Digital Marketing Strategies for Blockbuster: SEO, SMM, Content Marketing and Website Optimization

DIGITAL MARKETING

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Contents
INTRODUCTION.................................................................................................................................1
Difference between Traditional and Digital marketing..........................................................................1
Website optimisation technique.............................................................................................................3
Blockbuster using SEO, SMM and Content marketing.........................................................................5
Key activities linked with implementing SEO, SMM or Content Marketing.....................................5
KPI and metrics that must be used.....................................................................................................9
Pay-per-click advertisement and Online display advertisements.........................................................10
Steps for designing effective PPC....................................................................................................10
Way in which Boo.com can target its audience...............................................................................14
Budgetary implications....................................................................................................................14
Relevant laws and guidelines...........................................................................................................15
Email marketing..................................................................................................................................15
Ways in which boo.com could have made use of on-going analysis...................................................15
Conclusion...........................................................................................................................................16
REFERENCES....................................................................................................................................17

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INTRODUCTION
In the era of technology, doing operations with the help of digital mediums has become very
much important in different organisational functions. Marketing is another essential aspect in
business that needs to be carried out with the help of digital mediums. Most of the firms are
adopting different digital marketing strategies to make their business successful (Hauer,
2011). Blockbuster is one the biggest firms that deals in the business of Home movies and
video game rental services. It was founded back in the year 1985. This report analyses the
difference between traditional and digital marketing mediums while stating the importance to
invest in digital marketing. It also discusses about website optimisation technique for
improving the performance of the website of the company. It also describes the way in which
several digital marketing tools might be utilised by Blockbuster. Way in which Pay-Per-Click
advertisement and Online display advertisements can be used by firms for increasing website
visibility and brand awareness. For attracting and retaining customers, the way in which
email marketing can be used is highlighted. At last, the way in which boo.com might use
above analysis and digital marketing management methods has been illustrated.
Traditional and Digital marketing differences
Traditional and digital marketing both are used by any organisation. The difference in both
the marketing methods is illustrated below:
 Used mediums: In traditional marketing there is use of notices, handouts, print, TV
and radio advertisements. Magazines and Daily newspapers are used by companies to
promote products or occasions. On the other hand in digital marketing, company can
take use of social media, You-tube videos, websites and many other kind of online
platforms (Popa, 2015).
 Cost: There is a huge difference in the amount of cost that is involved in doing
traditional and digital marketing. In this, the traditional marketing cost is much higher
with respect to that of digital marketing techniques. This is the major reason why
most of the companies are using internet marketing campaigns to do marketing.
 On-going results: In order to access the return on investment in both types of
marketing is difficult. In traditional marketing, for analysing the results, company had
to wait for weeks and sometimes months. In the case of online marketing, results can

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be accessed at the same time when marketing was done. This can be done with the
tools such as Google analytics.
 Analysis: In the case of traditional marketing, analysing the opportunities can be
difficult in case of digital marketing, calculating marketing opportunities is fast and
response to such marketing opportunities can also be given immediately. In the
traditional marketing it is difficult to understand that which medium of marketing is
producing better results. On the other hand in digital mediums, this can be easily done
with the help of Google analytics by analysing the metrics such as basic trend, interest
rates, bounce rates, transformation rates, benefit and interest visitors.
 Tracking: Tracking the benefits of the traditional marketing techniques can be
difficult. Evaluating the viewer’s group and their communication requires an
additional efforts and this is often time-consuming. In the case of digital marketing, it
is very much simple as there is presence of the tools such as Google analytics.
Keywords are used for targeting specific groups in the market. They can utilise social
media channels to do this.
These differences in the traditional and digital marketing show the importance why
Blockbuster need to invest in digital marketing. With the amount of competition that is
prevailing in different market, it is not easy for Blockbuster to increase the brand visibility
without taking the help of digital marketing mediums (Holliman and Rowley, 2014). With
the help of digital marketing mediums company can gain higher profits as the cost of
investment is lower in the case of digital marketing. It will help Blockbuster to reach to large
numbers of customers with least amount of resources. It is also easier for the company to
evaluate the progress they have made in the marketing and the number of customers who was
actually converted into the actual buyers.
Digital marketing also allows a firm to do marketing in all the countries at the same time
while in traditional marketing; company can focus on specific area or region. The scope of
attracting larger set of people is present in the case of digital marketing as higher amount of
people are attached with the digital mediums. Blockbuster targets people that are young and
these people are highly attached to the digital marketing mediums. Social media can be an
excellent platform where young generation people can be attracted (Armstrong, et al. 2014).
Digital marketing mediums can be helpful in reducing the complexities that are attached with
marketing approaches such as gaining the real-time information about the people. For
blockbuster, it would be an excellent platform where they can collect feedbacks and could

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also improve their digital marketing appropriately. Digital marketing has many kinds of
options using which they can directly target individual customers by doing personalised
marketing. This cannot be possible in the case of traditional marketing as it is used for doing
mass marketing whose results are hard to find.
Website optimisation technique
Websites are very much important for business because they provide the impression about the
products and services. The better the looks of the website, the better is the chance that people
can get attracted towards the services. The websites that are more user-friendly has a better
chance, easy to navigate and intuitive always achieves success. There are several parameters
on which any websites performance can be evaluates such as speed, improved user
engagement, higher SEO ranking, higher conversion rates (NOVOSELTSEVA, 2017).
Website optimisation technique is a technique using which the performance of that particular
website is enhanced. There are several ways in which website optimisation techniques can be
used by the Blockbuster so as to improve their website. Some of them are:
 Website’s speed: There are various website speed test tool that can be used by the
firm to analyse the overall speed of the website. Google Pagespeed Insights is a free
tool that can be used by Blockbuster to run a performance test on the speed of the
website and gives recommendations about the ways in which performance can be
enhanced. The loading time of the website must be reduced.
 Image optimisation: It is crucial for Blockbuster to optimise the images present at
their website. This technique relies on the combination of both lossless and lossy
image compression (Jackson and Ahuja, 2016). By such compression the image size
can be reduced hence loading time can also be reduced.
 Reducing HTTP requests: The more the HTTP request slower will be the speed
through which they can make webpages to load. Inlining JavaScript, using CSS
Sprites, reducing resources when third party plugins that makes larger numbers of
external requests, ban on the use of 3rd party framework unless not needed, using
lesser numbers of codes as well as combining JS and CSS files are some of the ways
in which HTTP request can be reduced (Jackson, 2017).

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 Minify JavaScript and CSS: Resource minification can be understood in terms of
eradicating needless characters from HTML, CSS, JavaScript which are not needed to
load like newline characters, block delimiters, white space characters and comments.
 Minimise latency with a Content Delivery Network: The latency between
Blockbuster’s website POPs (with a CDN) and origin server (without a CDN) must be
brought to lowest of levels. Some of the integration techniques that can be used by
Blockbuster are Framework integration guides, Wordpress integration, Custom CDN
integration, CMS integration guides, Google Cloud Storage CDN integration and
AWS S3 CDN integration.
 TTFB: Time to first byte is a calculation of the web server’s responsiveness. With the
use of fast web host, reliable DNS provider and use of CDN are some of the ways in
which TTFB can be improved.
 Avoid 301 redirects: Since redirects kills performance hence avoiding them anytime
is very much necessary. Additional round trip times are created by redirects and hence
double the time of loading the starting HTML (Stone and Woodcock, 2014).
 Caching: There are both browser cache and server cache. Cache controls can be used
by the organisation so as to improve the HTTP cache.
 Prefetch and preconnect: Domain name prefetching is an effective way to resolve
domain names before a user actually follows a link.
 Web font performance: Blockbuster can improve the web font performance by
prioritising on the basis of browser support, choosing style that is needed by
blockbuster, keeping character to minimum levels, store in localstorage with Base64
encoding.
 Hotlink protection: KeyCDN also follows a simpler way to permit hotlink protection
so as to safeguard CDN bandwidth.
 Enable Gzip compression: Gzip is another type of compression that compresses CSS,
Javascript and Webpages at the server level before transporting them over to the
browser. Website performance optimisation is easier to device and can create larger
differences.
 Fixing 404 Errors: Missing files always generates 404 HTTP error. For removing this,
it is advised to sometimes run the website with the help of external service like
“Online Broken Link Checker” or with a tool such as Screaming Frog.