UNIT 1 INTRODUCTION TO ONLINE

MARKET PART-A

1. What is digital marketing?

Digital marketing, also called online marketing, is the promotion of brands to connect with
potential customers using the internet and other forms of digital communication.
2. What are the 5Ds of digital marketing?
The five Ds of digital marketing is digital devices, digital platforms, digital media, digital
data, and digital technology
3. What are the 7 C's of digital marketing?
Customer, content, context, community, convenience, coherence, and conversion are the 7 Cs
of digital marketing.
4. What are 4 keys of digital marketing?
The 4 Key Elements to Digital Marketing Success
Analytics,
Content,
CRM, and
Channels.
5. What are the 4 key components of digital marketing?
Search engine optimization (SEO)]
Social media marketing.
Mobile marketing.
Email marketing.
6. What are the 5 P's of Marketing?
The 5 P's of Marketing:
Product,
Price,
Promotion,
Place, and People.
7. What is content marketing?
Content marketing is the development and distribution of relevant, useful content—
blogs, newsletters, white papers, social media posts, emails, videos, and the like—to
current and potential customers.
8. What are the types of content marketing?
Bogging, video, visual content, Podcasts, Ebooks,Social Media, Ebooks,
9. What are the 8 steps of marketing plan?
Conduct market research.
Profile your target markets.
Identify your unique selling proposition (USP)
Develop your business brand.

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 Choose your marketing avenues.
Set your goals and budget.
Nurture your loyal customers.
Monitor and review
10. What is the importance of planning in digital marketing?
Overall, planning is a critical component of digital marketing success. It helps businesses set
clear goals, allocate resources effectively, understand their audience, create and share
valuable content, and track and analyze the results of their efforts.
11. Digital Marketing Disadvantages?
Skills and training
Time-consuming
High competition
Complaints and feedback
12. Why has Digital Marketing grown to be this huge compared to offline marketing?
A more convenient approach to connect with people from all across the world
Changes can be implemented almost immediately if needed
Directly relates to customers’ needs
Good exposure to product outreach and analytics

13. Differentiate between Branding and direct marketing?

14. What are digital opportunities?

The term “digital opportunities” refers to the opening up of new possibilities associated with the
development and dissemination of digital technologies, the use of which can lead to an
improvement.

15. What are the most effective ways to increase traffic to your website?
The most popular and effective ways to increase traffic to your website are-
Paid search
Display advertising
Content marketing
Writing crisp headlines
SEO activities
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 Content optimization
Targeting long-tail keywords
Guest blogging
Seeking referral traffic
Posting content on LinkedIn
Linking Internally
Email marketing
16. Define a responsive web design.
Responsive web design makes web pages perform well on different devices like desktop,
mobile, and tablet. It ensures that the user has a great viewing experience no matter what
device they use to access your website. The practice of a responsive design consists of a mix
of flexible layouts, images, grids, and the use of CSS media queries.

17. What are the 3 ingredients of Digital Marketing?

The 3 ingredients of Digital Marketing are-
Traffic
Insights
Sale

18. What are the skills needed for Digital Marketing?

Digital Marketing is an amalgamation of innovation, creativity, and analytics; one
should have a creative mind, data analysis skills, writing and editing skills, and technical
skills to be a successful digital marketer.

19. Define content marketing.

Content marketing is a strategic marketing approach focused on creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly defined audience and
ultimately to drive profitable customer action

20. Write the importance or advantages of digital marketing.

1. Provides equal opportunity for all kinds of businesses

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2. More cost effective than traditional marketing
3. Delivers better conversion
4. Helps to generate better revenues

Part B&C
1. Explain the Opportunities for building Brand Website.
2. Explain the concepts of digital marketing strategy.
3. Discuss the applications and benefits of digital marketing.
4. Explain the concepts of planning and creation of website design.
5. Discuss the concepts of content marketing in detail

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UNIT 2 SEARCH ENGINE OPTIMISATION

PART-A

1. Define Search Engine Optimization.

Search engine optimization (SEO) is the process of improving the quality and quantity of
website traffic to a website or a web page from search engines.
2. List the types of Search Engine Optimization.
On page seo
Off page seo
Technical seo
Local seo
3. What is keyword strategy in marketing?

Grace COE
Keyword strategy means using keywords in your business and ad campaigns to attract
your target market audience. When it comes to B2B marketing, keyword strategy is
necessary to draw in your target audience.
4. List the SEO success factors.
High Quality content
User friendliness
Load speed
Security
Effective keywords
5. What is an on-page SEO?
Onpage optimization (AKA on-page SEO) refers to all measures that can be taken directly
within the website in order to improve its position in the search rankings. Examples of
this include measures to optimize the content or improve the meta description and title
tags.
6. What is off-page SEO?
Off-page SEO includes activities done off of a website in an effort to increase the site's search
engine rankings. Common off-page SEO actions include building backlinks, encouraging
branded searches, and increasing engagement and shares on social media.
7. What is meant by search engine marketing?
Search engine marketing (SEM) is a method of promotion and advertising to help companies’
content rank higher among search engine traffic. Like search engine optimization (SEO),
search engine marketing helps companies improve the way content is ranked by search
engines.
8. Why SEM is better than SEO?
Time is a major consideration when comparing SEO vs SEM. You can generate traffic from
SEM efforts almost immediately. In contrast, SEO can take months to deliver meaningful
traffic gains. Given the difference, it’s vital to be strategic with how you prioritize your
approach.
9. What are the limitations of SEM?
The disadvantages of a Scanning Electron Microscope start with the size and cost. SEMs
are expensive, large and must be housed in an area free of any possible electric, magnetic
or vibration interference. Maintenance involves keeping a steady voltage, currents to
electromagnetic coils and circulation of cool water.
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10. Difference between SEM and SEO.

11. List the pros and cons of SEO.

PROS:
Generate visits.
Increase the visibility of your brand.
Close sales.
It makes you a leader in the market.
Provide valuable content
CONS:
It takes time.
Your competition is the rest of the Internet.
Results are not guaranteed.
The cost of services is high
12. How search engine works?
So for search users, it's simple. They enter their query, and search engines look through
their index of web pages to find the best matches. Those matches are then ranked by an
algorithm and displayed in search engine results pages (SERPs).
13. What are the three main functions of search engines?
The three main functions of a search engine are collecting information about webpages,
categorizing those webpages, and creating an algorithm that makes it easy for people to find
relevant web pages
14. What is PPC advertising?
PPC stands for Pay-Per-Click.PPC is a type of internet marketing which involves advertisers
paying a fee each time one of their ads is clicked. It is cost effective. The components of PPC
are keywords, Ads, Bid, Price, Landing Page, and Conversion path.
15. Difference between on page techniques and off page techniques

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16. What are the types of Ads?

Banner ads
Native ads
Animations
Interactive content
Video content
17. What are the SEM components types?
Pay-per-click advertising
SEO or search engine optimization
Social media marketing
Impressive ad copy
Web analytics
Build Google Advertisement
18. What is pop-up displays?
Pop-up display ads use a pop-up content feature most commonly on websites to encourage users to
learn about offerings, sign up for services or purchase products from a business or brand.

Pop-ups usually appear on a website as a small, square box that motivates users to take a specific
action.

For example, a brand that provides online services to its customers may use popupson its website to
engage with and encourage potential customers to learn more aboutits offerings with an email
subscription.

19. What is google shopping?

Google Shopping is another excellent example of a PPC channel. It runs

through Google Ads and can be used by retailers to get their products in front of
interested shoppers. Since Google is the most used search engine, having your
products shown as part of the search engine results page (SERP) can hugely
increase visibility, impressions, and help drive traffic to your website.
On Google Shopping, advertisers place bids to secure the best possible spot on the
Shopping carousel, with the first spot being the most highly sought-after. The
reason is that 65% of shoppers click the first ad on the Google Shopping carousel
regardless of price, perhaps due to beliefs it’s from the highest quality retailer or

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sold at the best price available.
20. What are analysis of search volume and competitors?
It focuses widely on extra keywords competitively and fewer keywords competitively,

particularly for viewers. A person needs a brand to display as keywords competitively

further draw potential clients. Brandlabz is the best digital marketing company in
Kochi to evaluate search volume and competitiveness for firms to draw potential
clients.
PART B&C

1. Explain in Detail about Search engine optimization and Optimization Process.

2. Explain in detail about On-Page Techniques in SEO.3. Explain in detail about the SEM
components and their types.
4. Discuss in Detail about PPC advertising with example.
5. Explain in detail about Off-Page Techniques in detail.

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UNIT 3 E-MAIL MARKETING

Part A

1. Define E-Mail Marketing?

Email marketing is a type of direct digital marketing method that uses emails to engage with
a business's audiences. It involves sending promotional or informational content. Email
marketing is typically used to create product or brand awareness and generate leads or sales.
2. What are the 5 steps of email marketing?
Five Effective Email Marketing Steps
• Welcome Email.
• Build a community.
• Promotional Email.
• Abandon Email.
• Post-purchase Emails.
3. What are the types of E-Mail Marketing?
There are 4 types of E-Mail Marketing,they are
• Email Newsletters.
• Transactional email.
• Promotional Emails.
• Retention Emails.
3. Define Email Automation.
Email automation is a way to create emails that reach the right people with the right message
at the right moment—without doing the work every time, sending automated messages
leveraging a marketing automation tool.
4. What is Lead generation?
Lead generation is the process of generating consumer interest for a product or service with
the goal of turning that interest into a sale. In online marketing this typically involves
collecting a visitor's contact information (called a “lead”) via a web form.
5. What is an integration email?
Email integrations are tools that connect and provide additional functionality to an existing
email provider.
6. Define Integrating Email with social media.
Integrate email subscriber data with social media data to discover more about your target
audience. More data translates into greater conversion potential. Reuse content from social to
email and vice versa. It not only ensures consistency, but it also saves time and resources
7. What is a mobile email?
Your mobile provider gives you a special email address that can be used for sending text
messages to your phone. The mobile email addresses usually include your phone number
and include a name for the mobile carrier. Examples are [email protected] (for
Verizon)
and 3105551234@@tmomail.net (for T-Mobile).
8. How do you measure effectiveness of an email campaign?

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Nine Important Email Marketing Metrics to Measure
• Open Rate.
• Click-Through Rate.
• Unsubscribe Rate.
• Complaint Rate.
• Conversion Rate.
• Bounce Rate.
• Forward/Share Rate.
• Campaign ROI.
• Define Mobile Marketing.
Mobile marketing is any advertising activity that promotes products and services via mobile
devices, such as tablets and smartphones. It makes use of features of modern mobile
technology, including location services, to tailor marketing campaigns based on an
individual's location.
10. What is an example of mobile marketing?
Popular mobile marketing channels include mobile applications, in-app marketing messaging,
app-based push notifications, mobile-optimized websites, mobile paid search ads, locationbased mobile
ads, text message marketing, and more. This may be a robust list of types of
mobile marketing — but it's not exhaustive.
11. How effective is mobile marketing?

Mobile advertising is the most effective form of advertising on the internet. Mobile response
rate is 2.72 percent on average, with the highest rates being over 11%.
12. What are the 4 classification of mobile marketing?
The common types of mobile marketing include SMS marketing, mobile apps, mobile search
ads, mobile display ads, and mobile video ads.
13. What is a mobile channel in marketing?
Mobile marketing is a marketing strategy that specifically takes advantage of mobile channels
like SMS & MMS messaging, mobile apps, messaging apps, and mobile-optimized browser
sites to reach customers.
14. What is mobile marketing based on location?
Location-based marketing is a direct marketing strategy that uses a mobile device's location
to distribute content or services (such as push notifications) associated with a particular
place.
15. What is a context based marketing?
According to Wikipedia, Contextual Marketing refers to 'online and mobile marketing that
provides targeted advertising based upon user information, such as the search terms they're
using or recent web-browsing activity.
16. What is mobile app marketing?
Mobile app marketing is about interacting with your customers from when they first hear
about your app to when they become a regular and loyal user. To do this effectively, you have
to figure out your potential audience, where to find those people and what to say to them
17. What is mobile marketing in ecommerce?

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Mobile marketing is any promotional activity that takes place on smartphones and other
handheld devices such as tablets.
18. What are SMS marketing campaigns?
Short message service (SMS) marketing is a form of marketing that businesses use to send
promotions to customers via text messages.
19. What is the use of SMS campaign?
Benefits of SMS marketing that will help strengthen your business:
• High open rates.
• Better conversion rate.
• SMS is inexpensive.
• Greater audience reach.
• Instant delivery.
• Campaign success visibility.
• Easy Opt-in/Opt-out.
• Flexible and reliable.
20. What is the targeting process in mobile marketing?
Mobile targeting is the process that allows advertisers to reach potential customers on their
smartphones and serve them customized ads, based on demographic data, browsing
behavior, location, or interests.

PART B&C
1. What are the Email Marketing Campaign Process?
2. .What is Mobile Marketing? Explain in detail.
3. What are various MOBILE App Creation Strategy?
4. .Discuss about Benefits of Integrating SMS and Email into Your Marketing Strategy.
5. Explain about MOBILE COMMERCE.

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UNIT 4 SOCIAL MEDIA MARKETING

PART A

1. What is social media marketing?

Social media marketing is a form of digital marketing that leverages the power of popular
social media networks to achieve your marketing and branding goals.
2. What are Social media channels?
Social Media Channels means blogs, micro-blogs, wikis, social networks, social
bookmarking services, user rating services and any other online collaboration, sharing or
publishing platform.
3. What is mean by Leverage social media?
Leveraging social media allows brands to use the power of social networking sites to reach
their customers better. This approach helps companies be a part of the online
conversation and engage and inform consumers.
4. What are the benefits of leveraging social media?
• Faster, Easier Communication
• Social Makes Your Brand More Relatable.
• Social is Great for Promoting Content.
• Reputation Management.
• Generate Leads Directly & Indirectly.
5. What is the leveraging process in branding?
Brand leveraging is the strategy to use the power of an existing brand name to support a
company's entry into a new but related product category by communicating valuable product
information to the consumer.
6. What is a benchmark campaign?

A benchmark is an industry standard you can use to compare your business to others like it.
Campaign benchmarking helps put your email performance data in context, so you can better
understand what you're doing well—and what you may need to improve.
7. What are benchmark examples?
Benchmarks could be used to compare processes in one retail store with those in another
store in the same chain. External benchmarking, sometimes described as competitive
benchmarking, compares business performance against other companies.
8. What is the benchmark strategy?
Benchmarking is a strategy tool used to compare the performance of the business processes
and products with the best performances of other companies inside and outside the
industry.
9. What are the 4 steps of benchmarking?
• Look for Benchmarking Resources.
• Choose Your KPIs to Measure Success.
• Diligently Track Your Data.
• Use Your Benchmarks to Make Data-Driven Decisions.
10. What do you mean by engagement marketing?
Engagement marketing is the use of strategic, best marketing strategy, resourceful content to

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engage people, and create meaningful interactions over time.
11. What are the 4 types of engagement?
• Contextual engagement.
• Engagement of convenience.
• Emotional engagement.
• Social engagement.
12. What is engagement strategy?
A customer engagement strategy is a plan for creating an ongoing positive experience that
keeps customers coming back to your product or service. Your plan will include the actions
you'll take, and the resources needed to implement them.
13. How important is engagement in marketing?
Engaging customers and adding value to their experience will keep your brand at the front of
their minds. The better engaged they are, the longer you'll be able to retain them, and the
more loyal they will be to you.
14. How to build customer relationship?
The best way to build strong customer relationships is to provide quick, genuine customer
service. A good customer service experience makes your brand stand out from the
competition and endears loyalty in customers.
15. What are the 3 keys to building customer relations?
Three keys to building customer relations, according to the experts. Some of the simplest
wisdom about customer relations is the best: Be kind. Treat everyone as a human being.
Know your stuff.
16. What are the 5 components of customer relationship?
• Communication. At its core, customer relationship management is an
incredibly simple premise.
• Organization: Organization is the second important element of an effective CRM.
• Marketing and Sales.
• A 360 Degree View of Data.
• Optimization via Automation
17. How to Build Customer Loyalty
• Know your customers (and let them know you).
• Create a customer loyalty program.
• Set up a referral program.
• Play to your strengths.
18. What are the drivers of loyalty?
This confirms the hypothesis that satisfied loyalists are driven by habit, familiarity, comfort
and satisfaction, and being better is not as important as delivering the brand promise. They
are instead going to stick to the brand as long as it delivers.
19. What is loyalty in digital marketing?
Customer loyalty is where your customers repeatedly buy your products and visit your
website or social media channel because they are emotionally invested in your products and
brand.
20. What is influencer marketing?
Influencer marketing is collaboration between popular social-media users and brands to

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promote brands' products or services.
PART B&C
1. Ellaborate the concepts of social media marketing.
2. Discuss how social media channels are used by brands for leveraging brand conversation and buzz
with suitable example.
3. How can mobile app, social CRM and gamification help you toengage with your customers?
4. Elluciate the ways of creating loyalty drivers in social media marketing.
5. Explain the concept of engagement marketing and influencer marketing.

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UNIT 5 DIGITAL TRANSFORMATION

PART A

1. What is digital transformation?

Digital transformation is the process of using digital technologies to create new — or modify
existing — business processes, culture, and customer experiences to meet changing
business and market requirements.
(OR)
Digital transformation is the process of using digital technologies to transform existing
traditional and non-digital business processes and services, or creating new ones, to meet
with the evolving market and customer expectations, thus completely altering the way
businesses are managed and operated, and how value is delivered to customers.
2. What are the 4 main areas of digital transformation?
The 4 Main Areas of the Digital Transformation Process:
• Process Transformation.
• Business Model Transformation.
• Domain Transformation.
• Cultural/Organizational Digital Transformation.
3. What is an example of a digital transformation?
• IT Modernization such as switching to a cloud environment,
• Being remote-ready,
• Reskilling employees,
• Implementing automation to accelerate customer support and service,
• Using AI-driven insights to enhance sales efficiency.
4. List some Real-world examples of digital transformation.
• The digital transformation of Netflix.
• NIKE's Digital Transformation through SNKRS App.
• Starbucks Using AI Technology to Enhance Customer Satisfaction.
• AUDI's Digital Showroom.
• Adobe's Digital Transformation.
5. What are the 3 R's of digital transformation?
• Reimagine,
• Roadmap,
• Results.
6. What are the 3 P's of digital transformation?
• People first,
• Process second,
• Platform/technology third.
7. What are the 5 A's of digital transformation?
Audience,
• Assets,
• Access,
• Attribution,

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• Automatisation.
8. What are the stages of digital transformation?
• Business as usual,
• Present and active,
• Formalized,
• Strategic,
• Converged,
• Innovative and adaptive.
9. What are all the challenges of digital transformation?
• Security concerns,
• Budget constraints,
• Upskilling and recruitment,
• Lack of expertise,
• Continuous evolution of customer needs.
10. What are 4.0 digital transformations?
The digital transformation offered by Industry 4.0 has allowed manufacturers to create digital
twins that are virtual replicas of processes, production lines, factories and supply chains.
11. What is another name for digital transformation?
Digital transformation is frequently thought of as synonymous with 'digitization' and
‘digitalization’.
12. What are the benefits of digital transformation?
• Reduce Costs,
• Improve Product and Service Quality,
• Improve Time-to-Market,
• Drive Growth,
• Improve the Customer Experience,
• Enhance Company Culture,
• Make Data-Driven Decisions.
13. What are the different types of digital attribution?
• First-touch,
• Last-touch,
• Linear,
• Time decay,
• U-shaped,
• Multi-touch,
W-shaped multi-touch.
14. What is channel attribution (OR) What is multi-channel attribution in
digital marketing?

Multi-channel attribution describes the process of figuring out which avenues of marketing
in a customer journey ultimately lead to the conversion.
15. What is Web analytics?
Web analytics refers to the process of collecting website data and then processing, reporting,
and analyzing it to create an online strategy for improving the website experience.

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(OR)
The process of web analytics is the collection and use of data from a website.
16. What are the steps of Digital Marketing Data Analysis Strategy to Drive Business
Growth?

• Define a Problem,
• Set Data-Driven Goals,
• Collect Accurate Data,
• Make Informed Changes,
• Experiment and Advance,
• Assess and Pivot.
17. List the recent trends in digital marketing.
• Artificial Intelligence (AI),
• The new wave of influencer marketing,
• Personalized marketing,
• Short-form video content,
• Multi-channel social media marketing,
• Linkedin,
• SEO,
• Customer experience,
• Ethics in digital marketing,
• Inclusive marketing,
• Google Analytics 4,
• Gen Z.
18. Define web analytics tools with the
example. Web analytics tools
Web analytics tools report important statistics on a website, such as where visitors came
from, how long they stayed, how they found the site and their online activity while on the
site. In addition to web analytics, these tools are commonly used for product
analytics, social media analytics and marketing analytics.
Some examples of web analytics tools include the following:
Google Analytics. Google Analytics is a web analytics platform that monitors
website traffic, behaviors and conversions. The platform tracks page views, unique
visitors, bounce rates, referral Uniform Resource Locators, average time on-site,
page abandonment, new vs. returning visitors and demographic data.
Optimizely. Optimize is a customer experience and A/B testing platform that
helps businesses test and optimize their online experiences and marketing efforts,
including conversion rate optimization.
19. What are the two main categories of web analytics?
The two main categories of web analytics are off-site web analytics and on-site web
analytics.
20. Write down the Web analytics process
The web analytics process involves the following steps:
1. Setting goals.

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2. Collecting data.
3. Processing data.
4. Identifying key performance indicators (KPIs).
5. Developing a strategy.
6. Experimenting and testing.
PART B&C
1. Digital Transformation is more about strategy and new ways of thinking .Explain how it is
happening with suitable example.
2. Ellaborate the concept of Channel Attribution with an example.
3. Explain the concept of Analytics- Ad-words, Email, Mobile, Social Media, Web Analytics.
4. Explain the concept of Changing your strategy based on analysis.
5. Discuss on the Recent trends in Digital marketing based on your experience as the young customer.

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