Digital Marketing Strategies for Blockbuster

Running Head: DIGITAL MARKETING 0
Digital Marketing
Student name
FEBRUARY 28, 2019

DIGITAL MARKETING 1
Contents
Introduction......................................................................................................................................2
1. Traditional v/s digital marketing.................................................................................................3
Reasons for the relevance of Blockbuster to invest in digital marketing....................................3
2. Website optimization techniques.................................................................................................3
3. SEO and content marketing.........................................................................................................4
Search engine optimization (SEO) strategy.................................................................................4
Social media marketing (SMM)..................................................................................................5
Content marketing.......................................................................................................................7
4. PPC and online display advertising.............................................................................................7
Pay per click marketing...............................................................................................................7
Online display marketing.............................................................................................................9
Laws and regulations...................................................................................................................9
5. E-mail marketing strategy..........................................................................................................10
6. Ways for boo.com to use and manage the digital marketing methods......................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
Blockbuster video is video game and home movie rental Services Company, initiated in 1985.
The company faced the challenge of being bankrupt in 2010 due to its inability to transform
business towards the digital model. The company could have been used digital marketing to
prevent itself from bankruptcy (Adam & Kotler, 2014). The report will consider the digital
marketing strategies that the company could have used in order to prevent its business and
sustain in the competitive market.

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1. Traditional v/s digital marketing
Marketing is a major concept that every business is aware and its relevance has been knowing
since centuries. The external environment is changing, and so do the technology and social
trends in modern society. The tools of marketing have also been updated according to the
changing trends all over the globe. The traditional marketing is quite different from that of digital
marketing (businesstopia, 2018).
Traditional marketing includes conventional tools and methods, for instance, advertisement and
marketing through television, radio, newspaper, printed form like pamphlets and billboards and
flyers, or magazines and journals. While digital marketing is considering the internet era to be
used and influence the potential customers to make a purchase. This includes platforms like
networking platform like LinkedIn, social media platforms like twitter, instagram, and Facebook,
blogs, paid pop-ups, clickbait links, email marketing (Tuten & Ashley, 2015).
It has been considered that digital marketing versatile than the traditional one, as the company
can go for innovation through digital marketing and reach maximum customers at the same time.
Reasons for the relevance of Blockbuster to invest in digital marketing
 Reduced cost – through the use of digital marketing that traditional marketing, the
company could have reduced the cost
 Brand development – this is the best way to develop the brand name and brand image, as
it is possible for the company to create brand awareness globally to a large audience at
the same time (Arena & Azzone, 2015)
 Better customer engagement – digital marketing is the way to interact with the customer,
which includes two-way interaction, it is better for the company to understand the
customer review and what the company need to improve (Sener, et al., 2014)
 Customer relationship management – since the interaction is two way, it becomes
possible for the company to develop better customer relationship through a social media
platform
 Competitive advantage – through digital marketing blockbuster could have tracked down
to the competitors and develop a strategy in order to gain competitive advantage (Anute
& Deshmukh, 2015)

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 Real-time results – the results from the marketing can be seen on the real-time basis, as
this includes the feedback from the company, the like and dislike by the customers.
Moreover, it can be observed how many people have been visited the website or have
seen the promotion on the social media platform (Ahlin, 2014).
2. Website optimization techniques
These are the ways for the organization to try the easier, faster and convenient process, through
which the speed of the website can be maximized, and the company can save money through
better web development and maintenance. This can be bifurcated into three parts that are the
assets optimization, which includes images, JavaScript and CSS as web components. Server-side
optimization and platform optimization, which includes word press optimization (Biemans,
2018)
Blockbuster could have improved the website performance through following website
optimization techniques:
 Choosing better web host – this aspect is not directly responsible for the optimization
purpose, however, it is the important aspect in the web development, the reason being the
aspects like security, the stability of the server, customer support and price, which play an
important role and must be kept in mind by the company.
 Compression with GZip – this includes the transfer of information or content from client
to server side or vice versa, as and when the HTTP request is made. The content
compression could be helpful in reducing the process time at every request made. GZip
could be one of the ways for compression for a blockbuster.
 Merger various JavaScript into single – there could be multiple JavaScript which must be
combined together into one URL, which can be done through manipulation, for instance
using PHP (Bruns, 2013)
 Compress CSS and JavaScript – the blockbuster can use minify, which is a PHP5
application which could be helpful in combining multiple JavaScript files and CSS. This
will let the contents be compressed and the results would be served with HTTP encoding
allowing optimized client-side holding (Ryan, 2016)

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 Handling web images – images are the major aspect over the websites and must be
appropriately optimized as they could be responsible for utilizing a very large volume of
bandwidth on regular basis. For instance, the company can optimize PNG images, which
could be done through web tools and services
 Handling CSS – this can be done through keeping CSS short, use of CSS sprite, reduction
CSS files in terms of amount (Smith, 2018).
 Deactivate and erase the plugins, which are unused (Camison & Fores, 2016)
3. SEO and content marketing
Search engine optimization (SEO) strategy
SEO is the process of ensuring one’s website visibility and its information on search engines
results in pages. In other words, when people are searching for something using some terms, the
visibility of the Company’s website in the top list that is the organic results are responsible due
to search engine optimization (Byrne, 2018).
This is one of the major aspects that the Blockbuster could have integrated into an effective
digital marketing strategy. This includes incorporating the keywords selected strategically and
with valuable content, which could be responsible for enhancing the company presence at world
wide web and eventually become the bottom line of the company (Sharma & Gautam, 2017).
Moreover, it is relevant to know how the customer would find the company invaluable
information. For a blockbuster to increase the customer experience through SEO, the company
must include quality content, optimization of the content, and pay attention to changing trends in
technology, testing the website of the company, tracking the competition strategy, website
optimization, using Alt text (Chari & Feng, 2018).
This can be easily understood with an example, is an individual search for designer phone covers
on any search engine say on Google, and the first link visible on results is amazon’s link to
phone covers, this indicates good SEO marketing of Amazon (forbes, 2019).
The major key performance indicators of the SEO marketing includes organic sessions that are
measuring the visits to the website by the audience from some of the popular search engines like
Bing and Google, which can be measured with the help of Google analytics. Another KPI would
be increased in keyword ranking, this means the position of the website on search engines, the