DMKT5008: Digital Marketing Report for Clintons, Summer 2018

This report analyzes digital marketing strategies for Clintons, comparing traditional and digital marketing approaches. It explores website optimization techniques, SEO, and Pay-Per-Click advertising to improve website visibility. The report also discusses the use of Online Display & Video Advertising and Social Media Marketing to attract, retain, and engage customers. Furthermore, it examines the application of website analytics to enhance performance and provides recommendations for digital marketing activities, including content and email marketing. The report emphasizes the importance of digital marketing for business growth and offers insights into leveraging various digital channels for customer engagement and business success.

Running head: DIGITAL MARKETING

DIGITAL MARKETING 2
Table of Contents
Discuss the differences between Traditional and Digital Marketing. Explain why it would be important
for Clintons to invest in digital marketing...................................................................................................3
Illustrate how Clintons could utilize website optimization techniques to improve performance.................6
Pay-Per-click advertising.........................................................................................................................7
Steps of SEO.........................................................................................................................................14
Discuss how Online Display & Video Advertising and Social Media Marketing can be used to attract,
retain and engage new and existing customers..........................................................................................17
Explain how the Clintons could use website analytics to improve performance........................................20
Conclusion.................................................................................................................................................21
References.................................................................................................................................................22

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Introduction
This report discusses the difference between Traditional and Digital Marketing and also explains
its importance for the Clintons to invest in digital marketing. It illustrates the role of website
optimization techniques to improve performance. It also discusses the role of Search Engine
Optimisation (SEO) and Pay-Per-Click advertising (PPC) to improve its website visibility
amongst its competitors.This report also explains the role of Online Display & Video
Advertising and Social Media Marketing to attract, retain and engage new and existing
customers. It describes the role of Content and Email Marketing in its digital marketing activities.
This report exhibits the role of website analytics to improve performance.
Discuss the differences between Traditional and Digital Marketing. Explain why it would
be important for Clintons to invest in digital marketing
Traditional Marketing Digital Marketing
A traditional marketing can make
competent to the marketer to simply
arrive at the local customers(Ryan,
2016).
A digital marketing makes competent to
the company for emphasizing on both
domestic with international market
customers.
A traditional marketing strategy can enable
the marketer to directly interact with local
consumers and enlarge the information
regarding the brand.
There is no requirement for conducting
face to face communication with
customers and enlarge the brand
recognition. It can also involve the bulk
of consumers in the minimum time
period.
A consumer uses printed paper of
resources to browse read over and over
again.
A consumer can access the facts and
figures regarding products and services
through videos and websites.
A traditional marketing can be simply
comprehended by consumers as they do
not cover the depth information.
The digital marketing can only target
those customers who are active on the
internet(Järvinenand Karjaluoto, 2015).
It shows the minor interaction amid
customers and channels used. This can
only provide data to those customers who
want to purchase the brand.
Communication can be effectively done
by exercising the social media network.
Marketers may take advantageous in
terms of convenience of communicating
with their target customers with the

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intention to acquire positive response of
customers.
Print with radio advertisement could be
expensive. Printing resources could be
inappropriate and may require
recruiting the human resources to
distribute it(Staton, 2016).
Digital marketing could be cost-
effective. The utilization of social media
websites could be free of charge. The
expenses can be declined by the marketer
by investing in social media websites
rather than using traditional
marketing(Taiminen, and Karjaluoto,
2015).
Importance of digital marketing for Clinton
The digital marketing can be significant for Clinton to increase the demand of consumers in the
minimum time. This is a big reason for Clinton to invest in the digital marketing. Internet
marketing is essential as it links the methods to influence the consumer purchasing decision.
Moreover, there are large numbers of customers who always active on the internet for identifying
the information regarding the products as well as services before making a final purchasing
judgment. It is determined that internet marketing permits a corporation to build the reliable
association with their potential customers and also aids to make direct interaction with other
(Jayaram, Manrai, and Manrai, 2015).
Through the use of digital marketing, Clinton can eliminate the distance issues. Thus, this
strategy will enable Clinton to sell their products and services in any area of country without
developing the local outlets and can expand its target marketplace. Clinton can build the export
business without developing any network in the different country. It is also illustrated that when
Clinton will sell their products and services at the international level, it should ensure the quality
in products and services and focus on local business regulations. It is also analyzed that internet
cost is low as compared to traditional marketing activities(Simula, Töllmen, and Karjaluoto,
2015). Clinton hasthe bulk of stock to demonstrate in the store as it may increase the inventory

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cost. But, the practices of digital marketing enable an organization to decline the cost of
inventory by reducing the amount of stock.
Clinton can also use the digital marketing to make a profit by influencing the consumer’s
preference towards their products and services. The digital marketing can also support to
consumers in order to track the webpage and information regarding products. By using the
digital marketing, Clinton can provide particular offer which reflects their interest. The digital
marketing can support Clinton to identify the consumers who have a desire for their products and
services(Atwong, 2015).
By considering the digital marketing, Clinton can be competent to create a platform to make the
significant association with their consumers and improving the rate of consumer retention. When
consumers will buy products and services of Clinton through online sites then, the company can
senda follow-up email in order to confirm their transaction and be grateful to their consumers.
Along with this, Clinton can send the e-mail to their end customers regarding providing support
as it would be beneficial to develop reliable liaison with customers. Clinton can invite their
consumers for commenting product reviews on their websites as it would be effective to develop
a sense of community(Dodson, 2016).
Moreover, it is evaluated that Clinton can be competent by using the digital strategy as it will
help to increase to get more return as expected. It can also make able to company to make liaison
amid online revenue growth and social networking. Moreover, internet marketing allows an
organization to compensate their employees in around the clock. Delivering products and
services of the company via the internet is well-located for consumers(Vernuccio, and Ceccotti,
2015).

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Illustrate how Clintons could utilize website optimization techniques to improve
performance
There are different ways of utilizing website optimization techniques to improve performance. It
is defined as given below:
Web communication
The web optimization tool can aid to enhance the performance of the company. It will facilitate
the Clinton to complete their essential activities by approaching the transparency, discussion,and
usability. It is assessed that website conversation is significant for the achievement of the
Clintons. It will enable the company to directly communicate with their consumers and discusses
with them what the company wants to deliver them. Under this phase, an organization can be
competent to attain any sort of communication over the internet as it will offer the actual
transmission of the text from the receiver to the sender. The online chat may come from the
informal communication(Kingsnorth, 2016).
Transparency
The transparency can aid the Clinton to gain the transparency of websites for their targeted
consumers. The loading time of Clinton website can enable the consumers to easily access the
websites. Moreover, the speed of a website is an essential element as Clinton should use the
Google to enlarge their websites. A lower performing website can improve less promotion in the
search result. Therefore, it is assessed that Clinton can use website optimization tool to gain their
traffic of consumers and obtains higher maximum returns(Habibi, et. al., 2015).
Usability
The website optimization tool is beneficial for improving the usability of Clinton in terms of
enhancing different activities like load time, the speed of website page and website response to

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consumer requests. It may directly affect the loyalty of customers. The high speed of websites
could lead to providing maximum satisfaction to consumers. A high user experience is a
technique to create a large base of consumers and vigorous brand(Duffy, and Ney, 2015).
Critically discuss how Clintons can use Search Engine Optimisation (SEO) and Pay-Per-
Click advertising (PPC), to improve its website visibility amongst its competitors
Pay-Per-click advertising
Pay-per-clickadvertising is an internet advertising strategy that can be used to develop clicks on
the website of the company. It is a significant way through which Clinton could be competent to
lead their consumers. Clinton can also use appropriate key terms associated with products and
services. It is compensated website and Clinton will reimburse an amount to publishers for
advertisement to get a click(Scheinbaum, 2016). PPC is a significant strategy, which is
implemented in the search engine marketing. There are certain steps which are incorporated in
PPC. It is described as follow:
Setting of Goal
It is an essential way by which Clinton will develop their objectives in order to attain the goal of
the company. Advertising goal will make competent to Clinton to drive the e-greeting card
significantly. Therefore, an organization has required evaluating the advertising objectives and
keeping in mind during formulating plan regarding e-greeting card approach. Moreover, it is
assessed that the marketing objective of a corporation can be beneficial for boosting the revenue
of the company(Wang, and Yuan, 2015).

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Choosing Platform
There are several platforms, which are existed for pay per click like Facebook, Yahoo,
Google,and Bing. Clinton can formulate a plan for their e-greeting card strategy in order to
obtain maximum profit. It is assessed that the Google is a significant tool for pay per click
campaign. Therefore, Clintons should practice the Google Adwords and improves the awareness
regarding products and services of the corporation. In addition, it is assessed that Facebook
advertisements and Bing advertisements facilitate all required limits for developing a feasible
pay per click e-greeting card strategy(Goworek, McGoldrick, and McGoldrick, 2015).
Target customer
Through PPC, Clinton will formulate a plan for targeting their consumers. It could implement a
certain type of targeting strategy for their customers such as device targeting and geo-targeting
(Syed, 2015). These techniques can aid an organization to target the feasible target customers. It
is described as given below:
Geo-targeting
Geographic targeting can allow Clinton to demonstrate the places that are a convenience for
customers such as areas, city,and nation. Furthermore, it aids a corporation to choose the right
consumers to offer the products with services. It can guide Clinton in order to improve their
return on investment. The feasible geographic can appropriately aid Clinton to launch the E-

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cards in order to obtain better results. An organization can address nations, states,and regions in
which ad of e-cards can be effectively launched(Killian, and McManus, 2015).
Device targeting
Device targeting is another effective strategy where a company can persuade their consumers
due to gaining amount of users on mobile. Clinton can implement targeting in order to arrive at
the feasible customers on any tool. By using the device targeting, an organization can
personalizetheir advertisement for the distinct operating system along with, systems of mobile.
Through this, Clinton would be competent to recognizean individual who isactive inonline and
exercising another operating system(Brindle, 2017).
Keyword Research
In the next phase, Clinton willaddress the keyword for conducting theinvestigation. Although, it
will take more time for Clinton but, it is essentialto step to pull the attention of customers. In this
phase, Clinton can list their core keywords to enlarge the information regarding products and
services between their potential customers. Clinton should assess the effective keywords for
influencing the bulk of customers(Girchenko, and Ovsiannikova, 2016).

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Effective Ad Text
Advertising text is a critical technique for gaining chances of advertising success. It can be a sort
of the marketing communication which, could be practiced by Clinton to launch their e-cards on
the investigate platforms. It is also assessed that promotion, core keywords, and eye-catching
discount can lead to buildingfavorable goodwill of the companyin the market. It is assessed that
quality score of Clinton would rely on different factors and advertisement text is essential factors
among them(Kasemsap, 2018). Therefore, it is assessed that a company can use effective
advertisement text for creating the distinctive image in the marketplace. There are certain factors,
which could be included by Clinton in order to improve their revenue of E-cards in the least
time. These factors are order now, buy up now, register today, and sign up here. It can
incorporate an effective keyword in their advertisement text and match it to their leading
page(Hair Jr, and Lukas, 2014).
Add Ad Extensions
Under the Pay per click advertising, ad extension provides additional benefits in the minimum
time with expenses. Clinton can use the advertisement extension and demonstrates their
additional information by the advertisement such as the rating of the store, phone number,
address and added webpage links. It may direct to high CTR and will enable Clinton to make

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more prominent and reliable advertisement. In this way, Clinton could be competent to enhance
their extent of quality(Chaffey, 2015).
Scheduling of Ad
Scheduling of advertisement is also an essential way to enhance the advertisement. In this way,
Clinton can show their advertisement wherever a customermay search online and also it can
present their ads on certain days as well as business hours. The outcome of the advertisement
can be distinguished in weeks, months and hours. Therefore, Clinton should review days along
with time, which would be more feasible for their organization(Malhotra, and Peterson, 2014).
Optimize Landing Pages
Google incorporates the landing page quality for an organization that could be a most significant
factor to assess the extent of quality. It is also evaluated that if landing page of the company has
poor content then, it could lead to creatingan unfavorable image of the form between customers
by developing unfavorable experience. The customer cannot purchase any products and services
of the company in case of inappropriate landing page1 Moreover, it is assessed that well
effective landing page can have inclusive information regarding products and call to use buttons

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like “subscribe here” and “buy now”. When a company generates multiple advertisements for
their E-cards then, an organization may have the opportunity to enhance their landing page for
per page of advertisement(Babin, and Zikmund, 2015).
Filter out pessimistic Keywords
This is an essential way by which Clinton could be competent to address the keywords that a
company does not want to demonstrate in front of their consumers. For this, Clinton can research
on the unfavorable keywords, which reflects the entire performance of an organization. For
example, it may diminish the return on investment of Clinton by reducing their revenue(Spiller,
and Tuten, 2015).
Filter out Negative Keywords
Monitor Competitors
Benchmarking is an essential key factor in launching the E-cards in the market. In this way,
Clinton should always focus on their competitors to assess their strategy. It is significant for
Clinton to evaluate which type of keywords implemented by its key market players as it would
be beneficial for making an appropriate plan. An organization should emphasize on the strategy