Unit 1

2 marks Questions:

1) What is digital marketing.

Ans: Digital marketing is basically applying all marketing techniques to
digital channels. Different sources can be used to promote services and
products like SMS, search engines, email, websites, social media and
mobile devices.

2) What is digital marketing platform?

Ans: A digital marketing platform refers to a comprehensive online tool or
software that enables businesses and marketers to plan, execute, manage,
and analyse various digital marketing activities and campaigns.

3) Expand PPC & ROI.

Ans: PPC :-- Pay Per Use.

ROI :-- Return On Investment.

4) List any two types of Digital Marketing Channels?

Ans: *Paid Search/Pay Per Click (PPC)

*Content marketing.

5) What is SMART FRAMEWORK?

Ans: The SMART framework provides the framework for setting clear,
attainable goals in project management. The acronym stands for Specific,
Measurable, Attainable, Relevant, and Time-bound.

6) What is SWOT ANALYSIS?

Ans: SWOT analysis (strengths, weaknesses, opportunities, and threats) is
the counterpart to a competitive landscape analysis. It offers a framework
to analyze your business against other forces in your market. Use this
process to identify what’s working, spot potential organic growth
opportunities, and prepare for external threats.

7) What is SEO?
Ans: Search Engine Optimization (SEO): Some platforms offer tools to
optimize websites and content for better search engine visibility and
rankings.

8) What is traditional marketing?

Ans: The traditional way of marketing lets businesses market their products
or administrations on print media, radio and TV commercials, bill boards,
business cards, and in numerous other comparable ways where Internet or
web-based social networking sites were not utilized for promoting

9) What is downside of traditional marketing?

Ans: The Downside to Traditional Marketing:

• There is very little interaction between the medium used and the
customersIt is more of providing information to the public that the brand
exists with the hope of these people patronizing the brand.

• Print or radio advertisements can be very costly-Printing materials can

be expensive and you need to hire people to distribute these.

• Results on this marketing strategy cannot easily be measured.

10) What is A/B testing?

Ans: A/B Testing: Users can conduct split testing to compare different
versions of campaigns, ads, or content to identify the most effective
strategies.
11) What do you mean by personalisation in digital
marketing?
Ans: The platform enables tailoring marketing messages and content to
specific segments or individual users, enhancing engagement and
conversion rates.

12) What is search advertising?

Ans: In digital marketing, search advertising is a method of placing online
advertisements on web pages that shows results from search engine
queries. Through the same search engine advertising services, ads can also
be placed on web pages with other published content.

13) Write a short note on cross-channel advertising?

Ans: Cross-channel advertising refers to the process of disseminating paid
messages to prospects across multiple devices and on a variety of digital
marketing channels. The ultimate goal is to us her consumers towards
purchasing a product or services. By targeting prospects who have already
show interest in your ads or posts on another channel, like face book

14) What is pay per clicks?

Ans: Paid search, also known as pay-per-click (PPC) advertising, usually
refers to the paid result that appears at the top or side of a search engine
results page. These advertisements charges when you click the ads and
these ads will only show when certain targeted keywords or search phrases
are entered into the search engine box.

15) What is on-page SEO?

Ans: On-page SEO focuses on all of the content that resides “on the page”
while viewing a website. You may answer queries for readers and rank
better on search engine results pages (SERPs) by analyzing keywords for
their search volume and intent (or meaning).
16) What is off-page SEO?
Ans: Off page SEO focuses on all of the action that occures "Of the page"
while optimizing your website including link building, guest posting, social
media marketing, and more. The goal of off-page SEO is to get search

17) What is technical SEO?

Ans: It is concerned with backend your website and how your pages are
coded.

SEO is all about improving a website's technical aspects to increase its

pages' ranking in the search engines. Making a website faster, easier to
crawl, and more understandable for search engines are the pillars of
technical optimization.

18) What are the five criteria should be met by emails to

be successful?

Ans: To be successful, your marketing emails should meet five key criteria.
They must be:
● Reliable
● Appropriate and relevant
● Informal but not too informal
● Blended across channels
● Strategic

17) Why digital marketing define audience segmentation

and buyer persona?

Ans: A key reason why digital marketing is important is because it allows

you to target your audience with great precision.
For any digital marketing campaign to be successful, you need to know
who you’re targeting. Segmenting your audience and then building
buyer personas for each of those segments can provide you with
insights about what types of marketing will be most effective.

18) What are the factors that affect budgeting and

resourcing?

Ans:

1. Understand Your Business Goals

2. Determine Your Total Budget
3. Allocate Budget to Different Channels
4. Prioritize High-Impact Channels
5. Campaign-Specific Budget

19) Why KPI are useful in digital marketing?

Ans: Identify relevant KPIs that align with your objectives. KPIs
provide measurable metrics to track progress. For instance, if your
goal is to increase social media engagement, KPIs could include
likes, Comments, shares, and click-through rates.

20) Write a note on display advertising?

Ans: Based on your audience profile and your products, select ad space in
specific websites from where you can get good traffic. Display ads can be
anything from the banner ads to videos. In the Online world, it is
considered as one of the most effective ways of digital branding. Instead
of Developing text-based communication, create interesting videos or
images that will speak on behalf of your brand.

21) What is content marketing?

Ans: Content marketing aims to educate and inspire people seeking

knowledge rather than being Commercial. When you provide valuable
content to your audience, you may position yourself as a thought leader
and a reliable source of information.

22) Mention any five channels that can be utilized

for social media marketing.

Ans: You can utilize the following channels for social media marketing:
● Facebook
● Twitter
● LinkedIn
● Instagram
● Snapchat
● Pinterest

23) What is Marketing automation?

Ans: Marketing automation is a critical medium that links all of your

digital Marketing endeavors. In fact, organizations that automate lead
management enjoy a 10% or more increase in revenue within six to
nine months. Without it, Your campaigns will resemble an incomplete
puzzle missing a critical Component.
Marketing automation software: Marketing activities and procedures are
simplified. Results are measured. Calculates the return on investment of
your digital marketing.
 Long answer questions

1. Difference between traditional and digital marketing

Traditional Marketing Digital Marketing
1. Communication is unidirectional in traditional 1. Communication is bidirectional in Digital
marketing, which means an organization marketing as businesses can communicate
communicates about its services with its with customers and customers can ask
audiences. queries or make suggestions to
Businesses as well.
2. Medium of communication is generally phone 2. Medium of communication is more
calls, emails and letters. powerful and involves social media
websites,chats,apps and email.
3. Campaign takes more time as designing, 3. Campaign can be developed quite rapidly
preparing and launching are involved. and with digital tools, channelizing digital
marketing campaign is easier.
4. It is best for reaching local audience. 4. It is very effective for reaching global
audiences.

5. It is almost impossible to measure the 5. It lets you measure effectiveness of a

effectiveness of a traditional marketing digital marketing campaign through
campaign analytics
2. Write a note on history and evolution of digital marketing

Digital marketing first appeared as a term in the 1990s but, as mentioned above,
it was very different world then; Web 1.0 was primarily static content with very
little interaction and no real communities. The first banner advertising started in
1993 and the first web crawler (called WebCrawler) was created in 1994–this was
the beginning of search engine optimization (SEO) as we know it. Once Google
started to grow at pace and Blogger was launched in 1999 the modern internet
age began.
Blackberry, a brand not connected with innovation any more, launched mobile
e-mail and MySpace appeared. MySpace was the true beginning of social media
as we define it today, but it was not as successful as it could have been from a
user experience perspective and ultimately that is what led to its downfall.
Google’s introduction of Adwords was their real platform for growth and
remains a key revenue stream for them to this day. Their innovation, simple
interface and accurate algorithms continue to remain. Cookies have been a key
development in delivering relevant comments and therefore personalizing user
experience. “One of the technologies which really brought information
revolution in the society is Internet Technology and is rightly regarded as the
third wave of revolution after agricultural and industrial revolution”. The first
search engine started in 1991 with a network protocol called Gopher for query
and search. In 1993, the first clickable banner went live, after which Hot Wired
purchased a few banners ads for their advertising.
This marked the beginning of a new era, the digital era of marketing.
Because of this gradual shift, the year 1994 saw new technologies entering the
digital market place. The very same year, Yahoo was launched.
1998 saw the birth of Google. Microsoft launched the MSN search engine and
Yahoo brought to the market Yahoo web search. In 2000, the internet bubble
burst and all the smaller search engines were either left behind or wiped out
leaving place for the giants. Then in 2006, digital marketing world saw its first
steep surge. At that time, search engine traffic already grown to about 6.4
billion in a single month.
Soon, Google began to expand and along with this social networking sites began
to emerge. My space was the first social networking site followed by Face book.
With this, companies realized that all these new sites are opening new doors of
opportunity for them to market their products and brands. Products marketed
digitally are now available to customers at all times. Statistics collected by the
Marketing tech blog for 2014 show that posting on social media is the top online
activity in the US. The average American spends 37 minutes a day on social
media. 99% of digital marketers use Face book to market, 97% use Twitter, 70%
use Google+, 69% use Pinterest and 59% use Instagram. 70% of B2C marketers
have acquired customers through Facebook.67% of Twitter users are far more
likely to buy from brands that they follow on Twitter.83.8% of luxury brands
have a presence on Pinterest. The top three social networking sites used by
marketers are LinkedIn, Twitter, and Face book.

3. Write a note on traditional marketing

The traditional way of marketing lets businesses market their products or
administrations on print media, radio and TV commercials, bill boards, business
cards, and in numerous other comparable ways where Internet or web-based
social networking sites were not utilized for promoting.
However, traditional promoting approaches had constrained client
reach ability and extent of driving clients’ purchasing conduct. In addition,
traditional marketing methods were not quantifiable too.
There are many face to traditional marketing and examples might
include tangible items such as business cards, print ads in newspapers or
magazines. It can also include posters commercials on TV and radio, bill
boards and brochures. Traditional marketing is anything except digital
means to brand your product or logo.
Another overlooked means of traditional marketing is when people find
a particular business through a referral or a network and eventually you
build a rapport with them.
Because of its longevity, people are accustomed to traditional
marketing. Finding ads in magazines and newspapers, or reading billboards
are still familiar activities and people still do them all the time.
Most of the time, traditional marketing is reaching only local audience
even though it is not limited to one.
There are some aspects where traditional marketing wins over the
online advertising battle, which include Target Local Audience, Materials
 are for keeps, More personal and Simpler process.
One of the primary disadvantages of traditional marketing is that the
results are not easily measured, and in many cases cannot be measured at
all.
In most cases, traditional marketing is also more costly than digital
marketing. And perhaps the biggest disadvantage today is that traditional
marketing is static which means there is no way to interact

4. Explain Benefits and downsides of Traditional Marketing

Benefits of Traditional Marketing:
You can easily reach your target local audience. For example, a radio ad
might play in one location: your city or region. Or mailbox flyers will go to
households in a select number of suburbs.
Convenient For Customers – Most traditional marketing methods are
suitable for customers. For example, businesses can send out mailings or
make phone calls without having to leave their homes.
Fast – Traditional marketing can be very fast, as campaigns can be
launched quickly without much planning. This is advantageous in times of
crisis or when a new product or service is urgently needed.
Personal Connection with Customers – Traditional marketing allows
businesses to build personal relationships with their customers, providing
them with a level of service and attention that is difficult to replicate through
online or other forms of marketing. This emotional connection typically
results in a higher customer satisfaction rate.
Widely Accepted – Traditional marketing is widely accepted by most
businesses, as it has been used for many years. This means that a lot of trust
and credibility are built over time.
Flexible – Traditional marketing can be very flexible, as different
campaigns can be launched at other times and in different ways. This means
that it can be used to target a wide range of customers.
The Downside to Traditional Marketing:
 There is very little interaction between the medium used and the
customers-It is more of providing information to the public that the brand
exists with the hope of these people patronizing the brand.
Print or radio advertisements can be very costly-Printing materials can be
expensive and you need to hire people to distribute these.
Results on this marketing strategy cannot easily be measured.

5. Write a note on importance of digital marketing

Digital marketing offers the ability to reach and engage target audiences in ways
which were never before possible. A strong digital marketing strategy can deliver
a far higher return on investment(ROI) than traditional marketing methods.
People are consuming digital content at a never seen before rate. More than half
of the planet now has regular access to the internet, spending an average of 6
hours online per day presenting massive opportunities for brands and
businesses. Such trend will not slowdown, as the number of internet-connected
portable devices is on the rise. Gartner reported that smart phones surpassed
the sales of feature phones for the first time in 2013, while the 2014Q3 report
from Global web index reports that consumers are now spending more time
with online media than they are with traditional forms of media.
However, the particularities of the digital world and its appropriation for
marketing have fostered the development of channels, formats and languages
that have led to tools and strategies that are unthinkable offline.
Today, Digital Marketing has become a new phenomenon that brings together
customization and mass distribution to accomplish marketing goals. The
development of Digital Marketing strategies offer much potential for brands
and organisations.
Otero and Rolan (2016) put forward, some of them are:
Branding: platform is a great opportunity to build a brand image on the Web
due to their scope, presence and constant updates.
Completeness: the advantages of assembling information through links offer
customers the chance to approach the organization in a wider and customized
way.
Usability: simple and user-friendly platforms are available for all to
improve user experience and allow for their activities.
Interactivity: internet offers the possibility of having a conversation and
therefore generating a positive experience with the brand.
Visual communication: with digital marketing, marketers have different
image and video-based tools. This helps to reach audiences and get them
involved in your activities.
Community connection: internet offers the opportunity for business to connect
with their audience.

6. Explain Benefits of Digital Marketing

Benefits of Digital Marketing: You can target a local audience, but also an
international one. Further, you can tailor a campaign to specific
 audience demographics, such as gender, location, age and interests.
This means your campaign will be more effective. Your audience can choose how
they want to receive your content. While one person likes to read a blog post,
 another person likes to watch a YouTube video.
Traditional marketing doesn't give the audience a choice. Most people hate
receiving sales flyers in their mailbox or phone calls at inconvenient times on stuff
that they have little interest in. Interaction with your audience is possible with
the use of social media networks. In fact, inter action is encouraged.
 Traditional marketing methods don't allow for audience interaction.
You can encourage your prospects, clients and followers to take action, visit your
website, read about your products and services, rate them , buy them and
provide feedback which is visible to your market. Digital marketing is cost-
efficient. Though some invest on paid ads online; however, the cost is still
cheaper
 compared to traditional marketing Data and results are easily recorded. With
Google Analytics and the insights tools offered by most social media
 channels, you can check on your campaigns at anytime. Unlike traditional
marketing methods, you can see in real time what is or is not working for your
business online and you can adapt very quickly to improve your results. Level
playing field: Any business can compete with any competitor regardless of size
with a solid digital marketing
 strategy. Traditionally a smaller retailer would struggle to match the finesse of
the fixtures and fittings of its larger competitors. Online, a crisp well thought out
site with a smooth customer journey and fantastic service is king – not size. Real
time results: you don’t have to wait weeks for a boost to your business like you
would have to waiting for a fax or
 form to be returned. You can see the numbers of visitors to your site and its
subscribers increase, peak trading times, conversion rates and much more at the
touch of a button. Brand Development: A well maintained website with quality
content targeting the needs and adding value to your target
 audience can provide significant value and lead generation opportunities. The
same can be said for utilizing social media channels and personalized email
marketing. Viral: how often do your sales flyers get passed around instantly by
your customers and prospects? Online, using social
 media share buttons on your website, email and social media channels enables
your message to be shared incredibly quickly. If you consider the average
Facebook user has 190 friends of which an average of 12% see their liked
postsyour one message has actually been seen by 15 new prospects.

7) Explain characteristics of Digital Marketing

Characteristics of Digital Marketing:
We are living in the digital age today. Outdated marketing won’t help
you get profits you desire for. Digital Marketing is a necessity today of
almost every business. There is no way around it. The way you dedicated
a lot of your time and effort to making your product, similarly it is
important to invest in a complete digital strategy to launch and show
your product or services to your targeted audience and continually
improve your brand presence online. Successful Digital Marketing
Campaign requires a lot of time following through analytics and data to
find insights. Here are some characteristics: Get a Quality Company
Website:
 What was a novelty a mere decade ago is a critical requirement today.
A business website is a pseudo B2B portal, allowing businesses and
customers from around the world to connect with you. A business
website is similar to your Company brochure, available 24×7, and
projects you as a professional outfit.
Social Media Presence:
The biggest achievement of this digital era has been the ease with
which people have learnt to communicate- Social Media websites like
Facebook, Twitter, Google+, Pinterest, YouTube etc. are the latest
methods to communicate across wide demographics of age, taste and
culture. By actively promoting your company on these social media, you
are getting the world to talk about you.
Blogging and Forums:
Here is a powerful axiom- 'Content is King'. Produce powerful, genuine
and compelling content as part of your Company blog. Be a regular on
relevant forums and discussion panels. Learn the art of connecting your
business themes into the content that you produce. In time, your
content will stand up to be the biggest promoter of your brand.
List your business on the three biggest listing services:
Register your business on 'Google Places'- this allows your business to
feature on Google searches and be listed on Google Maps. Other
business data bases that you must be part of include 'Yahoo! Local' and
Microsoft's 'Bing'. Joining these services is free; setting up an account
takes very limited time and the far reach of these services translates to
free promotion for your business.
Email Marketing:
In recent times, bulk emailing isn't a very favored promotional concept.
However, if done well, and with good intentions, email marketing could
be a powerful tool in your Company's online promotional arsenal.
Personalized emails speak directly to the target audience, helps you get
an immediate response and can aid in the opening of a line of
communication with your prospective customer base. It's free and fast
promotion-with an impactful feedback.
A Dedicated Digital Marketing Expert:
If you aren't sure about pulling off a good promotional job individually,
may be it's a good idea to hire a n innovative, enthusiastic Digital
Marketing Consultant to handle your Company's online promotional
strategy. This action will allow you to be on top of your promotional
ideas while employing a professional to implement concepts that drive
towards your expected results.
8) Explain different platforms of Digital Marketing
A digital marketing platform refers to a comprehensive online tool or software
that enables businesses and marketers to plan, execute, manage, and analyze
various digital marketing activities and campaigns. These platforms offer a
centralized hub where marketers can create, automate, and optimize their online
marketing efforts across multiple channels and platforms. An integrated digital
marketing platform is a combination of integrated tools and technology that
allow marketers to manage big chunks of their digital marketing responsibilities.
Search Engine Marketing (SEM):Involves paid advertising on search engines,
commonly through Google Ads.
Social Media Marketing (SMM):Utilizes social media platforms like Facebook,
Instagram, Twitter, and LinkedIn for advertising and promotion.
Content Marketing: Focuses on creating and distributing valuable, relevant
content to attract and engage a target audience.
Email Marketing: Involves sending targeted messages to a group of people via
email to promote products or services.
Influencer Marketing: Collaborates with influencers to promote products or
services to their audience.
Video Marketing: Uses video content on platforms like YouTube or social media
to engage and inform the audience.
Display Advertising: Utilizes visual ads such as banners on websites to promote
products or services.
Mobile Marketing: Targets users on mobile devices through various channels like
apps, SMS, or mobile websites.
Search Engine Optimization (SEO): Aims to optimize a website's visibility in search
engine results organically. Each platform has its strengths and is suitable for
different marketing goals and target audiences.

9)Explain key features of Digital marketing platform

Key features of a digital marketing platform often include:
Multi-channel Integration: The platform allows marketers to manage campaigns
across various digital channels, such as social media, search engines, email,
content marketing, and more.
Campaign Management: Users can create, schedule, and launch marketing
campaigns, including advertisements, content distribution, and promotional
activities.
Automation: Automation features streamline repetitive tasks, such as sending
emails, posting on social media, or segmenting audiences, improving efficiency
and consistency.
Analytics and Reporting: The platform provides data-driven insights, performance
metrics, and reports to measure the success of campaigns and make informed
decisions.
Audience Segmentation: Marketers can segment their target audience based on
demographics, behaviors, interests, and other factors to deliver personalized
content and experiences.
Personalization: The platform enables tailoring marketing messages and content
to specific segments or individual users, enhancing engagement and conversion
rates.
A/B Testing: Users can conduct split testing to compare different versions of
campaigns, ads, or content to identify the most effective strategies.
Social Media Management: Social media scheduling, posting engagement, and
monitoring tools are often included to manage brand presence and interactions.
Search Engine Optimization (SEO): Some platforms offer tools to optimize
websites and content for better search engine visibility and rankings.
Content Creation and Management: Platforms may provide tools to create, edit,
and organize content for various marketing purposes.
Customer Relationship Management (CRM) Integration: Integrating with CRM
systems helps track and manage customer interactions and data.
Lead Generation and Nurturing: Features for capturing and nurturing leads
through automated workflows and targeted content. Digital marketing platforms
offer a holistic approach to managing online marketing efforts, allowing
businesses to streamline their processes, maintain consistency, and effectively
reach their target audience across different online channels.

10)Explain Digital marketing strategy

Digital marketing strategy involves planning and executing online marketing
efforts to achieve specific business goals.
It typically includes:
Goals and Objectives: Clearly outline your goals, whether it's increasing brand
awareness, driving website traffic, or boosting sales.
Identify your customer: Identify and understand your target audience to tailor
your messages and campaigns effectively.
Competitor research: competitor research involves analyzing and understanding
the online strategies and activities of rival businesses within the digital space. This
encompasses a range of digital channels and activities
Search Engine marketing (SEM):Search Engine Marketing (SEM) in digital
marketing refers to the practice of using paid advertising to increase a website's
visibility on search engine results pages (SERPs).
SEM primarily involves two main strategies:
1. Search Engine Optimization (SEO)
2. Paid Advertising(PPC)
Social Media Marketing: Leverage social media platforms to connect with your
audience, build relationships, and promote your products or service
Email Marketing: Implement targeted email campaigns to nurture leads, retain
customers, and drive conversions.
Content Marketing: content marketing in digital marketing involves creating and
distributing valuable, relevant, and consistent content to attract and engage a
target audience.
Mobile Marketing: Mobile marketing in digital marketing refers to the use of
mobile devices, such as smart phones and tablets, as a platform for advertising
and promoting products or services. It encompasses a variety of strategies and
channels to connect with users on their mobile devices.
Measure Results: Measuring results in a digital marketing strategy is essential for
evaluating the effectiveness of your efforts and optimizing future campaigns. Key
performance indicators (KPIs) help gauge various aspects of your strategy.

11)Explain steps to Crafting a Successful Digital Marketing

Campaign
In today's fast-paced digital landscape, effective marketing campaigns are
essential for businesses to cut through the noise and reach their target audience.
A successful campaign involves strategic thinking, data-driven decision-making,
and a deep understanding of your audience. From setting clear goals to analyzing
post-campaign results, each step plays a vital role in achieving your desired
outcomes. The Steps to Crafting a Successful Digital Marketing Campaign
• Step 1: Define Clear Goals and Objectives Every successful campaign begins with
a well-defined purpose. Establish what you aim to achieve, whether it's increasing
brand visibility, driving sales, or enhancing customer engagement. Specific,
measurable, achievable, relevant, and time-bound (SMART) objectives serve as
the foundation for your strategy.
• Step 2: Identify and Understand Your Target Audience To effectively engage
your audience, you must understand their demographics, preferences ,behaviors,
and pain points. Detailed buyer personas help you tailor your messaging and
select the most suitable digital channels.
• Step 3: Conduct Thorough Market Research and Competitor Analysis A
comprehensive understanding of your industry landscape and competitors is
crucial. Analyze trends, market gaps, and your competitors' strategies to identify
opportunities and areas for differentiation.
• Step 4: Select the Right Digital Marketing Channels Based on your audience and
goals, choose the digital channels that align with your campaign objectives. Social
media, search engines, email, content marketing, and influencer partnerships are
among the various options.
• Step 5: Allocate Budget and Resources Determine your budget and allocate it
wisely across different campaign elements, including ad spend, content creation,
design, and analytics tools. An efficient allocation ensures optimal utilization of
resources.
• Step 6: Develop Compelling Content Create engaging content that resonates
with your target audience. Whether it's blog posts, videos, info graphics, or
interactive content, ensure that your content addresses your audience's needs
and preferences.
• Step 7: Establish a Campaign Timeline Set clear start and end dates for your
campaign, along with key milestones and tasks. A well-structured timeline keeps
everyone on track and ensures efficient execution.
• Step 8: Design Creative Assets Craft visually appealing and platform-specific
creatives. Adhere to each platform's guidelines and maintain a consistent brand
identity across all assets.
• Step 9: Launch Your Campaign Implement your campaign across the chosen
channels. Set up tracking mechanisms to monitor real-time performance,
allowing you to make informed decisions.
• Step 10: Monitor and Optimize Regularly monitor key performance indicators
(KPIs), such as click-through rates, conversion rates, and engagement metrics. Use
the data to identify trends and areas for improvement. Implement A/B testing to
refine your approach. Maximizing Success and Post-Campaign Analysis
• Step 11: Engage and Interact with Your Audience Engage actively with your
audience by responding to comments, messages, and feedback. Building a
genuine connection fosters brand loyalty and trust.
• Step 12: Conversion and Follow-Up Strategies For campaigns focused on
conversions, ensure you have effective strategies for turning interest into actual
sales or leads. Implement persuasive landing pages, lead nurturing workflows,
and retargeting tactics.
• Step 13: Analyze Post-Campaign Results As your campaign concludes, conduct a
comprehensive analysis of the data collected. Compare results against your
predefined objectives and KPIs. Identify successes, areas for improvement, and
insights that can guide future campaigns.

12) Explain Budgeting and resource Allocation

Budgeting and resource allocation in digital marketing involve strategically
distributing your financial resources and assets to various online marketing
initiatives to achieve your business objectives. Here's a comprehensive overview
of how to effectively manage budgeting and resource allocation in the realm of
digital marketing:
1. Understand Your Business Goals: Start by identifying your business objectives
and marketing goals. Whether it's increasing sales, driving website traffic,
boosting brand awareness, or generating leads, your budget should align with
these objectives.
 2. Determine Your Total Budget: Establish the total amount of money you're
willing to invest in your digital marketing efforts. This budget will serve as the
foundation for your allocation decisions.
3. Allocate Budget to Different Channels: Consider the various digital marketing
channels available, such as social media advertising, search engine marketing
(SEM), content marketing, email marketing, influencer partnerships, and more.
Allocate a portion of your budget to each channel based on its relevance to your
target audience and goals.
4. Prioritize High-Impact Channels: Allocate a larger portion of your budget to
channels that historically provide the highest return on investment (ROI) or align
with your current goals. High-performing channels can deliver significant results.
5. Campaign-Specific Budgets: For each individual campaign or initiative, allocate
a portion of your budget. This includes expenses for content creation, design,
advertising costs, and other campaign-related activities.
6. Account for Fixed and Variable Costs: Different channels and tactics have
varying cost structures. Some require ongoing investments (e.g., social media
ads), while others involve fixed costs (e.g., website development).
7. Include Tools and Technology Costs: Budget for tools and software necessary
for analytics, social media management, email marketing, SEO optimization, and
other digital marketing activities.
8. Set Aside Budget for Testing and Optimization: Allocate a portion of your
budget for A/B testing, experimentation, and optimization. This allows you to
refine your strategies based on real-time data and insights.
9. Evaluate Performance and ROI: Regularly assess the performance of each
channel and campaign by measuring key performance indicators (KPIs) and
calculating ROI. Invest more in initiatives that yield higher ROI.
10. Monitor and Adjust: Continuously monitor campaign performance and adjust
resource allocation based on real-time data. If a channel is under performing,
consider reallocating resources to more successful areas.
11. Focus on Data-Driven Decisions: Base your allocation decisions on data and
analytics rather than assumptions. Analyze metrics like conversion rates, click-
through rates, engagement rates, and customer acquisition costs.
12. Stay Adaptable: Be prepared to adjust your allocation strategy based on
changing market conditions, trends, and unforeseen opportunities.
13. Communication and Collaboration: Maintain clear communication among
team members responsible for different aspects of your campaigns. Collaboration
ensures effective resource utilization.
14. Regular Review and Reporting: Schedule regular reviews of your budget
allocation and campaign performance. Prepare reports to provide insights and
support data-driven decisions.
15. Continuously Learn and Optimize: Continually learn from the results of your
budget allocation decisions. Apply insights to future campaigns for continuous
improvement.
16. Be Agile and Flexible: Be ready to adapt your budget allocation based on real-
time performance data. The digital landscape evolves quickly, and agility is
crucial. Effective budgeting and resource allocation in digital marketing require a
combination of strategic planning, data analysis, and adaptability. By allocating
resources thoughtfully and optimizing based on performance, you can make the
most of your digital marketing investments and drive meaningful business
outcomes.

13) Write a note on

a) Cross-Channel Advertising
b) Demand-side Platforms
a) Cross-Channel Advertising
Another new-age form of digital advertising, cross-channel advertisement is an
intelligent way to follow your online visitors and track their interests and desires.
With the help of cross-channel ad software, you shall become aware about the
digital journey of your target audience. Accordingly, you can choose specific
online platforms and promote your brand only in those spaces and reach
individual audience. It is the best way to develop personal communication and
have better connect with your target group.
b) Demand-side Platforms
DSP or Demand-side platforms allow you to manage multiple ad exchange and
various data exchange accounts, using only one interface. With DSPs, you can
track real-time bidding, optimize algorithms and get maximum value from each
audience. In milliseconds, the search engines try to determine the value of
prospective impression and places a bid accordingly. Using DSPs, you can also
integrate ads with third-party vendors and ensure more impressions from various
sources. Based on your communication objective, purpose of advertising, nature
of product, and target audience profile, you must choose the most suitable
platforms that will provide maximum reach and exposure to your brand. Such
decisions are timeconsuming, and with adequate time and in-depth research and
analysis; you can arrive at the right online destinations.

14) Write a note on search engine optimization(SEO)

SEO is an act of optimizing your website so that it “ranks” higher in search
engine results pages, increasing the quantity of organic traffic to your website.
Websites, blogs, and info graphics are among the mediums that profit from SEO.
There are several approaches to SEO that may be used to drive quality visitors to
your website. These are some examples: On-page SEO focuses on all of the
content that resides “on the page” while viewing a website. You may answer
queries for readers and rank better on search engine results pages (SERPs) by
analyzing keywords for their search volume and intent (or meaning). Off-page
SEO focuses on all of the action that occurs “off the page” while optimizing your
website. Now you must be thinking, “What happens outside my website will have
an impact on the ranking of my website?”. Yes, it will affect you. You will need
inbound links for this. The number of publishers who link to you, as well as their
domain “authority,” influence how highly you rank for the keywords you care
about. You may get the back links you need to raise your website up on all the
right SERPs by networking with other publishers, publishing guest articles on their
websites (and linking back to your website), and creating external attention.
Technical SEO is concerned with the backend of your website and how your pages
are coded. Image compression, structured data, and CSS file optimization are
all examples of technical SEO that may improve the loading time of your website,
which is a significant ranking criterion in the eyes of search engines like Google. In
short, organic web traffic generated by SEO significantly impacts search rankings
and, by extension, organic site traffic. You may utilize SEO to significantly enhance
exposure and build long-term consumer engagement by leveraging keywords and
phrases. SEO is described as enhancing a website’s ranking in online search
results, and hence organic site traffic, by the use of popular keywords and
phrases. Because exposure is the first step toward a long-term consumer
connection, robust SEO methods are extremely powerful in digital marketing
initiatives.

15) Write a note on

a. Paid Search / Pay Per Click (PPC)
b. Search Engine Optimization (SEO)
a. Paid Search / Pay Per Click (PPC)
Paid search, also known as pay-per-click (PPC) advertising, usually refers to the
paid result that appears at the top or side of a search engine results page. These
advertisements charges when you click the ads and these ads will only show
when certain targeted keywords or search phrases are entered into the search
engine box. Your adverts are basically targeted to audiences looking for a specific
product or commodity. As a result, because they rely on data collected from
individuals’ online behavior, these advertisements may be incredibly effective in
increasing website traffic by providing relevant adverts to the right people at the
right time. These advertisements also use retargeting, which means that
marketing automation solutions may create unique, personalized cross-platform
ads depending on the behaviors of clients.
b. Search Engine Optimization (SEO)
SEO is an act of optimizing your website so that it “ranks” higher in search engine
results pages, increasing the quantity of organic traffic to your website. Websites,
blogs, and info graphics are among the mediums that profit from SEO. There are
several approaches to SEO that may be used to drive quality visitors to your
website. These are some examples: On-page SEO focuses on all of the content
that resides “on the page” while viewing a website. You may answer queries for
readers and rank better on search engine results pages (SERPs) by analyzing
keywords for their search volume and intent (or meaning). Off-page SEO focuses
on all of the action that occurs “off the page” while optimizing your website. Now
you must be thinking, “What happens outside my website will have an impact on
the ranking of my website?”. Yes, it will affect you. You will need inbound links for
this. The number of publishers who link to you, as well as their domain
“authority,” influence how highly you rank for the keywords you care about. You
may get the back links you need to raise your website up on all the right SERPs by
networking with other publishers, publishing guest articles on their websites (and
linking back to your website), and creating external attention. Technical SEO is
concerned with the backend of your website and how your pages are coded.
Image compression, structured data, and CSS file optimization are all examples of
technical SEO that may improve the loading time of your website, which is a
significant ranking criterion in the eyes of search engines like Google.In short,
organic web traffic generated by SEO significantly impacts search rankings and, by
extension, organic site traffic. You may utilize SEO to significantly enhance
exposure and build long-term consumer engagement by leveraging keywords and
phrases. SEO is described as enhancing a website’s ranking in online search
results, and hence organic site traffic, by the use of popular keywords and
phrases. Because exposure is the first step toward a long-term consumer
connection, robust SEO methods are extremely powerful in digital marketing
initiatives.

16) What are The Steps to Crafting a Successful Digital

Marketing Campaign.
A successful campaign involves strategic thinking, data-driven decision-making,
and a deep understanding of your audience. From setting clear goals to analyzing
post-campaign results, each step plays a vital role in achieving your desired
outcomes. The Steps to Crafting a Successful Digital Marketing Campaign:
• Step 1: Define Clear Goals and Objectives:
Every successful campaign begins with a well-defined purpose. Establish what you
aim to achieve, whether it's increasing brand visibility, driving sales, or enhancing
customer engagement. Specific, measurable, achievable, relevant, and time-
bound (SMART) objectives serve as the foundation for your strategy.
• Step 2: Identify and Understand Your Target Audience
To effectively engage your audience, you must understand their demographics,
preferences, behaviors, and pain points. Detailed buyer personas help you tailor
your messaging and select the most suitable digital channels.
• Step 3: Conduct Thorough Market Research and Competitor Analysis
A comprehensive understanding of your industry landscape and competitors is
crucial. Analyze trends, market gaps, and your competitors' strategies to identify
opportunities and areas for differentiation.
• Step 4: Select the Right Digital Marketing Channels
Based on your audience and goals, choose the digital channels that align with
your campaign objectives. Social media, search engines, email, content
marketing, and influencer partnerships are among the various options.
• Step 5: Allocate Budget and Resources Determine your budget and allocate it
wisely across different campaign elements, including ad spend, content creation,
design, and analytics tools. An efficient allocation ensures optimal utilization of
resources.

17) Write a note on Executing and Managing Your Digital

Marketing Campaign.
In today's fast-paced digital landscape, effective marketing campaigns are
essential for businesses to cut through the noise and reach their target audience.
This comprehensive guide delves into the intricacies of campaign planning and
execution in digital marketing. A successful campaign involves strategic thinking,
data-driven decision-making, and a deep understanding of your audience. From
setting clear goals to analyzing post-campaign results, each step plays a vital role
in achieving your desired outcomes.
• Step 1: Develop Compelling Content Create engaging content that resonates
with your target audience. Whether it's blog posts, videos, info graphics, or
interactive content, ensure that your content addresses your audience's needs
and preferences.
• Step 2: Establish a Campaign Timeline Set clear start and end dates for your
campaign, along with key milestones and tasks. A well-structured timeline keeps
everyone on track and ensures efficient execution.
• Step 3: Design Creative Assets Craft visually appealing and platform specific
creatives. Adhere to each platform's guidelines and maintain a consistent brand
identity across all assets.
• Step 4: Launch Your Campaign Implement your campaign across the chosen
channels. Set up tracking mechanisms to monitor real-time performance,
allowing you to make informed decisions.
• Step 5: Monitor and Optimize Regularly monitor key performance indicators
(KPIs), such as click-through rates, conversion rates, and engagement metrics. Use
the data to identify trends and areas for improvement. Implement A/B testing to
refine your approach. In the ever-evolving digital landscape, mastering the art of
campaign planning and execution is continuous journey. By following these steps,
you lay a strong foundation for successful digital marketing campaigns. Each
campaign serves as a learning opportunity, allowing you to refine your strategies,
optimize your approaches, and create increasingly impactful campaigns. With a
commitment to creativity, data analysis, and adaptability, you'll be well-equipped
to achieve exceptional results in your future digital marketing endeavors.

18) Explain how to Monitoring and adjusting digital marketing

campaigns.
Monitoring and adjusting digital marketing campaigns Here’s a guide on how to
effectively monitor and adjust your campaigns:
1. Set Clear Goals and KPIs: Define specific goals and key performance Indicators
(KPIs) for your campaign. These metrics could include click- through rates,
conversion rates, website traffic, engagement rates, and more. Clear objectives
provide a benchmark for measuring success.
2. Implement Tracking and Analytics: Utilize tracking tools such as Google
Analytics, social media insights, and marketing automation platforms. These tools
help you collect data on user interactions, behavior, and conversions.
3. Regularly Monitor Performance: Keep a close eye on your campaign’s
Performance using real-time data. Monitor your KPIs and metrics daily or weekly
to identify trends and patterns.
4. Compare Data Against Goals: Regularly compare the data you’ve collected
with your predefined goals and KPIs. Are you on track to achieve them? If not,
identify areas that need improvement.
5. Conduct A/B Testing: Experiment with different variations of your ads,
headlines, images, or other campaign elements. A/B testing helps you determine
which variations are more effective and can guide adjustments.
6. Analyze User Behavior: Dive deep into user behavior data to understand how
visitors are interacting with your campaign. Look at bounce rates, time spent on
pages, and navigation paths to identify areas for improvement.
7. Evaluate Conversion Funnels: Review your conversion funnel to identify
potential drop-off points. Are there stages where users are abandoning the
process? Adjust those elements to improve conversion rates.
8. Adjust Ad Spend and Budget Allocation: Based on the performance of different
channels and campaigns, reallocate your budget to invest more in high
performing areas and reduce spend on underperforming ones.
9. Refine Targeting: Analyze audience demographics and behavior to refine your
targeting. Adjust parameters like age, location, interests, and behaviors to reach a
more engaged audience.
10. Optimize Ad Creative and Copy: Refresh your ad creatives, headlines, and
copy to prevent ad fatigue. Engaging visuals and compelling copy can rekindle
interest.
11. Landing Page Optimization: Continuously optimize your landing pages for
better user experience and conversion rates. Test different layouts, CTAs, and
content to find the most effective combinations.
12. Stay Responsive to Trends: Keep an eye on industry trends, seasonal changes,
and current events. Adjust your campaigns to align with relevant Trends and
maintain your campaign’s relevance.
13. Review and Adjust Timeline: Assess your campaign timeline. Are there peak
periods when your audience is more active? Adjust your campaign schedule to
maximize visibility during these times.
14. Regular Reporting and Communication: Prepare regular performance reports
that outline the progress of your campaign. Communicate these results with your
team and stakeholders.
15. Be Agile and Adaptive: Be prepared to make quick adjustments based on real-
time data. The digital landscape is dynamic, and the ability to pivot is essential for
campaign success.
16. Learn and Apply Insights: Document the results of your adjustments and
analyze their impact on your campaign’s performance. Apply these insights to
future campaigns for continuous improvement. By regularly monitoring and
making data-driven adjustments, you can optimize your digital marketing
campaigns for better results and ensure that you’re meeting your goals
effectively

19) Write a note on SWOT analysis and competitive analysis.

SWOT analysis (strengths, weaknesses, opportunities, and threats )is the counter
part to a competitive landscape analysis. It offers a framework to analyze your
business against other forces in your market. Use this process to identify what’s
working, spot potential organic growth opportunities, and prepare for external
threats. Start by analyzing the strengths of your company. What are your primary
advantages over your competition? Which things do you do particularly well?
What unique resources do you have at your disposal? Next, look at your
weaknesses. What elements of your business aren’t working particularly well?
What things keep you from making sales? Where do you fall short of your
competitors? The third step is to look closely at the opportunities available to
your company. Are there any market trends you can take advantage of? Can you
utilize new technology that your competitors can’t? Is there an under-served
segment in your audience? Finally, identify any potential threats to your business.
Could a competitor steal market share? Are there any obstacles blocking business
growth? Are there potential financial issues on the horizon? The data from your
SWOT analysis will help you develop your digital marketing plan. Your plan should
cater to your strengths, mitigate your weaknesses, move toward opportunities,
and proactively avoid potential threats. All in the name of helping you to increase
sales.

20) Write a note on calculating digital marketing plan and

budget.
The next step in creating the best digital marketing plan for your brand is to
calculate your budget. The budget will define how much you have available to
spend on digital marketing activities, as well as guide you toward specific
channels, strategies, and tactics. The amount you budget for digital marketing will
vary based on a number of factors, including:
• Revenue
• Position within the industry
• Previous results
• Goals
• Location
• Profitability of a strategy, tactic, or campaign
How much will you allocate to brand awareness campaigns? What about to
specific campaigns and offers? Are you going to allocate a certain amount of
digital marketing budget for customer retention? Do you know how much to
spend on SEO? It’s important to establish your budget upfront. However, remain
flexible so you can capitalize on opportunities for greater SEO ROI. If you notice
that a certain campaign just isn’t generating positive ROI, then you may be better
off eliminating that spend. Similarly, if you see that a certain campaign (or
channel) is producing outsized results, consider shifting the budget and allocate
additional dollars towards what’s working well. If you have a specific return-on-
spend in mind that’s highly profitable, then keep increasing the budget as long as
you’re keeping your acquisition costs under the target. In this way, your budget
can be a dynamic, evolving support mechanism of your digital marketing
initiatives.

21) Write a note on creating marketing calendar.

A marketing calendar allows you to map out exactly when you’ll implement your
digital marketing campaigns and initiatives. It also creates accountability,
ensuring that you hit deadlines and effectively execute the plan throughout the
year. A calendar also helps ensure that you are consistently reaching each of your
various audience segments throughout the year. Try to map out 12 months in
advance, and break down your calendar into each month of the year. This will
provide you with an overall framework, along with sufficient time to prepare and
execute on each delivery. For example:
• In January you’ll release a training webinar. Before you can release it, you need
to create a slide deck, build a landing page, design social media graphics, etc.
• Throughout January and February, you’ll promote the training webinar across
multiple channels, including social media, email, video, and PR.
• In March, you’re going to start a blog that will be updated weekly. To make this
happen, you need to decide on topics, assign them to writers, coordinate with a
designer, create a blog calendar, organize videos to be embedded, etc. Be
realistic when creating your editorial calendar. Give yourself sufficient time to get
everything done in a quality manner, and make sure that each deliverable is
clearly assigned to a specific individual.

22) How to define audience segmentation and buyer personas

A key reason why digital marketing is important is because it allows you to target
your audience with great precision. For any digital marketing campaign to be
successful, you need to know who you’re targeting. Segmenting your audience
and then building buyer personas for each of those segments can provide you
with insights about what types of marketing will be most effective. For example,
say you sell IT services. Part of your audience might be small businesses with less
than $500,000 in revenue. You might also sell to large corporations with
significant IT needs. Your buyer personas and marketing strategies for each of
these segments will look very different. Messaging that resonates with a small
business owner probably won’t resonate with the head of a large IT department,
and vice versa. Start by defining the different segments in your target audience.
From there, begin building out the personas of your ideal customer within each
segment. Here are 9 great examples of personas to get started. Your buyer
persona information will vary depending on whether you’re B2B or B2C and the
price of your product/service. Some demographic and additional information you
may want to include is:
• Age range
• Income
• Job title
• Location
• Priorities
• Goals
• Challenges
• Interests
• Social media platforms
• Industry
• Pain points
• Products/features desired
your goal in creating personas is to get inside the minds of your target customers
and to see things from their perspectives. When you understand what matters
most to them, you can make a digital marketing plan that speaks to their deep
desires and big challenges
Unit 2
2 mark Questions:
1. List any 8 Social Media Platforms?
 Face book
 Instagram (owned by Face book)
 X (Formerly Twitter)
 LinkedIn
 Snap chat
 YouTube
 TikTok
 Pinterest
 Reddit

2. Define social media marketing?

Social media marketing is the process of using social media platforms to promote
a product, service, or brand. It has become increasingly important in recent years
due to the growing popularity of social media and the increasing amount of time
people spend on these platforms.

3. What is Carousel Advertisement? Give an Example

Carousel Ads: Carousel social media ads show multiple marketing videos and/or
images in one ad. Each video or image can have a headline, description, link, and
CTA (Call to Action). These types of social media ads are most popular on Face
book n). And Instagram. One can use carousel ads to advertise real-estate, show
different features of a product, tell a brand story, show behind-the-scenes shots,
or any other product or promotion that fits.

4. Define CRM Analytics?

Nowadays, Customer Relationship Management does not remain in its old format
and nor does it follows any prescribed guidelines. Companies are creating bots to
interact with people through social media channels. These bots can do many
things, from selling products to directing customer support requests and even
entertain people with games. Also known as chat bots, these virtual entities rely
on different kinds of technologies to interact. They range from simple and basic
sets of possibilities to systems that learn from the interactions and evolve into
delivering more.

5. List any four Social Media Analytics software?

 Analytics
 Listening
 Advertising analytics
 CMS analytics
 CRM analytics

6. List any four features of Face book and Instagram.

1. Face book

• Personal Profiles and Pages: Users can create personal profiles or pages for
businesses, celebrity’s causes, and more

• News Feed: A stream of updates from friends and pages that users follow.

• Groups: Communities of users with shared interests.

• Messenger: A messaging app for private and group chats

• Stories: Temporary photos or videos visible for 24hours

2. Instagram (owned by Face book):

• Photos and Videos: Users share photos and videos with their followers.

• Stories: Temporary content that disappears after 24hours

• IGTV: Allows for longer video content.

• Reels: Short, 15-second video clips.

• Shopping: A feature for businesses to sell products directly

7. List any four features of twitter and LinkedIn?

• X (Formerly Twitter):
• Tweets: Short messages of up to 280 characters.
• Re tweets and Likes: Sharing and endorsing others content
• Lists: Curated groups of X’s (Formerly Twitter)) users.
• Trending Topics: Real-time popular topics and hashtags
• X (Formerly Twitter) Spaces: Audio chat rooms. LinkedIn:
• Companies & Jobs: Businesses can post job openings, and users can apply.
• Professional Profiles: Users showcase their professional experience, skills,
and endorsements.
• News Feed: Updates from connections and followed entities.
• Groups: Professional communities cantered around industries or interests.

8. List and explain features of Reddit?

• Posts: Text, links, photos, or videos shared within subreddits.

• Subreddits: Communities based on interests or topics.

• Up votes/Down votes: Community-driven content ranking.

9. List and explain features of Pinterest?

• Pins: Images or videos saved from the web.

• Boards: Collections of pins around a theme or topic.

• Shopping Pins: Direct links to products available for purchase.

10. Mention any four benefits of social media optimization?

• Grow your followers at a faster rate

• Understand your audience on a deeper level

• Increase your engagement rate

• Improve reach on social media

11. What are the basic and common features of social media
applications?
• Push Notifications
• Single and Group Video Calls
• UI Kits
• End-to-end encryption
• Typing Indicators
• Delivery and read receipts

12. List any two effective things that SMO requires?

• Social media profiles on the appropriate channels

• Administrative access to the website

13. What are analytics in social media? Mention its category?

Analytics is indeed a very broad term. In the digital marketing world, it is as broad
of a term as it gets. It becomes even more confusing when we go beyond
marketing and start noticing that there are analytics available for any business
process. The analytics types are divided into the following categories:

• Analytics

• Listening

• Advertising analytics

• CMS analytics

• CRM Analytics

14. What are the steps involved in social media analytics

workflow?
The main steps involved in the analytics workflow as follows:
• Data access

• Data processing and normalization

• Data analysis

• Insight

15. What is data processing and normalization in social

media?
The raw data obtained from data retrieval using social media APIs may not be
structured and clean. In fact most of the data obtained from social media is noisy,
unstructured and often contains unnecessary tokens such as Hyper Text Markup
Language (HTML) tags and other metadata.

16. What is carousel Ads in Social media?

Carousel social media ads show multiple marketing videos and/or images in one
ad. Each video or image can have a headline, description, link, and CTA (Call To
Action). These types of social media ads are most popular on Face book and
Instagram. One can use carousel ads to advertise real estate, show different
features of a product, tell a brand story, show behind-the-scenes shots, or any
other product or promotion that fits.

17. What is collection Ads in Social media?

Collection ads are among the best types of social media ads. These ads include a
cover photo or video, followed by smaller product images that show the details of
the ‘products’ or ’services’ pricing and features. It is a form of a storefront, which
allows the users to buy the products without leaving the social media platform.
You can link each image to a separate URL. These ads nurture the users’ interest
in a particular brand and provide good results for the small business social media
marketing campaigns. These types of social media ads are highly effective on
Instagram, Face book, and Snap chat.

18. What are stories Ads?

Story ads are supported on Instagram, Snap chat, and Face book. These ads allow
advertising your products or services in between users’ Stories. The short
duration of Stories makes these types of social media ads ideal for time-sensitive
promotions. Stories have higher visibility as they are at the top of users’ feeds,
which makes them great for building awareness.

Long answer questions

1. Explain important features of any Five Social media
platforms
Important features of five social media platforms are as follows,

1. Facebook:

• Personal Profiles and Pages: Users can create personal profiles or pages for
businesses, celebrities, causes, and more.

• News Feed: A stream of updates from friends and pages that users follow.

• Groups: Communities of users with shared interests.

• Marketplace: A platform for buying and selling items locally.

• Messenger: A messaging app for private and group chats.

• Stories: Temporary photos or videos visible for 24 hours.

2. Instagram (owned by Face book):

• Photos and Videos: Users share photos and videos with their followers.

• Stories: Temporary content that disappears after 24 hours.

• IGTV: Allows for longer video content.

• Reels: Short, 15-second video clips.

• Shopping: A feature for businesses to sell products directly

3. X (Formerly Twitter):
• Tweets: Short messages of up to 280 characters.

• Retweets and Likes: Sharing and endorsing others' content.

• Lists: Curated groups of X (Formerly Twitter)) users.

• Trending Topics: Real-time popular topics and hash tags.

• X (Formerly Twitter) Spaces: Audio chat rooms.

4. LinkedIn:

• Professional Profiles: Users showcase their professional experience, skills, and

endorsements.

• Companies & Jobs: Businesses can post job openings, and users can apply.

• News Feed: Updates from connections and followed entities.

• Groups: Professional communities centered around industries or interests.

• Learning: A platform for professional courses and certifications.

5. Snap chat:

• Snaps: Photos and videos shared with friends.

• Stories: Collections of snaps that last 24 hours.

• Discover: Content from media partners and creators.

• Snap Map: A map showing friends' locations and public stories.

• Filters and Lenses: Augmented reality features for enhancing content.

2. List and explain basic features that are commonly available

in most of social media apps
There are some basic features that commonly available in most of social media
apps:

1. Push Notifications: Notifies users whenever a message or a call is missed or

received.
2. Single and Group Video Calls: Offers one-to-one and group video chats for
users to converse with one another.

3. Typing Indicators: Lets users know when their peer is typing to keep chats on.

4. Online presence indicators: Allows users to learn when the other user is
online or not.

5. UI Kits: Gives full control of the look and feel of communication apps to easily
integrate UI components.

6. Delivery and read receipts: Lets users know when their messages are delivered
and read.

7. End-to-end encryption: This feature allows users to engage in a secure and

encrypted communication with other users. Some of the common E2E encryption
protocols include AES-256, SSL, and TLS.

3. Write the Benefits of social media marketing

Benefits of social media marketing are as follows,

1. Increased brand awareness: Social media platforms provide a wide reach,

which allows businesses to promote their brand, among different categories of
buyers.

2. Targeted audience: One of the key benefits of social media marketing is its
ability to reach a large and diverse audience. Social media platforms offer a
wealth of data on their users, which allows businesses to create targeted
marketing campaigns that reach specific demographics and geographic locations.
Additionally, social media marketing allows businesses to target specific groups of
people based on their interests and behaviors, which can help to increase the
effectiveness of marketing efforts.

3. Cost-effective: Social media marketing is often less expensive than traditional

forms of advertising, such as television or print ads.
4. Interaction with customers: Another key benefit of social media marketing is
the ability to engage with customers and potential customers in real-time. Social
media platforms provide businesses with an easy way to interact with customers,
receive feedback, and respond to complaints or concerns.

5. Measurable results: Social media platforms offer a wealth of data and

analytics, which allows businesses to track the success of their marketing
campaigns and adjust as needed.

6. Create a community: Social media platforms allow businesses to create a

community around their brand, which can lead to increased customer loyalty and
advocacy.

7. Building relationships: Social media platforms provide an opportunity for

businesses to build relationships with their customers, which can lead to
increased customer loyalty and repeat business. Social media platforms offer
businesses to interact with their followers using live reviews, video reviews, chat
bots, customizable products etc.

4. Describe how you can optimize a company’s social media

profile
Social media optimization or SMO is a marketing discipline that emphasizes a
holistic approach to social media and website content management. SMO is used
to drive traffic to a Company’s website or to raise awareness of a product, a
promotion, or an event. Due to its 5 close ties to websites and search engine
optimization, SMO includes efforts to improve a website’s social media
effectiveness with techniques such as content optimization and social sharing.
Effective SMO requires the following things, at minimum:

• Social media profiles on the appropriate channels

• Access to the publishing controls for the social media channels

• Administrative access to the website

• Access to analytics data for your website

• Access to analytics data for your social media channels, such as Face book
Insights

• Willingness to make the effort needed to interact with your audience Social
media optimization involves creating unique content for a social media site that
attracts followers to the website for more information or to purchase. Business
objectives and projected outcomes require complete clarity in what you are
trying to achieve in social media.

Some of the potential objectives that can be framed by companies from all
industries of all sizes utilize social media are as follows:

1. Establish an infrastructure to govern internal social media efforts going

forward.

2. Generate new business for your established company or a new brand or

product line within your existing company.

3. Generate more traffic to either your website or your brick-andmortar store.

4. For some start-up companies, especially in e-commerce, use social media as

your primary marketing channel. 6

5. Build a greater social media audience or nurture a large social media

community as part of your corporate marketing and communications
infrastructure.

6. Scale usage of social media internally as an organization.

7. Integrate social media into your current digital properties.

8. Engage customers wherever they are, realizing that social media is a viable new
communication platform.

9. Attract more business from your current customers by engaging with them via
social media.

10. Further, extend your brand into the social media communities of your
customers to improve public goodwill.
11. Attract social media influencers in order to better amplify your social media
messages.

12. Attain thought leadership in your industry through social media engagement.

13. Provide distributors, resellers, and other partners with social media content
they can reuse for their own social efforts.

14. Proactively approach social media in preparation for an inevitable crisis and
understand what to do in terms of crisis management from a social media
perspective.

5. Write common tips to create the best Social Media Profile

1. Name the Social Profile same as Business Firm’s name:

When you craft your social media page, you should use your business name as
the name of the page. Always make sure you create one page for your business
and utilize only your business’s name for the page name. This will help create a
central location for your followers and allow you to promote more than just one
product on the page.

2. Choose a Memorable Username:

Another great tip, according to Kiss metrics (An analytics software like Google
Analytics) ,is to choose a username that reflects your business, but is also
memorable for clients. This can help you gather more followers and likes if you
give your profile username out, and it can also help clients remember what your
page is called. Most businesses simply choose their own name for this, but if you
can’t do that or have to limit the amount of characters in the username, find
something that works perfectly.

3. Keep the Same Username Across All Platforms: When you create your
username ,it is a good idea to check its availability on all platforms you plan on
using. You will most likely start out on Face book, X(Formerly X(Formerly
Twitter)), Instagram and YouTube. However, you should think about other sites
you might want to use in the future and claim your username before it is taken. A
few other sites to consider using are, Pinterest, LinkedIn, Snap chat, Twitch,
Quora and Reddit. Decide if these platforms are for you, and go ahead and claim
your username. You can always make the profile private until you are ready to
publish to it. If you can’t keep your username the same across all platforms, try to
make them as similar to each other as possible.

4. Always Use a Profile Image: Upload a profile image on all of your social
profiles. This is a great way to help clients find your social sites quickly and easily
while also making sure people know your site is not a spam site. The Profile image
for your various profiles can be a brand logo.This also depends on the business
you are running. If your business is more of a personal one such as a musician or
motivational speaker, then you can use an image of yourself or of a person,
people will connect with. However, it is usually a good idea to brand your profile
photograph and use a company logo or design for other businesses.

5. Use Attractive Cover Images: The majority of social media sites are making
way for cover photos now, which helps add a great flair to your site. Many
businesses just opt for a stock photo, which can always work, it is advised to use a
company logo or you might be able to use your company’s name in the design,
but try to find images that are more spacious and aren’t very busy with type.

6. Add Your Website Link to the Profile Page: Always post your company’s
website link on your profile page. The great thing about 8 most of the major
social media platforms is that they provide the ability to put the links of all other
platforms in a prominent place on the profile. This makes it easier for followers to
click the link and head to your site. However, don’t just use it in the designated
slot on profile page; use it several times by posting various links to blogs and
products or services when you post updates. This will help promote more
clicks/views to your site, giving your audience the ability to read more from your
company and directing them to specific locations, encouraging them to purchase
items from you.

7. Write a Professional Biography on All Social Sites: A bio is an important part

of any social site, whether you can write a lengthy one or one with a character
limit such as X (Formerly X (Formerly Twitter)). Write a creative professional bio,
which includes the following features: a. Lines that show the people what you
have accomplished instead of telling people about yourself. b. Consider the
keywords, which are specific to your audience. c. Avoid using overused words in
the bio, and design something that is fresh and professional. d. Always answer a
question for the reader to encourage them to follow your social page. e. Make
sure you look over your bio regularly and make changes as needed. A fresh bio is
a great idea, just like having fresh web contents. Keep things new for your
readers.

8. Take utmost care about the photographs: Make sure all images follow the
sizing rules for the site. Each social channel has different photo sizing rules for
their profile photos, cover images and any photographs you load on the site.
Sometimes, the channels might resize the image for you, which can cause
blurriness or other problems, so you should always aim to stick to the rules. Take
a look and make sure all of your social platforms have images that fit the sizing
rules.

9. Search Engine Optimization: Utilize SEO (or SMO) tactics for Social Media
Profiles. When it comes to your social profiles, you have an incredible chance to
further SEO for your site. According to Search Engine Examiner, this is called
social media optimization or SMO. Remember, each online element you utilize is
just one more way to help you rank. You know the keywords that will help people
find your website and blogs and you’ve already implemented them. Now it is time
to implement those same keywords into your social profile, and your social media
markup tags. Use them in your bio, and use a few 9 throughout the posts you use.
However, you should always remember to avoid keyword stuffing. It can still get
you a penalty if you stuff your social profile with keywords.

10. Link to Your Other Social Media Platforms: When you create a new social
profile, let people know and link to the other social site. This will also work if you
have one site that doesn’t have very many followers. For example, if you have
several followers on Face book and only a handful of followers on X (Formerly X
(Formerly Twitter)), then make an update on Face book encouraging people to
follow your X(Formerly Twitter))account. Include links within your profile, if
possible, to other social channels or regularly promote the different channels.
You should definitely do this if you have just started up an Instagram or Pinterest
profile to get people to follow quickly.

11. Stay Consistent with All of Your Information: A great tip that many social
media experts give is to keep all of your information consistent across all
platforms. Consistent information and branding across different platforms creates
a very professional look and feel, especially if it is consistent with your website as
well. This can create a sense of familiarity with your followers and can even bring
in new customers. On that note, you should also always make sure your content
and information is up-to-date. It can be time-consuming to keep your profile
current, but it is a great idea.

6. Write a note on the benefits of social media optimization

Here’s what the right social media optimization tactics can do for your social
media efforts:

• Grow your followers at a faster rate

• Understand your audience on a deeper level

• Increase brand awareness on social media

• Improve reach on social media

• Improve the quality of your leads from social media

• Sell more of your products and services through social channels

• Increase your engagement rate

7. Write an elaborative note on Social media advertising

Social media advertising is a type of digital marketing strategy that uses social
networks, such as LinkedIn, YouTube, Face book, X (Formerly X (Formerly
Twitter)), TikTok and Instagram, to deliver paid ads to your target audience. Ads
on social media can influence advertisements' effectiveness because one can
reach a larger audience, target specific demographics, reach the target audience
on their favorite social media platform, and interact with the
customers/prospects. As the field of digital marketing grows, choosing the best
paid social media ad for a business is a tedious task. There are six different types
of social media ads are as follows,

1. Image Ads: These are perhaps the most common types of social media ads.
Almost every social media platform supports image ads. We find them on news
feeds, sidebars, and banners. Image ads immediately grab the audience’s
attention, which makes them great for creating awareness about a brand or a
product. One can include a link to a specific page on their website on the ad or a
call-to-action like “Shop Now”. To get the most out of social media image ads:

• Use high-quality images

• Keep text on the image to a minimum

• Try to match the style of content found in the posts, as it helps the audience
associate the ad with the business faster.

2. Video Ads: Video is a powerful marketing tool. Every major social media
platform supports video ads. They are visually captivating, which makes them
particularly effective in gaining the attention of your target audience. The best
available live-stream video shopping platforms are helping them to boost their
sales in their live shopping events. Make sure that every video has a single
powerful message. Short videos, preferably under one minute, tend to perform
better. However, do not be afraid to make it a little longer to convey a compelling
message. Ensure that the video ads can be understood without the sound on for
two reasons:

1. Most mobile users watch videos on social media with the sound off.

2. When a user has enabled auto-play, most videos will auto play with the sound
off.

3. Carousel Ads: Carousel social media ads show multiple marketing videos
and/or images in one ad. Each video or image can have a headline, description,
link, and CTA(Call To Action). These types of social media ads are most popular on
Face book and Instagram. One can use carousel ads to advertise real estate, show
different features of a product, tell a brand story, show behind the scenes shots,
or any other product or promotion that fits.

4. Stories Ads: Story ads are supported on Instagram, Snap chat, and Face book.
These ads allow advertising your products or services in between users’ Stories.
The short duration of Stories makes these types of social media ads ideal for time-
sensitive promotions. Stories have higher visibility as they are at the top of users’
feeds, which makes them great for building awareness.

5. Message Ads: While most types of social media ads appear in a user’s news
feed or Stories, Face book Messenger ads and LinkedIn Sponsored InMail appear
as a message. Face book Messenger ads appear in a user’s Chats tab in between
their conversations. Interested users can tap on the ad and carry out an
automated conversation with the brand or the message can redirect them to the
product’s page or service pages. Keep your messages simple and direct to get the
most out of these types of social media ads.

6. Collection Ads: Collection ads are among the best types of social media ads.
These ads include a cover photo or video, followed by smaller product images
that show the details of the products’ or services’ pricing and features. It is a form
of a storefront, which allows the users to buy the products without leaving the
social media platform. You can link each image to a separate URL. These ads
nurture the users’ interest in a particular brand and provide good results for the
small business social media marketing campaigns. These types of social media ads
are highly effective on Instagram, Face book, and Snap chat.

8. List the different types of Analytics and explain any two.

The analytics types are divided into the following categories,

• Analytics

• Listening

• Advertising analytics
• CMS analytics

• CRM Analytics

• Analytics: When the source of the data is exclusively the social channels that
we add into an analytics tool, that data falls into the analytics category. Data
sources that are included here are the content that the channel publishes,
interactions related to the content published, number of followers, and
some information on these followers.
• Listening: Social media listening received this name because it relates to the
analyst being able to “hear” what the market is saying about the brand via
social media channels. Many marketers also refer to it as social media
monitoring. Advertising Analytics: Social media commonly is an advertising
channel for many brands. Many marketers treat it as simply that, and are
very oriented to conversions and the return on investment (ROI) of their
campaigns.
• CMS Analytics: Another big aspect of social media is the management of
content in a professional level. When we have a brand identity to maintain,
many different social media channels to publish into and an ongoing
significant amount of very specific content that we wish to publish, we need
tools to help us get it done. These content management systems (CMS) also
come with metrics of their own. These metrics typically display the
performance of each team member and allow you to mark content to better
analyze the progress of each campaign.
• CRM Analytics: Nowadays, Customer Relationship Management does not
remain in its old format and nor does it follows any prescribed guidelines.
Companies are creating bots to interact with people through social media
channels. These bots can do many things, from selling products to directing
customer support requests and even entertain people with games. Also
known as chat bots, these virtual entities rely on different kinds of
technologies to interact. They range from simple and basic sets of
possibilities to systems that learn from the interactions and evolve into
delivering more.
9. Differentiate between SEO and SMO

Search Engine Optimization Social media

optimization
1.purpose SEO aims to optimize a website’s visibility on SMO focuses on enhancing a
search engines, making it more likely to brand’s presence and visibility on
appear in organic search results. social media platforms.
2.Focus It primarily focuses on improving website It involves creating shareable
content, structure and relevance to search content, engaging with the
engine algorithms. audience and optimizing social
profiles to increase brand
awareness.
3.Technique Involves keyword research, on-page Includes social media content
optimization, link building and technical SEO creation, community engagement,
to enhance the website’s search engine influencer partnerships and social
rankings. media advertising.
4.Results SEO efforts take time to show results and SMO efforts can lead to more
the impact is generally seen in the long immediate results with increased
term. visibility and engagement on social
media platforms.
5.Traffic source Drives organic traffic, meaning visitors find Drives traffic from social media
the website through unpaid search engine platforms, leveraging shares, likes
results. and comments.
6.Algorithm Adapts strategies to changes in search Adapts to changes in social media
engine algorithms to maintain or improve algorithms, staying updated with
consideration rankings. trends and user behaviors.
7.Metrics Key metrics include keyword rankings, Key metrics include likes, shares,
organic traffic, bounce rate and conversion comments, follower growth and
rate. social media referral traffic to the
website

10. Write a note on social media analytics workflow

The main steps involved in the analytics workflow as follows:

• Data access

• Data processing and normalization

• Data analysis
• Insights

Data access: For access to social media data, you can usually do it using standard
data retrieval methods in two ways. The first technique is to use official APIs
provided by the social media platform or organization itself. The second
technique is to use unofficial mechanisms, like web crawling and scraping. The
data we obtain is the raw data that can be further processed and normalized as
needed.

Data processing and normalization: The raw data obtained from data retrieval
using social media APIs may not be structured and clean. In fact most of the data
obtained from social media is noisy, unstructured and often contains unnecessary
tokens such as Hyper Text Markup Language (HTML) tags and other metadata.

Data analysis: This is the core of the whole workflow, where we apply various
techniques to analyze the data: this could be the raw native data itself,or the
processed and curated data. Usually the techniques used in analysis can be
broadly classified into three areas:

• Data mining or analytics

• Machine learning

• Natural language processing and text analytics

Insights: The results from our workflow are the actual insights that act as facts or
concrete data points to achieve the objective of the analysis. This can be anything
from a business intelligence report to visualizations such as bar graphs,
histograms, or even word or phrase clouds. Insights should be crisp, clear, and
actionable so that it can be easy for businesses to take valuable decisions in time
by leveraging them.