Mktg229 Digital Marketing - Free Assessment Answers

Answer:

Introduction

Clintons was earlier known as Clinton cards as it was established in 1968. It was founded by Don Lewin. Clinton is the famous brand of UK for offering the greeting card. It also delivers soft toys along with occasion related gifts for their specified consumers. Moreover, it is also analyzed that the greeting card business of this gets higher profit after the advent of the internet.  Further, by the beginning of the year 2012, the market share of this organization has again started increasing as compared to the last years. Clinton has 25% of market share and managed more than 100 stores in the UK. In the current era, Clinton has faced many issues caused by higher competition level.

The primary aim of this report is to determine strategies to reinforce Clinton cards electronic specialist and abilities to offer impetus to their current specified consumers.  With respect to doing so, this assignment will concentrate on six aspects to develop challenging digital marketing approach and also comprehend the digital ecosystem in depth. Further, this report emphasized discussing the major dissimilarity in the digital and traditional marketing and what types of digital marketing could be lucrative for Clinton cards.  Moreover, this report will concentrate on the website optimization tools to boost Clinton cards web performance. Further, it critically evaluates the SEO as well as PPC to enhance the visibility of the organization along with increasing the competition level. It will discuss how video, online display and social media marketing can be an immense support to Clinton Cards.  It also discusses how these sources are effective for engaging consumers in the least time and cot.       

Traditional V/S Digital Marketing

The traditional marketing consists of applying Newspaper Ads, Radio ads, Print media, TV, and billboards in their business process for operating their business and get higher competitive benefits. Apart from this, the digital marketing strategy refers to executing the digital media in the business process (Siedlecki and Depaoli, 2016). The following table indicates differences among digital and traditional marketing:  

Difference between Traditional and Digital Marketing

Need to invest in Digital for Clintons

The UK has an internet diffusion of over 85%, according to the study conducted in 2016, the device penetration in the UK is beyond in the UK is beyond bound and leaps, this offers an appropriate digital approach with respect to enhance a higher market share (Stephen, 2016). There are certain causes that could mandate Clintons to invest in the digital marketing as it is discussed as below:   

The digital marketing could enable the organization to reach at their specified consumer in the least time. The great internet penetration is another sign of digital literacy (Sunstein, 2018).  In addition, the digital media could support Clintons to determine those consumers who use digital media and spread awareness among them.      

Frequency

The digital marketing excess of benefits that makes one of a prompt and result oriented method for marketing.  Clintons can use the medium to often deliver the services to their specified consumer and make a reliable decision.  

Engagement

One of the pivotal benefits of the digital media is their capability to have a two-way conversation with their specified consumers that support in building a transparent relationship with the brand (Todor, 2016).

Usage of website optimization techniques to improve web performance

The web optimization tool is one of the fundamental components of digital marketing practices as it reflects the features of products and services.  Hence, it becomes more important among the customers for enhancing the website performance in the least time. It could be effective for offering the relevant information with respect to the products and services to their potential consumers. It could also lead to making a reliable relationship with their consumers (Tuten and Solomon, 2017).   

Techniques to improve web performance

Web caching information supports to decline the lead, bandwidth usage, and dormancy. Further, Clinton is used CDN as a web caching tool to store documents at one place that passes through their personal computer.

The code minification could also be imperative for reducing the extra spaces from the code and brings an appropriate reduction in crux variable name to often lessen the code (Yadav, et al., 2015).

There are certain tools or sources that could be used by the organization to decline the size of the image like JPEGmini, Kraken.io, and TinyPNG.  Clinton will also use such sources and manage the size of products image on the websites as it could be effective for attracting a large number of the consumers in same time.     

From the Web font, an organization could be capable to decline the loading time of organization and enhance their number of the consumers. Thus, it is also evaluated that Clinton should also concentrate on the use of styles that are required to maintain the character of websites (Yasmin, et al., 2015).  

It will also support Clinton cards to secure some appreciated bandwidth and assure that the HTTP will never be embedded on another web that would support to reduce the loading time of websites.    

Web Infrastructure could lead to making better websites by increasing their speed. Clinton was required to elect web hosting services that are fast along with does not share the used resources among the consumers. It will also be effective to make a reliable relationship with others (Ashley and Tuten, 2015).            

Usage of SEO to increase the visibility

Search engine optimization is a technique that is used to improve the quantity as well as the quality of consumer traffic on the website. It is a fact that the majority of the information is coming on the web is driven by social media, affiliate promotional technique, and search engines, thus information on the web has to be enhanced with respect to assuring the quantity and quality of the traffic by search engine optimization (Armstrong, et al., 2015). 

Steps to be used to increase the visibility of the Website

There are certain steps that could be used by the company to enhance the visibility of websites as that are discussed as below:

Website analytics

Clinton can imply website analytics as it could enable for the competitor's search, traffic search, and keywords search. Further, it is data collecting steps of SEO and Clinton could collect the appropriate amount of data with respect to the best landing competitors approach, landing pages, and appropriate keywords (Ashley and Tuten, 2015)

It is also a significant phase in the SEO procedure as it is a process of holding many advantages for Clinton cards. There are certain benefits that are used by the company to boost the ranking of keywords like Google ad word and MOZ tracker. It will leverage for information collecting on the Keyword with respect to the Clinton cards.  

In this, SEO will enable the organization to conduct many activities like lossy compression, redirects, web architecture, and minimizing HTTP request. It could be effective for increasing the traffic of the consumers (Balachandran, et al., 2014).

Content optimization could enable the organization to make easy research on web and supports in directing users by any sources of the web. Another significant component of the search engine optimization technique, in here it is permitted the organization to concentrate on keywords, Meta description, title, landing pages, and tags as it could be effective for capturing reliable information with respect to their targeted consumers (Banks, 2016).   

In this stage, an organization will be capable to make a link between the organization and consumers. It is the content optimization tool that could be effective for competitor asset, natural link building, and links as it could be effective for increasing visibility of Clinton cards.  

Clinton cards will have to make sure their web is performing on the basis of deliverables and traffic amount. In addition, it is also evaluated that if the organization has not worked effectively on then the organization should review the whole process and rework on their search engine optimization strategy (Batra and Keller, 2016).    

Online Reputation Management

In this step, Clinton will require to evaluate brand, brand engagement, and identifying the consumer’s feedback.  For measuring the success rate of SEO, the organization will use KPI as it can be seen as the following factors like:

• Enhancement in the percentage of referral traffic
• Enhancement in the number of search people
• Development of the new links built  
• A score of spam as it could be collected by Google and MOZ  
• Authority of the page on search engines
• VQVC
• Rank for major converting keywords

Usage of PPC by Clinton Cards

Search Marketing, pay per click or inorganic marketing is the procedure of increasing the traffic on the web by purchasing advertisements on the search engines optimization technique. Further, Clinton cards have to concentrate on the pay per click technique to drive the successful marketing campaign (Baye, et al., 2016).

 The following key elements could be effective for implementing the PPC strategy.      

Ad Relevance & Quality Score

Advertisement relevancy and score quality could be an important factor that is used by the search engine at the time of presenting the targeted advertisements to their consumers. The users could search keyword hence the organization should concentrate on the keywords ranking and quality score. Clinton card will imply PPC strategy and increase the ranking of keywords for increasing consumer’s (traffic Brock, et al., 2016).

Pay per click (PPC) bidding relies on keywords, company that pays more for a keyword, ranking with other elements like quality and relevancy score as it could be the backbone of PPC advertising (Butkiewicz, et al., 2015).

Hence, it can be said that the Clinton cards have to concentrate on the following phase at the time of keyword management:  

• Research of Keyword
• Grouping of Keyword
• Setting of Campaign

In this, the advertisements that are present to the consumers are only in the form of text, it is recommended to Clinton cards to implement display network to promote their goods and services.  

In this method, the advertisements could appear in both video and text on the specified website on the publisher (Chaffey, 2015).

Clinton could research on the maximum flow of consumer traffic and have a large number of the publisher for easily pool the consumer's traffic on the web and get higher benefits. Thus, it is analyzed that Google has the largest network at the global level hence Clinton should use this technique and pool their consumers at the same place and get higher competitive benefits.

The organization should determine the amount of bidding that will be spent to promote their goods and services for obtaining higher competitive benefits. Further, it is recommended that Clinton cards should set up their daily budget for promoting their marketing campaign and improving their CPM (Baltes, 2015).

Advertisement extension is used to push delivery of PPC campaign for any kinds of brand. It could support to identify many things like product and services, special offers, address, and location. Consequently, the organization will be capable of enhancing the visibility of page and make support to a specific page by PPC. Hence, it is evaluated that Clinton card should use both pay per click and search engine optimization to enhance their visibility and brand awareness in the marketplace. It could also be effective for the increasing the sale of cards in the marketplace in the least time (Bansal and Sharma, 2015).    

AN overview of relevant laws and guidelines

Every county and state follow their own rule and regulation to promote their business and make a unique image in the marketplace. There are many rules and regulation that could be used by the company to ethically operate their business process and get reliable outcomes such as CAP (committee on advertising practice) and COA (codes on advertising) (Barry, et al., 2016).  The following points are considered by the organization in the UK at the time operating their business operation:   

• Conducting appropriate behavior with their consumers
• Do not mislead the consumers by delivering inappropriate information about goods and services
• Stop misleading advertisements.
• Put a stop on the misleading advertisements.

For the domestic business, UK government make   rules and regulation with respect to the following concern:

• Sales marketing in non- paid and paid for social media
• Business classified adverts
• Pop up ads and banner

Online Display and Video Advertising to attract retain and engage new and existing customers

The online display is an appropriate technique for the company to spread the awareness with respect to the products and services of the organization among the specified consumers.  It is types of kinds of online marketing as it could come in different forms like banner ads and rich media. Further, Clinton will use the digital advertising to retain existing and attract new consumers (Baudrillard, 2016). 

Advantages of Online display and Video Advertising

• The higher score of visual appearance
• A higher level of visibility, employee engagement, and brand awareness
• Appropriate targeting with display ads usage
• Display advertisement supports to collect a huge amount of information with respect to the consumers
• Display ads could be imperative in retargeting and remarketing.  

It is also evaluated that the online display and video advertising could enable Clintons to increase the visibility and awareness of goods and services in the least time and cost. It would enable Clintons to make a reliable relationship with their potential consumers and make their sustainability amongst their competitors.   

Key Activities in Implementing Online display and Video Advertising

Ad Formats-

The first significant step that will be performed by the organization is to select formats to display their ads on the front of the consumers (Chaffey, 2015).  There are certain popular sizes of the Ads format that could be considered by an organization like Skyscraper-(160*600, 120*600 Pixels), Billboard- (970*250), Leader boards-(728*90 Pixels), Full Banner – (468*60), Potrait-(300*1050), and Mobile Banner-(320*50).  These could be effective to effectively promote products and services by using the appropriate format of Ads.    

Selection of the Goals and KPI of the campaign

With respect to evaluating the success of any campaign, the primary component is to create effective aim and objectives for the campaign (Dessart, et al., 2015). Further, Clinton cards want to enhance their engagement, visibility, conversation, traffic, and awareness on the organization websites by the factor of 10X.  

Defining Target Audience

Through this, the organization will be capable to determine to target their audience in order to deliver the information about goods and services. The Clinton has target the male and female who are lies between the 16-54 age group.   

Media Buying

In this, the organization will be capable to buy inventory on networks, ad agencies, and demand site stages. It could be effective for enhancing the numbers of consumers and retain them for long-term    

Creating the creative for the campaign

Through this, an organization could make creativity in their campaign for attracting a huge amount of the consumers.  In addition, it is evaluated that Clinton cards could drive their effective communication and engagement in with their targeted consumers (Dhote, et al., 2015).       

Tracking & Optimization

The tracking and optimization could provide the authority in the organization to change in the content of advertisement, landing page, change target audience, size, and creativity level for the attainment of the KPI’s of the campaign.    

Social Media Marketing

The social media marketing become famous among the consumers. In the current era, the organization has used this technique to promote their goods and services and obtain a reliable outcome. This technique is a wonder for any kinds of the business. Further, it is analyzed there-there are different kinds of an organization such as FMCG, Food companies, E-commerce companies, restaurant, Apparel brands, and eateries, which has used the social media marketing for increasing the consumer engagement and obtain higher competitive benefits.  There are certain sources that could be considered by the organization at the time of using the social media marketing such as Twitter, Snapchat, Linked-IN, Instagram, Facebook, Baidu, and Pinterest (Dijkmans, et al., 2015).

Influence of Facebook Marketing by Clinton Cards:

• Grete stage with appropriate techniques to measure  
• Offers and choice of specific and targeting on the likes, comments of the consumers   
• Facebook is practiced by each category of people and is used anywhere. Thus, it can be addressed that this technique could be effective for the Clintons cards to directly meet any age of people and aware them towards the products and services of the organization.
• From the application of the Facebook, Clinton could be capable to engage their consumers and obtain higher competitive benefits. Further, it leads to making direct communication between the organization and consumers as it would be effective to understand the actual needs and interest of people (Hudson, et al., 2016).

Leverage of Instagram by Clinton Cards

Instagram, as it owned by FB (Facebook), is becoming popular among consumers of 18-35. This technique is effective to share video content that clicks with consumers. It could be the best way to make a direct link with the specified consumers and retain them for long-term. In addition, it is also observed that Instagram could be work as sponsored as it could be effective for communicating with a large number of consumers. It is worked as an inspirational technique for inspiring a huge amount of the consumers in same time.  Moreover, it is newly added story features as it can permit the company for more engagement and communication with their customers and enhance possibilities to reach at the specified place (Gardner and Lehnert, 2016).          

Leverage of Twitter by Clinton Cards

Twitter is also an effective technique as it is known for micro-blogging technique that enables the content provider and follower to convey their message in 140 characters from GIF minus, and video content. In addition, it is also analyzed that this technique holds hold the consumers and enable the company to promote their goods and services among 2-3 users and promoting themselves by considering the networks of influencers (Giomelakis and Veglis, 2018). In addition, it is also evaluated that such influencers could have more than hundreds and thousands of friends or followers that could further promote the information of the Clinton cards. It could also enable the organization to enhance their revenue sales by making a reliable decision in the context of products and services of the firm. It is complicated for the firm to decide which one is better as online display and social media marketing. Both online display and social media marketing play an imperative role in obtaining a huge amount of advantages and disadvantages over the others.  But, at the same time, it is evaluated that social media marketing is an imperative technique for Clinton cards to promote their goods and services and enhancing the brand awareness (Halligan and Shah, 2014).      

Email and Content Marketing in Digital Marketing activities

Email marketing is the procedure of sending emails to their consumers and potential consumers groups with the purpose of purchasing the brand. Moreover, email marketing is used to share the information, knowledge, providing customized offers, making consumers aware of new rules of the organization and the addition of their goods and services. It could lead to making a unique image in the consumer’s mind. Moreover, the email marketing is practiced in tandem with an entire marketing campaign for the brand and creates a complete targeting for customers (Holliman and Rowley, 2014).   In addition, it is evaluated that e-marketing is used to create a way by which organization would be capable to directly communicate with their specified consumers and understand needs of consumers, which would lead to obtaining higher benefits. Clinton cards will use the following steps with respect to their marketing campaign:           

• Assure the transparency in their conversation
• Embracing agreement and being clear   
• Discussing less and delivering quality
• Making responsive and original  email discounts
• Delivering true worth to their potential consumers  

Clinton could also execute email marketing method to collect information from the clients that will support them to deliver a customized answer to their consumers by considering the following methods:    

• Development of consumer service side.  
• Mail campaign
• Usage of content marketing
• Integrate the campaign on social media
• Subscribe to mail alerts
• Behavioral promotion and display  

Thus, it is analyzed that email marketing could be an effective technique for the Clintons as its supports to create customized services to their consumers and influence the behavior of the consumers towards the products and services. Moreover, it is also evaluated that organization will be capable to make a robust relationship with their consumers. In addition, it is evaluated that e-mail marketing could lead the company to share their feasible information among their specified consumers to obtain a higher amount of profit (Khraim, 2015).            

Content Marketing

The content marketing could lead the organization to obtain a higher amount of competitive benefits in the least time and cost. Before utilization of digital marketing, the organization has used the approach of “Customer is King” now they believe that “Content is King” is a more important approach as compared to another approach.  Further, the content marketing is used to create and distribute the content to a specified audience for any specific aim with higher relevancy (Kniaz, et al., 2018).  Further, content marketing could be appropriate in different forms of digital marketing like social media marketing, web optimization, display advertising, and email marketing. Further, it is evaluated that content marketing enables the organization to get the reliable outcome in the context of their research matter.  There are certain sources of digital marketing that could be effective for spreading the awareness about products and services like Instagram, Facebook, and Twitter. At the same time, it is also analyzed that the contact could be coming from these sources as it could be effective for getting the reliable outcome (Kotabe and Helsen, 2014). Apart from this, it is evaluated that the Clintons card could be used for content marketing caused by the following components:     

• Higher engagement with their target consumers  
• Encasement in the numbers like, comments on the post of social media.  
• Enhancement in number of loyal consumers
• Strong information or content could increase the interest of consumers towards the brand of the products and services of the organization.

Hence, it can be evaluated that the content marketing could be an effective technique for the Clinton card as it enables them to deliver reliable content as compared to investing the digital marketing. It could also be effective for making brand value.     

Usage of Web Analytics at Clinton Cards

Web analytics is used to monitor the growth of the marketing campaign and examine their performance on digital media tool. Web analytics is an effective tool for Clinton cards as it allows them to spend more on social media and get higher competitive benefits. There are certain components that could be considered in the in web analytics like pay per click, cost to reach, and cost per click (Kotler, et al., 2016). In addition, it is also evaluated that web analytics could be effective for obtaining a desirable outcome.  In addition, Google analytics is one of an important tool for Clinton cards as it allows them to effectively monitor the information and aid to boost the performance of the firm.  Furthermore, it is also evaluated that there are certain techniques that could be used to examine the information and collect responses with respect to the research matter like Google analytics, hoot suite, and adobe social. Other techniques are Band watch, crimson hexagon, Socialbakers listening, Digimind social, adobe marketing cloud, Webtrends, Synthesio, Gosquared, adobe social, Moz, and falcon social (Mogos and Acatrinei, 2015).

Conclusion 

As per the above discussion, it can be summarized that Clinton card could imply the digital marketing strategy as compared to the traditional marketing to spread the awareness of goods and services among the consumers. It can be concluded that the organization will spend their capital in the digital marketing for getting higher competitive benefits. It can also be summarized that company should use the web optimization tool to enhance the number of consumers of the social web, which will be effective to increase the sale of goods and services in the marketplace. Apart from this, it is also illustrated that the Clinton card invests in digital marketing to invest comprehensively in the digital marketing than then traditional marketing to not only increase word of mouth in the marketplace but also to beat the available market player and make the position of market leader in the UK market. This organization has concentrated on each dimension of digital marketing to develop a formidable approach to get success over the marketplace. Further, Clinton cards will imply the electronic media platform to increase consumer’s engagement in the least time and cost and get a reliable outcome. Clinton card will also use the email marketing method to offer the customized services to their consumers by considering the web analytics as it could be effective for evaluating the campaign performance. Clinton card will also concentrate on their content before delivering their information on the web as it could be effective for making a unique image in the marketplace and obtain a reliable outcome.

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