Limited-time offer! Save up to 50% Off | Solutions starting at $6 each  

Differences Between Digital and Traditional Marketing DOC

Added on - 08 Dec 2020

Trusted by +2 million users,
1000+ happy students everyday
Showing pages 1 to 4 of 15 pages
DIGITAL MARKETING
Table of ContentsINTRODUCTION...........................................................................................................................................3MAIN BODY.................................................................................................................................................31. Differences between Traditional and Digital Marketing and importance of investing in DigitalMarketing..........................................................................................................................................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 digitaltechnologies. Mainly the internet is used for digital marketing, it also includes mobile phonesand display advertising and other digital mediums as well. Blockbuster LLC was an Americanbased 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 invideo rental shop, but at its peak in the year 2004, company was unable to transition towards thedigital model and it filed for bankruptcy in year 2010. In the present report differences betweendigital 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 brandawareness. The report further focuses on to outlining the incorporation of Email Marketing intothe digital marketing strategy for attracting and retaining customers.MAINBODY1. Differences between Traditional and Digital Marketing and importance of investing in DigitalMarketingTraditional marketing refers to the type of advertising, promotion and campaign whichwas 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 marketingsuch as billboards, pamphlets, advertisements, flyers, TV, radio, newspaper, etc. Whereas, digitalmarketing refers to promotion of organizations products and services through one or moremethods of electronic media. The digital marketing strategy of organization involvespromotional efforts through internet, mobile phones, social media and electronic billboards. Thismay also include digital, television and radio channels.The digital marketing is taking over the traditional marketing channels because of the itsability of the internet tools of marketing for interact with the target audience in real time. Thebusiness organization needs to focus on interact with its target customers effectively and alsoproviding them with proper engagement points as this will lead to provide insights of customersregarding what they want. Blockbuster had approx over 50 million members around world wideat its peak, but it failed to adapt to the changing retail environment and digital model. And thisled to result in bankruptcy of company(Spiller and Tuten, 2015). Blockbuster focused onopposite things rather than building up online business and preparing for rise of streaming. Thecompany could have invested in digital marketing, and things could have been really verydifferent. Following are the given importance of digital marketing channels that could have beenenjoyed by Blockbuster, if it has adapted to digital marketing:Increases sales:The companies setting out digital marketing strategies can enjoy the benefits ofincrease in sales(Dodson, 2016). If Blockbuster has made use of digital marketing, it could haveseen great and positive impact on its sales and profits as well. The digital marketing channelscould have helped Blockbuster to reach to the global market place and enjoy increased marketshare and profitability.
More targeted: Digital marketing helps business organization to be more targeted and it alsoallows to target with very specific component, such as: according to their buying behavior,profession, goals, education level, challenge and more. Blockbuster could have used digitalmarketing channels and have gain benefits to target their specific target audience.Automation:Digital marketing channels can be used by business organization to send theadvertising content at optimal time for obtaining the desired outcomes and results. Blockbusterwould have got advertisement personalization through digital channels. Automation feature ofdigital marketing also takes repetitiveness out of the process. The importance of digitalmarketing is that it brings out instant resultsEasy for scaling and adapting: There is an investment required for any marketing channels toget traffic flowing. But digital advertising and marketing is easy to be scaled and adapted as thebusiness 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 thedaily budget and also know about exactly how much campaign will cost and making requiredchanges are easy and also to relaunch the advertisements.Best Return on Investment (ROI): TheDigital marketing is considered as the method forgetting highest ROI. Email marketing, content marketing and social media marketing could havegreatly benefited the Blockbuster company and have prevented bankruptcy. The use of digitalmarketing channels saves money and helps to reach more customers as compared to traditionalmarketing methods.2. Utilizing Website Optimization techniques to improve the performance of websiteWebsite optimization refers to the process for making required changes to the website sothat 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 happierthrough successful visit to the website. The business organizations optimizing website focus onmaking the process easier for the visitors for accomplishing the tasks. There are various websiteoptimization techniques that helps in improving the performance of website.Blockbuster could have utilized the website optimization techniques for improving thewebsite performance. As the high-performance websites brings effective results as it allows highreturn visits, higher conversation, low bounce rates, higher engagement, better user experienceand higher ranks for organic search. The slow websites lead to cost more and also damages thebrand reputation. Following are given some website techniques that could have been used byBlockbuster for improving the website performance.File compression:The web pages are constructed through various code files like HTMT andJavaScript and as web pages grow and becomes complex so as their code files becomes complexand subsequently it takes load time. The file compression technique helps in reducing the codefiles 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 loadbecomes slower. The web browser is limited for opening certain number of connections onsingle host(Patrutiu-Baltes, 2016). The website optimization techniques help in reducing the
desklib-logo
You’re reading a preview
Preview Documents

To View Complete Document

Click the button to download
Subscribe to our plans

Download This Document