Improving Digital Marketing for Boo.com

Digital Marketing 1
Student’s name
University
Digital marketing
Date

Digital Marketing 2
Executive summary
The purpose of writing this report is to analyze how Boo.com digital marketing could have
been improved. The paper will discuss the differences between traditional and digital
marketing and outline the reasons why Boo.com should invest in digital marketing. The
paper will also discuss how the company could have employed different techniques to
develop and create effective and integrated digital marketing methodologies across all of its
digital domains. This would have prevented bankruptcy to the company.

Digital Marketing 3
Table of Contents
1.0 Introduction..........................................................................................................................4
2.0 Difference between traditional and digital marketing..........................................................4
2.1 Reasons why it would be important for Boo.com to invest in digital marketing.............5
3.0 Web optimization techniques that could have been used by Boo.com to improve
performance................................................................................................................................6
4.0 Techniques that could have been used by Boom.com to improve customer relationship. . .9
5.0 Pay-Per-click advertising and Online Display & Video....................................................12
6.0 How Boo.com could have incorporated Email Marketing into its marketing strategy......14
7.0 How Boo.com could have utilize ongoing analysis and digital marketing management
options......................................................................................................................................15
8.0 laws and regulations that must be considered in developing digital marketing strategy...16
9.0 conclusions.........................................................................................................................16
10.0 References........................................................................................................................18

Digital Marketing 4
1.0 Introduction
Boo.com was founded in the year 1998, it was a European company which was operating in
its main office in London. The company was founded by three entrepreneurs from Sweden.
Kajsa Leander, Ernest Malmsten and Partrik Hedelin. Leader and Malmsten had business
experience in special publishing, initially, they had created specialist publisher and online
Bookstore which they called Bokus.com, this company was rung the third largest in the world
in e-retailer behind Barnes & Noble and Amazon (Ryan, 2016).
The company collapsed on May 2000 because the investor's funds were not raised enough to
meet the increasing marketing cost, wage bills, and high technology demands. This paper
would explain various ways on how Boo.com failures would have been prevented (Rowley &
Keegan, 2017).