DIV – B

1) What are the major differences between traditional marketing and digital
marketing.
➔
• The main difference between digital and traditional marketing is the medium
through which an audience encounters a marketing message.
• While traditional marketing uses traditional media like magazines and newspapers, digital
marketing uses digital media, such as social media or websites.

Sr.No. Traditional Marketing Digital Marketing

1. Communication is unidirectional. Communication is bidirectional. The

communicates about its products customer can also ask questions or
or services with a group of people. make suggestions about the business
products and services.
2. Medium of communication is Medium of communication is mainly
generally phone calls, letters and through social media, chat, websites and
emails. emails.
3. Campaigning takes more time for There is always a fast way to develop an
designing, preparing and launching. online campaign and carry out changes
along its development. With digital
tools, campaigning is easier.
4. It is carried out for a specific The content is available for general
audience throughout from public. It is then made to reach the
generating campaign ideas up to specific audience by employing search
selling a product or a service. engine techniques.

5. It is a conventional way of It is best for reaching global audience.

marketing; best for reaching local
audience.
6. It is difficult to measure the It is easier to measure the effectiveness
effectiveness of a campaign. of a campaign through analytics.
2) Explain the POEM framework in digital marketing strategy.
➔
P-O-E-M Framework : a good framework can help to organize digital marketing strategy is
Paid, Owned & Earned Media.
• Paid

• Owned

• Earned
3) Explain the digital marketing plan.
➔

4) What skills are required for a digital marketer.

➔
5) Explain the different types of display Ads.
➔
Display ads can be classified into types based on 2 factors:- format and size.
1) Format:- Based on format, display ads can be grouped in 3 categories.
• Image Ads
• Rich media Ads (animation,gif’setc)
• Video Ads (YouTube)

Eg:-

2) Display Ad Size
6) Explain the various buying models available in display marketing.
➔

As there are variety of mediums and formats, there are also a number of different payment models for
display advertising
• CPM
CPM stands for cost per thousand impressions (M is the Roman numeral for a thousand). This means
the advertiser pays for every thousand times the advert loads on the publisher’s page.
• CPC
CPC stands for cost per click. This means that the advertiser pays only when their advert is clicked on,
regardless of how many times it has been viewed. It is also a payment method sometimes used in affiliate
marketing, when the aim is to drive traffic to a new website.
• CPA
CPA refers to cost per acquisition. Using this model means that the advertiser pays only when an advert
delivers an acquisition after the user clicks on the advert. Definitions of acquisitions vary depending on the
site and campaign. It may be a user filling in a form, downloading a file or buying a product.
• CPE

With the cost per engagement (CPE) model , advertisers pay for interactions with adverts, normally placed
in videos or applications, such as Facebook applications. An interaction, referred to as an engagement, usually
starts with a rollover, or mouse-over that expands the ad. An engagement can also be a like, comment, share
or other platform -relevant social action. Once expanded, an advert may contain a video, game, from, or
other interactive content .

7) What factors must be considered to enhance your ad campaigns.

➔
-1. CLEARLY DEFINE YOUR TARGET AUDIENCE
The first thing you need to think about is: who are you targeting? You have to ensure each campaign you make
is aimed at your ideal customer or client. “Talk to everyone and you’ll sell to no one.”
How to define your target?
• First, you need to ask yourself what is the purpose of your product or your service? Which problem is
your product or service trying to solve?
• Second, you need to find who your product or service will help. Basically, you need to define your
personas, a.k.a your ideal customer or client.
2. ESTABLISH YOUR GOALS
Before jumping in, you must figure out what your expectations are for this marketing campaign? What do you
want to accomplish? What is its purpose? Do you want to generate leads, close new customers, re-engage
existing ones (and have them interact with your brand), increase your visibility, increase sales of a particular
product or service, drive more traffic to your website…?

8) What are Ad ranks ?

➔
Ad rank is the position at which your ad would appear in the search engine results. Company must focus
on securing a good rank and maintaining it for their own benefit.
• Basic Ad Auction Model
• The Ad Auction Model Ad Rank=Maximum Bid * quality Score
• Setting the right Bids
The quality score consists of 3 components :
• Landing Page
• Expected CTR
• Relevance
9) Explain the steps in building successful strategy for Social media marketing.
➔
In this ever advancing century of digital media ,social media is playing a key role in both
success and failure of most of organizations. Therefore every organization ought to have a
sound social media strategy so as to succeed in this digital world.
What is social media strategy?
It refers to step-by –step methodological approach to achieving a certain objective using
social media. Like:
• Engaging the customer
• Building the brand
• Generating leads and implementing conversions
• Innovation and new product development
• Managing human resource
• Understanding voice of the customer
• SEO etc.
10) Explain the anatomy for FB Ad campaign .
➔
The structure of an Fb ad campaign is defined at 3 levels
• ad campaign
• ad set

• ad

Facebook has 3 major objectives: awareness, consideration and Conversion

 DIV - A
______________________________________________________________________
_____
Write Notes
a) Mobile Advertising
➔
mobile advertising refers to any form of advertising that appears on smartphones and
mobile devices such as tablets and e-readers. It includes all the interactive channels that
are used by the advertisers to communicate or promote brand information, news or offers,
through mobile devices or networks.

Mobile advertising can include anything from SMS offers, banner advertisements on
websites, ads on downloaded apps and games, and much more. The goal of the marketer
here is to ensure continuous engagement with the consumers by means of different types
of updates
b) Ad Placement
ad placement means the group of ad units that specify the areas on the website where
advertisers can place their ads. Ad placement criteria include the size, type, and location
of the ads.

c) Ad Ranks

Same as above

d) Display Ads

 Ads on TV and print are also a form of display advertising

 Print Media :- most traditional mode

(magazines, journals, newspaper, handouts, broucher, poster ,direct mail etc.).

measurement metrics is : circulation or number of readers.

 Television:- TV ads has video content and has better engagement rates than print
media

 metric:- no of viewers.

 Digital:- display ads include ads for both website as well as mobile.

Metrics used is unique user and page views.

Objectives of Advertising
 Building Brand Awareness
 Creating Consumer Demand
 Satisfying Consumer Demand
 Driving Response and Sales
 Introducing a New Product to the Market
 Explain how a Product Works
 Build Company Image
 Build Brand Preference

Types of Display Ads

Display ads can be classified into types based on 2 factors:- format and size.
1) Format:- Based on format, display ads can be grouped in 3 categories.
 Image Ads
 Rich media Ads (animation,gif’setc)
 Video Ads (YouTube)

2) Size -refer above ans

e) Mobile Marketing features

➔
• Location based services or Proximity Marketing

• Social Marketing on Mobile

• QR Codes

• Augmented Reality

• Outdoor

• Smartphone

• Marker based (Quick Response Code)

• Location Based(GPS)

• Web based AR
Q2. Explain skills required for digital marketing.

(Same as above)
Ans
1. Data Analysis
Data Analytics refers to the utilization of functional procedures and modern
software to gather and process a wide range of information from different online
interactions of your target market.

2. Content Creation
Content creation is the foundation of all modern digital marketing efforts. It’s defined as
the process of conducting research, generating strategic ideas, crafting those ideas into
high-value collateral and then promoting those pieces to a target audience. Digital
content takes many forms, including web pages, blogs, infographics, videos and social
media posts.

3. SEO & SEM

SEO (search engine optimization) is defined as the actions taken to improve and
refine webpages in order for them to rank higher in internet search results. It is very
important to note that SEO refers to organic results. Organic results mean that no
payment was made to the search engine company in order to position better.
SEM (search engine marketing) is defined as a digital marketing strategy aimed at
increasing the visibility of a website or webpage in search engine results pages, also
known as SERPs. This is accomplished through paid advertising and can sometimes be
called paid search or PPC (pay per click).

4. CRM
Monitoring customer experience helps companies understand the growing needs
of their target audience. Digital Marketers need to develop skills of Customer
Relationship Management which involve strategies you can use to monitor and
maximize customer experience

5. Communication Skills
Good communication skills in a digital marketer includes variables such as
spreading impactful messages, establishing trust, and building relationships. The motive
here is to create an impactful message and deliver it to customers in a way that’s clear,
concise, interesting and relevant.

6. Social Media
Social media is becoming an arena for public conversations. Digital marketers
can use that to their advantage to convey relevant message to the relevant audience

7. Basic Design Skills

Visual content today gives you more exposure than written content. Videos are taking
over the internet because they are now known to have a higher conversion rate,
engagement and higher SEO rankings.

It is best practice for Digital Marketers to have basic knowledge about softwares such as
Adobe Creative Suite (Photoshop, After Effects, illustrator, InDesign, etc), Canva,
Inkscape that would help them in creating visual content.

Q3. Explain the strategies of Facebook marketing for business.

Ans:
1. Set Goals
The very first step in your Facebook marketing strategy should be to set goals. Once
you have determined your goals, you can adjust your Facebook marketing strategy
accordingly.
2. Target Audience
Facebook marketing is useless if you aren’t reaching the right people. That’s why
getting the right target audience is so important!
3. Set Your Budget
The next step in your Facebook marketing strategy is to plan your monthly budget.
As the old saying goes: you have to spend money to make money. This has never been
truer when it comes to your Facebook marketing strategy.
This social network is a very money-motivated platform.
As long as you are willing to put some money behind your posts and ads.
4. engaging content
This way you can diversify the topics you post about, plan for any upcoming holidays or
events, and keep your posting consistent.
Also, planning content ahead allows you to ensure you’re only publishing high-quality
content in the best times possible.
5. Plan equally engaging ads
Many of the same strategies behind creating engaging Facebook content can be applied
to creating quality Facebook ads.
You will want to keep the same tips in mind about using bright.
Clear images with faces in them and videos that convey meaning without the need for
sound.
6. Monitor daily
Once you have your posts planned and your ads created with an efficient budget.
The next step of our Facebook marketing strategy is to begin monitoring your Facebook
account.
We recommend monitoring your account every day to respond to comments or
messages on your Facebook Messenger.
Q4. Explain the strategies of Twitter marketing for business.
Ans:

1.Use Twitter hashtags and trends

Tweets with hashtags get almost double the engagement than Tweets without hashtags.
This is an exciting statistic, but it doesn’t mean that you should load up your Tweets
with every hashtag you see. Hashtags are a great way to expose your brand to new
audiences who may be interested in what you have to say.

2. Utilize Twitter ads

Using paid ads on Twitter is a great way to reach your audience in a more direct way
than waiting for organic reach. Promoted Tweets can expand your reach more quickly.

3.Find out when to Tweet

Sprout’s ViralPost™ feature looks at your audience’s activity and even chooses the
most optimal times for you to share updates depending on when your followers are most
active.

4.Engage with your followers

Twitter is all about creating a two-way channel of communication with your audience.
It’s important to create content that encourages your audience to engage with your
Tweets.

5.Set measurable Twitter goals

Your Twitter marketing strategy needs to create measurable goals that will keep your
plan on track. Instead of publishing Tweets and hoping for the best, set goals and
objectives for Twitter.

Q8. Elaborate the LinkedIn marketing for business to business.

LinkedIn is a social networking site that has specifically proven to be a valuable platform for an
individual’s career and professional life.

LinkedIn marketing is the process of using LinkedIn to make connections, generate

leads, improve brand awareness, foster business relationships and partnerships,
share content, and drive traffic to your website.
There are 2 ways of LinkedIn Marketing:

• Organic Marketing: In this, people connect you through your organic activities like through
your content, through your posts, etc.

• Paid Marketing: In this, business leads or people connect you through paid advertisement.
 • Why it is important to have LinkedIn presence
The platform offers variety of opportunities such as job hunting,freelace work and potential partners.
It is used widely for the following purposes:

• Connecting to potential customers and getting updated about them.

• Receiving endorsements and recommendations from their network, thus showcasing skills
and abilities.

• Creating online business card or resume where potential clients, joint venture partners and
employers can earn about the advertisers and build connections.

• Job hunting through LinkedIn

LinkedIn isn’t just for professionals and job seekers. Sure, millions of professionals use
LinkedIn every day to grow their networks and their careers, but you can use LinkedIn
to grow your business too.

Importance of a LinkedIn marketing strategy

LinkedIn is less about selling or marketing your products and services than other social
platforms. On LinkedIn, blatantly pushing your business, spamming and obvious
hardselling are highly frowned upon. This is why having a marketing strategy specific to
the platform is so important.

Q5. Explain the strategies of LinkedIn marketing for business.

Ans
Linked In offers multiple marketing opportunities for individual as well as
organizations.
• Build a robust company page on LinkedIn
• Use an image that gets Attention
• Create a clear and captivating pitch in description
• Make your overview section clickable
• Use of careers feature
• Linked in Groups (size, domain, active groups)
• Leverage paid ads and sponsored updates
• Use advanced search

LinkedIn Content Strategy

• Time it well
• Post at least 20 times a month
• Create a affiliate page
• LinkedIn Pulse
Q6. Discuss the Concept of Search Engine Optimization.
➔
Search engine optimization (SEO) is the art and science of getting pages to rank higher
in search engines such as Google. Because search is one of the main ways in which
people discover content online, ranking higher in search engines can lead to an increase
in traffic to a website.

Search engine optimization is a key part of online marketing because search is one of
the primary ways that users navigate the web.

Search results are presented in an ordered list, and the higher up on that list a site can
get, the more traffic the site will tend to receive. For example, for a typical search
query, the number one result will receive 40-60% of the total traffic for that query, with
the number two and three results receiving significantly less traffic. Only 2-3% of
searchers click beyond the first page of search results. Thus, even a small improvement
in search engine rankings can result in a website receiving more traffic and potentially
business.

SEO working:

Search engines such as Google use an algorithm or set of rules to determine what pages
to show for any given query. These algorithms have evolved to be extremely complex,
and take into account hundreds or even thousands of different ranking factors to
determine the rankings of their SERPs. However, there are three core metrics that
search engines evaluate to determine the quality of a site and how it should rank:

• Links - Links from other websites play a key role in determining the ranking of a
site in Google and other search engines. The reason being, a link can be seen as a
vote of quality from other websites, since website owners are unlikely to link to
other sites that are of poor quality. Sites that acquire links from many other sites
gain authority (called "PageRank" in Google) in the eyes of search engines,
especially if the sites that are linking to them are themselves authoritative.
• Content - In addition to looking at links, search engines also analyze the content
of a webpage to determine if it would be relevant for any given search query. A
large part of SEO is in creating content that is targeted towards the keywords that
search engines' users are searching for.
• Page structure - The third core component of SEO is page structure. Because
webpages are written in HTML, how the HTML code is structured can impact a
search engine’s ability to evaluate a page. Including relevant keywords in the
title, URL, and headers of the page and making sure that a site is crawlable are
actions that site owners can take to improve the SEO of their site.

Q7. Explain in brief the Campaign Development Process.

➔
An effective campaign demands a great deal of time, patience and planning. If
you’ve never run a marketing campaign before, it can be tough to understand all of
the working parts.

• Outline Your Individual/ Company Marketing Goals.

• Establish SMART (Specific, Measurable, Attainable,

Realistic and Timely) goals for best results

• Determine Your Budget

• Perform Marketing Research

• Determine Your Target Personas

• Outline Campaign Goals

• A Marketing Campaign Elements

• Content Creation

• Promotion & Execution

• Analyse your marketing campaign

Step 1: Determine Your Objective and Budget
Every marketing campaign must start out with an objective and a budget. Your
objective may be to get qualified leads. It could be to convert leads into first time
customers. Or, it could be to get past customers to purchase again.

Step 2: Identify Your Target Audience

Once you know your objective and budget you’ll need to identify your target audience.
These are the people or companies to which you will address your campaign. The more
specifically you determine your target, the higher your potential return on investment.

Step 3: Create Your Message

Creating your message is the fun part of the campaign. You’ll need to fit the message
about your product or service to your audience. The more you know about them, the
higher your potential response rate. The two factors about your audience you’ll need to
consider when creating your message is the problem they have that needs fixed or an
unmet need.

Step 4: Develop Your Media Strategy

Now that you know your target audience and the message you will communicate, you
can focus on how to deliver that message. Choosing the media may be the most
challenging part of your campaign planning. That’s because there are so many different
channels to choose from.

Step 5: Implement Your Marketing Campaign

Implementing your plan should be the easiest part if you plan well from the beginning.
You’ll need the right team to coordinate all the scheduling and activities for each parts
of the campaign.

Step 6: Measure & Analyse Your Results

The last step in a marketing campaign involves the analysis of the results. You’ll be
amazed at what you could find with all the statistics. Your results can show you which
targets responded best and what channels provided the best opportunity to reach your
target.
Q9.Discuss the buying models for digital marketers.
(same as Q6)
➔
CPI- Cost Per Install
In mobile app marketing, CPI refers to media programs where the advertiser pays for
every installed app. Lots of app marketing is purchased CPI because it is a fast way to
drive installs. But the quality of installs driven varies by media vendor. Some CPI
vendors are extremely reputable and work hard to find users that will likely use an app.
Others use incentives like giving a user free “gold” for a game in exchange for their
downloading an app. These “incentivized installs” tend to be of low quality. In addition,
there are also very disreputable companies that drive installs with bots.

CPM- Cost Per Mile

CPM stands for cost per thousand Impressions (the M is the Roman numeral
abbreviation for 1,000). CPM is one of the most common ways of buying digital media.
You essentially pay for every time your ad loads on a page or in an app. It’s a simple
way to buy but is coming under increasing scrutiny because the client is charged for the
impression whether or not a consumer actually sees it. If for example, the ad appears
below the browser window and the user never scrolls down, the advertiser still pays.
Numerically, if CPM of an Ad is 12$ then per impression pay for the ad would be 0.12$.

CPC- Cost Per Click

CPC stands for cost per click advertising. Here the advertiser pays when a click is made
on an ad. Some advertisers prefer to buy CPC versus CPM because they believe they
only pay when someone is interested enough in the message to want more info. Some
CPC programs are very effective, but there is a potential for fraud if a company
deliberately uses bots or some other technique to drive clicks not initiated by a real
person.

CPL- Cost Per Lead

CPL is short for cost per lead, meaning that the advertiser pays when a lead form is
completed and submitted. CPL is common in B2B marketing, where it is unlikely that
someone will make a purchase immediately. It can be a very effective way to buy,
though there is some risk of fraud if bots are programmed to fill in leads automatically.

CPA & CPS- Cost Per Acquisition & Cost Per Sale

Cost per acquisition or Cost per sale. Here the advertiser pays only if a purchase is
made. This is the relatively low-risk way to buy media because the advertiser only pays
when revenue is driven. But many media companies won’t sell media this way because
they must assume all of the risks in the ad buy. If no one buys, they make no money.