Digital Marketing: Techniques for Website Optimization, Content Marketing, SEO and SMM Utilization by Hungaryhouse

Digital Marketing
By
Yaya Soro

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Contents
Introduction............................................................................................................... 1
Comparison Traditional and Digital marketing and recommendation.........................................1
Techniques for website optimisation................................................................................ 3
Content marketing, SEO and SMM utilisation by Hungaryhouse.............................................5
Major activities associated with SMM, Content marketing or SEO........................................5
Metrics and KPI...................................................................................................... 9
Online display advertisements and Pay-per-click.................................................................9
Effective PPC designing steps..................................................................................... 9
Methods through which this cited firm can target its audience............................................14
Budgetary implications............................................................................................ 14
Relevant laws and guidelines.................................................................................... 15
Email marketing....................................................................................................... 15
Hungaryhouse utilisation of on-going analysis..................................................................15
Conclusion.............................................................................................................. 16
References.............................................................................................................. 16

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Introduction
In today’s time, there is a need for placing digital marketing over traditional marketing
mediums. This is not only essential for gaining a competitive advantage over the rivals, but it
is also essential for maintaining the cost and expenditure of marketing at the lower levels.
There is tough competition in digital marketing as well hence it is critical that the company
chooses the best strategies for making it better than the competitors (Stokes, 2011). There are
different types of tools available with the firm so as to do effective digital marketing. The
company that will be available to utilise the digital marketing tool most effectively will be
able to gain a competitive advantage over the rivals. Hungaryhouse is UK takeaway platform
and has struggled to gain success. This report is going to analyse the reason why digital
marketing is more essential for the firm when compared with traditional mediums. It also
describes different tools that Hungaryhouse can use increasing website visibility as well as
for attracting and retaining customers. It the later section of the report email marketing use is
analysed along with the way this company can use analytics and management of digital
mediums for digital marketing has been provided.
Comparison of Traditional and Digital marketing and recommendation
Organisations these days utilise both marketings for attracting a different set of consumers.
Differences between the two are as follows:
 Mediums: Radio advertisements, Newspapers, TV, print, notices, magazine, and
handouts are some of the mediums used in traditional marketing for promoting the
products or services. While in digital marketing there is the use of mediums like
company’s websites, social media, other online platforms, and You-tube videos.
 Cost: Digital marketing helps a company is saving a lot of money when compared
with the cost involved in traditional marketing. It is the cost that attracts companies to
do digital marketing.
 Result analysis: In digital marketing, it is easier to analyze the results of the marketing
process both ongoing and completed ones. The metrics like return on investments is
very easier to measure in digital marketing especially the ones that are ongoing. In
traditional marketing, this is a complex process and sometimes it takes months to gain
the actual data about the performance of the marketing. For instance, the performance
of the website can be easily obtained through the help of tools like Google analytics.

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 Opportunity analysis: Opportunity analysis can be a difficult process in the case of a
traditional marketing technique. In the case of digital marketing, it is easier to access
and evaluate the opportunity and hence respond to it so as to gain better results. In
traditional marketing, it takes time to judge which set of mediums would be beneficial
for obtaining desired results (Safko, 2010). On the other hand, understanding the
nature of the opportunities and selecting the best digital medium for it can be fairly
easy. This again can be done by the help of tools like Google Analytics on the basis of
metrics such as interest rates, transformation rates, interest visitors, bounce rates and
basic trends.
 Benefit evaluation: Since tracking the success of the marketing campaign on digital
marketing is easier when compared to the traditional mediums hence benefit
evaluation is also hard to measure. Since in digital marketing tracking the benefits is
easier hence additional efforts are not required which is often needed in traditional
marketing. Google Analytics is again a simple tool to do this. There is the use of
keywords for targeting a specific market segment.
It is evident from the above analysis of the difference that digital marketing is better than
traditional marketing. In today’s competitive environment it is not easy for the companies to
take care of the marketing campaign and the budget that is associated with it. In this regards
brand visibility becomes very much critical which is not easier to improve without significant
investments in digital marketing mediums. Digital marketing mediums will help
Hungaryhouse in reaching to the larger set of target segment with limited efforts. Since the
return on investment is higher in the case of the digital marketing mediums hence this firm
can easily do profit enhancement. By communicating with the customers with the help of
digital tools, firms are able to transform potential customers into actual customers.
Another effectiveness of digital marketing is that it enables the company to cover a larger
geographic region at just one click. On the other hand in traditional marketing companies
have to focus on limited spots or regions. Since digital marketing is more attractive hence it is
able to attract a larger set of consumers towards their products and services. Since large
numbers of people are attached to the online mediums hence doing personalized marketing is
easier. Digital marketing allows the company to gain real-time information about the person
they are targeting and their actual preferences hence digital marketing can be customized
accordingly (Ashley and Tuten, 2015). This is very difficult in the case of traditional

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marketing as it is done for the masses. It is also an effective medium for collecting the data in
the form of feedback on the basis of which digital marketing can be redesigned.
Techniques for website optimisation
In today’s time, the company’s website has become the first platform where the customers
get engaged with the company. It acts as a site where people make the first impression about
the company hence it becomes crucial that company like Hungaryhouse make a website that
is more user-friendly, has improvised design that attracts customers and gets optimized
according to technological mediums used by the company (NOVOSELTSEVA, 2017). Some
of the parameters on which the website’s performance is judged are user engagement, higher
conversion rate, higher SEO ranking, speed, etc. Website optimisation techniques (WOT) are
used to improve the website’s performance on the basis of these parameters. Some of the
ways in which WOT can be used for the same are:
 Speed of website: For analysing website’s speed there are different tools available.
For instance, a free tool such as Google Pagespeed can help a firm analysing its speed
of the website and it is also effective for noting down the speed of the website and
provides a recommendation about the ways in which performance can be improved. It
is critical that the overall loading time of the website is reduced.
 Image optimisation: For the company Hungaryhouse it is critical to optimise the
images that are present on their website. This optimisation technique depends on the
combination of both lossy and lossless image compression. It helps in compressing
the image of the website and hence the overall loading time can be reduced (Jackson
and Ahuja, 2016).
 Reducing HTTP requests: The higher the HTTP request, the slower is the speed
through which a website gets loaded. Some of the techniques in this regards are:
 CSS spirits
 Inlining JavaScript
 Resource reduction while third party plugins are marking request in a larger amount.
 Unless not needed a third part framework should not be used (Jackson, 2017).
 Lesser number of codes needs to be utilised at the same time there must be a
combination of CSS and JS files.

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 Minimise CSS and JavaScript: There must be minification of resource by eradicating
the unrequired JavaScript, HTML, CSS. This is not needed to load like comments,
newline characters, white space characters as well as block delimiters.
 Latency reduction with a Content Delivery Network: The latency among origin server
(without a CDN) and Blockbuster’s website POPs (with a CDN) should be made to
the lowest levels. Few of the integration techniques that can be utilised by
Blockbuster are Custom CDN integration, framework integration guides, Google
Cloud Storage CDN integration WordPress integration, AWS S3 CDN integration,
and CMS integration guides.
 Time To First Byte: TTFB is a calculation of the responsiveness of the webserver. By
providing a reliable DNS provider, utilisation of fast web host and utilisation of CDN
are some of the methods through which it can be improvised.
 Avoid 301 redirects: Redirects kills the performance of the website hence it is critical
to avoid them. This is because additional round trips can be generated which doubles
the loading time of the starting HTML (Stone and Woodcock, 2014).
 Caching: There are both server and browser cache and hence Cache controls can be
applied by the firm to improvise the HTTP cache.
 Preconnect and prefetch: Prefetching of Domain name is a creative way of resolving
the domain names before a user actually follows the link.
 Web font performance: Hungaryhouse can improvise the preference of web by
prioritising on the basis of the support of the browsers, selecting style that is required
by the blockbuster, putting characters to lowest levels as well as storing in
localstorage with Base64 encoding.
 Hotlink protection: KeyCDN also tracks an easier method to permit hotlink protection
for protecting CDN bandwidth.
 Enabling Gzip compression: It is a type of compression that reduces the size of the
JavaScript, webpages, and CSS at the side of the servers before sending them over to
the browser.
 Fixing 404 Errors: 404 HTTP errors are generated due to missing files. External
services such as “Online Broken Link Checker” can be used by the company to
remove such errors. At the same time, the use of Screaming Frogs can be beneficial.