websites,
offering engaging and immersive experiences for consumers.

Artificial Intelligence (AI) and Machine Learning: Utilizing AI-powered tools and algorithms to
automate marketing tasks, analyze data, and enhance targeting and personalization.

Voice Search Optimization: Optimizing digital content for voice search queries as more consumers
use voice-activated devices like smart speakers and virtual assistants.
Industry Profile:

Market Size and Growth: The digital marketing industry has experienced significant growth in recent
years, driven by increasing internet penetration, smartphone adoption, and the shift towards online
shopping and digital consumption.

Competitive Landscape: The industry is characterized by a diverse ecosystem of digital marketing

agencies, technology providers, consulting firms, and in-house marketing teams.

Emerging Players: Innovative startups and technology companies are disrupting the industry with
new tools, platforms, and solutions designed to address evolving marketing challenges.

Global Reach: Digital marketing transcends geographical boundaries, allowing businesses to reach
audiences worldwide and expand their market presence more efficiently.

Regulatory Environment: The industry operates within a regulatory framework that governs data
privacy, online advertising practices, and consumer protection laws, such as the General Data
Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the
United States.
In summary, the digital marketing industry is dynamic, fast-paced, and constantly evolving to keep
pace with technological advancements and changing consumer behaviors. Businesses that embrace
digital marketing strategies stand to gain a competitive edge in today's digital-first world.
 CAREERS IN DIGITAL MARKETING

The digital marketing industry offers a diverse range of career opportunities, each requiring unique
skills and expertise. Here are some of the key careers available in the digital marketing industry:

Digital Marketing Manager:

• Responsible for developing and implementing overall digital marketing strategies to achieve
business objectives.
• Oversees various digital channels, including SEO, SEM, social media, email marketing, and
content marketing.
• Analyzes data and metrics to measure campaign performance and optimize marketing
efforts.

Social Media Manager:

• Manages social media accounts and platforms to build brand awareness, engage audiences,
and drive website traffic.
• Creates and publishes content, develops social media campaigns, and monitors social media
metrics.
• Engages with followers, responds to comments and inquiries, and manages social media
advertising campaigns.

SEO Specialist/Manager:

• Optimizes websites and digital content to improve search engine rankings and visibility.

• Conducts keyword research, analyzes website performance, and implements on-page and off-
page SEO techniques.

• Monitors search engine algorithms and updates to ensure compliance and maximize organic
traffic.
Content Marketing Manager:

• Develops and executes content marketing strategies to attract and engage target audiences.

• Creates compelling and relevant content such as blog posts, articles, videos, infographics, and
eBooks.

• Distributes content across various channels and platforms to increase brand awareness and
drive lead generation.

PPC Specialist/Manager:

• Manages pay-per-click advertising campaigns across platforms like Google Ads, Bing Ads,
and social media advertising networks.

• Conducts keyword research, creates ad copy, sets bidding strategies, and optimizes campaigns
for maximum ROI.

• Monitors campaign performance, analyzes data, and adjusts strategies to achieve campaign
objectives.

Email Marketing Specialist:

• Plans, executes, and optimizes email marketing campaigns to nurture leads, retain customers,
and drive conversions.

• Develops email marketing strategies, creates email templates, and segments email lists for
targeted messaging.

• Tracks email performance metrics, conducts A/B testing, and implements strategies to
improve open rates, click-through rates, and conversion rates.
Analytics Manager:

• Analyzes digital marketing data and metrics to provide insights and recommendations for
improving campaign performance.

• Uses tools like Google Analytics, Adobe Analytics, and social media analytics platforms to
track KPIs and measure ROI.

• Creates and presents reports to stakeholders, identifying trends, opportunities, and areas for
optimization.

Digital Marketing Consultant:

• Provides strategic guidance and expertise to businesses seeking to improve their digital
marketing efforts.

• Conducts audits, develops tailored strategies, and advises on best practices across various
digital marketing channels.

• Collaborates with internal teams or external agencies to implement recommendations and

achieve marketing goals.

These are just a few examples of the many careers available in the digital marketing industry.
Depending on your interests, skills, and experience, there are numerous opportunities to pursue a
rewarding career in this dynamic and rapidly evolving field.
 1.2 COMPANY PROFILE: CENT'S & ACRE'S (P) LTD

Introduction:
Cent's & Acre's (P) Ltd is a prominent real estate company dedicated to delivering exceptional
property solutions tailored to meet the diverse needs of our clients. With a commitment to excellence
and integrity, we specialize in providing comprehensive real estate services encompassing sales,
leasing, property management, and development across residential, commercial, and industrial
sectors.

Vision:
Our vision is to redefine the real estate landscape by setting new standards of excellence, innovation,
and customer satisfaction. We aspire to be recognized as a trusted partner in facilitating successful
real estate transactions and fostering long-term relationships with our clients.

Mission:
At Cent's & Acre's (P) Ltd, our mission is to provide personalized and professional real estate services
that exceed our clients' expectations. We are dedicated to delivering value-added solutions, leveraging
market insights, and employing best practices to achieve optimal outcomes for our clients and
stakeholders.

Services:

Sales and Leasing: We offer comprehensive sales and leasing services for residential, commercial,
and industrial properties. Our experienced team of professionals assists clients in finding their dream
homes, lucrative investment opportunities, or suitable commercial spaces tailored to their specific
requirements.

Property Management: Our property management services ensure the efficient and effective
management of properties, including tenant relations, maintenance, rent collection, and financial
management. We strive to maximize the value of our clients' investments while maintaining the
highest standards of property upkeep and tenant satisfaction.

Development: Cent's & Acre's (P) Ltd specializes in real estate development projects, ranging from
residential communities to commercial complexes and mixed-use developments. We are committed
to creating sustainable, innovative, and aesthetically appealing properties that enhance the quality of
life for residents and contribute positively to the surrounding community.

Core Values:

Integrity: We conduct our business with honesty, transparency, and ethical integrity, adhering to the
highest standards of professionalism and accountability.

Customer Centricity: Our clients' needs and satisfaction are paramount, and we are dedicated to
providing personalized solutions and exceptional service to exceed their expectations.

Innovation: We embrace innovation and creativity in all aspects of our business, continuously seeking
new ideas and approaches to enhance the value we deliver to our clients and stakeholders.

Excellence: We strive for excellence in everything we do, setting rigorous standards for quality,
efficiency, and performance to achieve outstanding results.

Collaboration: We foster a culture of collaboration, teamwork, and mutual respect, recognizing that
collective efforts yield the greatest success for our company and clients.
 2. EMPLOYEE DISTRIBUTION AMONG DEPARTMENTS

CENT’S & ACRE’S (P) LTD. Functions as a full fledged office with various departments working
around the year. The various departments of Cent’s & Acre’s (P) Ltd its employee distribution are
as follows

Top Level Managers HR Dept Engineers Accounts

Project Managers Marketing Trainees / Interns
TOP LEVEL MANAGEMNET :

The total team at Cent’s & Acre’s P Ltd is head by the Managing Director Mr. Suresh. He is the
propetior and head of all the business activities carried out at Cent’s & Acre’s P Ltd.

MARKETING DEPARTMENT

The marketing department is headed by the Business Development Manager belonging to the
organisation. The marketing team is responsible for various activities that promote the organisations
visibility amongst the consumer market and attracts various clients to the organization, in order to
expand and develop futuristic business opportunities.

ACCOUNTS DEPARTEMNT

The accounts department is responsible for the accounting, PF, reimbursements, Salary pay slip,
Salary calculations and other financial related works of the organisation. The accounts Dept. is a very
crucial part of the organisation. Accounts department is also responsible for all the monetary
transactions carried out throughout the business activities.

HR DEPARTMENT

There are various activities taking place at the HR Dept. of a company around the year. The HR Dept.
is responsible to carry out the employee appraisal, performance evaluation, employee grievance
addressal, attendance management, leave management, recruitment, staffing, training, onboarding of
new employees, policy implementation and etc

ENGINEERS

This is the hugely populated department / section of the organisation. Software engineers from various
backgrounds and domains are hired, trained, onboarded and monitored by the HR Team. Engineers
are the ones who develop, alter, test and launch the software products of the organisation. This is the
section with costs the highest to the organisation.
TRAINEES / INTERNS

The organisation has a set of candidates working with them as trainees or interns in the departments
of HR, Marketing and Development. They are usually used for all the additional works carried out
within the organisation via which they also gain a good amount of knowledge and hands-on
experience in their respective fields.

2.1 OPERATIONS

Cent's & Acre's (P) Ltd is a leading real estate company dedicated to providing exceptional property
solutions tailored to meet the diverse needs of our clients. Our operations encompass a wide range of
activities aimed at delivering comprehensive real estate services and ensuring the seamless
management of properties. Here's an overview of the operations at Cent's & Acre's (P) Ltd:

Property Acquisition and Development: Our operations begin with the identification and acquisition
of prime real estate properties suitable for development. We conduct thorough market research and
feasibility studies to assess the potential of each property and determine its suitability for residential,
commercial, or industrial development.

Project Planning and Design: Once a property is acquired, our team of experts collaborates to develop
comprehensive project plans and designs that align with market demand and client preferences. From
architectural design to landscaping, every aspect of the project is meticulously planned to ensure
optimal functionality and aesthetic appeal.

Construction and Development: Cent's & Acre's (P) Ltd oversees the construction and development
of properties, working with trusted contractors and vendors to ensure high-quality workmanship and
adherence to project timelines. Our commitment to excellence drives us to deliver projects that exceed
industry standards and exceed client expectations.

Sales and Marketing: We employ strategic sales and marketing tactics to effectively promote and sell
properties to prospective buyers. Our marketing efforts encompass various channels, including digital
marketing, advertising, and sales events, aimed at reaching target audiences and generating leads.

Property Management: Cent's & Acre's (P) Ltd provides comprehensive property management
services to ensure the efficient operation and maintenance of properties post-construction. This
includes tenant management, facility maintenance, rent collection, and financial management, aimed
at maximizing the value of our clients' investments.

Customer Service and Support: Our commitment to customer satisfaction is paramount, and we strive
to provide exceptional service and support to our clients throughout their real estate journey. Our
dedicated team of professionals is available to address any inquiries, concerns, or issues promptly,
ensuring a positive experience for our clients.
 2.3 CLIENT SUPPORT

Customer Support in Real Estate Business

In the real estate industry, providing exceptional customer support is essential for fostering positive
relationships with clients and ensuring satisfaction throughout their property transactions. Here are
some key aspects of client support in the real estate business:

Prompt and Responsive Communication:

Responding promptly to client inquiries, whether through phone calls, emails, or messages,
demonstrates professionalism and attentiveness.

Keeping clients informed about the progress of their transactions, including updates on property
listings, viewing appointments, negotiations, and paperwork, helps build trust and confidence.

Knowledgeable Guidance and Advice:

Offering expert guidance and advice tailored to clients' specific needs and preferences is crucial for
helping them make informed decisions.

Providing insights into market trends, property values, neighborhood amenities, and legal procedures
empowers clients to navigate the real estate process with confidence.

Personalized Service and Attention:

Taking the time to understand clients' preferences, priorities, and concerns allows real estate
professionals to tailor their services to meet individual needs.

Offering personalized property recommendations, conducting customized property searches, and

addressing client preferences during property viewings enhance the overall client experience.
Transparency and Integrity:

Operating with transparency and integrity by providing accurate and honest information builds
credibility and fosters long-term client relationships.

Disclosing relevant details about properties, including any potential issues or drawbacks, helps clients
make well-informed decisions aligned with their goals.

Assistance Beyond the Transaction:

Offering ongoing support and assistance beyond the completion of a property transaction
demonstrates a commitment to client satisfaction.

Providing referrals to reputable service providers, offering advice on property maintenance and
renovations, and staying in touch to address any post-purchase or post-sale concerns contribute to a
positive client experience.

Resolving Issues and Handling Complaints:

Addressing client concerns and resolving issues in a timely and effective manner is crucial for
maintaining client satisfaction and loyalty.

Handling complaints with professionalism, empathy, and a focus on finding satisfactory resolutions
helps mitigate negative experiences and reinforces trust in the real estate professional and the agency.
 3. OBSERVATIONS AND LEARNING

During our internship at Cent's & Acre's (P) Ltd's Digital Marketing department, we had the privilege
to immerse ourselves in the dynamic world of real estate digital marketing. Here are some key
learnings and observations from our experience:

Understanding Real Estate Dynamics:

One of the most significant learnings was gaining a deeper understanding of the real estate industry,
including market trends, customer preferences, and competitive landscape. This knowledge was
crucial in crafting effective digital marketing strategies tailored to the needs of the real estate market.

Targeted Audience Segmentation:

We learned the importance of segmenting the target audience based on demographics, interests, and
behaviors to personalize marketing messages and optimize campaign performance. Understanding
the different buyer personas in real estate helped us create more targeted and impactful digital
marketing campaigns.

Content Creation for Real Estate:

Crafting compelling and visually appealing content for real estate properties was a key aspect of our
internship. We learned how to highlight the unique selling points of properties through engaging
descriptions, high-quality images, and virtual tours, effectively showcasing them to potential buyers.

Utilizing Digital Platforms:

We gained hands-on experience in leveraging various digital platforms, including social media,
websites, email marketing, and online advertising, to reach and engage with potential buyers and
renters. Understanding the strengths and limitations of each platform helped us tailor our marketing
strategies accordingly.
Lead Generation and Conversion:

Generating leads and nurturing them through the sales funnel was a crucial focus area of our
internship. We learned how to use lead magnets, landing pages, and email marketing campaigns to
capture leads and convert them into customers. Tracking and analyzing lead data helped us optimize
conversion rates and improve ROI.

Customer Relationship Management (CRM):

Implementing CRM tools and systems to manage customer relationships and track interactions was
an essential part of our internship. Learning how to effectively use CRM software helped us
streamline communication with leads and clients, improving overall efficiency and customer
satisfaction.

Analyzing Performance Metrics:

We learned the importance of monitoring and analyzing performance metrics such as website traffic,
engagement rates, conversion rates, and return on investment (ROI) to measure the success of our
digital marketing campaigns. Analyzing these metrics helped us identify areas for improvement and
make data-driven decisions to optimize campaign performance.

Overall, our internship at Cent's & Acre's (P) Ltd's Digital Marketing department provided us with
valuable insights and practical skills that will be instrumental in pursuing a career in real estate
marketing. We are grateful for the opportunity to learn from industry professionals and contribute to
meaningful projects that have a positive impact on the company's digital marketing efforts.
 3.1 SKILLS ACQUIRED DURING THE COURSE OF INTERNSHIP

As a Digital Marketing intern at CENT’S & ACRE’S (P) LTD., you will have the opportunity to gain
valuable insights and experiences that will contribute to your professional development in the field
of digital marketing. Here are some of the key learnings you can expect during your internship:

Communication Skills
Interns in a Marketing department require excellent communication skills, as they are likely to interact
with a wide variety of employees, including administrators, executives, independent contractors and
clerical staff. They may also prepare reports, marketing materials, technical documentation, and
written communications, such as emails, letters and notices. Possessing good written communication
skills enables Marketing professionals to manage these responsibilities effectively.

Understanding Digital Marketing Fundamentals:

Gain a foundational understanding of digital marketing concepts, strategies, and tactics. Learn about
various digital marketing channels, including search engine optimization (SEO), pay-per-click (PPC)
advertising, social media marketing, email marketing, and content marketing.

Hands-on Experience with Digital Marketing Tools and Platforms:

Get hands-on experience with popular digital marketing tools and platforms such as Google
Analytics, Google Ads, Facebook Ads Manager, Mailchimp, Hootsuite, and more. Learn how to
navigate and use these tools to execute digital marketing campaigns, analyze data, and measure
campaign performance.

Content Creation and Marketing:

Develop skills in content creation, including writing blog posts, social media posts, email newsletters,
and other digital content.nUnderstand the importance of content marketing in attracting and engaging
target audiences, and learn how to develop and execute content marketing strategies.
Search Engine Optimization (SEO):

Learn about the principles of SEO and how to optimize websites and digital content to improve search
engine rankings and visibility. Gain hands-on experience with keyword research, on-page
optimization, off-page optimization, and SEO analytics.

Social Media Marketing:

Understand the role of social media in digital marketing and learn how to create and execute social
media marketing campaigns. Gain experience in social media management, including content
planning, posting, community engagement, and social media advertising.

Email Marketing:

Learn about the fundamentals of email marketing and how to create and execute email marketing
campaigns. Gain experience in email list management, email design, copywriting, A/B testing, and
email campaign analytics.

Analytics and Performance Measurement:

Develop skills in data analysis and performance measurement, including how to track and analyze
digital marketing metrics and KPIs. Learn how to use analytics tools to assess campaign performance,
identify trends, and make data-driven decisions.

Project Management and Collaboration:

Gain experience in project management and collaboration by working on digital marketing projects
and campaigns. Learn how to coordinate with team members, stakeholders, and external partners to
execute projects effectively and achieve marketing objectives.

Overall, your internship at CENT’S & ACRE’S (P) LTD. will provide you with a well-rounded
learning experience in digital marketing, equipping you with the knowledge, skills, and practical
experience needed to succeed in the field.
 3.2 TOOLS USED IN DIGITAL MARKETING

In the digital marketing of a real estate business, several tools and platforms are commonly utilized
to effectively reach and engage with target audiences, showcase properties, and drive conversions.
Some of the key tools used in digital marketing for real estate include:

Website: A well-designed and user-friendly website serves as the cornerstone of digital marketing
for a real estate business. It acts as a central hub where potential buyers and renters can browse
available properties, view photos and virtual tours, and access essential information about the
company and its services.

Search Engine Optimization (SEO) Tools: SEO tools help optimize a real estate website's visibility
in search engine results pages (SERPs) by improving its ranking for relevant keywords and phrases.
Tools like Google Analytics, SEMrush, and Moz provide insights into keyword performance, site
traffic, and other SEO metrics.

Content Management System (CMS): CMS platforms such as WordPress, Joomla, or Drupal
enable real estate businesses to easily create, manage, and update website content, including property
listings, blog posts, and landing pages. These platforms offer flexibility and customization options
for designing an engaging website.

Customer Relationship Management (CRM) Software: CRM software helps real estate
professionals manage customer relationships, track leads, and streamline communication with clients.
Popular CRM tools for real estate include Salesforce, HubSpot, and Zoho CRM, which allow agents
to organize contacts, schedule follow-ups, and track interactions throughout the sales process.

Email Marketing Platforms: Email marketing platforms like Mailchimp, Constant Contact, and
ConvertKit enable real estate businesses to send targeted email campaigns to subscribers, including
property listings, market updates, and newsletters. These platforms offer features for designing
visually appealing emails, segmenting contacts, and analyzing campaign performance.
Social Media Management Tools: Social media management tools such as Hootsuite, Buffer, and
Sprout Social facilitate the scheduling, publishing, and monitoring of content across various social
media platforms. Real estate businesses can use these tools to maintain a consistent presence on
platforms like Facebook, Instagram, Twitter, and LinkedIn, engage with followers, and promote
property listings.

Virtual Tour Software: Virtual tour software allows real estate agents to create immersive 3D tours
of properties, providing potential buyers with a realistic preview of the space from the comfort of
their own homes. Platforms like Matterport, Asteroom, and Kuula offer tools for capturing and editing
virtual tours, enhancing the online viewing experience for prospective buyers.

Online Advertising Platforms: Online advertising platforms such as Google Ads, Facebook Ads,
and Instagram Ads enable real estate businesses to target specific demographics, interests, and
locations with paid advertisements. These platforms offer various ad formats, including search ads,
display ads, and video ads, to promote property listings and attract qualified leads.

These are just a few examples of the tools used by internship students in digital marketing. Depending
on the specific focus areas and requirements of their internship, students may use additional tools to
enhance their skills and execute digital marketing campaigns effectively.
 4.1. CONCLUSION

Our one-month internship stint at CENT’S & ACRE’S (P) LTD. within the realm of digital marketing
proved to be immensely enriching and enlightening. Throughout this period, we delved into various
facets of digital marketing, acquiring hands-on expertise and practical proficiencies that undoubtedly
augur well for our future career aspirations.

During our tenure at CENT’S & ACRE’S (P) LTD., we were exposed to a diverse array of digital
marketing methodologies and techniques, encompassing search engine optimization (SEO), content
marketing, social media engagement, email outreach, and more. Through guided mentorship and
immersive on-the-job training, we deepened our comprehension of how these digital marketing
avenues synergize to craft holistic marketing endeavors that effectively resonate with target
demographics and drive tangible business outcomes.

A standout feature of our internship was the opportunity to actively participate in real-world digital
marketing projects and campaigns alongside seasoned professionals. This hands-on involvement
enabled us to translate theoretical knowledge gleaned from academic pursuits into practical contexts,
mastering the art of devising and executing digital marketing strategies, scrutinizing campaign
efficacy, and refining strategies based on analytical insights and empirical data.

Furthermore, our internship stint at CENT’S & ACRE’S (P) LTD. afforded us invaluable networking
prospects and exposure to the corporate ethos and dynamics of a digital marketing entity.
Collaborating with cross-functional teams, liaising with clients and stakeholders, and contributing to
the overall triumph of digital marketing initiatives were among the enriching experiences we
encountered.

We extend our heartfelt gratitude to the CENT’S & ACRE’S (P) LTD. team for their unwavering
support and guidance, generously sharing their wisdom and expertise. This internship has not only
broadened our skill repertoire and knowledge reservoir in digital marketing but has also reignited our
fervor for the field.
 4.2. BIBLIOGRAPHY

Books:

❖ "The Art of SEO: Mastering Search Engine Optimization" by Eric Enge, Stephan
Spencer, Jessie Stricchiola, and Rand Fishkin

❖ "Epic Content Marketing: How to Tell a Different Story, Break through the Clutter,
and Win More Customers by Marketing Less" by Joe Pulizzi

❖ "Digital Marketing Strategy: An Integrated Approach to Online Marketing" by Simon

Kingsnorth

Websites:

❖ Google Analytics Academy (https://analytics.google.com/analytics/academy/)

❖ SEMrush Blog (https://www.semrush.com/blog/)

❖ MarketingProfs (https://www.marketingprofs.com/)

These additional resources cover a wide range of topics related to digital marketing, including
SEO, content marketing, social media marketing, and analytics, providing valuable insights
and practical knowledge for your internship report.