ASSIGNMENT – 03 Name: Yash Ahuja Enrollment No.: 08817002023 Division: B Semester: 4th Shift: 1st (Morning) Programme: BCA

 Q1. Write short notes on:

(a) PPC Advertising

PPC (Pay-Per-Click) is an online advertising model where advertisers pay a fee each time their ad is clicked. It is widely used on platforms like Google Ads and social media. Advertisers bid on keywords, and ads appear when those keywords are searched, helping drive instant and targeted traffic.


(b) POEM (Paid, Owned, Earned Media)

Paid Media: Advertising a brand pays for (e.g., Facebook Ads, Google Ads).


Owned Media: Channels owned and controlled by the brand (e.g., website, email list).


Earned Media: Free publicity through word-of-mouth, reviews, and social shares.

POEM helps create balanced and integrated digital marketing strategies.


(c) Affiliate Marketing

Affiliate Marketing is performance-based where affiliates earn a commission by promoting a brand’s product. They use websites, blogs, or social media to drive traffic or sales through unique referral links. It’s a cost-effective model as payment is based on results.


(d) Crawler

A web crawler (or spider) is a bot used by search engines to browse the internet and index web pages. It follows links on websites, collects data, and helps in ranking sites on search engine results pages (SERPs).


(e) Content Marketing

Content marketing is a strategy focused on creating and sharing relevant and valuable content (e.g., blogs, videos, infographics) to attract and retain a target audience. It aims to build trust and long-term customer relationships rather than directly selling.


(f) Types of Blogs

Personal Blogs: Share personal experiences or opinions.


Business Blogs: Share insights, news, and updates related to a business.


Niche Blogs: Focus on a specific industry or topic (e.g., tech, food).


Guest Blogs: Written by external contributors for fresh perspectives.


News Blogs: Cover current events or trending topics.


Affiliate Blogs: Promote products to earn affiliate income.


Q2. Digital Marketing vs Conventional Marketing

Digital Marketing uses digital platforms like social media, email, SEO, and PPC to promote products.

Conventional Marketing includes offline methods such as TV, radio, and newspapers.


Criteria Digital Marketing Conventional Marketing

Reach Global, highly targeted Local or regional

Cost More cost-effective Expensive (TV, print)

Targeting Precise (demographics, behavior) Broad, less specific

Interaction Two-way, real-time One-way

Measurement Real-time analytics available Difficult to measure

OR


Influencers in Social Media Campaigns: Evaluation

Advantages:


Trusted by their followers


Help reach niche audiences


Create engaging content


More affordable than traditional ads


Challenges:


Risk of inauthenticity


Over-dependence on influencers


Potential brand misalignment


Message control issues


Audience fatigue due to over-promotion


Q3. Email Marketing Strategy: Common Challenges

Lack of Personalization: Leads to low engagement


Poor Segmentation: Irrelevant content for broad audiences


Irregular Frequency: Too many/few emails hurt performance


Non-Mobile Friendly Design: Reduces readability and engagement


No A/B Testing: Missed optimization opportunities


Weak CTAs: Lower conversion rates


Outdated Lists: Increases bounces, lowers ROI


Q4. Scope & Advantages of Digital Media Marketing + Types of Web Presence

Scope:

Includes social media marketing, SEO, content marketing, PPC, email campaigns, and influencer marketing—reaching global, segmented audiences in real-time.


Advantages:

Wide reach


Cost-effective


Real-time interaction


Measurable results


Targeted campaigns


Better brand visibility


Types of Web Presence:

Website: Central hub for brand presence and sales


Social Media Profiles: Engage and promote


Blogs: Share content and improve SEO


Landing Pages: Campaign-specific conversion tools


E-commerce Sites: Enable online product sales


Q5. What is SEO? On-Page vs Off-Page SEO

SEO (Search Engine Optimization) helps improve website ranking in search engine results, increasing organic traffic.


SEO Type Description Examples

On-Page SEO Optimizations done on the site Keywords, meta tags, content, speed

Off-Page SEO Actions outside the website Backlinks, social shares, mentions

Q6. Role of Social Media in Marketing Research

Customer Feedback: Understand user opinions in real-time


Trend Monitoring: Spot market trends via hashtags and discussions


Competitor Analysis: Observe competitors and their customer responses


Audience Segmentation: Access to detailed demographics and behaviors


Engagement Metrics: Analyze which content performs best


Polls & Surveys: Collect direct audience feedback efficiently


Q7. Short Notes on:

(a) E-Commerce and Startups

E-commerce enables startups to reach global audiences with low setup costs. It supports niche markets and rapid growth but requires strong digital strategy and logistics.


(b) Skill India

A Government of India initiative aimed at training youth with industry-relevant skills across various sectors, improving employability and supporting economic growth.


(c) Web Analytics

Web analytics involves tracking and analyzing site traffic and user behavior using tools like Google Analytics. It helps optimize content, improve user experience, and measure ROI.


(d) M-Commerce Trends

Mobile Wallets (e.g., Google Pay)


Voice Commerce (e.g., Alexa shopping)


Augmented Reality (AR) for product previews


Personalized Mobile Apps


(e) SERP (Search Engine Results Page)

SERP shows results after a search query. Includes organic results, paid ads, and snippets. SEO aims to rank higher on SERPs to gain more visibility.


(f) Conversion Funnel

The stages a user follows before converting:


Awareness – Learns about the brand


Interest – Explores the product


Desire – Considers purchase


Action – Makes a purchase or conversion


Optimizing each stage increases customer retention and sales.

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