Digital Marketing Assignment Paper
Question Description
You have recently been appointed as Digital Marketing Executive for an integrated marketing agency. As part of your first project in your new role, the Head of Marketing has asked you to investigate how Toys “R” Us could have utilized new strategies to strengthen and reinforce its digital marketing capabilities Your task is to write a report that addresses the following:
- Discuss the differences between Traditional and Digital Marketing. Explain why it would have been important for Toys “R” Us to invest in digital marketing. LO 1
- Illustrate how Toys “R” Us could utilize website optimization techniques to improve performance. LO 3
- Critically discuss how Toys “R” Us can use Optimization (SEO) and Pay-Per- Click advertising (PPC), to improve its website visibility amongst its competitors.Digital Marketing Assignment Paper
Clintons Clintons Cards was founded in 1968 by the late Don Lewin. Greeting cards were once rumoured to be the most profitable product on the high street (retail insiders suggested a £3 card could cost Clintons as little as 30p to buy from a manufacturer), but by 2012 it had ignored the threat of email and e-cards. Their mantra “birthdays and anniversaries never go out fashion” was still right, but the way people once celebrated them definitely had. What’s more, their business model of dominating high streets with multiple stores and buying out its competition was outmoded by the late 2000s. By the time it had launched its own e-card side of the business, it was too little too late.
At their peak: owning more than 1,000 stores, Clintons once controlled 25 per cent of the greeting card market.
Who replaced them? Clintons is now run by American Greetings (the world’s biggest greetings card firm), but online retailers like Funky Pigeon and Moonpig dominate the UK personalized greetings card market. Additional information http://www.bbc.co.uk/news/magazine-18020006 You have recently been appointed as Digital Marketing Manager for Clintons. As part of your first project in your new role, the Head of Marketing has asked you to investigate some new strategies to strengthen and reinforce the organizations digital marketing capabilities and expertise. Digital Marketing Assignment Paper