Instructions:

Total Time : 30 Minutes

Name: _______________________ Mobile No: ________________

1. Name and identify any three points of Digital Marketing Tools? (5 Marks)
 Google DoubleClick
 Facebook Analytics
 RankWatch
 Moz
 Alexa Ranking
 Google Analytics
 Crazy Egg Heatmaps
 Favicon Generator
 XML Sitemap Generator
 SubmitExpress Link Popularity
 Digital Point Keyword Tracker
 Google Trends
 Google Keyword Planner
 Kissmetrics
 SEMrush
 Ahrefs
 Buzzsumo
 Adexpresso
 Buffer App
 MailChimp
 Unbounce
 Hasoffers

2. What are the limitations of online marketing? (5 Marks)

 Intense competition
 Information overload
 Fake click, Not reaching to target audience
 Too much clutter
 Global Payment Hassle
3. Imagine you are a brand manager of company X, your line manager asked you to prepare
a digital marketing plan for the new upcoming product Y. The company objective is to
create brand awareness among young teenagers of metro cities of Bangladesh, prepare a
digital marketing plan in details in context of given scenario? (10 Marks)

4. Chevrolet is planning to invest on Bangladeshi market, while analyzing the car industry of
Bangladesh they found that 2% is the industry average CTR, while in USA the average CTR
of car industry is 17%. Define what CTR is and explain what this number represent in
context of Bangladesh & USA and identify the key factors what could be the possible
reason for such magnitude of difference in number. (10 Marks)

5. What do you understand by CPM?

6. Best Electronics is willing to invest Tk. 100,000 in digital marketing. Their brand manager
wants to know how much impression they can get, if per thousand impression cost is
50Tk?

Ans: 2,000,000 or 2 million impression

7. Explain with examples what do you understand by ATL, BTL & OTL in marketing?
 Above the line – traditional TV ads
 Below the line – brochures, trade letters, corporate activations, etc.
 On the line – digital marketing in FB, Google, etc.

8. Which of the following is not a conventional size for online advertisements (Banner Ads)?
a) 120x600
b) 728x90
c) 150x150
d) 468x60
Ans: C
9. The percentage of people that click on an ad vs. those who see it is known as:
a) Conversion Rate
b) Attrition Rate
c) Open Rate
d) Clickthrough Rate
Ans: D

10. Ads that use banners are considered to be most effective for the objective of:
a) Branding
b) Lead generation
c) Direct action
Ans: A

11. What do you understand by 360° marketing, does it apply for digital marketing as well?
Explain why or why not.

12. What are the key benefits of digital marketing?

a) Cost Effective
b) Ability to track and analyze
c) Interactive & Engaging
d) All of the above

13. A company invests 3.50 Lakh in digital advertisement and gain a revenue of 5 lakh. What
is the ROI (Return On Investment)?
a) 43%
b) 48%
c) 47%
d) 40%

Ans: (A)
14. A company invests 3.50 Lakh in digital advertisement and gain a revenue of 5 lakh. What
is the ROI (Return On Investment)?
a) 43%
b) 48%
c) 47%
d) 40%

15. What is the synonym for PPC?

a) CIA
b) CPA
c) CPL
d) CPC

16. CPC stands for _______________________________

17. A company known Incredible willing to spend Tk. 500,000 for their upcoming product
“Incredible 2 – Movie” and the CPC is 5tk per click, the management wish to know how
much click they can achieve with the budget?

Ans: 100,000 Clicks

18. Find the number of triangles in the given figure.

A. 8

B. 10

C. 12

D. 14
Answer: Option D
Explanation:
The figure may be labelled as shown.

The simplest triangles are AHG, AIG, AIB, JFE, CJE and CED i.e. 6 in number.
The triangles composed of two components each are ABG, CFE, ACJ and EGI i.e. 4 in
number.
The triangles composed of three components each are ACE, AGE and CFD i.e. 3 in number.
There is only one triangle i.e. AHE composed of four components.
Therefore, There are 6 + 4 + 3 + 1 = 14 triangles in the given figure.

Case Study
TransferWise
TransferWise (https://transferwise.com) was born out of frustration. By employing the peer-to-
peer model of matching the people that need money in different currencies, TransferWise is able
to undercut the banks and other competitors when sending money abroad.

Overview
The founders of TransferWise, Tavvet Henrikus and Kristo Kaarmann are two friends who believe
that money is meant to flow freely. TransferWise developed a web platform enabling customers
to transfer money more quickly and cheaply than any of its competitors, particularly the high
street banks. The banks are often cited as one of the biggest industry spenders on IT and yet
banking is not isolated from disruption. Digital technology has not yet transformed the sector the
way it has other industries. With TransferWise, customers can send money from 59 different
countries including European countries, the USA and India, covering 504 currencies routes.

The aim of TransferWise is to:

● Implement a disruptive business model that challenges the existing banking services to transfer
money from one country to another at a low cost, high speed and conveniently.

Implementation
The TransferWise business model is peer-to-peer (P2P), a model also adopted by eBay, Airbnb
and Uber. The companies enable customers to buy and sell products and services from each other
or share them. The model is in accordance with the trend of collaborative consumption. By
employing the P2P model of matching the people that need money in different currencies, the
start-up is able to undercut the banks and other competitors when sending money abroad.

The company employs over 500 people located in Tallinn, London, and the US (New York and
Tampa). The average value per transaction is GBP 1,500. In the US, it typically charges a flat one
percent transfer fee for transfers between $300- $5,000. Anything above $5,000, the company
charge 0.7%, and anything below $300, a flat $3 fee. All transfers are made using the interbank
exchange rate. Banks often have hidden tax charge fees to send money and use slightly less
favorable exchange rates.

The advertising strategy is quite challenging to the Advertising Standards Authority in the UK. It
attacks the banks, trying to expose their expensive decisions concerning money transfers.
TransferWise has put together a Pinterest “Board of Shame” featuring its competitors’
advertising Bank researchers consider that TransferWise faces some challenges from the
business environment in the countries where it operates due to the unstable economic
environment and fluctuating exchange rates. Bank disruptors like TransferWise may not be
successful because they offer just one service compared to banks and the cost may hinder future
growth. The major competitors of TransferWise are London-based Azimo, which lets people link
to Facebook to transfer funds, and CurrencyFair, which is based in Dublin.

Results
TransferWise customers send £500m every month through the platform, meaning they save
£22m every month. Taavet Hinrikus considers that the key to success is the simplicity of the
design. "Banks are really bad when it comes to building consumer-centered products. People
expect systems to be as simple as Skype, which we had experience in building. We've been
working on this system for four years - it's quite a piece of art."

Boldness in Business 2014 award. In recognizing the uniqueness of the TransferWise

business model, the Financial Times stated: “TransferWise is looking to use the internet to spark
a digital revolution in current financial services.” Further accolades came from The Economist,
which added, “TransferWise has every chance of carving out a sizeable niche in the currency
exchange market.” and WIRED, “Smart tech and sharp thinking are disrupting high-street banks.”
Discussion questions
1. What is the impact of the external environmental factors on the TransferWise business?

Ans: PESTEL model

2. What do you believe are the key strengths and weaknesses of TransferWise?

Ans: SWOT

3. Identify the strengths and weaknesses of the major TransferWise competitors.

Ans: Competitive & Comparative Analysis

4. Compare the implementation of P2P business model by contemporary companies like

EBay.

Ans: Case analysis