Clintons, which was previously known as Clinton cards was established in the year 1968 was founded as a chain of stores in the UK by Don Lewin. Clinton is a well-known greeting card brand in the UK which specialises in selling greeting cards along with soft toys and other gift related product. The greeting card business which was once touted as one of the most profitable took a U-Turn after the advent of Internet, and the greeting card industry went on a soppy turn. However, by the start of the year 2012 the market again started gaining a sizable market share of greeting cards. Clinton cards at its peak managed more than 1000 stores in the UK and had a market share of 25%. At present the company is controlled and operated by American greetings but face a stiff competition from online retailers like Funky Pigeon & Moonpig who have dominated the market.
The purpose of the assignment here is to identify new strategies to strengthen and reinforce Clinton cards digital marketing expertise and capabilities to give impetus to its present marketing scenario. In order to do so, the report will focus primarily on 6 aspects to create a formidable digital marketing strategy and also to understand the digital ecosystem in detail. The report will highlight the major difference in traditional and digital advertising and what makes digital marketing such lucrative for Clinton cards. The second part of the report will focus on the website optimization techniques to improve the web performance of Clinton cards. The next section will cover one of the most important modules of Internet marketing, critical analysis of SEO and PPC to improve the web visibility amongst the competitors and gain a sizable traffic flow on the website. It will also be interesting to see how online display, video and social media marketing can be of immense help to Clinton cards. Further to add, it will also be seen how Clinton cards can encompass email and content marketing in its digital marketing strategies and towards the end how Clinton cards could benefit from website analytics and improve its performance.
Over the last decade or so, marketing in general has evolved to a greater extent, the ways brand market and promote their products have taken a 360 degree phase shift and have moved from traditional tools of marketing to the conventional tools of marketing. Digital marketing in very simple words can be understood as the usage of digital channels to promote product & services of a company. The different digital channels can be Social media, Website, Affiliate marketing, Usage of Blogs, Content marketing, e-mail marketing, Usage of SEO and SEM and many more. It is the inherent ability of digital marketing to allow a 2 way communication between the brand and the customers on a real time basis, which lead such a revolution in marketing which reduced the role of traditional marketing in the present day ecosystem(Kotler, Kartajaya & Setiawan, 2016)..
Traditional media was in vogue since the advent of Print and TV and single headedly dominated the advertising space, until 2000s, when Internet came into existence and people started experimenting with the novice technology. Traditional marketing in simple terms is the usage of Print media, TV, Newspaper Ads, Radio ads, billboards and more so. It is not that, organizations are not focussing on traditional media in their marketing strategies, it just that organization are now more focussed on creating a balanced marketing strategy encompassing the best channels of both the media(Ryan, 2016).
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Digital Marketing |
Traditional Marketing |
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Digital marketing is the usage of digital media such as Social media, website, SEO, SEM, Blogs and so to promote the product and services of an organization(Armstrong, Kotler, Harker & Brennan, 2015) |
It is the usage of Print, TV, Billboards and Newspaper to promote the product and services of the organization. |
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It is a cost effective, gives better return on Investment thus less expensive. |
One of the biggest demerits of traditional marketing is the high cost incurred to attain the marketing objectives. |
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Digital Marketing is in vogue due to its feature which allows the advertiser to target a relevant set of customers |
It is a mass communication media technique; there is absolutely little or no control over the set of customers to be targeted. |
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It is a 2 way communication |
It is a one way communication. |
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Tracking of the result or deliverable is extremely easy and effective. Monitoring of the advertising campaign helps the brand to review or revisit the campaign deliverable (Royle & Laing, 2014). |
The tracking of the campaign through traditional marketing is extremely difficult, it is also next to impossible to target the right set of customers. Due to its being a tool for mass communication, the chances of budget pilferage are humongous here. |
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Longer duration of ad is possible, due to low cost |
Shorter duration of ads due to lower cost. |
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It is aimed at engagement and conversation with the target audience. |
The purpose here is to just broadcast the message. |
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Storytelling format is used here in the form of stories, reports and testimonials |
The advertisement is broadcasted with the vision of ads, slogan and promotion. |
The UK has an internet penetration of over 84%, according to the study conducted in the year 2016, also the device penetration in the country is beyond leaps and bound, this makes the UK a great market for implementing digital strategies in order to gain a sizable market share (Kannan, 2017). Some of the reasons why Clinton should focus on investing in digital marketing are:
The population of UK stood at 63,182,000 in the year 2016 and comprises of a people with high digital literacy. The high internet penetration is another evidence of digital literacy. Digital media can help Clintons to reach those digital literate audiences and increase its brand awareness(Yasmin, Tasneem & Fatema, 2015).
Digital marketing has plethora of advantages which makes the medium one of the fastest and the result oriented medium for marketing. Clinton can use the channel to frequently deliver impression to its internet audience, plenty of times.
One of the pivotal advantages of Digital media is its ability to have a two way communication with its customers which helps in building trust and relationship with the brand.
Website optimization is one of the fundamental element of digital marketing exercise, as it is a reflection of how good or bad the company’s product or services are, thus it becomes important to pay heads towards improving the performance of the website. A website has to be friendly, intuitive, easy to navigate, providing experience to the user, fast to upload and providing relevant information to the consumers (Butkiewicz et. al., 2015).
According to the report of Yahoo, 80% of the website loading time goes in downloading the different parts of the web page along with different images, scripts and the style sheets. A lot of simple techniques can help Clinton card in HTTP request reduction, some of the techniques which can be used are:
Various Java Scripts and HTML coding goes behind creating one single web page, as the web page and the web site grows in complexity, so does their code file, thus requiring much time in loading the web page. Hence, it is advised that Clinton cards to use the technique of File compression as it would improve the performance of website as much by 80 %( Zahran et. al., 2014).
This technique helps the reduction in server load, usage of bandwidth and latency. Clinton has to use CDN which can be further used as web caching software to store the files of documents which passes through their system.
Code minification is what makes the website really smart by using machine learning, it is the ability of the system to distinguish discrepancies between the codes written by web developers and how the network comprehends the code. Code minification thus reduces the extra spaces in the code, comments and also brings a significant reduction in the crunch variable name to further minimize the code (Qian, Sen & Spatscheck, 2014).
It is one of the most prevalent techniques used in web optimization, in this non-essential information on the header along with lower image quality or high resolution images are removed. The changes in colour gradient and pixel are hardly noticeable to the clients, but help the website tremendously (Balachnadran et. al., 2014).
It is advised that vector graphics are to be replaced by resolution independent raster graphics which helps to make the site light to use and paves the way for easy navigation.
As the name suggests, it is a big NO-NO when it comes to uploading the original images on the website, it just makes the site very heavy. Using tools such as TinyPNG, Kraken.io, JPEGmini, and many such tools reduces the image of size and optimize the website (Su & Chen, 2015).
These can be seen as the performance killer, as a redirect creates additional pages and doubles the time originally required to load the initial HTML page. A 301 redirect is a permanent redirect and 302 is temporary in nature, Clinton card has to identify such redirects and eliminate them to optimize the performance of its website (Yu, Park & Yip, 2014).
Cloud based website monitoring will help Clinton save a lot of cost in terms of scalability, efficiency, hosting and other such factors, implying high performance of its website.
It is a good technique to prefetch the domain name to resolve a domain name before a user actually follows the link.
It only shows that the website is coming from a trusted source, but is also something which is a mandate in the present day as it ensures the certification and trusted source of the website.
Web font such as Google fonts add extra HTML request thus reducing the website loading time. It is thus advised that Clinton should focus on browser support, use the styles which are required and keep the set of characters in the website to a minimum.
This will help Clinton cards to save some valuable bandwidth and ensure that the HTTP link is not embedded on other’s website, which would result in reduction of website loading time.
Infrastructure here implies the web hosting, the faster it is, better it is for the web site. Clinton has to opt for web hosting services which are fast and does not use shared resources.
These are again the performance killers of any website and are generated in case any file is missing from the server. This can be reduced only by monitoring and inspection of the website links on regular basis.
As the name suggest, it is highly advisable to make the site heavier by piling in oodles of unnecessary data. Clinton card has to keep updating its data on the website and reduce the data which is redundant or of no use to the customers (Nguyen, Lu & Lu, 2014).
SEO or search engine optimization as the name suggests is the practice of improving the quality and quantity of traffic coming onto the website organically. It is known fact that majority of the data which comes on the website is driven by Search Engines, Social media and affiliate marketing, thus the content on the website has to be optimized in order to ensure the quality and quantity of the traffic from the search engines. Search engine are useful as it provides targeted content to the user, thus website have to be optimized for search engine to appear every time in the search query, thus even pushing its rank higher on these engines(Zilincan, 2015).
Clinton can use website analytics to have a competitor search, keyword research and traffic research. It is mostly the data gathering step of SEO and Clinton can gather good amount of information about the best landing pages, competitor strategy and the best performing keywords from here (Giomelakis & Veglis, 2018).
This is one of the most important steps in the SEO process holding a lot of significance for Clinton cards. Brainstorming on the key word, ranking the keywords and usage of tools such as MOZ tracker and Google ad word can be leveraged for data gathering on Keyword for Clinton Cards (Ledford, 2015).
This is optimizing the performance of the website, as discussed in detail in the previous segment. Minimizing HTTP request, Lossy compression, Redirects, Web architecture and many more can be performed here by the Clintons.
Another important element of the SEO technique, in here it is required to work on the title, tags, keywords , meta description and landing pages for optimization and capturing most of the information about the consumers. Content optimization helps in easy search of the website on the search engine and helps in directing the user from any source to the website (Baye et. al., 2016).
This is an extension of content optimization technique, it uses link consolidation, competitor asset, partner links and natural link building, and these link builders will help Clinton cards to be visible in the SERP.
Clinton cards will have to ensure that the website is performing in accordance to the deliverables and the amount of traffic it is drawing on the website. In case of any deflection, Clinton cards can look back words and rework on its SEO Optimization strategy (Neacsu, Woods & Sheldon, 2015).
It is the last step of SEO optimization process and requires Clinton cards to monitor the brand, brand engagement and addressing the feedback of the consumers.
Further to this, in order to measure the success of SEO optimization, a number of Metric or KPI can be seen, such as:
Search Marketing, PPC or Pay Per click or Inorganic marketing is the process of gaining traffic on the website by buying advertisement on search engines and digital platforms. PPC has gain popularity in the last couple of years, since advertisers started spending a lot of money on buying an advertisement to appear on top of the rankings. PPC helps in promotion of the product, increasing brand awareness and visibility and most importantly to increase the sales of its product and services by diverting the web traffic on the website. Clinton cards have to focus on the Key elements of PPC to drive a successful marketing campaign (Mangani, 2004)
Ad relevance and quality score are the two most important parameters which the search engine use while showing the targeted ads to the consumers. Every time the user search for the key word on which the website have already bid for, the quality score of the website increases and so does its ranking on relevancy. At the same time, higher the quality score, lesser the website has to pay for bidding on the keyword (Fjell, 2009).
PPC or Pay per Click bidding happens only on the keyword, the company which pays more for the keyword, combing with other factors such as quality and relevancy score forms the backbone of PPC advertising. Thus Clinton cards have to focus on the following steps as a part of its Keyword management strategy:
In this type, the ads which are shown to the user are only in the format of text, it is advisable to Clinton to use display network owing to its product offering.
In this type, the ad appears both in text and display on the site of the publisher.
Choosing a network which has the maximum flow of traffic and large number of publishers will help Clinton cards in getting the desired amount of traffic on the website. Google has the largest network accounting for almost 67% of the Global Network. However, it is advised that Clinton cards optimise its content for other network such as Bin and Yahoo as well (Kniaz et. al., 2018).
Money on PPC is gone in a whisker if attention is not paid towards the setting of bidding and budget for the campaign. It is advised that Clinton cards to set up daily budget for its marketing campaign and in the later stage go for bidding process such as enhanced CPM.
Ad extension is some of the enablers which push the delivery of the PPC campaign for any brand. These are the site enabled links which appear in the SERP (Search engine result page), and can be used for Location, product and services, address, special offers and more so. These ad extensions will help in increasing the visibility of the page and promoting specific pages through PPC (Khraim, 2015).
Thus, a combination of Both Search Engine optimization and Pay Per click will help Clinton Cards to increase the visibility, increase the brand and market awareness and push the sales of its greeting cards.
Every state has its own laws and regulation when it comes to digital advertising, the underlying rationale here remains that the sentiments of the consumers are not harmed in any way, moreover digital marketing should not be done to harm the domestic businesses. Since March 2011, digital advertising started falling more seriously into the ambit of Advertising Standard Authority (ASA). In short, it means that any digital advertisement which prompts for sale has to comply first with the committee on advertising practice (CAP) codes on advertising(Noel & Babor, 2017). The regulation on digital advertising in UK can be stated as:
Besides this, ASA added some more regulation to the mix to make it more protectionary for the customers and domestic businesses. These regulations are in related to the remit the UK government get from:
Another contemporary from of Digital marketing which conveys the message or the information of the brand using text, logos, GIF, rich text, animations and other type of graphic material. The richness of the content in advertising coupled with strong targeting makes this media extremely popular amongst the brands. Clinton Cards, which is in the business of greeting cards, can leverage the medium for better engagement and conversion across multiple channels (Halligan & Shah, 2014).
Thus, Clinton cards has a good platform here to make the most of the online display and video advertising by increasing the awareness, increasing the visibility and engaging the potential customers and strengthen its position amongst its competitors(Scott, 2015).
Ad Formats- The first important step is to choose from a variety of ad formats available on the publisher site to display the ads. Some of the popular ad sizes are:
Leader boards-(728*90 Pixels)
Skyscraper-(160*600, 120*600 Pixels)
Billboard- (970*250)
Mobile Banner-(320*50)
Full Banner – (468*60)
Potrait-(300*1050)
Selection of the Goals and KPI of the campaign- In order to measure the success of any campaign, the primary elements is to establish the goals and the objectives for the campaign. In this case here, Clinton cards wants to increase the brand awareness, visibility, engagement, conversion and traffic on the website by a factor of 10X (Wang, Kim & Malthouse, 2016).
Defining the Target Audience- As mentioned earlier that digital marketing score over traditional marketing owing to its unique capability of providing the option of selecting the audience for Ad targeting. In the case of Clinton ads, the target audience will be 16-54, both males and females (Kumar & Gupta, 2016).
Media Buying-Media buying as the name suggest is buying inventory on the Publishers site, Network, ad agencies and demand side platforms.
Creating the creative for the campaign-It has been proven that GIF have in general more conversion than the normal ads, thus using this feature Clinton cards can drive good conversation and engagement with its target audience (Batra & Keller, 2016).
Tracking & Optimization- This being the last step of display advertising and gives the power in the hands of advertiser to modify the content, change target audience, landing page, creative, size of the creative and many more changes to meet the KPI’s of the campaign(Gardner & Lehnert, 2016).
Over the last decade, it is social media and social media marketing which has done wonders for all kind of business. E-commerce companies, FMCG, Apparel brands, Food companies, eateries, restaurant and all sort of businesses are rapidly exploiting the fruits of social media marketing and trying to engage as much as they can with their target audience. It is the growth of platforms like Facebook, Instagram, Twitter, Linked-IN, Snapchat, Pinterest, Baido and many more which lead to the revolution in social media marketing. Social media marketing is an effective tool not only to increase the awareness, visibility, engagement, but it is also an active medium which helps in social listening to what the customer is talking about the brand. Clinton Cards, which lost its share of business to Moonpig, has a great opportunity here to again build connect with its audience and gain a sizeable market share in the competitive industry (Tuten & Solomon, 2017).
Instagram which is owned by Facebook is becoming rapidly popular among the millennial audience (18-35); the tool is rich in Imagery content, video content which clicks at a go with the consumer’s. At the same time, Instagram has an option of sponsored content, which further gives impetus to the marketing campaign of the brand. Its newly added feature of story can allow for more engagement and conversation with the consumers and increase the reach of the campaign (Stelzner, 2014).
Twitter as we all know of is the largest micro-blogging platform which lets a user connect him with his followers or outer world in 140 characters, minus the GIF and Video content. This platform holds good relevance to Clinton cards as the brand can easily get 2-3 influencers on boards and start promoting themselves through the network of those influencers. These influencers have hundreds and thousands of followers, who can further promote the message, thus helping Clinton Cards to create a name for itself in the market and boast its revenue sales (Ashley & Tuten, 2015).
It is very difficult to say or even predict as to what is better, Online display or social media marketing, as both holds a great relevance, importance and has specific advantages and disadvantages over the other. However, looking at the demographics, and the time people spend on Social media, Social media marketing I a better platform for Clinton Cards to promote its products and increase the brand awareness.
As the name suggests E-mail marketing is the process of sending mails to the customers or potential group of customers with the aim of making them purchase with the brand. Email marketing has plethora of uses as well, such as sharing of information, providing knowledge, offering customized discounts and offers, making the customers aware of the new policies of the company or the addition in its product line or promoting its new product line and other such uses. Email marketing is used in tandem with the entire marketing campaign of the brand and creates a comprehensive targeting for the clients. People consider email marketing as spam; however, if the emails are created in a way that it looks like they are coming from a genuine user and offers values, they have a high open rate, and less bounce rate (Wheeler & Chintagunta, 2016). Clinton cards have to use the following steps in order to extract the best out of its marketing campaign:
Clinton Cards can also use Email marketing to capture data from the clients which can help them in delivering customized solution to them in the following ways:
Thus, E-mail marketing can be of great help to Clinton cards to capture the data of the target audience, creating customized offers for them and push them to make a purchase with the brand, and then with the use of other forms of marketing turn them into a loyal and a repeated customer (Stewart, 2014).
Back in the days, the saying used to be that “Customer is the King”, however in the present day, the saying has been tweaked to “Content is the King”, the credit of which lies to digital marketing. Content marketing as the name suggest is the creation and distribution of the content which is targeted to a specific audience for a specific purpose with high relevancy (Pulizzi, 2014).
Content marketing is relevant in all other forms of digital marketing such as Web Optimization, Social media marketing, Email marketing, Affiliate marketing and Display advertising. It is the content with which the customer engages at various levels, the content can come either from social media in the form of post on Facebook, Instagram or Twitter, or can be created in the form of Blogs by either the in-house creators or professional bloggers, in both the scenarios, it is the content with which the people are engaging, thus it is important to make the content of high value and information for the customers (Holliman & Rowley, 2014). Clinton cards can use content marketing for the following reasons:
Thus, it can be said that Content marketing is the prerequisite of all the digital marketing activities done by Clinton cards, and it does not matter how much the brand spends towards digital marketing, it is the Content which delivers value for the brand. Thus, to Clinton cards, the biggest recommendation is to create a team of strong content writers who can not only create engaging content for its users, but also give boast to the marketing strategy of Clinton cards (Baltes, 2015).
Web analytics is synonymous to monitoring the progress of the marketing campaign and evaluate its performance on the digital media platfroms. Web analytics holds great utility for Clinton cards, as spending money on Social media is easy, but in order to drive Return on Investment, the organization has to use web analytics to see how the campaign is performing. Elements such as impression to be delivered, Cost per click, Pay per click, Cost to reach, Cost to acquire a customer and many more give detailed insight to the brand. This information can then be used to tweak or modify the campaign to get desirable result (Jarvinen & Karjaluoto, 2015).
For instance, if Clinton Cards is unable to deliver the ROI by promoting its product on Instagram, the company on seeing the data can easily decide what is the missing element due to which they are unable to extract the ROI. This can be replicated to all the tools and platforms of digital marketing as every platform has its own analytic tool which Clinton Cards can use to revisit its marketing campaign and ensure the delivery of its campaign objectives. More than just the ROI, analytics is of great help when it comes to understanding the journey of the user, the machine learning tool helps in tracing the journey of the customer right from the moment he first saw the advertisement till the time he dropped off or made a purchase. Such detailed insight about the customer will help Clinton Cards to revisit its marketing efforts, campaign objectives and even identify and lacunae, if so, in its marketing campaign (Scholl, 2016). Google analytics is one of the widely used tools which are recommended for Clinton cards; however a set of other tools can be used as well to give detailed insight on the performance of the campaign:
Conclusion
It is the need of the hour for Clintons to invest heavily in digital marketing to not only spread a word of mouth in the market , but also to beat the existing competition and achieve the position of market leader in the UK market. The company has to focus on all the dimension of digital marketing to create a formidable strategy to win over the market it lost to its competitors. The first step is focussing on its website optimization leading to the usage of SEO and PPC to build awareness and drive traffic on its website(Marz & Warren,2015).The next cogent step for Clinton cards will be the usage of Social media platform to build engagement and drive conversation with its target audience. The next step has to be using Email marketing to deliver customized offers and solution and towards the end using web analytics to measure the performance of the campaign. Clinton cards has to sit back and focus on the kind of content they have to create in order to engage with its customers, however it is highly advisable that the brand focuses on using Rich content because of its product offering to drive engagement with its target audience.
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