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

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