PART - B

UNIT - I

1. What is pay-per-click advertising?

o Answer: Pay-per-click (PPC) advertising is an online model where advertisers pay a fee each
time their ad is clicked. It helps drive traffic directly to websites by displaying ads on search
engines or social platforms. PPC allows businesses to reach specific audiences quickly and is
often used to generate leads or drive immediate sales.
2. Can you explain five key benefits of digital marketing?
o Answer: Digital marketing offers global reach, allowing companies to target audiences
worldwide without the geographical limitations of traditional methods. It’s cost-effective, as
online ads and social media can be less expensive than print or TV ads. Digital marketing
also allows for measurable results, making it easier to track engagement, conversion rates,
and return on investment (ROI), while also improving customer engagement through real-
time interaction and personalized experiences.
3. How can you use social media for marketing?
o Answer: Social media marketing involves creating and sharing content on platforms like
Facebook, Instagram, and Twitter to promote products or services. By engaging with
followers, brands can build a loyal customer base, increase visibility, and foster meaningful
interactions. Social media also enables targeted advertising, allowing businesses to reach the
right audience based on their interests, demographics, and behaviors.
4. Compare modern marketing over traditional techniques.
o Answer: Modern digital marketing leverages data and analytics to provide insights into
consumer behavior, allowing for highly targeted campaigns. Unlike traditional methods that
rely on one-way communication, digital marketing fosters two-way interaction, where
consumers can engage directly with brands. Modern marketing also allows for real-time
adjustments, ensuring campaigns can be optimized on the go based on performance.
5. Explain the types of mobile marketing.
o Answer: Mobile marketing includes SMS marketing, app-based advertising, in-game
marketing, and location-based services. SMS marketing uses text messages to deliver
promotional messages, while app-based ads appear within mobile applications. In-game ads
are integrated into mobile games, and location-based marketing targets users based on their
physical location, making it effective for local businesses.
6. What are the steps to build a brand with digital marketing?
o Answer: Building a brand with digital marketing starts with identifying the target audience
and creating an engaging online presence through a website and social media. Content
marketing and SEO play vital roles in reaching potential customers, while regular
engagement through social media helps build trust. Consistent branding across channels is
essential to ensure that customers recognize and connect with the brand's message.
7. What is the role of analytics in digital marketing?
o Answer: Analytics track user behavior and interactions with a brand’s content, providing
insights into the effectiveness of digital marketing strategies. Through data analysis,
businesses can identify successful campaigns, optimize underperforming content, and make
data-driven decisions. Analytics also help monitor return on investment (ROI) and adjust
marketing efforts for better outcomes.
8. Analyze the performance of a social media campaign.
o Answer: The performance of a social media campaign can be measured by tracking
engagement metrics like likes, shares, and comments. By comparing these metrics to the
campaign's objectives, businesses can evaluate audience interest and reach. High engagement
usually indicates that the content resonates well, while low engagement may require strategic
adjustments to better align with the target audience’s preferences.
UNIT - II

1. Describe the concept of search engine crawling and indexing.

o Answer: Search engine crawling is the process by which search engines scan web pages to
discover new content. Indexing involves storing and organizing this content to make it
searchable. When a user conducts a search, the search engine retrieves and ranks relevant
pages from its index, making crawling and indexing essential for SEO.
2. What is the significance of keyword research in SEO?
o Answer: Keyword research helps identify the terms that users commonly search for,
allowing content creators to optimize their web pages for relevant queries. By targeting
popular and relevant keywords, websites can increase their chances of ranking higher in
search engine results. Effective keyword research also informs content strategy, making it a
fundamental step in any SEO campaign.
3. Define "Pay-Per-Click" in online advertising.
o Answer: Pay-per-click (PPC) is a digital advertising model where advertisers pay each time a
user clicks on their ad, directing traffic to their website. It allows businesses to target specific
audiences based on keywords, location, and demographics. PPC is a popular choice for
campaigns focused on generating immediate leads or sales, as it provides instant visibility on
search engines or social media platforms.
4. Explain the difference between organic and paid search in SEM.
o Answer: Organic search results are achieved through SEO efforts and appear below paid ads
on search engine results pages. They are free but require time and strategy to rank highly.
Paid search, on the other hand, involves paying for ad placements at the top of search results,
providing instant visibility but with costs based on clicks or impressions.
5. Describe a bidding strategy for a PPC campaign for a travel agency.
o Answer: In a PPC campaign for a travel agency, the bidding strategy should focus on high-
value keywords, such as specific travel destinations or popular vacation types. High bids on
targeted keywords with high conversion potential can drive relevant traffic, while lower bids
on broader terms can maintain budget efficiency. Adjusting bids based on seasonality and
user interest is also important for maximizing ROI.
6. How does ad relevance affect Quality Score in PPC marketing?
o Answer: Ad relevance is a key factor in determining the Quality Score, which measures the
relevance of ads, keywords, and landing pages. A high Quality Score reduces the cost per
click (CPC) and improves ad placement. Relevance ensures that the ad aligns well with user
intent, making it more likely to receive clicks, conversions, and better overall performance.
7. Apply SEO techniques to optimize a blog post for a competitive keyword.
o Answer: To optimize a blog post for a competitive keyword, include the keyword naturally
in the title, headings, and throughout the content. Optimize meta descriptions and use high-
quality images with descriptive alt tags. Off-page SEO, such as building backlinks, can also
improve ranking, while on-page elements like internal links and a well-structured URL
enhance user experience and SEO performance.
8. Analyze display ad effectiveness for a fashion brand.
o Answer: Display ad effectiveness for a fashion brand can be analyzed by comparing click-
through rates (CTR) and conversion rates of different ad creatives. High CTR indicates
engaging visuals or messaging, while conversion rates reveal if the ads are driving sales or
sign-ups. Analyzing these metrics helps determine which creatives resonate best with the
target audience, guiding future campaigns.
UNIT - III

1. What is Email Marketing?

o Answer: Email marketing involves sending promotional or informative content to a list of
subscribers who have expressed interest in the brand. It's used to build customer
relationships, drive sales, and share updates on products or services. Email marketing remains
a cost-effective and direct way to reach targeted audiences with tailored messaging.
2. Describe E-Mail Automation.
o Answer: E-Mail automation involves using software to send emails automatically based on
specific triggers, such as a user's actions or timing. For instance, welcome emails, abandoned
cart reminders, and follow-ups are part of email automation. It saves time, ensures timely
communication, and enhances customer engagement by delivering relevant content.
3. How does lead generation work?
o Answer: Lead generation is the process of attracting potential customers and capturing their
interest in a product or service. Businesses use methods like content marketing, social media
ads, and landing pages with sign-up forms to collect contact information. Effective lead
generation builds a list of potential clients who may convert into paying customers.
4. Define video marketing.
o Answer: Video marketing uses video content to communicate a brand's message, showcase
products, and engage audiences. Videos are shared across platforms like YouTube,
Instagram, and Facebook, capturing attention through visuals and storytelling. Video
marketing is effective in building brand awareness, increasing engagement, and driving
conversions.
5. How to make marketing emails more effective?
o Answer: Effective marketing emails should be personalized, optimized for mobile, and
include compelling subject lines to improve open rates. Clear calls-to-action (CTAs)
encourage readers to take desired actions, such as clicking a link or making a purchase.
Segmenting the email list also ensures that the content is relevant to specific audience groups.
6. Difference between email and social media marketing.
o Answer: Email marketing targets a specific audience with tailored messages, often leading to
higher engagement rates and conversions. Social media marketing, by contrast, reaches
broader audiences and fosters public interaction. While email is more private, social media
offers visibility and community building, both integral for brand growth.
7. How to manage mobile inventory?
o Answer: Managing mobile ad inventory involves monitoring ad placements, availability, and
performance across various mobile platforms. Tools for inventory management provide real-
time updates, ensuring ads appear in optimal placements. It’s essential to optimize for
mobile, as ad formats and performance may vary from desktop placements.
8. Explain Mobile Commerce.
o Answer: Mobile commerce (m-commerce) involves buying and selling goods through
mobile devices, with a focus on user-friendly apps and secure transactions. It allows
consumers to shop conveniently from anywhere and includes services like mobile payments
and digital wallets. With the rise of mobile users, m-commerce has become essential for
retailers.
Unit IV

1. What are the three R’s in digital marketing?

o The three R’s in digital marketing are Repurpose, Repost, and Recycle. These strategies are
essential for maximizing content reach and engagement without creating new content every
time. Repurposing involves adapting content for different platforms, Reposting means
sharing existing content at different times, and Recycling involves updating older content to
make it relevant.
2. What is influencer marketing, and why is it important?
o Influencer marketing uses endorsements from social media influencers to promote products
or services. It is important because influencers can reach a highly engaged and specific
audience, enhancing brand visibility and credibility. This approach leverages authentic
connections between influencers and their followers, making it a powerful tool in digital
marketing.
3. What tasks does a social media manager perform?
o A social media manager handles tasks like goal-setting, strategy planning, and reputation
management for a brand's online presence. They oversee social media content creation,
monitor engagement metrics, and ensure that online interactions align with the company's
objectives to build a strong digital footprint.
4. What benefits do social media marketing strategies have over traditional marketing?
o Social media marketing offers benefits such as cost-effectiveness, targeted reach, and
immediate feedback. Unlike traditional marketing, it allows real-time interaction with
customers and fosters brand loyalty through continuous engagement, making it more
adaptable to audience preferences and market trends.
5. What are key platforms used by influencers?
o Key platforms used by influencers include Instagram, TikTok, and Facebook, as they
provide high engagement and visibility. These platforms support various media formats like
photos, videos, and live streams, allowing influencers to connect authentically with followers
and promote brands effectively.
6. What is the purpose of contextual engagement in customer interactions?
o Contextual engagement tailors interactions based on customer behavior, preferences, and
timing. This approach personalizes experiences, ensuring that customers receive relevant
information and offers, thereby increasing satisfaction and fostering long-term relationships
with the brand.
7. How does LinkedIn benefit marketing efforts?
o LinkedIn is beneficial for marketing as it targets a professional audience and enhances B2B
connections. It helps brands share industry insights, build credibility, and engage with
potential clients or partners, making it a valuable platform for networking and brand visibility
in the professional space.
8. What is the role of feedback in social media marketing?
o Feedback plays a crucial role by allowing brands to understand customer preferences and
adjust strategies accordingly. It provides insights into customer satisfaction and helps
improve services, making social media marketing more responsive and customer-focused.
Unit V

1. Define digital transformation and its key aspects.

o Digital transformation involves integrating digital technology into various business areas to
improve operations and customer experiences. Key aspects include data-driven decision-
making, automation, customer engagement through digital channels, and enhancing
operational efficiency. This transformation reshapes how businesses operate, making them
more competitive and customer-focused.
2. What is user-generated content (UGC), and why is it valuable?
o User-generated content (UGC) is content created by customers or users of a product or
service, often in the form of reviews, photos, or testimonials. UGC is valuable because it
serves as social proof, builds trust, and encourages community engagement. It provides
brands with authentic, customer-driven content, boosting credibility and engagement on
social media.
3. What is channel attribution, and what are some common approaches?
o Channel attribution identifies which digital channels contribute to a conversion, helping
businesses allocate resources effectively. Common approaches include last-click attribution,
which credits the last channel used before conversion, and multi-touch attribution, which
considers all channels involved in the customer journey.
4. Explain the importance of conversion tracking in Google Ads.
o Conversion tracking in Google Ads is essential for measuring campaign success by showing
which ads lead to desired actions, like purchases or sign-ups. It provides data to optimize ad
strategies, improving ROI and helping businesses understand customer behaviors across
campaigns.
5. What is web analytics, and why is it important for digital marketing?
o Web analytics involves collecting and analyzing website data to understand user behavior
and optimize performance. It helps marketers make data-driven decisions, improve user
experience, and achieve campaign goals, making it essential for measuring success and
refining strategies.
6. How does automation impact digital marketing?
o Automation enhances digital marketing by streamlining repetitive tasks, improving
efficiency, and enabling personalized customer interactions at scale. It allows businesses to
nurture leads, optimize campaigns, and maintain engagement without constant manual
oversight, leading to better resource management.
7. What is influencer marketing’s role in modern digital trends?
o Influencer marketing plays a key role by leveraging the trust and authenticity of influencers
to reach targeted audiences. It has gained prominence as it combines social proof with digital
reach, making it an effective way to boost brand awareness and credibility in competitive
markets.
8. What are the KPIs commonly used in web analytics?
o Common KPIs in web analytics include page views, bounce rate, session duration, and
conversion rate. These metrics help measure website performance, user engagement, and
goal completion, enabling businesses to make informed decisions to enhance online
experiences and achieve marketing objectives.