Digital Marketing Strategies and Techniques

This assignment delves into the multifaceted world of digital marketing. It examines essential strategies such as Search Engine Optimization (SEO), Content Marketing, Pay-Per-Click (PPC) advertising, and Social Media Marketing. The assignment emphasizes the importance of integrating these strategies for a comprehensive digital marketing approach. It also touches upon the need to analyze web performance and optimize user experience.

DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
1. Differences between Traditional and Digital Marketing and importance of investing in Digital
Marketing..........................................................................................................................................3
2. Utilizing Website Optimization techniques to improve the performance of website....................4
3. SEO, SMM and Content Marketing to attract, retain and engage with customers. ......................5
4. Pay-Per-Click advertising and Online Display advertising .............................................................8
5. Incorporating Email Marketing into Digital Marketing strategy to attract and retain customers 10
6. Boo.com could have made use of ongoing analysis and management of digital marketing methods.
........................................................................................................................................................12
CONCLUSION.............................................................................................................................................13
REFERENCES..............................................................................................................................................15

INTRODUCTION
Digital marketing refers to marketing of products and services through using digital
technologies. Mainly the internet is used for digital marketing, it also includes mobile phones
and display advertising and other digital mediums as well. Blockbuster LLC was an American
based home movie and video game rental services company that was founded in the year 1985.
The company was provider of various services through DVD-by-mail, video rental shop,
streaming, cinema theater and video on demand. This was considered as most iconic brands in
video rental shop, but at its peak in the year 2004, company was unable to transition towards the
digital model and it filed for bankruptcy in year 2010. In the present report differences between
digital and traditional marketing is explained. Discussion of Search Engine Optimization,
Content Marketing and Social Media marketing is explained. The report also discusses about use
of Pay-Per-Click advertising and Online Display and Video advertising for increasing brand
awareness. The report further focuses on to outlining the incorporation of Email Marketing into
the digital marketing strategy for attracting and retaining customers.
MAIN BODY
1. Differences between Traditional and Digital Marketing and importance of investing in Digital
Marketing
Traditional marketing refers to the type of advertising, promotion and campaign which
was been in use by organizations for years and it also have proven success rate (Todor, 2016).
The companies can use traditional marketing using various methods of traditional marketing
such as billboards, pamphlets, advertisements, flyers, TV, radio, newspaper, etc. Whereas, digital
marketing refers to promotion of organizations products and services through one or more
methods of electronic media. The digital marketing strategy of organization involves
promotional efforts through internet, mobile phones, social media and electronic billboards. This
may also include digital, television and radio channels.
The digital marketing is taking over the traditional marketing channels because of the its
ability of the internet tools of marketing for interact with the target audience in real time. The
business organization needs to focus on interact with its target customers effectively and also
providing them with proper engagement points as this will lead to provide insights of customers
regarding what they want. Blockbuster had approx over 50 million members around world wide
at its peak, but it failed to adapt to the changing retail environment and digital model. And this
led to result in bankruptcy of company (Spiller and Tuten, 2015). Blockbuster focused on
opposite things rather than building up online business and preparing for rise of streaming. The
company could have invested in digital marketing, and things could have been really very
different. Following are the given importance of digital marketing channels that could have been
enjoyed by Blockbuster, if it has adapted to digital marketing:
Increases sales: The companies setting out digital marketing strategies can enjoy the benefits of
increase in sales (Dodson, 2016). If Blockbuster has made use of digital marketing, it could have
seen great and positive impact on its sales and profits as well. The digital marketing channels
could have helped Blockbuster to reach to the global market place and enjoy increased market
share and profitability.

More targeted: Digital marketing helps business organization to be more targeted and it also
allows to target with very specific component, such as: according to their buying behavior,
profession, goals, education level, challenge and more. Blockbuster could have used digital
marketing channels and have gain benefits to target their specific target audience.
Automation: Digital marketing channels can be used by business organization to send the
advertising content at optimal time for obtaining the desired outcomes and results. Blockbuster
would have got advertisement personalization through digital channels. Automation feature of
digital marketing also takes repetitiveness out of the process. The importance of digital
marketing is that it brings out instant results
Easy for scaling and adapting: There is an investment required for any marketing channels to
get traffic flowing. But digital advertising and marketing is easy to be scaled and adapted as the
business grows (Stokes, 2011). For example, Blockbuster could have used digital marketing such
as display ads, social media campaigns and search ads and have got benefit for choosing the
daily budget and also know about exactly how much campaign will cost and making required
changes are easy and also to relaunch the advertisements.
Best Return on Investment (ROI): The Digital marketing is considered as the method for
getting highest ROI. Email marketing, content marketing and social media marketing could have
greatly benefited the Blockbuster company and have prevented bankruptcy. The use of digital
marketing channels saves money and helps to reach more customers as compared to traditional
marketing methods.
2. Utilizing Website Optimization techniques to improve the performance of website
Website optimization refers to the process for making required changes to the website so
that it leads to benefit by appearing higher in the search engine result pages (Habibi and et.al.,
2015). The website optimization is important as it helps the website visitor’s to be happier
through successful visit to the website. The business organizations optimizing website focus on
making the process easier for the visitors for accomplishing the tasks. There are various website
optimization techniques that helps in improving the performance of website.
Blockbuster could have utilized the website optimization techniques for improving the
website performance. As the high-performance websites brings effective results as it allows high
return visits, higher conversation, low bounce rates, higher engagement, better user experience
and higher ranks for organic search. The slow websites lead to cost more and also damages the
brand reputation. Following are given some website techniques that could have been used by
Blockbuster for improving the website performance.
File compression: The web pages are constructed through various code files like HTMT and
JavaScript and as web pages grow and becomes complex so as their code files becomes complex
and subsequently it takes load time. The file compression technique helps in reducing the code
files and thereby improves the responsiveness of site that can improve the overall performance.
HHTP request reduction: The more there are HTTP requests the web page makes; the load
becomes slower. The web browser is limited for opening certain number of connections on
single host (Patrutiu-Baltes, 2016). The website optimization techniques help in reducing the

number of HTTP requests and also the round trips which are required for lading a webpage. This
leads to improve the web performance and it could have been used by Blockbuster.
Web Caching optimization: This technique helps in reducing the server load, latency and
bandwidth usage Browser cache needs to be leveraged and it is considered as crucial for saving
server times (WEB PERFORMANCE OPTIMIZATION TECHNIQUES, 2017). The Blockbuster
could have utilized this technique and have made things faster and better.
Code minification: This website optimization technique distinguishes discrepancies between the
codes which are written by web developers and also how the network elements can interpret
codes. Blockbuster could have utilized minification optimization technique for removing
comments, crunch variables and the extra space for minimizing the code and improving the web
performance.
Image Optimization: Blockbuster could have utilized image optimizing technique for reducing
the size of image and the quality of image remains less or more the same. Uploading original
photos on the website is not correct as they are heavy in size. This optimization technique makes
use of tools like Kraken.io, JPEGmini, TinyPNG, etc. for reducing image size and improving the
web performance for the visitors (Baltes, 2015).
Lossy Compression: This technique is used for removing non-essential information of header
and also lowers the original photo quality for many high-resolution photos. Color gradations or
pixel complexities changes are transparent for the end users. These changes are not noticeable
and does not affect image perception, thus improves the overall web performance which could
have been utilized by Blockbuster.
301 Redirects: Blockbuster could have utilized website optimization technique and have
improved the web performance. Redirects needs to be avoided as these acts as the performance
killers. The redirects generate additional times for round trips and thus quickly doubles the time
for loading the initial HTML document before browser even start loading other assets.
3. SEO, SMM and Content Marketing to attract, retain and engage with customers.
Search engine optimization refers to the methodology of strategies, tactics and techniques
used for increasing the number of website visitors by obtaining high-ranking place in the search
results page of the search engine pages, such as Bing, Yahoo, Google and various other search
engines. Social media optimization refers to the use of number of outlets and communities for
generating publicity for increasing the product awareness, service brands and events. Content
marketing refers to the digital marketing technique and tactic that involves creation and sharing
of valuable content such as video, social media posts or blogs which does not explicitly promotes
the brand but it aims at intended for stimulating products or service interest and also helps in
attracting new leads (Chaffey and Ellis-Chadwick, 2019).

Illustration 1: Search Engine Optimization
Search Engine Optimization makes demand and content marketing aims at fulfilling
those demands. There are various techniques that helps in ensuring that SEO supports efforts of
content marketing and Social Media Marketing. Search Engine Optimization, Content Marketing
and Social Media Marketing work together for creating value and providing relevance content to
the web visitors. Following are given the activities that helps in integrating SEO, Social Media
Marketing and content marketing.
Keyword Research: The keyword Research takes efforts and time as this is the key part for
planning the SEO and analysis. There are various advanced tools that assist in this process such
as Google Keyword Planner, Ubersuggest and Google Trends. The social media could have
helped Blockbuster’s search engine through content promotion and have ensured to effectively
attract, engage and retain web visitors. The social media is considered as the most effective and
easiest way for pushing the SEO based content.
Integrating campaign and Long-term planning: Both content marketing and SEO requires
long term planning in order to ensure that activities are aligning with peaks in interest. The
keyword research needs to provide good indication for the top phrases and terms that people are

searching. The social media could have helped Blockbuster site’s SEO through increasing
engagement of visitors.
Focus on quality and not on quantity: The quality needs to be an essential consideration when
creating the content that support social media, brand engagement and lead generation
(Integrating SEO and content marketing, 2014). The content must be helpful, useful, informative
or educational that inspires visitors’ interest and effective engagement. Social media marketing
could have been used by Blockbuster for promoting the top-quality content and also engaging
and retaining customers.
Considering content distribution opportunities: The key activity of SEO is effective
distribution of content and marketers needs to focus on getting their content seen, viewed and
heard by the target audiences by ranking in the search results. The Social Media Marketing can
lead to high-quality links and authentic links through the influential websites. Blockbuster could
have developed relationship with the social media relation teams to produce net worthy contents
for the important publications and channels.
Reviewing the effectiveness of content: The Blockbuster could have focused on reviewing the
content effectiveness in order to attract, engage and retain the web visitors. The Social Media
marketing contributes SEO for increasing the brand awareness and it could have been used by
Blockbuster for engaging customers and gaining effective advantages and benefits.
The clear understanding of performance measurement metrics is important (De
Pelsmacker, Van Tilburg and Holthof, 2018). The social media metrics helps in determining the
performance of campaigns and also the Return On Investment from them. But it may also affect
the brand awareness, if content receives any negative feedback. The SEO, SMM and Content
Marketing allows to have direct connection with the target audience but it may also opens up the
potential regarding embarrassment. The KPIs and optimization metrics also requires spending a
lot of time on the campaigns.
There are various KPIs to measure the SEO, SMM and Content Marketing effectiveness, such
as:
 Social media shares
 Bookmarks
 Organic Conversion rate: This KPI relates to core objectives of business for growing the
customer base and also increasing sales.
 Accelerated mobile pages
 Mobile Rankings
 Organic clicks/ CTR/ Impressions: This shows number of times that post showed up in
someone's timeline or news feed. This can be because either they are following site or
because some-one from their list has like and shared company's content.
 Crawl errors

 Keyword Ranking: This is an important KPI as it directly co-relates with the success of
SEO. The improvements in Keyword ranking are success or achievement points.
 Organic or mobile search traffic: Principle goal of SEO is to drive traffic on the website
through the organic search. The more the traffic on site, the more is the success points of
digital marketing campaigns. Thus, this can be considered as the most appropriate one to
be used by Blockbuster.
 Organic search position or ranking
 Traffic of top keywords
 Quality and amount of inbound links
 Unique visits and sentiment
4. Pay-Per-Click advertising and Online Display advertising
Pay-Per-Click is a model of digital marketing or internet marketing in which advertisers
pays fee for each time when their advertisements are clicked. Display advertising refers to online
advertising and it comes in various forms such as rich media, banners, advertisements and many
more. Online display advertising relies on various elements like audio, images and video for
communicating the advertising messages. Following are given the steps that can help to
increasing the brand awareness and website visibility using Pay-Per-Click advertising:
Laying the foundation: Before starting any digital marketing campaigns, it is important to begin
it with a solid foundation. It needs to include the objectives and purpose for running the paid ads.
Marketers also needs to determine the target audience such as if it is B2B or B2C and it also
includes setting of budget and understanding of monetary risk.
Choosing appropriate channel: Marketers needs to select appropriate channel before starting
the PPC campaign. There are various advertising platform and channels such as Google
Adwards, BingAds, Facebook, LinkedIn, 7Search an AdRoll (6 SIMPLE STEPS TO START
YOUR FIRST PPC CAMPAIGN, 2019).
Creating Keyword list: the next step of PPC is creating the own creating keyword list as this
helps in triggering the ads which show in search engine result pages. Therefore, it is considered
as important for choosing the most appropriate and relevant keywords for avoiding waste money
on non-performing clicks.
Creating campaigns or Ad grounds: There is need for creating the ad-groups and campaigns
within the engine for creating PPC advertisement campaign. These are the folders and subfolders
for the keywords and ads (Dodson, 2016). Blockbuster could have used paid search campaign
with single ad-group or single campaign.
Writing effective Ad copy: This step of PPC Campaign includes writing the ads for the
campaign in effective way. Blockbuster could have been used the PPC campaign for increasing
the brand awareness. The ad copy needs to be relevant and informative so that it can help in
increasing brand awareness and visibility amongst competitors.

Ensuring landing pages are ready for conversion: The landing pages needs to be optimized
for converting organic traffic for effective PPC campaign (Durai and King, 2019). Marketers
need to ensure that pages have specific call for action, page needs to be concise and clear and it
uses header tags. Through out the PPC campaign, marketers add and removes various keywords,
test ad copy, land pages, adjust bids and it may also change the focus of campaign.
Following are given steps for designing the effective online display advertising campaign that
could have been used by Blockbuster for increasing the brand awareness and also for increasing
website visibility among its competitors.
Choosing right network: The marketers need to focus on choosing the right network before
starting Online display advertising campaign. Blockbuster could have used online display
advertising as it has allowed to run the campaigns across thousands of sites which fall within that
network.
To target or not: Blockbuster could have used display advertising campaign or increasing the
brand awareness as it also allows business for targeting narrow audience. Methods for targeting
audience are behavioral, demographic or geographical. Blockbuster could have used both
targeted and non-targeted advertising campaigns as this allows to gain benefits of increasing
brand awareness and also increasing visibility among competitors (Habibi and et.al., 2015).
Measuring and optimizing: The online display advertising needs to be monitored and
optimized for getting successful results. The network for display advertising needs to be selected
which allows for optimizing the campaign at anytime without any penalties or surcharges.
Considering a professional: The effective and successful display advertising is quite
challenging and also time consuming. Thus, digital marketing agency needs to be consulted with
for helping out the businesses. Through following these above-mentioned steps, Blockbuster
could have used display advertising campaigns and has got benefits for increasing the brand
visibility among its competitors (Harvey and Sanchez, 2018).
Boo.com was European organization that was founded in the year 1998 and its vision was
to become first online global sports retail site in the world wide. The target audience of Boo.com
can be characterized by young, fashion conscious and well-off people from the age 18 to 24. Its
concept was that target market will be interested for fashion and sports brand through worldwide
and stocked by Boo.com. But, the new media age (2005) created issues for Boo.com and it faced
end on 18th May, 2000, when the funds of investors were not raised for meeting the spiraling
marketing, wage bills and technology. Therefore, Boo.com could have used PPC and Display
advertising for targeting the key audiences effectively and have increased its brand awareness.
PPC and Display advertising needs to manage the budget and dependencies effectively
(Hughes And et.al., 2019). The PPC budgeting can be divided into four areas such as, budgeting
strategy, positioning strategy, bidding strategy and Bid adjustments.
The Online Display advertising is regulated in UK by various legislative rules such as,
Data Protection Act, 2018, Privacy and Electronic Communication Regulations, 2011. There are
various self-regulatory rules as well that aims at regulating the Display advertising and PPC

campaigns, such as, UK Code of Non-broadcast Advertising and Sales promotion and Direct
Marketing.
5. Incorporating Email Marketing into Digital Marketing strategy to attract and retain customers
Email marketing refers to the act of sending commercial messages to group of people
through emails. For example, the email sent to any current or potential customer can be regarded
as email marketing. In today’s digital world, everyone is relied on various digital channels for
communicating, education, shopping and entertainment as well. Thus, Blockbuster could have
integrated Email marketing into the digital marketing as it would have benefited in terms of
attracting and retaining customers. Because the digital channels of online world have becoming
crucial part for everyone in everyday existence.
Blockbuster could have focused on incorporating the Email Marketing technique with the
Digital Marketing as it allows to send personalized messages which helps in promoting the
brand, content, products and services as well (Kaufman and Horton, 2014). The email marketing
also benefits for retaining customers and also attracting new and potential target customers.
Blockbuster could have segmented various contacts by using the personalization technique for
delivering the messages which customers can not ignore. Therefore, business needs to focus on
integrating the email marketing with the digital marketing strategies.
Getting personal: Consumer want on-target and relevant content and they also expects that
content needs to be personalized for their interest. Thus, email marketing strategies needs to
focus on personalizing the advertisement content as it helps in driving customer engagement,
builds trust and loyalty of customers, and ultimately increases the brand awareness and revenue.

Email Marketing strategies also needs to focus on segmenting the target audience as it is
incredibly valuable as well (Laverie, Humphrey and Bolton, 2018). Segmentation refers to
grouping of target audience based on behaviors, geographical, demographic or other criteria,
such as:
 Age
 Gender
 Persona
 Hobbies
 Past purchases
 Content topic
 Interest level
 Geographical location
 Purchasing behaviors
 Sales funnel stages
 Industry
 Education level, etc.
Scaling efforts through automated emails: Automated emails are another way for showing
personalization to target audience and it also helps in establishing trust and further engagement.
Blockbuster could have set up automated emails that helps in triggering the target customers
behavior and allows for crafting personal experience (Malik, 2018). The marketers also need to
focus on being as effective as possible and in order to do so it needs to integrate the website with
ESP.
Growing list of email organically: Business needs to focus on jump-start list building and it can
be done through relevant and high-quality content which is also specific to the target audience.
Blockbuster could have focused on integrating email marketing with the digital marketing
strategies in order to engage and retain customers. Blockbuster could have used following given
creative ways for growing the email list:
 Providing links on social media website and also providing incentives for sharing.
 Using various high value offers such as eBooks and webinars for opt-in enticements on
the website (Patrutiu-Baltes, 2016).
 Providing subscriber only discounts and also allowing opt-in to subscriber
 Running different competitions and contests
 Offering hot content through newsletter which must be opted-into

Focusing on life-time value: Growth of email list is important, but retention is most valuable.
Every customer expects to have life time revenue value while subscribing to the brand (Rohm,
Stefl and Saint Clair, 2019). Customer Lifetime Value term is used for defining the value for
future relationship with the prospects. Blockbuster could have used email marketing in its digital
marketing campaign and have gain benefit of engaging and retaining customers effectively.
6. Boo.com could have made use of ongoing analysis and management of digital marketing
methods.
Boo.com was a British Internet Company which was founded in the year 1988 and got
defunctioning in year 2000. The company was dealing in cosmetics and clothing products.
Boo.com faced failure due to many reasons such as timing, user experience problem,
management problem, problem of supply chain, excessive marketing expenditure, etc. Boo.com
could have made use of ongoing analysis and digital marketing management to ensure positive
results and outcomes (Spiller and Tuten, 2015). There are some relevant laws and regulations
that pertains to digital marketing campaigns and that needs to be followed to get effective results
and outcomes. FTC Policy Statement and Substantiation, FTC Endorsement Guides and
Disclosures and CAN-SPAM and Opt-Outs.
There are different digital marketing techniques that could have been used by Boo.com,
such as Email marketing, E-commerce revolution, SEO, SMM, Content Marketing, Pay-Per-
Click and Display advertising. Following are given the key activities, processes or milestones
associated with the digital marketing techniques:
Email marketing: The boo.com could have made us of Email marketing through creating strong
and relevant content. The activities needs to focus on creation of high-quality and personalized
emails and sharing them. Marketers also need to determine the email frequency and also
prioritize communication (Stokes, 2011). The activities of email marketing also involves
standardizing data for segmentation of markets and ensuring that key data is available for
segmented groups. Then the results needs to be measured and optimization of tactics.
Search Engine Optimization: Boo.com could have made use of SEO techniques and have
gained effective and positive results through it. The key activities of SEO includes Assessing the
industries traffic potential and then identification if keyword opportunities for the sites. The
activities of SEO also includes identification of related and relevant terms for using in the
content and visualizing the internal linking of the site. The next step is to get all the key
optimization, social and organic traffic information, link popularity for the top site pages in one
place. SEO also needs getting relevant prospects of link with desired requirements and also
direct contact information. The last activity of SEO is to track the daily rankings of SERPs for
the relevant keywords.
Content marketing: This is considered as the strategic marketing approach that is focused on
creation and distribution of relevant, consistent and valuable content for attracting and retaining
defined and targeted audience (Todor, 2016). This digital marketing technique effectively drives
profitability and consumer engagement. The activities of Content marketing includes Blogging,
Social Media, Ebooks, Guides, White Papers, Press Releases and Web Pages.

The milestones or KPIs that can help or support to measure and optimize the digital
marketing campaigns are given as follows:
Traffic metrics: These helps in measuring and monitoring the traffic generation stage and
important for SEO and PPC.
 Overall Site Traffic
 Traffic Sources
 Mobile Traffic
 Click Through Rate
 Cost Per Click
Conversion metrics: These metrics provides insight to what specific metrics are essential during
conversion of website traffic into business leads and outright sales.
 Conversion rate (CVR)
 Cost Per Lead
 Bounce Rate
 Average Page Views Per Visit
 Average Cost per Page View
 Average Time On Site
 Rate of Return Visitors
Revenue Metrics: The success and positive results of digital marketing campaign can be
optimized and measured by using revenue metrics (Wind and Mahajan, 2012).
 Return On Investment (ROI)
 Cost to acquire a Customer (CAC)
CONCLUSION
The purpose of digital marketing is connecting the target audience with the organization
through making use of various digital channels and promoting the products and services. There
are various methods that can be used by business organizations to promote its products and
services through digital technologies, such as, Search Engine Optimization, Content Marketing,
Search Engine Marketing, data-driven marketing, E-Commerce marketing, Social media
marketing and influencer marketing. Digital marketing can bring business many benefits such as
it helps in increasing brand awareness, attract customers and also engage them effectively. The
digital marketing also helps in retaining the current and potential customers.

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