Description

Digital Marketing
April 2024 Examination
1. Success online is measured in terms of likes, the number of views of a video, the
number of app downloads and building engaging communities. How can these be
converted into paying customers? Support your answer with examples of companies
that have succeeded in their efforts. (10 Marks)
Ans 1.
Introduction
Success online can often be measured using metrics like likes, video views and app
downloads as measures of success. Furthermore, online communities that foster engagement
offer valuable evidence of online success as measures as well. These metrics serve as key
measures of brand visibility, user engagement, and virality – essential aspects in building the
digital footprint of any brand. However, most businesses also aim not only to attract a large
following but convert this audience into paying customers as soon as possible. Conversion
involves strategic planning, targeted marketing strategies and creating value propositions that
resonate with audiences. Companies such as Spotify, Dropbox and Adobe have proven
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2. Critically examine the statement that, “digital marketing strategy is an approach that
will support marketing and business objectives through the application of digital
technology platforms”. Does that have a larger purpose? (10 Marks)
Ans 2.
Introduction
Digital marketing strategy, at its core, is a comprehensive plan that leverages digital
technology platforms to achieve specific marketing and broader business objectives. This
statement underscores the symbiotic relationship between digital marketing and the overall
strategic goals of a business. In an era where technology pervades every aspect of life, digital
platforms offer unparalleled opportunities for brands to connect with their audience,
understand consumer behavior, and drive engagement in ways traditional marketing channels
cannot. The strategic integration of digital tools—ranging from social media to analytics—
enables businesses to create targeted, data-driven campaigns that align with their mission and
3.a) Influencer marketing has gained huge traction in recent years. Among
Facebook, Instagram, Twitter, LinkedIn, and Snapchat which one is the most preferred
option for influencer marketing and why? (5 Marks)
Ans 3a.
Introduction
Influencer marketing has emerged as a powerful tool in the digital marketing arsenal,
leveraging the reach and credibility of individuals with significant online followings to drive
brand awareness, engagement, and conversions. The choice of platform for influencer
marketing depends on various factors, including the target audience, content format, and
campaign objectives. Among Facebook, Instagram, Twitter, LinkedIn, and Snapchat, one
b) Flipkart, Amazon, Snapdeal, Myntra, and Nykaa are online/digital brands that
advertise on traditional media like newspaper, television, and billboards. Why do
online/digital brands advertise on traditional media when they can easily resort to
digital marketing? (5 Marks)
Ans 3b.
Introduction
In an age where digital platforms have revolutionized how brands connect with their
audience, it may seem counterintuitive for online/digital brands like Flipkart, Amazon,
Snapdeal, Myntra, and Nykaa to invest in traditional media advertising. This strategy,
however, underscores a multifaceted approach to marketing that leverages the unique
strengths of both digital and traditional channels. Despite the global shift towards digital,