Digital Marketing Basics: SEO, Social Media Marketing, Email and Web Analytics Questions

Question 1

What is SEO?

Accepted Answer

SEO is the process of improving a website's visibility in organic search results.

Question 2

Write the full form of CTR.

Accepted Answer

CTR stands for Click-Through Rate.

Question 3

Define digital marketing.

Accepted Answer

Digital marketing is marketing using digital channels (internet, mobile, email, social media) to reach and engage customers.

Question 4

What is conversion rate?

Accepted Answer

Conversion rate is the percentage of visitors who complete a desired goal like purchase or signup.

Question 5

What is ROAS?

Accepted Answer

ROAS (Return on Ad Spend) measures revenue generated for every unit of ad spend.

Question 6

What is A/B testing?

Accepted Answer

A/B testing compares two versions of a page/ad/email to see which performs better.

Question 7

Explain the advantages of digital marketing (any three points).

Accepted Answer

Advantages of digital marketing (any three):
1) Targeting: ads can be shown to specific segments based on age, interests and location.
2) Measurable: results like impressions, clicks and conversions can be tracked in real time.
3) Cost flexibility: budgets can be small or large; campaigns can be paused/optimised quickly.

It also supports two-way communication through comments and messages.

Question 8

Differentiate between on-page SEO and off-page SEO.

Accepted Answer

On-page SEO refers to optimisation on the website itself: content quality, keywords in title/headings, meta description, internal links and image alt text.

Off-page SEO refers to signals outside the website: backlinks, brand mentions, online reviews and reputation.

On-page improves relevance; off-page improves authority/trust.

Question 9

Explain social media marketing objectives and any three content types.

Accepted Answer

Social media marketing objectives include: building awareness, increasing engagement/community, generating leads and providing customer support.

Three content types are: (1) educational posts (tips/how-to), (2) product demos/testimonials, (3) interactive content like polls/quizzes.

Choosing content depends on the platform and audience preferences.

Question 10

Explain email marketing and mention any three best practices.

Accepted Answer

Email marketing is sending messages to subscribers/customers for information, offers and relationship building.

Best practices (any three):
1) Segment the list for relevant messages (new vs loyal customers).
2) Use a clear subject line and strong CTA (call-to-action).
3) Follow consent rules, provide unsubscribe and avoid spam frequency.

Personalisation improves open and conversion rates.

Question 11

Explain CTR and conversion rate with simple meaning.

Accepted Answer

CTR (Click-Through Rate) shows how many people clicked an ad/link after seeing it. Higher CTR generally means the message is relevant.

Conversion rate shows how many visitors completed the goal (buy/signup). It reflects landing page and offer effectiveness.

Thus CTR measures interest; conversion rate measures action/results.

Question 12

What are UTMs and why are they used in campaigns?

Accepted Answer

UTM parameters are tags added to URLs (source, medium, campaign) to track where traffic comes from.

They help marketers know which channel/ad/post generated visits and conversions in analytics.

This improves budgeting decisions because high-performing campaigns can be scaled and weak ones improved.

Question 13

Explain SEO in detail. Describe on-page, off-page and technical SEO with examples.

Accepted Answer

SEO (Search Engine Optimization) is the process of improving a website so it appears higher in organic search results, increasing relevant traffic and trust.

1) On-page SEO (relevance on the website)
- Focus: content and page elements.
- Examples:
  - Use keyword in title tag and H1 heading.
  - Write high-quality content matching user intent (e.g., "best budget phones").
  - Add internal links, clear URLs, image alt text, meta description.
- Result: search engine understands what the page is about.

2) Off-page SEO (authority outside the website)
- Focus: reputation and backlinks.
- Examples:
  - Earn backlinks from trusted websites, industry blogs, news portals.
  - Brand mentions and positive reviews.
- Result: improves authority and credibility signals.

3) Technical SEO (website performance and crawlability)
- Focus: speed, mobile, security, indexing.
- Examples:
  - Improve site speed, mobile-friendly design.
  - Use HTTPS, sitemap.xml, correct robots.txt.
- Result: search engines can crawl/index properly, improving user experience.

Thus, SEO needs all three: relevance (on-page), authority (off-page) and performance/access (technical).

Question 14

Explain web analytics and KPIs used to evaluate a digital campaign. Include formulas/meaning for key metrics.

Accepted Answer

Web analytics means measuring and analysing user behaviour on websites/apps to understand performance and improve marketing decisions.

Key KPIs for a digital campaign:
1) Traffic (sessions/users): how many people visited and from which sources (organic, social, paid).
2) CTR (Click-Through Rate): shows how attractive the ad/message is.
   Formula: CTR = (Clicks / Impressions) × 100.
3) Conversion rate: shows how well the landing page and offer convert visitors into desired actions.
   Formula: Conversion rate = (Conversions / Visits) × 100.
4) CAC (Customer Acquisition Cost): cost to acquire one new customer.
   Formula: CAC = Total marketing cost / New customers.
5) ROAS (Return on Ad Spend): revenue generated per unit ad spend.
   Formula: ROAS = Revenue from ads / Ad spend.

Interpretation:
- High CTR but low conversion rate indicates landing page/offer problems.
- High CAC with low ROAS indicates inefficient spend and needs optimisation.

Thus analytics helps in continuous improvement and ROI-focused decisions.

Question 15

Explain how to plan and run a digital marketing campaign. Mention steps, channel selection and optimisation using A/B testing.

Accepted Answer

Planning and running a digital marketing campaign involves systematic steps:

1) Set objectives
- Decide goal: awareness, leads, sales, app installs, retention. Use measurable targets.

2) Define audience and buyer persona
- Segment by demographics, interests, location and behaviour.

3) Choose channels and strategy
- SEO for long-term organic traffic, social for engagement, email for retention, paid ads for quick reach.
- Select platforms matching audience (Instagram/YouTube/LinkedIn).

4) Create content and offer
- Prepare creatives, copy, landing page and CTA. Ensure mobile-friendly and fast loading.

5) Launch and track
- Use UTMs to track sources and set KPIs (CTR, conversion rate, CAC, ROAS).

6) Optimise using analytics and A/B testing
- A/B test subject lines, ad creatives or landing page elements (headline, CTA).
- Increase budget on high-ROAS campaigns; pause low-performing ads.

7) Evaluate and report
- Compare results with objectives and record learnings for future campaigns.

Hence, digital campaigns are data-driven and improved continuously through measurement and testing.

Digital Marketing Basics: SEO, Social Media Marketing, Email and Web Analytics

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