Differences Between Digital and Traditional Marketing DOC

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DIGITAL MARKETING
Table of ContentsINTRODUCTION...........................................................................................................................................3MAIN BODY.................................................................................................................................................31. Differences between Traditional and Digital Marketing and importance of investing in Digital Marketing..........................................................................................................................................32. Utilizing Website Optimization techniques to improve the performance of website....................43. SEO, SMM and Content Marketing to attract, retain and engage with customers. ......................54. Pay-Per-Click advertising and Online Display advertising .............................................................85. Incorporating Email Marketing into Digital Marketing strategy to attract and retain customers106. Boo.com could have made use of ongoing analysis and management of digital marketing methods.........................................................................................................................................................12CONCLUSION.............................................................................................................................................13REFERENCES..............................................................................................................................................15
INTRODUCTIONDigital 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 useof 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. MAINBODY1. Differences between Traditional and Digital Marketing and importance of investing in Digital MarketingTraditional 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, digitalmarketing 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 resultsEasy 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 suchas 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 websiteWebsite 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

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