Midterm Examination

This is a four question midterm. There is no word count minimum/limit for them, just enough to answer the questions. The questions are:

1. Define and describe the so-called Digital Era (DE). How do we know that we are in the DE? What are the drivers of the DE? How has the DE changed the definition and reach of marketing? Give an example of a marketing campaign before and after the DE, using the introduction of a new offering as an example.
2. How do search engines work? What are some of the factors that result in a higher ranking on the SERPs? For your audit companys website, what could you do to increase its popularity and ranking?
3. Describe paid search marketing. How does it work? What is involved, how do we pay, how do we develop an ad and an ad campaign? How effective is paid search and what are the benefits and concerns?
4. Review the website Who is their target customer (pick one if there are more than one)? What do you think about the sites design, links, content, and user-friendliness? Is it appropriate for the target customer you identified? What kind of conversion(s) is the company looking for? What tactics is the website using to attract traffic through unpaid search? Is there anything you would change to help drive more traffic from unpaid search?

For question number 2, the audit company I have is BMW.