(SEM VIII) THEORY EXAMINATION 2023-24 DIGITAL AND SOCIAL MEDIA MARKETING

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SECTION A

(Attempt all | 2 × 10 = 20 Marks)

a. What is Inbound Marketing?
Inbound marketing is a strategy that attracts customers by creating valuable content and experiences rather than pushing products through traditional advertising.

b. Define digital consumers.
Digital consumers are individuals who use digital platforms like websites, social media, and mobile apps to search, compare, and purchase products or services.

c. Define Online Advertising.
Online advertising is the promotion of products or services through the internet using platforms such as search engines, social media, websites, and mobile apps.

d. Explain what is Social Media Strategy.
A social media strategy is a planned approach to creating, publishing, and managing content on social media platforms to achieve business goals.

e. What makes a video marketing?
Video marketing uses video content to promote brands, engage audiences, explain products, and increase conversions through storytelling and visuals.

f. What is the most popular video marketing?
Short-form videos on platforms like YouTube, Instagram Reels, and TikTok are the most popular forms of video marketing.

g. What is the primary goals of online reputation management?
The primary goal is to build trust, maintain a positive brand image, manage reviews, and respond effectively to negative feedback online.

h. Write the online management tips.
Online management tips include monitoring reviews, engaging with customers, posting consistent content, responding quickly, and maintaining brand tone.

i. What is digital revolution?
Digital revolution refers to the shift from traditional systems to digital technologies such as computers, internet, mobile devices, and automation.

j. What is digital transformation?
Digital transformation is the integration of digital technologies into all areas of business to improve operations, customer experience, and value delivery.

SECTION B

(Attempt any THREE | 10 × 3 = 30 Marks)

2(a) Traditional Marketing vs Digital Marketing

Traditional marketing uses offline channels like newspapers, TV, and billboards with one-way communication. Digital marketing uses online platforms such as social media, search engines, and email with two-way interaction. Digital marketing is cost-effective, measurable, targeted, and allows real-time feedback, while traditional marketing has limited reach measurement and higher cost.

2(b) Ways of Social Media Strategies

Social media strategies include identifying target audience, selecting suitable platforms, creating engaging content, maintaining posting consistency, using analytics, running paid campaigns, influencer collaboration, and community engagement to build brand awareness and loyalty.

2(c) Gamification vs Game-Based Learning

Gamification applies game elements like points, badges, and leaderboards to non-game activities to increase engagement. Game-based learning uses actual games designed to teach specific skills or knowledge. Gamification motivates participation, while game-based learning focuses on experiential education.

2(d) Qualities of a successful digital transformation leader

A successful digital transformation leader should possess vision, adaptability, technological awareness, strategic thinking, strong communication skills, customer focus, and the ability to manage change and innovation.

2(e) Why digital transformation matters

Digital transformation matters because it improves efficiency, enhances customer experience, increases competitiveness, enables data-driven decisions, reduces costs, and supports innovation in a rapidly changing digital environment.

SECTION C

3(a) Stages of a Digital Customer Journey

The stages include awareness, consideration, decision, purchase, retention, and advocacy. Customers first become aware of a brand, evaluate options, make a purchase, and later become loyal promoters if satisfied.

3(b) Why optimizing Digital Customer Journey is important

Optimizing the digital customer journey improves user experience, increases conversion rates, enhances customer satisfaction, reduces drop-offs, and builds long-term brand relationships through personalized interactions.

4(a) Various media in Social Media Marketing (SMM)

Media in SMM include social networking sites (Facebook, LinkedIn), media sharing platforms (Instagram, YouTube), microblogging (Twitter), forums, blogs, and messaging apps for engagement and promotion.

4(b) How to make Online Advertising more effective

Online advertising becomes effective by targeting the right audience, using attractive visuals, compelling copy, A/B testing, analytics tracking, retargeting, and optimizing campaigns continuously.

5(a) Role of digital marketing in acquiring new customers

Digital marketing helps acquire customers through SEO, social media ads, email marketing, content marketing, influencer campaigns, and personalized communication, reaching wider audiences efficiently.

5(b) Importance of affiliate marketing networks

Affiliate marketing networks connect advertisers with publishers who promote products and earn commissions. They increase reach, reduce marketing risk, and provide performance-based promotion.

6(a) Important technologies in digital transformation

Key technologies include cloud computing, big data analytics, artificial intelligence, IoT, automation, cybersecurity, and mobile technologies that enhance business agility and innovation.

6(b) Analytical tools in digital marketing

Analytical tools include Google Analytics, Google Search Console, SEMrush, Ahrefs, HubSpot, Facebook Insights, and email analytics tools for performance measurement and optimization.

7(a) Brief history of digital revolution

The digital revolution began with computers, followed by the internet, mobile technology, social media, cloud computing, and AI. It transformed communication, business, education, and society globally.