This is an era of digital business and hence companies are adopting different digital mediums for doing their marketing. This helps company in not only reaching to larger numbers of consumers but also helps them in reducing the cost of operations (Atazky, et al., 2013). Digital marketing has become a trend especially in the retail companies. Apart from this there are many tools that are present in the digital marketing which company can use to make sure that they have an effective marketing plan. This will help them in ensuring higher growth. This is essential for the companies that has limited amount of resources as compared to that of its competitors. HMV is a UK based entertainment retailer which is having its first store on Oxford Street. It was established in the year 1921. This report highlights the use of online tool for making effective marketing strategies. It also explains the use of email market and social marketing strategies for attracting new consumers while retaining the old ones.
It is an era of global business that runs on the digital mediums (Barker, et al., 2012). Almost all the industries in an around the world have moved towards the business that runs on the digital mediums. It has become essential for the firms to make sure that they have adopted digital means for performing their operations (Thomas, 2011). In the field of marketing companies like HMV needs to invest a lot more on the digital marketing capabilities. This needs to be done in addition to its existing traditional marketing mechanisms.
Use of Search Engine Marketing tactics for improving the website visibility among competitors
HMV applies various kinds of digital marketing strategies for promoting their products. This helps them in doing marketing in most cost effective manner as compared to that of other traditional marketing methodologies. It is to be understood that digital marketing is of no use unless the consumers can easily reach to website of the company (Castronovo and Huang, 2012). To enhance the number of people opening the website of the company Search engine marketing can be highly useful. It is crucial for the company to enhance the traffic flow towards their website. More traffic ensures better chances attracting new consumers towards the products of the company. It is necessary for the expansion of the company in the new markets. Flow of traffic depends on the easy accessibility of the website on the internet mediums. With the use of Search engine marketing tactics company can increase the flow towards the company. Since people generally do not look for the search results that are generated at the last but generally looks for the website that came on the top of the search results. To bring the website on the top of the search results one of the most important things that need to be done is to take use of lot of keywords in the pages (Stone and Woodcock, 2014). It must be related to the major products that company aims to sell using its website. Tools like Search engine Optimization helps in making this results. SEO acts a master tool for increasing the visibility of the website.
Steps undertaken to design effective PPC
There are several tools that can be used by the for search engine marketing. Pay per click is the tool that is used for creating clicks for the website. Steps for designing effective PPC are:
Steps undertaken for designing and effective SEO
The steps are as follows:
Steps undertaken for design and effective online display and video advertising campaign
Ways in which HMV can target the audience through SEM
Several things are done by the HMV for attractive potential consumers towards it. First of all cited firm checks that consumers can see the products on the online mediums because of its flexibility of accessing. To make sure that HMV attracts larger consumers it depicts the contents that supports brands. This can be done by showcasing all the books, music channels and other products in a creative way (Wertime and Fenwick, 2011). As the consumers goes on the appearance of the websites, HMV can develop a creative website to provide better experience to its potential consumers. This company has a contract with Lynchpin that monitors the HMV’s information as well as tracking the consumers online which helps in determining the flow of traffic.
Ways in which content marketing can be used for attracting customers
To make sure that website consists of the contents that are best and will assist them in getting real and long term consumers (Lamberton and Stephen, 2016). Appearance of the website assists in getting customers easily. It also helps in making sure that website functions in a best possible way by taking the use of maximum numbers of appropriate keywords. Content is the crucial part for any marketing as it directly describes about the products and services it has.
Laws and guidelines that need to be taken into account with regards to SEM.
At the time of choosing the keywords for the site, it must be noted that keywords must not be translated. It is also to be taken care that site must use appropriate standards for copyright so that its citation can also be seen in the search results (Leeflang, et al., 2014). A larger part of the page cannot be a copyrighted content. It is also to be taken care that site is free from any type of false or wrong data and keywords since it affect the content’s quality. Apart from this site must be legally registered before being part of SEO.
Ways in which email marketing and social media marketing can be used for HMV
Email and social media marketing has become the new form of doing marketing. This is due to the fact that these two are the places where large number of consumers spends their time.
Email marketing has transformed the ways of doing business especially it has benefitted the smaller players in the industry. In email marketing company targets some kinds of consumers with the help of various criteria and sends them advertisement links or information regarding their products. HMV also takes use of email marketing for offering some kinds of discounts on the products so that customer gets to check the site and sale can be increased. It is also used for having one to one conversation between company and its clients where consumers can send their queries through feedback (Lieb, 2011). This type of marketing adds more value to the internet marketing campaign as it is a direct form of marketing and almost attracts the attention of the consumers towards the products of the company. It is an easier and cheaper method of reaching to the larger numbers of clients at a single go. It also helps in solving the problem related to segmenting the consumers. This is due to the fact that email has an option of making the segment while putting minimum efforts. It also helps company in reaching to the consumers that are present in any part of the world. It is one of the best tools for retaining consumers as it is also a medium for communication and hence their queries can be easily solved. Constant and timely reminders to the potential consumers with the use of email marketing can help in attracting the consumers towards its offers. At the time a consumer is online he or she will check the email once in a day where they can see the mails of their choice. It’s the main line of the mail that attracts the consumers and hence the major line of the emails must be highly appropriate and attractive.
Apart from this Social media marketing can be highly useful in the whole performance (Wymbs, 2011). This is due to the fact that most of the consumers of the HMV are highly active on the social media sites. This will help them in reaching to the larger base of the consumers at the time when they are free. It is used by the cited firm to show their promotional campaigns with the use of multimedia. The information about the new products can be provided to the consumers. It is the fact that information travels at the social media sites at very high speed. It is a cost effective approach as if the people like the advertisements then they share the information to other people which will help in reaching to the maximum possible consumers with the little efforts of the company. Social media platforms like Whatsapp and Facebook are having billions of consumers and hence they are excellent place to market any product of the company. Since most of the product of the HMV is related to the youngsters and most of them are at highly active at social media sites hence company can easily market their products to them. This helps in making sure that most of the people are available at these sites and hence they can make sure that various kinds of products advertisements can be shown to them in a very short period of time. This also helps in adding new consumers to the base and helps in promoting to the consumers that are older. It is a good platform where companies can collect reviews and feedbacks about the products of the company (Lemonstand, 2018).
Among the several internet marketing platforms that is present social media can be one of the platforms for this purpose. It is highly beneficial for the firms that are facing higher competition from bigger players in the market like HMV. As these sites provides easy access to any consumer about the products of the company. Social media platforms can be used for sharing various types of multimedia messages. These messages can be highly attractive and can help companies in making their campaign more fruitful. It is also to be understood that companies these days have taken the use of Social media sites for collecting the reviews from the market. The likes and dislikes illustrate the popularity of any product that company aims to market. This helps them in focusing on the products that are doing well and remove those which are not performing in a better manner. Social media sites like Twitter helps the leaders of the company to communicate with the market and their junior level workers about the plans of the company.
It can not only be used for attracting new consumers but it also helps in engaging new ones. This is due to the fact that most of the people are highly active at the social media sites and company can promote their products and plans at these places. It will help them in talking to the new customers about the products of the company and understand their demand. This also helps in raising the standards of the marketing and as two way communication helps in shaping the marketing plans accordingly. Social media pages play a very important role in this regards. These pages are highly beneficial in terms of nurturing relationship with the clients. These relationship helps them in increasing their market base.
It can also be used for optimum marketing and keeping the consumers stable. For making this relationship more stable for longer run the tools like hash tags can be used by the company. These hash tags helps company in increasing the number of view. The better the utilization of has tags better is the chances that company gains popularity. This is the tool that a company can use to promote their specific plan like their offers or any particular product. In the era of digital business it is always difficult to bind the consumers towards the services and products of the firm. The brand loyalty is becoming lower in trends. Hence company needs to make innovation in its digital marketing campaign from time to time so as to continuously create buzz in the market. This will also help in enhancing the reach of the company in the new markets among the new customers.
Utilization of website optimization techniques for improving the website performance
It is essential for the company to find ways that can improve the performance of the website. Once a website has been launched there are several things that help in improving the performance of the website. Optimizing the speed of the website and gaining higher load space will help in improving the performance (Clifton, 2012). HMV has some of the basic pages that every consumer can visit. Keeping such pages in the caching section on the browser helps the website to enhance the speed significantly. The time when the consumers are looking for the products or searching for some television series on the website of HMV, the total response time must be less. This helps in grabbing the attention of the users as well as will help in longer stay of the consumers on the website. To solve this problem method of compression can be utilized where large pages that takes more time to load is compressed into smaller pages (Miller, 2011). This helps in enhancing the customer reach. It is justified with the fact that consumers switch pages that takes longer time to load and hence reducing the size of the pages is necessary. The best page is one that it has great quality content and has the images that are compressed. Image compression technique is a best image optimization technique and assists in reducing the load time.
In any business website plays a highly crucial role (Miller, 2012). This is because it website depicts the impression of products and services the company offers. Managing the traffic of the site is essential as it must not be affect the performance and speed. In order to take care of the users experience speed must be maintained as speed is the major factor for running a good website. It is true that the website those are faster in loading are very beneficial and gives improved user engagement and have greater conversion rates that results in better SEO ranking.
Apart from this a HMV can improve the performance of their website by the help of controlling HTTP requests as higher number of requests may slower down the speed with which the website opens. All the products must be categorized and put in a single file so that round trip of searching can be reduced. At the time of developing the extra code must be removed like spaces and comments that are not required (Neti, 2011). For the cited firm which that is being used all day long must take use of the cloud for storing the data. The major benefit of offloading a website and monitoring it on a cloud based host is that it decreases the website’s cost and enhances the scalability and efficiency.
Along with these external efforts it is crucial to keep an eye on which order products are loaded. If the products are loaded in appropriate sequence then it will decrease the response time and upgrades the performance of the site. As in the HMV site most of the users are those who download music files and series and hence it is crucial to reduce the download size. Other method for this is using Content Delivery Network which is a network of servers that is located at distinct geographical locations (Odden, 2012). Each of the server stores the duplicate of files present on the site. When a user request a file on the website the file is searched on the nearest server and is delivered from the nearest server so that user experience lightest load at the time. In the case of HMV products copies are saved in the nearest server so that whenever consumers listen to the latest libraries it could be fetched from nearest servers. This kind of setup is utilized for having a significant impact on the overall page’s performance.
Increasing the website performance can be done by reducing the resources by the means of eliminating redundant characters from HTML code and CSS file is not required. This speed up the load time because it minimizes the total volume of space occupied by code that requires being bided from the server continuously.
Apart from this it is crucial to optimize the database. Eliminating the old products that are of no use now or eliminating old tables that do not contain the relevant data. In the case of HMV there are few products or music libraries that is not available now or the products are out of stock. Cleaning out the old unused indexes is crucial for faster access.
Measuring the success of HMV’s digital strategy using analytics
It is crucial for the HMV to understand that the success of HMV’s digital strategy with the use of analytics (TechMagnate, 2017). It can be done by measuring the success of HMV’s digital strategy.
Effective Digital marketing Strategy for HMV
Conclusion
From the above report it can be summarized that it is crucial for the companies like HMV to invest in digital marketing strategies along with traditional methods of marketing. Digital marketing is a cheaper way of advertising the products and services of the company to larger part of the market. There are various tools like the email marketing and social media marketing that helps in making the process more effective and cost efficient. It is also necessary for HMV to measure the performance of various tools that are used in measuring the digital marketing campaign. This can be done by the use of various kinds of platforms and metrics. There are several methods using which a company can increase the traffic to the site. Apart from this company must utilize the ways that can be used for attracting new consumers as well as creating a long term bond with the consumers. Use of social media and emails can be highly beneficial in this regards.
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