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

This guide to digital marketing covers traditional vs. digital marketing, website optimization techniques, search engine optimization (SEO), pay-per-click advertising (PPC), and social media marketing. It also discusses the benefits of digital marketing for businesses and the importance of following relevant laws and regulations. The guide is aimed at helping businesses improve their marketing performance.

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Digital Marketing
14 August 2018

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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

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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).

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Measurable Results: With the introduction of the various web analytics tools, the businesses
can judge the effectiveness of their marketing campaigns in figurative terms (Spiller and Tuten,
2015). The same can be compared with that of the competitors. Thus, the trackability of the
results is another striking benefit of the digital marketing tools.
Customisation: By linking the customer database to the business website, the customers can be
provided with more personalized services and offers, which further helps in inducing and
retaining them.
Website optimisation techniques to improve marketing performance
With the business world being taken over by the internet, the website development and
management for the entity is essential in terms of growth and success, as it helps in the creation
of an overall image of the business brand. In addition to this, the website must be optimised to
engage the visitors and convert them into customers for the fulfilment of the key goals of the
entity. Therefore, it is critical for the company Clintons to develop an effective optimisation
program together with a sound website creation for the online business to engage the visitors in
an effective manner. An effective online business would result in the generation of greater
revenues and profits for the business (Page, 2012). Some of the widely known techniques for the
optimisation of the website that can be used by the Clintons are as follows.
Use of the Web Analytics Tools
In order to improve the site performance in terms of marketing, the first step is to evaluate the
current performance with the use of the web analytics data. The trends, the online sales volume,
the preferences can be examined with the use of the analytics data. The data would help the
business by providing the key information to understand and prioritise the needs of the

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customers. Some of the widely used web analytical tools are MixPanel, Google Analytics, Heap
Analytics, Oribi and many more.
Increasing website performance
 Reduction of the HTTP requests: The more the HTTP requests on the website, the
slower it will load (Zahedi, Abbasi and Chen, 2015). Hence, to keep the visitors engaged
and to provide them with a better user experience, the Clintons can opt for consolidation
of the smaller files, images by bundling them together. This would reduce the number of
HTTP requests on their website.
 Compress the files: Another technique to improve website performance is reducing the
size of the files and the codes by compressing the files. This will improve the website
responsiveness.
 Optimization of the images: Images can be optimised for the faster user experience on
the website.
Improving Website Visibility
The next step for the company Clintons is to make the business website more visible to the
consumers. This can be done with the help of the Search Engine Optimisation (SEO) and Pay-
Per-Click advertising (PPC) techniques. In order to gain the maximum from the techniques, the
marketing managers must design an optimum mix of the SEO and the PPC technique. The two
techniques have been explained further as follows.
Search Engine Optimization: The technique is used to create organic search visibility for
your website (Kent, 2012). It refers to the process by which the company Clintons can organise
its website content by topic, which aids the search engines like Google to feature the website as

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per the customer’s intent. The company can directly influence the search engine optimisation by
use of the certain keywords throughout the content, a clean and optimal website design, building
of the links and many more.
 For this, the company needs to identify and make the list of the topics, the short and the
long words in relation to the company’s product and service. These topics would together
create a topic cluster (Rognerud, 2014). The steps for the creation of an effective SEO
plan are as follows.
 Pages for each of the listed topics must be developed.
 A link-building plan must be developed to attract backlinks to the company's website.
Initially, the links may be shared with the local businesses, in order to start small and the
same should be expanded gradually depending upon the business strategies to related
products and the services (Ledford, 2015).
 Constant follow up and updating the plan is necessary to maintain the visibility.
Pay Per Click Advertising:
These are also referred to as the paid search marketing or sponsoring the advertising results. In
this technique, an entity is required to bid for the keywords that are relevant to the nature of its
business. The cost of the bid depends upon the competitiveness of the keyword that yields a high
search engine ranking (Mitchell, 2012). In this technique, the payment is made only when a
visitor on a PPC ad makes a click. Accordingly, it is critical for the marketing managers to raft
their PPC ad carefully and competitively. This is an effective manner to target and garnish the
online consumer traffic towards the company’s website.

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Thus, it can be said that successful SEO and the PPC strategies are the foundation of the digital
advertising of an entity. Both the SEO and the PPC teams must construct the keywords that align
with the target audience preference and behaviour, help in projecting the traffic growth for the
advertisements and drive relevant conversions of such visitors into customers.
The company Clintons must create a balanced campaign in terms of the search engine
techniques. While the PPC technique would yield quick short-term results, the long-term results
of SEO advertising are effective. Therefore, an effective digital marketing strategy while creating
a balance between the quick visibility and relevant visitor targeting must be devised by the
managers for the efficient marketing of the business products.
However, while designing such advertisement campaigns, the marketing managers must equip
themselves enough with the knowledge and the applicability of the relevant laws and regulations.
The digital advertising in the UK must be done within the framework of Data Protection Act,
2018 and the Privacy and Electronic Communications (EC Directive) (Amendment) Regulations
2011 (Practical Law, 2018). This is in addition to the Committee of Advertising Practices (CAP)
UK Code laid down by the Advertising Standards Authority (ASA) and the Consumer Protection
from Unfair Trading Regulations of 2008.
Online Display & Video Advertising and Social Media Marketing
After the website and the search engine mode of advertising, comes the next popular means of
advertising i.e. advertising within the social communities. Conventional online display ads
comprise of text, graphics, sound and video and these are displayed on the various websites
unlike the print ads in the newspaper or magazines. When a visitor is clicking the ad, it lands the
visitor at a particular chosen page by the advertiser, known as the landing page. The marketing

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managers of the company Clintons can chose to create the online display ads with a suitable
landing page to their website. The landing page must be designed attractively to retain the visitor
on the same. Social ads are also the online display ads but with the incorporation of the user data
and social interaction within the ad (Tuten and Solomon, 2017). These ads are customised by
adding the profiles, images and other data of the users. These ads are even more effective than
the conventional social ads because of the ability of the user interaction and the personalisation
of the ad. According to research conducted on the 70 number of the Facebook campaigns; it was
found that there was an increase of about 55 per cent in the ad recall through the social ads.
Therefore, it is a very attractive option that can be availed by the company Clintons for running
their marketing campaigns and interacting with the potential visitors about their preferences.
Another means of marketing using the social media is through the video advertising. According
to a recent study conducted by the Web Marketing Video Council in the year 2016, it was found
that approximately 60% of brands are currently engaged in the video advertising practice on
social networks. Thus, it can be said that it is even more effective than the social ads. The video
ads are most suited to the tech-savvy younger generation and these help the marketers create an
instant emotional connection with the consumers. In addition, with the wide use of the mobile
phones and the smartphones, the technique is best suited for the current generation of the
consumers. The different social media platforms that may be used the Clintons for video
advertising are YouTube, Facebook, Twitter, Instagram, and Snapchat. The series of steps for
marketing on the social media are as follows.
o Market research on the trends and preferences of the consumers.
o Creation of the short and crisp content including the above-found result of the
preferences, age, gender and more.

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o Integration of the content with that of the overall brand strategy and objectives.
o Adaptation of the content according to the social platform chosen.
o Invitation of the feedback.
Content and Email marketing
A good content holds the ability to create and shape the identity and voice of a business brand. It
is important for the businesses to create relevant and high-quality content on a consistent basis to
stay in touch with the various stakeholders (Lieb, 2011). A good content can aid the companies
to have meaningful consumer interactions. Content marketing is a pull technique by which the
consumers are provided with the data to engage, educate, help, and entertain them. It aids in trust
building, loyalty building, recognition of the brand and dissemination of the authoritative and
credible data and information. Earlier businesses used to publish newsletters and brochures
widely, however as the market has been taken over by the technology, these practices have
reduced. These days, digital content is being disseminated through various means, one such
means is Email.
Connecting consumers through email is yet another significant way to promote products and
services by the companies like Clintons. The use of the email has evolved to a development into
software as a service (SAAS), from the simple mail facility, and thus it has become an essential
component of the marketing plans of the companies (Gunelius, 2018). Software as a service is a
software distribution model through which the application may be used online at affordable rates.
The hosts further provide 24/7 access at a very low subscription amount and simple tools through
which the email can be sent to the wide range of customers at once. The technique allows the
user to create professional emails which can be sent to the groups of consumers to inform them

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about the schemes, discounts, updates, sales and more such marketing tactics. According to the
National Client Email Report 2015, the return for investment in marketing via email in dollar
terms is $ 38 for every $1 (Email Monday, 2015). This shows a high return on investment
against affordable rates. Moreover, the emails can be customised and sent according to the
segment distribution of the consumers.
Thus, the digital marketing technique can be used by the Clintons to convey the important
consumer-related information at once. The company can use the content and email marketing to
circulate important announcements and information with the aid of email. The Clintons can reach
their customers via email on various festivals and occasions and provide them with the
information about the new offers, varieties and discounts on cards. This way, the company will
be inst touch with its customers on regular basis.
Web Analytics
The fact that the digital media marketing performance can be measured makes it superior to the
other marketing strategies and this is regarded as its one of the most significant benefits (Chaffey
and Patron, 2012). Web analytics refers to the technique of collection, measurement and analysis
of the consumer data for the optimisation of the digital strategy accordingly. Thus, the website
interaction capability with that of the customers, the success of an ad campaign or an email
advertisement of the Clintons can be measured with the aid of the web analytics tools. In
addition to the above, the service aids in budgeting and planning for the future and provides a
base for designing future marketing campaigns. Some of the popular web analytics tools these
days are Google Analytics, Chartbeat, UserTesting, Spring Metrics, Woopra, Clicky and more.

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Conclusion
As per the discussions conducted in the previous parts, it can be concluded that marketing plays
a significant role in the business operations of the organisations of today. The marketing concept
has made a transformational shift from the traditional to the modern means. This is because of
the fact that markets of today have been completely taken over by the technological
advancements in the field of computers, mobile, internet and tablets, business practices,
competition, consumer preferences and more. As a result, the companies must craft an effective
digital marketing strategy to sustain in long run. As in the case of the company Clintons, the
company is facing a stiff competition from the competitors and thus a digital media marketing
strategy is an utmost need for the company’s marketing efforts. The company can choose from
the various techniques of digital marketing depending upon the budget, customer preferences and
other such parameters. However, the creation of a website, email marketing, social media
advertising, use of the web analytics tools and the video advertising are suitable to the nature of
the business of the company i.e. the greeting cards. In addition to the above, the company can go
for a balanced advertising campaign between the search optimization advertising and the pay per
click ads. The company must conduct the research on the consumer data and then plan the
strategy accordingly. The modern techniques of marketing come with a list of benefits such as
wide coverage, time-saving, measurement of the success of the ad campaign and data evaluation
about the consumer-related information. In addition to the development, the strategy must be
followed up from time to time, to amend the same depending on the changing business
environment.

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