Digital Marketing

June 2023 Examination

ANS 1.

Introduction

A customer's journey from first exposure through conversion may be mapped out with the
help of the marketing and sales funnel. In 1910, American logician John Dewey made an
effort to categorize buyers based on their habits of purchase.

Customers are more inclined to make a purchase when they have an urgent need. It's hard to
give outstanding service when clients feel underappreciated.

The standard purchase process nowadays is laborious and time-consuming. If your customers
feel like they have a personal connection to the individuals who work for your company, you
will see an uptick in customer loyalty.

It is immoral to intentionally mislead customers in order to increase profits. The next step is
to make first contact with these "leads," or prospective buyers. An effective advertising
strategy will connect with its target market on an emotional level.

Concept and application

The contemporary Renaissance may owe much to the supplemental efforts of common
people, just as past Renaissance eras did. Sincere businesses assist clients in fulfilling their
legal and contractual obligations. Keep your guard up at all times. The company has upped its
advertising budget in an effort to achieve its sales targets. It's possible that both established
and novel approaches to online advertising will coexist in the not-too-distant future.

Print, TV, and outdoor billboards, among other "old school" types of advertising, are still
effective. User-generated content, viral videos, and sponsored social media posts are all
examples of cutting-edge digital marketing strategies.
The success of M/S Fresh Flower's online shop is an encouraging sign for the future of the
firm. Traditional and experimental forms of marketing may and should coexist. There is a lot
of uncertainty in making ideas for the company's benefit.

I) Top of the funnel-

At the top of the sales funnel, prospects are introduced to a company for the first time. This
prospect was contacted by the firm directly. Think about the funnel's rising profile.

A company's ability to bring in new customers may be influenced by the public's view of its
dependability and professionalism. This plan of action has to begin immediately. Company C
will succeed if it is able to retain the loyalty of its most valued customers.

Companies in today's industry cannot hope to succeed without completely embracing digital
marketing strategies. Both well-known investors and sponsored material have played crucial
roles in the recent growth of numerous social networking sites, both in terms of user numbers
and financial stability. It's probable that several factors and strategies contribute to a website's
overall performance.

Perhaps we might have given them a better chance of success if we had given more attention
to their advertising. Our company may see an increase in foot traffic if we design a website or
an infographic that highlights all of the services we offer.

The ideal candidate would have extensive knowledge of our services and the kind of internet
business we run.

Emerging forms of advertising, such as branded podcasts and movies, have the potential to
radically alter the industry.

ii) Middle of the funnel: consideration

Customers place higher value on well-recognized brands, such as those with logos. They may
have seen one of our mailings, heard about us through a mutual acquaintance, or perhaps just
happened to cross paths with us.

If even half of their recommendations were implemented, sales would rise.

Write a piece of content (a white paper or an article) that addresses a question, identifies a
problem, and gives an estimate of how much money fixing it will cost our ideal customers.

We may learn more about our employees' passions, worries, and proposed solutions by
having site users participate in webinars and surveys.

C) Motivate people to learn more about the product and its possible applications.

d) Make homepages that cater to the needs of a certain demographic. d.

You may be confident that we won't call it quits until you're completely happy with the work
we've done for you. Here's a simple case in point to demonstrate:

At what point did they begin questioning us? a.

Please specify what details you need us to provide.

b) What prompted that response, exactly?

d) What issues have you encountered while making use of our products and services?

Those who put the wants and needs of others above their own are more likely to achieve
success.

Bottom of the funnel, iii.

Simply described, the "bottom of the funnel" is when a customer makes the decision to
convert. We've put in a lot of work to earn their confidence by proving our competence and
dependability time and time again.

Here are some of the reasons why you should work with our organization.

Before deciding to disable a function entirely, we always try to foresee how it could affect
other areas.

We may a) provide a demonstration of our service or product in action, or b) teach them how
to use it from start to finish.

b) Draft a tutorial detailing the ins and outs of your service and answering their questions.
Social evidence, such as testimonials and star ratings from existing customers, will encourage
more individuals to join our cause.

Customers who have started the checkout process but not completed it should be contacted as
part of a survey or ad retargeting campaign.

f) You may choose this option at checkout should you so want.

Conclusion

Once a month, we poll current and former customers on the efficacy of our ads. Our state-of-
the-art methods stem from extensive research into the ear, often known as otology.
Individuals who have bought online in the past are more likely to do so again.

Managing your leads is a lot less complicated when you have a marketing funnel in place.

ANS 2.

Introduction

To increase output, customer satisfaction, and brand loyalty, businesses may elect to test out
new strategies.

The 6S method might, ideally, improve safety and productivity in the workplace. Some
businesses might benefit from using the 6S method of management.

Implementing Six Sigma techniques has the potential to increase safety and productivity in
the workplace. All of our discussions were grounded on the 5S principles.

The purpose of the Five Sigma approach is to maximize productivity while simultaneously
minimizing waste and going above and beyond for the clientele. The 6S approach is superior
than the 5S one because it places equal importance on the satisfaction of both customers and
employees. There might be a number of uses for the object at various stages of its collection,
transit, and storage.

Concept and Application

The benefits that organizations see after using the 6S technique of executing change should
be discussed.

a) Keeping track of each stage

The best managers are those who can effectively navigate all six phases. If you can't keep this
knowledge under wraps, the company won't succeed. New technologies are often used first in
commercial and industrial settings. We need to reevaluate our objectives in light of the new
facts as quickly as feasible.

Managers should be aware of, and keeping an eye on, all internal communication channels.

B) Create detailed guidelines.

Those who are able to persuade the company's upper management of their ideas often get
rapid promotions. If the new strategy works, our forecasting skills will almost certainly
increase as a result. It's possible that your first plan may require some tweaking.

Since modern florists may choose from a wide variety of niche services, the industry has
coined its own language to describe these possibilities. Most managers make an effort to
foster an environment where employees feel comfortable offering feedback and
recommendations. If you think your coworkers would only laugh at and disregard whatever
answers you proposed, there's no use in even trying to fix the situation.

c) Keep tabs on your development.

To further grasp the most important considerations, one may look at the criteria used to
evaluate executive development programs. Candidates for the position of CEO might choose
to proceed without this knowledge. We will not be allowed to go on until we have passed this
exam.

The flower store risks closing if the florist's staff is unable to provide reliably high-quality
flower arrangements. A little bouquet of flowers is a kind gesture that most people would
appreciate upon learning of a death in the family. I really doubt there will be many people
there, entrance criteria or not.

Everyone who has a financial or emotional interest in the result of an internal investigation or
audit should be informed of its findings. Simply said, we do not have the luxury of time to
wait for this to take place. If the conditions are right, two people may have an honest and
open discussion on important topics. This only works if the surroundings are right. This
might be a workable solution in some scenarios. The amount of time and money that you
save the organization is of equal importance to the outcomes that you provide to the
company.

Increases in remuneration, promotions, and many other types of commendation are common
forms of recognition given by businesses to employees who have made significant
contributions to the success of the organization. It would be amazing if we could improve the
economy while also preventing damage to the surrounding ecosystem at the same time.

We've realized the need of keeping a constant eye on stock and reporting any discrepancies
right away to higher-ups.

Before releasing the program to the public, it was required to finish integrating various extra
security features. Reviews are more likely to be positive from buyers rather than browsers.
Machines require frequent service and inspections to keep running smoothly and reliably for
as long as possible.

We can all agree that a company can't function without the machinery it uses, thus it's critical
that businesses regularly replace and repair its tools and equipment.

Invest on worthwhile endeavors

For a 6S implementation to be effective, it requires a committed group of people and careful

documentation. Certain applications may allow us to organize routine maintenance, track
inventory, and evaluate key performance metrics. In other words, we can put these tools to
work.

The number of individuals directly engaged in the system's functioning has been declining
even as it has become more reliant on machines and other forms of technology. Technology
has the ability to improve people's lives by making their routine tasks easier and more
efficient.

Providing individuals with advance notice of possible risks may be simple and inexpensive if
labels, signs, and improved lighting are used.
Staff members who show an openness to new ideas are more likely to get support from
management.

There are at least six possible benefits of using positive affirmations to help you succeed,
enjoy life more, and develop personally and professionally.

Conclusion

A key tenet of the 6S approach is postponing the introduction of new, low-priced products. If
our plans to decrease costs in half and increase production of rare earth elements pan out, we
will see a six-fold increase in income. The 6S is now the industry standard because of these
two upgrades. Preventive maintenance might reduce the frequency of failures if more people
used it. The results support this, and it also makes sense intuitively.

We hope it will serve as a catalyst for new ideas and the return of some of our regulars. The
6S technique might boost output while also decreasing the number of workplace injuries. It's
likely that you didn't go out of your way.

ANS 3a.
Introduction

Differences between Traditional Marketing and Modern Marketing

Parameters Traditional Marketing Digital Marketing

Basics When it comes to making a sale, Newer innovations in online

more promotion is always better. advertising include the cost-per-
Traditional advertising methods click (PPC) and cost-per-
seem to have a bright future. No thousand-impressions (CPM)
advertising strategy can guarantee models. However, as we have
you success. seen, some advertisers are only
interested in paying per click or
per impression. Optimization for
search engines (SEO) is another
route to go.

Cost of marketing Traditional advertising may not be As more businesses find it within
 effective because of its high cost. their budgets to invest in online
This approach may help cut down advertising, its popularity rises.
on expenses.

Branding It's clear that a lot of creative The hefty expense of social
energy went into making this ad. media marketing prevents many
businesses from engaging in it.

Ease of learning Ad campaigns that use novel In this approach, sensitive

methods of reaching consumers information might potentially be
are quickly becoming the norm. leaked.

Measurement of There will come a time when Although digital marketing has a
effectiveness conventional PR and advertising promising future, it now faces
strategies are no longer effective. significant challenges.

Examples Traditional forms of advertising We can easily evaluate the

include distributing flyers, airing competitiveness of our digital
commercials on radio and advertising using tools like
television, and relying on word of Google Insights and SEMrush.
mouth to spread the message.
Commercials on the radio and in
print media have a long history.
The phrase "traditional marketing
media" is shorthand for a wide
range of well-established
advertising methods.

Conclusion

When comparing the advertising landscapes of yesteryear with those of now, there are a
number of variables to keep in mind. Since they only use tried and tested tactics, the
marketing team at Fresh Blooms never makes any blunders.
Advertisements in print publications like newspapers and magazines are being shown to be
ineffective in comparison to their digital equivalents. If we had a better plan, we could get
just as much done in a lot less time.

Instagram isn't the only place you can check the legitimacy of a post online. The number of
comments and likes a post gets might give you an idea of who would be interested in reading
it.

If Dazzling Blooms advertised online, they would gain more business and more money.

Ans 3b.

Introduction

There are a lot of reasons why internet advertising has become so popular lately. Traditional
forms of advertising are increasingly being phased out in favor of online marketing strategies.
There's optimism that cutting-edge research techniques will provide more trustworthy
findings.

Concept and Application

Several of today's most popular social media platforms have featured ads from Fresh Bloom.

No more Facebook analogies here.

We make up the great bulk of our species.

Members apparently do not care that the site's users are mostly not from the United States.

Travelers from all over the world flock here to take in the stunning vistas. It is crucial that
word about the eco-friendly Bloom company be disseminated.

a) Video-sharing websites like YouTube and others like it

When it comes to internet video hosting, YouTube is without peer.

If you disagree with a comment, you may downvote it.

Environmental education using YouTube videos might one day replace traditional advertising
methods. Successful box office movies may have a wide range of running times.

A Whatsapp (I) c. is at the center of this debate.

Snapchat, Telegram, and QQ are just a few examples of comparable messaging applications.
There is no way for Messenger or its two primary competitors to ever seriously challenge
Facebook.

Bloom requires all employees to utilize Sparking Texting since it improves the company's
interaction with clients. Those that utilize Messenger are far more likely to stick around.

Because it's so simple for businesses to get in touch with their customers, many of them
utilize WhatsApp Business for PC.

The link opens a new menu item when clicked. Select to begin a Facebook conversation with
friends.

Facebook purchased the standalone messaging software Messenger in 2014.

Your profile may be seen by anybody, not just Facebook members.

Facebook included chatbots into its Messenger service as a way to provide better support for
its consumers. The innovative business has changed the face of commerce with its ground-
breaking usage of a chatbot.

Instagram is a mobile app that streamlines the process of taking, editing, and sharing images.

Extreme Weather Events The best way to grow your business and maintain your current
clientele is to implement Meta's marketing recommendations.

Instagram's wide audience and powerful tools for visual storytelling will expand our audience
and boost our earnings. Instagram is a great way for businesses to reach out to students and
new customers.

Conclusion

Investing in social media marketing campaigns has the potential to boost both site traffic and
conversions. For the last three to four years, Indian business tycoon Mr. Mukesh Ambani has
subsidized public internet access by providing it at a discount of 10 times the cost.