IV B.TECH CSE
DIGITAL MARKETING
UNIT 1
Introduction to Digital Marketing
Evolution of Digital Marketing from traditional ,Role of Internet, Current trends, Info-graphics Implications for business & society, Emergence of digital marketing as a tool, Drivers of the new marketing environment, Digital marketing strategy, P.O.E.M. framework, Digital landscape, Digital marketing plan, Digital marketing models.
Assignment-1 Questions
1. a) Distinguish between Traditional Marketing and Digital Marketing (K2) (5M)
b) Illustrate the Characteristics of Digital Marketing (K2) (5M)
2. a) Explain the Digital marketing strategy with AIDA model (K2) (5M)
b) Analyse the Role of Digital marketing with reference to the different stages of AIDA Model
(K4) (5M)
3. a) Explain PIRATE model in Digital Marketing. (K2) (5M)
b) Explain POEM Framework and Bottom-Up and Top-Down Convergence Model (K2) (5M)
4. a) Analyse difference stages of Digital Landscape in Digital Marketing (K4) (5M)
b) Explain different stages of Digital Marketing Plan (K2) (5M)
5. a) Explain any five Digital Marketing Models in detail (K2) (5M)
b) Explain current Trends in Digital Marketing (K2) (5M)
UNIT 2
Internet Marketing and Digital Marketing Mix
Internet Marketing, Opportunities and challenges, Digital marketing framework, Digital Marketing mix, Search Engine Advertising, Pay for Search Advertisements, Ad Placement, Ad Rank,Creating Ad Campaigns, Types of Display Ads, Buying Models, Programmable Digital Marketing, Analytical Tools and examples, YouTube marketing with examples.
UNIT 3
Social Media Marketing Introduction to social media platforms, penetration & characteristics, Building a successful social media marketing strategy, Face book Marketing, Business through Face book Marketing, Creating Advertising Campaigns, Adverts, Face book Marketing Tools LinkedIn Marketing, Introduction and Importance of LinkedIn Marketing, Framing LinkedIn Strategy, Lead Generation through LinkedIn, Content Strategy, Analytics and Targeting.
DIGITAL MARKETING IMPORTANT QUESTIONS FOR MID-1
UNIT 4
Twitter Marketing Introduction to Twitter Marketing, how twitter Marketing is, framing content strategy, Twitter Advertising Campaigns, Instagram and Snapchat, Digital Marketing Strategies, Mobile Advertising, Forms of Mobile Marketing, Features Mobile Campaign Development, Mobile Advertising Analytics.
UNIT 5
DIGITAL MARKETING
MULTIPLE CHOICE QUESTIONS –II MID
1) Which of the following is the
correct depiction of Digital Marketing?
a.
E-mail Marketing
- Social
Media Marketing
- Web
Marketing
- All
of the above
Answer: d) All of the
above
2) Which of the following is
incorrect about digital marketing?
a.
Digital marketing can only be done offline
- Digital
marketing cannot be done offline.
- Digital
marketing requires electronic devices for promoting goods and services.
- In
general, digital marketing can be understood as online marketing, web
marketing, and e-mail marketing.
Answer : b) Digital marketing cannot be done offline.
3) How many types of pillars do we
have in digital marketing?
a.
1
- 2
- 3
- 4
Answer: b) 2
4) What is considered while creating
a front page of the website or homepage?
a.
References of other websites
- A
brief elaboration about the company
- Logos
portraying the number of awards won by the web designer
- None
of the above
Answer: d) None of
the above
5) What is the name of the process in
which marketing is achieved by incorporating tools, techniques, electronic devices,
technologies, or systems?
a.
Internet Marketing
- Direct
Marketing
- Electronic
Marketing
- Interactive
Marketing
Answer: c) Electronic
Marketing
6) Which of the following factors are
responsible for leaving an impact on the Google PageRank?
a.
The text depicting inbound links to a page of a website.
- A
total number of inbound links to a website's page.
- The
subject matter of the site providing the inbound link to a page of a
website.
- The
number of outbound links on the page that contains the inbound link to a
page of a website.
Answer: b) Total
number of inbound links to a website's page.
7) The full form of FFA page is
__________.
a.
Free for All Links
- Free
for Alexa
- Free
for Alternative Links
- Free
for All Search Engine
Answer: a) Free for
All Links
8) Which of the following is the
correct depiction of optimization strategy?
a.
Orange Hat Techniques
- Grey
Hat Techniques
- Shady
Hat Techniques
- Blue
Hat Techniques
Answer: b) Grey Hat
Techniques
9) __________ is responsible for
hamper the search rankings.
a.
Connecting to your own website from any random website.
- Utilizing
the same colors of texts as that of your background pages.
- Integrating
page templates into your page template.
- None
of the above
Answer: b) Utilizing
the same colors of texts as that of your background pages.
10) Which of the following is the
correct name for Facebook's ranking algorithm?
a.
Face Rank
- Edge
Rank
- Like
Rank
- Page
Rank
Answer: b) Edge Rank
11) Micro-blogging can be defined as
__________.
a.
Mobile related blogs
- Blogs
posted by companies instead of an individual
- Blogs
encompassing limited individual posts, which are typically limited by
character count.
- None
of the above
Answer: c) Blogs
encompassing limited individual posts, which are typically limited by character
count.
12) Name the features offered by
LinkedIn for paid business accounts.
a.
Facilitate posting pictures
- Facilitate
to connect directly and send messages to people
- Ability
to post in Groups and create a Group
- Ability
to block users
Answer: b) Facilitate
to connect directly and send messages to people
13) In what ways can site traffic
help in assessing the market value?
a.
Overall site traffic can be followed, and a general idea of marketing's
impact can be determined.
- There
is no association between the site traffic and marketing
- Ads
can send receivers to a specific landing page, which can be tracked
- Product
sales from the company website can be attributed directly to the marketing
campaign
Answer: c) Ads can
send receivers to a specific landing page, which can be tracked
14) Creative marketing can be defined
as __________.
a.
A marketing department entailing several employees.
- The
brand value of an organization.
- A
set of schemes undertaken by the organization for distributing the
marketing material.
- The
marketing content and its inventive aspect.
Answer: d) The
marketing content and its inventive aspect.
15) Which of the following is the
correct abbreviation CMS?
a.
Content Maintenance Site
- Content
Maintenance System
- Content
Management System
- Content
Marketing System
Answer: C) Content Management
System
16) Which of the following doesn't
define the correct roles and responsibilities of content marketing strategy?
a.
A strategy that tries to appeal and recall its target audience.
- A
marketing strategy approach.
- Yet
another name of social media marketing.
- A
technique more focused on creating and distributing valuable as well as
relevant content to its users/audiences.
Answer: c) Yet
another name of social media marketing
17) Which of the following practices
are not suggested for producing relevant content?
a.
For creating notable content recurrently, create hero "content for
tent-pole events".
- For
creating valuable content constantly, create a series of scheduled
hub" content."
- For
creating more content than your competitors, create lots of articles that
are short, unsubstantial, or otherwise lacking in helpful specifics.
- For
creating relevant content consistently, create help" content to
answer queries."
Answer: c) For
creating more content than your competitors, create lots of articles that are
short, unsubstantial, or otherwise lacking in helpful specifics.
18) Which of the following are
essentially required to make a business case for content marketing?
a.
Industry best practices.
- Objectives
and KPIs.
- Impacts
and challenges.
- All
of the above
Answer: d) All of the
above
19) Which of the following metric is
used for tracking the status of email marketing?
a.
Conversion Rate
- Open
Rate
- Bounce
Rate
- All
of the above
Answer: d) All of the
above
20) Which of the following features
corresponds to the role of the lead nurturing platform?
a.
A/B Testing
- Campaigning
- Landing
Page Creation
- All
of the above
Answer: d) All of the
above
21) In the email campaign, __________
delivers the advertisements into the group of targeted customers.
a.
Spoofing
- Indirect
email marketing
- Direct
email marketing
- Spamming
Answer: c) Direct
email marketing
22) What will happen if white space
is repeatedly used around the object?
a.
It will reduce the readability
- It
will create a border
- It
will make it more appealing by augmenting the object
- All
of the above
Answer: c) It will
make it more appealing by augmenting the object
23) __________ plays a vital role in
persuading the open rates.
a.
Word choice
- Industry
- Personalization
- None
of the above
Answer: c)
Personalization
24) Which of the following is the
most common delivery channel in terms of mobile marketing?
a.
Graphic
- Text
- Voice
call
- Search
engine marketing
Answer: b) Text
25) In mobile marketing, the full
form of LBS is __________.
a.
Location-based service
- List-based
service
- Lead-based
service
- None
of the above
Answer: a)
Location-based service
26) What is meant by Impression
Share?
a.
The percentage of times your ad was displayed divided by all possible
impressions for that search term.
- The
percentage of times your ad was displayed when it was eligible to be
displayed.
- The
percentage of times your ad was displayed higher than your primary
competitor.
- The
percentage of impressions you lost due to a low ad rank.
Answer: c) The
percentage of times your ad was displayed higher than your primary competitor.
27) In order to assess the maximum
revenue generated by an Ad on the app, which of the following metrics is chosen
by the developer?
a.
eCPI
- eCOM
- eCPA
- None
of the above
Answer: c) eCPA
28) Which of the following formulas
is used by Pay-per-click?
a.
Ads clicked (#) / Advertising cost ($)
- Advertising
cost ($) + Ads clicked (#)
- Advertising
cost ($) / Ads clicked (#)
- Ads
clicked (#) * Advertising cost ($)
Answer: c)
Advertising cost ($) / Ads clicked (#)
29) The correct formula for
determining an actual CPC as when an advertisement is clicked can be
mathematically derived as __________.
a.
Position * QS
- Impressions
* Clicks
- Clicks
/ Impressions
- QS *
Max CPC (bid)
Answer: d) QS * Max
CPC (bid)
30) In which case the conversion rate
optimization results in diminishing returns?
a.
When the conversion rate is 30%
- In 5
years
- When
you don't notice any dramatic increase in results
- Never
Answer: d) Never
31) Which of the following correctly
defines the main concept behind Conversion Optimization?
a.
Rapidly making significant changes to check which one possesses the
fastest results
- Making
insignificant incremental changes over time to check which one possesses
the best results
- Making
numerous changes on your website to check the result
- Frequently
changing the website's layout to see if it appeals to more audience
Answer: b) Making
insignificant incremental changes over time to check which one possesses the
best results
32) In what ways can you beat your
customer's expectations?
a.
By making your product more appealing
- By
providing unique services to your customer
- By
providing great deals in terms of discounts to your customer
- By
getting appropriate and relevant reviews from your customers on your
website
Answer: b) By
providing unique services to your customers
33) Google Analytics can never
recognize returning users on mobile apps.
a.
True
- False
- Can
be true or false
- Not
defined
Answer: b) False
34) Which of the following option
will correctly give the success rate of the latest Facebook post?
a.
Click-through and pageviews
- Impressions
and click-through
- Likes
and Impressions
- Reach
and engagement
Answer: d) Reach and
engagement
35) The hyperlink refers to a
__________.
a.
Inbound link
- Outbound
link
- IFTTT
link
- KPI
link
Answer: a) Inbound
link
36) What is the correct abbreviation
of SERP?
a.
Search Engine Result Page
- System
Engine Random Page
- Search
Estimate Result Page
- System
Estimate Random Page
Answer: a) Search
Engine Result Page
37) Where do we use keywords?
a.
Tags
- Title
- Description
- All
of the above
Answer: d) All of the
above
38) How many lines are essentially
required to write in the description box of a channel?
a.
5
- 2
- 3
- 1
Answer: a) 5
39) The correct abbreviation of ROI
is __________.
a.
Risk on investment
- Return
on income
- Risk
on income
- Return
on investment
Answer: d) Return on
investment
40) __________ falls under the A/B
testing tools.
a.
Google Content Experiments
- Visual
Website Optimizer
- Both
(a) and (b)
- None
of the above
Answer: c) Both (a)
and (b)
41. What is the full form of SEM?
A. Social Engine
Marketing
B. Search Engine
Marketing
C. Search Engine
Management
D. Social Engine
Management
Answer: B) Search Engine Marketing
42. What is the full form of SEO?
A. Social Engine Optimal
B. Search Engine Optimal
C. Search Engine
Optimization
D. Social Engine Optimization
Answer: C) Search Engine Optimization
43. Using ____, you improve your site's structure and content and
conduct promotional activities to enhance your ranking on search engines.
A. Search Engine
Optimization
B. Social Media
Marketing
C. Social Media
Optimization
D. Search Engine Marketing
Answer: A) Search Engine Optimization
44. ____ is/are part(s) of SEO.
A. Off-Page
B. On-Page
C. Both A and B
D. None of the above
Answer: C) Both A and B
45. In On-Page SEO, website owners use various methods and measures
within their own websites to improve their website's ____ on search engines.
A. Pages
B. Ranking
C. Portal
D. Data
Answer: B) Ranking
46. An on-page search engine optimization strategy involves dealing with
elements of SEO within a website, such as ____, etc.
A. Meta Tags
B. Technical Tags
C. Content Quality
D. All of the above
Answer: D) All of the above
47. ____ contain meta tags that contain information about their content.
A. Pages
B. Sites
C. Portals
D. Browsers
Answer: A) Pages
48. As Meta Tags help search engines ____ the page, they are extremely
important in terms of SEO.
A. Understand
B. Index
C. Both A and B
D. None of the above
Answer: C) Both A and B
49. All your key ____ related to your page's content are included in the
meta tag.
A. Keywords
B. Description
C. Tags
D. Titles
Answer: A) Keywords
50. A ___ page ranks higher in the search engine than a ___ one.
A. Long, short
B. Short, Long
C. Brief, Short
D. Brief, Long
Answer: A) Long, short
51. Google may use ____ links to determine trustworthiness.
A. Content
B. Sitemap
C. Outbound
D. Internal
Answer: C) Outbound
52. Using ____, traffic can be diverted from one page to another by
linking popular pages to new ones.
A. Sitemaps
B. Internal Links
C. Meta Tags
D. Meta Description
Answer: B) Internal Links
53. Image optimization requires ____, etc., to be added to the image.
A. Alt text
B. Description
C. Both A and B
D. None of the above
Answer: C) Both A and B
54. In order for search engines to ____, your site, a sitemap is created
for it.
A. Tag
B. Index
C. Point
D. Delete
Answer: B) Index
55. To optimize your URL, it should be less than ___ characters.
A. 256
B. 255
C. 254
D. 257
Answer: B) 255
56. Important Off-Page SEO factor(s) is/are?
A. Influencer Outreach
B. Guest posting
C. Forum Submission
D. All of the above
Answer: D) All of the above
57. Link ____ is an off-page SEO technique that focuses on increasing
links to a site.
A. Disability
B. Ability
C. Locality
D. Popularity
Answer: D) Popularity
58. ____ and Google+ are all social media sites that are utilized in
Social Media Optimization to increase traffic and, consequently, ranking for
websites.
A. Facebook
B. Twitter
C. LinkedIn
D. All of the above
Answer: D) All of the above
59. Which of the following does not come under Twitter features?
A. Alert
B. Analytics
C. Moments
D. None of the above
Answer: D) None of the above
60. LinkedIn feature(s) for Marketing is/are -
A. Ad Campaign on
LinkedIn
B. LinkedIn Group
C. Both A and B
D. None of the above
Answer: C) Both A and B
61. Pinterest feature(s) for Marketing is/are -
A. Create Pinterest
Boards
B. Join Pinterest Boards
C. Create a Business
Account on Pinterest
D. All of the above
Answer: D) All of the above
62. A search engine marketing strategy uses paid advertisements such as
____ (PPC) ads that appear above organic results in search engine results
pages.
A. Page per click
B. Point per click
C. Pay per click
D. None
Answer: C) Pay per click
63. Unlike paid marketing where you pay for clicks and traffic, ____
gives you a free slot in the search results based on the relevance and quality
of your content.
A. SEO
B. SMM
C. SEM
D. SMO
Answer: A) SEO
64. Google ads are also known as -
A. PPC advertising
B. Pay-per-click
advertising
C. Both A and B
D. None of the above
Answer: C) Both A and B
65. How many networks do Google ads have?
A. 2
B. 3
C. 4
D. 5
Answer: A) 2
66. When a customer clicks on your PPC ad, they arrive on your ____
page.
A. Home
B. About
C. Landing
D. Contact
Answer: C) Landing
67. Ads are displayed on websites that have given space to Google for
advertising in the ____ network.
A. Search Engine
B. Display
C. Both A and B
D. None of the above
Answer: B) Display
68. Which of the following is not a benefit of email marketing?
A. Brand awareness is
increased as a result.
B. Based on previous
sales and purchases, you can create highly personalized messages or ads.
C. Your Email Campaign
will also provide you with metrics to evaluate its performance.
D. Smaller Reach
Answer: D) Smaller Reach
69. Select the correct email marketing tool(s) -
A. Mail chimp
B. Litmus
C. Active Campaign
D. All of the above
Answer: D) All of the above
70. Affiliate Marketing is a relationship between -
A. Advertiser, Publisher
B. Publisher, Consumer
C. Consumer, Advertiser
D. Advertiser,
Publisher, and Consumer
Answer: D) Advertiser, Publisher, and Consumer
71. Ads are displayed on websites that have given space to Google for
advertising in the ____ network.
A. Search Engine
B. Display
C. Both A and B
D. None of the above
Answer: B) Display
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