An Evaluation of Digital Marketing Activities of Othoba.com

Abstract

Othoba.com is a sister concern of PRAN-RFL company. PRAN-RFL has several types of businesses in various sectors. To deliver products and services to the potential customers via owned channels, the company invested huge amounts of resources in the traditional marketing and digital marketing department. The possibilities of technologies are endless and it is improving at rocket speed. So, this is how Othoba.com (e-commerce platform of PRAN-RFL) is established. In this internship report, the main discussion is based on the several aspects of digital marketing activities of Othoba.com. Digital marketing activities are essential to every business and technology adoption ensures the survivability of these businesses. The main reason is people are unable to buy directly from stores during full scale lock-down in pandemic situations. The activities of digital marketing cover several areas, such as: SEO (Search Engine Optimization) , SMM (Social Media Marketing), Email Marketing, VAS (Value Added Service), Chat-bot (chat automation via artificial intelligence), Affiliate Marketing, CPA Marketing (Click per action), Website management, Content marketing, CRM (Customer Relationship Management), IMC (Integrated marketing communication) and so on. In addition, there are several terms and concepts that are discussed in this report.