1. What is SEO and how does it work?

(5 marks)

SEO (Search Engine Optimization) is a set of practices aimed at improving a

website's visibility in search engine results pages (SERPs) organically. The primary
goal is to increase the website's traffic quality and quantity. SEO works through
various strategies:

 Keyword Optimization: Research and optimize relevant keywords to improve the

website's ranking.
 Content Creation: Develop high-quality, relevant, and engaging content that
satisfies user intent.
 On-Page SEO: Optimize individual pages by improving meta tags, headers, and
content structure.
 Off-Page SEO: Build high-quality backlinks from reputable websites to increase
authority.
 Technical SEO: Enhance website structure, speed, and mobile-friendliness for better
search engine crawling and indexing.

2. Describe two (2) threats in social media. (5 marks)

a. Cybersecurity Threats:

 Phishing Attacks: Deceptive attempts to obtain sensitive information by posing as a

trustworthy entity.
 Account Hijacking: Unauthorized access to social media accounts, leading to
potential misuse or data theft.

b. Reputation Damage:

 Negative Publicity: Viral negative content can damage an individual's or a brand's

reputation.
 Trolling and Harassment: Persistent online harassment can harm personal or brand
image.

3. Describe four (4) needs for website analytics. (10 marks)

1. Performance Evaluation: Understand how well the website is performing in terms

of traffic, user engagement, and conversion rates.
2. User Behavior Analysis: Track user interactions to identify popular content,
navigation patterns, and potential areas for improvement.
3. Goal Tracking: Set and monitor specific goals, such as form submissions or product
purchases, to measure the website's effectiveness.
4. Marketing ROI: Assess the impact of marketing efforts by analyzing traffic sources,
campaign performance, and conversion attribution.

4. What is the SOSTAC marketing planning framework? Explain

four (4) stages of the framework. (10 marks)

SOSTAC is a strategic planning framework that stands for Situation, Objectives,

Strategy, Tactics, Action, and Control. Four stages of the framework are:

1. Situation Analysis:
 Assess the current market conditions, competition, and internal capabilities.
2. Objectives:
 Define specific, measurable, and achievable marketing goals aligned with
overall business objectives.
3. Strategy:
 Develop a comprehensive marketing strategy outlining how objectives will be
achieved, considering the target audience and value proposition.
4. Tactics:
 Plan and implement specific tactics such as advertising, content marketing, or
social media to execute the chosen strategy.

5. List five (5) ways to overcome cybersecurity challenges at a

workplace. (5 marks)

1. Employee Training:
 Educate employees about cybersecurity best practices, including recognizing
phishing attempts and using strong passwords.
2. Regular Software Updates:
 Ensure that all software, including antivirus programs, is regularly updated to
patch vulnerabilities.
3. Network Security Measures:
 Implement firewalls, secure Wi-Fi connections, and encryption to protect the
workplace network.
4. Access Control Policies:
 Restrict access to sensitive information, granting permissions only to those
who require them.
5. Incident Response Plan:
 Develop and regularly update a plan to respond to cybersecurity incidents
effectively.
 6. List five (5) analytics and key performance index metrics in
web analytics. (5 marks)

1. Pageviews: Number of pages viewed on the website, indicating overall traffic.

2. Bounce Rate: Percentage of visitors who navigate away from the site after viewing
only one page.
3. Conversion Rate: Percentage of visitors who complete a desired action, such as
making a purchase or filling out a form.
4. Average Session Duration: Average amount of time users spend on the website.
5. Traffic Sources: Breakdown of where website traffic is coming from (direct, organic
search, referral, etc.).

7. Explain three (3) importance of practicing ethics in digital

marketing. (10 marks)

1. Trust and Credibility:

 Ethical practices build trust with consumers, enhancing the brand's credibility
and long-term reputation.
2. Customer Loyalty:
 Ethical marketing fosters positive relationships, leading to increased customer
loyalty and repeat business.
3. Legal Compliance:
 Adhering to ethical standards ensures compliance with legal regulations,
reducing the risk of legal consequences and financial penalties.

8. You as a Digital Marketing Manager, advise on how to

perform digital marketing strategy for a new brand of shirt. (10
marks)

1. Market Research:
 Conduct thorough market research to understand the target audience,
competitors, and industry trends.
2. Define Objectives:
 Clearly outline specific, measurable, and achievable marketing objectives for
the new shirt brand.
3. Identify Unique Selling Proposition (USP):
 Determine what sets the brand apart from competitors and highlight it in
marketing messages.
4. Multi-Channel Approach:
 Utilize a mix of digital channels such as social media, email marketing,
influencer partnerships, and e-commerce platforms.
5. Content Marketing:
 Create engaging content showcasing the shirts, including high-quality images,
videos, and storytelling to connect with the audience.

9. With reference to the above diagram, describe with examples

any FIVE (5) important indicators that you may find useful for
your analytics reporting. (20 marks)

Unfortunately, as a text-based platform, I'm unable to view or refer to any diagrams.

If you provide specific details or descriptions of the diagram or indicators, I'd be
happy to help you describe and analyze them.