PGPDM Scholarship Exam
 
(Note: You could reference the internet in case you wish to research on a topic before you answer the question. However, the aim is to share your own perspective in each answer. IIDE holds the right to reject your application in case the essence of your answer is found to be inspired/copied from an existing source.)
 
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1. After the launch of your brand, you intend to begin your first Digital Marketing Campaign and back it with high budgets to drive traffic to your website. You have also lowered your expected Conversions to 5% of all visits (traffic) to your website. At a Cost-per-click of ₹4, how much money do you need to spend on ads to clock a total of 100,000 transactions on the website? Expected traffic from non-paid sources is 7,00,000 sessions. Assume zero bounce rate.Please support your answer with rough calculations on how you arrived at the same.
2. You have spent the past week researching how parents in Bihar shop for toys online and how that knowledge could be used for the new Hamley’s store to open in Jharkhand next month. With two more days to go for a submission, your boss has informed you that the focus destination of your project has been moved from Jharkhand to Karnataka. The store in Jharkhand is now scheduled to open later in the year. You were initially shocked because a lot of your previous research is irrelevant now. You need to decide on what to do next. What would be the least effective answer and why?
  1. Request that store opening in Karnataka be postponed so that you can research and prepare a background of the status of the state as you did for Jharkhand.
  2. Ask your boss whether the scale of the project can be reduced in order to allow you time to prepare.
  3. Use whatever you can from the work already completed and plan how you will conduct some new research before the deadline.
  4. Speak to your client in Jharkhand to find out the reason for the change in timings and request that the original deadline is kept.
3. There are three main stages in every prospect's buyer journey: Awareness Stage – when a person discovers your company, product or service. Consideration Stage – when a person takes an interest in your product or service. Conversion Stage – the final stage, when a person makes a decision to buy from you.Given this information here is a case study of a campaign from Bing, where they have taken steps to help the prospect graduate from Awareness to Consideration to Conversion. The campaign ultimately helped Bing become one of the leading search engines in the world.



You need to recognize all the components of this campaign and systematically bucket them into the role they played in the various stages of the buyer journey.
We would also like to hear your perspective and understanding of this campaign so please be as detailed as possible in your answer.

 

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