Digital Marketing Strategies for HMV: Analysis and Recommendations

This report examines the importance of digital marketing for HMV, a UK-based entertainment company, in the face of competition from online retailers like Amazon. It discusses various digital marketing tactics, including Search Engine Marketing (SEM) strategies such as PPC and SEO, content marketing, email marketing, and social media marketing, to improve website visibility and attract, engage, and retain customers. The report outlines the steps to design effective campaigns, target key audiences, and utilize website optimization techniques. It also addresses the legal considerations of SEM and how to measure the success of HMV's digital strategy using analytics tools. The report provides a comprehensive analysis of digital marketing strategies for HMV and offers recommendations for enhancing its online presence and customer engagement.

Running head: DIGITAL MARKETING
Digital Marketing
[HMV]
Name of the student:
Name of the university:
Author note:

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Table of Contents
Study background:.......................................................................................................................................2
1. Discuss why it is important for HMV to invest in its digital marketing capabilities in addition to its
existing traditional marketing know-how:...................................................................................................2
2. Critically discuss how HMV can use ‘Search Engine Marketing’ tactics to improve its website
visibility amongst its competitors and win more customers for the business:..............................................3
2.1 Documenting the steps to design and effective PPC, SEO and Online Display and Video
advertising campaign...............................................................................................................................4
2.2 Identify how HMV could target its key audience through Search Engine Marketing.......................6
2.3 Demonstrate how content marketing can be used to attract customers..............................................8
2.4 Document the laws and guidelines that need to be taken into consideration with regards to Search
Engine Marketing....................................................................................................................................9
3. Identify how Email Marketing and Social Media Marketing can be used to attract, retain and engage
with new and existing customers for HMV. Critically discuss which channel is most effective at
attracting, engaging and retaining, new and existing customers:..............................................................10
4. Illustrate how HMV can utilise website optimisation techniques to improve website performance:....14
5. Explain how you would go about measuring the success of HMV's digital strategy using analytics.
Identify any tools that could be used to measure campaign performance with specific reference to any
important features, capabilities, or methodologies associated with the monitoring process:....................17
6. Conclusion:............................................................................................................................................19
References:................................................................................................................................................20

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Study background:
The whole study is focussed on the importance of digital marketing in nowadays. The
importance is being felt by one of the renowned names in the entertainment industry. It is about
HMV which is headquartered in the UK. The company had remained a popular name in the
entertainment industry until the time; the position was actually being hampered by Amazon in
around 2012. Amazon had enabled people getting their favourite music online; however, at one
time, they were required to visit the physical stores. Online purchasing is now becoming a
popular choice for purchase significantly. Various factors may have played its role in changing
the buying perception of modern-day customers. Notably, an incrementing addiction to smart
electronic gadgets like Smartphones and tablets is one of such factors. Modern day customers are
now on electronic gadgets for various purposes like accessing to online education related tutorial,
music libraries, social networking and many others.
1. Discuss why it is important for HMV to invest in its digital marketing capabilities in
addition to its existing traditional marketing know-how:
Marketing is essential to business which is being conducted to communicate with the
target customers and the media. The concept of marketing is still the same today; however, the
perception is getting changed. There are some factors which are driving the perceptions and
shifting it more towards the digital marketing. Cost-effectiveness is one of the factors that make
it an ultimate choice for firms across the globe. It is cost-effective as communication can now be
established through social media networks and the search engine. This means the areas of
concentration is now limited; however, effectiveness has enhanced. Effectiveness has enhanced

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because it enables reaching to a much larger audience which may not have been possible through
traditional marketing (Chaffey and Ellis-Chadwick 2016).
Time-effectiveness is another benefit that digital marketing provides. In a very less span
of time, a message can reach to a million of customers (Ryan 2016). The following list has some
more reasons for why modern companies now prefer going with digital marketing (Ryan 2016):
 Opportunities are equally distributed to any kind of organisation; however, SMEs may
select being limited just to a few of online tools
 It actually facilitates a conversion. Firms and customers can be in real-time conversation
through social sites like Twitter
 Digital marketing ensures a much better revenue
 Digital marketing helps reach to the younger population as social sites are also
accessible through smart gadgets like Smartphones and Tablets. Nevertheless, number
of mobile phone users is incrementing with the passage of days (Kingsnorth 2016)
 It also helps to enhance customer loyalty on their brands as they do also get information
from a particular brand
 Innovative technologies of digital marketing like calls to Action (CTA) helps visitors
know what they can do by being on the website. Moreover, visiting users are also
guided through the particular steps
2. Critically discuss how HMV can use ‘Search Engine Marketing’ tactics to improve its
website visibility amongst its competitors and win more customers for the business:

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Website visibility is more important to edge past the competitors and appearing attractive
to the target audience (Järvinen and Taiminen 2016). Following ways can help HMV in this
regard:
2.1 Documenting the steps to design and effective PPC, SEO and Online Display and Video
advertising campaign.
PPC-
For PPC, advertisers who have well proven track records with the same expertise are
required to be approached. However, companies like HMV which wish to advertise through PPC
need to understand the related terms prior to going with the option. It is important to know that
advertisers pay the company for each click. Some of the examples of PPC advertisements are
Facebook, Twitter, YouTube, LinkedIn and Instagram (Mandal and Joshi 2017). It is important
to decide the rate per click. It is generally being done through mutual agreement of companies
and advertisers. In case of HMV, they need to have a budget for PPC advertisement. The budget
will be divided by the number of add clicks. The moment the add clicks reaches the budget limit,
add will not be allowed to float. A further communication between the company and the selected
advertiser will only decide that add will continue floating on different online platforms (Mandal
and Joshi 2017).
Some important identities needed to be acquainted with prior to PPC advertisement are as
follows (Royle and Laing 2014):
1. Product Seller
2. PPC Marketer
3. Landing Page

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4. Landing Page Provider
5. Visitor or the Viewer
SEO-
Search Engine Optimisation (SEO) can be designed in following ways (Paul et al. 2018):
 Selecting an SEO friendly Website Domain
 Getting to know the SEO methods & tactics
 Using SEO friendly layout & design
 Optimisation of keywords like Title, Meta Tags and Anchor
 Link Mobile SEO and Building
 Off-Page and On-Page SEO
 SEO Copywriting
Online Display-
Following steps can be helpful in launching, managing and measuring the results of the display
campaign (De Pelsmacker, van Tilburg and Holthof 2018):
- Selecting goals and KPIs is necessary to know what is the final destination
- Defining the target audience
- Buying media such as Publishers, Demand-Side Platform (DSP), Ad Networks and
Advertising Agencies
- Collating factors that help the advertisement look attractive to target audience. Such
factors include the Text, Video, Image and the Rich Media Ads. Moreover, creativity is
important while collating these factors.

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- Tracking and optimising the campaign in regards to different factors like targeting,
creative, inventory and landing page.
Video Advertising Campaign-
Following ways can help to create an effective video advertising campaign (Taiminen and
Karjaluoto 2015):
 The story should be attractive and all concerns need to be centred around the story, not
the sale
 The first 10 seconds of the video should be really engaging. Some customers do not even
spend 10 seconds on watching the ads. They click away with it in even less than 10
seconds
 The contents need to be smartly selected, so that, it creates some emotions like feeling
enlightened, feeling engaged and also laugh
 It is necessary to ensure that video ads are easily found in the search engine platforms.
This can be done in numerous ways like adding a searchable description to it, so that,
Google or other search engine platforms could easily identify it
 Educating customers on something is another important way to attract them. This is how
companies can prove its worth through video campaigns.
2.2 Identify how HMV could target its key audience through Search Engine
Marketing.
There is ample list of companies available to the different types of search engines. It
means that the advertisement through search engine needs to be effective, so that, customers get

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traced by the company not by its competitors. Following ways can help to make an effective
advertisement through Search Engine Marketing (Baker 2014):
- Defining an effective strategy will be the first key in this regard. First of all, all concerns should
be on the contents which means the company needs to have a good idea of what it wishes to
make viewable to the audience. Afterward, it is important to show how the product or the service
could be a worth buy for customers. Finally, measuring the performance to know whether there
is any need for content related change. Measurement can be done against the identified specific
goals and specific benchmarks like search rankings, sales lead volume, website traffic & other
measures of ROI metrics.
- Selecting the best search keywords is another thing which is important. Companies like HMV
need to have focused on their business related keywords. In addition, keywords should also
match the normally searched phrases like the one that viewers search on most occasions. It is
really helpful and increases the chances of being viewed by customers. They may visit the page;
however, they might not have intended for the same.
- Website content is also important to enable viewers being engaged with the page. The design 7
the layout, the contents, the tabs and the headings are all important. Use of page title tags, file
names, heading tags, Meta tags and alt tags. ‘Keywords’ Meta tag has been exploited in
maximum occasions; however, the ‘description’ Meta tag is now very important. The description
will appear below the link which is a very good way to enhance the chances of being through the
website.

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- It is necessary to ensure that all the pages in the website are entirely indexed by the two most
common search engines Google and Bingo. Firms can easily monitor its presence in the search
engines and hence, could also maintain an attractive appearance to viewers.
- Getting attractive and quality links can do wonder in terms of search ranking. Interestingly,
quality links get good viewing numbers in all search engines like Google, Bingo and others.
Quality link can be attained by integrating informative articles supposedly in the form of a blog
on the website page. Then after, it is necessary to get listed in some trusted and popular
directories like Business.com and Better Business Bureau. Quality links can also be attained
from vendors, trade associations, customers and business partners. The website page needs to be
occasionally updated with press releases, online public relations (PR) and online articles. By
regularly applying such link structuring strategies, this will dramatically impact the Google
ranking and also boost the online popularity.
- Measuring success is also important as it tells how the website has so far performed. After
identifying the level of success, it would be easier to do the necessary adjustments to the existing
contents and the other related terms.
2.3 Demonstrate how content marketing can be used to attract customers.
Content marketing can really help reach to a wider customer base. However, it depends
on various factors that are related to the online advertisements. One of such factors is the website
content. It should be selected smartly, so that, customers may feel to be with it for a span of time
required to understand the message that the website conveys to them. Following are some
strategies that may help to make the contents look attractive and engaging to customers
(Kaufman and Horton 2014):

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Informational and learning resources- Content should be made educative and informative as
well. It can be done by integrating articles, infographics, blog posts, interviews and more that
should be the company’s own perspective.
Books- Self-publishing the e-books will do the thing. This can be done by interviewing the
experts and then compiling their responses. In this way, eBook can be created.
Viewers speaking opportunities- This can be done by finding events and smaller & local
organisations that need speakers. Such events & firms can be featured on the website and
become the speakers on behalf of the company.
Media interviews- In a similar way, approaching to smaller and local publications for getting
the interviews published will also help to get publicised. The interviews are needed to be on the
website. It should also be featured in other publications, so that, business profiling can also be
done through other ways.
Guest posting- It is necessary for the company that it keeps on publishing various types of blog
contents, so that, it attracts the local publications. If the blogs and the interviews are being found
as useful to the publications, this will make way for an advertisement in guest resources like the
local publications.
2.4 Document the laws and guidelines that need to be taken into consideration with regards
to Search Engine Marketing.
Clients using the Search Engine Marketing need to care a few points like they should
have knowledge of how the SEO firms do their business. Sometimes the SEO firms use the
Black hat SEO tactics without informing the clients. Such access may lead to penalties. On the

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other hand, SEO firms do not disclose the penalties for using the Black hat SEO tactics (Leite
and Azevedo 2017).
Some CEO firms use an automated process to generate the hundreds of links to their
clients. However, those links lack in quality and are worthless. Those SEO firms claim that they
will provide quality links to their clients which are indeed the fake commitments. Some search
engines may prohibit such links and can also impose the penalties. Google, for example, is
constantly updating its algorithm and is trying to remove those links which are low in quality &
are unethical due to using Black hat SEO techniques (Holliman and Rowley 2014).
Such practice may seriously hamper the reputation of the website owner. The website can
be removed from the search engine which is a big loss from economic perspectives. A lot of
money is being invested in facilitating the search engine marketing. All those investments will be
wasted and the website owner will be a big loss. They will not only lose their audience but, will
find difficulties also to regenerate such platform again (Wang et al. 2014).
3. Identify how Email Marketing and Social Media Marketing can be used to attract,
retain and engage with new and existing customers for HMV. Critically discuss
which channel is most effective at attracting, engaging and retaining, new and
existing customers:
HMV had suffered a huge loss after the entrance of Amazon. The advent of Amazon had
affected the layout of the business more than that the name of HMV. It means they now prefer
more to shop on online than being in physical stores. There is an urgency that the company
considers the digital marketing approach, so that, number of visitors to the website can be

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increased and most importantly, be retained. In this section, the focus will be on Email marketing
and Social Media Marketing.
Email marketing-
Email marketing is another good way of interacting with the existing customers, keeping
them engaged and also retaining them. It can also be used for promotional activities. Email
marketing does not only mean sending shotgun emails that got to the inboxes. It rather mans
communicating to people in a digitalised way, so that; they remain engaged with the company.
However, a strategic and a thoughtful approach are needed to actually take the benefits of Email
marketing. Following are some ways using which effective marketing communication can be
established (Doherty, Kearns and O’Rourke 2015):
 The focus should be on increasing the subscriber list. Emails can be sent to customers
who are already with the company through various interactions like website, blog, in-
store promotions or social media channels. They may not mind adding another way of
contact to the list. These customers are already aware of the business and hence, a
positive response will be the real possibility.
 Customer needs to be segmented into few variables, so that, all target customers receive
the relevant materials. This can be done by using some external service like the
VerticalResponse. They can help to categorise emails based on various variables like
gender, age ranges, birthday, location or other information which they have collected
through email subscriber list.
 Powerful contents are essential to Email marketing. This should be relevant to customers
and should also be meaningful to them. For example, if somebody has bought a house

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then it would be wiser to send them mail guiding them on how to manage and run homes
effectively.
 A regular communication is required; however, it should not be over exceeded.
Customers need to feel it like engaging. They should not feel like that it is too much now.
Such thing can also be tracked down with the help of service provider. They know how to
calculate such thing. It is basically communicable through the number of customers who
are purchasing it or unsubscribing from the Email service.
Social Media Marketing-
Social media platforms may help to reach a million of customers in a very less time.
There will be very few people who will deny the power of Twitter, Facebook, Instagram,
LinkedIn, Pinterest and a lot of other channels. These social media channels are indeed a very
good distribution channel for content (Stone and Woodcock 2014). A strategic use of such
platforms with an appropriate mix of content may do the thing. It is important to learn about the
social media channels which the customer specific to the company prefer. There are varieties of
options. Additionally, content selection will be different to the various types of media channel.
For example, Facebook can be used to upload image, text and video. YouTube can be used to
upload both the short and long clips. Twitter is a kind of chatting platform where a specific group
will be able to chat with its followers. LinkedIn can be used on a very professional level like
profiling a specific content (Leeflang et al. 2014).
Once the platform is being selected, the next step will be to decide the content that will be
the most appropriate and feasible to the circumstances. For HMV, this will be the latest product
arrivals, the latest news & releases and much more to add curiosity in customers. They can also

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upload a video showing an expert’s interview being conducted by the local publications. This
will help their existing customers and the others to understand what new is being offered to them
(Killian and McManus 2015).
HMV can also be benefitted through following ways by using the social media marketing
strategies:
Preferable channel for HMV:
Social media marketing will preferably be the best choice for HMV. Email marketing is
good in regards to customer loyalty as the existing customer will develop a much stronger
bonding with their brand. However, HMV's future performance does not just rely on existing
customers. It rather needs a bigger platform where the online audience may be able to connect
again with the HMV's products. The connection will get deeper with every latest advertisement
or happening on the HMV's website. However, the success of social media marketing may
strictly depend on identifying the target audience for HMV.
Identifying the social media audience-
Target audience on social media sites can be identified in following ways (Chaffey and Allen
2015):
Create Personas: Most brands have a free thought of who is in their intended interest group;
however, they won't have the capacity to characterize precisely who they are marketing to. An
extraordinary method to recognize the ideal demographic is to make personas or target market
descriptions. A persona (or statistic profile) is an anecdotal character that displays the attributes
controlled by a run of the typical member from the intended interest group. A brand needs to

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gather some essential information on their intended interest group – age, area, sex, to give some
examples – yet once they have a thought of those elements, it's anything but difficult to assemble
a persona. Statistic profiles give an approach to picture the objective market with the goal that
one can decide whether the substance and marketing strategy is the best method to contact them.
Inspecting Customer Interactions:
Take a look at the current customers to check whether they are lined up with the statistic
profile. If not, it may require considering a reevaluation of the focused market or the current
strategy. Contingent upon the forms of online networking one utilize, it is necessary to exploit
the examination to analyze customer conduct. Checking the social records will give pieces of
information to see who is cooperating with the company’s image. Considering their profiles can
enable the company to recognize who are currently being approached and whether they are in
accordance with the focused group.
Review the Competitors: In case if one is experiencing difficulty deciding on the intended
interest group and their personas, another approach to distinguish the objective statistic is to
audit the rivals. Investigate the target market and the kind of audience of the rival company. This
will provide a hint on how to proceed with the target market.
Observe Content Performance: It is important to figure out which posts play out the best –
accepting the most astounding number of preferences and most prominent engagement. This will
assist in characterizing the marketing strategy to keep achieving customers that line up with the
images esteems. This empowers to make sense of which media and promoting messages are the
best and will drive engagement and changes.

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Examine Audience Feedback: Audience feedback enables brands to make sense of how their
item or administration fits the requirements as well as needs of their customers. Targeted
marketing demonstrates the consumer why they should buy an item or administration in light of
their needs.
Google, Twitter, Instagram, and more have worked in highlights that empower you to
assess how customers are collaborating with your image. Survey the remarks, likes, and
offers and utilize these to help characterize your intended interest group.
4. Illustrate how HMV can utilise website optimisation techniques to improve website
performance:
The IT management team at HMV needs to consider the following techniques, so that, the
website performance could improve (Sharma and Singla 2017):
Profiling the web pages to find the unnecessary element-
It is advisable to profile the web page to discover segments that HMV don't need or
segments that can be upgraded. Profiling a website page more often than not includes an
apparatus, for example, Firebug to figure out what parts (i.e. pictures, CSS records, HTML
archives, and JavaScript documents) are being asked for by the client, to what extent the part
takes to load, and how enormous it is. It is about prioritizing the action.
Saving images in the appropriate format to lessen the file size-
If HMV wishes to have a lot of pictures, it's basic to find out the ideal arrangement for
each picture. There are three regular web picture record designs: JPEG, GIF, and PNG. All in all,
one should utilize JPEG for sensible photographs with smooth angles and shading tones. One

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should utilize GIF or PNG for pictures that have strong hues, (for example, diagrams and logos).
GIF and PNG are comparable; however, PNG commonly delivers a lower record estimate.
Minimizing the CSS and JavaScript documents to save a few bytes-
Minimisation is the way of expelling unneeded characters, (for example, tabs, spaces,
source code remarks) from the source code to diminish its record measure.
Combining CSS and JavaScript files to trim down HTTP requests-
It is recommended that for each part that is expected to render a site page, an HTTP
request is made to the server. Along these lines, on the off chance that one has five CSS
documents for a page, one would require no less than five separate HTTP GET request for that
specific website page. By consolidating records, one needs to decrease the HTTP request
overhead required to produce a site page.
Using CSS sprites to cut down HTTP requests-
A CSS Sprite is a mix of smaller pictures into one major picture. To show the right
picture, one has to change the foundation position of CSS property. Joining numerous pictures
along these lines decreases HTTP requests. For instance, on Digg (appeared above), one can see
singular symbols for user interaction. To lessen the server demands, Digg helps to attach a few
symbols in one major picture and afterward utilizes CSS to position them appropriately. This can
be done physically, yet there's an electronic instrument called CSS Sprite Generator that gives
one the choice of transferring pictures to be joined into one CSS sprite, and after that yields the
CSS code (the foundation position characteristics) to render the pictures.
Use server-side firmness to lessen the file sizes-

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This can be dubious in case one is on a mutual web and doesn't have any server-side
pressure, yet to completely optimize the serving of page segments they ought to be packed.
Packing page objects are like compressing up a vast record that one sends through email: One
(web server) compress up to a substantial family picture (the page segment) and email it to one
companion (the program) – they thus unload the ZIP document to see the photo. Mainstream
pressure techniques are Deflate and gzip.
Avoid an inline CSS and JavaScript-
In course of the action, outer CSS and JavaScript records are reserved by the user’s
browser. At the point when a user explores far from the landing page, they will as of now have
the templates and JavaScript documents, which thus spares them the need to download styles and
contents once more. In the event that one utilizes a considerable measure of CSS and JavaScript
in the HTML archive, it won't exploit the web program's reserving highlights.
Monitor web server performance and create benchmarks frequently-
The web server can be considered the brain of the task – it's responsible for
getting/sending HTTP requests/responses to the appropriate user and serves the greater part of
the page segments. In the event that the web server isn't performing great, one won't get the most
extreme advantage of the optimization efforts. It's fundamental to always check the web server
for execution issues. On the off chance that one has root-like access and can install stuff on the
server, look for ‘ab’ – an Apache web server benchmarking instrument or Httperf from IBM.
Benchmarking when rolling out real improvements will likewise give some knowledge on the
impacts of the progressions. On the off chance that the web server can't deal with the traffic the
site produces, it's the ideal opportunity for redesign or server relocation.

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5. Explain how you would go about measuring the success of HMV's digital strategy using
analytics. Identify any tools that could be used to measure campaign
performance with specific reference to any important features, capabilities, or
methodologies associated with the monitoring process:
Using tools to measure the success of HMV’s digital strategy-
Following is the list of analytic tools to measure the success of the proposed digital strategy
(Armstrong et al. 2014):
Web Analytics Tools: One free and broadly utilized analytics platform is Google Analytics.
This tool is accessible in an excellent variant, however, most independent companies will find
that the free form gives a lot of data on crowd attributes and practices, traffic sources, how users
communicate with the site, and other information. It additionally coordinates with Google
promotions, should one choose to advertise on the Google stage. The web analytics tool should
be picked to ensure that it gives at any rate essential information that incorporates traffic
information, user designs, referral information, change data, and access to recorded data. A
portion of the more prevalent website analytics tools incorporates New Relic, Crazy Egg and
Optimizely, notwithstanding Google Analytics.
Social Media Analytics Tools: Some analytics tools can gauge the online campaign effort
execution. While choosing among these tools, first ensure that the tool is perfect for the web-
based social media destinations to be utilized. Consider choosing a tool that alarms the website
bearer when their image is specified on a site, and that gives verifiable information and reports.
Some online campaign analytics tools likewise offer capacities to enable timetable and post
content. Despite the fact that it does not really enable one to quantify execution, it provides

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added value in dealing with your web-based social media campaign. A portion of the more
famous web-based social media analytics tools incorporates HootSuite, Sprout Social, and
Viralheat.
Considerations prior to selecting the tools:
The selection of tool needs to be done with few considerations. If it answers a few
questions then the tool is the appropriate one for the company. The tool should be easy to use.
The tool should provide an easy access, so that required information can be traced. The tool
should be capable of exporting the results. In case if any help is required, the tool should produce
an easy access to answers and also have answers to every query. Free tools may not be a
supportive way; however, analytic tools are equipped with answers to every question. The
selection of tools should also include an inspection of its capability of report generation. Some
tools generate once a day whereas some do it for several times in a day.
6. Conclusion:
Therefore, HMV can really reinvent its brand awareness which is not lost yet but has
been affected by online shopping platforms such as Amazon. It is about infusing attraction with
content marketing in the existing website of HMV. It is recommended that HMV needs to focus
on content marketing, so that; the existing website is infused with attractive features. SEO is
compulsory as more people will be able to see the company’s website while they had not
intended it before. PPC advertisement is another good option for HMV. Social media marketing
will help HMV to connect with the social media audience. However, they need to understand
their audience through various strategies like auditing the audience of rivals. These digital

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strategies may ensure more customers connecting to what is happening in HMV provided that,
products are competent in nature.

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