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1. Discuss why it is important for HMV to invest in its digital marketing capabilities in addition to its existing traditional marketing know-how.                                                    2. Critically discuss how HMV can use Search En ...

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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.

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