Answer To: LPC DMKT5008 Digital Marketing Summer 2018 Coursework Brief Handout: June 2018 Deadline for...
Soumi answered on Aug 02 2020
MARKETING MANAGEMENT
DIGITAL MARKETING
Table of Contents
Introduction 3
1. Differences between Traditional and Digital Marketing and why should Clintons invest in Digital Marketing 3
Traditional Marketing 3
Digital Marketing 3
Key differences between Traditional and Digital Marketing 3
Significance for the Clintons to move towards Digital Marketing 4
2. Ways for Clintons to improve their performance through the usage of website optimisation techniques 5
3. Ways for Clintons to use Search Engine Optimisation (SEO) and Pay-Per-Click advertising (PPC), to improve its website visibility amongst its competitors 6
Steps to create an effective SEO strategy 7
Steps to set up a Pay-Per-Click campaign 8
Benefits of Pay-Per-Click campaign 8
Digital Marketing Laws and Guidelines 8
4. How Online Display, Video Advertising and Social Media Marketing can be used to attract, retain and engage new and existing customers 9
Video Marketing 10
Social Media Marketing 10
5. Explaining how Content and Email marketing can be used by the Clintons, as a part of their digital marketing strategy 11
Content Marketing: 11
E-mail Marketing 11
6. Explaining how website Analytics can be used by the Clintons to improve their performance. 12
Conclusion 13
References 14
Introduction
This report discusses how the new world technique of data and digitalisation has changed the style of marketing, where products or services are targeted according to the taste and style of the consumers. Since, consumers today have flood of choices and information, it is important to recognise the right customer and target them accordingly. It discusses various techniques like SEO (Search Engine Optimisation) among others, to advertise their products or services. It explains why today firms can ill-afford to not change from the traditional-style of marketing and utilise the power of data.
1. Differences between Traditional and Digital Marketing and why should Clintons invest in Digital Marketing
It is important to acknowledge that digital marketing is not just another channel of advertising, it is altogether different way of crafting message, deciphering knowledge from the data, keeping record of the activities of the customers. Before understanding about the digital sphere, first understand the traditional marketing.
Traditional Marketing
As explained by Tiago and Verissimo (2014), traditional means anything but digital to advertise product or services to the customers. It includes mediums like newspaper or magazines ads, commercials on TV, bill-boards, brochures or pamphlets or posters or when firms find business opportunity through a referrals or networking with other business partners.
Digital Marketing
The world of marketing started shifting towards digital, with the technological invention of internet and continue to advance today. It includes marketing tools like websites, email, YouTube videos, social media platforms, blogs, banner ads, content marketing, and Google ads among others.
Key differences between Traditional and Digital Marketing
As explained by Cooley (2018), traditional marketing is mostly a one-way form of conversation that is from marketer to customer, which in a way represents a closed and opaque system, where inputs from customers were difficult to gather and acknowledge, whereas, Digital Marketing is an open, transparent and two-way system between marketer and customer, where views, opinions from customers are easier to capture and acknowledge.
Traditional Marketing is a form of mass marketing, where same message is delivered irrespective of type of consumers, whereas in digital world, one-to-one marketing is possible, where personalised messages can be sent to customer. For example, through social media, personal information about customer can be captured, say, brand loyalty, and special gifts can be offered to loyal customers. Such record-keeping of every customer is difficult to do in traditional-marketing.
In the traditional marketing, sphere of influence were mostly actors or celebrities, who presented polished content, which had limited influence on the final consumer. However, in the digital world, actual users provide real or more authentic review about the product or services. For example, in the Amazon e-retail channel, with every product, there are reviews and star ratings are present, and it has been proved in the consumer’s survey that most of the people do get influenced from such ratings and reviews.
In the traditional, the metric used to capture consumers’ reach or frequency is limited and unreliable, for example, it is difficult to acknowledge correctly the reach of newspaper advertisement, because a single newspaper could be read by any number of people in the house or none of them. However, in the digital means, it is easier to know from the methods like pay-per-click advertisement and other advanced techniques.
Traditional marketing is a top-down approach, where there is passive involvement of the consumers and a lot of formal or controlled communication is used. In the digital world, in contrast to this, is a bottom-up approach with lot of active involvement of consumers, where messages are created in real-time basis unlike pre-produced and scheduled communication in the traditional.
One of the key advantages of Traditional Marketing is that people are accustomed to it and every segment of people in the society are well familiar with it, which is unlike digital world, where people who are not comfortable with technology or those who cannot afford digital means are left out.
However, in the real-world marketers need to find the fine balance between the two, because traditional marketing has its own place in the marketing world, despite more than a decade of digital marketing, traditional means is still popular.
Significance for the Clintons to move towards Digital Marketing
Clintons must realise that today the cards business is largely dominated by online retailers such as Funky Pigeon, Moonpig and Clintons’ strategy of sticking to the traditional means has not resulted much benefits for them. Going ahead, more and more people are getting to the digital platform, and being much cheaper than the traditional cards, it is expected to blossom in the future. Clintons must not totally do away from traditional marketing but attempt to keep balance with digital platform. Since, Clintons are targeting more affluent customers, with unique ideas like cards for divorce and card for passing driving test. There are more occasions for people to send cards, for which people may not like to send traditional paper cards. Hence, it is advisable for Clintons to invest in digital marketing.
2. Ways for Clintons to improve their performance through the usage of website optimisation techniques
Clintons must make all their products available on the website. Website optimisation means giving site visitors the most simple and desirable path towards their goal of purchasing a suitable gift or card. In Digital marketing, website deals itself with search engine optimisation (SEO), search engine marketing (SEM), content marketing, social media marketing, affiliate marketing, email marketing, pay-per-click advertising, and influencer marketing among other.
The first strategy is to know-the-customer, before utilising any technique, one must keep end user experience on the top of mind, in terms of what they expect, what they want to see and how. As explained by Rahman (2015), first step is to create interactive, engaging website for the organisation, which is not complicated at all and all the information about the product or services and offers is clearly visible, there is section for customer’s reviews and ratings. The platform must guide customers’ right from selection to final pay gateway smoothly. For this, customer journey map can be created using the central personality of different type of consumers, who are likely to visit the web-site.
After the successful creation of web-site, search engine optimisation must be done, so that website link is available on the top in the search list, whenever the user searches for cards or similar gift products by typing the keywords in the search bar like on Google search page. The Content of the web-site must be written in such a manner that key-words are repeatedly used, which will help in elevating the position of web-link in the search results. The Content marketing includes sharing of online material like videos, blogs and social media posts, which do not explicitly promote the brand but indirectly stimulate the interest in the product or services. Website must have similar videos uploaded. However, these videos must not be limited only to the website but also on various social media platforms like Facebook and Instagram. Clintons must make its own Facebook, Instagram and Twitter page, and must regularly upload posts (video or content), which are engaging and advertise their products indirectly. They must attempt to increase the share of likes on their page through regular posts and must target their posts towards a segment of potential customers, who are likely are purchase their products.
Through banner and PPC (pay-per-click) ads, in the appropriate places in different web-sites they must target customers. It is important to keep all the blogs and content up-to-date, original and relevant because sites like Google and Bing analyse that site, which are...