SETHU INSTITUTE OF TECHNOLOGY, KARIAPATTI
(An Autonomous Institution Affiliated to Anna University, Chennai)
Regulation R2021(Question Bank)
Department: Common to All Subject name : DIGITAL MARKETING
Subject code :R 21CSV505 Question Pattern :10*2=20,
5*16=80
Course Coordinator : P.SOBANA Time Duration : 3 Hrs
PART A (2 marks)
UNIT - I (Minimum 8 Questions)
1. What is pay-per-click advertising? CO1 U
2. Can you explain five key benefits of digital marketing? CO1 U
3. How can you use social media for marketing? CO1 U
4. Compare modern marketing over Traditional Techniques. CO1 U
5. Explain About the types of Mobile Marketing CO1 U
6. What are the steps to build a brand with digital marketing CO1 U
7. What is the role of analytics in digital marketing? CO1 U
8. Analyze the performance of a social media campaign by comparing CO1 A PO1
engagement metrics (likes, shares, comments) with the campaign's goals.
What insights can you gain from this analysis?
UNIT - II (Minimum 8 Questions)
1. Describe the concept of search engine crawling and indexing. CO2 U
2. What is the significance of keyword research in SEO? CO2 U
3. What does the term "Pay-Per-Click" mean in the context of online CO2 U
advertising?
4. Explain the difference between organic search and paid search in SEM. CO2 U
5. You're managing a PPC campaign for a travel agency. Describe how you CO2 A PO1
would set a bidding strategy to maximize ROI for different types of
keywords.
6. Analyze the impact of ad relevance on Quality Score in PPC marketing. CO2 A PO1
How does it affect ad performance and cost?
7. You're tasked with optimizing a blog post for a competitive keyword. CO2 A PO1
Describe how you would apply both on-page and off-page SEO
techniques to improve its ranking.
8. Analyze the effectiveness of two different display ad creatives for a CO2 A PO1
fashion brand. Compare their click-through rates (CTR) and conversion
rates, and provide insights into which creative performed better and why.
UNIT - III (Minimum 8 Questions)
1. What is the E-Mail marketing? CO1 U
2. Describe the concept of E-Mail Automation CO1 U
3. How do work Lead generation? CO1 U
4. What is mean by video marketing? CO1 U
5. How marketing email more effective? CO1 U
6. Difference between the email marketing and social media marketing CO1 U
7. How to manage mobile inventory CO1 U
8. Explain about Mobile Commerce CO1 U
UNIT - IV (Minimum 8 Questions)
1. What is SMM(Social Media Marketing)? CO1 U
2. How will you boost Tweets or Twitter posts? CO1 U
3. How do you measure the success of social media? CO1 U
4. What is the best time to post on social media? CO1 U
5. What is Facebook Edge Rank? Why is it important? CO1 U
6. Is Social Media Marketing Better For B2C Or B2B Businesses? CO2 A PO1
7. What are some blog techniques that can boost website traffic? CO1 U
8. How is LinkedIn useful in terms of marketing CO1 U
UNIT - V (Minimum 8 Questions)
1. Define Digital transformation and mention its key aspects. CO1 U
2. Define channel attribution and mention some common approaches to CO1 U
channel attribution
3. Discuss the importance of conversion tracking in Google Ads and how it CO1 U
helps in measuring campaign success.
4. Explain how Automation and Personalization impacts digital CO1 U
transformation.
5. Define web analytics and also mention the points to be considered when CO1 U
it comes to web analytics in the context of digital transformation.
6. What is user-generated content (UGC), and why is it considered a CO1 U
valuable asset in modern digital marketing campaigns?
7. What is influencer marketing, and how has it gained prominence in recent CO1 U
digital marketing trends?
8. What are the key performance indicators (KPIs) commonly used in web CO1 U
analytics, and how do they help measure website success?
PART – C
UNIT - I (Minimum 5 Questions either or choice )
1. (a) How has the shift from traditional to digital marketing impacted CO1 - U (16)
consumer behavior and preferences?
or
(b) Explain in detail about the components of Digital Marketing CO1 - U (16)
2. (a) What is content marketing exactly? What qualifies as content? And CO1 - U (16)
mention the steps to developing a content marketing strategy?
or
(b) Explain Digital marketing and provide ways in which digital CO1 - U (16)
marketing is better than traditional counterparts? Explain in detail
2
3. (a) How does Online market space provide an excellent marketing CO2 - A PO1 (16)
platform and analyze the strategies involved in digital marketing.
or
(b) How does content marketing create valuable and relevant content CO2 - A PO1 (16)
to attract, inform, and engage the target audience, leading to
increased brand loyalty and customer retention?
4. (a) Explain the process of developing a comprehensive content CO1 - U (16)
marketing strategy for a startup business. Include key steps and
considerations.
or
(b) Describe the stages involved in creating a high-quality blog post, CO1 - U (16)
from ideation and research to writing, editing, and final
publication.
5. (a) CO1 - U (16)
What is content marketing exactly? What qualifies as content? And
mention the steps to developing a content marketing strategy?
or
(b) How a product is built with Digital Marketing? Summarize it CO1 - U (16)
UNIT - II (Minimum 5 Questions either or choice )
1. (a) How does PPC advertising enable businesses to target specific CO2 - A PO1 (16)
audiences, control ad spending, and measure the return on
investment (ROI) for online advertising campaigns?
Or
(b) Imagine yourself as an owner of a business venture. You are asked CO2 - A PO1 (16)
to analyze and categorize the strengths and capabilities of the
different digital and social media platforms which can help you in
marketing your venture.
2. (a) You are managing a website for an online bookstore that sells CO2 - A PO1 (16)
various genres of books. Suggest on-page and off page SEO
techniques you would implement to improve the website's search
engine rankings.
Or
(b) A local restaurant wants to enhance its local search visibility. CO2 - A PO1 (16)
Suggest on page and off-page SEO strategies that can help the
restaurant achieve better rankings in local search results.
3. (a) Discuss the process of SEO in digital marketing? CO1 - U (16)
Or
(b) List and explain the various search engines available for digital CO1 - U (16)
marketers
3
4. (a) How you would use ad extensions to enhance the performance of a CO1 - U (16)
PPC campaign for a local restaurant.
Or
(b) How you would seamlessly integrate a native display ad promoting CO1 - U (16)
a new beauty product into a lifestyle blog article.
5. (a) Elaborate on website design and website content along with its CO1 - U (16)
advantages.
Or
(b) List and explain the various search engines available for digital CO1 - U (16)
marketers
UNIT - III (Minimum 5 Questions either or choice )
1. (a) Explain the types of email marketing and what are the benefits of CO1 - U (16)
E-Mail marketing?
Or
(b) Briefly explain about email automation. CO1 - U (16)
2. (a) How to Measuring and maximizing email campaign effectiveness CO1 - U (16)
Or
(b) Explain in detail about Mobile Inventory/channels CO1 - U (16)
3. (a) Briefly explain about MobileApps, MobileCommerce CO1 - U (16)
Or
(b) Briefly explain about Profiling and targeting CO1 - U (16)
4. (a) Briefly explain mobile marketing components in digital marketing CO1 - U (16)
Or
(b) What are the benefits of E-Mail marketing? CO1 - U (16)
5. (a) Briefly explain about types of targeting CO1 - U (16)
Or
(b) Explain in detail about SMS campaigns CO1 - U (16)
UNIT - IV (Minimum 5 Questions either or choice )
1. (a) (i) How to use Social Media to help website blog promotion? (8) CO3 Az PO3 (16)
(ii) When do you not to engage on social media? (8)
Or
(b) (i) How long will it take to see results from social media marketing? CO3 Az PO3 (16)
(8)
(ii) Why did Google Plus fail? (8)
4
2. (a) (i) What distinguishes the social customer service environment CO3 Az PO3 (16)
from the social marketing environment? (8)
(ii) How can you use social media to increase leads? (8)
Or
(b) How can Facebook's organic reach be increased? What components CO3 Az PO3 (16)
make up a viral video? How do you measure social media success?
3. (a) Explain detail about the Leverage social media for your business CO1 - U (16)
Or
(b) Explain detail about the Successful /benchmark Social media CO1 - U (16)
campaigns
4. (a) Describe the 10 effective customer engagement marketing CO1 - U (16)
strategies
Or
(b) CO1 - U (16)
How to Build customer relationships
5. (a) Explain detail about the Leverage social media for your business CO1 - U (16)
Or
(b) (i) Explain detail about Influencer Marketing (8) CO1 - U (16)
(ii)Describe the 5 effective customer engagement marketing
strategies (8)
UNIT - V (Minimum 5 Questions either or choice )
1. (a) Explain in detail about Digital transformation, the reasons why CO2- A PO1 (16)
digital scores over other traditional forms of marketing. Also
discuss in detail about Channel Attribution
Or
(b) i) Can you give an example of how a company might use digital CO2- A PO1 (16)
transformation to improve its operations or customer experience?
ii) How can channel attribution help companies optimize their
marketing strategies?
2. (a) Explain in detail about Ad Words and also mention how digital CO1 - U (16)
transformation impacts Ad Words
Or
(b) Why do businesses use Google AdWords for advertising? CO1 - U (16)
3. (a) Explain in detail about Email and also mention how digital CO1 - U (16)
transformation impacts Email
5
Or
(b) Explain in detail about Social media and also mention how digital CO1 - U (16)
transformation impacts Social media
4. (a) Explain in detail about the recent trends in Digital marketing. CO1 - U (16)
Or
(b) Explain in detail about Web analytics and also discuss about how to CO1 - U (16)
change strategy based on analysis.
5. (a) How does web analytics help in tracking and analyzing user CO2 - A PO1 (16)
behavior on a website?
Or
(b) How do businesses and organizations utilize social media for CO2 - A PO1 (16)
marketing and engagement with their audience?
