Digital Marketing Strategies for Clinton Cards

Ruining Head: DIGITAL MARKETING
Digital Marketing
Student Id:

DIGITAL MARKETING 1
Table of Contents
Introduction................................................................................................................................3
Traditional V/S Digital Marketing.............................................................................................4
Difference between Traditional and Digital Marketing.........................................................4
Need to invest in Digital for Clintons.....................................................................................6
Reach..................................................................................................................................6
Frequency............................................................................................................................7
Engagement........................................................................................................................7
Usage of website optimization techniques to improve web performance..................................7
Techniques to improve web performance..................................................................................8
Web Caching Information......................................................................................................8
Code minification...................................................................................................................8
Image optimization.................................................................................................................8
Web Font Performance...........................................................................................................8
Hotlink Protection..................................................................................................................8
Web Infrastructure..................................................................................................................9
Usage of SEO to increase the visibility......................................................................................9
Steps to be used to increase the visibility of the Website..........................................................9
Website analytics..................................................................................................................10
Keyword Research................................................................................................................10
Onsite Optimization..............................................................................................................10
Content Optimization...........................................................................................................11
Link Building........................................................................................................................11
Analysis and Evaluation of Work.........................................................................................11
Online Reputation Management...........................................................................................11
Usage of PPC by Clinton Cards...............................................................................................12
Ad Relevance & Quality Score............................................................................................12
Keyword Management.........................................................................................................13
Search Network Only...........................................................................................................13
Display Network Only..........................................................................................................13
Network................................................................................................................................13
Bidding & Budget.................................................................................................................14
Ad Extension........................................................................................................................14
AN overview of relevant laws and guidelines.........................................................................14
Online Display and Video Advertising to attract retain and engage new and existing
customers..................................................................................................................................15
Advantages of Online display and Video Advertising.........................................................15
Key Activities in Implementing Online display and Video Advertising.............................16
Social Media Marketing...........................................................................................................17
Influence of Facebook Marketing by Clinton Cards:...........................................................18
Leverage of Instagram by Clinton Cards..............................................................................18
Leverage of Twitter by Clinton Cards..................................................................................19
Email and Content Marketing in Digital Marketing activities.................................................19
Content Marketing...................................................................................................................21
Usage of Web Analytics at Clinton Cards...............................................................................22
Recommendation & Conclusion..............................................................................................22
References................................................................................................................................24

DIGITAL MARKETING 2
Introduction
Clintons was earlier known as Clinton cards as it was established in 1968. It was founded by
Don Lewin. Clinton is the famous brand of UK for offering the greeting card. It also delivers
soft toys along with occasion related gifts for their specified consumers. Moreover, it is also
analyzed that the greeting card business of this gets higher profit after the advent of the
internet. Further, by the beginning of the year 2012, the market share of this organization has
again started increasing as compared to the last years. Clinton has 25% of market share and
managed more than 100 stores in the UK. In the current era, Clinton has faced many issues
caused by higher competition level.
(Source: Siedlecki and Depaoli, 2016)
The primary aim of this report is to determine strategies to reinforce Clinton cards electronic
specialist and abilities to offer impetus to their current specified consumers. With respect to
doing so, this assignment will concentrate on six aspects to develop challenging digital
marketing approach and also comprehend the digital ecosystem in depth. Further, this report
emphasized discussing the major dissimilarity in the digital and traditional marketing and
what types of digital marketing could be lucrative for Clinton cards. Moreover, this report
will concentrate on the website optimization tools to boost Clinton cards web performance.
Further, it critically evaluates the SEO as well as PPC to enhance the visibility of the
organization along with increasing the competition level. It will discuss how video, online
display and social media marketing can be an immense support to Clinton Cards. It also
discusses how these sources are effective for engaging consumers in the least time and cot.

DIGITAL MARKETING 3
Traditional V/S Digital Marketing
(Source: Siedlecki and Depaoli, 2016)
The traditional marketing consists of applying Newspaper Ads, Radio ads, Print media, TV,
and billboards in their business process for operating their business and get higher
competitive benefits. Apart from this, the digital marketing strategy refers to executing the
digital media in the business process (Siedlecki and Depaoli, 2016). The following table
indicates differences among digital and traditional marketing:
Difference between Traditional and Digital Marketing
Digital Marketing Traditional Marketing
Digital marketing is the application
of digital media like SEO, Blogs,
SEM, and Social media, website. It
leads the organization to spread the
awareness of products and services
among their consumers.
It is the practice of TV, print,
newspapers, and billboards to
promote their goods and services of
the company.

DIGITAL MARKETING 4
It is cost effective techniques as it
offers the opportunity to obtain a
higher return on the lowest
investment.
It enables the managers to face to
face deal with consumers and
introduces their goods and services
as it could require a higher cost.
Digital marketing is in trend due to
their unique features that permit the
advertiser to concentrate on the
relevant set of the consumers.
It is a mass communication media
technique; there is absolutely little
or no control over the set of
customers to be targeted.
Digital marketing relies on the two
way of communication.
Traditional marketing is a one-way
communication technique.
Through this, organization, as well
as consumers, will be capable to
track their goods and services. It
will aid the organization to monitor
the promotional campaign by
reviewing the whole process.
By the application of traditional
marketing method, the organization
could confront many issues. It also
required Highers amount of the cost
to complete this requirement.
Longer time of advertisement could
possibly cause of the lowest cost
In this, shorter period of ads will be
made cause by higher cost.
It could here is to broadcast the

DIGITAL MARKETING 5
The main purpose of this marketing
method is engaging the consumer
and makes conversation with their
specified audience.
communication of the company.
Need to invest in Digital for Clintons
The UK has an internet diffusion of over 85%, according to the study conducted in 2016, the
device penetration in the UK is beyond in the UK is beyond bound and leaps, this offers an
appropriate digital approach with respect to enhance a higher market share (Stephen, 2016).
There are certain causes that could mandate Clintons to invest in the digital marketing as it is
discussed as below:
(Sources: Sunstein, 2018).
Reach
The digital marketing could enable the organization to reach at their specified consumer in
the least time. The great internet penetration is another sign of digital literacy (Sunstein,
2018). In addition, the digital media could support Clintons to determine those consumers
who use digital media and spread awareness among them.