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DMKT5008 Digital Marketing

tag 0 Download 22 Pages / 5,335 Words tag 06-03-2021


Toys “R” Us is a more recent story about the financial struggle one of the world’s largest toy store chains.  With the benefit of hindsight, Toys "R" Us may have led to its own undoing when it signed a 10-year contract to be the

exclusive vendor of toys on Amazon in 2000. Amazon began to allow other toy vendors to sell on its site in spite of the deal, and Toys "R" Us sued Amazon to end the agreement in 2004. As a result, Toys "R" Us missed the opportunity to develop its own e-commerce presence early on. Far too late, Toys “R” Us announced in May

2017 its plan to revamp its website as part of a $100 million, three-year investment to

Jump-start its e-commerce business.

While filing for bankruptcy in September 2017 under pressure from its debt of US$1bn and fierce online retail competition, it has continued to keep its physical stores open.

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 utilised   new   strategies   to   strengthen   and   reinforce   its   digital   marketing capabilities

Your task is to write a report that addresses the following:

  1.   Discuss the differences between Traditional and Digital Marketing. Explain why it would have been important for Toys “R” Us to invest in digital marketing.
  2.   Illustrate how Toys “R” Us could utilise website optimisation techniques to improve performance. 
  3.   Critically discuss how Toys “R” Us can use Optimisation (SEO) and Pay-Per- Click advertising (PPC), to improve its website visibility amongst its competitors.  Discuss how
  4.   Online Display & Video Advertising and Social Media Marketing can be used to attract, retain and engage new and existing customers. 
  5.   Outline how Toys “R” Us could have incorporated Content and Email Marketing into its digital marketing activities. 
  6.   Explain how website analytics could have been utilised by Toys ‘R’ US.
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