Digital Marketing Report: Website Optimization and SEO for Boo.com

This report serves as a digital marketing consultant's analysis for Boo.com, a UK-based sportswear and designer clothing company aiming for global market dominance. The report begins by differentiating between traditional and digital marketing, highlighting the advantages of digital methods for reaching a broader customer base and enhancing brand visibility. It then delves into website optimization techniques, such as HTTP request reduction, file compression, code minification, and replacement of vector graphics, to improve website ranking and user experience. The report further explores the use of Search Engine Optimization (SEO) and Social Media Marketing (SMM) to increase website traffic, brand awareness, and customer engagement. Additionally, it covers Pay-Per-Click (PPC) advertising, online display strategies, and email marketing as essential components of a comprehensive digital marketing plan. The report concludes with an emphasis on ongoing analysis and management of digital marketing methods to ensure sustained success and adaptation to market changes.

Digital Marketing.

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
1. Traditional and Digital marketing............................................................................................2
TASK 2............................................................................................................................................4
2. Utilisation of website optimisation techniques........................................................................4
TASK 3............................................................................................................................................6
3. Use of Search Engine Optimisation(SEO) and Social Media (SMM).....................................6
TASK 4............................................................................................................................................7
4. PPC advertising and online display.........................................................................................7
TASK 5..........................................................................................................................................10
5. Email Marketing into digital marketing strategy to attract more customer...........................10
TASK 6..........................................................................................................................................11
6. Use of ongoing analysis and management of digital marketing methods.............................11
CONCLUSION.............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
In this developing world, it necessary for each and every company to have something
digital in their process do that work can be performed with better ease and helps in growth and
development. Marketing is defined as the process of promoting and advertising company product
to make them aware about the special features the product have. In this technical world each and
every manufacture company wants their product to be most popular among customer so they
applies the techniques and process of digital marketing (Armstrong and et.al., 2014). In simple
words the digital marketing is defines as the use of internet, mobile phones, various kind of
social media sites, largest search engine like google, display and hoarding advertising and also
different kind of other marketing channels that are easy to reach people. To understand the
importance of digital marketing boo.com has been taken into context. It is one of the biggest
company of UK and aimed to become a first to market global brand selling sportswear and
designer cloths.
In this project report as a digital marketing consultant of company the basic difference
between traditional and digital marketing is discuss. The importance of website optimisation
techniques that benefits the company and use of search engine optimisation and content
marketing that helps to attract more customer. Report also shows the pay per click advertising
and online display and an overview to the relevant laws and guidelines.
TASK 1
1. Traditional and Digital marketing.
In present time almost every manufacture or production company applies various useful
concepts of marketing in order to increase the sales level and increase the earning level. Almost
each business firm wants to be at top in the market place, that requires a large customer base and
level of satisfaction customer have from their product. Company produces various types of
product and wants that their product must reach to all targeted customer. So they applies the
techniques of digital marketing that help them to explore in new market and attract large number
of customer (Armstrong and et.al., 2015). In recent era it has been observed that there is a sudden
growth in the use of digital marketing tools and techniques because almost every traditional
companies is migrating to the web world and other live exclusively in the digital kingdom with
no orientation on conventional level such as T.V and print. Every company gives more
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importance to digital marketing as this is beyond the concepts of traditional marketing, that
included the effective process such as Short message services (SMS), simple notification
services (SNS), Search engine optimisation (SEO), electronic billboard and numerous other
online ads that help these manufacture company to promote their product and services in this
competitive market. As boo.com is one of the leading cloth manufacture company of U.K and
wants to operate its business in different part of world it is necessary for them to apply concept
of digital marketing and give more importance on new way of marketing as compared to
traditional marketing. This type of marketing have a positive affect of the working of company ,
as through digital marketing company will be more helpful to promote its cloths and sportswear
in market and engage more customer which will be beneficial to increase the profit of company.
On the other side traditional marketing is defined as the act of doing promotion about product
through different form of advertising and marketing such as ads that are hear and seen in
everyday life such as product ads on Television (Baker and Saren, 2016). The basic difference
between based on marketing mix or four traditional and digital marketing is as follows ate:
Basic on the Hour Ps. Digital marketing. Traditional marketing.
Product The main focus is to explore
the product according to the
customer environment that
help in increasing the value of
new product. It helps to
downland features of certain
goods immediately as internet.
is 24/7 medium. Different
customer can have a review
about the product that is
already used by other.
This type of technique helps to
develop product centric
environment with such a high
cost. Information about the
content accessibility is
controlled by the company.
Price It is related to cost reduction
model through eMarketing
with segmented Pricing.
It is a market penetration
pricing model and
Place. In this model WWW act as a This model has a physical store
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distribution channel with
constant accessibility and
direct selling. There is low
barriers for new companies to
entry and exit from the market.
fronts and interactivity.
Promotion. It includes all traditional
marketing medium such as
internet site, banner ads,
mailing list and virtual
communities.
It is consider to be four time
more expenses promotion
activities as compared to
digital marketing (Belch and
et.al., 2014.). It has various
mediums such as T.V,
billboard, magazines and news
paper.
As a digital marketing consultant, it has been suggested to boo.com to use digital
marketing model that help them to grow and will be helpful for them to go and expand their
business in almost every part of world. In simple words digital marketing helps to target a
specific section of customer base and is interactive. It is on the rise that involves search result,
ads related to email and promoted tweets messages about product features etc. Digital marketing
incorporates with clients feedback or a two way communication network between business firm
and its various customer.
TASK 2
2. Utilisation of website optimisation techniques.
Digital marketing has played an significant role in promoting business activities and
product produce by them. It help in covering large share or market and expand its customer base
so that company profitability and productivity can be improved. Different companies use various
type of website to promote their existing product or website to introduce its product to reach a
targeted customer (Charlesworth, 2014). It has been advised to head of department of boo.com to
consider and used effective techniques of website optimisation that help them to promote its
product with ease and develop understanding among customer about their product. In technical
world, website optimisation has been defined as the process of forming and modifying changes
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in the existing website, so that company website remain on top and appear higher in search
engine result pages. It is describe as the phase that help the producers to used to optimize and be
at the highest rank well in the search engines.
Each company like boo.com have their personal website that display each and every kind
of item that are being sell by them. Customer may purchase these product directly from these
website by not visiting to store that is an effective way to to make handsome sale during a
period. But at the same time manager of company have an issue that if the do not update their
website their might be a change that website be go at lower rank as compared to other companies
dealing with sportswear and cloths. As a digital marketing consultant it has been suggested to the
manager of boo.com that they must apply basic techniques of website optimisation such as
search engine optimisation etc. that help in increasing the ranking of website (Charlesworth,
2014.).
This optimisation of website includes process such as adding applicable keywords, pass
cords and useful phases on the official website, editing meta label, improve picture tags and
other components of company website to make sure that it will be helpful and accessible to a
search engine and improve the overall chances that the website will be indexed by the search
engine. The boo.com is been advised to apply various techniques for better optimisation of it
official website and make it on the top on search engine list and result in improving the
performance of their website. Some of these are explained below:
 HTTP request reduction: It is common that more http request the more slower page will
load. So it is important for boo.com to prevent bottlenecks, the number of page elements
must be reduced co customer will \not have to wait for a longer time.
 File compression: The web pages are constructed with various kind of Javascript code
file and HTML languages and if these pages grow in complexity file takes more time. So
it is has been advised to IT team of company to compress file by as much as 80%.
 Code Minification: This means discrepancies among the written codes and the factors of
interpret code. It is the duty of manger to remove comments and additional spaces as well
as situation changeable name that will be useful to shorten codes.
 Replacement of vector graphics: It is very significant to replace the vector graphics
with the resolution and interdependent raster graphics (Confos and Davis, 2016.). It has
been advised to IT department of company to replace the vector graphic and use simple
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geometric images that will speed up the processing of official website and improve the
performance of existing site.
These website optimisation techniques help boo.com to rank up their website on search
engine, that will be benefited for customer those are visiting site to place an order. As they will
not have to wait for a long time to launch website and this will satisfy them more by quickly
switching on different pages and seeing various product according to their needs.
TASK 3
3. Use of Search Engine Optimisation(SEO) and Social Media (SMM).
Search Engine Optimisation (SEO):
Search engine optimisation is a method which is used to increase the traffic to a website
by increasing the search engine page rank. It is the important way through which the company
may increase the quality of websites by making it easier, faster and user- friendly to navigate.
SEO often concern to improve the quality of the content, which assure that it is rich in relevant
keywords and arrange it by using the bullet points, bold and italic characters and subheads. In
context of Boo.com, SEO marketing is used for the business branding and visibility and it also
provides the credibility of the business. By developing the SEO strategy, Boo.com draw the
customers traffic to their websites as well as also increase the sales and revenue of the firm. For
the company, it is cost- effective way of marketing as they get return whatever they invest in the
market and the money invested by the company is lesser than the ROI (Kotler, Kartajaya and
Setiawan, 2016.).
Social media marketing :
Social media marketing is the form of internet marketing which gains the traffic through
the social media sites. It is based on the organic search and also improve the communication with
users, and helps to increase the brand visibility. Its objective is to get the direct feedback from
the customers so that firm acquire the personal stamp at the same time. Boo.com use social
media marketing as it helps to increase the brand awareness, business visibility. It is mostly used
by the firm to attract the customer and also it has the power to increase the loyalty of the
customers as it get the feedback from the users directly.
Content Marketing to attract, retain and engage with customers:
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Content marketing is the strategic marketing approach which focused on distributing and
creating the relevant, consistent and valuable content to retain and attract the customers. It is
done by using podcasts, video, social media sites, blogs, webinars, infographics, cartoons,
assessments as a vehicle (Krueger and Haytko, 2015). Boo.com use this marketing approach to
increase the sales of the firm, build and reposition the company brand also encourage the
customers for the long-term. It generates the leads for the company as it enables strangers to find
them through the informative and valuable content.
Key activities associated with SEO, SMM and Content Marketing Strategy:
SEO marketing strategy is implemented by the two key activities such as on page and off
page. On page activity is a content optimisation and off page is for websites promotion. The
activities to implement the SMM strategy are consumers online brand related activity(COBRA),
social networks and electronic word of mouth(eWOW).To implement Content Marketing
strategy the company use some of the activities like blogging, webpages, press releases.
KPIs and metrics that should be used to manage and
monitor an SEO, SMM and content marketing strategy.
KPI's (Key performance indicator) are the standards used to analyse the effectiveness of
organisation and key initiatives for growth perspectives. The importance of KPI become more
essential while introducing and promoting the business activities. Web page ranting is one of the
KPI that improves the search engine results pages and helps in correlating the console and
optimisation process in more strategic way. Organic search performance is also one of the
strategic approach used to analyse the main strength and KPI for better development and growth.
Page loading speed and conversation rates are also some growth factor that enhance the
percentage of viewers and combine the derivatives in SEO's perspectives.
TASK 4
4. PPC advertising and online display.
PPC, it stands for pay-per-click, this is a internet marketing model, in this advertiser gets
paid only if web user clicks on their advertisement which is posted on various websites.
Therefore this is known as pay per click (Ryan, 2014). It is basically incorporated with first tier
search engines like Google AdWords and Microsoft Bing Ads.
Online Display Advertising:
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This refers to the advertisement on websites or social sites through banners or in other ad
formats like text, images, flash, audio and video. The main purpose of this type of advertisement
is to deliver general advertisements and messages of brands to website visitors.
The pay-per-click advertisement and online display advertisement is very helpful for Boo
to create and increase its brand awareness visibility among its competitors and visitors. This
plays an important role in taking competitive advantage. As a digital marketing consultant of
BOO, company can use these methods to overcome its competitors and increase its market share.
There are some steps to design pay per click, with help of these steps BOO can target its key
audience easily. These steps are as follows:
Define a goal:
The BOO have to set a clear purpose of using pay per click. As company wants to build
brand awareness among its competitors and customers.
Research about competitors:
To build brand awareness among company and competitors firstly BOO have to research
about its competitors and their techniques how they are using this pay per click tool.
Do keyword research:
As company have find out what people are searching for and according to set their own
keywords (Schegg and Stangl, 2017).
Choose destination wisely:
The BOO have to choose wisely where visitors will reach after clicking on their
advertisement.
Create a high converting ad:
The company have to review their headline, message, offer and destination accordingly
so it can attract target audience.
Add some local flavour:
The BOO can add some local slang which is used in UK and can also put local phone
number so it can easily found.
Place right bid:
The company have to choose its position wisely like it should be on ideal position like 3
or 4.
Use re-marketing:
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The company should follows its target audience who previously gone through their
websites (Simula, Töllmen and Karjaluoto, 2015.).
With the help of these steps Boo can target its audience and can create brand awareness.
Steps for Online Display (video) advertisement: These are as follows:
Set goals and KPIs:
The company Boo have to set the definitive goal and KPIs. Goal is what company wants
to achieve through campaign. The main goal of Boo is to create brand awareness and lead
generation. Key performance indicators are data points which are helpful to know whether
company is meeting its goals or not.
Target Audience:
Target audience are those people company wants to reach through this advertisement.
The mainly Boo's target audience is both kids and youth and also people who are in sports field.
Buy Media:
The company have to buy a media like publishers, Ad Networks, Demand Side Platform
and advertising agencies according to budget.
Develop creative campaign:
As Ad should be attractive so for that company can use text, images and Video ads to
attract customers.
Tracking and Optimization:
The digital marketing consultant of Boo needs to do regular tracking and optimization of
its advertisement.
Budgetary Implication:
With google AdWords, company have to decide how much company is willing to pay per
day. The company will only pay when someone clicks on their advertisement. Boo have to set
budget under Bidding and Budget section of campaign setting. The budget amount should be up
to a limit.
Overview of laws and guidelines in UK
It is regulated by the combined legislative rules like Data Protection Act 2018 and self
regulatory rules such as Committee of Advertising Practice UK. There are n numbers of law
related to this but basically there are Consumer Protection from Unfair Trading Regulations of
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2008 and Privacy and Electronic Communication regulation 2011. The basic guideline of these is
to prevent consumer from unfair, misleading or aggressive marketing practices.
TASK 5
5. Email Marketing into digital marketing strategy to attract more customer.
In today's world it has been described that without going digital any company may not be
able to promote its product in market and promote its features to large customer base. So, digital
marketing is the process related to promotion of product and services or brand name through
various types of electronic media platform (Wang and Yuan, 2015). These effort is made through
various kind of promotional activity such as Email message, social media, mobile phone as well
as by digital television and radio channels. But for these all promotional activities Email
marketing in on of the famous among companies as it help to cover large number of customer
from almost each and every part of world. In today's world it is seems that almost every
individual is online, so promotion through online services is one of the most cheapest way
adopted by companies. It is observed that big companies like Wal-Mart, Tesco etc. uses Email
marketing techniques to promote their product to customer. So it has been advised to manager of
boo.com to update their promotional activities and more focused on Email marketing concept
that helps company to explore feature to more number of customer at the same time at global
level.
Email marketing is defined as the promotion about features of product and services
offered by companies to their customer. It will help boo.com to develop strong relationship with
potential clients and buyer of products. Manager of company with the help of email marketing
target larger customer base through electronic mail. This method of marketings is more evolved
and associated with data mining that will impact more buyers within organisation. In this process
manager of boo.com will makes an organised email list to reach or tell predetermined or targeted
customer (Yasmin, Tasneem and Fatema, 2015.). This technique of marketing help to attract and
retain more customer with personalised message that helps to promote company manufacture
product content, brand name, availability etc. For example, boo.com have introduces or
manufacture a new product that is sports shoes and wants to promote it to large audience within
country or overseas. To do so it has been suggested to company to use Email marketing approach
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for promotion about shoes features to targeted customer. This techniques have various features
that help in attracting large number of buyer for their product that are discussed below:
Email offer an unbeatable ROI: As this method is effective and cost efficient and
manager of company see that it gives a high ROI of about $76 for every $1 spent.
Email connect more number of customer than social media: In this technical world
more customer use internet services and uses various kind of social media pages in their daily
activity. But it has been observed that most of the individual use Email services for almost every
type of important work and they rely more on email services on daily basis. So companies give
more promotional message to customer on Email ids and promote their product in an effective
manner.
It has observed that effective email marketing campaigns wants a through plan of action
planning that helps to ascertain the oftenness and overall complacent of email communication.
There are various kind of advantages to email marketing to boo.com such as potency in
communicating a controlled force content that is promote a consequence. Secondly the cost
enforced on this promotional activity is comparatively low as compared to other event. It is one
of the important way to promote customers to visit company internet site by click through in the
text.
TASK 6
6. Use of ongoing analysis and management of digital marketing methods
There are some digital marketing methods which could be used or applied by Boo in
effective which are as follows:
Search Engine Optimisation:
This is a process for improving the visibility of a website through organic search engine
result. It can be considered as a set of rules that can be followed by owners of various websites to
optimize their website for search engines and improve the ranking of their search engines (Fill
and Turnbull, 2016). It is a medium to improve the website so company's website will appear on
the top position in result of search engines. As with the help of better search engine optimization
it can improve the user experience and usability of Boo company website. With the proper use of
this Boo can overcome its competitors. It can be helpful for Boo to prevent it from bankruptcy.
Social Media Marketing:
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