Digital Marketing Strategy: Website Optimization for Boo.com Analysis

This report provides a comprehensive analysis of digital marketing strategies, focusing on how Boo.com could have leveraged various techniques to enhance their online presence and achieve better results. It delves into the differences between traditional and digital marketing, emphasizing the importance of investing in digital platforms. Key areas covered include website optimization techniques such as file compression and image optimization, search engine optimization (SEO), social media marketing (SMM) strategies, content marketing, pay-per-click (PPC) advertising, online display advertising, and email marketing. The report also highlights the significance of ongoing analysis and management of digital marketing methods to ensure continuous improvement and success. Furthermore, it touches upon budgetary implications and relevant legal guidelines for digital marketing activities.

Running Head: DIGITAL MARKETING
DIGITAL MARKETING
Name of Student
Name of University
Author’s Note

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Table of Contents
1. Introduction......................................................................................................................3
2. Traditional and digital marketing....................................................................................3
2.1 Introduction................................................................................................................3
2.2 Differences between traditional and digital marketing..............................................3
2.3 Investment in digital marketing.................................................................................4
3. Website optimization.......................................................................................................5
4. Search Engine Optimization, Social Media Marketing and Content Marketing.............7
4.1Search Engine Optimization (SEO)............................................................................7
4.2 Social Media Marketing (SMM)...............................................................................8
4.3 Content Marketing...................................................................................................11
5. Pay-per-click advertising (PPC) and Online Display Advertising................................12
5.1 Designing an effective Pay-per-click advertising....................................................12
5.2 Use of pay-per-click and Display advertisement.....................................................15
5.3 Designing an effective Display advertising.............................................................16
5. 4 Budgetary implications...........................................................................................16
5.5 Relevant laws and guidelines...................................................................................18
6. Email Marketing............................................................................................................18
7. Analytics........................................................................................................................20

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7.1 Ongoing analysis and management of digital marketing methods..........................20
8. Conclusion.....................................................................................................................22
References..........................................................................................................................23

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1. Introduction
Digital marketing can be referred to a term that is used for measurable, targeted as well as
interactive marketing of various products or various services that use digital technologies for
reaching viewers turn them into their customers and then retain them. For successfully
delivering the digital marketing strategies within a pan made by an organization, the
organization should make sure that the customers are provided with useful engagement
content. Without any digital marketing strategy that is effective, the business might not be
able to gain new customers along with losing the current customers (Baltes 2015). This
would as a result cause the organization to lose their competitive ability as well as their share
in the market place. This report discusses reading various strategies that could be used by
Boo.com in order to implement digital strategy techniques. Various techniques and tips that
could be utilized by the company are mentioned below in details.
2. Traditional and digital marketing
2.1 Introduction
Traditional manner of marketing involves various businesses to advertise their services or
products on the print media, television commercials, radio, business cards, bill boards and
many other mediums. In these mediums social media websites and internet were not allowed
to employ for advertising (Schegg and Stangl 2017). Policies of traditional marketing had
limited rehabilitee of customers and scope of diving the buying behavior of customers.
2.2 Differences between traditional and digital marketing

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Differences between traditional and digital marketing are as follows
Traditional marketing Digital marketing
In this form of marketing the medium of
communication is usually letters, phone calls
or emails.
In this marketing the medium of
communication is usually through chat, email
and social media platforms.
In this process campaigns consume more
time for, preparing, designing and launching.
This process always has a faster way to
develop a specific online campaign and make
changes along with its development. Using
digital tools make campaign easy.
This is carried out for a particular group of
audience.
In this process, the content is for general
public. Then it is made to reach to the
specific audience by employing various
techniques of search engines.
Table 1: difference between traditional marketing and digital marketing
(Source: created by author)
2.3 Investment in digital marketing
Boo.com can invest their revenue in digital marketing because of the following reasons
 It is proved to be the most powerful form of marketing.
 Using tactics if digital marketing can prove to be the most cost effective way for
marketing the business of the organization.
 Digital marketing is one of the most measureable forms of marketing.
 Digital marketing would help the organization to allow it to target their ideal buyers.

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 Usually people are on social media platforms like Facebook, Twitter and many more;
hence digital marketing would help the company to reach to their customers.
 SEO and local SEO would the help the organization to reach up to qualified buyers
on the online platform.
 Digital marketing would help Boo.com to adapt to their strategies as well as tactics
for good results.
3. Website optimization
Website optimization can be defined as a process where some changes are made in the
website. These changes are done so that the website appears at a higher position in the search
engine result pages (Buchanan, Kelly and Yeatman 2017). The website optimization
techniques that could have been followed by Boo.com in order to enhance their performance
are as follows
 File compression: web pages are constructed from various code files like HTML
and JavaScript. When the complexity of web pages starts growing, the complexity
if codes grow as well (Buchanan, Kelly and Yeatman, 2018). This also increases
their load files. File compression could be used by Boo.com in order to reduce
their code files up to 80%. This would have helped Boo.com to improve their site
responsiveness.
 Code minification: code minification helps in distinguishing discrepancies
among the codes that are written by various website developers and ways how
various network elements interpret the code. Minification could be used by the

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company in order to remove extra spaces and comments along with crunching
variable names and minimizing codes.
 Lossy compression: techniques of lossy compression, similar to the ones used
with numerous audio files for removing unnecessary header information and low
image quality on numerous high resolution images (Chaffey and Smith 2012).
The changes could have been used by the company. The changes like pixel
complexity or gradation of color are very transparent to end users and do not
affect the image’s perception.
 Image optimization: the original photos should not be uploaded by the
organization on their website. The original pictures are usually too heavy. Tools
such as TinyPNG, JPEGmini, Karaken.io and many more could have been used
by the organization in order to reduce the picture size along with maintaining the
quality around the original one.
 301 Redirects: redirects usually kill performances. The organization could have
avoided redirects whenever it was possible (Charlesworth 2014). Redirect
generates additional round-trip times and it also doubles the time that is required
to load HTML document before the specific browser starts loading other assets.
 Hotlink protection: hotlink protection can be referred to restricting the HTTP
referrers for preventing various unauthorized users from embedding their assets
on various other websites (Cheuk, Ramayah and Atang 2017). The organization
could have used hotlink protection in order to save the bandwidth by prohibiting
various other sites from showing the images of the website.

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 Web font performance: web font performance like Google fonts is that they
provide extra HTTP requests to various external resources. Web fonts are
generally rendered blocking. The organization would have prioritized based in
choosing the styles they need, browser support, keep character sets around
minimum and many more.
4. Search Engine Optimization, Social Media Marketing and Content
Marketing
4.1Search Engine Optimization (SEO)
Search Engine Optimization plays a very important role in helping a business to grow
successful. Developing a proper strategy for SEO is the most important and time consuming part
of the entire process. There are several steps that could have been followed by Boo.com for
attracting, retaining and engaging with customers are as follows
 Set Objectives: the actual purpose of SEO is to rank well in various search
engines for driving traffic to the website of the organization. This would not be
effective of the organization does not know its target audience and the website
shows up to the audience that actually does not care about the organization
(Chaffey and Smith 2012). The organization need to know its target audience well
regarding their demographics, search preferences, search patterns, geographic
location and many more. A proper way to do this is to dive into the organization’s
Google Analytics account. After the audience is set, objectives can be set easily.

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 On-Page SEO: On-Page SEO helps various search engines to understand
regarding the website of the organization. The basic step that should be taken is to
ensure that the search engines are able to crawl into the organization’s website
and find their valuable content (Dodson 2016). In order to do this, the
organization must ensure that they have proper internal linking without any
broken links and including unique content, proper page load time and good
navigation. Keyword research can also be done easily in this step because they
would be helpful for optimizing the content.
 Off-page SEO: links are considered as the basic factor that is followed by a
search engine to rank websites. As a result, a link building plan should be
strategized for attracting some inbound links to their site. Similar to link building,
earning links naturally is also important (Tuten and Soloman 2017). Making
connections with the target audience is very important for the organization, doing
this would make people know about them and link back to their website; this as a
result improves their SEO.
4.2 Social Media Marketing (SMM)
The popularity of social media marketing has made it important for every organization to
produce strategies for implementing social media marketing. The strategies include a summary
of everything an organization plans to do as well as desire to achieve on social media (Kannan
2017). The strategies for SSM guides the actions and lets the organization know if they are
succeeding or not. Some steps that should be followed by organizations for social media
marketing are as follows

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 Step 1: Set specific goals for social media marketing which aligns to various
business objectives. Without any goal, an organization cannot measure its success
(Chaffey and Smith 2012). Every goal set by the organization should be specific,
attainable, relevant, and measureable and time bound.
 Step 2: Learn everything about audience, learning their audience is an important
fact for the organization. The planning of turning media fans into their customers
is a critical fact for the business. Creating audience personas can be helpful to the
organization because it allows them to think regarding their potential fans and
customers as real individuals with real needs and wants, this would also help them
to think clearly regarding what has to be offered to people. Real world data should
be gathered by the organization.
Picture 1: Real world data on people using Facebook
(Source: Ryan 2017, p. 70)
 Step 3: Conducting a social media audit, if the organization has followed the
steps and started using social media tools, they should take few steps back and
check what they have done or accomplished (Karjaluoto and Ulkuniemi 2015).

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The organization must ask themselves some questions like what is working and
what is not? Who is connecting to them on social media? Which social media
sites does their target market make use of? How does their social media presence
compare to their competitors? Once they have gathered the data in a particular
place, they would have a proper starting point for strategizing ways they could
improve their results. Social media audit can be carried out using template
available for it.
Picture 2: Social media audit template
(Source: Tuten and Soloman 2017, p. 93)
 Step 4: creating a social media content calendar, sharing good content is very
important but having a plan for that is equally important. This planning includes
the plans regarding the content which can get maximum impact. This calendar
also produces schedule for the company and find out time foe them where they
would invest in interacting with audience (Karjaluoto, Mustonen and Ulkuniemi

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2015). They should also create a posting schedule that would include details
regarding the posts that they would make and the content of the posts. The content
should be meaningful and must impose some messages to the audience.
4.3 Content Marketing
The channel of content marketing is one of the fastest growing in the present digital
sphere. Content marketing has numerous significances, 80% of companies have agreed that the
role of content in marketing would keep growing as the push marketing stops being effective
(Kaufman and Horton 2014). 91% of marketers, agencies and publishers have been using content
for marketing their services and products.
 Step 1: Create an editorial calendar, an excel document can be created that would
plan out for 3, 6 or 12 months of the organization’s marketing activity for their
clients or business. The company can first include some seasonal events like bank
holidays, Christmas and some more (Leeflang, Verhoef and Dahlström 2014).
The client’s industry can be researched in order to know regarding the important
events that are about to occur and the organization should know about it. The
events might include major conferences, government rulings, report release dates
and many more.
 Step 2: brainstorming is a term where the actual hard work takes place. The
company should gather its teams specially representatives belonging to different
digital channels that the organization would be utilizing for clients as well as their
creative geniuses (Levy and Gvili 2015). From the gathered data it should create
campaign ideas which can be utilized for content marketing strategy.