University of X: Digital Marketing Analysis of BOO.COM - DMKT5008

This report provides a comprehensive analysis of digital marketing strategies, specifically focusing on the case of BOO.COM. It begins by differentiating between traditional and digital marketing, highlighting the advantages of digital approaches such as personalization and improved tracking. The report then delves into web optimization techniques, emphasizing their role in enhancing website performance and attracting traffic. A significant portion is dedicated to Search Engine Optimization (SEO), Social Media Marketing (SMM), and content marketing, and how BOO.COM could have utilized these techniques to improve its market presence. The analysis also explores digital marketing tactics and the importance of incorporating email marketing. Finally, it examines the ways BOO.COM considered using digital marketing. The report concludes with a summary of the findings and recommendations for the company to succeed in a competitive market. The report also highlights real-world examples to illustrate the effectiveness of the discussed strategies.

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Table of Contents
Introduction......................................................................................................................................1
1. Difference between traditional and digital marketing.................................................................1
2. Web optimization technique........................................................................................................3
3. Search Engine Optimization (SEO), Social Media (SMM) and Content Marketing..................4
4. Digital marketing.........................................................................................................................7
5. Incorporated email marketing into its digital marketing strategy................................................9
6. Ways considered by BOO.COM.................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11
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Introduction
In this report the focus will be given on the overall concept of digital marketing. This report
highlight on the case of BOO.COM and there are various strategies which are important to be
considered by the company so that growth can be attained in the competitive market. So, as a
newly appointed digital marketing consultant for marketing agency the report will be made on
the BOO.COM and focus is given on considering the use of digital marketing strategies and
tactics so that bankruptcy can be prevented. There are six questions related to the case study
which will be elaborated by considering various techniques and tools related to digital marketing.
The failure faced by the company will also be discussed by considering the various tools and
techniques. So, the entire paper will be discussed by considering the case study related to
BOO.COM.
1. Difference between traditional and digital marketing
Traditional marketing channel consist of TV commercials, radio commercials, print
advertisements, outdoor advertisement like billboards, promotional items and sponsorship of
events. It has been seen that traditional form of marketing is not strong to attain the set goals as
tracking is not defined in a proper manner. Also, traditional media focuses on serving the
purpose in creating brand awareness but digital marketing is related with edging out the
traditional marketing (Charlesworth, 2014).
In digital marketing, the focus is given on blogging, videos, social media sites, podcasts, Email
marketing and digital analytics. In the present scenario, digital marketing is one of the popular
sources that can boost the overall sales of the company in the competitive market. The modern
marketer knows the digital as the latest method of communicating with the customers on the
global platform. Digital marketing offers personalization, flexibility to the customers and also
tracking can be done easily on the global platform (Baker and Saren, 2016).
Traditional marketing offers a wide range of branding without considering the internet
connection. But in digital marketing the customers with the internet can be reached easily. It is
done with the help of the internet which can help to reach the customers on the global platform.
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In traditional marketing, it can be seen that message will not be reached to the target customers
but through digital marketing it can be easy to reach the target market since it is easy to focus on
the analytical data.
According to traditional marketing it can be seen that ad placement is not changed it is static but
in digital marketing, the ad location can be changed as the new analytics become available to
enhance the marketing spend.
In traditional marketing, the company focuses on pushing the messages to the audience but
through digital marketing the engagement is attained through targeting and interacting with the
customers (Baker, 2014).
There is need of huge investment in traditional marketing but there is low or no investment
required reaching the customers. It can be done without any cost incurred and it is less costly.
Traditional marketing focuses on tracking and analytics but it is not useful in analyzing the
overall goals which are attained. In digital marketing, it can be seen that immediate analytics are
there so that campaigns can be designed again and also it is redirect if required (Kingsnorth,
2016).
It is important for BOO.COM to invest in digital marketing so that it can be easy to boost the
overall sales and performance in the competitive market. Digital marketing is one of the most
powerful forms of marketing that can help to engage the customers towards the overall services
and products of the company offered in the competitive market. This should be considered by the
company as it can help in boosting the customer base of the company in the competitive market.
Like one of the example of digital marketing tactics in the real life is related with forever
diamonds, a Georgia jewelry company reached to its customers for less than $1 per engagement
with the customers in a year and it has also boosted the foot traffic and lead to the real
conversions. So, this is one of the best real examples that should be considered by the company
as it can set the example to enhance the market share in the competitive market.
BOO.COM should invest in digital marketing as it is one of the cost effective approach that can
help to reduce the overall cost of the company. It can be stated that digital marketing is one of
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the cost effective way that can help the business to grow in the market. The company has to
invest less in the overall activities if digital marketing is taken into consideration.
It has been seen that company focused more on traditional marketing in which advertisements
were given in the magazines and newspaper. But by considering this method it can be seen that
company is conveying the messages in the dark and they think that they will reach to the
intended audience. Through digital marketing, it can be seen that right customers can view the
content. SEO helps to reach the customers who are searching the web and also the interest
customers can be easily targeted .
So, it is important for the BOO.COM to focus on enhancing the market share so that growth can
be maintained in the competitive market. By investing in the digital marketing it can be simple to
boost the overall sales and image in the competitive market. S, it is one of the beneficial
approaches of the company to be considered so that sales can be increased in the market.
2. Web optimization technique
Web optimization technique should be considered to improve the overall performance of the
website. With the help of web optimization technique it can be simple to maintain the overall
competition level prevailing in the market. It will help the company to place on the top priority
the website of the company an when the customers will search anything the website will be on
the priority which will be highlighted. So, in the highly competitive market it can be seen by
considering website performance optimization it can be easy for the company to attract the large
customer base towards the website of the company (Järvinen and Karjaluoto, 2015).
Web optimization technique is one of the best methods that can enhance the quantity and quality
of the traffic towards the website of company. With the help of the technique it can be simple to
enable Google and Yahoo to attract more web visitors by focusing on improvisation in the search
engine accessibility. Website optimization is considered as the process through which it can be
easy to make the changes on the website so that search engine results can be boosted. The search
engine will also determine to search the right website and through this ranking can also be
improved in the market (Kannan, 2017). With website optimization it can be seen that the
company can easily market the products related to sportswear and designer clothes. It can be
seen that the company spends a huge amount on product photography and also on the fashion
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magazine which has boosted the sale but for short time. By focusing on the website optimization
it can be simple to boost the overall sales as through this the customers can access the products
on the first priority which is one of the benefits to achieve the competitive advantage prevailing
in the market. When customers can access the product of the company on the first priority then it
can be simple to boost the sales of the company in the competitive market. It can be stated that
the customer get attracted towards the products easily and also this boost the overall number of
the customers in the competitive market. The rate of the visitor enhances when company
consider this approach and directly it impact the overall performance of the company. So,
BOO.COM has utilized the website optimization techniques which boosted the overall
performance of the company in the market. This will boost the sales and will result to overall
enhancement in the profits of the company (Killian and McManus, 2015). So, through website
optimization technique it is easy to track the data of the customers and also the demand of the
products can be enhanced if this technique is considered by the company in the market.
3. Search Engine Optimization (SEO), Social Media (SMM) and Content
Marketing
It has been analyzed that BOO.COM invested in a huge amount on the product photography and
also on the fashion magazines. The company also focused on promoting the products through
catalogue which is one of the expensive challenges. About $6 million was spent on the overall
content in relation to the spring and summer fashion ware. It cost $200 on the overall
photography of the each product which showcased the overall monthly cost of more than
$500000.
It can be stated that BOO.COM could have used the search engine optimization which is the
process that maximize the number of visitors in relation to a specific website by ensuring that the
website appears high on the outcome which is returned by the search engine. It is important for
the company to focus on implementation of search engine so that it can be simple to optimize the
online content which also showcases the exact results or the outcome. It is also important to
focus on social media marketing so that it can be simple to boost the overall sales and
performance of the company in the competitive market (Holliman and Rowley, 2014).
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Social media marketing is one of the popular concepts that can help in enhancing the market
share of the company in the competitive market. Marketing done through social media sites helps
to promote the products and services on the global platform. Social media in the present
scenario is popular source for practitioners and researchers which can enhance the demand of the
products in the business world (Tiago and Veríssimo, 2014).
Social marketing is related with the process of enhancing the traffic or attention of the customers
towards the products on the social media sites. The social sites like Facebook, twitter and
instagram are considered as the best source of promoting the products and services in the
competitive market. Through social media sites it can be simple to boost the sales of the
company in the market (Felix, Rauschnabel and Hinsch, 2017).
The information to the customers can be given by social media sites like Facebook and Twitter.
It can be seen that through this the customers can get accurate information and can also maintain
their image in the market. It is the best way that can boost the overall confidence level of the
customers towards the services and products offered by the company in the competitive market.
Through social media sites the company can post their pictures on the social media sites which
will attract the attention of the customers. Social media sites are the source through which the
large customers can be attracted towards the products in an effective manner (Zerr, Albert and
Forster, 2017).
By considering, social media marketing it can be seen that brand awareness can be boosted of the
company in the market. Social media is the cost effective approach in relation to the digital
marketing tools which is considered as the syndicate content and it also enhances the visibility of
the company in the competitive market. By implementing the social media strategy it can be
easy to enhance the brand recognition as it will engage in the broad audience of the customers. It
is one of the effective approaches that can help in achieving profits in the competitive market
(Hunsberger, 2017).
Also with the help of social media marketing it can be simple to boost the brand loyalty of the
customers. For the company to achieve success it is important to maintain its customer loyalty so
that it can be simple to enhance the loyalty of the brand in the competitive market and also it will
help in achieving success in the market. This strategy can also help the BOO.COM to reduce the
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overall marketing cost and can assist in achieving the profits so that for the long time the
company can sustain in the market. It will help in maintaining the profits of the company and
also boost the image in the market (Kolb, 2016).
Content marketing is also one of the best forms of marketing that emphasizes on creating,
publishing and distributing the content for the target audience. It is important for the company to
focus on creation and sharing the online material like blogs, social media posts and also videos
so that it can be easy to elaborate about the products and services offered by the company in the
competitive market. Through content marketing it can be simple to convey the message to the
customers and also it will be considered as the source that can maintain growth in the market
(Baltes, 2015).
In case of BOO.com it is important for the company to focus on making attractive taglines in
relation to the products offered to the customers so that it can be easy to attract the attention in
the competitive market. So, it is one of the best strategic approach that emphasize on creating
and distributing valuable and relevant content to retain and attract the customers m and also to
enhance the profits in the competitive market.
The company should have also focused on considering the KPI which is key performance
indicator so that performance of the company can be boosted. This also measures the value that
can be showcased by considering the overall objectives of the company. The company should
take into consideration KPI so that it can be easy to attain the success and to reach the target of
the company (Saura, Palos-Sánchez and Cerdá Suárez, 2017). KPI is the best approach that can
boost the performance level of the company in the competitive market. It is used to manage the
overall search engine optimization and also to focus on social media marketing. This can also
help in managing the overall content marketing strategy and will boost the sale of the company
in the competitive market (Leeflang et al., 2014).
Digital campaigns are also one of the best factors that should be considered so that it can be easy
to boost the performance and sales of the company in the competitive market. Metrics can help
to measure the overall parameters which can help in tacking the overall performance of the
company in the competitive market. It is important that metrics should be defined and
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quantifiable as it can help in making appropriate strategic goals which will boost the sales of the
company (Jackson and Ahuja, 2016).
4. Digital marketing
It can be seen that it is important for BOO.COM to focus on digital marketing as it can help in
boosting the sales of the company in the competitive market. It can be seen that if this company
has considered this approach then it can be simple to enhance the brand awareness in the market.
It is also important for the company to focus on maintaining the visibility amongst its
competitors in the market as it can help in achieving success in the competitive market. But it
can be seen that the concept related to pay per click advertising and online display advertising
should be considered so that growth can be attained in the market (Levin, 2017).
It can be seen that PPC is related with “PAY PER CLICK”, through which the promoters can
pay on the advertisements. It is one of the approach hic is related with purchasing visits for the
site. Also, in this case the search engine is also one of the best types related with pay per click
advertising. Online display is also the platform in which the products and services are displayed
through online medium (Taiminen and Karjaluoto, 2015).
The promotion is given by the company of the products and services in the market and through
this it can be simple to boost the sales of the company. At the time of launching the products and
services in the market, when company releases video or picture of the product then it can be
simple to enhance the sales of the company in the competitive market. It is one of the best
methods that can help in grabbing the attention of the customers towards the products and
services of the company in the competitive market (Patrutiu-Baltes, 2016).
Also, it is important for the company to design the effective PPC plan so that it can be simple to
access the visitor of the website and also it will show the right direction to the company to
achieve success in the competitive market. Online display will enhance the demand of the
customers to use the services and products of the company which will also help in boosting the
overall brand in the market. Through advertising campaigns designed by the company, it can be
simple to promote its products in the market and also it will help in gaining competitive
advantage. Videos are also the best way through which the company can showcase its products
and services in the market and also it will help in maintaining the growth in the market. Through
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videos the customer can get the idea of the products and also they can purchase the products and
services easily (Royle and Laing, 2014).
So, BOO.COM can target its audience through these channels. The target customer of the
company will be identified easily through promoting the products on the digital platform. So, by
promoting its products through online display and video advertising it can be easy for the
company to achieve success in the highly competitive market. Also, it is the best way that can
help the company to maintain its brand in the market.
If proper use of PPC and online display strategy is considered then it can be simple for the
company to target the audience and also it will help to boost the overall brand awareness in the
competitive market. The budgetary implications which are needed will be related with the overall
scale of the company. If the company is on the large scale then more investment is required to
promote the products through digital marketing (Ryan, 2016). So, it will also help in boosting the
revenue of the company and also maintain the overall image of the company in the competitive
market. It is important for the company to spend approximately 7 to 8 percent of the overall
revenue in relation to marketing and advertising (Karjaluoto, Mustonen and Ulkuniemi, 2015).
The relevant laws and regulations that should be considered by the company are related to Email
and SMS marketing. It is important for the company to focus on privacy and electronic
communications regulations which is introduced with the Opt in consent procedure for the
commercial emails which simply means that they will target people who accept to be contacted.
The rule is also applied on the new customers of the company. But before sending any messages
to the customers it is important to focus on registering the address and the number of the
company (Camilleri, 2018).
Also, digital advertising is done by considering data protection act 2018, which is implemented
by the general data protection regulation. It is important to maintain the overall data of the
company so that it can be simple to boost the sales of the company.
The next is related with consumer protection from unfair trading regulations of 2008. It is related
with the unfair, misleading marketing practice and also with the trading standards. In relation to
the non-broadcast advertising, it is related with CAP code. So, these guidelines should be
considered so that it can be simple to boost the ethical practices in the business (Chaffey, 2015).
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5. Incorporated email marketing into its digital marketing strategy
BOO.com has incorporated email marketing into its digital marketing strategy to attract and
retain the customers. It has been seen that a sound digital strategy can assist the brand to drive
the overall traffic of the website and also it enhance the brand awareness. Email marketing is one
of the effective marketing strategies that can help the company to boost the overall activities of
the company in the competitive market. The email marketing strategy is one of the essential parts
of the marketing strategy. Email is the cost effective approach that can help in promoting the
overall products among the customers and also help to reach the goals of the company. It is
important to run successful email marketing campaign by focusing on various steps.
It is important for the company to focus on various steps. The first step is related with
establishing the goals. It is important for the company to establish the goals and to sign up in the
email marketing tool so that it can be easy to send the email to the target audience.
The next step is related with building the email list. The third step is to select the type of
campaign and then first campaign should be created. At the last step the overall results should be
measured so that it can be easy to boost the growth of the company (Taiminen, 2016).
So, it can be considered as one of the best strategy to promote the products and services on the
digital platform. This will help to maintain growth and also help in accomplishing the desired
goals of the company in the business world. So, this can be considered as the strategy which
should be considered to achieve success in the market.
6. Ways considered by BOO.COM
There are various ways that should be considered by BOO.COM to use the analysis and
management of the digital marketing methods. It is important for the company to focus on
considering the right step taken by the company and it can be considered if the results of the
company are positive. So, it is important for the company to focus on various factors related to
budget and success.
It can be stated that there are many companies who achieved success in the competitive market
due to digital marketing strategy. One of the largest companies is Amazon who achieved success
in the market and also it has been seen that through this it can be simple for them to boost the
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sales in the competitive market. Amazon achieved success by considering the digital marketing
concept and with this it can be simple for the company to promote its products and services in
the market. The company can also evaluate the overall budget by focusing on the metrics
through which it can be simple to find the actual cost incurred and also spend on the overall
activities of the company in the competitive market. Without proper technique related to key
performance indicator and metrics it can be simple to evaluate the overall success of the
company in the competitive market (Spiller and Tuten, 2015). To achieve success the company
should have used the strategy related to digital marketing as it can help in achieving and also in
enhancing the market share in the competitive market. It is important for the company to focus
on email marketing as it can help in offering accurate information to the customers in the
competitive market. So, through this technique it can be simple to boost the overall market share
of the company in the highly competitive market. It will also help to evaluate the overall market
scenario of the company if social media technique is considered and also it will boost the sales of
the company on the global platform (Stone and Woodcock, 2014).
Conclusion
So, it can be concluded that company should consider the appropriate steps for marketing so that
it can be simple to boost the productivity and also to maintain the performance in the competitive
market. It will help in boosting the sales and also maintain the image between the customers.
Long term relations can also be maintained with the customers in the market which will help in
considering the right steps. It is important for the company to focus on proper digital media
strategies so that it can be simple to grab the large market share in the competitive market. So,
digital marketing should be considered by the companies as it can help in accomplishing and
attaining the set targets in the competitive market.
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