About this previous year paper
Digital Marketing (BCD061)
Section-Wise Important Questions & Study Notes
SECTION A
(Attempt all questions | 2 × 7 = 14 marks)
Write short, crisp answers (2–3 lines). Focus on definitions + key points.
(a) Digital Marketing
Digital marketing is the promotion of products and services using digital channels such as websites, search engines, social media, email, and mobile apps.
(b) Search Engine Optimization (SEO)
SEO is the process of optimizing websites to rank higher on search engines like Google, increasing organic (free) traffic.
(c) Key Elements of Digital Marketing
Key elements include SEO, SEM, content marketing, social media marketing, email marketing, mobile marketing, and web analytics.
(d) 7 Ps of Digital Marketing
Product Price
Place Promotion
People Process
Physical Evidence
(e) Marketing Strategy & Its Components
A marketing strategy is a plan to reach target customers and achieve business goals.
Components include target market, value proposition, marketing mix, budget, and performance metrics.
(f) Benefits of Digital Marketing
Digital marketing offers global reach, cost-effectiveness, measurable results, better targeting, and real-time customer engagement.
(g) Content Marketing & How It Works
Content marketing focuses on creating valuable content (blogs, videos, posts) to attract, engage, and convert customers by building trust.
SECTION B
(Attempt any THREE | 7 × 3 = 21 marks)
Answers should be descriptive, written with headings and examples.
(a) Important Factors of SEO & Working of SEO
Important factors: Keywords
Quality content Backlinks
Page speed Mobile friendliness
Working:
Search engines crawl, index, and rank web pages based on relevance and authority.
(b) On-Page SEO – Importance & Benefits
On-page SEO involves optimizing title tags, meta descriptions, headings, URLs, internal links, and content.
Benefits include better rankings, improved user experience, and higher click-through rates.
(c) Search Engine Marketing (SEM)
SEM is paid promotion on search engines, mainly through Google Ads.
Components include paid keywords, ad copy, bidding strategy, and landing pages.
Advantages: instant visibility, measurable ROI, targeted traffic.
(d) Pay-Per-Click (PPC) Advertising
PPC is an online advertising model where advertisers pay only when users click on ads.
Example: Google Search Ads.
Benefits include budget control, quick results, and targeted reach.
(e) Display Advertising
Display advertising uses banner, image, and video ads on websites and apps.
Performance measures include impressions, CTR, conversions, and ROI.
Important for brand awareness and retargeting.
SECTION C
(Attempt any ONE | 7 marks)
(a) Email Marketing – Types, Benefits & Drawbacks
Types:
Promotional emails Transactional emails Newsletters
Benefits: cost-effective, personalized, high ROI
Drawbacks: spam issues, low open rates, dependency on quality content
OR
(b) Metrics for Measuring Email Marketing Effectiveness
Key metrics include: Open rate
Click-through rate (CTR) Conversion rate
Bounce rate Unsubscribe rate