B.
Com (Computer Applications) Semester 3 – Midterm Exam
Subject: Digital Marketing
Max Marks: 30
Part A: Essay Questions (1 x 10 = 10 Marks)
Answer any one of the following.
1. Discuss the key components of a digital marketing strategy, including
their significance and how they interconnect to achieve marketing
goals.
2. Explain the importance of social media marketing for businesses today,
highlighting its benefits and challenges.
3. Describe the role of SEO (Search Engine Optimization) in digital
marketing, including best practices and its impact on online visibility.
Part B: Short Questions (5 x 2 = 10 Marks)
Answer any five of the following.
1. Define digital marketing.
2. What is content marketing?
3. Explain the concept of pay-per-click (PPC) advertising.
4. What is the significance of email marketing in digital marketing?
5. Describe the role of analytics in digital marketing.
6. What are the different types of social media platforms used for
marketing?
7. Define influencer marketing.
8. What is the purpose of a landing page in digital marketing?
Part C: Matching (1/2 mark each, 4 items, 2 Marks)
Match the following terms with their definitions:
1. SEO -
2. PPC -
3. SEM -
4. CTR -
Options:
a) Cost per click advertising
b) Click-through rate
c) Search Engine Marketing
d) Optimizing website content for search engines
Part D: Fill in the Blanks (1/2 mark each, 4 questions, 2 Marks)
1. Digital marketing primarily uses _______ as a medium.
2. A/B testing is commonly used in _______ to optimize campaigns.
3. The goal of _______ is to convert users who have previously visited a
website.
4. _______ is a popular tool for tracking website performance.
Part E: True or False (1/2 mark each, 4 questions, 2 Marks)
State whether the following statements are True or False.
1. Digital marketing has no impact on consumer behavior.
2. SEO and SEM are the same concepts.
3. Social media marketing allows for two-way communication with
customers.
4. Content marketing focuses solely on promoting products.
Part F: Objective Questions (1/2 mark each, 8 questions, 4 Marks)
1. Which of the following is NOT a type of digital marketing?
o a) Email marketing
o b) Direct mail
o c) Social media marketing
o d) Content marketing
2. What does the term "organic search" refer to?
o a) Paid advertising
o b) Search results generated without payment
o c) Social media traffic
o d) Direct website visits
3. Which metric measures the success of an email marketing campaign?
o a) Bounce rate
o b) Open rate
o c) Click-through rate
o d) All of the above
o
4. What is the primary purpose of a call-to-action (CTA)?
o a) To inform users about products
o b) To encourage users to take a specific action
o c) To increase website traffic
o d) To improve SEO
5. What is a common tool used for managing social media marketing?
o a) Google Ads
o b) Hootsuite
o c) Mailchimp
o d) WordPress
6. Which of the following best describes the "funnel" concept in digital
marketing?
o a) A method for measuring website speed
o b) A way to visualize customer journey stages
o c) A type of advertisement
o d) A tool for SEO optimization
7. Retargeting is effective because it targets users who have:
o a) Never visited the website
o b) Shopped on competitor websites
o c) Previously interacted with the brand
o d) Followed the brand on social media
8. The primary goal of search engine marketing (SEM) is to:
o a) Improve website content
o b) Increase visibility in search engine results pages
o c) Create engaging social media posts
o d) Enhance email open rates
