Digital Marketing December 2026
Q.1: A start-up specializing in eco-friendly travel accessories wants to launch its first online advertising campaign before an upcoming holiday season. The marketing lead has identified several products to promote and created a list of relevant search keywords. However, budget constraints mean the company must tightly manage cost and prioritize campaigns that deliver conversions. The lead is not sure whether to focus on CPC, CPA, or CPM bidding, nor how to align these models with campaign goals. They seek actionable recommendations on structuring a Google Ads campaign to maximize ROI. Apply your knowledge of PPC pricing models (CPC, CPA, CPM) and their practical implications to recommend an optimal bidding strategy for the start-up. How should the campaign structure, keyword selection, and performance metrics be set up to ensure efficient budget use and high conversion rates?
Answer:
Introduction:
Pay-per-click advertising is a suitable marketing strategy for my start-up company which sells eco-friendly travel accessories. It can help to attract new customers who are interested in holidays and looking for travel products before the festive season. However, since the company has a limited advertising budget, it is essential to choose the right PPC pricing model that will bring profitable conversions and sufficient website traffic within the allocated resources. There are three main PPC advertising pricing models, including Cost Per Click (CPC), Cost Per Acquisition or A (CPA), and Cost Per Mille (CPM).
This is partially solved sample answer
Buy complete NMIMS solved assignments for the December 2026 session.
General/Generic Assignment at just ₹180 per assignment.
Customized/ Unique Assignment at just ₹500 per assignment.
Contact No: +91 9741410271 (WhatsApp)
OR
Mail to: smu.assignment@gmail.com
Q.2 (A): An agency selects social media platforms for client campaigns primarily based on reach statistics and competitor activity. Recent reports, however, reveal underwhelming conversion rates and limited follower growth. The strategy team questions whether the current scoring system should place more weight on where their target segments are active and platform growth trajectory, as opposed to just industry benchmarks and current popularity. Critically evaluate the agency’s current platform selection process, which prioritizes reach and industry norms over audience alignment and growth potential. Provide a justified recommendation for a more effective platform scoring and prioritization methodology that addresses business objective alignment and ensures sustainable ROI.
Answer:
Introduction:
I believe that choosing the platforms for social media is a strategically important task because the careful consideration of the options on the table can lead to increased engagement, conversions, and ROI. However, the way in which the agency tackles this task is only partially correct. The team looks at the reach statistics, the competitors’ presence, industry benchmarks, and current popularity of the platforms. These are useful insights, but they highlight the obvious options and miss out on the qualities of each of the markets. After seeing the latest conversions and follower growth, I think it is fair to conclude that the team’s scoring system is not optimal and must be adjusted.
Q.2 (B): A fast-growing D2C beauty brand relies heavily on permission-based email marketing to drive sales and maintain customer relationships. They have recently observed rising unsubscribe rates and consumer feedback indicating irritation over frequent and seemingly irrelevant email blasts. While leadership views high frequency as critical to brand awareness, the CRM team warns of long-term harm to sender reputation and customer trust. The team is divided about whether to reduce frequency, improve segmentation, or overhaul content personalization. Critically evaluate the competing perspectives on email send frequency, segmentation, and personalization in this scenario. Weigh the short-term business benefits against the long-term risks to brand reputation and deliverability. Recommend and justify a comprehensive approach to optimize both engagement and subscriber retention, referencing best practices in permission-based email marketing.
Answer:
Introduction:
In relation to the first question, I would like to mention that permission-based email marketing is a necessary strategy for a D2C beauty brand because it allows it to directly interact with customers. At the same time, it is possible to go overboard with sending too many messages or marketing them in a way that would anger customers and potential clients. Thus, while the leadership’s strategy might be appropriate and effective in terms of increasing sales and brand recognition, it is also possible that too many emails sent in this way might lead to negative outcomes.