ESSENTIAL DIGITAL MARKETING SUMMER 2023

Q-1-a) What typical skills must one possess to pursue a career in digital marketing?

Ans:- 1) think:- digital marketing requires people who can think and conceptualize. They should be able to look
at metrics and analysis the performances and optimize.

2)feel:- this is one of the most important skill in digital marketing. It is the ability to empathize with your
customers by stepping into their shoes and understanding their pain points.

3)act:- digital marketing requires a lot of execution. You need people who can understand the brand concept and
the content strategy and create creative images and videos.
Q-1-b) Differentiate: on-page and off-page optimization in SEO.
Ans:-

Aspect On-Page SEO Off-Page SEO

Definition Optimization efforts on the website itself. Activities outside the website to enhance visibility.

Building external relationships, reputation, and

Content, HTML, and overall webpage structure.
Focus authority.

– Content Quality – Backlinks

– Keyword Optimization – Social Media Marketing

– Meta Tags – Online Reputation Management

– URL Structure – Influencer Marketing

Key Elements – Internal Linking – Brand Mentions

User Experience Emphasis on improving user experience. Focus on building external credibility and authority.

Not a direct factor but indirectly impacts user

Considered for a better user experience.
Page Load Speed behavior.

Not a direct focus but contributes to online

Ensuring responsiveness for various devices.
Mobile-Friendly Design presence.

Addressing crawlability, indexing, and technical

Primarily concerned with external factors.
Technical SEO aspects.

Backlinks Internal linking within the website. Acquiring external high-quality backlinks.

Social Media Presence Not a primary focus but can be integrated. Actively engaging on social media for promotion.

Q-1-c) How can a business develop a successful digital marketing plan? Explain with a suitable
example.
Ans:- A digital marketing plan is a document that describes in detail how to promote a
company’s products or services online. It outlines what techniques to use to connect with your
target audience and which digital marketing channels to utilize to drive online traffic and increase
conversions.

There are 7 step for digital marketing planning process:-

1) Objectives
2) Buyer persons
3) Content
4) Channels
5) Timelines
6) Budget
7) Measurement

The focus is on developing a successful digital marketing plan by following a series of steps and considering
various factors.

It emphasizes the importance of mapping out the potential customer journey, using the AIDA/Pirate metric
system to enhance web presence, understanding customer behavior, touchpoints, legal considerations, skills for
digital marketers, and learning from past failures in digital marketing.

Additionally, the input highlights the significance of business context in digital marketing strategy, including
setting strategic goals, budget allocation, performance measurement, adaptability, and continuous learning in the
evolving field of digital marketing.

For example, a decade-old fashion cloth offline store can develop a successful digital marketing plan by
focusing on increasing its web presence through social media, search, and display campaigns. By understanding
the customer journey and utilizing the AIDA/Pirate metric system, the store can create targeted and engaging
content to attract and retain customers. Additionally, by allocating a budget for digital marketing and measuring
the performance of campaigns, the store can optimize its strategy and achieve its business objectives.

OR
Q-1-c What are the primary elements of the P.O.E.M. framework for digital marketing strategy, and
how can they be applied to a business?
Ans:- A good framework that can help you to organize your digital marketing strategy is the paid,
Owned, Earned media.

1) Paid media:-
 Paid media includes sponsored advertisement in different channels of digital
marketing such as search engines, websites, Facebook, LinkedIn and twitter.
  They include campaigns run through different platforms such as google ads and
campaign manager of Facebook, Twitter, LinkedIn .
 It also include campaigns run through ad networks or demands side platforms.
 It is the type of marketing in which you pay to run the ads of your brand or business on
any third-party site.
 It is the direct media for which you pay to promote your content to get more customers or
to get the brand exposure.
 Paid media includes TV, magazine and display ads, paid search ad sponsorships, all of
which allow marketers to show their ad or brand for a fee.
 Paid media gives a direct window to increase leads, website traffic, and sales because it
guarantees the landing on the User's feed. In the case of digital advertising, paid media is
very cost-effective and even enhances the target user.
2) Owned media:-
 Owned media consists of the marketing of your business on the channels you own.
 This includes a company or a brand brochure, web site, blog, Facebook page, or a Twitter
account.
 The owned media mainly depends on the content you distribute on your channels.
 The more content you have, the more chances will increase to get better brand awareness
in owned media.
 Even, promoting its content on social media can give you a wider audience.
 If you want to create an excellent digital identity for your business, then you need to work
on content marketing, and you need to continuously work on your blog or social media
pages to extend your brand presence in the digital sphere.
 If you need to expand your owned media channels, then you need to invest your time and
energy, and you should plan each and every phase to get good organic search numbers.
3) Earned media:-
 Earned media are streams in which consumers, the press, or other outsiders voluntarily
communicate something about the brand via word of mouth, buzz, or viral marketing
methods.
 The emergence of earned media has allowed some companies to reduce paid media
expenditures.
 One of the most effective driving forces of earned media is usually a combination of
organic searches i.e Search Engine Rankings and content distributed by the brand or the
business.
 Whether it is the blog, social media page, youtube video, or your website it is the
worthwhile content that gets attention to receive the earned media value.
 The combination of ‘paid, owned, earned media’ is regarded as one of the best practice in
digital marketing.
 There should be a balance among them: it should not be lopsided towards one. It means a
brand you should not focus only on one media and ignore other.
 It is not a good strategy to depend largely on paid media and not focus on earned media.
 Focus is related to budget allocation.
 A simple thumb rule is to divide your budget into two equal part between paid and owned
media.
 This is a best practice, which means you must allocate 50% of your budget to paid media and
50% of your budget to create a content.
 Earned media is a your long term strategy.
 At other hand paid media is a your short term strategy.
Q.2 (a) Differentiate between single-touch and multi-touch attribution models.

Single touch Multi touch