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...

DIGITAL MARKETING MANAGEMENT:
IN REFERENCE TO CLINTONS CARDS
Executive Summary
The present report is about the assessment of the significance of modern marketing technique, which is based on digital platforms, while making using Clintons Cards as the selected example for proving the relevance of the report topic. The report gives a
ief introduction to about the topic discussed. The first part of the report offers detailed account of existing and newly applied marketing techniques, their benefits, as well as justifies the preference for newer techniques of marketing, namely digital marketing.
The techniques that can make digital marketing effective, as discussed in the context of the chosen organisation are discussed under the second section of the report. The second section of the report also
ings forth details about web optimisation tools. In the third section of the report the importance and method of impact of Search engine optimisation and Pay per click advertisements are discussed in great lengths, aligning their functions with Clintons Cards and assuming the positive impact the two tools would cast. The fourth section discusses about the effectiveness of digital displays, video advertisements and social media marketing keeping Clintons Cards in the contextual background.
The fourth section also proves how social media marketing is better than video and digital display advertising. The fifth section of the report is comprised of email and content marketing implementation techniques in Clintons Cards digital marketing techniques, while in the sixth part of the report web analytics has been shown as a tool for refining Clintons Cards digital performance improvements. Collecting the essence of the discussion taking shape through the six systematic and inte
elated parts, a final conclusion is added at last.
Table of Contents
Introduction    4
1. Two Contrasting Marketing Types—Traditional and Digital and Reason for Pushing Clintons towards Digital Marketing    4
Traditional Marketing    4
Digital Marketing    5
Reason for Pushing Clintons Cards towards Digital Marketing    5
2. Different Web Optimisation Techniques that Could Improve Clintons Card’s Performance    6
HTTP Request Reduction    6
Content Compression    6
Search Engine Optimisation (SEO)    7
Pay-Per-Click (PPC)    7
3. Assessment of SEO and PPC for Enhanced Web Site Visibility of Clintons Cards    8
Systematic Approach to SEO and PPC Implementation at Clintons Cards    8
Techniques though which SEO and PPC Target the Appropriate Audience    9
Laws and Regulation that Shape SEO and PPC Implementation    9
4. Using Digital Display-Video Advertisements and Social Media Marketing for New and Existing Customer Retaining, Attracting and Engaging    10
Systematic Approach to Digital Display-Video Advertising and Social Media Marketing    10
The Reason for Social Media Marketing being More Effective for Business    10
5. Use of Content and Email Marketing in Clintons Cards Digital Marketing Strategy    11
Use of Contents in Clintons Card’s Digital Marketing    11
Use of Email Marketing in Clintons Card’s Digital Marketing    11
6. Comprehending the Methods of Web Analytics for Refining Clintons Cards Digital Marketing Performance    12
Conclusion    13
References    15
Introduction
The ground-
eaking innovation in the field of micro-electronics, frequency transmission wave assessment, and computing technology, information technology has skyrocketed. Based on the ease of access to knowledge, offered by information technology, business has shifted towards reaching customers through online marketing, online advertising and online selling of products and services, collectively termed as digital marketing. Although lucrative in appearance, digital marketing is complex, and organisations, transiting from conventional to digital mode of marketing pose the potential threat of failure, therefore, a proper assessment of digital marketing are mandatory. The cu
ent report addresses the comprehension of proper and shows the risks of improper digital marketing techniques, by refe
ing to Clintons Cards.
1. Two Contrasting Marketing Types—Traditional and Digital and Reason for Pushing Clintons towards Digital Marketing
Traditional Marketing
The term traditional marketing is often associated with outdated marketing systems and techniques. However, traditional marketing is not outdated marketing system. As argued by Loucanova et al. (2018), traditional marketing, as the term suggest is the tried and tested marketing formulas that have proved to be effective for a long period of time, offering very little scope for experiment as well as risk of failure. The term traditional marketing, is a relative terms and it does not provide a fixed scale for categorising the marketing methods used by business organisations. It is however, true that as traditional marketing derives and incorporates marketing techniques of the earlier generations, it tend to focus on existing channels that lead to customer bases.
As assessed by Popescu (2018), digital marketing has an evident inclination towards printed media such as colour printer advertisements in magazines, newspapers,
ochure and text based printed media such as leaflets, bill boards, and hoardings that aims at grasping the interest of the customers. Traditional marketing also consider television advertisements, radio programme commercial
eaks as effective customer targeting tools. Traditional marketing even has its dominant effectiveness for automobile and real estate industry; however, for organisations such as Clintons Cards, the traditional marketing techniques are not generating satisfactory marketing demand.
Digital Marketing
The basic aim of digital marketing is no different from that of traditional marketing; it even has customer base targets, advertising platforms, promotion of products and services, which are all common in traditional marketing. However, in case of digital marketing, the primary difference exists in the selection of chosen platform. As stated by Buchanan et al. (2018), digital marketing is technology dependent and virtual world of internet is its marketing area. In digital marketing, business organisations develop a digital address for their organisations and share the hyperlink to that page on virtual platforms such as social medial platforms, search engine data bases and in many cases circulate the web address through traditional advertising techniques.
As the customers click on the hyperlink, they land on the company homepage and get direct entry to organisational products and services. The products and services advertised on the company website are sold through a user-friendly interface to customers, offering more reliability on organisation than the customer, as the product delivery remains the responsibility of the organisation. As mention by Sinha and Singh (2018), organisations can provide its range of services and sell its products to customers, which traditional marketing cannot penetrate. The methods tagged as popular tools of digital marketing are social media marketing, search engine optimisation and pay per click and web page designing.
Reason for Pushing Clintons Cards towards Digital Marketing
Considering the marketing condition Clintons Card has, it cannot be said that the future of the company is promising. Clintons Card had once enjoyed the benefit of market monopoly due to the lack of competition. However, recent competitors in the market are having taken the lead by not only drawing in customers from the existing markets, but also from online platforms, amplifying the reach of customers manifold. There is no doubt that Clintons Card has its own set of loyal customers that visit their shops to buy greetings cards.
However, due to technical innovation and popularity of internet people prefer the experience of online purchasing. As affirmed by Ambepitiya (2018), the modern way of life, time consumption at workplace and study has made digital platform a better time saving option for shopping. Considering the gradually climbing popularity of online buying, it can be assumed that traditional mode of marketing has now fixed its reaching radius of customers.
Clintons Card needs new customers, and it needs to get new customers with minimum investment as the company does not have the luxury of monetary capital. Firstly, Digital marketing will improve Clintons Card’s sales as the range of products will reach customers, instead of customers reaching the products. Secondly, digital marketing will be less expensive to set up and maintain, which will not generate pressure of Clintons Card to price their products high. The third and final positive side of investing into digital marketing that it would generate a
idge between the customers and the sellers to communicate directly, making feedbacks authentic and interaction beneficial.
2. Different Web Optimisation Techniques that Could Improve Clintons Card’s Performance
Web optimisation is the process of making the web page of an organisation faster, detailed, attractive and effective. The following processes helps in optimising a web page.
HTTP Request Reduction
As an online user uses the
owser to visit a web page, the loading time of the web page influences the patience of the online visitor. According to Wetzels et al. (2018), if a web page is opened faster than another one, online users is inclined towards visiting the faster loading page, as it will save time and retain the interest of the visitors. HTTP requests are the number loops used for loading the contents of a web page. As mentioned by Tripathi and Hu
alli (2018), the higher the numbers of HTTP requests, the slower the page will load.
As the
owsers are designed to load a fixed a number of connects at one time, the gathering of various contents of the page make the process slow, which eventually reduces the interest of the visitor. HTTP request reduction technique gathers smaller contents of the web page and stitch them in a single threat, making the number of HTTP requests less. If Clintons Cards can optimise the level of HTTP requests of their web page, the loading of the contents will take less time, encouraging the online visitors to explore about the range of products offered by the company, increasing the chances of sales in the process.
Content Compression
In order to decorate a page and guide the visitors of the page a better experience, colourful visual contents are used. In case of contents the majority consists of images, pictures and texts. The used images make the web page loading time slower and affecting the satisfaction level of the online visitors. Despite the contents that make the web page slower, web page designers do not...