Importance for Investing in Digital Marketing
This is an era of digital business and hence companies are adopting different digital mediums for doing their marketing. This helps company in not only reaching to larger numbers of consumers but also helps them in reducing the cost of operations (Atazky, et al., 2013). Digital marketing has become a trend especially in the retail companies. Apart from this there are many tools that are present in the digital marketing which company can use to make sure that they have an effective marketing plan. This will help them in ensuring higher growth. This is essential for the companies that has limited amount of resources as compared to that of its competitors. HMV is a UK based entertainment retailer which is having its first store on Oxford Street. It was established in the year 1921. This report highlights the use of online tool for making effective marketing strategies. It also explains the use of email market and social marketing strategies for attracting new consumers while retaining the old ones.
It is an era of global business that runs on the digital mediums (Barker, et al., 2012). Almost all the industries in an around the world have moved towards the business that runs on the digital mediums. It has become essential for the firms to make sure that they have adopted digital means for performing their operations (Thomas, 2011). In the field of marketing companies like HMV needs to invest a lot more on the digital marketing capabilities. This needs to be done in addition to its existing traditional marketing mechanisms.
- Digital marketing can help company to understand the needs of the market as major part of the marketing research can be done through digital mediums like Social media platforms and others (Booth and Matic, 2011).
- It also helps in having knowledge about the ways that competitors are doing their business.
- It also helps in reaching to larger numbers of consumers at single click irrespective of nation’s boundary.
- In the past HMV took used to promote the branding of the products with the help of loyalty schemes but the days have changed and company needs to reach to new potential consumers. Now a day people spend most of their time in such internet mediums.
- Digital marketing schemes helps in making sure that company can reach to almost all the types of target audience targeting to make them aware about the products and services of the company.
- Apart from this it is also to be understood that major competitors of the firm are already using such mediums and are doing good. This increases the need of the company to adopt such mediums for marketing of their products.
- One of the best things about investing in the digital marketing capabilities is that it provides large return on investment (Strauss, 2016).
Use of Search Engine Marketing tactics for improving the website visibility among competitors
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.
Use of Different Tools for Increasing Visibility
Steps undertaken to design effective PPC
There are several tools that can be used by the for search engine marketing. Pay per click is the tool that is used for creating clicks for the website. Steps for designing effective PPC are:
- Setting goals: It is crucial for the company to make sure that they do not deviate from their actual target and hence it is essential that a proper goal or objectives is created for building an online marketing plan (Chaffey and Patron, 2012). Setting goals includes fining out the major objectives of the cited firm and planning accordingly for diverting more traffic. Once the marketing objective is pretty much clear and appropriate then only a proper PPC is created. For each of the goals a proper planning is required.
- Selecting Platforms: Several channels are present for PPC such as Facebook, Twitter, You-tube, Google and many more (Saravanakumar and SuganthaLakshmi, 2012). It is the role of the marketing team to make an intelligent choice for one platform as per the products they want to market.
- Target planning: After selecting one of the platforms for the PPC it is crucial that A company understand that for which market they want to advertise their products. This helps in making the whole marketing process more effective. Targeting of audience is done on several criteria’s. When a local marketing needs to be done then geo-targeting is used. It is a way of optimizing the results as per the specific location.
- Researching on keywords: It is the important step in PPC where the list of Keywords is created. It depends on the products that are in demand as well as the things for which company wants to ensure visibility of their website on the top. Set of basic keywords is generated which helps them in uplifting their position in the search results. It is essential to check the set of keywords on the basis of cost (Schlinke and Crain, 2013). The keyword that does not add to the traffic flow is eliminated and new keywords are added to the set.
- Writing efficient Text for advertisements: Advertisements are understood as the key to the marketing as it promotes products and other services on platforms of search. Advertisements must be creative in terms of text that is being used and the way it has been used. Texts must be appealing to the audience. A more innovative text generates more traffic towards the website. Adding of extension provides extra benefit (Scott, 2015). It makes sure that high quality has been served.
- Optimizing the Landing pages: At the time user clicks on the ads it directly gets redirected to the landing pages. As the quality of the Landing pages is an essential factor to identify the traffic score. Landing pages optimization by giving a detailed description of the products that assists in generating more traffic.
- Monitor Competitors: Benchmarking is the major factor for marketing strategy (Chaffey and Bosomworth, 2012). It is essential for keeping an eye on the competitors, the way they are developing, the strategies they have undertook, the kind of keywords utilized by them. It helps in making of the marketing strategy better than that of the competitors.
- Installing conversion tracking code: The cited firm is the industry of entertainment retail. This company can take use of many keywords associated with their products. Tracking conversion code helps in understanding that which keywords are actually doing the benefits. This helps in removing the underperforming keywords.
Steps undertaken for designing and effective SEO
The steps are as follows:
- Keyword research: It is an essential step for building SEO, evaluating the keywords that contribute in optimizing of search results (Chaffey, 2016). For HMV, keywords can be all the music streams, popular magazines, books names, games, television series and everything associated with cinema and fashion. The set of keywords must include the entire famous artist name.
- Competitive intelligence: After the list of keywords is made, it is essential to look at the things that competitors are providing, the things that they are lacking or the things where they are getting ranks. If detailed evaluation is done regarding the competitor, it can be simple to make the future plan.
- Web Design and Development and getting inbound links: The design of the website and its presentation is very essential. Website must be structured in a way that it supports design that is search engine friendly (Chaffey, Smith and Smith, 2013). Apart from this it is crucial to get first inbound link by any vendor to enhance links to the websites.
- Getting Sitemap: It is a way to enroll the site to the search engine by sending them the report and other related information to the website. As in the case of HMV, a report is sent regarding the product that has to be delivered and in the region the services are provided.
- Web Analytics: To find the effectiveness of the website and identify the success field and work on the area that is lagging behind when analysis is done (Tiago and Veríssimo, 2014). When the site mapping is completed HMV utilize web analysis that helps them in identifying the regions in which improvements are needed and in which lanes marketing is needed to pull more consumers.
- Content building and link Building: In order to drive the traffic towards the website’s content and link building is utilized (Chen, et al., 2011). HMV sells high quality goods and hence showcasing content that is relevant helps in better marketing. HMV promotes blog advertisements which further helps in enhancing the traffic. Apart from this generating links among the pages that are independent assists in gaining higher ranks in search engine optimization.
- Trust and community building: Before service expansion on online mediums and enhancing the number of links, it is essential to be authorized and create trust to explore the business worldwide.
- Getting ranked: Reaching for the marketing campaigns and bettering rank is necessary. As attracting the traffic is directly associated with the ranking of website.
Steps undertaken for design and effective online display and video advertising campaign
- Branding the objective to target consumers: Reaching to larger consumer range can be achieved through online promotions. It is highly flexible approach as everyone surf the internet, so it helps in conveying message to the bigger potential consumers (Järvinen and Karjaluoto, 2015). HMV is trying to enhance the product’s sale by providing special discounts so as to attract more consumers.
- Enlarging marketing funnel: Creating similar type of branding advertisements like the rivals, assists in making the strategy for marketing in a better manner. In the same way plans must be made to provide more benefits to the consumers as compared to what is provided by the competitors.
- Design creativity: Advertisements are generally done for capturing the consumer’s attention and hence it must be designed in an innovative way like taking the use of pictures, videos and attractive tag lines. Advertisements must only have lesser words but should depict the entire story (Järvinen, et al., 2012). This will help in driving more potential consumers towards the ads.
- Selecting appropriate media source: Once the images, ads and videos are prepared it is essential to publish these items on the famous media platform. Researches depicts that users are most likely to click on the rich media ads.
- Measuring impact of ads: Metrics are utilized for checking if the online videos and images are effective or not (Jayaram, Manrai and Manrai, 2015). In other words metrics displays that these multimedia are giving some productive value or not. To confirm how well the posters or banners are performing is done by checking the lead accomplished by the banner. It is essential to measure as if the cost is not productive several methodologies can be implemented by HMV.
Ways in which HMV can target the audience through SEM
Several things are done by the HMV for attractive potential consumers towards it. First of all cited firm checks that consumers can see the products on the online mediums because of its flexibility of accessing. To make sure that HMV attracts larger consumers it depicts the contents that supports brands. This can be done by showcasing all the books, music channels and other products in a creative way (Wertime and Fenwick, 2011). As the consumers goes on the appearance of the websites, HMV can develop a creative website to provide better experience to its potential consumers. This company has a contract with Lynchpin that monitors the HMV’s information as well as tracking the consumers online which helps in determining the flow of traffic.
Ways in which content marketing can be used for attracting customers
To make sure that website consists of the contents that are best and will assist them in getting real and long term consumers (Lamberton and Stephen, 2016). Appearance of the website assists in getting customers easily. It also helps in making sure that website functions in a best possible way by taking the use of maximum numbers of appropriate keywords. Content is the crucial part for any marketing as it directly describes about the products and services it has.
Laws and guidelines that need to be taken into account with regards to SEM.
At the time of choosing the keywords for the site, it must be noted that keywords must not be translated. It is also to be taken care that site must use appropriate standards for copyright so that its citation can also be seen in the search results (Leeflang, et al., 2014). A larger part of the page cannot be a copyrighted content. It is also to be taken care that site is free from any type of false or wrong data and keywords since it affect the content’s quality. Apart from this site must be legally registered before being part of SEO.
Use of Search Engine Marketing Tactics for Improving Website Visibility Among Competitors
Ways in which email marketing and social media marketing can be used for HMV
Email and social media marketing has become the new form of doing marketing. This is due to the fact that these two are the places where large number of consumers spends their time.
Email marketing has transformed the ways of doing business especially it has benefitted the smaller players in the industry. In email marketing company targets some kinds of consumers with the help of various criteria and sends them advertisement links or information regarding their products. HMV also takes use of email marketing for offering some kinds of discounts on the products so that customer gets to check the site and sale can be increased. It is also used for having one to one conversation between company and its clients where consumers can send their queries through feedback (Lieb, 2011). This type of marketing adds more value to the internet marketing campaign as it is a direct form of marketing and almost attracts the attention of the consumers towards the products of the company. It is an easier and cheaper method of reaching to the larger numbers of clients at a single go. It also helps in solving the problem related to segmenting the consumers. This is due to the fact that email has an option of making the segment while putting minimum efforts. It also helps company in reaching to the consumers that are present in any part of the world. It is one of the best tools for retaining consumers as it is also a medium for communication and hence their queries can be easily solved. Constant and timely reminders to the potential consumers with the use of email marketing can help in attracting the consumers towards its offers. At the time a consumer is online he or she will check the email once in a day where they can see the mails of their choice. It’s the main line of the mail that attracts the consumers and hence the major line of the emails must be highly appropriate and attractive.
Apart from this Social media marketing can be highly useful in the whole performance (Wymbs, 2011). This is due to the fact that most of the consumers of the HMV are highly active on the social media sites. This will help them in reaching to the larger base of the consumers at the time when they are free. It is used by the cited firm to show their promotional campaigns with the use of multimedia. The information about the new products can be provided to the consumers. It is the fact that information travels at the social media sites at very high speed. It is a cost effective approach as if the people like the advertisements then they share the information to other people which will help in reaching to the maximum possible consumers with the little efforts of the company. Social media platforms like Whatsapp and Facebook are having billions of consumers and hence they are excellent place to market any product of the company. Since most of the product of the HMV is related to the youngsters and most of them are at highly active at social media sites hence company can easily market their products to them. This helps in making sure that most of the people are available at these sites and hence they can make sure that various kinds of products advertisements can be shown to them in a very short period of time. This also helps in adding new consumers to the base and helps in promoting to the consumers that are older. It is a good platform where companies can collect reviews and feedbacks about the products of the company (Lemonstand, 2018).
Steps Undertaken to Design Effective PPC
Among the several internet marketing platforms that is present social media can be one of the platforms for this purpose. It is highly beneficial for the firms that are facing higher competition from bigger players in the market like HMV. As these sites provides easy access to any consumer about the products of the company. Social media platforms can be used for sharing various types of multimedia messages. These messages can be highly attractive and can help companies in making their campaign more fruitful. It is also to be understood that companies these days have taken the use of Social media sites for collecting the reviews from the market. The likes and dislikes illustrate the popularity of any product that company aims to market. This helps them in focusing on the products that are doing well and remove those which are not performing in a better manner. Social media sites like Twitter helps the leaders of the company to communicate with the market and their junior level workers about the plans of the company.
It can not only be used for attracting new consumers but it also helps in engaging new ones. This is due to the fact that most of the people are highly active at the social media sites and company can promote their products and plans at these places. It will help them in talking to the new customers about the products of the company and understand their demand. This also helps in raising the standards of the marketing and as two way communication helps in shaping the marketing plans accordingly. Social media pages play a very important role in this regards. These pages are highly beneficial in terms of nurturing relationship with the clients. These relationship helps them in increasing their market base.
It can also be used for optimum marketing and keeping the consumers stable. For making this relationship more stable for longer run the tools like hash tags can be used by the company. These hash tags helps company in increasing the number of view. The better the utilization of has tags better is the chances that company gains popularity. This is the tool that a company can use to promote their specific plan like their offers or any particular product. In the era of digital business it is always difficult to bind the consumers towards the services and products of the firm. The brand loyalty is becoming lower in trends. Hence company needs to make innovation in its digital marketing campaign from time to time so as to continuously create buzz in the market. This will also help in enhancing the reach of the company in the new markets among the new customers.
Steps Undertaken for Designing Effective SEO
Utilization of website optimization techniques for improving the website performance
It is essential for the company to find ways that can improve the performance of the website. Once a website has been launched there are several things that help in improving the performance of the website. Optimizing the speed of the website and gaining higher load space will help in improving the performance (Clifton, 2012). HMV has some of the basic pages that every consumer can visit. Keeping such pages in the caching section on the browser helps the website to enhance the speed significantly. The time when the consumers are looking for the products or searching for some television series on the website of HMV, the total response time must be less. This helps in grabbing the attention of the users as well as will help in longer stay of the consumers on the website. To solve this problem method of compression can be utilized where large pages that takes more time to load is compressed into smaller pages (Miller, 2011). This helps in enhancing the customer reach. It is justified with the fact that consumers switch pages that takes longer time to load and hence reducing the size of the pages is necessary. The best page is one that it has great quality content and has the images that are compressed. Image compression technique is a best image optimization technique and assists in reducing the load time.
In any business website plays a highly crucial role (Miller, 2012). This is because it website depicts the impression of products and services the company offers. Managing the traffic of the site is essential as it must not be affect the performance and speed. In order to take care of the users experience speed must be maintained as speed is the major factor for running a good website. It is true that the website those are faster in loading are very beneficial and gives improved user engagement and have greater conversion rates that results in better SEO ranking.
Apart from this a HMV can improve the performance of their website by the help of controlling HTTP requests as higher number of requests may slower down the speed with which the website opens. All the products must be categorized and put in a single file so that round trip of searching can be reduced. At the time of developing the extra code must be removed like spaces and comments that are not required (Neti, 2011). For the cited firm which that is being used all day long must take use of the cloud for storing the data. The major benefit of offloading a website and monitoring it on a cloud based host is that it decreases the website’s cost and enhances the scalability and efficiency.
Steps Undertaken for Designing Effective Online Display and Video Advertising Campaign
Along with these external efforts it is crucial to keep an eye on which order products are loaded. If the products are loaded in appropriate sequence then it will decrease the response time and upgrades the performance of the site. As in the HMV site most of the users are those who download music files and series and hence it is crucial to reduce the download size. Other method for this is using Content Delivery Network which is a network of servers that is located at distinct geographical locations (Odden, 2012). Each of the server stores the duplicate of files present on the site. When a user request a file on the website the file is searched on the nearest server and is delivered from the nearest server so that user experience lightest load at the time. In the case of HMV products copies are saved in the nearest server so that whenever consumers listen to the latest libraries it could be fetched from nearest servers. This kind of setup is utilized for having a significant impact on the overall page’s performance.
Increasing the website performance can be done by reducing the resources by the means of eliminating redundant characters from HTML code and CSS file is not required. This speed up the load time because it minimizes the total volume of space occupied by code that requires being bided from the server continuously.
Apart from this it is crucial to optimize the database. Eliminating the old products that are of no use now or eliminating old tables that do not contain the relevant data. In the case of HMV there are few products or music libraries that is not available now or the products are out of stock. Cleaning out the old unused indexes is crucial for faster access.
Measuring the success of HMV’s digital strategy using analytics
It is crucial for the HMV to understand that the success of HMV’s digital strategy with the use of analytics (TechMagnate, 2017). It can be done by measuring the success of HMV’s digital strategy.
- Metrics: Cited firm takes use of traffic metrics to track the actual flow of traffic. This is done for understanding the consumers that are coming in the businesses. The reason of these metrics assists in measuring traffic on the website (Panda, 2013). This helps in focusing on how many unique users the site per week or per day. It assists cited firm in doing marketing in the regions from where the traffic is driven to the site.Apart from this conversion metrics are also utilized by HMV to measure how many users who are visiting the site are actually converted into the buyers or prove to be a tangible sale for the organization and examining the success of digital marketing.
- Hoot suite: It is the other tool that can be utilized for measuring the website’s success. It is mainly designed for managing many social media channels at one single place (Reed, 2011). This helps in reducing the problem of switching among applications. For the cited firm it manages the link of products or content description of the services and the performance of the team of social media.
- Google Analytics: It is another tool which is utilized for evaluating the data and its processing (Ryan, 2016). It is utilized by cited firm for analyzing the performance of the pages of site and examining the distinct marketing channels utilized at the time of campaign. Google analytics prepares a report stating about the information that whether the content of the website is advantageous for business or not.
- Mix panel: This tool gives analytics of the entire products and the latest trends in which consumer views or purchases the services and products (Tuten and Solomon, 2017). It helps in understanding the consumers.
Effective Digital marketing Strategy for HMV
- Finding objectives: Company must focus on their digital marketing strategy for enhancing their presence in the new and existing markets.
- Research & Analysis: A proper research must be done for checking all the variables that may influence the marketing of the company. It helps in understanding the needs of the workers
- Engagement plan: This plan is made for connecting to the workers. This can be done with the use of right marketing tools.
- Making effective development plan: An effective marketing strategies must be applied for meeting the targets of the company.
- Measuring the outcomes: It is crucial to measure whether the strategies are performing or not. For this various metrics must be used that helps in measuring the profitable cost.
Conclusion
From the above report it can be summarized that it is crucial for the companies like HMV to invest in digital marketing strategies along with traditional methods of marketing. Digital marketing is a cheaper way of advertising the products and services of the company to larger part of the market. There are various tools like the email marketing and social media marketing that helps in making the process more effective and cost efficient. It is also necessary for HMV to measure the performance of various tools that are used in measuring the digital marketing campaign. This can be done by the use of various kinds of platforms and metrics. There are several methods using which a company can increase the traffic to the site. Apart from this company must utilize the ways that can be used for attracting new consumers as well as creating a long term bond with the consumers. Use of social media and emails can be highly beneficial in this regards.
Ways in Which HMV Can Target the Audience Through SEM
References
Atazky, R. and Barone, E., Bees and Pollen Ltd, (2013) Advertising and incentives over a social network. U.S. Patent 8,560,385.
Barker, M., Barker, D.I., Bormann, N. and Neher, K., (2012) Social media marketing: A strategic approach. Nelson Education.
Booth, N. and Matic, J.A., (2011) Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 16(3), pp.184-191.
Castronovo, C. and Huang, L., (2012) Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), p.117.
Chaffey, D. and Bosomworth, D., (2012) Digital marketing strategy. Implementation and Practice.
Chaffey, D. and Patron, M., (2012) From web analytics to digital marketing optimization: Increasing the commercial value of digital analytics. Journal of Direct, Data and Digital Marketing Practice, 14(1), pp.30-45.
Chaffey, D., (2016) Global social media research summary 2016. Smart Insights: Social Media Marketing.
Chaffey, D., Smith, P.R. and Smith, P.R., (2013) eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.
Chen, C.Y., Shih, B.Y., Chen, Z.S. and Chen, T.H., (2011) The exploration of internet marketing strategy by search engine optimization: A critical review and comparison. African Journal of Business Management, 5(12), pp.4644-4649.
Clifton, B., (2012) Advanced web metrics with Google Analytics. John Wiley & Sons.
Järvinen, J. and Karjaluoto, H., (2015) The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, pp.117-127.
Järvinen, J., Tollinen, A., Karjaluoto, H. and Jayawardhena, C., (2012) DIGITAL AND SOCIAL MEDIA MARKETING USAGE IN B2B INDUSTRIAL SECTION. Marketing Management Journal, 22(2).
Jayaram, D., Manrai, A.K. and Manrai, L.A., (2015) Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications. Journal of Economics, Finance and Administrative Science, 20(39), pp.118-132.
Lamberton, C. and Stephen, A.T., (2016) A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), pp.146-172.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., (2014) Challenges and solutions for marketing in a digital era. European management journal, 32(1), pp.1-12.
Lemonstand, (2018), 18 Marketing Channels To Find New Customers For Your Online Store,[Online]. Available at: https://blog.lemonstand.com/18-marketing-channels-to-find-new-customers-for-your-online-store/. [Accessed on: 18th March 2018]
Lieb, R., (2011) Content marketing: think like a publisher-how to use content to market online and in social media. Que Publishing.
Miller, M., (2011) The ultimate web marketing guide. Pearson Education India.
Miller, M., (2012) B2B digital marketing: Using the web to market directly to businesses. Que Publishing.
Neti, S., (2011) Social media and its role in marketing. International Journal of Enterprise Computing and Business Systems, 1(2), pp.1-15.
Odden, L., (2012) Optimize: how to attract and engage more customers by integrating SEO, social media, and content marketing. John Wiley & Sons.
Panda, T.K., (2013) Search engine marketing: Does the knowledge discovery process help Online retailers?. IUP Journal of Knowledge Management, 11(3), p.56.
Reed, J., (2011) Get up to speed with online marketing: How to use websites, blogs, social networking and much more. Pearson Education India.
Ryan, D., (2016) Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Stone, M.D. and Woodcock, N.D., (2014) Interactive, direct and digital marketing: A future that depends on better use of business intelligence. Journal of Research in Interactive Marketing, 8(1), pp.4-17.
Strauss, J., (2016) E-marketing. Routledge.
TechMagnate, (2017), How to Measure Digital Marketing Campaign, [Online]. Available at: https://www.techmagnate.com/blog/how-measure-digital-marketing-campaign/. [Accessed on: 18th March 2018].
Thomas, L., (2011) The McGraw-Hill 36-hour course: online marketing. McGraw-Hill Education.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., (2014) Digital marketing and social media: Why bother?. Business Horizons, 57(6), pp.703-708.
Tuten, T.L. and Solomon, M.R., (2017) Social media marketing. Sage.
Wertime, K. and Fenwick, I., (2011) DigiMarketing: The essential guide to new media and digital marketing. John Wiley & Sons.
Wymbs, C., (2011) Digital marketing: The time for a new “academic major” has arrived. Journal of Marketing Education, 33(1), pp.93-106
Order an Essay Now & Get These Features For Free:
Turnitin Report
Formatting
Title Page
Citation
Outline
