Digital Marketing Strategies for Boo.com

This report discusses various strategies that could be used by Boo.com to implement digital marketing techniques. It covers traditional and digital marketing, website optimization, search engine optimization, social media marketing, and content marketing.

Running Head: DIGITAL MARKETING
DIGITAL MARKETING
Name of Student
Name of University
Author’s Note

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Table of Contents
1. Introduction......................................................................................................................3
2. Traditional and digital marketing....................................................................................3
2.1 Introduction................................................................................................................3
2.2 Differences between traditional and digital marketing..............................................3
2.3 Investment in digital marketing.................................................................................4
3. Website optimization.......................................................................................................5
4. Search Engine Optimization, Social Media Marketing and Content Marketing.............7
4.1Search Engine Optimization (SEO)............................................................................7
4.2 Social Media Marketing (SMM)...............................................................................8
4.3 Content Marketing...................................................................................................11
5. Pay-per-click advertising (PPC) and Online Display Advertising................................12
5.1 Designing an effective Pay-per-click advertising....................................................12
5.2 Use of pay-per-click and Display advertisement.....................................................15
5.3 Designing an effective Display advertising.............................................................16
5. 4 Budgetary implications...........................................................................................16
5.5 Relevant laws and guidelines...................................................................................18
6. Email Marketing............................................................................................................18
7. Analytics........................................................................................................................20

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7.1 Ongoing analysis and management of digital marketing methods..........................20
8. Conclusion.....................................................................................................................22
References..........................................................................................................................23

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1. Introduction
Digital marketing can be referred to a term that is used for measurable, targeted as well as
interactive marketing of various products or various services that use digital technologies for
reaching viewers turn them into their customers and then retain them. For successfully
delivering the digital marketing strategies within a pan made by an organization, the
organization should make sure that the customers are provided with useful engagement
content. Without any digital marketing strategy that is effective, the business might not be
able to gain new customers along with losing the current customers (Baltes 2015). This
would as a result cause the organization to lose their competitive ability as well as their share
in the market place. This report discusses reading various strategies that could be used by
Boo.com in order to implement digital strategy techniques. Various techniques and tips that
could be utilized by the company are mentioned below in details.
2. Traditional and digital marketing
2.1 Introduction
Traditional manner of marketing involves various businesses to advertise their services or
products on the print media, television commercials, radio, business cards, bill boards and
many other mediums. In these mediums social media websites and internet were not allowed
to employ for advertising (Schegg and Stangl 2017). Policies of traditional marketing had
limited rehabilitee of customers and scope of diving the buying behavior of customers.
2.2 Differences between traditional and digital marketing

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Differences between traditional and digital marketing are as follows
Traditional marketing Digital marketing
In this form of marketing the medium of
communication is usually letters, phone calls
or emails.
In this marketing the medium of
communication is usually through chat, email
and social media platforms.
In this process campaigns consume more
time for, preparing, designing and launching.
This process always has a faster way to
develop a specific online campaign and make
changes along with its development. Using
digital tools make campaign easy.
This is carried out for a particular group of
audience.
In this process, the content is for general
public. Then it is made to reach to the
specific audience by employing various
techniques of search engines.
Table 1: difference between traditional marketing and digital marketing
(Source: created by author)
2.3 Investment in digital marketing
Boo.com can invest their revenue in digital marketing because of the following reasons
 It is proved to be the most powerful form of marketing.
 Using tactics if digital marketing can prove to be the most cost effective way for
marketing the business of the organization.
 Digital marketing is one of the most measureable forms of marketing.
 Digital marketing would help the organization to allow it to target their ideal buyers.

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 Usually people are on social media platforms like Facebook, Twitter and many more;
hence digital marketing would help the company to reach to their customers.
 SEO and local SEO would the help the organization to reach up to qualified buyers
on the online platform.
 Digital marketing would help Boo.com to adapt to their strategies as well as tactics
for good results.
3. Website optimization
Website optimization can be defined as a process where some changes are made in the
website. These changes are done so that the website appears at a higher position in the search
engine result pages (Buchanan, Kelly and Yeatman 2017). The website optimization
techniques that could have been followed by Boo.com in order to enhance their performance
are as follows
 File compression: web pages are constructed from various code files like HTML
and JavaScript. When the complexity of web pages starts growing, the complexity
if codes grow as well (Buchanan, Kelly and Yeatman, 2018). This also increases
their load files. File compression could be used by Boo.com in order to reduce
their code files up to 80%. This would have helped Boo.com to improve their site
responsiveness.
 Code minification: code minification helps in distinguishing discrepancies
among the codes that are written by various website developers and ways how
various network elements interpret the code. Minification could be used by the

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company in order to remove extra spaces and comments along with crunching
variable names and minimizing codes.
 Lossy compression: techniques of lossy compression, similar to the ones used
with numerous audio files for removing unnecessary header information and low
image quality on numerous high resolution images (Chaffey and Smith 2012).
The changes could have been used by the company. The changes like pixel
complexity or gradation of color are very transparent to end users and do not
affect the image’s perception.
 Image optimization: the original photos should not be uploaded by the
organization on their website. The original pictures are usually too heavy. Tools
such as TinyPNG, JPEGmini, Karaken.io and many more could have been used
by the organization in order to reduce the picture size along with maintaining the
quality around the original one.
 301 Redirects: redirects usually kill performances. The organization could have
avoided redirects whenever it was possible (Charlesworth 2014). Redirect
generates additional round-trip times and it also doubles the time that is required
to load HTML document before the specific browser starts loading other assets.
 Hotlink protection: hotlink protection can be referred to restricting the HTTP
referrers for preventing various unauthorized users from embedding their assets
on various other websites (Cheuk, Ramayah and Atang 2017). The organization
could have used hotlink protection in order to save the bandwidth by prohibiting
various other sites from showing the images of the website.

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 Web font performance: web font performance like Google fonts is that they
provide extra HTTP requests to various external resources. Web fonts are
generally rendered blocking. The organization would have prioritized based in
choosing the styles they need, browser support, keep character sets around
minimum and many more.
4. Search Engine Optimization, Social Media Marketing and Content
Marketing
4.1Search Engine Optimization (SEO)
Search Engine Optimization plays a very important role in helping a business to grow
successful. Developing a proper strategy for SEO is the most important and time consuming part
of the entire process. There are several steps that could have been followed by Boo.com for
attracting, retaining and engaging with customers are as follows
 Set Objectives: the actual purpose of SEO is to rank well in various search
engines for driving traffic to the website of the organization. This would not be
effective of the organization does not know its target audience and the website
shows up to the audience that actually does not care about the organization
(Chaffey and Smith 2012). The organization need to know its target audience well
regarding their demographics, search preferences, search patterns, geographic
location and many more. A proper way to do this is to dive into the organization’s
Google Analytics account. After the audience is set, objectives can be set easily.

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 On-Page SEO: On-Page SEO helps various search engines to understand
regarding the website of the organization. The basic step that should be taken is to
ensure that the search engines are able to crawl into the organization’s website
and find their valuable content (Dodson 2016). In order to do this, the
organization must ensure that they have proper internal linking without any
broken links and including unique content, proper page load time and good
navigation. Keyword research can also be done easily in this step because they
would be helpful for optimizing the content.
 Off-page SEO: links are considered as the basic factor that is followed by a
search engine to rank websites. As a result, a link building plan should be
strategized for attracting some inbound links to their site. Similar to link building,
earning links naturally is also important (Tuten and Soloman 2017). Making
connections with the target audience is very important for the organization, doing
this would make people know about them and link back to their website; this as a
result improves their SEO.
4.2 Social Media Marketing (SMM)
The popularity of social media marketing has made it important for every organization to
produce strategies for implementing social media marketing. The strategies include a summary
of everything an organization plans to do as well as desire to achieve on social media (Kannan
2017). The strategies for SSM guides the actions and lets the organization know if they are
succeeding or not. Some steps that should be followed by organizations for social media
marketing are as follows

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 Step 1: Set specific goals for social media marketing which aligns to various
business objectives. Without any goal, an organization cannot measure its success
(Chaffey and Smith 2012). Every goal set by the organization should be specific,
attainable, relevant, and measureable and time bound.
 Step 2: Learn everything about audience, learning their audience is an important
fact for the organization. The planning of turning media fans into their customers
is a critical fact for the business. Creating audience personas can be helpful to the
organization because it allows them to think regarding their potential fans and
customers as real individuals with real needs and wants, this would also help them
to think clearly regarding what has to be offered to people. Real world data should
be gathered by the organization.
Picture 1: Real world data on people using Facebook
(Source: Ryan 2017, p. 70)
 Step 3: Conducting a social media audit, if the organization has followed the
steps and started using social media tools, they should take few steps back and
check what they have done or accomplished (Karjaluoto and Ulkuniemi 2015).

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The organization must ask themselves some questions like what is working and
what is not? Who is connecting to them on social media? Which social media
sites does their target market make use of? How does their social media presence
compare to their competitors? Once they have gathered the data in a particular
place, they would have a proper starting point for strategizing ways they could
improve their results. Social media audit can be carried out using template
available for it.
Picture 2: Social media audit template
(Source: Tuten and Soloman 2017, p. 93)
 Step 4: creating a social media content calendar, sharing good content is very
important but having a plan for that is equally important. This planning includes
the plans regarding the content which can get maximum impact. This calendar
also produces schedule for the company and find out time foe them where they
would invest in interacting with audience (Karjaluoto, Mustonen and Ulkuniemi

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2015). They should also create a posting schedule that would include details
regarding the posts that they would make and the content of the posts. The content
should be meaningful and must impose some messages to the audience.
4.3 Content Marketing
The channel of content marketing is one of the fastest growing in the present digital
sphere. Content marketing has numerous significances, 80% of companies have agreed that the
role of content in marketing would keep growing as the push marketing stops being effective
(Kaufman and Horton 2014). 91% of marketers, agencies and publishers have been using content
for marketing their services and products.
 Step 1: Create an editorial calendar, an excel document can be created that would
plan out for 3, 6 or 12 months of the organization’s marketing activity for their
clients or business. The company can first include some seasonal events like bank
holidays, Christmas and some more (Leeflang, Verhoef and Dahlström 2014).
The client’s industry can be researched in order to know regarding the important
events that are about to occur and the organization should know about it. The
events might include major conferences, government rulings, report release dates
and many more.
 Step 2: brainstorming is a term where the actual hard work takes place. The
company should gather its teams specially representatives belonging to different
digital channels that the organization would be utilizing for clients as well as their
creative geniuses (Levy and Gvili 2015). From the gathered data it should create
campaign ideas which can be utilized for content marketing strategy.

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 Step 3: Creation, implementation and promotion, in creation part the organization
needs to put together their planning and create the content like report, video,
written post, quiz and graphic. In the creation stage, the organization might face
some obstacles that would need them to adjust their thought out plans (Mishra,
Wilder and Mishra 2017). After they work on their plans, they should promote
regarding their activities and update their customers about their whereabouts.
5. Pay-per-click advertising (PPC) and Online Display Advertising
Pay-per-click advertising can also be described as the cost-per-click advertising. It is a
type of internal advertising model that is used in order to direct traffic to the websites. In this
process the advertiser pays a publisher when an ad is clicked by the viewer (Mittal and
Bhattacharjee 2017). Online display advertising is a specific term of advertisement which
aims in conveying a commercial message in a visual way using logos, texts, animations,
videos, graphics and photographs. Display advertisers usually target users that have a
particular trait in order to increase ads’ effect.
5.1 Designing an effective Pay-per-click advertising
An effective Pay-per-click advertisement can be done by using various steps. These steps
are as follows
 Setting goal: setting a goal is very important; Ad objective would help in driving
their hard work effectively (Mogos 2015). While planning, the Ad objective
should be kept in mind. The advertisement must be having a clear objective and it
should not shift from its original aims.

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 Choosing platform: in order to carry out effective PPC ads there are numerous
platforms that are available like Google, Yahoo and many more. Among these
Google is one of the most effective platforms that is used for planning and
publishing Google ads. If platform is chosen wisely, the company is more likely
to fulfill its aims and objectives and help them in attracting potential customers.
Picture 3: platforms of pay-per-clock advertisement
(Source: Rakić and Rakić 2014, p. 168)
 Effective ad text: Ad texts play an important part in the success of the ads. This
form of marketing is used by advertisers in order to promote their products or
services (Royle and Laing 2014). Company should develop an effective Ad. Text
which could help them in being successful.

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Picture 4: Effective Ad. Text
(Source: Stone and Woodcock 2014, p. 98)
 Addition of ad extensions: Ad extensions provide more benefits for the
advertisement. These extensions can be used in order to enhance their ad as well
as show additional data with their ad like a phone number, an address and many
more.

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Picture 5: Ad extension
(Source: Sasu and Ichim 2016, p.143)
5.2 Use of pay-per-click and Display advertisement
Boo.com can make use of pay-per-click and Display advertisement in order to attract
audience and target them by using various ways like
 Adjusting their Ad scheduling: the company can attract their business customers
by adjusting their ad scheduling or setting bid modifiers by day-of-week and time-
of-day.
 Make it clear: the company should make it clear in their ad copy that they
exclusively serve their business customers (Ryan 2017). Their goal must be to
deter retail and consumer users from clicking their Ad.
 Getting specific: the company should be specific in their Ad. They should make
sure that their message is well conveyed through their Ad.

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5.3 Designing an effective Display advertising
Effective display advertising can be created by using various tips, these tips are as
follows
 High quality images: high quality images are a must while designing an
advertisement; this is because if the images used in advertisement are of low
quality, it would fail in conveying the message to the customers.
 Adding a personalized message: adding a personalized message can help the
organization to attract more customers (Ryan 2016). This is because
advertisements having some personalized messages like “love yourself” and “why
diet when you can just eat healthy” can make customers to relate themselves to
these ads and attract them towards the product more.
 Linking to relevant pages: the advertisement should be linked to relevant pages,
suppose an advertisement regarding phone ads should be linked to another page
that shows a product related to electronic gadgets. This would help the company
to attract customers that are actually interested in the products and have the
chances to purchase the products.
5. 4 Budgetary implications
Budget is one of the most important consideration and the lead needs are to be analyzed
for finding out the budget. Budgetary implication for both PPC and display advertisement is
similar. Some implications that should be sorted out for getting a clear budget are as follows
 Lead quality
 Target cost per lead
 Visitor frequency

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 Geographic location
 Buying cycle
In case the company is not sure regarding their target leads, they should answer few
questions mentioned below
 What can the organization afford to spend?
 How can they place value to a “lead”?
 What is their current conversion rate?
 How many leads do they need through pay-per-click and digital advertisement?
After getting the answers to these questions, organization can carry out some calculation
in order to get hold of the budgetary needs

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Figure 6: Example of budget
(Source: Taiminen and Karjaluoto 2015, p. 288)
5.5 Relevant laws and guidelines
The laws and guidelines stay similar for both types of advertisement. Some laws and
guidelines that can be followed during Pay-per-click advertisement are as follows
 Prohibited content: content regarding some dangerous products, counterfeit goods
and some more products of similar nature should not be advertised.
 Prohibited practices: some prohibited practices like using abusive languages,
abusing the ad network should be avoided by the organization.
 Restricted content: content related to adulthood, alcohol, gamed and gambling,
medicines and healthcare, political content, financial services and copyrights should
be avoided by the organization.
6. Email Marketing
Email marketing is one of the mostly used marketing strategies that can be used by
Boo.com. This marketing channel can used in order to build authentic connection with
people that would help in keeping their business alive (Tapp 2014). Email could be used in
order to build a present relationship with their subscribers as well as leads by providing them
relevant and valuable data. This data would help them to take proper actions and fulfill their
goals. The best practices that could be used by Boo.com in order implement email marketing
are as follows
 Choose an email marketing service provider: in case the organization plans to get
into the email marketing, the organization could have worked with an email

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marketing service provider (Todor 2016). Working with the provider could help the
organization to leverage email marketing automation. This could have helped
Boo.com to effectively deliver the messages to a huge group of subscribers or
contacts. Personal email templates could also be used by the organization in order to
help them to grow as well as manage email list and tract features that would show the
organization that is engaging with their campaigns as well as messages.
 Gathering contacts for email marketing list: usually organizations have a specific
contact list for starting their email marketing. The organization could have thought
regarding the customers with whom they have good relationship. The organization
could have started with some family members and friends. If the organization plans to
build an email list from scratches, it would still provide good results (Tuten and
Soloman 2017). They could start with putting a paper sign-up sheet around their
register, add an online sign-up form for their website, they could then encourage their
social media followers and various loyal customers to sign up. The organization must
not purchase any email list. Email marketing deals with nurturing and building
relationships, connecting to a small list including the quality contacts would have
more impact compared to blasting messages to random contacts whom the
organization does not even know or the people who are not linked with the
organization in any ways.
 Adding contents into email marketing account: once the email marketing account
is created, and a specific initial list to whom emails would be sent, these contacts
could be added to their account (Vien 2015). They could have started by uploading a

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contact list from a specific existing spreadsheet or by importing contacts from the
Gmail or their outlook account.
 Set up a welcome email: welcome email is the very first message that would be
received by the new subscribers of the company. This email serves as the first
impression and reaches to people at a particular time when they are very engaged
with the business (Watrobski, Jankowski and Ziemba 2016). The organization could
start with a warm greeting, proving an overview regarding what people can expect to
receive from the organization in future as well as offer them something in return.
7. Analytics
7.1 Ongoing analysis and management of digital marketing methods
Ongoing analysis should be carried out by the company. Ongoing analysis is usually
analyzing the methods and strategies that have been implemented and executed by the
company. Ongoing analysis deals with the ways by which the ongoing procedures and
methods are analyzed in order to verify if the processes are proceeding without any issues
and obstacles. In case o any errors, they are identified and corrected or removed using
necessary steps. Google analytics is a web analytics service that is free Yasmin, Tasneem and
Fatema 2015). This service provides statistics as well as some basic analytical tools for the
optimization of search engine and marketing. These services are available for everyone who
has an existing Google account.
Digital marketing methods are utilized in order to carry out marketing of the products or
services produced by an organization. Digital marketing methods are being used widely

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nowadays. Digital marketing methods need to be managed well. These management practices
are as follows
 Strategy: strategies are very significant for carrying out digital marketing. Strategies
should be checked after they are planned. In case, the organization has already started
executing the strategies, they should analyze if it is providing any benefit to the
organization (Royle and Laing 2014). Suppose the strategy does not provide much
benefit to the organization it would be beneficial for the organization to bring about
changes in the strategies. Techniques that are used for digital marketing should be
checked very often.
 Structure: organizational structure is very important for the organization to work
efficiently. Organizational structure plays an important role in carrying out effective
digital marketing (Ryan 2017). The integration of team with other marketing,
management as well as IT staff is very important. Usage of steering groups and cross
functional teams should be implemented.
 Staff: the staff should be broken down in the terms of their characteristics and
background like marketing vs. IT. Senior management must be involved along with
the digital marketing strategies (Mogos 2015). Recruitment of staff and their retention
would be useful for the organization.
 Skills: the staffs included in designing and implementing digital marketing strategies
should be checked with their skills. Skilled employees would be able to understand if
the digital marketing strategies used by the organization are being useful for them or
not (Mishra, Wilder and Mishra 2017). Staffs must be skilled in specific areas like

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project management, supplier selection, content management, specific e-marketing,
online advertising and many more.
8. Conclusion
From the above report it can be concluded that digital marketing is a trending topic
nowadays and organizations are making use of various digital marketing techniques in order
to increase their business. Digital marketing is usually utilized by various companies because
it provides various benefits like direct advertising, there is no mediator, it is available 24/7, it
provides easy reach to the customers of the company, it is quite cost effective, it provides
global advertisements. This platform also provides the benefits of easy brand promotion,
consumer’s convenience for shopping online and many more. Digital marketing allows
organizations to reach easily to their customers and convince them to use their products or
services. The report discusses regarding various techniques that can be used for
implementing successful digital marketing and grows the business of Boo.com.

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