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Unit 7

This document discusses communications strategies, digital marketing campaigns, and media planning. It covers key topics such as setting goals for online campaigns, targeting different audiences, developing messages, budgeting for digital media, and integrating digital and traditional media. Different types of digital media channels are evaluated in terms of their advantages and disadvantages. The importance of consistency, continuity, and complementarity across integrated marketing communications is emphasized.

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Oluwaseun Emma
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42 views

Unit 7

This document discusses communications strategies, digital marketing campaigns, and media planning. It covers key topics such as setting goals for online campaigns, targeting different audiences, developing messages, budgeting for digital media, and integrating digital and traditional media. Different types of digital media channels are evaluated in terms of their advantages and disadvantages. The importance of consistency, continuity, and complementarity across integrated marketing communications is emphasized.

Uploaded by

Oluwaseun Emma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Communications Strategy, Campaigns

and Media Planning

Dr Vignesh Yoganathan
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.
• Distinguish between the different types of digital
media channels
• Evaluate the advantages and disadvantages of each
digital media channel for marketing communications
• Assess the suitability of different types of digital
media for different purposes.
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?
The differences between one-to-many and one-to-one communication
Figure 8.3
using the Internet [organisation (O) communicating a message (M) to
customers (C)]
Figure 8.4 The communications model of Schramm (1955) applied to the Internet
Figure 11.7 A summary of potential touchpoints in the shopper’s multichannel journey
Source: Fulgoni (2014)
06 February
10
2019
Table 8.2 Comparison of the properties of different media
Source: Branthwaite et al. (2000)
Figure 8.6 Summary of the different characteristics of media
Source: Millward Brown Qualitative
Figure 8.10 Range of response mechanisms from online media
Relative effectiveness of different forms of marketing communications
Table 8.5
for a B2C company
Figure 8.23 Integration of different communications tools through time
Integrated marketing communications
• Coherence
• Consistency
• Continuity
• Complementary.
Integrated marketing communications
(Continued)
• 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.
Online PR
• What it?
– ‘The management of reputation – the planned
and sustained effort to establish and maintain
goodwill and mutual understanding between an
organisation and its publics.’
The UK Institute of PR (IPR)
– ‘The managed process of communication
between one group and another … (it) is the
method of defining messages and
communicating them to target audiences in
order to influence a desired response.’
Public Relationships Consultants Association
(PRCA)
The key areas of online PR

E-PR activities E-PR activities


o Inbound link-building g o Surveys and polls
o Content creation in gh o Audience research:

2. & D
t
c u

En ia
o Blogs tt ra thro o Social media inc

ga log
o Feeds (RSS) A ch user-generated content
1. itors ar

ge ue
o Press releases o Own blog

m
s se
vi

en
o Influencing media o Influencing media owners

t
owners
Online
E-PR activities PR
E-PR activities
o Propagating o Brand protection
‘big idea’ e
3 . a m u zz

s iv o Monitoring
Bu pa
C B

o Web editorial
fen is and response:
ild ign

e s
contacts D C ri
in

o Social media
g

o Viral agents .
4 / o Influencing media
o Seeding viral owners
o Press releases
o Influencing media
owners
Figure 9.9 AdWords campaign structures (a) Clothing retailer; (b) Restaurant chain
Figure 9.17 Combination of touchpoints giving rise to sales
Source: ecircle (2011)

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