Answer 1

Different Paywall strategies that can be used:

1) Leaky Paywall: In case of Leaky Paywall, users can read certain number of free articles per
month. After the free articles quota is exhausted, Users need to pay for the subscription fees. It
is one of the most popular type of paywall strategy. It is also knowing as Metered Paywall. The
number of free articles varies from company to company.

2) Bullet Proof Paywall: In case of Bullet Proof Paywall, Non-Subscribed users can only view
Headline and Few introductory sentences. To view the full article, Users have to subscribe. This
type of publication is best for a very specific kind of audience.

3) Freemium Model: In case of Freemium model, the publication will publish certain number of
free articles. Rest articles will be paid, or users need to subscribe. This is best for niche or small
audiences or if the company is new.

Impact of Bulletproof and Leaky Paywall on Revenue:

Bullet Proof: They launched the first paywall in 2005 known as Times Select. The subscription
fees was $49.95 per year. Initially the Users grew. But with increasing blogs and social websites,
the users questioned about the amount they were paying and soon this model faced a lot of
criticism. Revenues started to reduce. They had to close down this.

Leaky Paywall: After closing on Bullet Proof model, they introduced leaky paywall. In this model
a quota of 20 free articles was fixed. This model also allowed free access from social media links.
And now the yearly subscription fees was changed from $ 49.95 to $455/year. In 2012 they
reported 390,000 number of paid users. This model helped them retain traffic and also gain
income from their loyal and engaged customers. As a result, revenues from digital ads also
increased.

Answer 2

Search Engine Marketing

Search Engine marketing is a kind of paid search advertising that promotes websites by
increasing their visibility through paid search results.

In this, advertisers bid for specific keywords, and that determine when the ad will shown

Most known is GoogleAds. Bing and Yahoo also have similar system, but they are not successful
and widely used. Google AdWords, Sponsored Ad Results, Pay Per Click are the examples of
SEM.

Search Engine Optimization

SEO is the process of optimising your website so that it is visible to search engines like google,
bing.

The Goal of the SEO is to rank your website as high as possible in free search results i.e Organic
search results. Search Engines use different algorithms to rank pages.

SEO AND SEM USAGE

SEM : When you a consistent and a large ad-budget. When you want to gain visibility in short

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 period i.e without waiting for the organic results to work. We can create customised campaigns
to target on keywords the users search. It is designed to drive more traffic to your website

SEO: For brands that don’t have huge ad-budget. It includes using tactics that can help increase
their search rankings. It required continuous optimisation. The results take time.

Answer 5

Social Listening is the process of monitoring social media channels for mentions of your brand,
competitor, products, keywords related to your business etc. It is analysing your audience, what are
they discussing about your brand, products, your competitors or about different things. It is like
associating yourself with the audience on Internet. This is one of the best ways to learn about
customer pain points.
The information you get is very valuable to the marketing and PR team. You will learn about the
problems customers are facing and you can solve these problems. This can help you tweak your
products. You can also track the real time sentiments of the audience as well as the level of
engagement.
EXAMPLE

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This is a random tweet of Person stating his problem with Goibibo. Using Social Listening, The
company tracked his tweet and replied to tweet and assuring him to update on his status. This way
companies can leverage different customer pain points and work on solving them more effectively.

LONG ANSWER
Answer 9

The goal of the Maersk Line was to get closer to their customers while understanding other
opportunities like developing brand awareness, gain higher employment engagement, better
press coverage. They focused on telling stories about Maersk to engage customers, sharing
content with the public. They shared honest stories so to make it more relatable, they shared
constant updates about shipping industry. Their aim was to make it memorable and socially
responsible brand.
Facebook
Facebook is the biggest social media site around, with more than two billion people using it
every month. That’s almost a third of the world’s population. All content format works great
on Facebook — text, images, videos, live videos, and Stories.

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For Maersk, the first objective of Facebook was to get 25,000 employees to share their stories
and interact with company’s posts to increase vitality to their own friends. They had 1.1
Million like on their Facebook pages.
The target audience were theirs fans, current employees, suppliers, shipping enthusiasts.
Facebook had become an essential platform for them to connect with people at home and
colleagues to follow what’s happening at their company. They used to post images of ships,
seascapes, ports. And stories, and polls etc. Facebook was used to increase engagement in
conversational and visual way.
Twitter
Twitter has a low penetration in India compared to other social media platforms. However,
worldwide twitter is still a popular platform to increase engagement. With features like trading
topics, hashtags, retweets, comments, etc. it is the best platform to start conversations with
your consumers. Twitter is also often used as a customer service channel. According to
advertisers on Twitter, more than 80 percent of social customer service requests happen on
Twitter. For Maersk, the posts on Twitter were a more serious than Facebook page which
included photos, retweets from Maersk employees, and other bits). The main objective of
Twitter was to share the news with followers and influence industry to humanise the brand,
interact publicly with all stakeholders and to provide customer support. They targeted mostly
influential network which included shipping professionals, trade press, employees and
customers.
Instagram & Snapchat/Flickr
Both, Instagram and Snapchat are more popular in age group of 15-30 with snapchat even
more popular among millennials. Being an image and video sharing platforms, both have an
important role in any social media campaigns to share digital content like images and short
videos. As a brand, you can have an Instagram business profile, which will provide you with
rich analytics of your profile and posts and the ability to schedule Instagram posts using third-
party tools. For Maersk, the objective of Instagram and Flickr was to inspire people to take
pictures of Maersk’s hardware like vessels and containers and upload on the platform using
#maersk and #maserskline
Through this, they tapped into company’s most public visibility globally. For them, Instagram
was a way to increase their brand recognition and engagement.
LinkedIn
LinkedIn is now more than just a resume and job search site. It has evolved into a professional
social media site where industry experts share content, network with one another, and build
their personal brand. It has also become a place for businesses to establish their thought
leadership and authority in their industry and attract talent to their company.
For Maersk, LinkedIn was its most corporate platform where their customers liked to follow
them the most. The objective of LinkedIn was to engage customer with its offerings and
improve products and services and to discuss challenges and opportunities faced by Industry
Experts. Through LinkedIn, Maersk shared business-related information and interacted with
customers through groups and forums.

Answer 10

Big Skinny’s existing sponsored search strategy:

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This was done to reduce the cost to the company as phrase match uses lesser costs than broad
search since broad search automatically displays the keywords connected to the bet keyword
and so charges for that every result. The overall impressions of the bet keywords are good and
the CTR is also good. The company is smart to bet more on the keywords bringing in more
CTR and better conversion rate. The company also spends less on keywords bringing in very
less impressions, and the CTR.

Recommendations
 The company should bet more on the higher impressions which are bringing in high CTR and
high conversions.
 The company should use fewer generic keywords and focus on more targeted keywords.
 The company should not use keywords like thin sport wallet, thin super skinny wallet as
these brings almost no impressions
 Big skinny also should use some keywords like –big skinny wallets, etc. These keywords
may not come in organic results due to the company’s name being aligned with a type of
product also and so sometimes for few search results other company’s skinny wallets may pop-
up.
 The company should invest in Facebook Sponsored posts, there it will increase their brand
awareness and ads which can be narrowly targeted.
 They should promote their products through ads on different social websites as it will drive
more engagement.

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