Digital Marketing Essay

This essay analyzes the digital marketing strategies that Boo.com could have implemented to improve its performance and overcome its challenges. It explores the differences between traditional and digital marketing, website optimization techniques, and the importance of SEO, social media marketing, content marketing, PPC advertising, and email marketing. The essay also provides insights into ongoing analysis and management of digital marketing methods.

DIGITAL MARKETING

Table of Contents
INTRODUCTION.....................................................................................................................................3
MAIN BODY.............................................................................................................................................3
1. Difference between traditional marketing and digital marketing and its importance to boo.com........3
2. Website Optimization techniques utilized by Boo.com to improve performance of website...............5
3. how Boo.com could have used Search Engine Optimisation (SEO), Social Media (SMM) and Content
Marketing....................................................................................................................................................7
4. How Pay-Per-Click advertising (PPC) and Online advertising increase brand awareness and website
visibility amongst competitors.................................................................................................................8
5. How Boo.com incorporates Email Marketing into its digital marketing strategy to attract and retain
customers.................................................................................................................................................9
6. ways by which the firm will make use of ongoing analysis and management of digital marketing
methods discussed.................................................................................................................................10
CONCLUSION........................................................................................................................................11
REFERENCES........................................................................................................................................12

INTRODUCTION
Digital marketing is defined as a method of marketing through which customers are
provided with details of their products and services using technological tools for promotion of
their products and services. This study is based on Boo.com which is involved in a retail business
and producing products and services such as clothing, cosmetics etc. this organization is selling
its products and services through their online website and attracting customers from around the
globe. This assignment will include the difference between digital marketing and traditional
marketing and importance of digital marketing to Boo.com. Furthermore, it will include website
optimization techniques utilized by Boo.com. This study will also include about social media,
content marketing and search engine optimization for retaining their customers. Moreover, it will
provide understanding of pay- per – click advertising and online display to increase brand image
and website visibility among its competitors. Also, it will explain about Email marketing
incorporated as digital marketing strategies to attract and retain customers. Also, it will provide
analysis for management of digital marketing methods.
MAIN BODY
1. Difference between traditional marketing and digital marketing and its importance to boo.com
BASIS TRADITIONAL
MARKETING
DIGITAL MARKETING
Definition Traditional marketing
techniques refers to the ways
which are used by company
for years and include use of
traditional methods.
Traditional methods are used
which does not include use of
technology for promoting the
Digital marketing is as
method which are used by
organization to attract more
customers through the use of
digital technologies for
promotion and advertising of
the products and services of
company.

product and services of the
organization.
Promotion methods Traditional method uses print
advertisement, billboards,
pamphlets, TV, newspaper
etc.
Digital marketing includes
internet marketing, email
marketing, search engine
marketing, content marketing
etc. these tools are used to
promote the products and
services of the enterprise to
attract and retain customers.
Cost Traditional marketing
involves lot of cost for
advertisement in newspapers,
magazines etc(Royle and
Laing, 2014).
Digital marketing tools such
as social media etc. involves
low cost as compared to
traditional marketing.
Effective marketing Traditional method of
marketing is not effective for
promotion of products and
services of organization as it
does not provide surety of
how many people watched
their advertisement in
newspaper and magazines.
Digital marketing method is a
most effective tool for
promotion of product and
services as it involves use of
digital technologies which are
normally used by every
person.
Brand development Traditional method of
marketing does not provide
support to organization in
development of the brand by
using marketing tools which
are not used by many people.
Digital marketing tools assist
in developing the brand
image by promoting the
products and services using
social media websites which
are used by wide range of
customers provide advantage
to company in increasing
their customers base by
developing their brands
image over the internet.
Publicity Traditional marketing does
not provide quicker publicity
of the products and services
of the organization because of
the use of traditional tools for
promotion of the products
and services.
Digital marketing methods
assist in quicker publicity of
the products and services of
the company by using
technologies which are faster
way for promoting the
products and services to
customers(Ryan, 2016).
Importance of digital marketing for boo.com

Digital marketing assist in promotion of products and services in order to attract
customers from different regions and retain them in business by providing them high quality
products and services(Stephen, 2016). Digital marketing is important for improving the
performance of the organization to increase their customers by reaching to wide range of
customers using technologies. Digital marketing provides various benefits to Boo.com such as:
 Digital marketing is important for Boo.com to reach the target audience for
promotion of its products which includes sports accessories.
 Boo.com by investing in Digital marketing can its sales by targeting the
customers from all over the regions and also assist in providing its products and
services beyond the boundaries with the help of digital marketing tools(Levy and
Gvili, 2015).
 Boo.com can also increase its brand image by using digital marketing tools for
promotions of its products such as social media websites , search engine
optimization etc.
 Boo.com by using digital marketing can provide its customers with customers
services which assist in retaining its customers in the organization (Taiminen and
Karjaluoto, 2015).
 Digital marketing is important for Boo.com to increase its profitability and market
share to become the leading retailer for the sports clothing in the world.
 Digital marketing is important for Boo.com to compete with its customers by
using effective digital marketing strategies to increase its customers for providing
them products and services of the company.
 Digital marketing also helps in gaining customer’s trust and loyalty which is
important for the growth and success of the organization.
2. Website Optimization techniques utilized by Boo.com to improve performance of website
Website optimization is a technique to modify the website to increase website visibility
of site on search engine and reduce traffic and improve the performance of the website to easily
connect with customers(Web Performance Optimization ,2017). Website speed optimization
influence the key factors of website success such as conversion, visibility and usability. Website
conversion is important for the growth of business as it assist the company in getting visitors to
purchase the product (Karjaluoto, Mustonen and Ulkuniemi, 2015). Conversion rate will be high
if the page is loading faster. Visibility is influenced on the basis of time required by the users to
find the website. Rank of the website is provided on the basis of its load time. Usability include
website load time, page speed etc. which have their impact on the loyalty of customers. There are
various techniques through which performance of the website is improved such as :
 HTTP request reduction : The performance of the website is based on the request of
HTTP. More HTTP request will make the web page slower to load which will affect the
performance of website. To reduce this number of individual pages elements are
reduced using resource consolidation which assist in bundling the smaller files and
images into one file(Leeflang and et.al., 2014). Reduction in HTTP request is the most
effective techniques for website optimization that helps in improving the performance of

the website. Boo.com can utilize this technique to improve the performance of the
website by reducing the HTTP request the web page will load the page faster and thus
increase customer satisfaction.
 Code minfication : This is a website optimization technique used to improve the
performance of website by use of code minfication which helps in removing comments
and extra spaces to minimize code. This also assist in differentiating discrepancies
between code written by web developers and network elements that interpret code.
 Image optimization: image optimization technique s used to reduce the image size
which are too heavy and take more time to load which affect the website performance.
Website in order to reduce the load time must use tools such as JPEGmini, Tiny PNG
which reduces the size of the image without reducing its quality.
 Cloud based website monitoring : This techniques helps in reducing the load time and
also there are various advantages of adopting cloud based technique for monitoring the
website which include cost, efficiency , scalability etc(Kannan, 2017).
 Database optimization : These technique helps in removing unused tables and data for
faster access which helps in improving the performance of the website.
 Web caching optimization : It refers to the techniques which helps in reducing the server
load, bandwidth usage etc. web catching software is used for storing copies of
documents passing through their system. This helps in faster speed and save server time.
 File compression : web pages are constructed from code files such as java script and
HTMl . File compression helps in reducing code files which will support in improving
the load time(Benz, and Tanner, 2017). File compression assist in reducing complexity
of code files which will save server time and load the web page faster.
 Hotlink protection : It means restricting HTTP referrers in order to prevent website. It
helps in saving bandwidth by prohibiting sites from displaying the images of company’s
websites.
Boo.com utilized the above techniques in order to improve the performance of its website by
improving its load time and by fostering speed of website by identifying the traffic over site and
using techniques to reduce the traffic which affect website load time and reduces its
speed.Boo.com used file compression to remove unused files from site to faster speed of website
to provide satisfactory services to customers. Website optimization techniques helps in
improving customer experiences which assist in retaining them business and also provide them
with high customer services to enhance their experience.
Boo.com uses website optimization techniques to improve their performance which will
assist in providing tough competition to its competitors and also assist in increasing organization
profitability which will help in the success of company(Tiago and Veríssimo, 2014). It is useful
for Boo.com to use web optimization technique to attract more customers towards the brand by
providing them with high services and faster speed of the website by removing the unused data
and files which affect the performance.

3. how Boo.com could have used Search Engine Optimisation (SEO), Social Media (SMM) and
Content Marketing
Looking at the impending and effective placing of the conditions related to bankruptcy
and brand failure, Boo.com will see through the proper handling and allocation of the operations
that will help the organization to carry out their operations in much effective and significant
manner. As with the increase in the overall customer requirements and demands and wide spread
use of technology on a greater extent, various digital marketing measures like search engine
optimization (SEO), Social media marketing (SMM) and content-based writing is utilized. This
will help in the proper management of the business operations and thus will help in the proper
management of the business operations and action plans that will support a good management of
business operations and action plans in much effective and suitable manner. The proper
management of the business operations and activities in much effective and suitable way. The
various measures undertaken are as follows:
 Search Engine optimization: it is the operation that is been taken in consideration by the
organization in much effective and significant manner. The adoption of the effective
algorithms that are been adopted by the organization will help the organization to
enhance the quality of operations and thus will support the proper management of the
getting a positive traffic towards the website. It will also help the firm to enhance the
quality of operations and thus will support more and more customers getting the reviews
of the organization in much effective manner. This will involve the improving of the key
word-based searches that will help the firm to gat more pay per click. This will see
through the proper management of the business operations that will support the effective
placing of the business actions and effective planning of the operations that will support
the proper management of the needs and requirements of their customers.
 Social media marketing: The suitable placing of the proper business operations is based
on many social media platforms that are taken in consideration by the firm. This will also
help the fir to enhance the quality of operations and thus will also support a proper
management of the business activities in much suitable manner. As with the passage of
time, the users of social media platforms have been increased drastically with proper
management of global approach in one go. This helps the firm like Boo.com to get the
better insight about the ongoing market trends and thus support a good management of
the business operations in much effective manner. Besides this, it will also help the firm
to endorse and promote its sportswear and other products among its customers in much
effective manner. This will help the organization to plan the business strategies in much
effective manner.
 Content based marketing: This will help in the proper rise in the overall marketing
approach that will help the organization to carry out the proper management of business
operations and action plan in much effective and suitable manner. This is required to be
taken in effective placing of the operations that will support the proper management of
the business operations and action plans in much suitable and effective manner. This will
also help the organization to carry out business activities in much suitable and effective
manner. As the Boo.com is operating in the sportswear segment, the firm can opt for the
proper management of the business activities and operations in much suitable manner.

This will help the firm to enhance the quality of products and services offered and reach
to highest number of customers in minimal time frame.
The increase in the overall operations and action plans will be the Key performance indicator
(KPI) that helps the firm to handle the quality of operations and meeting the customers needs and
demands in much effective way.
4. How Pay-Per-Click advertising (PPC) and Online advertising increase brand awareness and
website visibility amongst competitors
The pay per click and the online marketing is the effective placing of the business
operations and activities in much effective manner. This impacts the overall operations of the
organization and thus will support a good placing of the operations that will support a good rise
in the customer satisfaction level. This will help the fir to improve the quality of operations and
action plans that will help the organization like Boo.com to sell its products and services related
to sports wear in much effective in much suitable manner. Both the marketing or advertising
measures will help the firm to enhance the quality of operations and get a good customer base
within the market. This will also help in improving the overall performance of the business
enterprise in much effective and suitable manner. For the PPC version, the proper search engine
optimization and key word based searching measure can be taken in the consideration that will
help in the proper rise in customer satisfaction level. Other than this, it will help the firm to carry
out the proper management of the marketing operations that will support the effective growth
and operations and thus will support the proper management of the promotion of goods and
services by the organization.
The major reason behind the placing of the business activities like marketing using the
operations and action plans in much suitable and effective manner. This will help the
organization to carry out the business activities in much suitable manner. It also helps the
organization to carry out the business operations and thus will look after the proper management
of the brand management within the firm. This will help the organization to improve the quality
of products and services that are been taken in consideration by the firm.Boo.com will be
promoting its products and services in much effective and significant manner. The online
advertising measures involving the placing of an effective audio or video based commercial that
will provoke the customer to get the better services and improve the overall service qualities in
much effective and suitable manner. The online placing of the advertisement in the form of
image, audio or video based advertisement that will help the organization to carry out the
operations in much suitable manner. Apart from this, the channels used in the PPC and online
marketing wll help the firm to generate a good accessibility for the customer and thus will
promote the overall operations and thus will look after the proper management in much effective
and significant manner.
The overall implementation of these operations and activities will help the firm to
improve the quality of business operations and activities in much effective and efficient manner.
On the basis of these operations and activities, this can be said that the proper management of
business activities in much effective and significant manner. The budget related to it will be
decided and taken in consideration by the organization in order to gain a good share of

operations and activities in much effective manner. However the selected firm is required to
taken in consideration certain guidelines and legal obligations in order to carry out a proper
management in much effective manner. The following of the business operations and action
plans will help the firm to enhance the quality of operations and thus will support a good and
effective placing of the business operations and action plans in much effective way. Apart from
this, the PPC and Online marketing measures will support the proper management of the
business activities that will support the proper management of the business activities in much
suitable manner. The incorporation or adoption of these measures will support the firm to have a
good placing of the strategies in much effective and innovative manner.
5. How Boo.com incorporates Email Marketing into its digital marketing strategy to attract and
retain customers
The Email based marketing is the most general and professional measure of promoting
and effective and efficient manner that will support the proper management. The proper
management of the business operations and action plans that will help the organization to carry
out the effective promotional facilities in much suitable manner. This will also help the
organization to develop a good marketing strategy that will support the proper management of
the business activities in much effective and operations. Boo.com will look after the proper
management of the business activities in much suitable manner. It will carry out the proper
operations that will support the functions and thus will support the proper management of the
business operations that will support the effective placing of the business operations that will
support the proper management of the promotional activities. The email marketing is been opted
for the proper management of the business activities and thus will support the effective placing
of operations. It will help the firm to trake the trends and offer the customers with the suitable
operations and activities and operations in much effective placing of the operations. Other than
this, the email based services that will support the effective rise in the business activities in much
suitable way. Other than this, it will also improve the brand image, lurking in more customers
that will support the organization to have a good revenue generation. It will help the firm to have
a good retention of their buyers or clients. The digital marketing operations that will support the
suitable placing of the operations and thus will support the effective management and will
improve the customer satisfaction level. This will help the firm to enhance the quality of business
activities promoting the sportswear products and other services in much effective manner.
This will also make the company to draft the proper strategies in much effective and
significant manner to cater customers needs. I will help in the proper increase in the curiosity or
brand value that will help in the proper growth and development of the operations in much
effective management of the business operations that will support the proper management of the
business activities in much effective and suitable manner. Besides this, it will also help in
improving the good access of the organization in much effective and suitable manner. As the
email based marketing is one of the cheapest and secure measure of marketing, it will help the
selected sportswear enterprise to have a good rise in the business activities in much effective
manner that will help the organization to carry out the promotional activities and marketing that
is been carried out at the organization in much effective manner. This will also support the
proper management of the business activities adopted by the firm. Other than this, it will help

Boo.com to carry out the operations in much suitable manner which will help the firm to
promote the services that will promote the good rise in the business activities in much suitable
manner that will support the proper management of business activities on the online market. This
will also improve the overall market performance of the organization.
6. ways by which the firm will make use of ongoing analysis and management of digital
marketing methods discussed
The organization will see through the proper management of the business operations and
will support the effective management of various digital marketing approaches that will help the
firm to carry out the effective promotion facilities that will support the proper management of the
business activities and selling out their products and services. Hence this can be said that the firm
will adopt and utilize different digital marketing services in suitable manner to carry out the
business activities that will support the proper management of the business activities and thus
will support the good growth of the firm. Some of the major advantages of the various digital
marketing operations are as follows:
 Search engine optimization: known as the SEO, this will help the proper management
of the business activities and other operations that will support the proper management
that will that will support the proper management of the business operations of the
organization that will support the gaining the effective customer base. The key word
based searching and diversion of the online traffic will help the firm to promote the
effective selling of products and services in much effective way.
 Social media marketing: With the effective growth in the social media platform on
much effective manner, it will help the form to carry out the business operations that will
support the firm to gain a good idea about the trends that are on going within the market.
This will support the proper management of the business activities and thus will support
the gaining of a good customer base in much effective manner.
 Content based marketing: this is the effective placing of the superior management of
business operations in much effective placing of the business activities in much suitable
manner. This will also support the effectively selling the sportswear and related products.
It improves the overall sales and revenue generation and thus will support a good rise in
customer satisfaction level.
 Email based marketing: this is the cheapest and most cost effective way of promoting
the products and services. As it is person oriented approach, it will help the firm to have a
good accessibility and connectivity with the customers and thus will also help in
developing and offering the products accordingly. This will help the firm to have a good
revenue generation.

CONCLUSION
From the above study it had been concluded about digital marketing which was related to
promotion of products and services using technological tools such as social media, email
marketing, content marketing etc. This assignment has included differences between tradition
and digital marketing which has include difference on the basis of cost, effectiveness, publicity
etc. traditional marketing does not include use of digital techniques for the promotion of products
and services and include advertising through use of billboards, print advertisement and
promotion through pamphlets. This study has also provided with website optimization techniques
which have assisted in improving the performance of website using techniques such as hotlink
protection, code minification, file compression, image optimization etc. It has also provided with
understanding of search engine optimization, social media and content marketing to attract and
retain customers. furthermore, it has included about pay – per – click advertising and online
display advertising to increase brand image. Moreover, this study has provided with
incorporation of email marketing with digital marketing to attract and retain customers. This
study has also included ways through organization will make use of ongoing analysis and
management of digital marketing methods that has provided with search engine optimization,
social media marketing, content-based marketing and Email based marketing.

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