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...

MARKETING MANAGEMENT
DIGITAL MARKETING
Executive Summary
The cele
ated report
ings forth the importance of digital marketing in the modern era of communication technology, considering Clintons as a chosen organisation dealing with the issue of improper digital marketing. After giving the short introduction to the topic of the report, a comprehensive detail is provided for both – traditional and digital marketing, their way of functioning and benefits. This section also presents an argumentative approach; on what grounds should Clintons give priority to digital marketing than traditional marketing. In the next section, the popular techniques for web optimisations are discussed in length, which includes web page design, search engine optimisation and pay per click techniques.
The following section of the report contains suggested systematic directions that Clintons could follow properly, to implement the processes of search engine optimisation and pay per click technique. This section also provides details about the audience the SEO and PPC can target and the legislature that need to be followed. The following part of the report makes a comparison between digital display and video advertisements with social media marketing, on the context of their effectiveness in catering online customers. This section also proves the supremacy of social media marketing, through rational arguments.
The next section discusses the influence of content marketing and email marketing as well as the technique through which Clintons can benefit from them. The sixth section of the report importance of web analytics is discussed with a special alignment with Clintons’ digital marketing performance. Based on the understanding the six parts of the report delivered a comprehensive and legible conclusion is provided at last.
Table of Contents
Introduction    4
1. Understanding Traditional and Digital Marketing and Why Digital Marketing is good for Clintons    4
Traditional Marketing    4
Digital Marketing    5
Why Digital Marketing is good for Clintons    5
2. Web Optimisation Techniques, and Their Contribution in Enhancing Clintons Performance    6
Web Page Designing    6
Search Engine Optimisation (SEO)    7
Pay-Per-Click Advertisements    7
3. Use of SEO and PPC by Clintons for Competitive Website Visibility Improvement over its Rivals    8
Proper Steps for SEO and PPC Implementation    8
Ways in Which SEO and PPC Would Find Right Audience for Clintons    9
Laws and Regulation Considered at the time of SEO and PPC Implementation    10
4. Effectiveness of Online Display-Video Advertising and Social Media Marketing for Customer Retention and Attraction    10
Co
ect Way of Implementing Social Media Marketing for Clintons    11
Reason for deeming Social Media Better than Digital Display and Video Advertising    11
5. Ways to Incorporate Content and Email Marketing into Clintons Digital Marketing Approach    11
Incorporation of Content marketing    11
Incorporation of Email Marketing    12
6. Assessing Ways in which Web Analytics Could Improve Clintons Digital Marketing Performance    13
Conclusion    14
References    15
Introduction
In earlier decades, when business organisations used their capital power to form market dominating force, monopoly of product line up and use of popular media platforms of that time, namely, televisions, radios, newspapers for advertising their products and services, the competition was minimal. However, with the advent of modern technology and better understanding of human psychology, business organisations have turned down the use of traditional marketing techniques and have adapted to digital marketing. The basic structure of supply and demand have remained the same, however, due to the changes in the media platforms prefe
ed by modern customers, many business organisations have lost their market leading position and despite venturing into digital marketing, has not found expected success. In the cele
ated report, in depth information has been provided for the understanding for companies, struggling with digital marketing technique implementation, through selecting Clintons as a real life example.
1. Understanding Traditional and Digital Marketing and Why Digital Marketing is good for Clintons
Traditional Marketing
Traditional marketing is a significant term and it generally implies all the widely used marketing techniques of the earlier decades. As stated by Zahoor and Qureshi (2017), traditional marketing is the technique of marketing, in which organisations do not rely upon the use of any electronic media. The statement however, is not totally co
ect, as Kumar et al. (2017) argued that traditional marketing involves the use of traditional techniques that have yielded success for business, consistently. Traditional marketing involved the use of printed media, such newspapers, leaflets, handbills, billboards, sports jerseys of eminent sports personals and also
oadcasting channel advertisements such as television commercials, radio advertisements and many more.
Traditional marketing media, being majorly, tangible objects, can be kept for future usage, easy to comprehend and are also low on budget, reducing the risk of ove
urdening an organisation. As opined by Sinha and Singh (2018), traditional marketing techniques are good for start-ups in developing countries, as in developing countries, business organisations face the risk of slow investment amount recovery. Local businesses can also profit from traditional marketing techniques for they are less experimental and more inclined towards generating predicted outcomes.
Digital Marketing
Digital marketing can be termed as a by-product of internet technology improvement and increasing number of people
owsing on the internet. As defined by Kannan (2017), digital marketing is the combined use of electronic devices, internet and social virtual platforms that aim at attracting a huge number of people, who invest their time on the internet, namely, being online. Digital marketing involves the use of techniques that are digitally framed and where data plays an important role. Digital marketing can be done through the use of digital techniques such as search engine optimisation, web page designing, social media advertising, content creating, email marketing and many more. As mentioned by Kwon et al. (2017), digital marketing does not make use of the fundamental ideas of the traditional marketing techniques and therefore, organisations moving their marketing strategies from traditional techniques to digital often find it hard to inculcate.
While in case of traditional marketing, the business organisations depend highly on advertising firms and
oadcasting organisations, organisations have to consider the significance of the search engines, online customers and the social platforms, at the time of opting for digital marketing. Business organisations that tend to operate its business worldwide could use digital marketing techniques as the reach of digital marketing is far more wide reaching, as it uses the internet to communicate to potential customers. Digital market is beneficial for start-ups that are aiming for grasping the interest of customers online. As digital marketing takes more initial investment and less maintenance later, it is often opted for long term marketing plans.
Why Digital Marketing is good for Clintons
Clintons has majorly been using traditional marketing techniques in the earlier decades. Back then Clintons sold greeting cards of all kind and was one of the very few in the market, engaged to such a business. Therefore, it can be assumed that there was hardly any option for customers in the market to buy greeting cards from. However, recently, new companies have entered the greeting card selling business, taking away Clintons’ market dominance. In order to compete with the competition in the market, Clintons need to use the digital marketing as the reach of traditional marketing has not been as effective as it was before.
Clintons’ management believed that greeting cards never go out of fashion and will always be sold. Accepting the fact that greeting cards will always be in demand, it also became evident that modes of buying has changed. As stated by Pappu and Christodoulides (2017), Modern information technology revolution and improvement of internet connectivity, people tend to buy products online, generating more importance for digital marketing. In order to improve the market condition of Clintons in a more competitive environment, the company needs more customers, which can easily be done by digital marketing as a huge number of people remain on the internet and seek the products and services they want (BBC UK, 2012).
2. Web Optimisation Techniques, and Their Contribution in Enhancing Clintons Performance
Clintons have developed its own web page to compete with the likes of rivals in the market, who are using the digital marketing platform to perform better. However, it is a fact that, despite having a fully working web page and a popular company name in the market, Clintons have not been able to get the satisfactory level of response from the online customers. The undermining of the web page’s performance implicate that the company web site is optimised to reach its full potential. There are however, web optimisations techniques such as web page designing, search engine optimisation, and pay-per-click advertising, which has the potential to improve Clintons’ digital marketing standards and improve the traffic of customers visiting the company web page.
Web Page Designing
The design of the web page of a company plays significant role in keeping the interest of the online customers visiting the page. The use of the colours, the layout planning, the level of connectivity and lastly, the ease of use, in the web page makes considerable amount of contribution in the web page optimisation process. As mentioned by Katarya and Verma (2017), web page optimisation, a skilled developer is required, as an ordinary person in an organisation would not be able to program the codes that are required to make the web page function properly.
In order to make a legit web page designing process, a web developer must follow a series of steps. In the very first stage, the web developer must know the purpose of the web page from the management of the company, and then based on that information; the basic frame of the page will be prepared. The base coding will be done in this phrase. Considering the design of the web page of the rivals in the market, the design of the web page would be made differently, making it stand out in the crowd of other web pages. In the second stage, the web page designer will present an early copy of the web page to the management of the organisation, namely, a prototype. Based on...