TYBMS SEM 5 : Marketing: E-Commerce & Digital Marketing (Q.P. November 2018 with Solution)

Paper/Subject Code: 45907/Marketing: E-Commerce & Digital Marketing.

TYBMS SEM 5 : 

Marketing:

E-Commerce & Digital Marketing

(Q.P. November 2018 with Solution)

Instructions:

I. All the questions are compulsory. 

2 . All the questions have internal choice.

3. Figures to the right indicate maximum marks.

 Q1. A Choose the correct alternative: (Answer any Eight)            (08)

1 E-Infrastructure and E-markets are the basic components of _________.

a) B2B 

b) B2C 

c) B2G 

d) None

2 High Levels of inflation affects E-Commerce business that deals with ________.

a) Essential Items 

b) Luxurious Items 

c) Both a & b

d) None

3 Flipkart is an example of _______ category of E-commerce.

a) B2B

b) B2C

c) C2B

d) C2C

4 E-delivery includes _______ delivery of good & rendering of services.

a) Electronic 

b) physical

c) shipment

d) manual

5. _______ Business model used both online & offline presences.

a) Bricks & Mortar 

b) online store

c) C28

d) C2C

6 EFT means the Electronic Fund ________.

a) Transmission 

b) Travel

c) Transport

d) Transfer

7. Disintermediation means there is an elimination of the ________.

a) Traders

b) Customers 

c) Supplier

d) Middleman

8 M-governance is not replacement but ______ for E-governance.

a) Complement

b) Supplement

c) Both a & b

d) None

9 E-commerce in education had lead to _______.

a) Personalized learning

b) Gamification

c) Both a & b

d) None

10 Electronic payment system offers _______.

a) Convenience

b) Reduced Risk

c) both A & B 

d) None

Q.1. B. State True or False (Answer Any Seven):            (7)

1 Amazon.com is an example of B2C business Model

Ans: True

2 E-commerce includes business to business transaction only.

Ans: False

3 The electronic payment mode is compulsorily required in E-commerce

Ans: False

4. There is no grace period in case of debit card

Ans: True

5. RTGS system was introduced in March 2004 in India.

Ans: True

6. Hacking means an unauthorized access

Ans: True

7. Viral marketing includes right message to the right person in right environment

Ans: True

8. Digital marketing helps to build or repair public opinion on a given issue

Ans: True

9. A good website is one which is scalable

Ans: True

Q.2. A What is E-Commerce? How is E Commerce superior to Traditional Commerce in today's business scenario?                8

E-Commerce (Electronic Commerce) refers to the buying and selling of goods and services, or the transmitting of funds or data, over an electronic network – primarily the internet. These transactions occur between businesses, consumers, or a mix of both, and are conducted without the need for physical interaction.

E-Commerce encompasses several types of business models, including:

• B2B (Business to Business): Transactions between businesses (e.g., a wholesaler selling to a retailer).

• B2C (Business to Consumer): Businesses selling directly to consumers (e.g., Amazon, Flipkart).

• C2C (Consumer to Consumer): Consumers selling to other consumers (e.g., OLX, eBay).

• C2B (Consumer to Business): Consumers offering products or services to businesses (e.g., freelancers offering services on platforms like Upwork).

It also includes activities such as online banking, digital ticketing, mobile payments, and more.

How E-Commerce is Superior to Traditional Commerce in Today's Business Scenario

E-Commerce has transformed the modern business landscape and holds several advantages over Traditional Commerce. Below is a detailed comparison:

1. Wider Reach and Global Access

• E-Commerce: Businesses can reach a global audience, breaking geographical barriers. A small business can cater to international customers with the right digital presence.

• Traditional Commerce: Typically limited to a local or regional customer base unless significant investment is made in physical expansion.

2. 24/7 Availability

• E-Commerce: Online stores operate round-the-clock, allowing customers to shop at any time, increasing sales opportunities.

• Traditional Commerce: Operates only during fixed working hours and is closed on holidays or weekends.

3. Lower Operational Costs

• E-Commerce: Requires minimal infrastructure. Expenses related to rent, utilities, and in-store staff are significantly reduced.

• Traditional Commerce: Involves high overhead costs for setting up and maintaining physical outlets.

4. Enhanced Customer Convenience

• E-Commerce: Allows customers to shop from anywhere using computers or smartphones, saving time and effort.

• Traditional Commerce: Requires the physical presence of customers, which can be time-consuming and inconvenient.

5. Product Variety and Easy Comparison

• E-Commerce: Customers can view a wide range of products and compare prices, features, and reviews in real-time.

• Traditional Commerce: Limited stock and comparison options. Customers need to visit multiple stores to compare offerings.

6. Personalized Marketing and Promotions

• E-Commerce: Utilizes data analytics and AI to understand customer preferences and deliver personalized recommendations and offers.

• Traditional Commerce: Relies on general advertising methods and lacks precision in targeting individual customer preferences.

7. Inventory and Supply Chain Efficiency

• E-Commerce: Often integrated with automated inventory management systems, reducing errors and improving efficiency.

• Traditional Commerce: Inventory is often managed manually, which can lead to inefficiencies and delays.

8. Multiple Payment Options

• E-Commerce: Supports a wide range of digital payment methods like credit/debit cards, net banking, UPI, digital wallets, and even “Buy Now, Pay Later” schemes.

• Traditional Commerce: Primarily cash-based or limited to basic card payment systems.

9. Scalability

• E-Commerce: Easily scalable with minimal cost. Online platforms can handle increased traffic and product offerings without major structural changes.

• Traditional Commerce: Scaling requires more physical space, inventory, and workforce, making it capital-intensive.

10. Data Collection and Customer Insights

• E-Commerce: Gathers data on customer behavior, preferences, and purchase history to help businesses improve strategies and offerings.

• Traditional Commerce: Limited capability to collect and utilize customer data effectively.

E-Commerce is a powerful evolution in the way business is conducted. It offers convenience, efficiency, scalability, and global reach, making it a preferred choice in today’s digital and fast-paced world. While Traditional Commerce still has relevance, especially for in-person services and experiences, E-Commerce clearly holds a superior position in modern business due to its adaptability and technological integration.

B Discuss the recent trends in E-Commerce in Education & Banking Sector.        7

E-Commerce Trends in the Education Sector

1. Rise of Online Learning Platforms

• Platforms like Coursera, edX, and Udemy have gained prominence, offering a wide range of courses accessible to learners worldwide.​

• Massive Open Online Courses (MOOCs) and micro-credentials are becoming increasingly popular, providing flexible and affordable learning options.

2. Integration of Artificial Intelligence (AI)

• AI-powered tools are being utilized to personalize learning experiences, adapt content to individual student needs, and automate administrative tasks. ​

3. Gamification and Interactive Learning

• Incorporating game elements into educational content enhances engagement and motivation among students, making learning more interactive and enjoyable. ​

4. Mobile Learning and Digital Content Platforms

• The proliferation of smartphones has led to increased mobile learning, allowing students to access educational materials anytime, anywhere. 

5. Virtual and Augmented Reality (VR/AR)

• VR and AR technologies are being adopted to create immersive learning environments, particularly in fields like medicine, engineering, and history. 

E-Commerce Trends in the Banking Sector

1. Digital-Only Banks and Mobile Banking

• The emergence of digital-only banks offers customers seamless online banking experiences without the need for physical branches.

• Mobile banking apps have become essential, providing services like fund transfers, bill payments, and account management on-the-go. ​

2. Artificial Intelligence and Automation

• Banks are leveraging AI for customer service through chatbots, fraud detection, and personalized financial advice, enhancing efficiency and customer satisfaction.

3. Embedded Finance and Banking-as-a-Service (BaaS)

• Financial services are increasingly being integrated into non-financial platforms, allowing companies to offer banking services directly within their ecosystems. 

4. Enhanced Customer Communication

• Customers prefer two-way communication with banks, such as texting, for more responsive and personalized interactions. 

5. Privacy and Security Emphasis

• With the rise of digital banking, there is a heightened focus on robust cybersecurity measures to protect customer data and maintain trust.

(OR)

C Explain the following categories of E Commerce with relevant examples:

i. B2C

B2C e-commerce refers to transactions between businesses and individual consumers. It is the most common and well-known form of e-commerce, where companies sell products or services directly to the end customer through their online platforms.

Characteristics:

• Businesses provide products, services, or digital goods to the public (consumers).

• Payments are typically made by the customer using credit cards, debit cards, or online payment gateways.

• Companies usually handle product inventory, marketing, and customer service.

Examples of B2C E-Commerce:

1. Amazon - An online retail giant where businesses (third-party sellers or Amazon itself) sell various products directly to consumers.

2. Netflix - A subscription-based streaming service offering movies and TV shows to individual consumers.

3. Zara - The fashion retailer that sells clothing directly to consumers through its website or app.

4. Apple - Sells its products like iPhones, MacBooks, and services (e.g., iCloud) directly to consumers.

• Convenience for consumers who can shop from anywhere.

• Direct-to-consumer sales help businesses control the customer experience.

• Wide range of products and services available at the click of a button.

ii. C2C

C2C e-commerce refers to transactions between individual consumers. In this model, individuals sell goods or services to other individuals, often through an online platform that facilitates these transactions.

Characteristics:

• Peer-to-peer (P2P) transactions where consumers act as both the sellers and buyers.

• Platforms typically facilitate transactions by offering a marketplace and providing services like payment processing, communication tools, and feedback/review systems.

• Typically lower cost since there are no intermediaries (companies).

Examples of C2C E-Commerce:

1. eBay - A platform where individuals can auction or sell products directly to other consumers. Sellers can offer new or used items.

2. Craigslist - A classified ads website where people can list items (furniture, electronics, etc.) to sell to others in their local area.

3. Etsy - While businesses are involved, a lot of sellers are individuals selling handmade goods, vintage items, or crafts to other individuals.

4. Poshmark - A marketplace where individuals can buy and sell pre-owned fashion items directly with each other.

• Allows consumers to sell their personal items or services easily and often at a lower price than traditional retail.

• Provides a platform for individuals to create small-scale businesses (e.g., handmade goods, resale).

• Facilitates more sustainable consumption by encouraging the resale of used items.

D Explain M-Commerce and its benefits.

M-Commerce (Mobile Commerce) refers to the buying and selling of goods and services through wireless handheld devices, such as smartphones and tablets. It is a subset of E-Commerce, but specifically focused on mobile technology and apps.

M-Commerce allows users to shop, bank, pay bills, book tickets, access digital content, and more — all through mobile devices. It relies heavily on mobile apps, mobile-friendly websites, and digital wallets like Google Pay, Apple Pay, Paytm, PhonePe, etc.

Benefits of M-Commerce

1. Convenience and Accessibility

• Users can shop or perform transactions anytime and anywhere.

• Mobile apps provide instant access to services without the need for a computer.

2. 24/7 Availability

• Businesses can operate round the clock, and customers can make purchases at their convenience.

• This leads to increased sales opportunities and better customer service.

3. Faster Transactions

• Mobile payments are quick, seamless, and often more secure due to biometric authentication (like fingerprint or face recognition).

• Reduces checkout time and increases conversion rates for businesses.

4. Wider Customer Reach

• With the widespread use of smartphones, M-Commerce helps businesses reach a larger and more diverse audience, including users in rural or remote areas.

5. Personalized User Experience

• Mobile apps can use location, browsing behavior, and preferences to offer customized product suggestions and deals.

• Push notifications keep users engaged and updated.

6. Improved Marketing Opportunities

• M-Commerce enables targeted advertising via SMS, in-app promotions, and social media ads.

• Businesses can track user activity and refine their marketing strategies accordingly.

7. Enhanced Security

• Mobile platforms often support multi-layered security features like encryption, two-factor authentication, and biometrics.

• Builds customer trust in digital payments.

8. Cost-Efficiency for Businesses

• Lower operational costs compared to running physical stores.

• Mobile platforms automate many processes (like order tracking, payment, and delivery), improving efficiency.

Examples of M-Commerce in Daily Life

• Shopping apps: Amazon, Flipkart, Myntra

• Food delivery: Zomato, Swiggy

• Mobile banking: SBI YONO, ICICI iMobile

• Ticket booking: IRCTC Rail Connect, BookMyShow

• Digital payments: Google Pay, PhonePe, Paytm

M-Commerce is a powerful extension of E-Commerce that leverages mobile technology to offer greater convenience, speed, and personalization to users. It is transforming the way people shop, bank, and engage with services in today’s digital world, making it a crucial component of modern business strategy.

Q.3 A Write a short notes on benefits of EDI

Electronic Data Interchange (EDI) is the structured transmission of business documents such as invoices, purchase orders, shipping information, and more between organizations via electronic means, in a standardized format.

Implementing EDI in business operations provides numerous strategic and operational benefits, which are explained below:

1. Speed and Efficiency

EDI significantly reduces the time it takes to exchange documents. What once took days through postal or manual processes can now be done in minutes or seconds, improving overall business cycle times.

2. Cost Savings

EDI eliminates the need for paper-based processes, including printing, mailing, faxing, and storing documents. This results in major reductions in administrative and operational costs.

3. Improved Accuracy

Manual data entry can lead to errors such as duplication, typos, or missing information. EDI reduces these errors by automating data exchange, leading to greater data accuracy and reliability.

4. Enhanced Business Relationships

With faster, more accurate transactions, companies are better positioned to meet customer expectations and delivery schedules. This leads to stronger partnerships and increased customer satisfaction.

5. Streamlined Operations

EDI integrates directly with business systems like ERP, inventory, and accounting software. This allows for automated workflows, real-time tracking, and better inventory and supply chain management.

6. Improved Security

EDI offers secure transmission of data, using encryption and authentication protocols. It helps protect sensitive business information from unauthorized access or data breaches.

7. Environmental Benefits

By reducing paper usage and physical documentation, EDI contributes to a more sustainable and eco-friendly way of doing business.

8. Competitive Advantage

Companies using EDI can respond faster to market demands and changes, giving them a competitive edge over businesses relying on traditional communication methods.

EDI is a powerful tool that enhances the efficiency, accuracy, and cost-effectiveness of business communications. Its implementation helps organizations to operate smoothly, build better relationships, and stay competitive in today’s fast-paced digital environment.

B Explain CRM & SCM.

CRM is a business strategy and technology that helps organizations manage interactions with current and potential customers. It uses data analysis to understand customer preferences, behavior, and history, aiming to enhance customer satisfaction, retention, and sales growth.

Components of CRM:

1. Contact Management
   Stores customer data (name, email, interactions, preferences).

2. Sales Management
   Tracks leads, opportunities, and sales pipelines.

3. Marketing Automation
   Schedules and manages campaigns (email, social media, etc.).

4. Customer Service & Support
   Handles complaints, issues, and support tickets.

5. Analytics & Reporting
   Provides insights into customer behavior and business performance.

6. Integration
   Connects with email, social media, phone systems, and ERP software.

Benefits of CRM:

• Improved customer relationships

• Increased customer loyalty and retention

• Streamlined sales and marketing processes

• Better internal communication and data sharing

• Enhanced customer satisfaction through personalized service

• Data-driven decision-making

CRM Tools:

• Salesforce

• Zoho CRM

• HubSpot CRM

• Microsoft Dynamics 365

• Freshsales

2. SCM – Supply Chain Management

SCM is the management of the flow of goods, services, information, and finances from raw material procurement to final product delivery. It aims to optimize efficiency, reduce costs, and ensure timely delivery to meet customer demand.

Components of SCM:

1. Planning
   Forecasting demand, capacity planning, production planning.

2. Sourcing
   Selecting suppliers, purchasing raw materials or components.

3. Manufacturing
   Scheduling production, managing inventory, quality control.

4. Logistics
   Warehousing, order fulfillment, shipping, and distribution.

5. Returns Management (Reverse Logistics)
   Handling product returns, repairs, and recycling.

6. Supply Chain Visibility
   Tracking product movement and supplier performance.

Benefits of SCM:

• Reduced operational costs

• Enhanced inventory control

• Faster order fulfillment

• Improved supplier relationships

• Better demand forecasting and production efficiency

• Increased profitability and customer satisfaction

SCM Tools:

• SAP SCM

• Oracle SCM Cloud

• JDA (Blue Yonder)

• Kinaxis RapidResponse

• Infor Supply Chain

(OR)

c. Explain the steps involved in launching an E-Business.

1. Define Your Business Idea

• Identify a niche or a unique value proposition that sets you apart.

• Ensure there’s a market demand for your product or service.

• Example: Is your product solving a problem? Who is your target audience?

2. Market Research & Analysis

• Conduct research on your competitors, industry trends, and target customers.

• Understand customer pain points, preferences, and behavior.

• Tools: Use Google Trends, surveys, focus groups, and social media analytics.

Outcome:

• You should have a clear understanding of your target market, competitors, and what makes your product/service desirable.

3. Choose the Right E-Business Model

There are several types of e-business models to choose from, depending on your product, service, and target audience.

• B2C (Business-to-Consumer): Direct sales to consumers (e.g., Amazon, Shopify store)

• B2B (Business-to-Business): Selling products or services to other businesses (e.g., Alibaba, wholesale platforms)

• C2C (Consumer-to-Consumer): Platforms where consumers sell to other consumers (e.g., eBay, Craigslist)

• C2B (Consumer-to-Business): Individuals sell their products or services to businesses (e.g., freelance platforms like Upwork)

4. Create a Business Plan

• Executive Summary: High-level view of your business idea.

• Market Analysis: Insights from your market research.

• Sales and Marketing Strategy: How you'll attract and retain customers.

• Revenue Model: How you'll make money (e.g., product sales, subscription).

• Financial Plan: Budgeting, forecasts, and ROI expectations.

A clear business plan helps keep your focus and is essential if you're looking for investment.

5. Register Your Business

• Legal Structure: Choose your business structure (sole proprietorship, LLC, corporation, etc.).

• Business Name & Domain: Select a catchy, relevant name and register it. Ensure the domain name is available.

• Licensing & Permits: Get any necessary licenses based on your business type and location.

6. Build Your E-Commerce Website

• Platform Selection: Choose an e-commerce platform such as Shopify, WooCommerce (WordPress), BigCommerce, or Magento.

• Website Design & Development: Focus on a user-friendly design, responsive layout (mobile-friendly), and fast loading speed.

• Product Catalog & Payment Integration: Add products/services, set up a payment gateway (e.g., PayPal, Stripe), and ensure secure checkout.

Features for Success:

• Easy Navigation

• Product Search & Filters

• Customer Reviews

• Secure Payment Processing

• Mobile Compatibility

7. Set Up Logistics & Operations

• Inventory Management: Decide if you'll keep stock in-house or use dropshipping or other fulfillment methods.

• Shipping & Delivery: Partner with reliable couriers (FedEx, UPS, DHL) and set up clear shipping policies.

• Customer Support: Implement customer service channels such as email, live chat, or a chatbot.

8. Develop a Digital Marketing Strategy

• Search Engine Optimization (SEO): Optimize your website for search engines to attract organic traffic.

• Content Marketing: Start a blog, create video content, and share valuable insights about your industry.

• Social Media Marketing: Create profiles on platforms like Instagram, Facebook, Pinterest, etc., and share engaging content.

• Email Marketing: Build an email list and nurture it with personalized offers and updates.

• Paid Ads: Use Google Ads, Facebook Ads, or Instagram Ads for targeted campaigns.

Goal:

Drive traffic to your site, convert visitors into customers, and retain them.

9. Launch Your E-Business

• Test Everything: Ensure all website functions (product pages, payments, customer registration) are working seamlessly.

• Soft Launch: Consider running a limited beta test for initial feedback before the official launch.

• Public Launch: Announce the official launch through email newsletters, press releases, and social media.

10. Monitor & Optimize

• Analytics: Use tools like Google Analytics to track website traffic, user behavior, and sales performance.

• Customer Feedback: Regularly ask for feedback to improve products and services.

• Continuous Improvement: Optimize website speed, SEO, content, and marketing strategies based on data.

Ongoing Strategies:

• A/B Testing: Try different versions of product pages, ads, or email campaigns.

• Scaling: Once you gain traction, consider expanding your product range, market reach, or sales channels.

D. Explain the advantages & Disadvantages of Payment Gateway.

A payment gateway is a technology that enables online businesses to accept electronic payments from customers, typically through credit/debit cards, digital wallets, or bank transfers.

It acts as a middleman between the customer, the merchant, and the bank, ensuring that transactions are processed securely and efficiently.

Advantages of Payment Gateways

1. Security

• Uses encryption and fraud detection to protect sensitive customer data.

• Helps businesses comply with PCI-DSS (Payment Card Industry Data Security Standards).

2. Global Reach

• Accepts multiple currencies and international payments.

• Enables businesses to expand globally without physical presence.

3. Fast and Convenient Transactions

• Transactions are processed in real-time.

• Offers instant payment confirmation, improving customer satisfaction.

4. Integration with E-commerce Platforms

• Easily integrates with platforms like Shopify, WooCommerce, Magento, etc.

• Streamlines the checkout experience for customers.

5. Detailed Reports and Analytics

• Offers transaction history, sales tracking, and revenue insights.

• Helps in business planning and decision-making.

6. Automatic Invoice Generation

• Sends automated invoices and payment receipts to customers.

• Reduces manual work and errors.

7. 24/7 Availability

• Accepts payments anytime, even outside business hours.

• Supports global time zones and customer convenience.

Disadvantages of Payment Gateways

1. Transaction Fees

• Payment gateways charge processing fees per transaction (usually 1%–3% or more).

• Some also charge monthly fees or setup fees, affecting profit margins.

2. Internet Dependency

• A stable internet connection is required to process payments.

• Outages or downtime can disrupt transactions.

3. Transaction Declines

• Payments may fail due to insufficient funds, card restrictions, or bank errors, leading to lost sales.

4. Technical Integration Issues

• Some gateways require developer support for setup or customization.

• Poor integration can affect the user experience.

5. Geo-Restrictions

• Not all gateways support all countries or currencies.

• This can limit international expansion if not properly planned.

6. Fraud Risk

• While security is high, fraudulent transactions can still occur.

• Chargebacks and disputes may cause financial losses or account freezes.

7. Delayed Fund Settlements

• Payments may take 1–7 days to be settled in the merchant's account.

• Slower cash flow can impact small businesses.

Address These Issues

1. For Users:

   • Use strong, unique passwords and enable 2FA

   • Be cautious of suspicious links and apps

   • Read privacy policies before accepting terms

   • Use privacy-focused tools (e.g., VPNs, secure browsers)

2. For Companies/Organizations:

   • Implement end-to-end encryption

   • Regularly update security systems and conduct audits

   • Use ethical data collection and be transparent

   • Comply with data privacy laws (e.g., GDPR, IT Act 2000)

Q.4 A Explain Privacy & Security Issues and discuss the issues related to them.

• Privacy refers to the protection of personal information — such as names, emails, passwords, location, or financial data — from being accessed or shared without consent.

• Security refers to the technological and procedural measures taken to protect data from threats like hacking, viruses, or unauthorized access.

Both are closely connected — you can’t have privacy without security.

Privacy Issues

1. Data Collection Without Consent

• Many websites and apps collect user data without clear permission.

• Example: Tracking browsing habits, location, or even microphone access.

2. Data Misuse

• Companies might sell or share personal data with third parties (like advertisers) without the user's knowledge.

• Example: The Facebook–Cambridge Analytica scandal.

3. Lack of Transparency

• Users often don't know what data is being collected, how long it's stored, or how it’s used.

• Vague privacy policies contribute to the issue.

4. Surveillance

• Government or corporate surveillance can violate individual privacy rights.

• Example: Monitoring online behavior, facial recognition, or digital profiling.

Common Security Issues

1. Data Breaches

• Hackers steal large amounts of personal or financial information from companies or websites.

• Example: Bank account leaks, passwords exposed, or credit card theft.

2. Phishing & Social Engineering

• Attackers trick users into giving up sensitive information (like passwords or OTPs) by pretending to be a trusted source.

• Often done via fake emails, messages, or websites.

3. Malware & Ransomware

• Malicious software (viruses, spyware, etc.) can steal or lock your data.

• Ransomware encrypts your files and demands money to unlock them.

4. Weak Passwords & Authentication

• Using simple passwords or not enabling 2FA (Two-Factor Authentication) makes systems easy to hack.

B Explain: Smart Card, Credit Card & E-Cheques

1. Smart Card

A smart card is a plastic card embedded with a microprocessor chip that stores and processes data. It can be used for identification, authentication, data storage, and application processing.

Features:

• Contains a microchip (unlike magnetic stripe cards)

• Can be contact (inserted) or contactless (tap)

• Offers high security for storing personal, financial, or medical data

• Used for ATM access, metro cards, SIM cards, access control, etc.

Advantages:

• Encrypted, secure transactions

• Harder to clone than magnetic stripe cards

• Stores more data

2. Credit Card

A credit card is a financial card issued by banks or credit institutions that allows users to borrow money (up to a certain limit) to make purchases or withdraw cash, and repay later.

Features:

• Buy now, pay later

• Interest-free period if paid on time

• Has a credit limit

• Comes with rewards, cashback, and EMI options

Disadvantages:

• High interest rates if bills are unpaid

• Can lead to debt if not used responsibly

Use Cases:

• Online shopping

• Travel bookings

• Emergency payments

• Subscription services

3. E-Cheque (Electronic Cheque)

An e-cheque (electronic cheque) is the digital version of a paper cheque. It is used for making payments online by providing the same information as a paper cheque.

• Issued via online banking platforms

• Contains bank name, account number, payee details, and amount

• Processed electronically without physical movement

• Verified using digital signatures or tokens

Benefits:

• Faster clearance than traditional cheques

• Environment-friendly (no paper)

• Cost-effective for businesses and institutions

(OR)

c. Explain the Digital Marketing on various social media platform.

Digital Marketing across various social media platforms, showing how each one can be uniquely used to promote a brand, product, or service:

1. Facebook Marketing

Audience: Broad, mixed-age group (18–60+)

Features & Strategies:

• Pages & Groups: Build community and share regular updates

• Facebook Ads: Highly targeted ads based on age, interests, location, behavior

• Facebook Shops: Sell products directly through the platform

• Live Video: Host product launches, Q&As, or behind-the-scenes sessions

• Engagement Tools: Polls, comments, reactions, and shares to boost visibility

B2C brands, local businesses, events, and lifestyle products

2. Instagram Marketing

Audience: Younger demographic (18–35), very visual

Features & Strategies:

• Stories & Reels: Short, engaging videos and updates

• Posts with Hashtags: Increases discoverability

• Influencer Marketing: Collaborate with creators for authentic promotion

• Shopping Tags: Direct users to product pages via posts

• Aesthetic Grid Layout: Maintain a cohesive visual brand identity

Fashion, beauty, food, fitness, travel, and lifestyle brands

3. Twitter (now X) Marketing

Audience: News-focused, professionals, journalists, brands

Features & Strategies:

• Tweets & Threads: Share updates, opinions, and quick insights

• Hashtags & Trends: Join conversations to boost visibility

• Polls: Quick engagement tools

• Customer Service: Respond to customer queries and complaints quickly

• Spaces (Audio): Host live discussions and events

Tech brands, news media, personal brands, customer support

4. LinkedIn Marketing

Audience: Professionals, B2B, corporate users

Features & Strategies:

• Company Pages & Showcase Pages: Highlight products, services, or company culture

• LinkedIn Ads: Target by job role, industry, seniority

• Content Sharing: Articles, infographics, whitepapers, case studies

• Thought Leadership: Post professional opinions and expertise

• Networking: Connect with decision-makers and potential leads

B2B businesses, recruiting, consultants, SaaS platforms

5. YouTube Marketing

Audience: All age groups, especially 18–45

Features & Strategies:

• Video Content: Tutorials, reviews, how-tos, testimonials

• YouTube Ads: Skippable, non-skippable, and banner ads

• YouTube Shorts: Short vertical videos to gain quick traction

• SEO Optimization: Use keywords, titles, and descriptions to boost discoverability

Education, entertainment, product demos, and reviews

6. Pinterest Marketing

Audience: Creative-minded users, mainly women (18–45)

Features & Strategies:

• Pins & Boards: Organize visual content by theme or product

• Rich Pins: Enhanced Pins with extra info like price or availability

• Link Traffic: Each pin links back to your site, great for driving traffic

• SEO-friendly Content: Pinterest is also a visual search engine

DIY, fashion, home décor, food, events, crafts

7. TikTok Marketing

Audience: Gen Z and Millennials (13–35)

Features & Strategies:

• Short-Form Videos: Fun, authentic, and creative storytelling

• Hashtag Challenges: Encourage UGC (user-generated content)

• Influencer Collaborations: Partner with TikTok creators

• TikTok Ads: In-feed, branded effects, and Top View ads

Trendy, fun, visual products and experiences (beauty, food, music, gadgets)

8. WhatsApp Marketing

Audience: Wide-ranging, personal communication platform

Features & Strategies:

• Broadcast Lists & Groups: Share updates, offers, or news

• WhatsApp Business App: Auto-replies, catalogs, business profiles

• One-to-One Engagement: Personalized customer support

D. Explain the latest Development & Strategies in Digital Marketing.

1. AI-Powered Marketing

• AI tools like ChatGPT, Jasper, and MidJourney are being used for content creation, chatbots, and ad copy.

• Predictive analytics helps marketers understand customer behavior and personalize campaigns.

• AI-driven chatbots provide real-time customer support and improve engagement.

2. Voice Search Optimization

• With more people using voice assistants (Alexa, Siri, Google Assistant), optimizing for conversational keywords is crucial.

• Focus on FAQ-style content, long-tail keywords, and natural language.

3. Short-Form Video Domination

• Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate engagement.

• Brands are using behind-the-scenes content, quick tips, challenges, and user-generated videos to go viral.

4. Influencer Marketing 2.0

• Shift towards micro-influencers (1K–100K followers) who have higher trust and niche audiences.

• Brands now focus on authenticity and long-term collaborations over one-time promotions.

5. Privacy-First Marketing

• Due to changes like GDPR, Apple's iOS updates, and the phasing out of third-party cookies, marketers must:

  • Focus on first-party data collection (e.g., email opt-ins, surveys)

  • Use privacy-compliant tools and transparent consent policies

6. Augmented Reality (AR) Marketing

• Brands are offering virtual try-ons (glasses, makeup, furniture, etc.)

• AR filters and lenses on platforms like Snapchat and Instagram increase user interaction.

7. Social Commerce Growth

• Platforms like Instagram, TikTok, Facebook, and Pinterest now allow users to shop without leaving the app.

• Product tagging, live shopping, and shoppable posts are rising trends.

Effective Strategies in Digital Marketing

1. Content Personalization

• Delivering content based on user preferences, behavior, and location.

• Use dynamic email content, retargeting ads, and AI recommendations.

2. Omnichannel Marketing

• Creating a seamless experience across multiple platforms (social, email, website, app, offline).

• Consistent branding and messaging across all channels boost trust and engagement.

3. User-Generated Content (UGC)

• Encourage customers to share reviews, unboxing videos, testimonials, and tag your brand.

• Builds social proof, trust, and expands your organic reach.

4. Interactive Content

• Use quizzes, polls, interactive videos, calculators, and 360° videos to keep users engaged longer.

• Helps collect insights and improve user experience.

5. Email Marketing Reinvented

• Focus on hyper-personalized, story-driven emails.

• Use AI for segmentation, and automation for timely follow-ups.

6. Local SEO & Google Business Optimization

• Critical for local businesses to appear in “near me” searches.

• Keep Google Business Profile updated with reviews, offers, and posts.

7. Sustainability & Purpose-Driven Marketing

• Modern consumers prefer brands that support social causes, are eco-friendly, and transparent.

• Show your values clearly in campaigns, content, and product sourcing.

Tools Empowering These Strategies

• Google Analytics 4 (GA4) – For user-focused tracking

• Canva & Adobe Express – For quick visual content

• HubSpot & Mailchimp – For automation & email marketing

• Semrush & Ahrefs – For SEO and keyword research

• Hootsuite, Buffer – For scheduling and social media management

Q.5 A. Write Short Notes on the Following: (Any Three)        15

a. Content Marketing

Content Marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and ultimately, to drive profitable customer action.

Rather than pitching your products or services directly, you provide content that educates, entertains, or solves problems, building trust and loyalty over time.

Goals of Content Marketing

1. Increase brand awareness

2. Educate and inform your audience

3. Build credibility and trust

4. Improve SEO and website traffic

5. Generate leads and drive conversions

6. Enhance customer loyalty

Benefits of Content Marketing

• Cost-effective long-term strategy

• Drives organic traffic

• Improves customer experience

• Builds a community around the brand

b. Blog Marketing

Blog Marketing is the practice of using blogs to promote your business, product, or service. It involves creating valuable and relevant blog content that attracts and engages a target audience, with the goal of building trust, driving website traffic, and increasing conversions.

Blog Marketing Works

1. Improves SEO

   • Frequent blogging adds fresh content, boosts keyword ranking, and earns backlinks.

2. Builds Brand Authority

   • Sharing expert insights and helpful information establishes you as a thought leader.

3. Drives Organic Traffic

   • Quality blog posts can generate consistent website visitors over time.

4. Nurtures Leads

   • Blogs provide value to readers, moving them through the sales funnel.

5. Supports Social Media & Email

   • Blog posts give you shareable content for social platforms and newsletters.

Elements of an Effective Blog Marketing Strategy

1. Know Your Audience

   • Define buyer personas and write content tailored to their needs and interests.

2. Focus on Valuable Topics

   • Answer common questions, solve problems, or provide insight.

   • Use tools like Google Trends, AnswerThePublic, or keyword research to find topics.

3. Use SEO Best Practices

   • Optimize headlines, meta descriptions, and use keywords naturally.

   • Add internal and external links, use readable formatting, and include visuals.

4. Include a Clear CTA (Call to Action)

   • Encourage readers to subscribe, comment, share, or explore your products/services.

5. Promote Each Blog Post

   • Share on social media, email newsletters, and link it from other pages.

   • Repurpose into videos, infographics, or social carousels.

6. Measure and Improve

   • Track metrics like page views, bounce rate, average time on page, and conversion rates.

   • Use analytics to identify what works and refine your content strategy.

Blog Post Ideas for Marketing

• "How-to" Guides
  (e.g., How to Choose the Right Scented Candle for Your Mood)

• Listicles
  (e.g., 7 Ways to Use Our Product for Home Décor)

• Product Spotlights
  (e.g., Behind the Scenes: The Making of Our Signature Candles)

• Customer Stories
  (e.g., Why This Couple Loves Surprising Each Other with Our Candle Rings)

• Industry Trends or Tips
  (e.g., Top Trends in Home Fragrance for 2025)

c. IT Act 2000

The Information Technology Act, 2000 is India’s primary law dealing with cybercrime and electronic commerce. It provides legal recognition for electronic documents, digital signatures, and regulates activities in the digital space.

Objectives of the IT Act 2000

1. Legal recognition of electronic transactions and communications

2. Facilitate e-governance and e-commerce

3. Prevent cybercrime and protect data

4. Set legal framework for digital signatures and authentication

5. Regulate cyber activities and electronic records

Features:

Legal recognition of e-documents : Contracts can now be formed via electronic means (e.g., email, digital forms)

Digital Signatures : Recognized as a valid way to authenticate documents and transactions

Cybercrime regulation : Covers hacking, data theft, identity theft, cyberstalking, virus attacks, etc.

Certifying Authorities : Organizations authorized to issue digital signature certificates

Cyber Appellate Tribunal : Set up to handle disputes and appeals related to cyber activities

Penalties and Offenses : Defines punishments for cybercrimes like unauthorized access, phishing, etc.

Amendments and Updates

The IT (Amendment) Act, 2008 introduced several key updates:

• Added Section 66A (later struck down by the Supreme Court in 2015) for offensive messages online

• Introduced terms like cyber terrorism, identity theft, and data protection

• Strengthened provisions related to data breaches and privacy

• Introduced intermediary liability rules (i.e., responsibility of platforms like ISPs or social media)

Importance of the IT Act

• Promotes trust in electronic transactions

• Protects users and organizations from cyber threats

• Supports the digital economy and online businesses

• Empowers law enforcement to act against cybercriminals

d. SEO

SEO (Search Engine Optimization) is the process of improving a website's visibility on search engines like Google, Bing, etc., so that it appears higher in search results when users search for relevant keywords.

The ultimate goal:
➡️ Drive organic (unpaid) traffic to your website
➡️ Improve rankings
➡️ Get more visibility, leads, and conversions

• 90% of online experiences begin with a search engine

• Higher rankings = More clicks (most users don't go past page 1)

• Cost-effective compared to paid ads

• Builds credibility and trust with your audience

Types of SEO

1. On-Page SEO

   • Optimizing content, headlines, meta tags, images, and URLs

   • Use relevant keywords naturally in your content

   • Improve user experience (readability, structure, mobile-friendliness)

2. Off-Page SEO

   • Focuses on building backlinks from other websites

   • Involves social sharing, guest posting, and influencer outreach

3. Technical SEO

   • Improve site speed, mobile responsiveness, and crawlability

   • Fix issues with site architecture, sitemaps, and structured data

4. Local SEO

   • Optimizing for searches in a specific location

   • Use Google Business Profile, local keywords, and collect customer reviews

SEO Tools You Can Use

• Google Search Console – Monitor your site's search performance

• Google Analytics – Understand user behavior and traffic sources

• SEMRush / Ahrefs / Ubersuggest – Keyword research & competitor analysis

• Yoast SEO (for WordPress) – Helps optimize content easily

SEO Best Practices

• Publish high-quality, relevant content regularly

• Use clear, keyword-rich titles and headings

• Optimize for mobile-first design

• Earn natural backlinks by producing shareable content

• Monitor and improve click-through rate (CTR)

• Keep improving based on data and user feedback

e. E-Auction

An E-Auction (Electronic Auction) is a digital platform where goods or services are bought and sold through online bidding. It's similar to traditional auctions but conducted over the internet, making it faster, more transparent, and accessible from anywhere.

Types of E-Auctions

1. Forward Auction

   • Sellers list items, and buyers bid.

   • Price increases with each bid.

   • Common for selling products, surplus goods, or government assets.

2. Reverse Auction

   • Buyers post requirements, and suppliers bid to offer the lowest price.

   • Price decreases with each bid.

   • Common in procurement and B2B transactions.

3. Sealed Bid Auction

   • Bidders submit confidential bids.

   • The highest (or lowest, in reverse) bid wins.

4. Dutch Auction

   • Starts with a high price that drops until a buyer accepts it.

   • Used in IPOs and perishable goods.

E-Auctions Work

1. Registration – Users sign up on the auction platform.

2. Item Listing – Seller posts product/service with details.

3. Bidding Process – Buyers/suppliers place bids within a set time.

4. Auction Close – Auction ends, and the highest (or lowest) bidder wins.

5. Payment and Fulfillment – Transaction is completed as per terms.

Platforms for E-Auctions

• Government E-Marketplace (GeM) – For public procurement in India

• eBay – One of the oldest online auction sites

• B2B portals – For bulk or business auctions

• Company-run portals – For surplus asset auctions, tenders, etc.

E-Auction Use Cases

• Government or bank auctions (e.g., land, property, vehicles)

• Procurement of goods and services in companies

• Liquidation of surplus or obsolete inventory

• Art, collectibles, or antique sales

• IPO pricing (in Dutch auctions)

B Solve the Following Case Study

Star Candles, a company that features rings beneath the wax of its candles. By utilizing. customer-contributed photos on its Facebook page, Star Candles upped conversion rates and attracted more than 290,000 new Facebook fans.

For minimal effort, your ecommerce site has the potential to produce maximum results. Determine how your product can start a conversation in consumers' social networks and then capitalize on it

Q1. How can social media be used to increase market share of a brand?

Ans:

Social media can significantly increase a brand's market share through:

1. Brand Awareness

   • Regular posting, engaging content, and visual storytelling make the brand more visible.

   • Viral campaigns or user-generated content (UGC) can dramatically boost reach.

2. Customer Engagement

   • Direct interaction builds relationships and trust.

   • Polls, Q&As, live videos, and comments help foster a sense of community.

3. Influencer Partnerships

   • Collaborating with influencers exposes the brand to their followers, potentially converting new customers.

4. Social Proof

   • Customer reviews, testimonials, and user-shared content increase credibility and encourage purchases.

5. Targeted Advertising

   • Platforms like Facebook, Instagram, and LinkedIn offer highly targeted ad options, helping reach new and relevant audiences effectively.

6. Real-time Feedback and Insights

   • Brands can learn what customers want by tracking conversations, comments, and shares, then adapting accordingly.

Q.2 Explain how can you market online on other social media platforms, besides Facebook. 

1. Instagram

   • Use high-quality visuals and Stories for product teasers or behind-the-scenes content.

   • Utilize Instagram Reels and influencer shout-outs to increase reach.

   • Run hashtag campaigns and host giveaways to boost interaction.

2. TikTok

   • Create fun, authentic, and trendy videos that showcase your product.

   • Engage with user challenges or create your own branded hashtag challenge.

   • Partner with TikTok creators to expand brand exposure.

3. Twitter (now X)

   • Share bite-sized content, brand news, and updates.

   • Engage in trending conversations using hashtags.

   • Offer quick customer support to enhance brand trust.

4. Pinterest

   • Post visually appealing pins that link back to your site.

   • Optimize pins with keywords for discovery via search.

   • Use Pinterest for lifestyle branding and inspiration.

5. YouTube

   • Create tutorials, unboxings, testimonials, and product demos.

   • Collaborate with vloggers and influencers.

   • Use YouTube Shorts for bite-sized video content.

6. LinkedIn (for B2B or professional products)

   • Share industry insights, case studies, and company culture.

   • Join or create niche groups for community engagement.

Q.3 Explain how a company can improve customers' interaction with its Facebook page

Post Engaging Content Regularly

• Share relatable, informative, or entertaining content that encourages likes, comments, and shares.

• Use a mix of videos, images, and polls to keep things dynamic.

Encourage User-Generated Content (UGC)

• Run campaigns asking users to share photos or stories using your product.

• Highlight and repost customer content to show appreciation and build community.

Run Contests and Giveaways

• Ask users to comment, share, or tag friends for a chance to win.

• These activities increase page visibility and attract new followers.

Respond Promptly to Comments and Messages

• Show customers that you’re active and listening.

• Quick and personal responses enhance loyalty.

Use Facebook Live

• Go live for product launches, Q&As, or behind-the-scenes content.

• Lives get prioritized in users’ feeds and encourage real-time interaction.

Utilize Facebook Groups

• Create or participate in groups around your product or industry niche.

• It builds a stronger sense of belonging and deepens engagement.

Leverage Facebook Ads and Boosted Posts

• Promote your best-performing posts to reach a larger, targeted audience.