UNIT-I

Question 1
Scenario: "EcoBazaar - The Sustainable Online Marketplace" In the year 2024, EcoBazaar emerges as a
revolutionary online marketplace dedicated exclusively to sustainable and eco-friendly products. The platform
aims to connect conscious consumers with environmentally responsible sellers, fostering a community
committed to a greener lifestyle. Here's a glimpse into the EcoBazaar online market space

Figure 1 Market Space

(i)
Complete the missing statements for the traditional vs digital marketing.

S.NO Comparison Traditional Digital Marketing

Marketing

1 Medium Offline channels ?

2 ? Local or Regional ?

3 Duration of ? Continuous and

exposure extended duration

(ii) Suggest the suitable digital marketing platforms to reach your targeted audience and justify.
(iii) Avengers End game was a plan to be released worldwide. Identify the phases that Marvel
Studio uses to reach the audience from different countries and different age gap.
Question 2
EcoLiving Co., a startup dedicated to promoting sustainable living practices and eco-friendly products, sees the
opportunity to establish a strong online presence through the creation of a brand website. The company aims to
educate, inspire, and sell products that contribute to a greener lifestyle. Here is a plan for planning and creating
the EcoLiving Co.

Figure 2 A Startup Company

(i) Refer the figure 2 and infer how the Digital Marketing applications to reach the maximum local and global
audience for online business environment.
(ii) Based on the above Figure 2, Eebees bakery owner wants to know the traditional and digital marketing
differences for future business plan.

S. Traditional Digital
Comparison
No Marketing Marketing
1 Low High ?

2 Static ? Nature

3 ? Possible ?

4 ? ? Reach
(iii)

Figure 3 – Market Space Company

Refer the scenario , and complete the missing blocks that are famous in Market Space Company among
business environments.

UNIT-II

Question 1
Search engine marketing is arguably the most important digital marketing channel for customer acquisition. Now
you are using Google search engine to search about car insurance. Based on the information solve the
following questions.

Figure 1 – Search Engine Optimization

(i) From the hint, select the correct algorithm for the below mentioned statement:
a. Moving us away from the strict adherence to keywords toward understanding a
 searcher’s intent
b. Google's local search algorithm
c. Machine learning-based search engine algorithm
Hint: Panda, Penguin, Rank Brain Update, Possum Pigeon, Humming Bird
(ii) Predict whether the given process matches with the IDIC approaches, if not map with the suitable
approaches.
1. Common methods for identification are the use of cookies or asking a customer to log on to a
site – Interaction
2. This refers to building a profile to help segment customers – Communication
3. These are interactions provided on-site such as customer service questions or creating a tailored
product – Differentiation
4. This refers to personalization or mass-customization of content or emails according to the
segmentation achieved at the acquisition stage – Identification
(iii) Refer the given scenario and indicate the important prerequisites in the below figure 2 to get a grand
success in the online business by using loyalty model in the digital marketing.

Figure 2 – Online Business

Question 2
Imagine you have a small, local bakery named "Sweet Delights." Your goal is to enhance the online presence of
your bakery in the local community and attract more customers.
 Figure 3 SEO- On and Off Page
(i) Prepare six on-page SEO factors for your own website.
(ii) Identify the types of search (paid, local, organic )
1. Google shopping Ads
2. Pizza delivery
(iii) The rewards of revenue model is given below:
I. Ease of conversation
II. Increased awareness
If so justify.

UNIT-III
Question1
Bean Haven can start a newsletter to share updates, exclusive promotions, and upcoming events.
Offering discounts or freebies to subscribers can incentivize customers to sign up, fostering a stronger
connection with the brand use of email marketing.

Figure 1 Email Marketing

(i) Pinpoint the Listen, Management Repudiation and Transform the brand strategies of social
media marketing from the listed below.
a) Reach
b) Act
c) Convert
d) Engage
e) Audience
f) activity
 g) Publishers
h) Competitors
(ii) Read the statements carefully and find the suitable statement for the Pay per click and Quality
Score.
a) It is not specific to Google Ads, but it is the most common type of paid campaign.
b) The relevance of your keywords, the quality of your landing page, and your past
performance on the SERP.
(iii) Refer the above figure 1, outline the key types of social media platforms for develop a strategy
in the social media company site.
Social Social
S. No Social Search Social Blogs
Networks Knowledge
1 Linked In ? RSS Feed ?
Q & A How O
2 ? Yahoo Bing ?
Sites
Google Product
3 Facebook ? ?
Search
Niche
4 ? ? Company Forum
Communities

Question 2
Case1:
PPC,whichstandsforpay-per-click,isanonlineadvertisingmodelwhereadvertisersrunadsona
platform such as Google Ads and pay a fee every time someone clicks on it.Run almost any
search onGoogle (or Bing), and you will see ads displayed at the top ofthe results page. Most
commonly, youwill find that businesses start their PPC marketing on Google Ads, for the
simple reason that it givesaccess to the largest audience ofpotentialclients and customers, as
wellas a number ofdifferentwaysto setup and runcampaignsdepending on yourgoals.
Case2:

Figure 2 - SMS Example about a discount offer

Sanju received a message in his phone from “TOP STYLE”.“50% OFF ONLINE ORDERS!
TODAYONLY!”
(i) By referring the case 1, predict the online advertising layouts.
(ii) By referring the case 2, indicate the standard ad sizes defined by the Interactive
Advertising Bureau (IAB).
 (iii) Refer the scenario figure 2and find steps1,2, 4, and 6tomakeavideofor yourbusiness.
1. ____________________
2. ____________________

3. Understandanduseyourcameras.
4. ____________________

5. Prepareyour talent.
6. ____________________

7. Organize your footage.

8. Recordyourvoiceover.
9. Choose yourmusic.

UNIT-IV

Question 1
The importance of social media is undebatable. It is a powerful channel of marketing — a game
changer for any business. It provides us the flexibility to communicate at both personal as well as
business levels. Business owners can improve search rankings, leads, sales, and traffic using
search media. This can be done at reduced marketing expenses. Besides business, it is a cool
platform to connect with friends and dear ones.
 Figure 1 - Social Media Marketing
(i) Complete the statement with the correct KPI’s from the given below table:
KPI Description
? Number of Likes, Number of Shares, Number of Comments,
Number of Mentions, Average engagement rate

Engagement ?
? Followers or Subscribers count, Number of Impressions, Amount of
traffic to the website, Audience growth rate, Post reach, Share of
voice.

(ii) Indicate the correct subject lines that generating a higher open rate in the digital marketing.
a) SOCIAL MEDIA STATS YOU NEED TO KNOW FOR 2022”
b) SOCIAL MEDIA STATS FOR 2022”
(iii) With reference to the hint predict the suitable Email marketing technique used by the below applications:
a. If you sign up for an industry webinar, you will fill out a form and receive a thank-you email, which
gives you login information to join
b. Special Offer Emails
c. Email every time there is a new login or access from a new device
d. The man feeding a remote Alaska town with a Costco card and a ship
e. The email cannot be accepted by the mail server
Hint: hard bounce/soft bounce/security check emails/transactional emails/promotional emails/email
newsletter

Question 2
A Facebook page is a great free marketing tool for businesses. These pages let businesses
identifythemselves – not just through listing product offerings and services, but also by sharing links,
image and posts on a customizable page to give a better sense of a business’s personality and
character.

Figure 2 - Social media marketing for Dollar shave club

(i) Identify the social media marketing platforms for the business.
(ii) In the given scenario 2, consider the following statements:

a) Relatively low cost of fulfillment

b) Direct response medium encourages immediate action
c) Faster campaign deployments

Are these statements are benefits of E-mail marketing in CRM? If so, Justify.
(iii)
When developing an email marketing, there are several options to review as a part of
E-CRM. Now conclude the missing suitable checklist options for using outbound email
marketing in the given statements.

S.NO Check List Process

These tend to be less regular and are sending out as
i Event-triggered email part of an automated touch strategy
sequence
Someone visits a web site and expresses interest in a
ii product or service
?

These are periodic emails to support different

iii objectives
?
 Consider options of different frequency such as
iv weekly, monthly or quarterly with different content for
? different audiences and segments
v A horrible word! It refers to the difficulty of displaying
Render ability the creative as intended within the in-box of different
email reading systems.
vi Email recipients are most responsive when they first
? subscribe to an
email

UNIT-V
Question 1
Artificial intelligence is still in the early stages of development, there were plenty of useful examples of
AI-based marketing efforts in 2022

Figure 1-Digital transforms

(i) Pinpoint the process that allows businesses to advertise their products, services, offerings, applications,
as well as other products to internet users. Justify.
a. Google Search Engine
b. Google AdWords
c. Google One
 d. Google Chrome
(ii) Conclude whether the user can use the other Ad networks alongside Google AdSense on your blog.
(iii) Refer the scenario, and outline the AdSense bidding formats will work best for the spice company in
EVEREST by comparing them.

Question 2
Consider Bank(SBI) for digital marketing plan SOSTAC is a simple, logical system that delivers a reassuring
sense of order andcreates a structure that allows departments, divisions and different products to use the same
planning template, which, in turn, allows product plans to be aggregated into asingle master plan more easily.

Figure 2 Situation Analysis

(i) Conclude the Social Media Solutions into Your Digital Transformation Initiative using the below:
[Hint: Identifying, conducting, determining, creating, analyzing ]
1. Comprehensive Social Media Strategy
2. Market Research on Current Trends
3. Opportunities for Social Media Innovation
4. Results of Your Social Media Efforts
5. What Platforms to Utilize
(ii) Indicate the missing business tactics in the below given figure 3 for SBI Life insurance.
 .
Figure 3- SBI Life Insurance

(vi) "An online retail company is based on United States but ships to customers all over the world.”
Identify the targeting option that should be refined for the above statement.