Digital Marketing Report: Digital Marketing Tools and Strategies

This report provides an in-depth analysis of digital marketing, exploring various tools and techniques used in digital marketing campaigns. It covers both online and offline tools for promoting products and services. The report focuses on Search Engine Marketing (SEM), explaining its purpose, usage, and benefits, including paid and unpaid advertisements. It highlights the importance of ad design, keyword selection, and campaign optimization to increase visibility and drive traffic. The report includes a case study of Bloomsbury, London, outlining a digital marketing campaign with a budget allocation for SEM, SEO, and social media marketing. The conclusion emphasizes the significance of electronic marketing for profitability and growth, and the need to adapt to evolving digital platforms. The report also provides references to books, journals, and online resources used in the research.

DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................2
Digital Marketing: ......................................................................................................................2
Search Engine Marketing- ..............................................................................................................3
Operating of Search marketing Engine- .....................................................................................4
ILLUSTRATION:-.....................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Digital Marketing:
It is referred to the type of marketing wherein the products and services are promoted
using the electronic devices. Using various digital platforms like search engines, websites,
google ads, social media, mobile applications, email etc. The marketers endorse their products
using these as they believe that the consumers of goods also heavily rely on these platforms to
start with there research and inquiries.
There are certain tools and techniques that are used for digital marketing:-
 Search Engine Optimization- This is the most organic tool which is commonly used by
the companies to promote their products and services. It is a successful amalgamation of
optimized websites and its user-friendly architecture which help generate better results. It
is a process in which the company try to increase the visibility of their websites and by
creating awareness increase the number of visitors.
 Social Media Marketing- Another influencing tool of digital marketing can be social
media. Almost all the top brands have their presence on various apps helping them to
generate brand awareness, increasing traffic over the websites leading to engagement
marketing ans also improving the search results ultimately generating better results in
sales.
 Websites- Websites of the company also serves as an essential means to promote the
company's product. It becomes a gateway for the brand which the potential customers are
searching for. In today's time it is the most introductory source where all the customers
get to know about the brand, its vision, mission, goals and objectives.
The project report shall highlight regarding such digital marketing tools and techniques used by
various companies. It shall mainly describe the most basic and organic tool that is the search
engine marketing, how it is used, what are the benefits and how various products are digitally
marketed using this tool. It shall also reflect an efficient budget for Bloomsbury, London who
wants to design a digital marketing campaign.

Search Engine Marketing-
It can be the most effective tool of digital marketing which provides a platform to grow
and promote the business generating competitive advantage in the marketplace. This type of
marketing can be done with the help of paid advertisements that tends to appear on the pages of
search engine results. The services like Google and Bing provide various keywords upon which
the advertisers bid and based on such bid they get the opportunity of displaying their ad on the
search engine results page.
The ads can be of different varieties like pay per click in which the ad is text based and
small or it can be the product listing ads which are visually effective and shall display various
details of the product like the price and the reviews etc. This source is said to be potentially
better than others as it holds the strength to persuade the potential customers to make a choice to
purchase in just a glance at the ad displayed.
Benefits of Search Engine Marketing- There are certain benefits that the company get by
advertising its brand over search engines those are:-
 Pay per action- The pay per click ads that are displayed on the search engines are feasible
for the company. As once paid the ads get displayed and further the company gets free
exposure to brand awareness generated among customers. They shall only pay for the ads
that are clicked upon and visited upon landing page by the consumers (Chaffey and
Smith, 2017).
 Ads appeared on competitors related keywords- the best thing about this platform is that
the brand can generate edge over competitors by targeting their associated keywords and
creating ads that shall be triggered over those keywords.
 Optimized ads to target the potential customers- The ads are customized in a way that it
reaches the targeted audience using the keywords that are associated with the company's
products or services as offered. Sometimes also ads are restricted geographically based
on the market of the company and the ads are displayed in specific regions only.
 Increased traffic over the website- With proper ad messages and right bidding on
keywords the brand can overpopulate their websites with increased visibility
simultaneously increasing the sales.
 Instant reach to the customer base- They provide faster and quicker response to the ads
displayed ( Ganis and Kohirkar, 2016). As nowadays the potential consumers surf before

purchasing which makes them choose from the various alternatives available so hence
such marketing provides better results.
Operating of Search marketing Engine-
Search Marketing Engine operates in a vert complex way and in order to generate results
from such tool is is essential to know the terms and conditions as followed by it.
Search Marketing Engine (SEM) includes paid as well as unpaid advertisements. The unpaid
ones are covered under the Search Engine Optimization (SEO) which has free listings of ads of
the company. This is with the help of an optimized website which is user-friendly, essential
quality content, faster loading, descriptive and easy to navigate by the user. Such websites as
developed can provide with organic results without paying for it.
Apart from this the other part of SEM is paid advertisements. This includes the pay per click ads
and the product listing ads. These ads are also to be prudently placed on the various search
engines. Firstly the company needs to mine the relevant keywords, keywords needs to be
prioritized on the basis of target customers, matches are to be formed and the bids are to be
accordingly placed. The highest bid should be for the most searched word and the aim should be
of attaining the highest score. For this purpose the ads are to be continuously tested and
improved in terms of landing pages. The strategies must be developed in such a way that it
generates maximum returns on investment.
The digital marketing campaign via the search engine shall flow in a cycle starting from the
product seller who shall then contact the pay per click advertisers. These PPC advertisers then
shall further create and display ads over their search engine, from where the users shall visit and
reach the landing page of the company. These landing pages shall create the brand awareness of
the company and further boost their sales. The success of such campaigns must be continuously
viewed upon and improvised with time.
ILLUSTRATION:-
Electronic retail outlet Bloomsbury, London
The digital marketing campaign for this small retail outlet of electronics in Bloomsbury,
London has to be performed within a budget of £15000. Certain tools and techniques could be
applied to it so that it could generate profits and increase capacity of sales of its electronic
products.

 Search Engine Marketing- SEM can be one of the most powerful tool that can be used to
promote the electronic products of the retail outlet. It can opt for the paid advertisements
by mining certain keywords like tablet, electronic outlet, retail electronics, electronic
market London etc. Approximately £7000 can be invested in this tool where the proper
ad shall be displayed and thereby attached landing page.
 Search Engine Optimization- This is another way of marketing products digitally where
optimized website shall be developed for the potential customers (Tap, Whitten and
Housden, 2014). This website shall be introducing the consumers with the brand so it is
to be user friendly, easy to navigate, quality content described and fast processing time. It
can be alloted £3000 for developing a good website with the help of professionals.
 Social Media Marketing- The ads can be bought for the display on Twitter and Instagram
as these are the most trending apps these days. The budget set out for this tool shall be
£2500 for each social media applications.
( The product listing ads can be used for tablets as its market is on boom).
Budget for Digital Marketing Campaign
S.NO PARTICULARS AMOUNT IN £
1) Search Engine Marketing 7000
Pay Per Click Ads (3000)
Product Listing Ads (4000)
2) Search Engine Optimization 3000
3) Social Media Marketing 5000
Twitter (2500)
Instagram (2500)
Total 15000

CONCLUSION
The project is showing an indepth study regarding digital marketing and the various tools
and techniques that are used in the digital marketing campaign. It shows the various online and
offline tools that are there to promote and market the products and services of the company.
Search engine marketing is analysed in detail to answer questions like what is it, why it is used,
how it is used and what are the benefits of using such tool. It highlights the different paid and
unpaid advertisements that the company can effectively conduct to boost their sales. Further it
discloses points that are to be kept in mind while designing such ads to build scores and generate
traffic through increased visibility. Lastly it is reflecting certain relevant illustrations and
examples that are conducting marketing campaign digitally with the use of various tools and
techniques. The budget is shown for a elctronic retail outlet such that it can maximise its sales by
targeting the potential customers.
From this report it can be gathered that how marketing electronically with the help of these
digital platforms can be essential for generating profitability and growth prospects for the
Ill
ustration 1: Bloomsbury search engine marketing

company. And also with the advancement of technology newer platforms shall be developed
which should be chased following the trend line in the market.
REFERENCES
Books and Journals
Chaffey, D. and Smith, P. R. (2017). Digital Marketing
Excellence: planning: planning, optimizing and
integrating online market. 5th ed. Pearson E-book
Ganis, M. and Kohirkar, A (2016) Social Media
Analytics 1st edition, Pearson
Tap, A., Whitten, l. and Housden, M.
(2014) Principles of Direct, Database and Digital
Marketing 5th edition, Pearson
Online
Marketing-SEO-training-tutorials/35-O.html The Guardian. 2020. [Online]. Available through:
<https://www.theguardian.com/uk >
Clickz. 2020. [Online]. Available through: < https://www.clickz.comd>
Emarketer. 2020. [Online]. Available through: <http://www.emarketer.com/ >
imediaconnection. 2020. [Online]. Available through: < http://www.imediaconnection.co >
Interactive Media in Retail Group. 2020. [Online]. Available through: <http://www.imrg.org/ >
Lynda.com. 2020. [Online]. Available through: < https://www.lynda.com/Online->
McKinsey and Company. 2020. [Online]. Available through: <https://www.mckinsey.com/ >
Search Engine Watch. 2020. [Online]. Available through: < https://searchenginewatch.com/>
Smart Insights. 2020. [Online]. Available through: < http://www.smartinsights.com/>