Digital Marketing - Standard Question Paper

Part A – Multiple Choice Questions (10 × 2 = 20 marks)

1. Which of the following is a long-term digital marketing strategy?

a) PPC b) SEO c) Display Ads d) Paid Campaigns

2. In Google Analytics, the term "session" refers to:

a) One pageview b) User interaction within a time frame c) A single click d) Bounce rate

3. The primary goal of content marketing is:

a) Immediate sales b) Building relationships and trust c) Spamming customers d) Paying for ads

4. The formula for Click-Through Rate (CTR) is:

a) Clicks ÷ Impressions × 100 b) Impressions ÷ Clicks × 100 c) Clicks ÷ Conversions × 100 d) Revenue ÷ Visitors × 100

5. Which one of the following is not a web analytics tool?

a) Google Analytics b) SEMrush c) Mailchimp d) Matomo

6. Which one is an example of earned media?

a) Sponsored post b) Customer review c) Company blog d) Paid display ad

7. A website is often described as the central hub of your online presence because:

a) It is used only for blogging b) It replaces social media platforms c) It acts as your digital storefront, brochure, and service desk d) It works only on mobile devices

8. Which of the following is a SMART digital goal?

a) Increase sales soon b) Get more followers c) Generate 50 online leads by the end of Q3 d) Improve customer satisfaction

9. Which is not typically considered a Key Performance Indicator (KPI) in digital marketing?

a) Bounce rate b) Conversion rate c) Average order value d) Office rent expenses

10. Why is market research and audience targeting important in digital marketing?

a) To design websites faster b) To reach the right people with the right message c) To reduce the number of competitors d) To increase the bounce rate

Part B – Short Answer Questions (10 × 4 = 40 marks)

1. What do you understand by digital marketing?

2. Define Digital Marketing and its importance.

3. List three key differences between Traditional Marketing and Digital Marketing.

4. What is Google Ads, and how does it work?

5. State three types of SEO techniques.

6. What is influencer marketing?

7. Mention three KPIs (Key Performance Indicators) in digital marketing.

8. Give two examples of marketing automation tools.

9. What is a Digital Marketing Funnel?

10. What is PPC (Pay-Per-Click)?

Part C – Essay Questions (4 × 10 = 40 marks)

1. Difference Between Sales Funnel & Customer Journey (10 marks)

2. Stages of the Customer Journey (10 marks)

3. Explain Email Automation and discuss its benefits. Give examples of basic email automation triggers and the actions associated with them. (10 marks)

4. A small bakery wants to increase its online sales. Suggest a detailed digital marketing strategy they can implement to achieve this goal. (10 marks)