DIGITAL

MARKETING

Assignment

NAME – VAIBHAV PANDEY

ROLL NO.- 22/20170
COURSE – B.COM(HONS)
SECTION - A

QUESTION-1 Differentiate between on page

and off page optimization
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On-Page vs. Off-Page Optimization

On-page optimization concentrates on refining

elements within a website to improve its search
engine ranking. This encompasses fine-tuning
content, meta tags, HTML code, and ensuring
strategic keyword integration. The primary
objective is to make the website more attractive to
search engines, aligning with user queries and
ultimately enhancing visibility in search results.

Conversely, off-page optimization involves

external strategies to elevate a site’s online
authority and reputation. This includes activities
like building high-quality backlinks, engaging in
social media marketing, and cultivating a positive
online presence. These efforts contribute to the
website’s credibility, influencing search engines to
perceive it as more valuable. This, in turn,
positively impacts search rankings and overall
online visibility. A holistic SEO strategy
encompasses both on-page and off-page
optimization, recognizing their complementary
roles in achieving optimal search engine
performance.

QUESTION-2 Define 5 A framework

for customer value journey.
Customer Value Journey Framework

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 In the dynamic landscape of customer
engagement, a well-defined Customer Value
Journey (CVJ) is crucial.

(I) Awareness:
In this initial stage, the emphasis is on introducing
the brand, pinpointing potential customers, and
crafting compelling content that captures
attention.

(II) Consideration:
As customers move into the consideration phase,
the focus shifts to providing in-depth information,
demonstrating the brand’s unique value
proposition, and offering comparative analyses to
aid decision-making.

(III) Purchase: Streamlining the buying process,

providing enticing incentives, and ensuring
readily available customer support are
paramount during the purchase phase.
(IV) Retention:
Post-purchase, the strategy shifts to maintaining
customer loyalty through effective communication,
enticing loyalty programs, and personalized
experiences.
(V) Advocacy:
The final stage involves turning satisfied
customers into advocates by encouraging user
reviews, implementing referral programs, and
showcasing user-generated content. This holistic

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 framework aims to foster enduring relationships
and brand advocacy.

QUESTION-3 WRITE DOWN THE

PROCESS FOR CREATING FACEBOOK
CAMPAIGN.

CREATING A FACEBOOK CAMPAIGN INVOLVES SEVERAL

STEPS TO ENSURE EFFECTIVE TARGETING AND
ENGAGEMENT. HERE’S A STEPWISE GUIDE:

Define Objectives: Clearly outline your campaign goals –

whether it’s brand awareness, website traffic, or lead
generation.

Access Ads Manager: Log in to Facebook Ads Manager and

select the ad account you’ll use for the campaign.

Campaign Level: Set up the campaign by choosing its

objective, budget, and schedule. This stage determines
the overall goal and high-level settings.

Ad Set Level: Create an ad set within the campaign.

Specify your target audience, placements, budget
distribution, and schedule. This narrows down who sees
your ads and where.

Audience Targeting: Define your audience based on

demographics, interests, and behaviours. Utilize
Facebook’s targeting options to reach the most relevant
users.

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Placement: Choose where your ads will appear – on
Facebook, Instagram, Audience Network, or Messenger.
Optimize placements based on your audience’s habits.

Budget & Schedule: Allocate your budget and set a

schedule for your ads. Decide whether to run them
continuously or at specific times.

Ad Level: Develop the actual ad creative. This includes

writing compelling ad copy, selecting engaging visuals or
videos, and adding a call-to-action.

Review & Launch: Double-check all settings and preview

your ads. Once satisfied, launch your campaign.

Monitor & Adjust: Regularly review performance metrics in

Ads Manager. Adjust targeting, budget, or creative
elements based on the campaign’s success or areas that
need improvement.

By following these steps, you can create a comprehensive

Facebook campaign tailored to your specific marketing
objectives.

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QUESTION-4 Demonstrate the
working of email marketing

Certainly! Email marketing involves sending

targeted messages to a group of people via email
to promote products, services, or engage with the
audience. Here’s a basic overview of how it works:

(I) Build a Subscriber List:

Collect email addresses through sign-up
forms on your website, social media, or
other channels.
Ensure subscribers have opted in and are
interested in receiving your emails.

(II) Choose an Email Marketing Platform: Use

platforms like Mailchimp, Constant Contact,
or others to create and send emails.

(III) Create Compelling Content: Craft engaging

and relevant content, including a clear call-
to-action (CTA). Use a mix of text, images,
and possibly videos to make the email
visually appealing.

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(IV) Segment Your Audience: Divide your
subscribers into segments based on factors
like demographics, interests, or purchase
history. Tailor your emails to each segment
for better personalization.

(V) Design and Send Emails: Use the email

marketing platform to design your email.
Schedule the email to be sent at an
optimal time for your target audience.

(VI) Track and Analyse: Monitor key metrics

such as open rates, click-through rates,
and conversion rates. Analyze the data to
understand what works and refine your
future campaigns.

(VII) Automate Campaigns (Optional): Set up

automated email sequences triggered by
user actions or specific dates. This can
include welcome emails, abandoned cart
reminders, or follow-up sequences.

(VIII) Comply with Regulations: Ensure

compliance with email marketing
regulations, such as GDPR or CAN-SPAM

(IX) Optimize Over Time: Continuously refine

your email marketing strategy based on

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 analytics and feedback. Experiment with
different subject lines, content formats,
and delivery times.

Remember, the effectiveness of email marketing depends

on relevance, personalization, and providing value to your
subscribers.

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QUESTION-5 How you will create
YouTube channel and what are the
ways to monetize it?

Creating a YouTube channel involves a few steps:

Google Account: Sign in to or create a Google

Account.
YouTube Channel: Go to YouTube and click on your
profile picture, then select “Create a channel.”
Channel Setup: Follow the prompts to customize
your channel name, upload a profile picture, and
add a channel description.

To monetize your channel, you need to meet

YouTube’s Partner Program requirements:

Watch Hours: Accumulate 4,000 watch hours in

the last 12 months.

Subscribers: Have at least 1,000 subscribers.

Adherence to Policies: Comply with YouTube’s

policies and guidelines.

Once eligible, you can apply for monetization

through YouTube’s Studio. If approved, you can
earn money through:

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Ads: Enable ads on your videos, and you’ll earn a
share of the revenue generated.
Channel Memberships: Viewers can become
channel members by paying a monthly fee for
perks.

Super Chat and Super Stickers: Fans can buy these

during live streams to stand out in the chat.

YouTube Premium Revenue: You get a share of the

subscription fee when Premium members watch
your content.

Remember to consistently create high-quality,

engaging content to attract viewers and
subscribers. Building a successful channel takes
time and dedication.

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 QUESTION-6 Explain the working of
LinkedIn with respect to social media
marketing.

LinkedIn operates as a professional networking platform,

making it distinct from other social media platforms. In
terms of social media marketing, LinkedIn focuses on
connecting professionals and businesses. Here is how it
works:

Profiles and Company Pages: Users create individual

profiles highlighting their professional experience.
Companies can also establish pages to display their brand,
services, and job opportunities.

Connections: Users connect with other professionals,

forming a network. Companies can connect with
individuals and other businesses, creating a community
around their brand.

Content Sharing: Users and companies share updates,

articles, and multimedia content on their profiles or
company pages. This content can be industry insights,
company news, or thought leadership pieces.

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Groups: LinkedIn Groups bring together professionals with
common interests. Marketers can join relevant groups to
engage with a targeted audience and share expertise.

Advertising: LinkedIn offers advertising options, allowing

businesses to target specific demographics based on job
title, industry, and more. Sponsored content, sponsored
InMail, and display ads are among the advertising formats
available.

Influencer Marketing: Collaborating with influencers and

thought leaders in a specific industry can amplify a
brand’s reach and credibility.

Job Postings: Companies can use LinkedIn to post job

openings and reach a professional audience. This is not
only a recruitment tool but also a way to showcase
company culture.

Analytics: LinkedIn provides analytics tools for individuals

and companies to track the performance of their content
and engagement. This data helps in refining marketing
strategies.

In summary, LinkedIn serves as a platform for professional

networking, content sharing, targeted advertising, and
brand building within a business-oriented community. It’s
particularly valuable for B2B (business-to-business)
marketing and for reaching a professional audienes.

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QUESTION-7 How PPC process
works explain it steps?

Pay-per-click (PPC) advertising involves a set of

steps to display ads on search engines. Here’s a
simplified overview:

Keyword Research: Identify relevant keywords

related to your business. These are terms people
might use when searching for products or services
you offer.

Ad Creation: Develop compelling ads with

attention-grabbing headlines and concise, relevant
content. Ads typically include a link to a landing
page.

Campaign Setup: Organize your ads into

campaigns based on themes or goals. Set a
budget for each campaign and choose targeting
options, such as location, language, and device.

Bid Strategy: Decide how much you’re willing to

pay for each click on your ad. This is your bid.
Higher bids often result in better ad placement.

Ad Auction: When someone searches for a

keyword you’ve targeted, a real-time auction takes
place. The search engine evaluates bids, ad

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relevance, and other factors to determine which
ads to display and in what order.

Ad Display: If your ad wins the auction, it gets

displayed on the search results page. Users can
click on the ad, and you’re charged when they do.

Landing Page Optimization: Ensure that the

landing page linked to your ad provides a positive
user experience and is relevant to the ad’s
content. This contributes to higher Quality Scores
and can affect your ad’s cost and position.

Monitoring and Adjusting: Regularly review

performance metrics like click-through rates,
conversion rates, and costs. Make adjustments to
your bids, ad content, or targeting based on the
data to optimize your campaign.

Conversion Tracking: Implement tracking to

measure the success of your campaigns. This
helps you understand which keywords and ads are
driving valuable actions on your website.

Continuous Optimization: PPC is an ongoing

process. Continually refine your strategy based on
performance data, industry trends, and changes in
your business goals.

Remember that PPC platforms, such as Google

Ads, often provide tools and analytics to help you
analyze and improve your campaigns over time.

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QUESTION-8 Differentiate between
digital and traditional marketing.

Digital marketing and traditional marketing differ

in their channels, reach, and interaction.
Traditional marketing involves traditional media
like TV, radio, print, and billboards. It is a one-way
communication method with a broad audience. In
contrast, digital marketing utilizes online channels
such as social media, search engines, email, and
websites. It allows for targeted, two-way
communication with specific audiences.

Digital marketing provides real-time analytics,

enabling marketers to measure campaign
performance instantly. It offers a higher level of
personalization, allowing businesses to tailor
messages based on user behavior. Traditional
marketing, on the other hand, relies on more
static, pre-determined content with limited
personalization.

Additionally, digital marketing often comes at a

lower cost compared to traditional methods. The
ability to engage users through social media, email
campaigns, and interactive content sets digital
marketing apart in the modern landscape, where
consumers increasingly rely on online platforms for
information and interaction.

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QUESTION-9 Write down a code of
HTML and demonstrate five on page
optimization tags.

Certainly! Here’s a simple HTML code snippet that

includes five on-page optimization tags:

Html
Copy code
<!DOCTYPE html>
<html lang=”en”>
<head>
<meta charset=”UTF-8”>
<meta name=”viewport”
content=”width=device-width, initial-scale=1.0”>
<title>Your Page Title</title>
<meta name=”description” content=”Brief
description of your page content for search
engines.”>
<meta name=”keywords” content=”keyword1,
keyword2, keyword3”>
<meta name=”author” content=”Your Name”>
<link rel=”canonical”
href=https://www.yourwebsite.com>

<!—Additional meta tags or links can be added

based on your needs 
</head>
<body>
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 <!—Your page content goes here 

</body>
</html>

Explanation of the on-page optimization tags:

<title>: Defines the title of the HTML document,

which appears in the browser’s title bar or tab.

<meta name=”description”>: Provides a concise

description of the page content. This is often used
by search engines in search results.

<meta name=”keywords”>: Specifies a comma-

separated list of keywords relevant to the page
content.

<meta name=”author”>: Indicates the author of

the page.

<link rel=”canonical”>: Helps prevent duplicate

content issues by specifying the preferred version
of a page. This is particularly useful for SEO when
multiple URLs might lead to the same content.

Feel free to customize the values within the tags

based on your specific requirements.

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QUESTION-10 What do you
understand by bid strategy?

In the context of advertising and online marketing,

a bid strategy refers to the approach or method a
marketer or advertiser uses to set bids for their
online ads. Bidding is a crucial aspect of pay-per-
click (PPC) advertising, where advertisers bid on
keywords or placements to have their ads
displayed to a target audience. The bid amount is
the maximum amount an advertiser is willing to
pay for a click on their ad.

Different bid strategies exist, and advertisers can

choose the one that aligns with their campaign
goals. Some common bid strategies include:

Manual Bidding: Advertisers manually set the bid

amount for clicks, impressions, or other campaign
objectives based on their budget and advertising
goals. This provides more control but requires
ongoing monitoring and adjustments.

Automatic Bidding (Smart Bidding): Advertisers

allow the advertising platform's algorithms to
automatically adjust bids based on various factors
such as user behavior, device, location, time of
day, and more. Smart Bidding aims to optimize for
specific outcomes like conversions or clicks.

Target CPA (Cost-Per-Acquisition): Advertisers set

a target cost per acquisition, and the bidding

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algorithm adjusts bids to try to achieve that target
while maximizing the number of conversions.

Target ROAS (Return on Ad Spend): Advertisers set

a target return on ad spend, and the bidding
algorithm adjusts bids to maximize the return on
investment, taking into account the value
generated from conversions.

Maximize Clicks: The bidding strategy focuses on

getting the maximum number of clicks within the
specified budget. This is suitable for advertisers
primarily interested in driving traffic to their
website.

Enhanced CPC (Cost-Per-Click): Advertisers

manually set bids, but the platform can
automatically adjust them based on the likelihood
of a click leading to a conversion.

Choosing the right bid strategy depends on the

specific goals of the advertising campaign. Some
advertisers may prioritize maximizing clicks, while
others may focus on achieving a specific return on
investment. Regular monitoring and adjustment of
bid strategies are essential to optimize campaign
performance over time.

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