Slide 8.1 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition ©...

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Chapter 8

Campaign planningfor digital media

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Learning objectives• Assess the difference in communications

characteristics between digital and traditional media

• Identify the main success factors in managing a digital campaign

• Understand the importance of integrating online and offline communications

• Relate promotion techniques to methods of measuring site effectiveness

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Questions for marketers• How do the characteristics of digital media differ

from those of traditional media?• How should I plan an online marketing

campaign?• How do I choose the best mix of online and

offline communications techniques?

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Key campaign planning issues• Goal setting and tracking – which specific goals should be

set for online campaigns and how do we measure success? What response mechanisms will be most effective?

• Campaign insight – which data about customer and competitor behaviour is available to inform our decision?

• Segmentation and targeting – how can we target and reach our different audiences?

• Offer and message development. How do we specify our offer and key messages?

• Budgeting and selecting the digital media mix – How should we set the budget and invest in different forms of digital media?

• Integration into overall media schedule or plan – how should we plan the media schedule which incorporates different waves of online and offline communications?

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Characteristics of interactive marketing communications

• From push to pull• From monologue to dialogue• From one to-many to one-to-some and one-to-

one• From one-to-many to many-to-many• From lean-back to lean-forward• Changes in nature of marketing communications• Increase in communications intermediaries• Integration

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.1 The VW Passat: Midlife Crisis Retreat campaign

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.2 IKEA Malmö store: opening campaign example

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.3 Threadless (www.threadless.com)

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.4 The differences between one-to-many and one-to-one communication using the Internet [organisation (O) communicating a message (M) to customers (C)]

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.5 The communications model of Schramm (1955) applied to the Internet

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Table 8.1 Summary of differences in characteristics of traditional media and digital media (note that rows 10–12 are similarities between the two media types)

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Table 8.2 Comparison of the properties of different media

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.6 Summary of the different characteristics of mediaSource: Millward Brown Qualitative

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.7 Measures used for setting campaign objectives or assessing campaign success increasing in sophistication from bottom to top

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.8 An example of effectiveness measures for an online ad campaign

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.9 Conversion marketing approach to objective setting for web communications

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.10 Range of response mechanisms from online media

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.11 Alternative response mechanisms for a business-to-business landing page example

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Table 8.3 A range of targeting and segmentation approaches for a digital campaign

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.12 Example of CODAR framework for integrated communicationsSource: www.centreforintegratedmarketing.com

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.13 Options for the online vs offline communications mix: (a) online > offline, (b) similar online and offline, (c) offline > online

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.14 Recommendations of the mix of investment in digital media for direct and brand response campaignSource: Zed Media (www.zedmedia.com)

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.15 Example of different referrers contributing to a sale for a car rental company

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.16 Examples of the referring mix for an airline.Source: Lee (2011)

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.17 Example of the sequence of visits to a site in generating conversions where two or more digital media channels were involved (Codes for channels: D = Display, S = Search, X = Aggregator)

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.18 Spreadsheet template for digital campaign budgetingSource: www.smartinsights.com/conversion-model-spreadsheet

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.19 Lynx Effect campaign microsite (www.lynxeffect.com)

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.20 Integration of different communications tools through time

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Integrated marketing communications 1• Coherence• Consistency• Continuity• Complementary

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Integrated marketing communications 2• Based on clearly identified marketing

communications objectives• Full range of target audiences• Management of all forms of contact• Range of promotional tools• Range of media• Selection of most effective tools and media

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.21 The Tourism Ireland Taxi ChallengeSource: Tourism Ireland (www.tourismirelandtaxichallenge.com)

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 8.22 Facebook social plug-ins (http:developers.facebook.com/docs/plugins)