Introduction to Digital Marketing INTRODUCTION

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
(1) Traditional and digital marketing ..............................................................................................3
(2) Importance for Blockbuster company to invest in digital marketing.........................................4
(3) How Pay-Per-Click advertising (PPC) and Online Display (& Video) advertising ...............11
(4) Email marketing ......................................................................................................................15
(5) Analytics ..................................................................................................................................16
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

INTRODUCTION
The term digital marketing means that platform where the product and services can be
promoted at a large scale with the help of digital technologies. Here, the digital technologies
includes: display advertising, digital images, web pages, digital audio (Mp3 and electronic
books). The word BLOCKBUSTER means to be successful. It is a given organisation in this
project it deals in movie and video games. Founded by David cook and Wayne Huizenga in the
year 1985, parent company is DISH Network. Tools used by the organization are, search engines
optimization, social media, and content marketing to retain their customers for long term. It also
tries to distinguish difference between traditional and digital marketing, also focus on the website
techniques to improve performance as well as focus on the pay- per-click advertising (PPC) and
online display to create brand awareness and website visibility. The study shows the link
between Email marketing into digital marketing and how the company BOO.com can use the
digital marketing.
(1) Traditional and digital marketing
Company Blockbuster is a rental service giant for home movie and video games.
Founded by David in the year 1985, gradually turned out a big iconic brand in the field of video
rental space. Around 84,300 employees are working worldwide, and 9,094 stores are opened
across the globe. In the year 2010 the company turned out to be bankruptcy because of transition
in the digital model. In 2000 the CEO of the blockbuster company rejected the offer from
NETFLIX to purchase their company (Barwise and Farley, 2005). The rejection was done as
Netflix was a small company and was suffering financial losses. But in the year 2017, the same
company came up with 103.95 million subscribers and revenue of US$8.8bn.
Basis Traditional Marketing Digital Marketing
Meaning Traditional marketing means
the old methods used by the
company like print media,
billboards, radio, newspapers,
pamphlets etc. to promote its
product to the general public.
Digital marketing means
promoting the product
worldwide by the means of
digital technologies like
internet, mobile phones,
display advertising, web pages

etc.
Importance Traditional marketing is
important as it tells the
company how to get
emotionally attachment with
the customers and the product.
Advertisement is done to make
people aware about the
product by any medium. For
example: Pepsi company fails
in the digital marketing when
it decided to switch from
traditional TV adds to social
media.
Digital marketing is important
for the company as it tell the
company how the various
channels of digital marketing
helps in growth and expansion
at a large platform.
(2) Importance for Blockbuster company to invest in digital marketing.
In the era of 21st century everyone is on digital platform. Every company from small to
big industry are turning digital in their own ways. BLOCKBUSTER is associated with the video
games and home movies. Company should switch to the digital platforms because it is more cost
effective than traditional. The revenue generation is high and also the company can facilitate the
business to its targeted customers and helps to build brand reputation and image in the market. If
Blockbuster pays more emphasis on web based social networking it will help the company to
gain customers trust and loyalty towards their product (Chaffey and Bosomworth, 2012).Website
optimization
The term website optimization technique is a process to improve website's ability to drive
business goals. To speed up the performance of the website, website owner uses A/B testing to
examine the variation on pages of their website. It helps to determine which changes will result
in more conversions like demo request, increase in organic search and results, more customer
services etc. Blockbuster company wants to improve in websites performance because today's