Digital Marketing Assignment : Boo.com

Digital marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
1. Differences between Traditional and Digital Marketing. Explain why it would be
important for Boo.com to invest in digital marketing.................................................................1
2. How Boo.com could have utilized website optimization techniques to improve the
performance of website................................................................................................................4
3. How Boo.com could have used Search Engine Optimization (SEO), Social Media (SMM)
and Content Marketing to attract, retain and engage with customers..........................................5
4. Discuss how Pay-Per-Click advertising (PPC) and Online Display advertising could have
been used to increase brand awareness and website visibility amongst its competitors.............7
5. How Boo.com could have incorporated Email Marketing into its digital marketing
strategy to retain customers.........................................................................................................9
6. Discuss the ways by which boo.com could have made use of ongoing analysis and
management of digital marketing methods................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In today’s modern world, it is very important for business to implement digital
marketing. It has emerged as a new concept which has transformed the way of doing business.
This has provided a platform for organization to promote and advertise their products and
services more effectively and throughout the globe (Mogos, 2015). Moreover, advancement in
technology has generated vast number of opportunities for business to grow and develop.
Besides this, integration of internet and business has connected them together at one platform.
This assignment will describe difference between traditional and digital marketing. Also, it will
discuss about various website optimization techniques to improve website performance.
Moreover, how SMM SEO, etc. along with PPC and other tools can be used in digital marketing
to retain customers is explained. At last it will analyze how Boo.com could use E mail marketing
to and different methods of digital marketing.
TASK
1. Differences between Traditional and Digital Marketing. Explain why it would be
important for Boo.com to invest in digital marketing.
In earlier days, business have to spend a lot of amount on advertisement. They have to
publish their ads in newspapers, TV, magazines, etc. in order to attract customers. this incurred a
lot of cost as well as time. also, they have to select the best method so that large number of
people can be attracted (Krueger, and Haytko, 2015). On contrary in present time, technology
has transformed the way of advertisement. It has created a great impact on promotion activities
and influenced the decision making of customers. apart from this, integration of social media and
business has provided a platform to connect people together. Furthermore, in digital marketing
products and services is promoted in wide range of area. This has been the main advantage
business has got from it. also, cost and time required is less. There is a huge gap between digital
and traditional marketing. This can be discussed as below :-
Basis of difference Digital marketing Traditional marketing
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Meaning It is an advance way of
promoting goods and service
through internet
An old way of promoting
goods through newspaper,
TV, radio, etc.
Communication In this communication is two
way that means customer can
be easily interacted
(Differences between
traditional and digital
marketing. 2018).
Here, communication is one
way that means customer are
not able to interact with
company.
Transparency There is clear transparency of
promotion as company can
be easily identified by its
services. also, it clarifies
customer in detail what
company is offering.
It lacks transparency as
company can not be easily
identified or recognised from
its products (Sato and et.al.,
2018).
Action It highly influences the
behaviour and decision
making process of customer.
There is not such great
influence on behaviour and
buying decisions of
customers.
Tools It uses several types of
sources to advertise products
such as social media,
internet, website, E mail, etc.
through this authentic
information is provided to
customers.
Traditional marketing is done
through newspaper, radio,
TV, etc. the content and
information provided may be
not authentic as it seems in
ads. It may vary.
Strategy It requires an effective
strategy to advertise products
(Lamberton and Stephen,
2016). usually, it uses bottom
up concept in which data is
In this it is opposite of digital
marketing. Here, top down
method is used in which
strategy is developed and
then data is collected.
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analysed and then strategy is
developed. it is result driven
method.
Customization It is based on real time
method so strategy and
sources can be easily
customised in particular time
period. The strategies can be
created in real time.
Due to its lack of interaction
and one way communication,
customisation is not possible
in traditional marketing. In
this strategy are pre planned.
Data analytics The data and information are
analysed and results are
obtained. This is done by
using various data analytics
tools. It helps in determining
needs of people in effective
way.
It takes a lot of time to
analyse data and interpret
results. Moreover, it only
gives insight about how
many customers has added
(Carvalhosa and et.al.,
2017).
Cost The cost of marketing
product is very low as
techniques used by business
are free of cost.
Here, for advertising
business has to incur a high
amount of cost.
From above it can be stated that digital marketing is more effective than traditional one.
Thus, Boo .com should invest and implement digital marketing that will enable them to advertise
their products in more effective way. Also, with help of this, they will be able to retain their
customers. there are several other importance which is described below :-
Cost effective – it will be very easy for company to develop strategy. Also, the cost required will
be less that enables in reducing expenses and getting high return on investment. Boo .com can
reach maximum people at same time in less budget.
Connecting mobile customers – In recent time many people are using smartphones. through
digital marketing Boo .com can get connected with mobile customers. also, people always look
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out for products on mobile rather than any other device. Thus, it will attract people to buy
Boo .com goods. The company can promote it on social media.
High conversion rate – As compare to traditional, digital marketing is having a high conversion
rate. by connecting mobile customers and promoting on social media, Boo .com can create
awareness (Kamal, 2016). This will help in engaging people to purchase their products. Then,
slowly conversion rate can be increased.
2. How Boo.com could have utilized website optimization techniques to improve the
performance of website
In digital marketing it is very necessary to modify website in particular time period so
that its attractiveness is maintained. with advancement in technology there occurs many changes
which has to be implement. This helps in making changes in elements of website to make it easy
for people to access it. there are several elements of website such as webpages, content, images,
etc. these all has to be maintained by analyzing it. the method through which performance of
website is improved is knowns as Search engine optimization (SEO). It is a process of making
changes in website so that it appears higher in search results. These results are based on
relevance and readability of website. In addition to this, by improving website performance goals
and objectives of Boo .com can be achieved. By improving site relevance, its ranking may have
move higher in search results. With this, potential customers may have been attracted more
easily. They could have been able to attract more people and retain them (Jain, Ahuja and
Medury, 2015). Moreover, it will enable in creating awareness about Boo .com products and
services in the market.
It has been evaluated that in SEO there are many more techniques through which website
performance can be improved (Website optimisation techniques. 2018). these are described
below :-
Minimizing redirects- in a webpage many times an error occurs that displays a message to
redirect. This creates interruptions in website and allows people to close webpage. This problem
occurs due to excessive traffic on particular webpage. Also, it reduced speed of website. Thus,
Boo .com can minimize redirects that will help in quickly accessing website.
HTTP request reduction – A website consists of many webpages that enables user to access it.
also, a webpage contains many images, content, etc. which are bundled together in a file. The
rise in traffic puts burden on HTTP request. This results in consuming more time to load a page.
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Therefore, reducing HTTP request will enable in fast and quick loading of webpage (Schegg and
Stangl, 2017). Besides this, it will help in ease in using website and improving its ranking.
Removing pop ups ads- this is basic thing which is included in every website. A pop up ad is
generally a virus or span that disturbs mind of user. When clicked it takes user to another website
or ad. This makes use irritated and reduced speed of website. Hence, Boo .com should remove
these pop ups so that user can access it easily. It will also improve speed and allow user to use it.
Server response time- sometimes, a server can take long time to process a request due to high
traffic. This reduced speed of loading webpage and performance of site as well. It can be
improved by checking queries, routing, etc. and putting everything in systematic order. By this,
Boo .com can reduce response time.
File compression – a webpage is made of codes and programming language like C, Java, etc. so
it contains many code files, if more and more files are added in it, its complexity increases. This
take more time to load a page. Boo .com should compress files in order to improve site response.
By it loading time will be declines allowing user to access quickly.
Therefore, these SEO techniques can be used by Boo .com to improve their website
performance. By this they can manage traffic on webpage (Egol, Peterson and Stroh, 2014).
Also, it will assist in identifying weak areas and improving it by taking measures or changing it.
3. How Boo.com could have used Search Engine Optimization (SEO), Social Media (SMM)
and Content Marketing to attract, retain and engage with customers
Digital marketing is done by various techniques. It depends on company and its product
or services that which type of technique is appropriate. Moreover, there is a proper strategy
developed through which SEO or SMM is established. The techniques help in marketing
products and services on various social media platforms, website, etc. each technique is
described below :-
SEO- search engine optimization is a method of increasing free traffic on website from different
sources. By this, frequency and relevance of website in improved and it helps in attracting large
number of visitors. SEO may target different search like image, video, etc. it is of two types that
is on and off page SEO (Dasgupta and Ghatge, 2015). By using this, Boo .com could have
improved its website relevance. It may have been easier for people to search site easily.
Moreover, by increasing traffic on site it might been benefit in marketing in efficient way.
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SMM- social media marketing is a process to advertise goods and services on social networks.
In this company creates a company page on networks such as Facebook, Instagram, etc. and post
images and content of products. Sometimes, the main goal is to improve communication with
users and enhance brand visibility. There are two types in which SMM can be used that is active
and passive. Similarly, Boo .com could use it to generate awareness among visitors. They might
have developed own page on social page and then attract people. Hence, by posting images,
videos, etc. and updating status business have been able to attract customers. it would be easy for
organization to execute SMM.
Content marketing – it is a type of marketing in which online material like videos, content, etc.
are promoted via blogs, social media, etc. basically, it is done only for targeted audience. Here,
instead of increasing sales and profits content is displayed on various sources that gives insight
to targeted audience about products and services offered (Hsu and Liu, 2017). Boo .com could
have also promoted in via content marketing. It may be useful to retain customers. they might
have displayed effective and good content of their services.
In order to implement such marketing activities an effective strategy is required. This is
developed by including many activities that are needed in it. the activities provide a framework
through which SEO, SMM is done. The activities are same for all as they are similar to each
other.
 Define target audience – this is first activity which is done where aim is to identify
target audience. Here, overall market is analyzed and segmentation is done. Then, target
audience is determined. It makes it easy to produce plan.
 Categorize keyword – it is an important step in which keyword is described which is
related to target audience. The keywork is based on needs of people which describe their
persona.
 Find gaps and opportunities – Here, gap and opportunities are identified and measures
are taken to improve it (Kaltenrieder, D'Onofrio and Portmann, 2016). gap is area
where content is there on site but its referral volume is very low and opportunity refers to
area where many sites are available but no content for target customers. moreover, gaps
are reduced by developing strategies.
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 Define competitors- in this competitors are identified that exist on different sites. It
makes easy to understand and analyze how many competitors are and what products or
services are been provided by them. Then, accordingly strategies are made.
 Customize SEO strategy – Here, the collected data and information is analyzed. Then
changes are made in SEO strategies. it helps in ensuring that particular activity is been
conducted for specific target market.
 Recommendation – in this recommendations are made in order to analyze results. It
gives an overview of what measures or improvements can be made in SEO activity.
SEO strategies must be monitored so that goals are achieved. Also, it gives an idea of
whether it is been benefiting or not (Saura, Palos-Sanchez and Correia, 2018). There are certain
metrics or KPI’s to monitor marketing strategy. These are as follows :-
 Traffic – this metric monitors the traffic on website. It shows the results are appearing of
site on search results (SEO metrics to monitor, 2017). This gives view about how many
people have visited site in specific time period. It helps in finding out weak touch points
and improving it.
 Bounce rate – it shows how many people have visited website but left after viewing one
page. A high bounce rate means improvement is required ad low means there is better
and high response of consumer.
 Conversion rate – it is opposite of bounce rate. in this it shows how many people have
visited website and purchased products from it. the rate is been calculated for particular
time period. A high conversion rate reflects huge response of people and vice versa.
 CTR- click through rate is a metric in which average people who visited website by
clicking on link is shown. The percentage calculated from it is called CTR. This analytics
method is offered by Google.
4. Discuss how Pay-Per-Click advertising (PPC) and Online Display advertising could have
been used to increase brand awareness and website visibility amongst its competitors.
Aside from SEO and SMM there are many other ways through which digital marketing is
done (Krueger, and Haytko, 2015). It depends upon company plan and strategy that what
method they want to use. In present time there has been high demand of digital marketing.
However, there are many businesses that provide different digital marketing services. They are
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paid charge for it. PPC and online display as are new services available in market. it can be used
by Boo .com to attract and retain customers. this is described as below :-
PPC- As name suggest it is known as pay per click advertising. In this the service provide is paid
a specific fee for each time the ad is clicked. It is a modern way of internet marketing in which
business focus on getting more click rather than earning profits. in this an ad pop up in webpage
that attracts user to click and view it. for example- if per click is 3$ and total 100 clicks are there,
then profit made is 100$.
There are many steps for designing a PPC which is as follows :-
 Business goals – it is first step in which goals to implement PPC is formulated. The main
aim is to understand why PPC is developed and how it will support in overall business
goals.
 Target audience – here, target audience id decided. There are many things which is
analyzed like who audience are, why they require product, where they are situated, etc.
 Keywork research – it is an important step in which keyword is described which is
related to target audience (Sato and et.al., 2018). The keywork is based on needs of
people which describe their persona.
 Ad copy – in this the ad of PPC is designed. Ad copy refers to target page or website on
which PPC will be displayed.
 Landing page – it is main page on which PPC is displayed. The keyword or ad group
contains page title with heading tags.
Online Display advertising- this is another form of activity in digital marketing. Here, a
message is displayed at webpage that contain logo, image, content, etc. basically, display ads are
developed for targeted user only. It is because it helps in determining ads effect on them. The
main aim is to deliver a general message to visitors. Moreover, intention is to influence on
buying behavior and convert them to purchase products.
By using both methods Boo .com could target audience who are highly active on social
media and You tube. Besides this, they can target it on website which are of similar type. It will
enable in attracting people and influencing to visit Boo .com site once.
To implement PPC and online display ad high budget is required. It is because in both
company have to pay a fix amount for per click of user. Sometime, user click on ad but do not
wishes to visit website (Lamberton and Stephen, 2016). This resulted in loss and rise in
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expenses of business. On other hand in online other website take high charge for displaying
content. This also adds to cost of Boo .com. therefore, these strategies are prepared as per budget
developed.
There are certain laws and regulations in PPC.
5. How Boo.com could have incorporated Email Marketing into its digital marketing
strategy to retain customers
The digital marketing strategy is the best part of this organization that help for business to
build the brand awareness and also find the customers, increase revenue and retain the existing
consumers. Email marketing is a part of digital marketing that applicable in the business process
to share the details of products from one node to another (Carvalhosa and et.al., 2017). In
Boo.com, digital marketing is the best solution to promote their product and service in
marketplace. It is required for company to use the proper content that connect with the
consumers along their buying journey. This firm is also used the blog articles, videos that
provide the entire description of product as well as company in front of consumers. By using the
email, the firm can attract and retains the consumer with personally message and also promote
their content, product and brand. This marketing is applicable for build contact to client and
delivered the messages related the new product services. Digital strategy is the unique ideas
where it supports to increase the productivity and profitability in marketplace. Boo.com always
help for customer to provide the correct information and details regarding the official website
and product. In this way, they easily check the details of product by using online website.
Email marketing is a type of advertisement to share the details with the help of text
messages. Email Marketing is a crucial part of digital marketing to provide different facilities to
the Boo.com firms (Jain, Ahuja and Medury, 2015). This technique is used for connecting with
more consumer than social media because it is personally communicated with the client and
provide the information effectively and efficiently. Email messages and text have longer life
span because it provides the long lasting way to connect with the peoples. This is the incredible
facility whereas the consumer directly subscribes with the Facebook and tweet. In this way,
consumer can part of lifespan to get more notification related the product or services. Advance
email marketing technology have made easier for marketer to send the messages in quickly. It is
a kind of personalized marketing therefore; new customer attracts towards their existing
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products. Sometimes, it is necessary for Boo.com can used the different tool and platform
provide the easier facility to the target orients. Customer can join the email list in different way
to sign up to add details on the website and afterwards, adding the details of people to get the
pop-up notification regarding the contact details. This is the platform for consumer to add some
personal information and directly connect with the organization (Schegg and Stangl, 2017). The
demand of email marketing increasing in day by day. Boo.com firm also used this marketing for
build good relationship with the customers in marketplace. The company may have used email
automation tool that allow schedule and pre- make emails in order to deliver it to subscribers
according to their needs. There are different software’s that applicable in the email marketing
such as Customer relationship management system etc.
6. Discuss the ways by which boo.com could have made use of ongoing analysis and
management of digital marketing methods
In digital marketing it is necessary to analyze data and information. It is because there are
different methods which can be implemented by Boo .com. so, they need to evaluate results of
each one and compare it with goals and objectives. Data analytics is done by using various
methods through which results are generated. This is useful in finding out change in market trend
or customer needs. Boo .com could have used SEO and SMM method to attract customers. with
help of it, could create awareness on social media (Egol, Peterson and Stroh, 2014). Other than
this, by monitoring website traffic they might have defined customer touch point and how many
people visited their site and for how much time they were accessing it.
Another method that could have been used by Boo .com is PPC. In this company might
have taken help of third party for PPC service. Also, a specific fee should have been paid for
each click. this method is very commonly used and easy to understand. This would have
beneficial in generating awareness in market about Boo .com goods. Along with it, by improving
website visitors can be increased. They firm might be able to retain their customers. however, it
would require high budget to execute it. It would have been beneficial for them to monitor site
and attract large number of people to visit it.
By using Google analytics, company would have identified change in consumer behavior
and their reaction towards ad (Dasgupta and Ghatge, 2015). Also, they might analyze traffic on
website and whether it has increased or decreased and in how much time period. Boo .com could
have identified bounce rate and compare it. it would be support in taking measures to improve
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website relevancy. In addition, business could have monitor site. By reducing response time,
HTTP request, etc. it would have been easy to enhance performance of website.
CONCLUSION
From this assignment it can be concluded that digital marketing is highly used by
business in advertising their products. It has been useful for them to attract large number of
people. There are many differences in traditional and digital marketing such as in traditional one
way communication is there whereas digital is two way. there are many techniques of improving
website performance like minimizing redirects, HTTP request reduction, etc. which is used in
SEO. Boo .com can use SEO, SMM, etc. to attract and retain customers. the activities are Define
target audience and competitors, categorize keyword , etc. moreover, KPI’ s used to monitor in
SEO activities are Traffic, bounce and conversion rate, etc. by using PPC and Online Display
advertising, company could have retained their customers.
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