Digital Marketing Strategies and Tools

This assignment provides an overview of digital marketing strategies and tools used by businesses to engage with customers and promote their products or services. It includes topics such as search engine optimization (SEO), social media marketing, email marketing, and personalization in email marketing. The assignment also covers how to measure and analyze digital marketing campaigns, as well as the importance of digital marketing skills for communication industries.

Running Head: DIGITAL MARKETTING
DIGITAL MARKETTING

DIGITAL MARKETTING 1
Table of Contents
INTRODUCTION.................................................................................................................................2
IMPORTANCE OF INVESTING IN DIGITAL MARKETTING....................................................2
USE OF SEARCH ENGINE MARKETING TACTICS IMPROVES VISIBILTY..........................2
STEPS UNDERTAKEN TO DESIGN AND EFFECTIVE SEO......................................................3
STEPS UNDERTAKEN TO DESIGN AND EFFECTIVE (Pay per click) PPC...............................3
STEPS UNDERTAKEN TO DESIGN AND EFFECTIVE ONLINE DISPLAY AND VIDEO
ADVERTISING CAMPAIGN..........................................................................................................4
CONCLUSION.....................................................................................................................................9
REFERENCES........................................................................................................................................10

DIGITAL MARKETTING 2
INTRODUCTION
Digital marketing refers to marketing of products and services by using various digital
channels in order to reach large number of customers easily. In today’s era, to promote new
services or products in the market, online marketing is used. Online marketing has the ability
to promote the product to larger audience by reaching at the right door. Instead of using old
traditional methods of ‘interruption marketing’ where lot of efforts are required to make the
product available for the audience, digital marketing is a better way. This report contains the
details about benefits received and the strategies made by HVM to promote their products
through digital channels. Various methods are used to mmeasure the success of HMV's and
the impact on its growth by using digital strategies.
IMPORTANCE OF INVESTING IN DIGITAL MARKETTING
Digital marketing helps in finding the goals of the competitor and knowing about their
strategies which contributes in reaching wider audience in short span of time. Previously
HVM used to promote the branding of products by launching loyalty programs, to reach to
the customers. The perceptive of HMV was to reach larger audience therefore digital
marketing was used for better advertisement. Online marketing reaches to every type of target
audience, aiming to spread awareness of the service everywhere (Armstrong, et al., 2015). It
is important for HMV to invest in digital marketing capabilities to compete with other
companies. As majority of the competitors are using online marketing, that helps in bringing
the services and products online. This in turn helps in growing the business and also provides
flexibility to customers. On the other hand digital marketing also supports HVM to know
what others competitors are doing like HMV stores include books, audio, videos as well as
wide range of movies and music. To promote these services HMV has launched various apps
and online stores for better marketing.
USE OF SEARCH ENGINE MARKETING TACTICS IMPROVES VISIBILTY
HVM also uses sources of digital marketing for promotion of products; online
marketing is cost effective as it has lower cost budgets as compared to traditional marketing
strategies. Digital marketing is of no use if customers cannot reach to the website. Therefore
it is important to increase the traffic of the website or change the flow to get more traffic on
the site. As more traffic means more customers that means more profit to the business (Tiago
and Veríssimo, 2014). HVM want that the customers spend more time on online site so that
business could be expanded. It is true in today’s world there are various ways to attract
customers to website and get large scale of audience. It is done by online marketing as there
is ease of accessibility of internet. While accessibility is simple but to grasp the online traffic
it can be done by marketing strategies. Blogging is one of the ways to increase traffic to the
website, as blogs helps to enhance the business by attracting more traffic. To increase the
volume of sale and improve return on investment HVM approached to search agency. To
improve the visibility of the site and to compete with the one serving same services Search
Engine tactics are used. To bring the website on the top lists a large number of keywords are

DIGITAL MARKETTING 3
prepared of all the available products and groups. As using keywords help the company to
come in highly searched items. The searched traffic is directly linked with the keywords
decided. Getting the brand online is easy but to come in top search perceptive is achieved by
using SEO (Search Engine Optimization). Once the list of keywords is bided for a strong
search engine, the next step is to tackle organic search engines(TechMagnate, 2017). As
search engines like goggle, yahoo contributes to major traffic on the website. SEO acts like a
magic for business, as it open a doors for long term marketing of the business (Yasmin,
Tasneem and Fatema, 2015).
STEPS UNDERTAKEN TO DESIGN AND EFFECTIVE SEO
Keyword Research- It is an important step for building SEO, analysing the keywords
contributes in optimizing search results. For HMV, keywords should cover all the music
streams, books names, popular magazines, television series, games and everything related to
fashion or cinema. The list of keywords should include the entire artists name as well as the
latest updates (Envato, 2016).
Competitive Intelligence- After making the list of keywords, it is important to look what the
competitors are serving globally, what they are lacking in or where they are ranked in. If
detailed analysis is performed about the competitor, it could be easy to decide the future plan.
As the cost of SEO is dependent on how many same competitors are available (Envato,
2016).
Web Design and Development and Getting Inbound Links- The layout of the website and
it presentation is also important. The website should be designed which supports search
engine friendly design. Other than that it is important to get first inbound link by any vendor
to increase links to the website (Envato, 2016).
Getting Sitemap – It is a method to register the site to the search engine by sending them the
report and other information related to the site. As in case HMV, a report is sent regarding the
products that are delivered and in which regions the services are offered (Envato, 2016).
Web Analytics- To track the effectiveness of the site, it is important to determine the success
area by analysing the parts where site is lacking. After getting the sitemap done HVM uses
web analysis that helps to determine in which area improvement is needed and in which lanes
marketing is needed to pull more customers (Envato, 2016).
Content Building and Link Building- To escalate the traffic to the site content and link
building is used. HMV sells good quality products but showcasing relevant content is a
medium for business growth. HMV promotes advertising the blogs services that are offered
to increase the traffic. Other than that creating links between independent pages helps to gain
ranking in SEO.
Trust and Community Building- Before expanding the services online and increasing links,
it is important to be authorized and build trust to explore the business globally.
Getting Ranked- Looking for marketing campaigns and improving ranking is crucial. As
getting the traffic is directly related to the ranking of website.

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STEPS UNDERTAKEN TO DESIGN AND EFFECTIVE (Pay per click) PPC
It is an internet adverting tool to create clicks for the website. Setting PPC is important and
steps undertaken are (Ryan, 2016).
Setting Goal- It is important to set a goal or objective for building an online marketing plan.
Identifying the key objective of HMV and planning the campaign accordingly helps in
getting more traffic. If the marketing objective is clear and precise, lead generation could help
in boosting the sale. Also for each objective a proper plan is created according to the
requirements (Bolger, 2015).
Choosing Platform- Various channels are available for pay per click, like Facebook, Google,
yahoo and other social media platforms. Platform need to be chosen wisely as it provides
advertisement of the service.
Target Planning- After selecting a proper platform it is important to select the target
audience. Audience could be targeted according to the location or according to the type. Geo-
targeting allows the advertisement to appear in a specific location. It can help in optimizing
the result. Also targeting user according to the type helps in customizing the ads to certain
device or operating system.
Keyword Research- Creating a list of keywords by researching about by the trending
activities. List of core keyword is created to get more customers and uplift the growth of the
business. It is also important to check the list of keywords by reviewing them on the basic of
cost. The keywords which are not contributing to any traffic are removed a new keywords are
built.
Writing Effective Advertisement Text- Advertisement is a key to marketing as it promotes
services and products on search platforms. Advertisement is made innovative by the text it
contains, thus it is important to write a creative text that is appealing to the audiences. Strong
text gets more traffic to the site as it attracts more customers. Also adding ad extensions give
extra benefits it ensures that high quality is been served (Ryan, 2016).
Optimizing the Landing Pages- When a user clicks on the ad it gets redirected to the
landing page. As the quality of landing pages is important factor to determine the score of
traffic. Optimizing the landing page by providing a proper description of the product helps in
receiving more customers (Ryan, 2016).
Monitor Competitors- For marketing strategy benchmarking is a key factor. It is important
to keep an eye on the competitor, how they are growing, what strategies are undertaken by
them, what keywords are used by them helps in planning a good plan. So that plans could be
designed smartly for better growth(Ryan, 2016).
Installing Conversion Tracking Code- HMV being a part of retail industry has many
keywords related to all the products, thus tracking code helps in knowing which keywords are
actually profitable. So that keywords which are not offering profit could be removed.

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STEPS UNDERTAKEN TO DESIGN AND EFFECTIVE ONLINE DISPLAY AND
VIDEO ADVERTISING CAMPAIGN
Branding the objective to target audience- Reaching to large customers can be achieved by
online advertising. It is very flexible approach as everyone surf the internet, so it helps in
reaching large prospective audience. HMV tries to increase the sale of product by offering
special discounts and offers that aims in getting more customers (Ramos and Cota, 2010).
Increasing marketing funnel- Building same kind of brands ads like the competitors helps
in understand the marketing strategy in a better way. Accordingly plans can be decided to
offer more benefits to the customer as compared to the benefits offered by the competitor
group.
Creative design- Ads are generally designed to capture customer’s attention. Thus it should
be designed in an innovative manner by using a picture and an addictive tagline; which would
help to rasp more users. Ads should include fewer words but should depict the entire story to
drive the target audience (Ramos and Cota, 2010).
Choosing right source of media- Once the ads, images and videos are prepared it is
important to publish these things on the rick media platform. As research shows that users are
more likely to click on the rich media ads.
Measuring ad impact- Metrics is used for checking if the online display and videos are
effective or not, that they are giving some productive value or not. To check how well the
banners are performing the cost of lead accomplished by the banner is calculated. It is
important to measure as if the cost is productive or not this could be done by different
methods adopted by HMV(Weideman, 2017).
HMV can target the audience through Search Engine Marketing
Various footsteps flowed by HMV to get audience are:
It is true that customers look for the product online due to flexible access. To ensure that
HMV gets audience it showcases content that supports brands, by showcasing all music
channels, books available and other products in an innovative manner. As the client focuses
on the appearance of the website, HMV can develop an innovative website to provide good
experience to customer. It also has an contract with Lynchpin which monitors the information
of HMV and track the customers online so that flow of traffic can be identified(Cui and Hu,
2011).
Content marketing also attract customers
To ensure that site contains best content will help in getting real and long term customers.
Appearance of the site just helps in getting customer in one run, but building a strong relation
with customers is directly related to the content it offers(Baye, Santos and Wildenbeest,
2016). To make sure that site operates in an optimum way it is important to use correct
keywords. Content is crucial part of marketing as it directly indicates about the services and
products (Baltes, 2015).
Laws and guidelines need to be taken with regards to Search Engine Marketing

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While selecting keywords for the website, it should be noted that keywords should not be
translated. Also the website should use proper copyrights standards so that the site can be
showcased in the search result. Also a large amount of data cannot be copyrighted. Similarly,
the website should be free from false data and keywords as it affect the quality of content.
Other than that site should be legally registered before being part of SEO
(Holliman and Rowley,2014).
Email Marketing and Social Media Marketing
Email marketing has completely changed the game for small business. As sharing the
information through Email helps in getting new audience for the company and increases the
traffic on the site. Email marketing for HMV is used to promote the offers and discounts on
the products so that customers get enhanced towards the site. As the customers of HMV give
the feedback using Email, thus it can be used as a great source for marketing. Email
marketing also offers exclusive values so that user can subscribe as well as it attracts more
customers by the content (Zhang, Kumar and Cosguner,2017). Benefits of email marketing
are getting interested users to the site as the one who are concerned by seeing the email will
only visits the site. In short email marketing can be done in a cost effective budget as well as
it helps in reaching large amount of users. It provides world-wide exposure of the product. It
helps in engaging the audience for longer run, making connections and building trust to get
permanent clients. Regular E-mail reminders about new products, or bounce offers helps in
getting users. Email marketing delivers services and engages the user for a longer time. Email
marketing helps in optimizing the business needs as research showed that purchase of HMV
products is contributed by marketing emails as most of the customers are available online. It
is true that users check their emails at least once a day. By writing optimal subject lines helps
in getting more audience attracted towards the business (Sahni, Wheeler and Chintagunta,
2018).
Social Media marketing provides an opportunity to reach to the target audience. Reaching the
audience via social media is easy as it touches every door of target users. For business, social
media marketing act as a crucial point in the growth and making profit. Similarly, HMV uses
social media marketing by showcasing the products and services online. It also publishes new
service and products online to reach to extensive customers (Wu and Liu, 2016). It is also
beneficial as it helps in getting feedback from the users so that improvement can be done
easily. It is a faster way to reach to the audience and users can remain active all the time. It is
a cost effective approach for marketing, as well as it targets to all kind of target audience.
Social media marketing is helpful for HMV as it helps in knowing the interest of customer, so
that marketing plans can be made accordingly. Social media marketing can be overwhelming
as it independently sufficient to reach to user in minimum time. Social network has covered
every area on the globe as billions of users can be reached in a short span of time. In case of
HMV which is retail store serving the products of youth’s interest like music libraries,
television and movies series(Patrick, et. al,2014). Thus advertising about these products on
social networking site is worth it, as youth is active on social networking site all day long.
Hence, advertisement of their interest will drive them to look more about it; which in turn
will increase the traffic of the site (Ashley and Tuten, 2015).

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There are various marketing channels to attract more customers, considering the case
for small businesses first. Small businesses are looking to get more customers to grow their
business. This can be done by using social media platforms like Facebook, twitter for
promoting. As these sites are easy and flexible to use, it offers a great way to reach to all kind
of target audience. Twitter is one of the powerful tools to engage customers, similarly posting
or promoting products via pinterest helps in generating interest in customers. These
marketing channels are very useful for start-ups who are initially looking for
customers(Abdullah, 2017).
For attracting and engaging new customers, best marketing channel is digital
marketing. As for expanding the business and making the lifestyle easy social media
marketing methods are used. It helps in engaging the customers and obtaining feedback in a
real time form customers. It provides various facilities and features for promoting their
customers effectively. Additionally it helps businesses to nurture relationship with customers
for long term. It is true that everyone in the society relies on digital devices and services, so it
right to promote in the section where target audience is already present(Ahmed and Hussen,
2015).
For optimum marketing and keeping the customers stable and for longer run email marketing
could be used as it gives personal messages to an individual. This serves as a great medium
for communicating with the regular users, telling them about discounts and offers it can
provide to special users. Thus getting customers is easy but keeping them permanent is a
difficult task. The key to keep customers for longer run is doing something of value or their
interest so that audience are easy to pitch. This can be easily done by posting the products
regularly, so that clear picture could be created in customer’s mind, about what actually we
provide (Oregon State University, 2016).
Website optimisation techniques improves website performance
After launching a website, there are many things that need to be considered for
boosting the performance of the site. Optimizing the speed of website and getting higher load
space will contribute in improving the performance. Like HMV has some of the basic pages
that every customer would visit, thus keeping those pages in the caching section on the
browser enables the website to boost the speed significantly. As the customers looking for the
products or searching for some television series on HMV’s website, the total response time
should be less so that it helps in grasping user’s attention and will prove for a longer stay of
the customer on the site. Also HMV sells many products thus having large number of images
that usually take a long time to load, which is the reason of customers switching to other
website. For this problem compression method can be used where large pages take more time
to load is compressed to smaller images but marinating the speed. Like if a page has great
quality content and images compression is the best web optimization techniques and helps in
boosting the load time(Jain, Ahuja and Medury, 2015).
Websites are important part of the business as it showcases the impression of product,
good and services. Managing the site traffic is important as it should not affect the speed or
performance .Thus to maintain the user experience speed needs to be maintained, as speed is

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a critical element for running an effective website. It is true that faster loading websites are
beneficial and provides better user engagement and have higher conversion rates which
results in good SEO ranking (Killoran, 2013).
Another factor to be taken care to improve the performance of HMV website is, controlling
HTTP requests as more number of requests slower the web page. Thus the products should be
categorized and kept in a single file so that round trip of searching can be reduced. Also while
developing the website extra code should be removed like comments and spaces that are not
needed. For HMV, which is being used all day long should use cloud to keep the data. There
are major advantages to offloading your website and monitoring the site on a cloud-based
host, it decreases the cost of website and increases the scalability and efficiency(Royle and
Laing, 2014).
Apart from the external efforts it is important to keep an eye on which order products are
loaded. If the products are loaded in the correct sequence it will decrease the response time
and enhance the performance of the website (Mills and Plangger, 2015). As HMV has major
role of downloading, as users mostly download music files and series thus it is crucial to
decrease download size. Other approach is using Content Delivery Network (CDN), it is a
network of servers which is located at different geographical locations. Each server stores the
copy of files present on the website. So that whenever a visitor requests for a file on the site,
the file searched on the nearest server and is delivered from the nearest server so that user
experiences lightest load at the time. Thus in case of HMV products copies are saved in
nearest server so that whenever customers listens to latest libraries it could be fetched from
nearest servers. Thus this setup is used to have a significant impact on page’s overall
performance (Lemonstand, 2018).
To increase the performance of website it can be done by minimizing the resources by the
means of removing redundant characters from HTML code and CSS file that is not required.
This speeds up the load time because it reduces the total amount of space occupied by code
that need to be bided from the server again and again (Weber, 2010).
And at last but not the least, it is important to optimize database. Removing the old products
which are of no use now or removing old tables which do not contain relevant data. In case of
HMV there are certain products or music libraries which are not available now or the
products are out of stock. Thus cleaning out all the old unused indexes is important for faster
access (Singh, Veron-Jackson and Cullinane, 2010).
Measuring the success of HMV's digital strategy
Metrics- HMV uses traffic metrics to track the actual flow of traffic, from where the
customers are coming in the businesses. The motive of these metrics helps in measuring site
traffic; it focuses on how many unique visitors’ visits the site per day or week. As it helps
HVM to do marketing in the area from where the traffic is driven to the website.

DIGITAL MARKETTING 9
Other than that conversion metrics are also used by HMV to mmeasure how many
visitors visiting the website are actually converted into valuable lead or proves to be a
tangible sale for the company and checking the digital marketing success.
Hootsuite- It is another tool used to measure the success of website. It is mostly designed
for managing numerous social media channels at one single place so that the problem of
switching between applications can be resolved. It case of HMV it manages the links of
products or content description of the services and the performance of social media team.
Google Analytics- It is a tool that is used for analysing the data and its processing. It is used
by HMV to analyse the performances of the pages of website as well as checking on different
marketing channels used during the campaign. This method prepares a report telling all about
the data information, that the content on the website is beneficial for the business or not
(Edelman, 2010).
Mixpanel- It is an important tool that provides analytics of the entire product as well as the
latest trends in which customers view or purchase the products or service. It provides the
capabilities of understanding the customers in a better way that could help the company to
grow (Stokes, 2011).
An Effective Digital Marketing Strategy for HMV
 Detecting Objectives- It is the first step to briefly describe and understand the goals of
the company. HMV is retail store so steps are taken to capture more market shares
and increase profit margins.
 Research & Analysis- Next step is a researching phase in which audits are made to
understand the market strategies deeply and target the right audience to discover the
real perception.
 Engagement Plan – After understanding customers’ needs and competitors services it
is necessary to develop engagement planning. This plan is used to connect and engage
the right audience.
 Creating Effective Development Plan- A proper plan should be taken by HMV
regarding what marketing strategies need to adopted and actions taken to meet the
profit level of the company. To gather more customers HMV uses effective
techniques.
 Measuring The Results- It is the most important step, by checking that all the
marketing strategies are working correctly and are producing some effective output
that leads in calculating the profitable cost (Hall, 2016).
CONCLUSION
It can be concluded from the report that among all the marketing strategies, digital
marketing is the best technique. It is used for promotion of products or services using
different electronic media platforms. It is extremely important for gaining rapid growth in the
business as it is the future of marketing and the source to get more customers to the company.
In order to have an online business digital marketing strategies are used. The success of

DIGITAL MARKETTING 10
marketing can easily be measured by analysing the traffic to the site. Thus it helps in
attracting new customers and building a long-lasting relationship with the user.

DIGITAL MARKETTING 11
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