It is with humble honor and respect that I submit my internship report on "Effectiveness of Digital Marketing Strategy in 10 Minute Robi School". Considering the partially fulfilled requirements for the BBA degree, I completed an internship at the “Robi 10 Minute School”. This is to confirm that the Internship Report “Effectiveness of Digital Marketing Strategy of 10 Minute Robi School” was prepared as part of completion of BBA program at Department of Business Administration, Sonargaon University (SU) by Armanul Haque, Bearing ID: BBA under my control.
We certify that this project report titled “The Effectiveness of Robi's 10 Minute School Digital Marketing Strategy” is the genuine work of Armanul Haque, who conducted the research under my supervision. This report takes a qualitative and quantitative approach to discover the effectiveness of Robi 10 Minute School's digital marketing strategy. It contains discussions on the process of successful digital marketing plans executed by Robi 10 Minute School.
Origin of the report
Objectives of the study
The 10 Minute School website was used to analyze and gather information about the website design and offer.
Limitations of the report
Literature Review
As market dynamics around the world change in relation to the young audience's access to and use of social media. It is important that strategic integration approaches are adopted in the organization's marketing communication plan (Rohm & . Hanna, 2011). With the above reviews we can assume that GST is a tax reform which will change the scenario of the country in support of this review study.
Blogs as a digital marketing tool have successfully created an impact on increasing sales revenue, especially for products where customers can read reviews and write comments about personal experiences. For companies, online reviews have worked very well as part of their overall strategic marketing strategy (Zhang, 2013). As part of the study, it has been proven that users experience an increase in self-esteem and enjoyment when they adapt to social media, which in itself is a motivational sign for businesses and marketing professionals (Arnott, 2013).
Marketing managers who do not take advantage of the importance of the Internet in their business marketing strategy will be at a disadvantage because the Internet is changing the branding, pricing, distribution and promotion strategy.
History of Robi 10 Minute School
Mission and Vision
Timeline
Competitors The Khan Academy
It enables individuals and organizations to share skills and exchange technical knowledge to bridge the skills gap in Bangladesh. Since its inception, team Upskill has worked to change the nation's EdTech industry. Aiming to promote STEM education in Bangladesh, Upskill Classroom has already taught coding to more than 300 children and has developed into the most affordable coding and STEM platform in Bangladesh.
Founded on March 9, 2016 by Istiyak Sheyam, Repto is a leading online education platform in Bangladesh offering Bangla courses, tutorials and training taught by industry experts. Bohubrihi's courses and programs are designed and offered in collaboration with the best industry experts and organizations in Bangladesh. They are very promising in their services and have an excellent marketing strategy to break into the market.
Interactive Cares has enriched students' e-learning experience by solving various problems by combining pre-recorded and live lessons. Interactive Cares has also introduced the Complete Preparation on ISSB military preparation course in Bangladesh for the first time. In addition to providing foundational lessons related to skills development courses, Interactive Cares also connects students to the relevant industry through Career Fair and CV forwarding in the Career Path program.
Recently, Interactive Cares was able to raise seed funding through a startup accelerator program organized by Bangladesh Youth Leadership Center (BYLC) Ventures. Following the success of courses related to web development and higher education abroad, Interactive Cares will introduce a Digital Marketing Career Path in the future.
Services of Robi 10 Minute School
Target Market
Business Model of 10 Minute School
With their dynamic design, they control the user's attention and direct his attention to the ads. The great thing about this is that it's a fairly simple model where the services are free to the end user while a third party funds the initiative. They have introduced various paid courses and e-materials like e-books to generate income that they can sustain in the long run.
However, the price of these courses and materials is very minimum so that everyone can afford it. However, their goal is to sell courses and materials as much as possible with a lower margin in the beginning. Their donations and sponsorship programs support this model to sustain in the long term.
The Freemium model is what the 10-Minute Robi School plans to fall back on if donation models fail. The goal is to retain regular users and charge a subscription after the first month. In this case, the model does not rely on a donation, but rather on the revenue it generates through subscriptions.
In short, the services are free for the end user for the first month, after which he/she pays a subscription and can make donations if he/she wants to. The problem with this model is the fact that subscriptions will discourage people from using Robi 10 Minute School's services, no matter how minimal the fee may be.
Learn, Practice, Progress
It has a scoring system in place for all the quizzes taken and videos watched. It has a real-time leaderboard that tracks the progress of all the users and gives the test taker an idea of his/her current status. It has the detailed log of marks given, tests taken, videos watched, time spent and many other similar activities.
Progress so far
Milestones
Employee Training
Madrasah and Vocational Courses
University Courses
SWOT of Robi 10 Minute School
Opportunities
Digital Marketing Strategy of Robi 10 Minute School How they structure digital marketing program
In the initial strategic plan, they provide outlines of tactics to be implemented over the next 12 months. If they are going to create a digital marketing action plan, it is essential that they have goals. They set campaign goals to know what they want to achieve with online marketing.
They further divide and focus their goals into 2 categories; short-term goals and long-term goals. They firmly believe that "what you can't measure, you can't improve." So they provide monthly comprehensive reports. These reports detail their progress toward their goals and include metrics like website traffic, form submissions, downloads, leads created, leads closed, and even phone calls to their sales number.
They also review the following month's plan (broken down into a monthly calendar of tactics and tasks) and conduct weekly check-in meetings to ensure all projects stay on track.
Digital Marketing Tactics/Campaigns
Digital Marketing Tools
Digital Marketing Team
Internet users’ growth in Bangladesh
Digital marketing has flourished in recent decades as internet users are growing rapidly. The number of Internet users is expected to be 20% by 2025, taking into account the rapid digitization projects of the inauguration government.
EdTech in Bangladesh
INTERNET USERS (% PERCENT OF POPULATION)
User Acquisition by Robi 10 Minute School
According to their internal data source, 18% of their users are acquired through their offline events at various schools, colleges and university campuses and their other social campaigns.
Users
The Digital Marketing Strategy
- Most effective Marketing Channels
- Most Effective Social Media Marketing Strategy
They make free content for users on Facebook and YouTube that drives heavy traffic to their website. Since their main target group (TG) is the youth, they focus on the social media marketing to seize the opportunity immediately. We need to look at their marketing channels to get a better idea of their overall marketing strategy.
From this chart, we can see that the website is the most effective tactic in terms of total traffic and difficulty level. Their SEO marketing strategy is not as effective as it should be, instead they cover it with paid search which seems to be very effective. Free marketing means marketing without cost or direct investment of money in advertising campaigns.
The engagement rate (ER), calculated by adding the number of views, like, comment and impression, divided by the total number of followers and multiplied by 100, can be used to measure how various social media marketing strategies are executed. From the figure above, we can see that a community-based marketing strategy is the most effective social media marketing strategy. Their academic and non-academic live classes seem to be very successful as they have generated a large number of engagements on various social media, mainly on Facebook and YouTube.
On the other hand, online video advertising (OVC) has the lowest engagement rate as expected, the average industry ER for OVC is 1.5% according to Socialblade.
Engagement rate (ER)
Most Effective Social Media for Digital Marketing
TRAFFIC FROM SOCIAL MEDIA
Effectiveness of Digital Paid Campaigns
Campaigns/Strategy Cost per Click (CPC) in dollar
Conclusion
By analyzing both the qualitative and quantitative data, we see that the effectiveness of Digital Marketing for Robi 10 Minute School depends on various factors. The effectiveness of the digital marketing strategy can be measured using many matrices, but it is quite a success for them considering how far they have come in a very short possible time. As Google and other social media ad policies change from time to time, they have to break the pattern to get the best out of it.
As the use of the Internet and social media is growing rapidly, so are the fields of digital marketing. The industrial revolution is also changing the landscape of modern technology, the digital marketing strategy must be aligned with the change. To make the most of this situation, it is important to reach every possible user.
Recommendations
Content marketing, personal branding and influencer marketing strategies are valued and accepted by users massively. They should hire SEO professionals to look at the issues and make a fair shot at SEO marketing. It not only helps to increase sales; it creates a buzz on the internet and so many organic backlinks can be created.
This buzz and backlinks will ultimately help Robi 10 Minute School rank better in the web search results. An affiliate marketing program can track the links that bring in leads and, through internal analytics, see how many actually lead to sales.
Bibliography
