Assignment 3

 Assignment 3

Q1. Write short notes on any five of the following:

(a) PPC Advertising)
Pay-Per-Click (PPC) advertising is a digital marketing model where advertisers pay a fee each time their ad is clicked. It is commonly used in search engine advertising (e.g., Google Ads) to drive traffic to websites.

(b) POEM (Paid, Owned, Earned Media)
POEM is a framework for digital marketing:

• Paid Media – Advertising through paid channels like Google Ads, social media ads, etc.
• Owned Media – Company-controlled platforms like websites, blogs, and social media pages.
• Earned Media – Organic exposure gained through customer reviews, shares, and word-of-mouth.

(c) Affiliate Marketing)
Affiliate marketing is a performance-based marketing strategy where businesses reward affiliates (partners) for driving traffic or sales through their unique referral links.

(d) Crawler)
A web crawler (or spider) is a program used by search engines to scan and index web pages. Crawlers help search engines update their databases and rank websites accordingly.

(e) Content Marketing)
Content marketing focuses on creating and distributing valuable, relevant, and consistent content to attract and retain an audience. It includes blogs, videos, social media posts, and more.

(f) Types of Blogs)
There are several types of blogs, including:

• Personal Blogs – Individuals share personal experiences or hobbies.
• Niche Blogs – Focused on a specific industry or topic (e.g., tech, fashion).
• Business Blogs – Used by companies for brand awareness and engagement.
• News Blogs – Cover current events and trending topics.

Q2. Digital Marketing vs. Conventional Marketing

Digital marketing uses online platforms like social media, email, and search engines, whereas conventional marketing relies on offline methods like print, TV, and billboards.

Key Differences:

• Reach – Digital marketing has a global reach, while traditional marketing is often local or regional.
• Cost – Digital campaigns are more cost-effective than TV and print ads.
• Interactivity – Digital marketing enables direct engagement with customers.
• Measurability – Digital campaigns can be tracked with analytics, unlike traditional marketing.

OR

Q2. Influencers in Social Media Campaign Success

Influencers play a crucial role in social media marketing by promoting brands to their followers. Their success depends on:

• Authenticity – Audiences trust influencers more than traditional ads.
• Engagement – Influencers generate higher engagement than brand pages.
• Niche Targeting – Brands can reach specific audience segments.
  However, challenges like fake followers and credibility issues also exist.

Q3. Email Marketing Strategies & Challenges

Email marketing remains a powerful tool, but many companies fail to use it effectively.

Challenges:

• Poor Targeting – Sending generic emails leads to low engagement.
• Spam Issues – Many emails end up in spam folders.
• Lack of Personalization – Generic emails reduce customer interest.
• Low Open Rates – Without engaging subject lines, emails remain unread.

Solutions:

• Segmentation & Personalization – Tailoring content for different audiences.
• A/B Testing – Testing different email formats to optimize performance.
• Engaging Content – Using attractive visuals and compelling copy.

Q4. Scope & Advantages of Digital Media Marketing

Scope:

• Social media marketing
• Search engine optimization (SEO)
• Content marketing
• Email marketing
• Influencer marketing

Advantages:

• Cost-effective
• Real-time tracking and analytics
• Higher audience engagement
• Global reach
• Personalization and automation

Types of Web Presence:

• Static Websites – Basic company websites with information.
• Dynamic Websites – Interactive platforms like e-commerce sites.
• Social Media Pages – Business pages on Facebook, Instagram, LinkedIn, etc.
• Blogs & Forums – Informative content hubs for brand engagement.

Q5. SEO & Difference Between On-Page and Off-Page SEO

SEO (Search Engine Optimization) improves website visibility on search engines.

On-Page SEO:

• Optimizing website content, titles, meta descriptions.
• Using proper keywords and internal linking.
• Improving page speed and mobile-friendliness.

Off-Page SEO:

• Building backlinks from other websites.
• Social media marketing and influencer collaborations.
• Guest blogging and forum discussions.

Q6. Role of Social Media in Marketing Research

Social media helps businesses gather valuable insights about customers.

Roles:

• Customer Behavior Analysis – Understanding preferences through likes, shares, and comments.
• Competitor Research – Monitoring competitor strategies.
• Real-Time Feedback – Collecting customer reviews and opinions.
• Trend Analysis – Identifying trending topics to create relevant campaigns.

Q7. Write short notes on any three of the following:

(a) E-Commerce and Start-ups)
E-commerce refers to online buying and selling, helping startups grow without physical stores. Platforms like Amazon and Shopify enable easy business setup.

(b) Skill India)
Skill India is a government initiative to train youth in various industries, helping them secure jobs and contribute to the economy.

(c) Web Analytics)
Web analytics involves analyzing website traffic and user behavior using tools like Google Analytics to optimize marketing strategies.

(d) M-Commerce Latest Trends)
Mobile commerce (M-Commerce) is growing rapidly. Trends include:

• Mobile payment solutions (Google Pay, Apple Pay)
• Voice search optimization
• Augmented reality shopping experiences

(e) SERP (Search Engine Results Page))
SERP is the page displayed by search engines in response to a query. It includes organic results, paid ads, and featured snippets.

(f) Conversion Funnel)
The conversion funnel represents the customer journey:

1. Awareness – The customer discovers the brand.
2. Interest – They engage with content.
3. Consideration – They explore products/services.
4. Conversion – They make a purchase.