E-Commerce · Unit 8
Digital Marketing and Customer Engagement
Exam-focused notes for Digital Marketing and Customer Engagement (E-Commerce, BIT403): what the TU syllabus asks and how it has actually been tested, with 6 solved past questions from this unit.
What this unit covers
- Display ad marketing and metrics
- Attrition rate and view-to-cart ratio analysis
- Acquisition rate and retention rate optimization
- Social media marketing on Facebook
- Pinterest marketing tools and strategies
- Multi-channel marketing approaches
- Mobile e-commerce and social e-commerce
- Video ad marketing completion and skip rates
- Social local and mobile marketing definition
Multi-channel marketing approaches
What is multi-channel marketing? How important is viral marketing in E-business? Explain the social marketing process.[10]
Definition: Multi-channel marketing is a strategy where businesses use multiple communication and distribution channels simultaneously to reach customers and deliver products/services. These channels work in an integrated manner to provide a seamless custom...
Full solved answer →Mobile e-commerce and social e-commerce
Differentiate Mobile E-commerce from Social E-commerce. [5]
Mobile E-commerce refers to buying and selling of goods and services conducted through mobile devices such as smartphones and tablets. Key characteristics include: - Platform: Transactions occur through mobile apps or mobile-optimized websites - Access: Use...
Full solved answer →Social local and mobile marketing definition
Define social, mobile and local marketing. How are the completion rate and skip rate used in video ad marketing?[10]
Social marketing is the application of marketing principles and techniques to promote social causes, ideas, or behaviors that benefit society. It aims to influence attitudes and behaviors for social good (such as public health campaigns, environmental aware...
Full solved answer →Pinterest marketing tools and strategies
Discuss the Pinterest marketing tools. [5]
Pinterest is a visual discovery and bookmarking platform that serves as a powerful marketing channel for businesses. The following are the key marketing tools available on Pinterest: - Paid advertising format that allows businesses to promote their best-per...
Full solved answer →Display ad marketing and metrics
What is display ad marketing? How attrition rate, view-to-cart ratio, acquisition rate and retention rate influence display ad marketing?[10]
Display ad marketing refers to the practice of promoting products or services through visual advertisements (banners, images, videos, rich media) placed on websites, mobile apps, and other digital platforms. These ads are typically shown to users as they br...
Full solved answer →Social media marketing on Facebook
How fan acquisition, amplification and brand strengthening is done using Facebook marketing tools? [5]
Facebook Ads and Targeting: - Use Facebook's detailed targeting options (demographics, interests, behaviors, location) to reach potential customers and convert them into fans/followers - Create compelling ad campaigns with clear CTAs (Call-to-Action) like "...
Full solved answer →Make Unit 8 stick
Practice BIT403 with flashcards & quizzes