LPC DMKT5008 Digital Marketing Summer 2018 Coursework Brief Handout: June 2018 Deadline for Submission: 2:00pm, 22 nd August 2018 Submit this coursework through the Student Portal with a Turn-it-in...

DMKT5008
DIGITAL MARKETING
SUMMER 2018
Executive Summary
The cu
ent report attempts to provide an in depth understanding of the importance of digital marketing for companies that have opted for traditional marketing techniques in earlier times, with a special reference to Clintons, which is a former market leader in the greeting cards selling business. In the first section of the report a critical comparison is provided to show the difference between traditional and digital marketing also justifies the reason, why Clintons should opt more for digital marketing rather than its traditional marketing techniques.
In the following section of the report the major digital marketing techniques, such as search engine optimisation, pay per click advertisement and web page designing are considered. In the third section, the way, Clintons can implement the search engine optimisation and pay per click advertisement in its digital marketing plan is explained along with their targeted audiences and legal bindings. In the following section a comparative perspective on the use of social media marketing, video marketing and digital display marketing is compared, where rational reasons are presented for placing social media marketing on first prefe
ed spot.
In the fifth section the importance of contents and email marketing has also been discussed in details, offering a Clintons, a ton of information for improving its digital marketing techniques. Considering the importance of the digital marketing for Clintons, in the sixth and the last section, discussion is provided about the use of proper web analysis technique for the refinement of the company web pages. In the conclusion, the essence of the entire report in presented, making the report complete and helpful to its readers.

Table of Contents
Introduction    4
1. Comparison of Traditional and Digital Marketing in the context of suggesting Clintons to invest in Digital Marketing    4
Traditional Marketing and Digital Marketing    4
Why Clintons Should Invest in Digital Marketing    5
2. Significance of Website Optimisation as a technique to improve Clintons’ Performance    6
Search Engine Optimisation    7
Pay-Per-Click Advertising    7
Web Page Design    7
3. Search Engine Optimisation and Pay-Per-Click as Tools for increasing Clintons Website Visibility    8
Implementation of SEO for Clintons’ Website Visibility against Rivals    8
Implementation of PPC for Clintons’ Website Visibility against Rivals    9
Use of SEO and PPC in Finding the Right Audience for Clintons    9
Consideration of Legal Aspects at the Time of implementing SEO and PPC for Clintons    9
4. Use of Social Media Marketing, and Digitally Virtualised Media as Means of Customer Attraction, Retention and Increase    10
Use of Digital Display and Visual Media Advertisement Way of Application    10
Use of Social Media Marketing    10
Reason for Placing Social Media Marketing over Digital Display and Visual Media Advertisements    11
5. Ways to Incorporate Email and Content Marketing into Clintons Digital Marketing    11
Content Marketing for Clintons    11
Email Marketing for Clintons    12
6. Ways to improve Clinton’s Performance with the use of Website Analytic    13
Conclusion    14
References    15
Introduction
Over time the market has changed, depending on the core components that form it. Over the decades marketing was done through traditional means, which incorporate the use of mostly, non-digital methods, however, times have changed and digital marketing has emerged as a better tool. However, many organisations have not adapted to the change and as a result had lost out of its competitive advantages they once possessed and therefore, a proper assessment of digital marketing is required. Companies, such as Clintons have shifted from traditional to digital marketing techniques; however, due to their limited understanding of digital marketing they are losing their market share. In the cu
ent report the major aspects of digital marketing are discussed critically to provide benefit to companies striving towards digital marketing, with a special reference to Clintons.
1. Comparison of Traditional and Digital Marketing in the context of suggesting Clintons to invest in Digital Marketing
Depending on the use of information technology and virtual advertising, marketing techniques are divided in two major categories—traditional and digital. As mentioned by Sinha and Singh (2018), the traditional and digital marketing, both have their benefits as well as advantages and it depends entirely on the nature of the products and services a customer seeks. In addition to the aspect of the customers, the size, nature and resources of an organisation also matters. As stated by Guercini et al. (2018), smaller organisations tent to invest in digital marketing as the maintenance cost stays very low, while bigger organisations use more traditional marketing for targeting local, yet large population. An organisation such as Clintons can use both; however focus on one type primarily.
Traditional Marketing and Digital Marketing
Traditional marketing was the only means of marketing products and services in the earlier decades. Traditional marketing incorporates the use of tangible advertising media such as leaflets, newspapers, billboards, kiosk and hoardings for advertisements. In case of smaller organisations, as stated by Watson et al. (2018), who seek to attract local customers, as seen in the case of local start-ups, traditional marketing is used. In case an organisation lacks resources, it can distribute limited number of leaflets to a few persons, who would make the promotion via mouth to mouth advertising. The setting of Kiosk for a couple of days or for a week would not require high spending, however, the promotion level would be very effective.
Depending on the remarkable improvement of the information technology, the digital market has become popular, especially in the last decade it has become equally important for business in comparison to that of traditional marketing. As noted by Turner et al. (2018), digital marketing involves the use of internet, social media platforms, along with the use of digital proof files, virtual leaflets and online services. In case of an organisation that wants to expand its business on a wide scale can use digital marketing, to reach wider audience, without investing huge amount of monetary or human resource. It is worth the mention that although the digital marketing does not provide targeting a special local population, it does provide huge demand through the promotion of organisations name, resulting in drawing the attention of more customers. As argued by Hackley et al. (2018), the idea that digital marketing cannot target a specific audience is inco
ect; with the selection of proper social media platform and proper technique applied in the formation of the website, a specific group of customers can be attracted very easily.
Why Clintons Should Invest in Digital Marketing
Clintons is using both, traditional and digital marketing for the promotion of its range of Greeting Cards, however, the company has not been able to recover its market position in comparison to its powerful rival companies. As affirmed by Stewart et al. (2018), tangible advertising objects, such as newspapers advertisements and printed leaflets can be stored and read many times in repeated successions. The repeated reading makes the promotion of a product or service very firm in the memory of the customers. Taking cue from the benefit of traditional marketing, Clintons has been adopting advertising techniques such as newspaper and magazine advertising prints, audio advertisement promotion in the local radio frequencies during commercial
eaks and many more.
However, as argued by Hackley et al. (2018), traditional advertising reaches only a limited number of people. In order to understand the limited reach of the traditional marketing, it can be seen that Clintons can publish advertisement in one newspaper at a time and the readers who read their newspaper will only see the advertisement, while the customers who read a different newspapers in the same area would not be able to see the advertisement Clintons published. Another major reason why, Clintons is not reaching its customer through traditional marketing is due the fact that people are rapidly moving towards the digital world, made evident in the cu
ent reports that show that the number of readers of leading newspapers have fallen 10% in 2015 in comparison to the year before (The Guardian, 2015). While on the opposite side users of social media platforms have increased in unprecedented percentages (Clicky.co.uk, 2018).
Figure 1: Rate of Increase of Facebook Users in UK
(Source: Clicky, 2018)
In earlier decades, people had a lot of time and globalisation was yet to take place, therefore, visiting a local retail shop and manually
owsing through greeting cards, worked in the favour of Clintons, however, due to the limited time modern people have, the digital shopping has become more popular. In addition, foreign companies has ventured into the UK market, and offered an a
ay of options, Clintons is in need of promoting its range of cards in the cheapest possible way to reach the highest number of people all around the globe. Reaching more customers would increase sales, and eventually would improve Clintons’ position in the market.
2. Significance of Website Optimisation as a technique to improve Clintons’ Performance
As customers form their views about an organisation based on the design as well as functionality of the company web page, it is important that the contents and designs are properly optimised according to the taste of the customers. As opined by Sirdeshmukh et al. (2018), web page is the retail store of online customers, seeking their desired products and services at any given point of time. The process of optimising web page can be done, by using tools such as search engine optimisation (SEO), pay-per-click (PPC) advertising and web designing.
Search Engine Optimisation
In order to understand and take measures to improve SEO, the tool, named search engine must be comprehended. As per the assessment of Te
ance et al. (2018), search engines are internet based information directive tools that use various combination of algorithms to generate best results from specific keyword inputs. The major search engines, such as Google, Bing and Yahoo follows specific combination of algorithms, however, each keep their combination of algorithms secret. Search engines consider the contents of the...