Unit 34: Digital

Marketing
HND 3rd Semester
Instructor: Irza Aiman
  The American Marketing Association defines IMC as “a planning
process designed to assure that all brand contacts received by a
customer or prospect for a product, service, or organization are
relevant to that person and consistent over time.”
 Integrated Marketing communications can be used harmoniously
Integrated with five primary communication tools. These are advertising,
Marketing direct marketing, internet marketing, sales promotion and
public relations.
Communication
 Digital marketing is important because it connects a business
with its customers when they are online, & is effective in all
industries. It connects businesses with ideal customers when they
are on Google through SEO & PPC, on social media with social
media marketing, & through email with email marketing.
  The mix of social media platforms you decide to use for
marketing, such as Facebook, Instagram, and Twitter, is known as
Social Media a social media strategy. It's crucial to strike the ideal balance
between the social media platforms where your target audience
Mix spends their time (and is likely to interact with you) and the ones
where your brand message will be most effective.
  Advertising has always been an effective way to communicate to
large audiences quickly. Although it can be expensive, it’s the most
efficient long term because of its wide reach. The goal of
advertising is to solidify a global brands personality and spread its
message quickly and convincingly to mass consumers. This form
of Integrated marketing communication has an abundance of
mediums to choose from depending on the brand and its
audience.
Advertising
(Example: Budget  Advertisements are seen in print, posters, TV, radio, and
throughout the internet. Recently Budget Direct, an insurance
Direct) company, has used TV advertising as a means to communicate
their brand’s message. The benefit of the dog wielding a lightsaber
campaign is that they’ve become relatable and humorous. Budget
Direct’s brand personality has removed the negativity from
insurance and allowed a connection to their targeted audience,
and consumers primarily based on personality.
  Direct Marketing is a type of integrated marketing communication
that focuses on presenting brand information to only those with
similar interests. Although direct marketing has features of mass
advertising, its use of the target market makes it more susceptible
to achieving brand goals. The methods of communication focus on
a greater need for customer communication. This is why direct
marketing methods include telemarketing, EDM marketing,
Direct brochures, and online targeted display ads.
Marketing  Web design sydney and digital marketing company, Spark
Interact, uses direct marketing as a form of brand conversation for
(Example: Spark both their clients and their clients’ customers. The effectiveness of
Internet) targeting pre-committed audiences means that there is a higher
chance of return in sales, an enquiry, or expression of interest.
Spark Interact’s use of EDM’s is a practical method of direct
marketing in a sales driven conversation. Email marketing is a
widely accessible resource, with the ability to converse and show
their clients directly about Spark’s brand personality and product
features.
  Digital Marketing is probably one of the most common methods of
integrated marketing communication that you would see today. In our
current technologically driven environment, using the internet and
other digitals mediums as a way of promoting brands is a no brainer.
With such a broad range of marketing tactics, from EDMs, search
engine optimisation, blogs, sponsorships, and more, brands are left
Digital/Internet with a plethora of choices to best target their audience.
 A modern day interpretation of this is the League of Legends (LoL)
Marketing and Mercedes-Benz esports collaboration for Worlds 2020 & 2021.
(Example: Mercedes- Worlds is a global esports event that runs primarily through online
streaming platforms. This year Mercedes-Benz has partnered with
Benz & League of League of Legends to promote their A-class and B-class vehicles. With
Legends) tailor made videos, content, and imagery, they are able to effectively
promote their brand through advertising via the streaming platforms
and YouTube. Their use of sponsorship allows the brand to keep their
highclass persona, whilst appealing to a different age and interest
demographic bracket. They are also able to receive a two way
response by the audience interacting live to the advertisement or
commenting on the social content andYouTube videos.
  We’ve all been enticed by sales promotions one way or another.
They’re virtually everywhere from your favourite brand holding a
promotional discount to a gift with purchase incentive. Sales
promotion has two primary categories for integrated marketing
communication. The first is consumer-oriented promotion, a tool
which aims to increase sales of existing customers and pull in new
customers to “try”. The second is trade-oriented promotion, a
directive that focuses on selling more of a company’s brand products
than other brands, forcing them to order more from a singular seller.
Sales  Fashion brands, like Calvin Klein (CK), are known for using customer
promotion and trade oriented sales techniques to entice sales. Through their
heavy brand image, they are able to promote any discount and
(Example: Calvin Klein) receive valuable responses. We’ve seen promotions from 25% off to
buy 3 save 30%, these discount tactics help bring back “die hard”
customers and new customers who want to try the brand. With Calvin
Klein expanding into department stores like Myer and David Jones, it’s
no doubt the landscape is competitive. This is why we see trade
orientated incentives to buy one, get one half price or special
campaign outposts to promote a particular product. These are all
brand orientated communication methods with the final goal to
entice a sales based conversation.
  Companies rely on maintaining their positive brand image to their
consumers in order to successfully build relationships. It’s not
unusual for them to pay big money to a branding agency just to
keep their public relations (PR) model aligned to their audience.
Whether it be by community engagement, transparency, or
addressing pressing issues, establishing credibility is PR’s sole
purpose. When done correctly PR can also turn into “free”
publicity, as publicity doesn’t run as an identified sponsor, making
PR it non paid advertising. Thus we have another integrated
marketing communication method that focuses on molding the
(Example: Anheuser brand into consumer lifestyles and social norms.
Busch)  A great example of modern day PR is American brewery company,
Anheuser-Busch. Whilst manufacturing their branded products,
they are also using part of their factory and resources to produce
hand sanitizers. They are then actively distributing and donating
them to community areas and voting booths across the United
States. Their use of brand personality and community relationship
has led to a positive PR campaign, one that also gave them the
opportunity to gain free news network publicity.
Tools for
Integrated
Marketing
Communication
  Advertising
 Advertising is the non-personal and paid form of communication. It is one of the most
effective forms of communication where it reaches a mass audience at once within a
short period of time.
 It not only increases sales but also creates awareness among consumers. Marketers need
to ensure that the right message should be delivered in the right manner to the
consumers.
 The various media used are print media, radio, billboards, television, etc.
Tools for  Personal selling
Integrated  Personal selling includes face to face interaction with the end-users with the motive of
promoting the product and convincing the buyer to purchase the product.
Marketing  It is the most effective tool in IMC as a salesperson directly communicates with the
Communication buyer, resolves their issues on spot, improvise his pitch as per the need of the buyer, and
focuses on building a long-term relationship with end-users.
 Direct Marketing
 It is the oldest form of communication where organizations directly communicate with
end-users through emails, telephone, fax, text messages, catalog, brochure, and
promotional letter.
 Nowadays people buy more online, so marketers help consumers in the buying process
by sending those catalogs and other marketing material which makes the process easier
for consumers.
  Mobile Marketing
 Mobile marketing involves communicating with customers through mobile by sending them a text
message. It is the cheapest traditional means of promotion.
 Social Media Marketing
 It is one of the most powerful media where the promotion of the brand or business can be done
through the social media channel. It is one of the low-cost promotional methods where a large
number of users are targeted at once.
 Public Relations
Tools for  It is the practice of managing the relationship between an organization and the public.

Integrated  It is a two-way communication where the public shares their feedback to the organization.

Marketing  PR is done to create goodwill in the market and present the product of the company in the positive
light.

Communication  Promotion can be done through press releases, public appearances, event sponsorships, news, etc.
 Sales Promotion
 Sales promotion is the short term incentives given to consumers to accelerate the sale.
 It gives them a reason to buy the product by providing attractive offers like discount coupons,
contests, premiums, samples, sweepstakes, price packs, low-cost financing deals, and rebates.
 Sponsorships
 It is a mixture of sales promotion and public relations. Sponsorships create brand loyalty and help in
differentiating the product with competitors.
 Web Traffic
Sources
 Digital marketing KPIs
Customer
are measurable Lifetime Value
Leads

values that a
marketing team uses
to track whether or
Top Digital not
achieving
they are
their
Customer
Acquisition
Cost
Page Views

Marketing objectives. KPIs are

laser-focused on a
Metrics and target or objective,
like increasing
KPIs revenue or website
Click-Through
Rate
Cost per Lead

referral traffic, and

outline the goals and
activities to achieve it.
Goal
Returning
Completion
Visitors
Rate

Conversion
Rate
  Revenue is the most important KPI for marketing teams. For
marketers, all KPIs should lead to revenue—even if your primary
focus is on MQLs or website traffic. Revenue is the top dog, but
most marketers will also have a few KPIs, like return on ad spend
or customer acquisition cost, that measure the levers behind
revenue growth.
 Revenue provides insight into the income generated across
Bottom line different revenue streams, which is a quick way to look at the
high-performing and under-performing parts of the business. If
marketing isn’t generating revenue, it may be time to re-evaluate
your KPIs.
 Check KPIs and their graphs below:
 https://www.klipfolio.com/resources/kpi-examples/digital-
marketing#:~:text=Digital%20marketing%20KPIs%20are%20mea
surable,and%20activities%20to%20achieve%20it
  The technology adoption lifecycle is a description of customer
behavior related to the acceptance of a new product or feature,
which is often broken into innovators, early adopters, early
majority, late majority and laggards.

Digital
Adoption Cycle