The current report is based on the investigation of few new strategies for strengthening and reinforcing the digital marketing capabilities and expertise in the context of HMV. HMV is an entertainment retailing organisation operating in UK. HMV has nearly 125 stores in the nation and it operates under the name of the Fopp brand (Hmv.com 2018). The main products of the organisation include books, audio, Blu-ray discs, DVDs, CDs, video games along with growing range of television, movie and music. However, it was forced to shut down majority of its stores in Ireland for saving £7.8 million on wage budget.
In order to improve its business stability and diversification programs, the report highlights the significance of investing in digital marketing capabilities for the organisation. In addition, it would cover the ways of improving website visibility with the help of search engine strategies, while keeping in mind the laws and guidelines prevailing in the operating nation. The use of digital marketing tools like e-mail marketing and social media marketing for attracting the attention of the customers have been demonstrated as well (Leeflang et al. 2014). Finally, the report would shed light on the use of website optimisation techniques, analytics and key activities to be considered for designing an effective digital marketing strategy.
There are certain benefits that HMV could obtain by investing in digital marketing capabilities and they are enumerated briefly as follows:
Measurable results:
There is absence of any means to identify the number of individuals visiting the billboard or flyer rather than recycling the same (Armstrong et al. 2015). Digital marketing would provide HMC with valuable and reliable reports by depicting the number of individuals opening business website generated e-mail or click the website link.
Flexibility:
In the current era, traditional marketing fails to provide customised and personalised customer journey due to its generic nature (Baltes 2015). With the help of digital marketing, HMV would be able to use the preferences and interests of the individuals for tailoring messages and thus, personalisation is ensured as well.
Minimised barriers to entry:
It is often costly for an organisation to use traditional marketing tools, as television commercials, billboards and radio advertisements are not cheap certainly (Benz and Tanner 2017). As digital marketing tools come in scalable sizes, HMV could utilise all these products for reaching its target audiences.
2. Use of search engine tactics to improve website visibility for HMV
2.1 Steps to be undertaken to design and effective PPC, SEO and online display and video advertising campaign
Pay-per-click (PPC):
For developing an effective PPC strategy, it is necessary for HMV to carry out the three-step process, which is depicted as follows:
Conducting situational assessment:
In order to carry out the situational assessment, HMV needs to arrange a business download meeting with the main stakeholders to gain an overview of the business and the entertainment retailing industry of UK. The intention would be to examine the existing PPC performance goals regarding whether they are achievable and realistic. After completing such examination, it would be necessary for the organisation to conduct a thorough account audit and gap analysis for ascertaining the underlying performance drivers. In addition, it would help the organisation to determine if the accounting work is in line with the business goals (Bosomworth 2015). As a result, HMV could develop the guiding principle for account management. Finally, competitive evaluation needs to be made for identifying the success of the rivals in terms of bidding, creative messaging and keyword targeting. Accordingly, HMV could modify its account management policies for staying competitive in the market.
Development of account management policy:
After careful assessment of the overall situation, HMV could develop its account management policy, which would be written down for all stakeholders and they need to abide by the same (Leeflang et al. 2014). The policy could look like the following:
Development of an action plan:
As the PPC account of HMV would be managed for entertainment retailing products, the focus would be to draw maximum number of consumers possible. Depending on this information, the initial challenge would be to find additional potential customers (Chaffey and Ellis-Chadwick 2016). Hence, the policy for HMV would be to use paid search in the form of lead growth driver. The action plan supporting the policy would focus on remarketing and expansion plan.
Search engine optimisation (SEO):
The SEO strategy could be developed on the part of HMV by following the six-step strategy elaborated as follows:
Forming keyword list:
HMV needs to compile a list of minimum ten keywords related to its products. These keywords could then be plugged into the keyword tool of Google for determining variations to make business sense. This would enable the organisation to remain in keyword search mode along with keeping the keyword list spreading with search and industrial trends (Confos and Davis 2016).
Building keyword-focused pages:
The keyword list could be used for ascertaining the number of various web pages to be created (Chaffey 2016). The number of web pages created would coincide with the various products, offerings and locations of HMV. As a result, the customers and prospects would find it easier in the search engines irrespective of the keywords used.
Setting up a blog:
HMV could set up a blog, in which it needs to publish one blog at least once in a week. It needs to write interesting stuffs for its targeted audience along with inclusion of the pertinent keywords where appropriate for better search for the audience (Crittenden and Crittenden 2015).
Creating a link-building plan:
HMV could publish some blog posts, which could be shared on Facebook, Twitter, Linkedin and Google +. The other bloggers could be approached for guest blogging opportunities through which HMV could link back its website. Another method of attracting inbound links is using the blog for posting articles associated with current events or news (Charlesworth 2014).
Remaining current on SEO news and practices:
HMV needs to stay updated on SEO news and changes, which might influence its website and SEO strategy. The resources that could be used for staying updated include SEOmoz, SEObook, search engine roundtable and search engine (land De Pelsmacker, Van Tilburg and Holthof 2018).
Measuring and tracking SEO success:
HMV could create a monthly dashboard using the package of web analytics or Excel for monitoring the volume of traffic in the website from organic search (Leeflang et al. 2014).
Video Advertising Campaign
HMV can consider employing effective view of video advertising campaign that includes capitalising on you tube through product demo videos, webinars, company’s event videos and getting started videos (Dhar 2018). The company can also consider pushing out the sponsored video ads within the social platforms along with sending short and personalised videos to the followers.
2.2 Ways of targeting key audience through search engine marketing:
Highly effective search engine marketing strategies can be developed by HMV in order to increase its brand awareness and demand. These strategies involve paid search ads to attain high web traffic by desktop or cell phone web search. SEM strategy of the company can also consider advertising with Bing or Google that also drives search advertising for Yahoo (Heinze et al. 2016). Both the “pay-per-click” and “cost-per-click” can be explained as bidding model, which can charge the company when any individual clicks on the ad. The company can easily target its major audiences through developing a clear design, an innovative headline and a compelling call to action that will be easy to spot and can be optimised (Jackson and Ahuja 2016). Moreover, following certain SEO best practices along with optimising the lead capture form through signing up website review and service woorank form can attain the company with high quality leads and increased responses. Moreover, LinkedIn ads can also offer several targeting options along with cost efficient innovative manners for attaining consumer attention. Along with that the company is recommended to optimise all its website content to attain advantages of increased consumer visibility.
2.3 Use of content marketing to attract customers:
Content marketing strategy can be used effectively by HMV Company to attract huge consumer base. To provide tough competition to its major business rival, Amazon, it can develop a simple website having accurate content that is required by its prospects (James, Zhang and Williams 2017). The company must consider employing an excerpt and them associating with the original content. HMV Company can curate blog posts, articles, interviews, and info graphics along with individual perspective of the company (James, Zhang and Williams 2017). To grab consumer attention an innovative content marketing strategy can be implemented by HMV that considers publishing an eBook that provides assistance and advice to the audience the company is trying to reach.
HMV must also attempt to convert new consumers from social media through generating and distributing content which offers proof points to the sale (Järvinen and Karjaluoto 2015). In attaining such objective an extremely effective piece of content can be a demo video or explainer video. A social media tool named “Little Bird” can offer a demo video within the home page that explains the tool in action which can be employed by this company.
2.4 Laws and guidelines to be considered for search engine marketing:
Certain SEO quality guidelines must be followed by the company that has basic principles to support the steer site owners attain the suitable path (Kannan 2017). The laws and guidelines that can be considered for the search engine marketing by the HMV Company are explained below:
3.1. E-mail Marketing for Retaining and Engaging New and Existing Consumers for HMV
Consumer retention needs complex understanding regarding the ways in which HMV can use e-mail marketing for increasing consumer retention leading to direct increase in amount of money attained from consumers (James, Zhang and Williams 2017). There are certain e-mail marketing strategies that can retain all its target consumers and can increase their engagement with the company’s brands. These are explained under:
3.2. Social Media Marketing for Retaining and Engaging New and Existing Consumers for HMV
The most effective way to retain consumers is by means of social media (James, Zhang and Williams 2017). This is for the reason that social media serves as personal platform which offers deep insights within consumer preferences and behaviour. The manners in which social media can be used in consumer retention are explained below:
3.3. Most Suitable Marketing Channel
HMV Company can easily attain benefits through employing either or both of e-mail and social media marketing in retaining its new and existing consumer base (James, Zhang and Williams 2017). However, as the company needs to retain its consumers in highly effective and competitive manner because of its strong rival Amazon, e-mail marketing strategy is deemed to be best. This is for the reason that, it has been observed that one among five marketing emails gets opened having a click through rate of 3.57%. On the other hand, on Facebook this rate comes down to nearly 0.07% (James, Zhang and Williams 2017). As the company is trying to market its products in the most effective manner e-mail marketing is suitable. It has also been observed in an emarketer study that returns on investment for e-mail is 122% whereas, social media has this rate of about 28%. For this reason, e-mail marketing can turn out to be effective for HMV Company for people tend to check email frequently in comparison to social media. With e-mail the company can segment its list in several ways as it desires to target specific demographics (James, Zhang and Williams 2017).
There are certain website optimization techniques that can be employed by the HMV Company for enhancing the performance of its website. The most effective web performance optimization techniques are explained (Leeflang et al. 2014). This includes file compression, code modification, image optimization, vector graphics optimization, glossy compression, web catching optimization and reduction of HTTP requests. In addition, the more HTTP requests attained by the web page, the slower it will be loaded. Site speed can be decreased and performance can have increased through the following web optimization techniques:
Use of analytics for measuring the success of HMV’s digital marketing tools and strategy can be considered for an effective monitoring process and for attaining competitive edge over its business rivals such as Amazon (Leeflang et al. 2014). These monitoring analytics are described under:
Certain vital activities can be incorporated within HMV Company for making its digital marketing strategy effective enough to provide tough competition to Amazon. These strategies are explained under:
Conclusion:
In order to improve its business stability and diversification programs, the report explained the significance of investing in digital marketing capabilities for the organisation. In addition, it also explained the ways of improving website visibility with the help of search engine strategies, while keeping in mind the laws and guidelines prevailing in the operating nation. It was gathered from the paper that there is absence of any means to identify the number of individuals visiting the billboard or flyer rather than recycling the same. Digital marketing would provide HMC with valuable and reliable reports by depicting the number of individuals opening business website generated e-mail or click the website link. Considering the situation of HMV Company, use of analytics for measuring the success of HMV’s digital marketing tools and strategy can be considered for an effective monitoring process and for attaining competitive edge over its business rivals such as Amazon. Content marketing strategy can be used effectively by HMV Company to attract huge consumer base. To provide tough competition to its major business rival, Amazon, it can develop a simple website having accurate content that is required by its prospects. Accordingly, HMV could modify its account management policies for staying competitive in the market.
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