Digital Marketing Strategies for Clintons: SEO, PPC, Website Optimization, and More

This report discusses the difference between Traditional and Digital Marketing and also explains its importance for the Clintons to invest in digital marketing. It illustrates the role of website optimization techniques to improve performance. It also discusses the role of Search Engine Optimisation (SEO) and Pay-Per-Click advertising (PPC) to improve its website visibility amongst its competitors. This report also explains the role of Online Display & Video Advertising and Social Media Marketing to attract, retain and engage new and existing customers. It describes the role of Content and Email Marketing in its digital marketing activities. This report exhibits the role of website analytics to improve performance.

Running head: DIGITAL MARKETING

DIGITAL MARKETING 2
Table of Contents
Discuss the differences between Traditional and Digital Marketing. Explain why it would be important
for Clintons to invest in digital marketing...................................................................................................3
Illustrate how Clintons could utilize website optimization techniques to improve performance.................6
Pay-Per-click advertising.........................................................................................................................7
Steps of SEO.........................................................................................................................................14
Discuss how Online Display & Video Advertising and Social Media Marketing can be used to attract,
retain and engage new and existing customers..........................................................................................17
Explain how the Clintons could use website analytics to improve performance........................................20
Conclusion.................................................................................................................................................21
References.................................................................................................................................................22

DIGITAL MARKETING 3
Introduction
This report discusses the difference between Traditional and Digital Marketing and also explains
its importance for the Clintons to invest in digital marketing. It illustrates the role of website
optimization techniques to improve performance. It also discusses the role of Search Engine
Optimisation (SEO) and Pay-Per-Click advertising (PPC) to improve its website visibility
amongst its competitors.This report also explains the role of Online Display & Video
Advertising and Social Media Marketing to attract, retain and engage new and existing
customers. It describes the role of Content and Email Marketing in its digital marketing activities.
This report exhibits the role of website analytics to improve performance.
Discuss the differences between Traditional and Digital Marketing. Explain why it would
be important for Clintons to invest in digital marketing
Traditional Marketing Digital Marketing
A traditional marketing can make
competent to the marketer to simply
arrive at the local customers(Ryan,
2016).
A digital marketing makes competent to
the company for emphasizing on both
domestic with international market
customers.
A traditional marketing strategy can enable
the marketer to directly interact with local
consumers and enlarge the information
regarding the brand.
There is no requirement for conducting
face to face communication with
customers and enlarge the brand
recognition. It can also involve the bulk
of consumers in the minimum time
period.
A consumer uses printed paper of
resources to browse read over and over
again.
A consumer can access the facts and
figures regarding products and services
through videos and websites.
A traditional marketing can be simply
comprehended by consumers as they do
not cover the depth information.
The digital marketing can only target
those customers who are active on the
internet(Järvinenand Karjaluoto, 2015).
It shows the minor interaction amid
customers and channels used. This can
only provide data to those customers who
want to purchase the brand.
Communication can be effectively done
by exercising the social media network.
Marketers may take advantageous in
terms of convenience of communicating
with their target customers with the

DIGITAL MARKETING 4
intention to acquire positive response of
customers.
Print with radio advertisement could be
expensive. Printing resources could be
inappropriate and may require
recruiting the human resources to
distribute it(Staton, 2016).
Digital marketing could be cost-
effective. The utilization of social media
websites could be free of charge. The
expenses can be declined by the marketer
by investing in social media websites
rather than using traditional
marketing(Taiminen, and Karjaluoto,
2015).
Importance of digital marketing for Clinton
The digital marketing can be significant for Clinton to increase the demand of consumers in the
minimum time. This is a big reason for Clinton to invest in the digital marketing. Internet
marketing is essential as it links the methods to influence the consumer purchasing decision.
Moreover, there are large numbers of customers who always active on the internet for identifying
the information regarding the products as well as services before making a final purchasing
judgment. It is determined that internet marketing permits a corporation to build the reliable
association with their potential customers and also aids to make direct interaction with other
(Jayaram, Manrai, and Manrai, 2015).
Through the use of digital marketing, Clinton can eliminate the distance issues. Thus, this
strategy will enable Clinton to sell their products and services in any area of country without
developing the local outlets and can expand its target marketplace. Clinton can build the export
business without developing any network in the different country. It is also illustrated that when
Clinton will sell their products and services at the international level, it should ensure the quality
in products and services and focus on local business regulations. It is also analyzed that internet
cost is low as compared to traditional marketing activities(Simula, Töllmen, and Karjaluoto,
2015). Clinton hasthe bulk of stock to demonstrate in the store as it may increase the inventory

DIGITAL MARKETING 5
cost. But, the practices of digital marketing enable an organization to decline the cost of
inventory by reducing the amount of stock.
Clinton can also use the digital marketing to make a profit by influencing the consumer’s
preference towards their products and services. The digital marketing can also support to
consumers in order to track the webpage and information regarding products. By using the
digital marketing, Clinton can provide particular offer which reflects their interest. The digital
marketing can support Clinton to identify the consumers who have a desire for their products and
services(Atwong, 2015).
By considering the digital marketing, Clinton can be competent to create a platform to make the
significant association with their consumers and improving the rate of consumer retention. When
consumers will buy products and services of Clinton through online sites then, the company can
senda follow-up email in order to confirm their transaction and be grateful to their consumers.
Along with this, Clinton can send the e-mail to their end customers regarding providing support
as it would be beneficial to develop reliable liaison with customers. Clinton can invite their
consumers for commenting product reviews on their websites as it would be effective to develop
a sense of community(Dodson, 2016).
Moreover, it is evaluated that Clinton can be competent by using the digital strategy as it will
help to increase to get more return as expected. It can also make able to company to make liaison
amid online revenue growth and social networking. Moreover, internet marketing allows an
organization to compensate their employees in around the clock. Delivering products and
services of the company via the internet is well-located for consumers(Vernuccio, and Ceccotti,
2015).

DIGITAL MARKETING 6
Illustrate how Clintons could utilize website optimization techniques to improve
performance
There are different ways of utilizing website optimization techniques to improve performance. It
is defined as given below:
Web communication
The web optimization tool can aid to enhance the performance of the company. It will facilitate
the Clinton to complete their essential activities by approaching the transparency, discussion,and
usability. It is assessed that website conversation is significant for the achievement of the
Clintons. It will enable the company to directly communicate with their consumers and discusses
with them what the company wants to deliver them. Under this phase, an organization can be
competent to attain any sort of communication over the internet as it will offer the actual
transmission of the text from the receiver to the sender. The online chat may come from the
informal communication(Kingsnorth, 2016).
Transparency
The transparency can aid the Clinton to gain the transparency of websites for their targeted
consumers. The loading time of Clinton website can enable the consumers to easily access the
websites. Moreover, the speed of a website is an essential element as Clinton should use the
Google to enlarge their websites. A lower performing website can improve less promotion in the
search result. Therefore, it is assessed that Clinton can use website optimization tool to gain their
traffic of consumers and obtains higher maximum returns(Habibi, et. al., 2015).
Usability
The website optimization tool is beneficial for improving the usability of Clinton in terms of
enhancing different activities like load time, the speed of website page and website response to

DIGITAL MARKETING 7
consumer requests. It may directly affect the loyalty of customers. The high speed of websites
could lead to providing maximum satisfaction to consumers. A high user experience is a
technique to create a large base of consumers and vigorous brand(Duffy, and Ney, 2015).
Critically discuss how Clintons can use Search Engine Optimisation (SEO) and Pay-Per-
Click advertising (PPC), to improve its website visibility amongst its competitors
Pay-Per-click advertising
Pay-per-clickadvertising is an internet advertising strategy that can be used to develop clicks on
the website of the company. It is a significant way through which Clinton could be competent to
lead their consumers. Clinton can also use appropriate key terms associated with products and
services. It is compensated website and Clinton will reimburse an amount to publishers for
advertisement to get a click(Scheinbaum, 2016). PPC is a significant strategy, which is
implemented in the search engine marketing. There are certain steps which are incorporated in
PPC. It is described as follow:
Setting of Goal
It is an essential way by which Clinton will develop their objectives in order to attain the goal of
the company. Advertising goal will make competent to Clinton to drive the e-greeting card
significantly. Therefore, an organization has required evaluating the advertising objectives and
keeping in mind during formulating plan regarding e-greeting card approach. Moreover, it is
assessed that the marketing objective of a corporation can be beneficial for boosting the revenue
of the company(Wang, and Yuan, 2015).

DIGITAL MARKETING 8
Choosing Platform
There are several platforms, which are existed for pay per click like Facebook, Yahoo,
Google,and Bing. Clinton can formulate a plan for their e-greeting card strategy in order to
obtain maximum profit. It is assessed that the Google is a significant tool for pay per click
campaign. Therefore, Clintons should practice the Google Adwords and improves the awareness
regarding products and services of the corporation. In addition, it is assessed that Facebook
advertisements and Bing advertisements facilitate all required limits for developing a feasible
pay per click e-greeting card strategy(Goworek, McGoldrick, and McGoldrick, 2015).
Target customer
Through PPC, Clinton will formulate a plan for targeting their consumers. It could implement a
certain type of targeting strategy for their customers such as device targeting and geo-targeting
(Syed, 2015). These techniques can aid an organization to target the feasible target customers. It
is described as given below:
Geo-targeting
Geographic targeting can allow Clinton to demonstrate the places that are a convenience for
customers such as areas, city,and nation. Furthermore, it aids a corporation to choose the right
consumers to offer the products with services. It can guide Clinton in order to improve their
return on investment. The feasible geographic can appropriately aid Clinton to launch the E-

DIGITAL MARKETING 9
cards in order to obtain better results. An organization can address nations, states,and regions in
which ad of e-cards can be effectively launched(Killian, and McManus, 2015).
Device targeting
Device targeting is another effective strategy where a company can persuade their consumers
due to gaining amount of users on mobile. Clinton can implement targeting in order to arrive at
the feasible customers on any tool. By using the device targeting, an organization can
personalizetheir advertisement for the distinct operating system along with, systems of mobile.
Through this, Clinton would be competent to recognizean individual who isactive inonline and
exercising another operating system(Brindle, 2017).
Keyword Research
In the next phase, Clinton willaddress the keyword for conducting theinvestigation. Although, it
will take more time for Clinton but, it is essentialto step to pull the attention of customers. In this
phase, Clinton can list their core keywords to enlarge the information regarding products and
services between their potential customers. Clinton should assess the effective keywords for
influencing the bulk of customers(Girchenko, and Ovsiannikova, 2016).

DIGITAL MARKETING 10
Effective Ad Text
Advertising text is a critical technique for gaining chances of advertising success. It can be a sort
of the marketing communication which, could be practiced by Clinton to launch their e-cards on
the investigate platforms. It is also assessed that promotion, core keywords, and eye-catching
discount can lead to buildingfavorable goodwill of the companyin the market. It is assessed that
quality score of Clinton would rely on different factors and advertisement text is essential factors
among them(Kasemsap, 2018). Therefore, it is assessed that a company can use effective
advertisement text for creating the distinctive image in the marketplace. There are certain factors,
which could be included by Clinton in order to improve their revenue of E-cards in the least
time. These factors are order now, buy up now, register today, and sign up here. It can
incorporate an effective keyword in their advertisement text and match it to their leading
page(Hair Jr, and Lukas, 2014).
Add Ad Extensions
Under the Pay per click advertising, ad extension provides additional benefits in the minimum
time with expenses. Clinton can use the advertisement extension and demonstrates their
additional information by the advertisement such as the rating of the store, phone number,
address and added webpage links. It may direct to high CTR and will enable Clinton to make

DIGITAL MARKETING 11
more prominent and reliable advertisement. In this way, Clinton could be competent to enhance
their extent of quality(Chaffey, 2015).
Scheduling of Ad
Scheduling of advertisement is also an essential way to enhance the advertisement. In this way,
Clinton can show their advertisement wherever a customermay search online and also it can
present their ads on certain days as well as business hours. The outcome of the advertisement
can be distinguished in weeks, months and hours. Therefore, Clinton should review days along
with time, which would be more feasible for their organization(Malhotra, and Peterson, 2014).
Optimize Landing Pages
Google incorporates the landing page quality for an organization that could be a most significant
factor to assess the extent of quality. It is also evaluated that if landing page of the company has
poor content then, it could lead to creatingan unfavorable image of the form between customers
by developing unfavorable experience. The customer cannot purchase any products and services
of the company in case of inappropriate landing page1 Moreover, it is assessed that well
effective landing page can have inclusive information regarding products and call to use buttons

DIGITAL MARKETING 12
like “subscribe here” and “buy now”. When a company generates multiple advertisements for
their E-cards then, an organization may have the opportunity to enhance their landing page for
per page of advertisement(Babin, and Zikmund, 2015).
Filter out pessimistic Keywords
This is an essential way by which Clinton could be competent to address the keywords that a
company does not want to demonstrate in front of their consumers. For this, Clinton can research
on the unfavorable keywords, which reflects the entire performance of an organization. For
example, it may diminish the return on investment of Clinton by reducing their revenue(Spiller,
and Tuten, 2015).
Filter out Negative Keywords
Monitor Competitors
Benchmarking is an essential key factor in launching the E-cards in the market. In this way,
Clinton should always focus on their competitors to assess their strategy. It is significant for
Clinton to evaluate which type of keywords implemented by its key market players as it would
be beneficial for making an appropriate plan. An organization should emphasize on the strategy

DIGITAL MARKETING 13
of their competitors for developing a unique and distinct advertisement. A corporation should
feasibly design their advertisement copy that should recognize valuable as compared to its key
market players(Shankar, et. al., 2016).
Install Conversion Tracking Code
Clinton can install their tracking code of communication in order to determine the keywords that
are lucrative and leading to the communication. It would make competent to Clinton in order to
optimize their offer and enhance their profitability(Donnelly, et. al., 2015).
Use Google Analytics
Clinton should assess and track the efficiency of their pay per page campaign. It should also
comprehend which method is effective for obtaining the higher growth. Moreover, an
organization can implement google analytics to persuade the attitude of customers. Clinton can
assess the bounce rate with regards to their websites as it would be beneficial to pull the attention
of the bulk of consumers. The bounce rate could be supportive for assessing the number of

DIGITAL MARKETING 14
consumers who have visited on the websites of Clinton. As a result, an organization can be
proficient in tracking the rate of conversation with regards to E-cards campaign. It will also aid
to enhance the landing page along with the PPC campaign(Felix, Rauschnabel, and Hinsch,
2017).
A significant pay per click campaign is a process of constant research and improvement. It could
be significant for Clinton to never apply “set it and forget it” approach for their pay per click
campaign. It should conduct the research on the attitude and preference of consumers. Clinton
should also research regarding lucrative keywords along with feasible hours for their campaign.
This may direct to obtain the maximum competitive advantageous by improving the number of
consumers(Rao, Srivatsala, and Suneetha, 2016).
Steps of SEO
Following are specific factors that should be incorporated into search engine optimization such
as action, research planning along with monitoring. It is described as given below:

DIGITAL MARKETING 15
Target customer
Through SEO, Clinton will assess their key market players in order to target the customers. In
this way, it can identify the keywords as it could be effective for an organization to directly
target the consumers. Clinton can also use the Google algorithm in order to spread the
information regarding products with services in minimum time and retain them for a longer
period. Furthermore, Clinton can develop an appropriate strategy to deal with the business and
target the customers (Ozuem, 2016).
Planning
In this stage, Clinton will assess the keywords to increase the number of consumers. Under this,
Clinton will have a focus on those key terms,which would be appropriate or concise for an
organization and also prone to make maximum return on investment. The company will also
develop a proposal regarding Google sole console to depict the product of the company at a
higher rank(Smith, and Zook, 2016). This strategy will also help to pull the attention of the high
amount of customers with regards to e-cards of the company. Moreover, Clinton can identify the
sites by which,it will represent their advertisement. It can also consider the strategy regarding
sharing the link of the site as it would lead to increase the bulk of customers(Alford, and Page,
2015).
Action
In this phase, Clinton would be competent to execute their well-developed approach and obtain
the reliable result. Under this, an organization will optimize the page and gain their amount of
consumers within the specifiedtime limit. Through the application of page optimization, an
organization can be competent to enhance the consumer webpage regarding higher rank and
develop more pragmatic traffic in the search engines. An organization will endorse the developed

DIGITAL MARKETING 16
content on chosen websites as it would be accommodating for gaining the consumer demand
towards a brand of the company(Key, 2017).
Monitoring
In this phase, Clinton will organize their traffic in order to accomplish their predetermined goals.
It can also assess the number of consumers in order to build an appropriate judgment. Moreover,
it can focus on certain strategies such as the ranking of the web, validation of link, social media,
consumer traffic, site search, keyword ranking and site health. Thus, Clinton could be competent
to monitor such practices and develop a diverse image among consumers. As a result, an
organization would be competent to build maximum competitive advantages(Bianchi, and
Andrews, 2015).
Relevant laws and guidelines associated with PPC and SEO
Following are different laws and guidelines which can be incorporated by Clinton during the
implementation of PPC and SEO. It can eliminate the inappropriate keywords and also avoid the
unseen link(McDonald, and Wilson, 2016).
Do not load pages with inappropriate keywords
Clinton should consider that loaded data are not inappropriate. It should load only the feasible
data because it is related to products and services. It could be advantageous to aware the
consumers regarding products as well as services(Key, 2017).
Eliminate hidden text and links
Clinton can eliminate the unseen link and text during the application of PPC and SEO. It can also
focus on the color of the font as well as background related to websites. This could be imperative
for gaining the number of consumers regarding products and services(Alford, and Page, 2015).

DIGITAL MARKETING 17
Discuss how Online Display & Video Advertising and Social Media Marketing can be used
to attract, retain and engage new and existing customers
The online display can be significant for Clinton because it may be effective to increase the
awareness regarding E-cards among the bulk of customers in minimum time framework. It is the
type of online promotion that may be created in the form of banner advertisement, rich
media,and others. Clinton can incorporate the display advertising in order to influence, retain as
well as employ fresh and available consumers. It is evaluated that online display advertising
involves certain activities such as video, images,and audio in order to conversate ona particular
message. It can be more imperative and suitable as compared to another technique. By using this
method, Clinton can retain their consumers in an entertaining manner and expand the
information regarding E-cards(Key, 2017).
In addition to this, the video is a fundamental element for users of the internet in order to
increase the online experience. There are certain activities of video marketing such as mass
media, television commercial and display commercial image. There are no sites available as
compared to YouTube channels. This site has claimed that there are about 3 billion video views
per day. It is an effective place for the marketer in order to address the consumers at the
international level. Consequently, Clinton can use the video advertising in order to retain,
influence and employ the new along with existing customers(Alford, and Page, 2015).
Mass marketing is another way of video advertising which could be applied by Clinton to
promote their E-cards. Television commercials can be heard and seen by a person. In this way,
television channels can be utilized by Clinton to move the marketing practices towards the
products and services. It is an effective strategy that could be practiced by Clinton to depict the
strong message regarding branding. This approach can be implemented by Clinton due to good

DIGITAL MARKETING 18
commercial image among a large number of an individual. Although, Clinton does not has a
requirement to publicize their e-cards on the nationwide platform but, there is a need to focus on
the domestic areas by which e-cards will have take benefits from strong brand detection.
In the existing business circumstance, the magnetism of digital marketing is gaining. Clinton can
invest in the social media for endorsing their e-cards and arrive at the bulk of customers. In such
a way, Clinton can use certain activities in social media marketing strategies such as Facebook,
YouTube, Twitter and LinkedIn (Ozuem, 2016).
Clinton can not only endorse the e-cards on the websites with magazines but also, social media
sites provide the chance to Clinton to arrive at the high amount of customers who can choose to
“like” or “follow” their e-cards and its updates. It is assessed that only Facebook has been
viewed by more than 750 million users along with, LinkedIn has been viewed by about 120
million users and on YouTube, about 3 billion users viewed per day. Hence, this channel could
be imperative for Clinton to increase the demand of customers with regards to e-cards(Alford,
and Page, 2015).
From the above analysis, it can be stated that the most appropriate channel is social media
marketing that is an effective channel for Clinton. Since, it could be beneficial to demonstrate the
eye-catching e-cards to increase the revenue of the company. It can also share their views with
potential customers for signing up the new email newsletter and evaluate how they are spending
in the season of festival. It can also communicate with the consumers directly through social
media. Furthermore, Clinton can raise the questions with customers and identify how promptly
their followers and fans arrive at to give their response(McDonald, and Wilson, 2016).
In addition, customers can put down a comment on the page in case of suffering the issues. In
this way, social media marketing would facilitate the Clinton to provide backing to their

DIGITAL MARKETING 19
customers immediately. Social media networking also facilitates the chances for Clinton to
directly interact with their consumers. The facts and figures received on the social media can
facilitate Clinton to organize, drive, and backing the business(Järvinen and Karjaluoto, 2015).
Outline how Clintons could incorporate Content and Email Marketing into its digital
marketing activities
Content marketing could enable the organization to increase their number of consumers for
obtaining higher profit. It will support to develop trust among consumers who assess the
information with respect to the current research matter. By considering the content marketing, an
organization will make facilitate to the consumer to become a loyal fan of the company and get
benefits. Therefore, it can be said that a wide range of the information about the company could
increase the chance of investment in their file. Content marketing could support to save time as
well as the time cost of the organization(Strauss, and Frost, 2016).
Through this method, an organization could make their best efforts to attract a large number of
consumers towards the products and services of the company. In addition, it is illustrated that
content marketing could enable the company to get higher benefits with spending more as it
empowered the consumers to share their knowledge and experience on sites as it could be
effective for obtaining higher benefits. The organization could also use the email method tothe
hub the journey of the consumers(Järvinen and Karjaluoto, 2015).
Further, the organization could use email marking to address the factors that could influence the
behavior of consumers. It permits the company to obtain the reliable outcome with respect to the
enhancement of the sale of e-cards. In addition, it is also evaluated that the email could attract a
large number of consumers at the same place in the least time and cost. It could be effective for
increasing the sale of the organization. Thus, it is also evaluated that is email programme is not

DIGITAL MARKETING 20
appropriate then the consumer’s journey will come up small. It is also evaluated that
smartphones will support to make email omnipresent. It is also examined that there are more than
54% of all emails provider organization that is open for a mobile device. Moreover, the email
cultures facilitate organization to contact withthe old consumer by considering the previous
emails(Smith, and Zook, 2016).
Explain how the Clintons could use website analytics to improve performance.
Web analytics is defined as the set of online information sharing activities that could be utilized
by Clinton to understand with optimize the occurrence of the web. It may turn the qualitative
process to keep on the websites into the quantitative process of everything related to customers.
Clinton can implement the analytic data to get used to advance technologies. As a result, it would
be appropriate to assess the requirement of customers that is sited on the websites(McDonald,
and Wilson, 2016).
Web analytics will permit the Clinton to build the prominent digital approach and included the
innovative elements in the overall marketing activities in the upcoming period.
There is a certain kind of analytical data which could be built into the online approach. The
prominent thing that should be incorporated is site referral to their friends on the website.
Another thing is related to traffic on the websites. This data should be emphasizedon customers
who want to buy through online channels. It can permit the Clinton to evaluate the role of social
media in blogs, external partners,and sites who are leading the visitors to their websites(Strauss,
and Frost, 2016).
When Clinton would have information to make stronger liaison with their external partners like a
call to action on social media then, it could assess the campaign of online advertising
successfully and accomplish the objectives. This could also facilitate to evaluate the return on

DIGITAL MARKETING 21
investment on those campaigns. The web analytics can also demonstrate some eye-catching
geographical and demographic information on the site of visitors. Thus, it could lead to overall
growth and success (Smith, and Zook, 2016).
Conclusion and Recommendation
As per the above discussion, it can be summarised that Clinton can utilize the digital marketing
rather than use traditional marketing in order to endorse their e-cards in minimum time and
efforts. It can be also concluded that Clinton will invest in the digital marketing for enlarging
their business in e-cards product sector. It can be also described that Clinton could utilize the
web optimization tool to increase the traffic of consumers and brand awareness in order to obtain
the higher competitive advantageous.
From the above analysis, it can be recommended that Clinton should use effective digital
marketing strategy to pull the attention of large amount of customers. It should also focus on
different marketing strategy to launch the e-cards in the market. These strategies could be SEO,
PPC, social media, online display advertisement and web optimisation. It should also effectively
target the customers in order to increase the revenue of E-cards.

DIGITAL MARKETING 22
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