Digital Marketing Strategy for HMV

Running head: DIGITAL MARKETING
Topic- Digital Marketing
Name of the Student
Name of the University
Author’s Note

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DIGITAL MARKETING
Table of Contents
1. Importance of investing in digital marketing capabilities for HMV...........................................2
2. Process of using search Engine Marketing tactics for improving website visibility...................3
2 i) Documenting the step that is undertaken for designing and effective PPC, SEO and online
display and video advertising campaign......................................................................................5
2ii) Identification of the processes through which HVM can target key audience through
search engine marketing..............................................................................................................6
2iii) Demonstration of procedure of attracting customers through content marketing...............7
2iv) Laws and guidelines that need to be taken into consideration with search engine
marketing.....................................................................................................................................8
3. Identify how email and social media marketing is used for attracting, retaining and engaging
new and existing customers for HVM...........................................................................................10
4. Illustrate the procedure that HVM of utilizing website optimization technique for improving
website performance......................................................................................................................12
5. Explanation of measuring the success of HMV digital strategy using analytics.......................14
6. Summarize the key tasks and activities that should be incorporated for effective digital
marketing strategy.........................................................................................................................15
References......................................................................................................................................18

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1. Importance of investing in digital marketing capabilities for HMV
It is identified that it is quite important for HVM to invest in digital marketing
capabilities instead of traditional marketing due to following benefits:
Digital marketing is cost effective: It is identified that by making proper investment on
online paid ads HVM can be able to attract number of audiences (Karimi and Walter 2015).
However, the cost that is needed is still cheaper as compared to traditional marketing.
Results as well as data are properly recorded: It is found that with the help of insight
tools as well as Google analytics that is offered by various channels of social media, an
individual can check campaigns of HVM at any time (Ryan 2016). In addition to this, HVM can
be able to see in real time problems that are associated with the online business and thus one can
adapt very quickly in order to improve the results.
Higher revenue: It is identified that higher conversion rates can be generally generated
with the help of effective digital marketing techniques. Hence, it will be helpful in delivering
loads of profitable benefits for the business in content to higher as well as better revenue.
Brand development: It is found that a proper as well as well maintained website with
proper quality content targeting generally requires adding values to the target that generally helps
in providing significant value for leading number of opportunities (Royle and Laing 2014).With
the help of advertising the brand name can be developed which further enhances brand revenue
growth expectancy.
Compete with large companies: The main importance of digital marketing generally
lies in the fact that it helps the organization to compete with various big organizations. Digital

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DIGITAL MARKETING
marketing generally helps in offering an effective as well as affordable marketing tactics
(Shankar et al. 2016).
Improve outreach: Digital marketing generally takes place online and thus it is
accessible to the global audience. However, traditional marketing is generally limited to a
particular geographic area. With the help of digital marketing, HVM can be able to gain publicity
quickly which will further helpful in enhancing the business prospects (Levy and Gvili 2015).
Real time results: With the help of digital marketing, businessman does not need to wait
for weeks in order to boost the business. The strategies of digital marketing are quite helpful in
increasing the number of visitors which is further helpful in enhancing conversion rates as well
as peak trading times.
2. Process of using search Engine Marketing tactics for improving website
visibility
HVM must utilize search engine marketing tactics for improving website visibility
amongst its various competitors for attracting more customers for the business. The tactics that
must be utilized are as follows:
Make website blog more mobile friendly: If an individual is utilizing WordPress then
it is very much necessary to check the WordPress theme in order to ensure that it is already
mobile friendly that is built with HTML5 (Pan 2015).
Identify keywords that are used by the competitors: It is quite necessary to utilize
proper tools such as Ahrefs, Keywordsspy as well as MOZ research tools for identifying
competitors as well as domain page authority.

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Utilization of more engaging images: In order to enhance the search engine visibility, it
is necessary for HVM to improve the visibility in search engine image results (Yang et al. 2015).
It is very much necessary to utilize relevant images with right title tags, alt texts as well as Meta
descriptions on the pages or blog posts.
Development of app for the business: In order to be more visible in search engine,
HVM must keep itself visible on Google app search result. For this, it is very much necessary to
hire an app developer who will help in developing the business app then it must be uploaded in
Google play.
Enhancing visibility in search engine new results: HVM must reach out new websites
as well as publications in order to write about the business (Xiang et al. 2016). The company
must submit their blog to Google news as well as Yahoo news while blogging about the latest
news and trends in the industry.
Encouraging visitors to share content on social media: It is very much necessary for
HVM to install different types social media sharing plugin on the website and blogs in order to
provide the visitors a way through which the company can be able to share the content across
various social media platforms.
Invest in social media ads: It is very much necessary for HVM to boost the best blog
posts on the social media with ads like twitter ads, facebook ads, and LinkedIn ads to enhance
the virality of the content on social media authority (Jerath, Ma and Park 2014). In addition to
this, it is very much important for HVM to boost the social media visibility of the company.

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2 i) Documenting the step that is undertaken for designing and effective PPC, SEO and
online display and video advertising campaign
The steps that are mainly undertaken in designing effective PPC, SEO, online display as
well as video advertising campaign are as follows:
Goal setting: It is very much necessary to set proper objective for designing PPC, SEO,
online display and video advertising campaign effectively. Proper identification of strategy helps
in planning for the campaign strategy (Dhar 2018).
Selection of platform: It is identified that there are number of platforms that are
available for PPC, SEO, online display as well as video advertising campaign ads like facebook,
yahoo, social media channels and more. It is identified that selection of proper platform
campaign strategy must be selected as per the ad campaign strategy.
Plan targeting: After setting of the campaign goal as well as selection of right platform,
the most important step is to plan the ad target for most of the audience (Edelman and Lai 2016).
There are generally two types of targeting method used and the methods include geo-targeting
method as well as device targeting method.
Keyword research: Key research is considered as a time consuming as well as
continuous activity. In order t utilize keyword research it is necessary to list the core keyword for
designing PPC, SEO, online display as well as video advertising campaign.
Use of effective ad text: Ad text generally helps in playing an important role in the
success of the ads (Mladenow, Novak and Straus 2015). It is identified that it is generally one of
the form of marketing communication which generally advertisers utilizes for promoting service
as well as product on various search platform.