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Digital Marketing
April 2025 Examination
1. GlowX, a newly launched skincare
brand, aims to develop an effective digital marketing strategy to increase
brand awareness, engage with potential customers, and drive sales. The brand
plans to utilize social media advertising, regularly update its blog and social
media pages with valuable content, and encourage customers to share reviews and
testimonials online. Using these details, discuss how the POEM Framework (Paid,
Owned, Earned Media) can be applied to GlowX’s strategy. (10 Marks)
Ans
1.
Introduction
Digital
marketing has become an indispensable tool for businesses aiming to enhance
brand awareness, engage with potential customers, and boost sales. GlowX, a
newly launched skincare brand, seeks to leverage a comprehensive digital
marketing strategy to establish its presence in the competitive beauty
industry. By utilizing the POEM Framework (Paid, Owned, and Earned Media),
GlowX can systematically integrate its efforts across various channels to
maximize impact. Social
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2. A leading software-as-a-service
(SaaS) company, Tech Sphere, specializes in offering cloud-based solutions for
small and medium-sized enterprises (SMEs). The company has recently observed a
decline in the quality of inbound leads through traditional marketing efforts
like email and webinars. To address this, Tech Sphere wants to focus more on
leveraging social media platforms to improve lead generation, establish thought
leadership, and build relationships with decision-makers. Discuss how Tech
Sphere can effectively use Social Media Marketing to achieve its goals. You
should discuss what all social media platforms the company can use and the
rationale for the same, considering its B2B marketing (discuss at least 3).
Also, discuss in detail the social media marketing strategy for each of the
platforms identified. (10 Marks)
Ans
2.
Introduction
Social
media has emerged as a powerful tool for B2B marketers to generate leads,
establish thought leadership, and foster relationships with decision-makers.
For a SaaS company like Tech Sphere, which specializes in offering cloud-based
solutions for SMEs, leveraging social media platforms is a strategic move to
address declining lead quality from traditional marketing efforts. Social media
offers a unique opportunity to engage directly with target audiences, showcase
expertise, and build trust. Platforms like LinkedIn, Twitter, and YouTube are
particularly effective for B2B marketing due to their professional user base
and content-sharing capabilities. By crafting a tailored social media marketing
strategy for these platforms, Tech Sphere can not only revitalize
3. Smart Wear, a leading brand in
wearable technology, is planning to launch a new line of fitness trackers. To
drive sales and build customer relationships, the company wants to leverage a
strategic email marketing campaign focusing on product launches, post-purchase
engagement, and customer retention. The team also wants to integrate Search
Engine Marketing (SEM) alongside their email strategy to maximize visibility
and conversions.
a. Design an effective email
marketing strategy to launch their new fitness trackers, ensuring that the
content is valuable, engaging, and aligned with customer needs at each stage of
the customer journey (product launch, post-purchase engagement, and
retention). (5 Marks)
Ans 3a.
Introduction
Email
marketing remains one of the most effective channels for driving sales,
building relationships, and nurturing customer loyalty. For Smart Wear, a
well-crafted email campaign can play a pivotal role in ensuring a successful
launch of their new line of fitness trackers. By tailoring the content to the
various stages of the customer journey—product launch, post-purchase
engagement, and retention—Smart Wear can deliver value, engage customers
meaningfully, and drive long-term
b. Develop an SEM strategy that
complements their email marketing efforts, focusing on increasing website
traffic, targeting the right audience, and optimizing conversions for the new
fitness trackers. (5 Marks)
Ans
3b.
Introduction
Search
Engine Marketing (SEM) is a critical tool for enhancing online visibility and
driving conversions. For Smart Wear, integrating SEM with their email marketing
strategy will amplify their reach, attract targeted audiences, and boost sales
for their new fitness trackers. By optimizing ad campaigns, targeting the right
demographics, and using data-driven insights, SEM can complement email
marketing to create a cohesive
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