Digital Marketing: Traditional vs. Digital, Website Optimization, SEO, PPC, Social Media Marketing

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Digital Marketing
14 August 2018

DIGITAL MARKETING 2
Contents
Introduction.................................................................................................................................................3
Traditional Marketing vs. Digital Marketing...............................................................................................3
Website optimisation techniques to improve marketing performance.........................................................5
Use of the Web Analytics Tools..............................................................................................................5
Increasing website performance..............................................................................................................6
Improving Website Visibility......................................................................................................................6
Search Engine Optimization....................................................................................................................6
Pay Per Click Advertising:......................................................................................................................7
Online Display & Video Advertising and Social Media Marketing.............................................................8
Content and Email marketing....................................................................................................................10
Web Analytics...........................................................................................................................................11
Conclusion.................................................................................................................................................12
References.................................................................................................................................................13

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Introduction
Marketing refers to the technique by which the product or services are promoted, sold and
distributed (Merriam Webster Dictionary, 2018). Marketing is one of the most critical areas of
the businesses of the 21st century. With the advancement of the internet and the mobile
technology and the globalization, the marketing activities of the entities have also become
complex (Stevens, 2018). The focus of the marketing practices has evolved from the brand
equity to the customer capital to the business capital over the years, as pointed out by Dussart
and Nantel in the year 2007 (Erragcha and Romdhane, 2014). As a result, the marketing
managers are required to design the marketing strategies for the businesses carefully, on the lines
of the emerging trends and techniques in the field of marketing, in order to sustain in the
competition in long run. There are a wide variety of techniques that can be used by the marketing
managers to market their products and services. Though the two main channels are traditional
marketing and the digital marketing, there are many practices involved in the digital marketing.
Some of the main practices involved are video advertising, online social ads, content and email
marketing and more. A marketing manager is required to select the best possible mix of the
available options, depending on the customers and the content. The report aims to highlight the
various facets of marketing in the light of the technological innovations and the current practices,
keeping in mind the business practices of Clintons.
Traditional Marketing vs. Digital Marketing
Traditional methods of marketing comprise of the conventional methods of the marketing such
as the use of the newspapers, magazine, radio, television, flyers, door to door selling, brochures

DIGITAL MARKETING 4
and the billboard advertisements along the roads (Srinivasan, Rutz and Pauwels, 2016). Initially,
the marketing function was limited to the providing aid to the production department in terms of
the market coverage of the products and the services while considering the financial and the
human resource department components. As stated by the traditional marketing mix model,
popularly known as the 4P’s of the marketing, the consumer offer is comprised of the four main
components namely, Price, Product, Promotion and Place (Wirtz and Lovelock, 2016). However,
the marketing concept has come a long way from the framework of the 4 Ps. The marketers of
today are required to be conceptual and practical leaders (Pearson, 2013). With the introduction
of the internet, mobile, tablets, e-commerce practices and the continuous advancements in the
same, the face of the marketing has changed, with the digitalization of the same. The art of
digital marketing world is continuously evolving with the introduction of the new techniques and
the technological advancements. Some of the popular techniques of the digital marketing are the
use of social media, blogging, content marketing, email marketing, paid search and many more.
There is a wide range of benefits for the Clintons, of implementing the digital marketing practice
in the business. Some of them are listed as follows.
Wide audience coverage: By using the dominant digital platforms like Facebook, Instagram,
Whatsapp and such, the audience reach of the business reach can be widened nationally and
internationally (Ryan, 2016). The strategy would allow the Clintons to discover new markets
globally and thus penetrating new markets.
Affordable: A proper mix of the various digital media strategies can be opted by the business at
an affordable cost. While the traditional marketing techniques often come with the hidden costs,
the only consideration in the digital marketing practice is the choice of technique depending
upon the budget (Lamberton and Stephen, 2016).