Digital Marketing and Social Media Analysis

The provided assignment is a compilation of research papers and studies on digital marketing trends and practices. It includes articles from various journals and publications, such as International Journal of Research in Marketing, European management journal, and Business Horizons. The assignment covers topics like social media marketing, online consumer behavior, digital business innovation, and the skills gap in digital marketing. It aims to provide a comprehensive understanding of the current state of digital marketing and its challenges.

Running head: DIGITAL MARKETING HMV
DIGITAL MARKETING HMV
Name of the student:
Name of University:
Author Note:

1DIGITAL MARKETING HMV
Executive summary
This report discusses the basic principles of digital marketing to distinguish between the
traditional and digital marketing. For surviving in the highly competitive market, HMV needs
to invest in the digital marketing sector. For doing this they need to invest in the digital
marketing capabilities and design effectives PPC, SEO and online display or videos for
attracting their existing as well as new audience. The aim of this report is to discuss
efficiency of various types of tools used in effective digital marketing strategies and how they
can optimise and measure the success. The report ends with the major tasks and activities
needed for strategizing effective digital marketing.

2DIGITAL MARKETING HMV
Table of Contents
Introduction:...............................................................................................................................2
Importance of digital marketing investment:.............................................................................2
Search engine tactics:.................................................................................................................4
Steps to design effective SEO:...............................................................................................4
Steps to design effective online display:................................................................................5
Targeting key audience:.........................................................................................................7
Content marketing:.................................................................................................................8
Laws and guidelines for search engine marketing:................................................................9
Email marketing and social media marketing:...........................................................................9
Website optimisation technique:..............................................................................................12
Measuring success of digital strategy:.....................................................................................13
Key activities for effective strategy:........................................................................................16
Conclusion:..............................................................................................................................17
References:...............................................................................................................................18

3DIGITAL MARKETING HMV

4DIGITAL MARKETING HMV
Introduction:
This report aims to discuss the various facets of the utility of digital marketing and
how it is effective for the survival of a renowned music company HMV. The marketing
strategies of the company needs a big change due to reduced revenue as it has been losing the
competitive advantages than its rivals (Hmv.com, 2018). Marketing is an act of connecting
with the customers where the companies convince the customers for buying their products or
subscribe to their offered services. Marketing whether digital or traditional, is essential key
activity that all the business around the world must partake in because no trade can survive
without an effective publicity or marketing (Arvidsson et al. 2014). Digital marketing
however is carrying out actions by using any types of electronic media for promotion of
goods and services. This is basically an internet based activity that the companies or brands
use to sell the goods to their customers.
The world is living in a digital age where any company if thinks not to participate will
abolish in no time. Millions of people spend most of their time searching the social
networking as well as other digital platforms. This report discusses the important of digital
marketing investment in the company, use search engine tactics, utilise various digital media
platforms, methods to target key audiences, steps for designing various marketing campaign
and finally describing the measuring toll for strategy success.
Importance of digital marketing investment:
HMV needs to incorporate the digital marketing strategies to introduce new changes
in their company and services. There are many reasons that can facilitate the company to gain
competitive advantage in the market and gain popularity which HMV use to enjoy
previously.

5DIGITAL MARKETING HMV
1. HMV needs to make appropriate use of befitting digital marketing strategies in their
business module because the company needs an active participation in the lucrative
and persuasive online market place.
2. Digital marketing is not only a fast growing power in the current setting of marketing
but will definitely surpass all the traditional methods of marketing which the company
has been following.
3. The company needs to grab the most important advantage of the digital marketing
strategy which provides the company capability to engage with multitude of
customers without even utilising their customer services.
4. The conversation associated with the digital marketing ranks higher than other any
other modes of marketing.
5. Marketing and the cost for advertising have proved to be the toughest financial burden
for the businesses but big industries like HMV must not have much trouble in their
marketing and advertising (Atkinson 2016). However, marketing through digital
platforms can offer more affordable and penetrating alternative than the traditional
methods used by the company. Theses create much impact though cost way less.
6. HMV needs to have a substantial return on their investments. For doing this, it can
take assistance of email marketing or advertising campaigns on social media
platforms instead of traditional methods (Jain, Ahuja and Medury 2015).
7. The needs to cater to the mobile consumers as the usage of smart phones is fast
expanding. The company can utilise the mobile marketing method and create brand
reputation among the new generation mobile users.
8. The consumers now a days are have transformed into the researchers. They buy any
product or apply for many services, only after conducting a detailed research work.
HMV has a brilliant reputation, which will allow it to earn people’s trust.

6DIGITAL MARKETING HMV
9. The company needs proper structure of CTA service through digital marketing, the
company will be able to utilize of successful techniques to allure the individuals for
making a positive move. CTA will also help the customers to sign up and download
anything from the website, subscribe as well as purchase (Järvinen and Karjaluoto
2015).
Search engine tactics:
The companies operating in the current world needs to peruse the new technologies to
help their businesses and find proper customers. The competitive companies like HMV which
has a brilliant brand awareness in the international market need to take advantages of every
tactics of search engines. Most efficient techniques are being changed as the search engines
change or adjust algorithms (Kang, Tang and Fiore 2014). these search engines use complex
programs that ensure that the visitors get worthwhile and reliable content. This is the reason
why most of the renowned digital marketers utilise search Engine Marketing strategies for
improving their website visibility amongst their competitors in one hand and gain more
customers for their business.
Steps to design effective SEO:
 For making an effective and successful SEO strategy, HMV must make a list of
keywords because it is the heart of the SEO. Compilation of a list of near about 10
keywords associated with the service that the company provides will work.
 The company needs to create keyword focused pages because trying to get one page
to rank for a handful of keywords will be impossible. Moreover, the number of web
pages created should be coinciding with variety of offerings and locations of the
business.

7DIGITAL MARKETING HMV
 Setting up blogs can be an incredible way of ranking the key words that will engage
the users also. These blogs help to write for the targeted audiences which ultimately
reveal the trends and the preferences of the customers.
 All these previously mentioned steps focus on the on-page SEO tactics but off page
SEO primarily focus of the link building plan which ultimately helps in different ways
to attract inbound links to the company’s website.
 Constant updating and ever-involvement with the SEO practices is absolutely
necessary to stay on top of the SEO news (Xiang et al. 2015).
 Finally, the company must measure and track the SEO success. tracking indexed
pages, leads, ROI, inbound links, keywords, and your actual ranking on SERPs help
to recognize success and find areas of opportunity.
Steps to design effective online display:
1. Proper research before running the campaigns is vital for the digital marketers. There
is a need of running campaigns for improving the quality of the advertising copy. The
company needs to research the choice and requirements of the target audience so that
their online display ads can efficiently connect with their audience (Yasmin, Tasneem
and Fatema 2015).
2. At the time of designing, the company needs to use rich media so that they can attract
the target audience because in compared to the static banners, the media, flash, pre-
role banners as well as video banners attract more people.
3. The digital marketers aim to design effective online display ads, must invest in most
effective and creative approaches (Kannan 2017). They can use basic A/B testing for
finding out which innovative one is performing best, and then invest in the most
effective ad.

8DIGITAL MARKETING HMV
4. The company needs to write catchy call to action or CTA that will help HMV to stay
ahead of their competitors.
5. Testing of the ad copies for running the campaign is important step of effective online
display campaign (Killian and McManus 2015).
Steps to design effective PPC: goal setting and choosing effective platform is essential for
designing efficient PPC also. Beside these, the company must allow these following steps.
 After choosing right platform and setting goal, HMV must target audience for exact
geographic location to optimise the campaign for particular device type, wireless
systems and operating systems (Kladou and Mavragani 2015). Geo targeting allows
the company’s ads to appear in the location that the customers select which ultimately
helps in focusing ad campaigns on the locations full of prospective customers that
helps in increasing ROI. Device targeting helps in reaching customers on any devices
and target any online customers.
 The company needs to create an effective list of core keywords that will be constantly
refined and expanded (Young 2014).
 Writing an effective ad text will help HMV’s ads to achieve success because an
effective ad text consists core keywords, attractive discounts, promotion as well as a
call to action.
 The company must install conversion tracking code to define the most profitable
keywords that leads to click and conversion.
 Bench marking is important because keeping eye on the competitors will help HMV
to strategies more effectively.
 The company must add ad extensions which provides extra benefits for PPC
advertising (Mackey, Cuomo and Liang 2015). On the other hand, ad scheduling
helps to optimise ad strategy.

9DIGITAL MARKETING HMV
Steps to design effective video advertising:
1. Before beginning the filming, the marketers need to consider the goals to accomplish
that mainly raise brand awareness.
2. Proper selection of medium and platform is essential because television ads are not
the sole option of the companies. Hence the marketers use tools for tracking proper
data and test multiple social networking platforms then maximise its content to make
it effective for video campaigns (Leeflang et al. 2014).
3. Reviewing all the technical aspects in the company’s marketing campaigns is very
necessary. Incorporation of video requires a degree of technical care. Aspects such as
frame rate, resolution and load timing affects the campaign success largely.
Targeting key audience:
Targeting the market audience is mandatory of the companies applying for the digital
marketing strategies. For doing so, the company can display advertises in their websites. The
people who will browse internet even casually, will be served display advertises regularly.
HMV can convey such marketing message in variety of forms which may include image,
banner ads, texts, video overlays, and flash displays (Järvinen and Karjaluoto 2015). Online
marketers constantly try to deliver their right messages at the right time so that they can reach
most number of web surfers. Displaying advertises in the websites, is all about reach explicit
demographic segments where the marketers gain knowledge about the audience preference so
that they can identify that specific segment and target to reach them.
Google’s Audience Solutions offers an incredible opportunity for identifying as well
as targeting the audience as it creates scopes for the companies to complete control over
broad targeting, frequency of marketing messages communicated and methods of spending
money in the process. To begin the process of targeting audience the company’s advertisers

10DIGITAL MARKETING HMV
can start by properly understanding as well as analysing the current set of site visitors that
they can do by leveraging remarketing (Doric, Primorac and Kozina 2016). It is a method of
showing ads to the people who visited HMV’s site already and going to other sites which are
included in Google Display Network. This method allows advertisers to collect data about the
popular websites included in Google Display Network.
Content marketing:
With the growing importance of the content for commercial success online, the
content requirements a strategy for ensuring that it supports marketing. There are several
steps how the company will be beneficial by using content marketing strategies. First, content
marketing will help the company to build trust (Medina, Coelho and Bellido-Pérez 2017).
HMV can create and publish quality content, relevant in the field of their business which will
ultimately help them to build greater cohesion with the public. More cohesive and quality
content is created for feeding public, more the company will have expertise and popularity.
Secondly, the company has a power of an established brand which they may utilize in
influencing their business decisions of buying public. Content marketing highlights unique
identity of the brand. Thus the strategy can use viral contents such as videos, blog posts, pop
trends and audio. The company will have a unique voice for their business that will resonate
with their target audience which the company aims to serve.
Thirdly, for HMV it is essential to use the digital medium through search engines
which may change their business landscape. As the buyers no a day have become researchers,
they do not purchase or avail any service without studying about the product or service before
making purchase (Levy and Gvili 2015). These people basically conduct researches in search
engine. Therefore, the content written about the service must weigh heavily so that the people
get convinced.

11DIGITAL MARKETING HMV
Fourthly, the content marketing identifies potential buyers and attracts them as this
type of marketing effectively levels the playing field the business of the company. With a
well-planned content marketing campaign, the company can change the situation easily.
Finally, application and extension of the content marketing strategy the business of
HMV will be benefitted and produce great content to reach the customers.
Laws and guidelines for search engine marketing:
As this world keeps on changing, but there are same patterns or fundamental laws
work in the background. Therefore, the digital marketers follow some laws and guideline
while they take advantages of search engine marketing.
1. The company must remember that content is key to SEO, SMO and PPC
2. Keywords cannot be translated
3. Search trained native speakers need to nurture SEO, PPC, SMO
4. HMV must follow centralisation with the local tentacles for the best practice
5. Search engine marketing guides and needs the companies to start virtually next to
their customers through the system of geo-targeting.
6. The company needs to track market differences
7. Logistics as well as delivery times for the company are some important factors too
8. The company must take care of the methods of payment by constantly checking their
payment systems. These are absolutely critical.
9. The brand must build trust through cultural relevance as we as dealing with the
environmental factors
10. Input methods are to be taken care of that drive behaviour including all types of
digital devices

12DIGITAL MARKETING HMV
Email marketing and social media marketing:
Both the content and social media marketing can help in the growth of the company’s
initiative to digitalised its marketing. Both these aforesaid media have conductive connection
with each other. Hence the marketers need to incorporate both of them in their marketing
strategies.
1. As HMV has a great reputation in the market and has social media followers, it must
develop some policies which will take care of the sections like comment, questions
along with feedbacks in the pages.
2. HMV ca promote the name of the brand and their business in the social media pages
and find out what the people sharing knowledge about their business (Medina, Coelho
and Bellido-Pérez 2017). The marketing should be so apt that the customers must
think of the company whenever they need help or have any query.
3. The company through social media must create rapport with their customers. Because
it is the main reason of use g the social media platforms. Through these engagements,
the company will be interacting with the potential customers and knowing their
preferences.
4. Every company that use the social media platforms for their marketing, must make the
audience feel special with the content so that they remember to choose the same
company every time. Building stronger bond with the existing customers will be able
to welcome new customers.
5. In the social media platform, the company can tell about its email list where the
company will be asking the followers to sign up for the email newsletters
(Charlesworth 2014). A call to action and promoting about offers attract more
customers within limited time.

13DIGITAL MARKETING HMV
6. Social media is the best distribution channel of the content that the company wants to
share among its customers. HMV will be able to attract new customers by sharing its
completing and unique contents that include email sign ups on the social media.
7. One of the most efficient ways for using email marketing campaign is by offering
exclusive values to the subscribers like email-only content, free giveaways and
discounts (Medina, Coelho and Bellido-Pérez 2017). It is the method of teasing the
social media followers that will be beneficial for the company.
8. These types of marketing, helps the marketers to easily analyse the performance of the
company. It is highly efficient in gathering leads as well as converting them to their
customers.
9. The company can promote its landing page through straightforward promotions,
incentives and special offers. These incentives can be valuable for attracting the
customers’ engagement and having two sturdy online marketing mediums, therefore
incentives become more influential (Davcheva and Benlian 2018). This offering can
be seen by many people on the social media networks and build a hoard of potential
customers.
However, if judged between the efficiency of the email and social media marketing,
Emil marketing is more effective that social media platforms. From the perspective of overall
performance, it has been identified that most of the customers believe that Email marketing is
better at driving traffic and direct conversions. Email marketing has more reach than that of
many social media platforms (Chaffey and Ellis-Chadwick 2016). It has higher click rates as
well as higher conversion rates than any other marketing channels. It provides the scope for
direct conversation with the customers which ultimately results in conveying messages more
clearly. It has better ROI and easy to build. Most importantly the email marketing is a winner

14DIGITAL MARKETING HMV
over social media because the viewer is much more in the social platforms but email
marketing has more buyers.
Website optimisation technique:
The company while utilising the digital marketing techniques will come across many
hurdles and face problems in maintaining efficiently in website performances. However, it is
the prime priority for HMV as there is much online rivalry (Doric, Primorac and Kozina
2016). It denotes the speed of downloading web pages and displayed in the web browser of
the clients. Web performance optimisation aims to increase the web performance. For
improving website performance, the company needs to follow few steps. Such as
1. Website analysis. Analysis of the meta sets or the keywords, visible text and code for
determining how well the company is positioned for the search engines.
2. Competitive analysis: Examination of the content keywords as well as current engine
rankings of the competitive websites for determining effective engine locating
strategy. The company can pick top five outcomes in Google list results to start this
process.
3. keyword nomination: by developing prioritized lists of aimed search terms associated
to the company’s customer base as well as market segment will help HMV.
4. Keyword analysis: after nomination, the company needs to identify targeted lists of
the keywords (Qian and Law 2016). After which competitive lists and other industry
sources will be reviewed. Using the preliminary list for determining the indicative
numbers of the recent search engine queries will help in identifying the number of
websites, competing for each phrase.
5. Creating page titles, meta tags and search phrases: the company can create titles and
meta tags to establish the page thee and its direction. Selected keywords must be

15DIGITAL MARKETING HMV
integrated into the website source codes along with the existing contents on the
designed pages.
6. New sitemaps: developing new websites makes indexing easier for the search engines.
Therefore, the company needs to create both HTML and XML versions for these will
help in submitting Google as well as Bing webmaster tools (Quinton and Simkin
2017).
7. Submitting websites to the directories: it is one of the best and fastest way to get the
links back to the company’s site naturally. Links get the site indexed by the search
engines. However, to avail this, the company must submit their URL to the directories
such as Yahoo, Business.com and DMOZ.
8. Testing and measuring: after these mentioned methods are completed, the company
must analyse their search engine rankings as well as web traffic. This will help in
determining the efficiency of their implemented programs, including assessment of
each keyword performance (Royle and Laing 2014). The company must test the
results of changes as well as keep changes followed.
9. Maintenance: Ongoing addition along with modification of the selected keywords as
well as website content are essential to incessantly improve the company’s search
engine rankings so that the growth does not stagnant or decline from negligence. The
marketers must review their link strategy then ensure that their inbound as well as
outbound links remain relevant to their business.
Measuring success of digital strategy:
In traditional marketing the measuring of success was somewhat simple as this could
be measured through the increase of revenue and sales but in digital world, the marketers can
have numerous metrics to measure their success. Growth in sale and revenue is however
major for all the firms but in this case brand engagement, visibility and increasing social

16DIGITAL MARKETING HMV
following and organic searching results are also very important for the firms (Doric, Primorac
and Kozina 2016). However, these metrics do not only show returns on investment in a
simple way but the digital marketers have to take help from the problems convincing decision
makers for increasing content marketing as well as search marketing. For measuring suggests
of digital marketing the marketers use numerous tools. Some of the measuring tools are-
1. HubSpot: this tool provides an all-in-one approach to the inbound marketing as well
as automation which uses logical process for taking the marketing initiative a
systematic course. Starting from running campaigns, monitoring and tracking entire
process. The marketer through dashboards can see their websites, calls to action,
social media channels ad websites are being operated, the number of visitors, have
visited their pages and compare them with the competitors. Hubspot has simple SEO
tools for helping the marketers to check their rankings, traffic from the particular
keywords. It also provides feedbacks along with support to make most of the
campaigns.
2. Google analytics: this is one of the most used as well as simplest tools for the web
analytics. The marketers can see the basic and at a glance information on main
analytics dashboard and delve more deeply. It provides all in one package like
Hubspot but focuses on different areas (Ryan 2016). This tool is used to report on
pay-per-click (PPC) campaigns because it integrates straight with the AdWords, and
the marketers can use ecommerce reporting that monitors sales activity as well as
performance. Marketing has made easy as this tool monitor and report of the bounce
rates, page views, conversions, visitor acquisition as well as segmentation.
3. Hootsuit: it is mainly used to manage multiple social media channels from most
popular social media platforms such as Facebook, Instagram, Twitter and LinkedIn to
the niche applications like Tumblr, MailChimp and Reddit. The marketers have

17DIGITAL MARKETING HMV
opportunity to constantly switch between the applications without any password. This
particular tool, offers real time analysis of the social media metrics, include their
followers, engagements mentions and other facilities like clicking and linking the
contents (Blázquez 2014). It is easy for the marketers to check the performance of the
social media teams in replying the messages. This tool makes it easy to demonstrate
ROI of the social platforms through its reporting functions. It discusses various
market segments by discussing brands and judge mentions either positive, negative or
neutral among the various groups. This helps in creating brand awareness by
increasing engagement that increasing downloads or sales.
4. Mixpanel: it helps in understanding mobile devices as the most of the web users are
preferring web using in their mobiles and tablets. This is the reason why the digital
marketers have caught up with the smartphones (Thomas and Housden 2017). Starting
from usage, layouts, engagement and loading times work quite differently in the
mobiles. Hence most of the analytical tools do not have capabilities to measure
mobile matrices properly especially when the mobile users connect with the company
through applications rather visiting their websites. Mixpanel on the other hand, allows
the marketers to measure the ways that people use their app as well as sites. It
monitors whether people are coming back using those app or websites after their first
visit (Batra and Keller 2016). HMV can use this tool as most of their consumers are
mobile users. Hence using Mixpanel the company will be offered with the simplest
method of conducting A/B testing in their apps along with the websites. Thus, it will
help in directing to measure the efficiency of the new plans.
5. Salesforce: as marketing and sales cannot exist in separate sections. Therefore, to
measure success tritely, both the departments must be working together, sharing same
information and speaking same language (Tiago and Veríssimo 2014). This is one of

18DIGITAL MARKETING HMV
the most used customer relationship management (CRM) tools which pull together all
the customers information into one place. It does so by allowing both the sales and
management teams to plan together as well as optimise the customer journeys along
with and see the ROI of the marketing activities.
Key activities for effective strategy:
As it is essential for HMV to utilise the digital marketing to enhance its online
offering the company needs to take some vital steps by altering some of their strategies and
include new and updated methods to revitalise its popularity as well as business. In the
process of reviving the company’s chief business that is selling films and music, the
marketing directors have to bring its websites up in order to make it more competitive that
chief rivals Amazon and Apple’s iTunes.
First, they must eliminate the barriers of among the loyalty scheme of HMV and its
customers. They have to make it as simple as possible so that the customers can set up their
online accounts and registration for cards (Doric, Primorac and Kozina 2016). This will help
the company to collect information about the client’s preferences and them market
accordingly.
Secondly, the company must amalgamate the physical media formats with the new
digital files. This is how HMV will be able to reach both kind of customers but in this process
there are mush hurdle (Blázquez 2014). The company has to make their suppliers convince
that though it will increase cost per sale but provide scope for providing a unique sell point.
Thirdly, simplification of the website is essential where the company has designed the
categories by the file formats and give clue such as music, DVD, films and downloads but the
customers will prefer the design based on the content of the files.

19DIGITAL MARKETING HMV
Forth, the company needs to conduct a severe digital marketing but must follow the
customer orientation. It needs to be led by the choice and demand of the customers and
diverse platforms will give the company attempt to choose the target market as well as go
beyond only the youth-oriented target market. Through market segmentation, will help HMV
to build genuine customer orientation who will not just listen but feel their content.
Developing as well as maintaining intuitive connections with their consumers will be fruitful
for HMV, if it wants to survive in the competition.
Conclusion:
Therefore, it can be concluded that traditional method of marketing has proved to be
ineffective in this fast growing technological world. Hence the company needs to strategies a
strong digital marketing strategies to regain the popularity of HMV. All the successful
businesses are becoming increasingly mindful about these facts. Hence they are trying their
best to leverage this popularity of theses social networking platforms and promoting their
services and goods. The concept of digital marketing is basically connecting with the
customers at any place and anytime. Therefore, most of the companies have found these
digital medium to have huge prospect because their customers gather there online and can
pursue their movement directly. Therefore, this report has discussed the methods of designing
marketing tactics and website optimization techniques which will help the company greatly.

20DIGITAL MARKETING HMV
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