Digital Marketing Strategies for HMV: Improving Online Presence Report

This report discusses the importance of digital marketing for HMV, a leading music retailer, to compete with online retailers like Amazon. It highlights the advantages of digital marketing over traditional methods, emphasizing its cost-effectiveness, wider reach, and enhanced customer interaction. The report explores how HMV can utilize search engine optimization (SEO), pay-per-click (PPC) advertising, and content marketing to improve website visibility and target key audiences. It also outlines the steps involved in designing effective online campaigns, identifying target audiences, and measuring the success of digital strategies. Furthermore, the report touches upon the legal guidelines for search engine marketing and the role of email and social media marketing in HMV's overall digital strategy. Desklib provides access to this report and many other solved assignments for students.

Running head: DIGITAL MARKETING:
Digital marketing: Discussion on importance to invest in digital marketing for HMV
Name of the student:
Name of the university:

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Table of Contents
Introduction......................................................................................................................................2
1. Discussion on the importance for HMV to invest in its digital marketing with the existing
traditional market.............................................................................................................................2
2. Critical discussion on the usage of search engine by HMV to improve the website visibility. . .4
2.1 The steps to be undertaken to design and effective CEO, PPC AEO and online display and
video advertising campaign.........................................................................................................4
2.2 Identifying the way through which HMV could target its key audience through search
engine marketing.........................................................................................................................6
2.3 Demonstration on how content marketing can be used to attract consumers........................8
2.4 Documentation on the laws and guidelines to be considered with regards to the search
engine marketing.......................................................................................................................11
3. Identifying the role of email marketing and social media marketing.......................................11
3.1 Discussion on the most effective channel............................................................................12
4. Illustrate the way through which HMV can utilize website optimization techniques..............13
5. Explaining how HMV’s digital strategy success can be measured..........................................15
6. Summarizing the key tasks and activities to be incorporated in effective digital marketing
strategy...........................................................................................................................................16
Conclusion.....................................................................................................................................17
References......................................................................................................................................19

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Introduction
From the current analysis of digital marketing approach it has been found that lots of
advantages are there of digital marketing over traditional marketing. However, different laws and
guidelines of digital marketing re there those could identify and develop proper discrimination
between digital marketing and traditional marketing (Debortoli, Muller and vom Brocke 2014).
In order to develop an integrated and effective digital marketing approach, the role of digital
channels and the value of the ongoing analysis are also elaborated n this report.
This report depicts the importance of implementing digital marketing in one of the
leading music retailers called HMV. In order to improve the website visibility of the HMV the
search engine is to be used by the company accurately. The content marketing, digital channels
and digital strategies those HMV should use for increasing its competitive advantages are also
illustrated in this report.
1. Discussion on the importance for HMV to invest in its digital marketing
with the existing traditional market
From the foundation principles of digital marketing it has been found that the effective
digital marketing tactics HMV varies from other organizations. The company can easily make
discrimination between the digital market and the traditional market. In the year of 1921, the
ionic UK entertainment retailer had opened their very first store on Oxford Street. The resultants
generated from the fended off competition, it is found that from the last 3 decades, HMV has
been one of the leading music retailer specialists. However, from 2012 the online retail store has
stolen the crown from HMV. In order to compete with Amazon, the digital search engine and

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some new strategies to strengthen and reinforce are required to be incorporated to the HMV
music business. After figuring out the traditional and digital business background it has been
found that, in order to accomplish both the promotional and marketing activities, digital
marketing is very helpful. Marketing aspect can never be ignored by any business association
even large business organizations always set out separate budget only to serer the business
marketing purpose (Beier 2016). There are some companies who are extremely reluctant to adopt
the idea of digital marketing due to chances of certain risk occurrences.
Difference between traditional marketing and digit marketing
In the traditional marketing of HMV, there was a very small interaction between the
consumers and the medium used. Thus, the traditional market fails to provide enough of updated
information to the consumers. Both the print and radio advertisements were much expensive and
the level of security was also minimum. There was a boundary in timing which means that users
cannot access traditional market any time from any location.
On the other hand, the digital market is available for 24X7 hours and the chances of error
occurrence also get reduce due to the replacement of manual system with the computerized
digital system. The payment process is also secured and the users can search for their desired
products anytime from anywhere. It increases the interaction between the consumers and the
service providers and widens the application field. In digital marketing the clients have the
option to select as per their choice. In this case the data and results can be easily recorded.
Moreover, digital market helps to improve the brand values of any organization.
HMV should invest on digital marketing because it seems to be much precious than the
traditional market because the traditional marketing strategies fail to segment audience as

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effectively as the digital market can (Amudhavalli, Rajalakshmi and Sindhu 2018). Through the
digital market tools the ideal list of audiences could be easily targeted. Thus, HMV Music
Company will easily be able to focus on the great resultants of digital market. As internet is
continuously expanding thus, it is expected that through this HMV will keep on growing
exponentially. HMV could reach better visibility and success through digital market effectively.
It provides proper control over experience of the consumers.
The digital prospects can easily asses; review other’s opinion on the products and
services served by HMV. The practical reach of the digital market has basically does not have
any boundary it means that its reach is unlimited. Through viralization he HMV brand could
reach the peak of success (Holliman and Rowley 2014). These are the reasons for which the
company would easily able to boost their creativity and thus HMV should invest on digital
marketing over the traditional market.
2. Critical discussion on the usage of search engine by HMV to improve the
website visibility
2.1 The steps to be undertaken to design and effective CEO, PPC AEO and online
display and video advertising campaign
PPC is also known as Cost per Click process which generally uses different auction and
ranking system for determining the advertising those have been appeared in the orders. With
PPC advertising and advertisement placement could be easily determined by two different things
such as maximum an advertisement bids for the search queries and the quality score of HMV

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products and services (Kuberappa and Kumar 2015). Search engines are strictly focused to
deliver all well targeted SEM campaign on which they are dependent on:
 It helps to specify and understand the target audience
 It can set specific goals and campaigning as well
 It can choose correct keywords of target
 It can serve compelling advertisements
Apart from these above mentioned tools there are other tools that may be used to gain
success in the market and that are Screen slate. Screen slate a moving image culture established
in 2010, provides comprehensive daily overview of the repertory, independent, micro cinema
and gallery screening. The subscribers of this tool can get email option which delivers listing to
the inboxes. The video shoes are again accompanied by localized commentary by some of the
famous writers of New York. In order to successfully accomplish the HMV business in the
competitive market this tool stands very helpful.
Search Engine Optimization (SEO), is referred to as one of the most low cost resultants
of any business. The top listed companies are not required to pay per click or allocate a total
budget for the advertising, which is one of the main advantages of search engine optimization
technique (Malhotra 2015). It helps to reduce the rate of traffic or congestion in the website and
the company will not have to pay any amount for that person who clicks over the digital
advertisement of HMV. SEO provides high level of visibility to the website of the company.
From a general rule it has been found that, the sites which appear higher up in the result
gets high level of traffic at their web pages and so potentially in more businesses. The goal of
using SEO is to get to page one and ideally to the initial position, however whether that is

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feasible largely depends upon the market on which they are continuously operating. Search
engine provides one of the key tools in terms of piece of software in a methodical as well
automated manner. Currently most of the business organizations are widely using the internet
shopping and even the consumers also prefer the online shopping (Brocato et al. 2015). The
initial starting point is searching for the requirement. If it is found that, on the first of searching
the company website is not visible then it will be identified as an invisible site. The reasons for
incorporating SEO in the HMV business are as follows:
 Around 97% of the total consumers currently prefer online shopping than
traditional shopping
 All the clicks through traffic in the Google search engine results move to the #1
location
 It drives qualified traffic to the site
 It increases the mode of conversation and communication approaches as well
 The rate of bounce also gets reduces
 It is helpful to engage consumers to their company through promoting the local
business
In order to set up, launch and manage an online display campaign, certain steps are
required to be followed by the company (Koskinen 2016). The followings are the steps to be
maintained by the HMV Company before making investment in digital marketing.
Step 1: Selection of company goal and KPI for successful advertising campaign
Step 2: Defining the target audience

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Step 3: Finalizing the goal of campaigning and the target audience. In this phase the
channels those are considered include publishers, advertising networks, demand side platforms
and advertising agencies as well (Lamberton and Stephen 2016).
Step 4: To develop proper campaigning creativity
Step 5: Tracking and optimization through targeting, inventory management, creativity
and leading pages
2.2 Identifying the way through which HMV could target its key audience through
search engine marketing
In order to develop any search engine optimized web content the developers much focus
strictly on target audience. Thus, HMV should focus on the current audience before
implementing advanced digital marketing for their organization. Certain steps are there those are
needed to be followed by HMV to identify their target audience
Step 1: Identification of selling points
Identification of selling point implies that, this is the very initial phase of identifying key
audience through search engine marketing. It will help to convert the existing business very
much special in terms of digit business. The offers those are going to be served to their target
customers are identified in this phase (Togawa, Sato and Saito 2017). The reasons for which the
consumers should choose HMV Music Company over others are also elaborated in this section.
However, in order to identify the key audiences key selling points are the first step that has to be
focused on. Certain unique features must be added to it to understand the type of audiences who
are choosing HMV over the rest of the music companies.

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Step 2: Examining the existing audience
This is the second step through which HMV could reach to their target audience easily.
After analyzing the current audience, their demand, choice and purchase decisions the rest of the
target audience can be identified (Edelman and Heller 2015). There are certain tactics through
which the current audiences can be analyzed. The steps are as follows:
 Collection of email from the purchasing and sending proper follow up surveys
accordingly
 Proper investment should have to be done in the customer relationship
management software
 At the purchase point proper demographic collection are to be done
Step 3: Asking for the opinion of the outsiders
Most of the times, companies fail to analyze the expectation of the consumer’s from their
services and products. The members of the companies have become very much immersed in the
internal jargons and processes as well those have harder stepping back timing (Dasgupta and
Ghatge 2015). In order to identify or target audience for HMV Music Companies some outsiders
such as third party vendors, suppliers or even random sampling are require to be enlisted. They
will help to provide imminent on the company, its services and other practices as well.
Step 4: Audience profile creation
This is the forth step of identifying target audience through search engine. In this phase
for all the audiences proper profile is required to be created. In this particular phase the activities
those are enlisted for the audience include their attributes, goals and all the rest of components

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enlisting in the search engines (Dhote et al. 2015). Whenever new audiences will be added, the
marketing team of the company will come to know about the profile or background of that
particular audience.
2.3 Demonstration on how content marketing can be used to attract consumers
Content marketing is referred to as one of the most useful marketing approach that may
lead a business towards massive success. In other words content marketing is referred to as a
strategic marketing approach, which is completely focused on creation, valuable as well as
relevant distribution and development of consistent contact for attracting both the existing and
new audience. There are many companies those have successful content marketing campaign, to
lead its business towards commercial success and competitive advantage. One of the most
worldwide famous brands Dell leads nurturing campaign and achieved over $40 Million in their
incremental revenue. The market strategy of the company did not account for following up on
leads from the partner campaigns and as a result the ROI of the company falls to market loss.
Due to this reason the connection between the marketing efforts and sales rate were
disconnected.
In order to resolve the issues, Dell has implemented some advanced campaigning
strategies in terms of nurturing solution utilizing thousands of pieces containing uncommon
contents for personalizing the experience of every lead by different interactive content including
the emails, landing pages.
With the help of this campaign marketing the profit that the Dell has gained includes the
following:
 Dell faced an average of 38% of increased sales value in nurtured and un-nurtured

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 More than 300% of the consumers were engaged to the company
 From the marketing partners the company has gained over $40 million of
incremental revenue.
Through developing accurate connection between content marketing and social media,
HMV can also gain success. The following are the factors to be achieved to improve marketing
campaign of any organization.
Attract prospective consumers: The initial objective of the company is to create
awareness among the consumers and employees. It helps to ensure that it is meeting the
requirements of the consumers during the decision making approach of the company (Järvinen
2016). Before making any kind of product buying decision, the clients should consult with
different sources. With the help of informational articles the business can communicate with the
prospects over the social media sites.
Gives better search engine optimization approach: In previous days key stuffing
approach was widely used to trick search engines but currently, search engines have advanced
algorithm that allows the users to access the content of the quality details. Google will give more
opportunity to HMV through showing it in the front pages of Google Search engine if it produces
a high quality contents continuously (James, Zhang and Williams 2017). It means that the
clients who are searching for the topic will found the HMV company details in the front pages of
Google Search engine. Content marketing will benefit HMV business by growing the search
engine optimization and thus the visibility also.
Increasing website traffic: With the consistent delivery of content quality about the
company details increases the website traffic range. People will come to found the website as the