Slide 8.1 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Chapter 8 Campaign planning

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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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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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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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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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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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Figure 8.1 The VW Passat: Midlife Crisis Retreat campaign

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Figure 8.2 IKEA Malmö store: opening campaign example

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Figure 8.3 Threadless (www.threadless.com)

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

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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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Table 8.2 Comparison of the properties of different media

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

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

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

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Figure 8.9 Conversion marketing approach to objective setting for web communications

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Figure 8.10 Range of response mechanisms from online media

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

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

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

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

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

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

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

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Figure 8.20 Integration of different communications tools through time

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

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

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

Documents

Slide 8.1 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Chapter 8 Campaign planning