Summer Internship ReviewPresented by Mayank Mathur

INTRODUCTION

Past, Present and FuturePrevious work experience:• Rotational intern at Saatchi and Saatchi (Dubai, 2011)• Marketing strategy intern at ADCB (Dubai, 2013)• Client servicing and creative intern at Ogilvy and Mather (Delhi, 2014)

Acquired skills and competencies:• Understanding how brands and products function and interact with their target audience through offline

media.• Creative thinking and strategic analysis.• Competitive analysis.

Objectives for my 2015 summer experience:• Gain an understanding of the digital ecosystem.• Understand how brands operate and consumers interact with those brands and with each other in the

digital sphere.

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UNDERSTANDING THE DIGITAL ECOSYSTEM

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• What is digital marketing and what does it entail?• Where and how do ads get placed online?• Why do certain ads get placed above or below others?• What is SEM and SEO? • How do you justify advertising in terms of a cost and revenue analysis?

Questions that needed answers

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• Read the AdWords Study Guide and understood the functioning of Google AdWords. • Created a mock AdWords account of my own and used it to understand its functionality.• Attended publisher meetings with Yahoo and Facebook to understand the interaction between client,

agency and publisher.• Helped prepare and analyze digital campaign performance reports for ADCB and EDB Premier Group.

Key Projects and Assignments

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UNDERSTANDING THE DYNAMICS OF THE DIGITAL ECOSYSTEM

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PRODUCT

AUDIENCE

CATEGORY OR

INDUSTRY

SWEET SPOT

Deconstructing the digital ecosystem

KEY TO MARKETING STRATEGY

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Marico Project• Gained insight into how the audience views the product and the category by conducting an online content

audit exercise by analyzing subsequent SERP results using top keywords. • Understood how the category and the industry functions by analyzing digital media campaigns and

conducting a competitive analysis exercise using the OOX Monitor tool.• Ultimately gained an understanding of the client’s problem and possible solutions.

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Additional assignments I worked on:• Created the account structure for Al Futtaim’s Vehicle Rental and assisted in the creation for Automall’s

account structure, subsequently taking the campaign live.• Competitive analysis and market research for ADCB where I looked at various competitive banks and their

presence on social media and their digital ad campaign by using the OOX Monitor and Benchtools. • Competitive analysis for National Bank of Kuwait to gain an understanding of how brands (Nescafe,

Barbican and Red Bull) communicate with a younger audience.• Helped generate insights on ADCB’s Ramadan ad campaigns.

Key Projects and Assignments

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• Gained an appreciation and understanding of the digital world. • Confidence in ability to help strategize for a client, create a search campaign and subsequently analyze its

performance.• Sharpened my ability to think from the perspective of the client, product and the audience and using that

insight to generate a strategy for the client.

Key Takeaways

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