DMKT5008 Digital Marketing - Assignment

TITLE: DIGITAL MARKETING
Digital Marketing
DMKT5008
STUDENT I.D 49083

1DIGITAL MARKETING
Table of Contents
Introduction......................................................................................................................................3
1. Discussing the difference between traditional and digital marketing..........................................3
a. Explaining why it would be important for Boo.com to invest in digital marketing................5
2. Demonstrating and discussing how Boo.com could have utilised website optimisation
techniques to improve the performance of their website.................................................................6
Perform an image optimisation:.......................................................................................................7
Switch to another web host:.............................................................................................................7
Get rid of unnecessary code files and plug-ins:...............................................................................7
Taking care of 404 errors:................................................................................................................8
Google PageSpeed:..........................................................................................................................8
3. Critically discuss how Boo.com could have used Search Engine Optimisation (SEO), Social
Media (SMM) and Content Marketing to attract, retain and engage with customers.....................9
a. Key activities associated with implementing an SEO, SMM and Content Marketing Strategy
.....................................................................................................................................................9
Key activities associated with implementing SEO..........................................................................9
Target Market Business Analysis....................................................................................................9
Keyword research and development:...............................................................................................9
Content optimisation......................................................................................................................10
Google Trend.................................................................................................................................10

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b. Critically discuss the KPIs and metrics that should be used to manage and monitor an SEO,
SMM and content marketing strategy........................................................................................11
Customer lifetime value (CLV):............................................................................................11
Cost-per-lead (CPL):.............................................................................................................12
Web traffic sources:...............................................................................................................12
Online conversion rate (OCR):..............................................................................................12
Alexa Analytics:....................................................................................................................12
a. The steps that should be taken to design an effective PPC and Online Display (video)
advertising campaign.................................................................................................................13
b. Identification of how Boo.com could target its key audience through these channels..........13
c. Explanation of any budgetary implications or dependencies................................................14
d. An overview of the relevant laws and guidelines..................................................................14
5. Incorporating Email marketing into its digital marketing strategy to attract and retain the
customers.......................................................................................................................................15
6. Discussing the ways Boo.com could have made use of ongoing analysis and management of
digital marketing methods discussed within this report................................................................16
Conclusion.....................................................................................................................................17
Reference List................................................................................................................................19

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Introduction
Digital marketing is related to all marketing efforts which the businesses leverage all the
digital channels like e-mail, social media, e-mail and the websites to contact with prospective
and current customers (Leeflang et al. 2014). Boo.com went successfully over a decade ago;
however, Boo.com faced severe and most costly digital business failure in the European history.
Boo.com wanted to become a first-to-market global brand selling designer clothes and
sportswear to the customers. Boo.com started its journey in the year 1999, it spent £125 million
in the next six months in digital marketing, and the organisation refused to accept its wrong
move in digital marketing until May 2000.
As a Digital Marketing Consultant, my role is to create a report on the strategies of
Boo.com what they could have made use for digital marketing to prevent the failure. This paper
focuses on explaining the foundation a principle of digital marketing and it makes distinguishes
between traditional and digital marketing. This paper identifies the relevant digital marketing
tactics to make an integrated and effective digital marketing approach across different digital
domains.
1. Discussing the difference between traditional and digital marketing
The transition from traditional marketing to digital marketing is a bigger paradigm shift
for the organisations. Digital marketing is not just the channel of marketing as digital marketing
has a bunch of channels for sharing the advertisement and promotions for the organisations
(Srinivasan et al. 2016). Digital marketing is associated with social media, internet marketing

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and e-mail marketing, whereas, traditional marketing is related to the print media, out-of-home
advertising, radio and television.
Digital marketing Traditional marketing
1. Open system advertisement
2. Transparent marketing
3. Two-way conversation
4. One-to-one marketing
5. Brand along with user-generated
content
6. Authentic content
7. Mostly free platform
8. The key metric is engagement
9. The real-time advertisement is possible
10. Active involvement is possible
1. Close system advertisement
2. Opaque marketing
3. One-way conversation
4. Mass marketing
5. Professional content
6. Polished content
7. Generally paid media platform
8. The key metric is reach and frequency
9. Pre-produced or scheduled
advertisement
10. Passive involvement
Apart from the general difference, traditional marketing and digital marketing differ in
the advertisement; as digital marketing is not just the advertisement, it is advertainment. Digital
marketing is a tool to make awareness and it helps to develop attitudes about the brand so that it
can promote a purchase. In addition, traditional marketing cannot engage the customers directly
and traditional marketing cannot also measure the success of the promotion. Digital marketing
can easily inspire potential customers to engage, download and read the comments and images.
Digital marketing allures the customers through images, content, videos and short story shared
through the digital marketing tools. Digital marketing can also measure the consideration of
success as it can increase total page view and it can measure the longer visit duration and lower
bounce rate(Xu et al. 2016, p.1563). There are social media analytic tools which help the
companies to check the success of the promotions on various social media platforms.
Traditional marketing lacks in word-of-mouth publicity as word-of-mouth is always a big
motivator for the purchase behaviour of the customers. Before the digital marketing; the voice of

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the customers was quiet; however, the celebrities tried to impact strongly on the customers
through hoardings and television (Blakeman 2015). On the other hand, digital marketing has
increased the peer recommendations as the customers share their reviews on a digital platform
which motivate the customers to purchase the products on time. Digital reviews' impact goes
beyond the recommendations and the potential customers check the images and comments
shared by reviewers. In addition, the reach of traditional marketing is much lesser than the digital
marketing as digital marketing has the capability to reach large numbers of customers (Cant and
Wild 2016).
For traditional media, the organisations cannot measure the ROI, whereas, Return on
Investment (ROI) in digital media for promotion is higher as the peer recommendation is
motivating. Digital marketing platform allows the organisations to optimise everything using
digital networks, from content to channels to offers. Most importantly, traditional marketing cost
is much more than digital marketing as the advertisements always under a plan.
a. Explaining why it would be important for Boo.com to invest in digital marketing
Boo.com wanted to invest in digital marketing as it was an attempt to be an active part of
exceptionally pervasive along with lucrative online marketplace. Digital marketing has the
capability of quickly developing strength in today's business world and it seems that digital
marketing will surpass traditional marketing. By using a minimum cost, digital marketing could
help Boo.com to reach large numbers of customers in the European market through internet
marketing and social media marketing. Digital marketing helps the organisation to reach a wide
range of customers across different nations (Stephen 2016, p.18). The world is quickly moving
and the customers and people consume digital content quickly rather than the traditional media
tool.Boo.com wanted to use the digital media platform as an asset to perform sales along with