Digital Marketing Strategies for Boo.com

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

1DIGITAL MARKETING
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

2DIGITAL MARKETING
7.1 Ongoing analysis and management of digital marketing methods..........................20
8. Conclusion.....................................................................................................................22
References..........................................................................................................................23

3DIGITAL MARKETING
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

4DIGITAL MARKETING
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.

5DIGITAL MARKETING
 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