Digital Marketing for Clinton Cards

Running Head: Digital Marketing
Clinton cards

Digital Marketing 1
Table of Contents
Introduction...........................................................................................................................................2
Differences between Traditional and Digital Marketing........................................................................3
Importance of investing in Digital marketing for Clintons.................................................................4
How Clintons could utilise website optimisation techniques to improve performance?......................6
How Clintons can use Search Engine Optimisation (SEO) and Pay-Per-Click advertising (PPC), to
improve its website visibility amongst its competitors?........................................................................8
Steps taken to design effective SEO campaign for Clintons...............................................................8
PPC Campaign by Clinton cards.......................................................................................................10
Steps taken for effective PPC campaign..........................................................................................10
Relevant Laws and guidelines..........................................................................................................11
How Online Display & Video Advertising and Social Media Marketing can be used to attract, retain
and engage new and existing customers.............................................................................................12
Key Activities used in Implementing Online display and Video Advertising strategy and social
media strategy.................................................................................................................................12
Justification for the use of different social media marketing channels by Clinton cards.................14
How Clintons could incorporate Content and Email Marketing into its digital marketing activities?. .16
Email marketing...............................................................................................................................16
Content Marketing..........................................................................................................................16
How Clintons could use website analytics to improve performance?.................................................17
Conclusion and recommendations......................................................................................................18
References...........................................................................................................................................19

Digital Marketing 2
Introduction
Digital marketing can be understood as the set of tools and channels through which
advertising, marketing or sales takes place. These channels include emails, social media,
mobile phones, applications and more. It includes the use of digital technologies mainly
internet so that the products and services of the organisation can be marketed. Digital
marketing is the need of the hour because it helps in bringing growth to the business and
helps in interacting with the audiences in real time. With the advent of modern
technologies, the businesses of all the sizes have changed their business models and
attempting to target the audiences through the online marketing strategies (Holliman and
Rowley, 2014).
The assignment focuses on the case of Clinton Cards which was founded in the years 1968
by late Don Lewin. The company was a well-known brand for greeting cards and gift
products. With the increased use of Internet, the business of Clinton Cards saw a deep
downfall. The company had a mantra that ‘birthdays and anniversaries never go out of
fashion’ but the late realisation of the adoption of Internet gave huge losses to the
company. But after 2012, the market for greeting cards again gained considerable market
size and growth. The company owned more than 1000 stores when it was in its peak and
had more than 25% market share in the greeting card market. The company is at present in
the hands of American Greetings which is his world’s greatest greeting cards firm.
The assignment will address the differences between the traditional and digital marketing
and the need to invest in the digital marketing for the company. It would also discuss the
use of Search Engine Optimisation and Pay per click advertising for improving the visibility
for the Clintons. In the market. The use of content and email marketing will also be
discussed in its digital marketing techniques. As a recently appointed Digital marketing
manager, I would investigate new strategies to strengthen and reinforce the digital
marketing expertise for the company.

Digital Marketing 3
Differences between Traditional and Digital Marketing
Marketing has evolved a lot over the past many years and this has given rise to the digital
media. Digital media is a lot more than social media which includes social media, digital
analytics, blogging and much more. It is a paradigm shift of marketing and it can be defined
as the advertising delivered through the digital channels like websites, social media, emails
or mobile applications. Marketing has evolved a much from the conventional tools of
marketing to the modern tools of marketing which is used nowadays primarily for
promoting the new and existing products and services of the company (McGuire & Sarner,
2015).
Traditional marketing can be understood as the use of tools like newspapers and magazines
to advertise the product or services of the company. It also includes the use of televisions,
flyers, billboards and radios. The various differences between traditional and digital
marketing can be explained below:
Traditional marketing Digital marketing
Traditional media includes Print media,
broadcast media, direct mails and Tele
marketing.
Digital marketing includes Websites,
social networking sites, content
marketing, Google advertisement and
video marketing
It has a more personal approach and personal
relationship can also be formed with the public.
There is no need to give physical
presence in case of digital marketing.
It is cost effective and provides better returns
of the investments made
This form of marketing involves high
costs and the success is not defined
(Leeflang, et. al., 2014).
It is performed with an idea of focussing on the It is a mass communication technique

Digital Marketing 4
set target of people where a particular set of customers is
hard to target.
It is not easy to measure the results of
traditional marketing
The results are easily measured
because data is easily recorded and can
be analysed. This helps in creating
better content for marketing.
The advertiser or marketer has the control
over the information and audience to which
message need to be advertised. Also, there is
a limited time when this information can be
accessed (Smith, 2011).
No such information control is there
with the marketer. This information
can be accessed anytime and at any
place.
It is a top down model of advertising where
most of the control is in the hands of the
marketers
It is the bottom up approach where the
customers are understood and have an
active role in the design of the message
which is to be advertised.
(Mercer, 2017).
Traditional media still has a very strong role in the world of marketing. The big brands have
over emphasis on digital marketing nowadays but the blend of both is suggested to have a
stronger platform and to have a strong impact on people (Madden, 2012).
Importance of investing in Digital marketing for Clintons
The UK market of greeting cards has gained a strong growth in the inline market as the
consumers are nowadays search for cheaper deals and also prefer to buy it online for better
convenience. The annual growth of the industry is 6.2% which creates a need for Clintons to
invest in digital marketing in UK. Clinton should focus on creating the digital platform of its
card business because of the increase in the popularity of the digital card business by

Digital Marketing 5
competitors. It is also because the population of UK has high digital literacy which helps
increasing the brand awareness and growth in sales of greeting cards (IBIS World, 2018).
Digital marketing will create many advantages for the brand. It will help the brand in
creating the customers across the world (Chaffey and Ellis-Chadwick, 2012). It will also help
in engaging the customers. As it is a digital era now, some companies are still reluctant to
accept that digital marketing is important for the business. Clintons should invest in digital
methods because the internet will continue to expand and it is an extraordinary platform to
spread the information. It has more reach and visibility than any other media form in the
present times (Narkiniemi, 2013).
Internet is present in most of the parts of the world which increases its accessibility for the
brand and increase the experience of most of the users. Digital marketing will also allow
Clintons to boost its productivity which was not possible with the traditional methods of
marketing. The company will be able engage with its customers and will be able to provide
them more customised messages and designs because internet is very interactive in nature
(Tiago and Veríssimo, 2014).