Q:- 1 From the view point of Technology and Internet penetration write an

elaborate note on “ Changing Marketing Landscape “ . Also support your answer

with suitable examples .

Internet
Strategy
Integratio
Evolution n Internet
of the marketing
Internet metrics

Influencer The
Changin Big data
marketing
g
Marketi
ng
Landsca
pe

Wireless
E-
networkin
commerce
g

Individual
Web 2.0 Internet
worth

Q:- 2 Discuss the strength and applications of E-Marketing . Try to support with
appropriate examples

• E-Commerce
• Online Branding
• Personalization
• Content Creation
• Cost Effectiveness
• Versatility
• Measurement
• Interactive advertising

Q:- 3 Mention the types of Digital Marketing and explain each in length .

• E-mail marketing
• Internet Marketing
• Mobile Marketing
• Social Media Marketing
Q:- 4 Explain the term Digital engagement and according to you what are the
reasons that today’s time there is a need for Digital Engagement .
Digital Consistent Rate of
Convenience level of technology
engagement adoption
from by
companies consumers

Rate of The era of Gen Y and

adoption of the invention
digital plugged-in of
infrastructure generation disruptive
Y business
models

Q :- 5 E-Commerce in India is at its rapid growth . Discuss the major facots giving
rise to e-commerce . Also support your anwer with facts and figures .

• Desire for convenience

• Lack of brand loyalty
• Willingness to switch
• Explore other products & take risks

Q:- 6 Discuss the Online Marketing Mix . how different it is from the conventional
Markeitng Mix
Q:- 7 Please explain Digital Segmentation . Explain with a matrix and also chart
out consumer traits on the digital platform . Cite suitable examples

• Willingness to take risks

• Seeking joy in surfing the Internet
• Saving Time while Shopping
• Feeling Socially Aware
• Voice their Opinions
• Enjoy Visual Experience
• View points of other consumers
• Information search ease
• Sense of Excitement

Q:- 8 Discuss the Potential of digital Marketing . List and briefly explain each .
 Q:- 9 Discuss CRM on the Web2.0 from the prospective of CRM and the
Best practices .

Q:- 10 Discuss CRM and the online Domain . Also explain CRM as a
Business Strategy .

• CRM software packages aid the interaction between the customer and the
company
• CRM coordinates touch points around a common view of the customer.
Integration of different business departments to collaborate the customer
information example :- TATA – TITAN & TANISQ
• Customer Relationship Management - goal of maximizing current and
lifetime value of customers for the company, as well as maximizing
satisfaction for customers.

Q: 11 What are the types of customers in the customer life cycle and
suggest the 5 progressive stages from the CRM perspective of Customer
LifeCycle.

• Identification
• Acquisition
• Delivery
• Development
• Retention

Q :- 12 Short notes

1. CRM Bonds

2. Key CRM Applications

3. Social Media Model by Mc Kinsey

4. Social Curation and Brands

Social Aggregation
Aggregating – organizing – sharing

5. Digital Brand Ecosystem

 6. 5 Patterns that depend on bleeding edge Technology ( Data Analytics
and innovations from the Data )
 PATTERN -1 ( AUGMENTING PRODUCTS TO GENERATE DATA )
 PATTERN-2 ( DIGITIZING ASSETS )
 PATTERN-3 ( COMBINING DATA WITHIN & ACROSS INDUSTRIES )
 PATTERN-4 ( TRADING DATA)
 PATTERN-5 ( CODIFYING A DISTINCTIVE SERVICE CAPABILITY)

7. Technology Adoption Segmentation

8. Internet Cookies and Traffic building

• Cookies :- are unique ID number a site comes up with for each person
who visits it . These are called ‘name-value pairs’. ( named piece of data ) .
Advantages of Cookies
- Cookies share data about how many people visited the site and which
items were clicked on .
- Cookies deliver a personalized experience
- Quick checkout options

9. Explain these terms - SEO , SEM , PPC

• Implementation of certain Techniques to help you rank as high as

possible on search engine result pages ( SERPs)
2 categories
(a) On Page SEO (page titles, internal linking , meta tags – page’s code &
descriptions)- “All in One SEO Pack” plug in on websites – simply inserts
all information into your HTML format
(b) Off Page SEO ( Social networking , article submission , forum & blog
marketing)
• URL Structure – search engine friendly URL bring better crawling
• Keyword Density
• Image SEO
• Internal Linking

• Implementation of certain Techniques to help you rank as high as

possible on search engine result pages ( SERPs)
2 categories
(a) On Page SEO (page titles, internal linking , meta tags – page’s code &
descriptions)- “All in One SEO Pack” plug in on websites – simply inserts
all information into your HTML format
(b) Off Page SEO ( Social networking , article submission , forum & blog
marketing)
• URL Structure – search engine friendly URL bring better crawling
• Keyword Density
• Image SEO
Internal Linking

SEM

• You pay to play on the SERP ( Search Engine Result Page)

• You pay to show your ads to users who are actively searching for the
keywords you are targeting .
• SEM Platforms :-
- Google adwords
- Bing Ads
- Yahoo Search Ads
• All SEM platform utilize a (PPC) advertising model –but not all PPC is SEM
• Example:- Facebook ads & other social media ad platforms do not fall
under the SEM category .

PPC

• You pay to play on the SERP ( Search Engine Result Page)

• You pay to show your ads to users who are actively searching for the
keywords you are targeting .
• SEM Platforms :-
- Google adwords
- Bing Ads
- Yahoo Search Ads
• All SEM platform utilize a (PPC) advertising model –but not all PPC is SEM
 • Example:- Facebook ads & other social media ad platforms do not fall
under the SEM category .

Q 13 :- What is the benefit of Data analysis in business today . How and

which social media tools can help . Give Examples

Purpose
• Brand equity ( managing online reputation)
• Understanding attitude , opinions & trends
• Tracking competition
• Learning what content drives conversions
• Showing results to key stakeholders
• Identifying opinion leaders
• Predicting consumer Behavior
• Driving sales, revenue etc
Social Media tools
• SAP Social Media Analytics by Netbase
• Google Analytics
• Social Crawly tics
• IBM Social Media Analytics

Q14:- Explain CRUSH – the Brand Model for the New Consumer . ( Gen
Y /Z)

5 SUCCESS FACTORS coined in an acronym

CRUSH
1. C – COOLNESS
2. R – REALNESS
3. U – UNIQUENESS
4. S – SELF – IDENTIFICATION ( with the brand)
5. H – HAPPINESS

Q 15 :- Pick a brand of your choice from the Indian Market . Devise a complete
Digital Marketing implementation strategy for the brand utilizing the stages of
the 6S Framework .
Q 16:- Pick up any SMB local firm around you ( a bakery , local garage , Kirana
Store etc) to contemplate and analyze the key digital drivers for the firm to be
present on digital platforms

• Stakeholder –Driven needs

• Market – Driven needs
• Customer-driven needs
• Competitor – driven needs

Q!7 :- Pick any one firm from any one sectors in India and based on your analysis
decide where they would lie on the Digital Presence Analysis ( DPA) Matrix

Digital Presence Analysis ( DPA) Matrix

Market Leader
w.r.t Competition
Market Strategy

Digital Ladder Digital Leader

Digital Laggard Digital Leverage

Market Laggard /
New Launch
Traditional Only Presence Strong Digital
Presence
Extent of Digital Presence