Digital Marketing Strategy for HMV: A Comprehensive Analysis

This report examines the importance of digital marketing for HMV, a UK-based entertainment retailer. It explores various search engine marketing tactics, email marketing, and social media marketing strategies to enhance website visibility, attract new customers, and retain existing ones. The report also delves into website optimization techniques and analytics tools for measuring campaign performance. It concludes with a summary of key tasks and activities for an effective digital marketing strategy for HMV.

DIGITAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
L1.....................................................................................................................................................2
1. Discuss why it is important for HMV to invest in its digital marketing capabilities in
addition to its existing traditional marketing know-how.............................................................2
L2 L3 L4..........................................................................................................................................3
2 Critically discuss how HMV can use search engine marketing tactics to improve its websites
visibility amongst its competitors and win more customers for the business..............................3
L3, L4..............................................................................................................................................1
3. Identify how Email Marketing and Social Media Marketing can be used to attract, retain
and engage with new and existing customers for HMV. Critically discuss which channel is
most effective at attracting, engaging and retaining, new and existing customers......................1
L3.....................................................................................................................................................1
4. Illustrate how HMV can utilise website optimisation techniques to improve website
performance.................................................................................................................................1
L5.....................................................................................................................................................1
5. Explain how you would go about measuring the success of HMV’s digital strategy using
analytics. Identify any tools that could be used to measure campaign performance with
specific reference to any important features, capabilities or methodologies associated with the
monitoring process.......................................................................................................................1
L3.....................................................................................................................................................1
6. Summarise the key tasks and activities that should be incorporated into an effective digital
marketing strategy for HMV.......................................................................................................1
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3

LIST OF FIGURES
Figure 1: Pros and Cons of E mail Marketing.................................................................................2
Figure 2: Advantages of Social Media Marketing...........................................................................4
Figure 3: Percentage of Consumer using social media and email...................................................5
Figure 4: Search Engine Optimization............................................................................................2

LIST OF TABLE
Table 1: Comparison between Traditional and Digital Marketing..................................................2

INTRODUCTION
Digital Marketing utilises various digital technologies to achieve marketing goals and objectives
of an organization. The report focuses on importance of digital marketing as compared to
traditional marketing. Various Search Marketing Tactics are discussed to improve the visibility
of website to gain competitive advantage in the market. Social Media as well as Email marketing
is compared in terms of attracting and retaining of new and existing customers. The report also
focuses on measuring of digital strategy by using analytical tools and techniques. For discussing
all the above points, reports have considered HMV as the organization which operates as an
entertainment and music retailer in UK. It recently launched multi channel digital campaign to
gain competitive advantage in the market. For that it also launched online mobile application to
sell its products and services.
1

L1
1. Discuss why it is important for HMV to invest in its digital marketing capabilities in addition
to its existing traditional marketing know-how.
In the era of globalisation, digital marketing is taking place of many traditional methods of
marketing. HMV operates as a retail organization in UK that focuses on providing entertainment
services (Leeflang et al, 2015). It utilizes digital marketing by posting various videos and
pictures on social media platforms such as Facebook, etc. Major differences and advantages of
digital marketing over traditional marketing can be explained as:
Comparison between Traditional and Digital Marketing
Table 1: Comparison between Traditional and Digital Marketing
Traditional Marketing Digital Marketing
It is not easy to measure the marketing activities Posts on social media platforms can be measured
by observing number of likes and clicks.
Effectiveness in terms of building a brand is quite
less
Helps in increasing the effectiveness of brand.
Customers can find the availability of business
when they search online.
It is difficult to reach the target market in case of
traditional marketing
Reaching large number of customers as per the
targeted market is easy through various social
media platforms
It is not a cost effective method. Achievement of
goals and objectives cost very high (Scott, 2015).
It is a cost effective method and requires less
efforts to accomplish the goals and objectives.
2

L2 L3 L4
2 Critically discuss how HMV can use search engine marketing tactics to improve its websites
visibility amongst its competitors and win more customers for the business
Search engine marketing tactics
There are various types of search engine marketing tactics which can be used by HMV so that
they can improve or enhance their visibility between these competitive markets and also make
their customer’s base more strong (Ledford, 2015). Following are the detailed discussion of these
search engine marketing tactics along with the step to design these search engines for improving
the websites visibility:
PPC (Pay per click): Pay per click is one of the most used and famous search engine tactics
which is mostly used by the organizations to enhance their website visibility in the competitive
market. Pay per click is also known as the cost per click in which HMV pay some amount to the
internet so that they can advertise their products and services in their page. If customer search
anything on the internet and they click the link of HMV then the organization get cost as per the
click (Pay per click, 2018). HMV organization use this search engine tactics as their
advertisement model as this will help them to direct the traffics to the websites.
SEO (Search Engine Optimization): Search engine optimization can be used by HMV as it is
the process of the affecting online visibility of web pages and websites in the web search engines
unpaid outcomes. This is often refers to the organic, natural and earned results. This tactics can
be used by the organization as it may target various kinds of search in which image search;
academic search and video search are included. With the help of internet marketing strategy,
HMV can create their personal web page in which all the details regarding organization must be
provided to the customers (Search engine optimization, 2018). This type of search engine
marketing tactics helps the organization to win more customers through providing their personal
details on their web pages.
Video advertising campaigns: This search engine marketing tactics is also significant for HMV
organization as they can post their product and services videos on their official websites or social
networking sites so that customers will get aware about their products and its features. HMV

organization and its team will create a video in which details, specification of product, product
details, and products price etc details must be recorded and then they can post their video or
show their videos on official sites or social networking platforms (Liberali et al, 2017).
Through search engine marketing HMV can target their audience
Search engine marketing can be used by HMV organization as it is the form of the internet
marketing which involves the organizational websites promotions by increasing or enhancing
their search engine visibility results pages with the paid advertisement. With the help of search
engine marketing which are discussed as above, HMV organization can spread their brand
awareness in this competitive market and along among their customers. Pay-Per-Click is the
most commonly used search engine marketing tactic that can also be used by HMV organization
through which they can target their customers or audience easily. Targeting audience is the major
part of the search engine optimization (Scott, 2015).
By using these video advertising campaigns they can spread their product features and details
between the customers so that they get attracted towards their product and influence to buy their
products and services. It is important for the organization to select their customers and influence
them to buy their products and services only among all other brands which can only be possible
to using these types of search engine marketing tactics. These are the paid search engine which
can be applied in the HMV organization so that they can launch their products and services
between the customers and attract them to buy their products only. They need to pay some
amount to the internet engine in which they want to promote their products and services.
With the help of PPC, SEO, video advertising campaigns or online display, HMV organization
can target their customers because through this spreading of product details and brand awareness
become more easily for them (Giomelakis and Veglis, 2015). This type of search also helps the
organization to identify the motivations and needs or highlights of their products which they are
serving between the audiences so that customers needs also be covered in this. Marketing of the
products and services is the most essential and necessary part or activity or process for HMV
because through this they can sell their entrainment DVD or CDs in the market.

Marketing is used to attract customers
Every organization including HMV design products to sell in the market but for this marketing
process is the most important and essential part to sell their products in this competitive market.
Promotion and advertisement of the HMV product can only be done by conducting marketing
process in which they can delivery details of their products between the customers. HMV
organization wants to attract their customers so that they can influence them to buy their
products or select their brand for this particular products and this can only be occurred through
marketing tactics (Berman, 2016). By using number of social media sites, official websites,
HMV official web pages etc they can attract the customers towards their product features and
prices.
In the current time, each and every customer uses internet through which they got the
information about latest products and services so marketing of the products by using these
platform is the best way to attract the customers. With the help of marketing in digital way is the
most commonly used technique through which customers receive the information about the
product, its price, special features or they can compare the HMV products with their competitive
brand in respect of the quality and price. The statement which refers that marketing attract the
customers is very correct as it help the organization to influence the targeted customers as well as
help customers to take right buying decision (Halligan and Shah, 2014).
There are various types of techniques which can be used in marketing by HMV organization so
that they can attract their audience. With the help of coupons, loyalty programs, social
networking, SEO, rebranding etc are the techniques through which attracting local customers
become easy for HMV organization. Marketing help organization to attract the customers in
following ways:
 Marketing help to identify the target or ideal client for HMV organization so that they
can sell their product to them only (Marketing attracts customers, 2018).
 Marketing process also help to identify the places where their customers lives through
which they can target particular market.
 With the help of marketing, HMV organization can directly connected with their
customers and take their respond regarding their products and services.
 Through marketing they can build strong customers base and partnership.

Laws and guidelines – Search Engine Marketing
The first and foremost activity carried on by the business is to promote their services in different
markets and this activity is known as the search engine marketing. The visitors will explore the
services and quality of the product developed by the organization in market through this strategy
(Gudivada et al, 2015). However, there are various laws which govern the search engine
marketing and some are discussed below:
Best practice of centralisation: In global search market the centralisation of the marketing is
very important to capture the interest of the customers and the stakeholders. The efforts to gain
knowledge should be building up by the organization to boost the sales.
Content is key: The HMV organization is working to reduces the cost of the content and
reducing the size of the content by relative changes in the cost. The content should be according
to the use and preference of the users and they must understand the language and instructions
given in the key.
Keywords can’t be translated: The particular language used in the framework is known as the
keywords and this cannot be altered or translated by the organization or any other person. The
keywords are the guidelines to be followed and there is no connection between the different
keywords (Patil et al, 2015).
Track Market difference: The organization HMV should track the difference between the
different markets and their strategies to analyse the market scenario and the types of the
customers in the market. The customers must be targeted of big cities and who have potential to
buy the product.
Environmental factors: The performance of the organization is effectively based on the market
factors and the variants of the local market. The organization can approach the customers
through online medium or websites. Customers can significantly approach the products and
services of the organization through online medium.
Language drivers: The language must be as per the usability and understanding of the user. The
language used must be in the standard format and should be based on the technique of the
translation and optimisation (Elwyn et al, 2015).

Therefore, the search engine marketing is the effective tool for the business expansion and
growth in the organization. HMV uses the guideline to effectively evaluate the business
strategies in the market.

L3, L4
3. Identify how Email Marketing and Social Media Marketing can be used to attract, retain and
engage with new and existing customers for HMV. Critically discuss which channel is most
effective at attracting, engaging and retaining, new and existing customers.
HMV focuses on implementing various marketing techniques for attracting and retaining more
number of customers for its growth. It implements both Email Marketing and Social Media
Marketing for interacting with its customers, as well as to increase the loyalty and sales of an
organization. Both the marketing techniques have their advantages and disadvantages which can
be explained as:
Email Marketing
Advantages
Email marketing proves to be the fast, cost effective as well as reliable method of marketing to
reach the new customers and to retain the existing customers. Email marketing can be beneficial
for HMV if it is not over used as over usage may sometimes irritate the customers. HMV can
attach attractive graphics and text files along with the emails to explain the best about its
products and services (Sahni et al, 2018).
Attractiveness of Emails helps to increase the business branding of organization. Email
Marketing is much more beneficial as compared to word of mouth marketing. Emails can be read
by customers at any time. This type of marketing creates no boundation for customers as is in
case with telephone marketing. The main reason for which HMV can utilise Email marketing is
that it is a cost effective method and saves lot of time. Another most important advantage of E
mail marketing is that it enables segmentation by targeting only those consumers who meet
certain criteria.

Figure 1: Pros and Cons of E mail Marketing
Drawbacks
Along with the advantages, there comes the disadvantages and therefore there are various cons
related to E mail marketing. If HMV before sending Emails do not target the correct people, then
less number of customers will attract because the click through rate becomes lower. Also HMV
must ensure that emails contain keywords or content that is appropriate for filtering by various
types of software and service providers. Emails with inappropriate content are left undelivered
sometime. Email marketing also faces various designing issues and size issues. Downloading of
images may take longer time which again irritates the customers (Khan and Iftikhar, 2017). It
also requires skilled resources who can design the marketing campaigns in the most effective
way which enable it to retain large number of customers.
Social Media Marketing
Social Media marketing can be utilised by HMV for optimising its online presence as well as for
increasing the sales of its businesses. Social Media Marketing helps to increase the brand
awareness. Brand Recognition plays an important role as consumers are more into buying the
products they recognise easily. With the help of social media marketing, HMV can increase the
visibility as well as awareness of brand. Brand recognition also helps to attract large number of
customers.

Social Media Marketing also helps to increase the customer services. It helps to identify the
needs of customers and enables the organization to customize the marketing campaigns
according to the needs of customers. HMV can collect lot of information about its customers to
provide better products and services according to their needs (Tuten and Solomon, 2017).
HMV can improve its brand loyalty by utilising the social media marketing techniques. It can
post various comment, blog, pictures as well as images on social media platform that help in
increasing the number of visitors and attract large number of consumers. Social Media Marketing
also increases the conversion rates by utilising strong marketing strategies such as targeting of
audiences in an appropriate manner. For an instance, if the products are related to students, then
campaign or blog to be posted must be as per the needs and interest of students.
Social Media Marketing increases the number of long term audiences as well as increases the
brand equity. Followers on social media are attracted by marketing blogs and campaigns and
follow the pages for longer time period. This in turn influences many other uses and therefore,
sales and revenue of the business increases. Effective communication helps to increase the
number of followers and therefore brand equity also increases (Hollensen and Raman, 2014).
HMV can easily identify the competitors and can determine the needs of customers by using
various types of data analytics tool. Advanced targeting is the most feature of social media
marketing that helps in targeting various types of people with various approaches. HMV can also
measure its sales, traffic on website, as well as effectiveness of social media campaigns with the
help of its tracking feature.
Geo targeting is also one of the features that help in targeting the people within certain range of
business location. It helps to attract more number of consumers and the purchase of its products
substantially increases.
Social Media Marketing is cost effective in nature as creating of business profiles on any social
media platform like Facebook, twitter, etc is free. Even many paid promotions are at affordable
prices as compared to many other marketing tactics. HMV can even attract unexpected
customers who are not targeted by the organization which helps in increasing the sales of
business (Rakova et al, 2014).

Figure 2: Advantages of Social Media Marketing
Drawbacks
Users and followers on Social Media are free to post whatever they feel about the posts. This
puts negative impact on the brand of various businesses. Unsatisfied customers may post
negative feedbacks about products and services offered by an organization and his led to
decrease in number of customers. Development of attractive campaigns is a time consuming
task. An organization needs skilled resources for social media marketing and an entire separate
team to monitor the performance of campaigns on social media.
Critically discuss which channel is most effective at attracting, engaging and retaining, new
and existing customers.
By evaluating the above advantages and disadvantages of E mail and Social Media Marketing,
HMV must focus on implementing Social Media Marketing techniques for attracting and
engaging new and existing customers. Social Media have higher engagement rate as compared to
the email marketing. Consumers share more content on social media platforms as compared to
emails (Sheth, 2018). Email marketing enables to reach the targeted audience which is not in
case with Social Media Marketing. HMV can even reach their untargeted customers who are not
interested in music as well as it helps in improving the brand recognition which in turn increases
the customer base. It can also promote new products through various social media platforms such
as Facebook, Twitter, etc. Sharing of posts are more common in social media marketing as
compared to email marketing which focuses on creating list of targeted audiences every new
time.

Figure 3: Percentage of Consumer using social media and email

L3
4. Illustrate how HMV can utilise website optimisation techniques to improve website
performance.
Websites plays an important role in running a business as it helps in putting positive or negative
impact about its products or services on its customers. HMV must focus on developing user
friendly websites which is easy for customers to navigate. Website optimisations mainly include
operational site of business as well as its fast functioning. Fast loading of website enables higher
conversion rates, SEO rankings, engagement of user and many more. Therefore, HMV must
utilise various website optimization techniques to improve the performance of its website (Patel
and Gulati, 2018). Optimization can be classified into 3 major areas such as
1. Search Engine Optimization
2. Speed and performance optimization
3. Conversion Optimization
Optimization for Search Engines
Search Engine optimization plays an important role in formatting the websites and helps to
identify its relevance. Search Engines also helps to identify what the website is about. The most
important element needed for optimization of Search Engine is Keyword. Keywords are the
element which helps to know the exact need of customers.
 Meta Description: Meta Description can be defined as the shot description of an entire
web page. If the keyword appears in the Meta description, then the customers know that
website contains exactly what they want. Title of Page: Title of the page must reflect the entire information about the website. As
HMV is an entertainment retailer, its title page must indicate the relevant information
about its offerings.
 URL: Keywords must exist in the URL, so that user can be directly landed to the page he
is searching for.

 Authorship Tag: Authorship Tag is the most important element that optimizes the
performance of website of HMV. It must include fresh and new content for leading up on
Google search. Content: Major keywords used by the users must be there in the content of website
(Hoekstra et al, 2015).
Figure 4: Search Engine Optimization
Conversion Optimization
Optimization of conversions is highly dependent on content. Effectiveness of content can attract
more number of visitors to take look and feel of the products and services provided by HMV.
HMV must include content related to entertainment according to the interest of customers need.
Quality of content can be included in following ways:
 Ad Copy: Ad Copies must be attractive and well crafted to attract large number of
visitors.

Performance and Speed Optimization
In the era of digitization, it is important to maintain speed and performance in each and every
aspect of business. Therefore, HMV must implement optimization techniques to improve he
speed and performance of its website that helps in attracting large number of visitors and
increases the overall business sales. This can be achieved by implementing the following
techniques:
 JavaScript: It is important to load Java Scripts at the bottom of the page to improve the
overall size of the file. JavaScript are an important element which helps in loading the
data.
 Pictures: HMV must place relevant pictures related to music and entertainment to
explain well about its products. Images are the element that attracts customers the most
but on the other hand images of big sizes reduces the speed of websites, Therefore,
Photoshop and thumbnail tools can be used to reduce the sizes of images on website.
 Hosting: HMV must host its website form a reputed organization and ensures the
instalment of CDN which loads the website faster and improves the overall performance
(Evangelista et al, 2014).

L5
5. Explain how you would go about measuring the success of HMV’s digital strategy using
analytics. Identify any tools that could be used to measure campaign performance with specific
reference to any important features, capabilities or methodologies associated with the monitoring
process.
HMV recently launched new multi channel strategy in the area of digitization. It provides
products in the physical form which helps to increase the customer satisfaction. Its multi channel
strategy is supported by various mobile applications as well as Loyalty programme. It has
developed the strategy for increasing its film and music sales as well as to gain competitive
advantage in the market. It offers various image and sound search functionality which enable
customers to search in a more easy way. For an instance, customers in HMV can browse the
categories by locating the covers of CD. The main objective of HMV is to link online as well as
in store products and services (Scott and Schulz, 2017).

Its new online platform has various advantages which can be explained as:
 It helps customers to share variety of content related to entertainment as well as helps to
integrate it with loyalty programme.
 It also provides samples of various types of music albums which are categorised and sub
categorised in an arranged manner. It provides satisfaction to customers before they buy
the product.
 Free Wi-Fi services at the retail stores as well as click and collect services.
There are various tools that can be used for the measurement of performance of its campaign:
Google Analytics
This is the most widely used analytic tool for measuring the performance of campaign. The new
multi channel strategy can be measured by using Google Analytics in an effective manner. This
helps to determine the statistical data based on number of visitors on the website. HMV must
register the website on Google Analytics to identify the performance of its campaign. After
registration, it will receive:
 Number of visitors
 Number of pages viewed by the visitors on the website
 Number of visitors who closed the website after just viewing single page. It is known as
bounce rate percentage.
 Time taken by visitors to view the pages of website. This is known as average time on
site.
 Identify the visitors who have visited the website for first time (Alhlou et al, 2016).
UTM (Urchin Tracking Module) parameters can be utilised in the URL of the website for
providing more information about the campaign to the Google. It helps to identify various
elements related to the campaigns which are explained as:
1. Source of Campaign: The source generally describes the main source of the website. In
case of HMV, if it is placing the link in Email or Newsletters, then the source can be the
‘Newsletter’.

2. Medium of Campaign: HMV uses pay per click for describing the activity of campaign.
It can also use review option as a medium of campaign on a bloggers site.
3. Name of Campaign: Multi Channel Strategy stands for the name of campaign in case of
HMV.
4. Term of Campaign: It is used for tracking specific keywords.
5. Content of Campaign: It includes content related to marketing of campaign which
attracts more number of visitors and drives traffic in an effective manner (Qin et al,
2017).

L3
6. Summarise the key tasks and activities that should be incorporated into an effective digital
marketing strategy for HMV
HMV must take care of certain tasks and activities while incorporating the digital marketing
strategy. Various activities include:
1. Identification of goals and opportunities: HMV must focus on defining the objectives
and goals of its team and members. After defining the objectives it is important to
identify the competitors and opportunities in the market. Platforms must be identified so
that so that HMV can connect with its customers.
2. Creating Marketing Strategies: HMV must ensure that its strategies must accomplish
business goals and objectives. This can be done by taking in account of various elements
such as: Audience: Targeting of audience plays an important role for effective running of
campaign. Target audience must be in accordance with the business group. Goals: Goals related to multi channel strategy include increase in web traffic, more users,
increased revenue and many more that helps HMV to run the campaign efficiently. Channels: Channels must be chosen in an effective way so that HMV can reach its
targeted audience. Budget: Cost must be calculated in terms of resource, money or time to calculate the
entire profit from that campaign.
 Time: Time duration for running the campaign must be specified.

CONCLUSION
By studying the report it can be concluded that digital marketing in the era of digitisation plays a
vital role in the growth and development of businesses. Various businesses utilises various
traditional methods of marketing and rolled out behind in the market because of using old
techniques. So it can be also concluded that traditional methods of marketing are not cost
effective and consumes of lots of time as compared to digital marketing techniques. Email
marketing is compared with digital marketing with reference to HMV business and found that
digital marketing has various advantages as compared to Email Marketing. It is also important
for HMV to take various measures for effectiveness of digital marketing strategy as well as tools
must be utilised for analytical measuring of campaign.

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