PPT Group 2 Campaign Planning for Digital Media.pdf
- 1. Campaign Planning for Digital Media Group 2 M. Ihsan Octavianto 241242021 Almer Al Firdausy 241242023
- 2. From push to pull Inbound marketing is powerful since advertising wastage is reduced. It involves applying content and search marketing to target prospects with a defined need – they are proactive and self-selecting. which provide the opportunity for two-way interactions with the customer. This distinguishing feature of the digital medium was proclaimed in the early days to be a significant benefit of the internet and digital channels digital marketers can afford to tailor and target their message to different seg- ments through providing different site content or email for different audiences through masscustomisation and personalisation Here customers can interact with other customers via a website, in independent communities or on their personal websites and blogs. Interactive dialogues From one- to-many to one-to-some From one-to- many to many- to-many The Characteristics of Digital Media
- 3. From ‘lean- back’ to ‘lean- forward’ customer wants to be in control and wants to experience flow and responsiveness to their needs. opportunities to reach audiences online through a large number of options for media and influencers. combine and integrate traditional and digital media according to their strengths, ideas percolate, then suddenly and unpredictably go viral to a global audience. It’s when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. Increase in communications intermediaries Integration ‘always-on’ and real-time The Characteristics of Digital Media
- 4. Step 1. Goal setting and tracking for interactive marketing communications Marketers can develop communications objectives for digital media on different timescales: Annual marketing communictions objectives Campaign-specific communications objectives. achieving new site visitors or gaining qualified leads can be forecast for an entire year since this will be a continuous, always-on activity based on visitor building through search engines, social media and other digital activities. Annual budgets are set to help achieve these objectives. Specific objectives can be stated for each in terms of gaining new visitors, converting visitors to customers and encouraging repeat purchases. Campaign objectives should build on traditional marketing objectives, have a specific target audience and have measurable outcomes that can be attributed to the specific campaign.
- 5. Terminology for measuring digital campaigns A. Volume measures Volume measures, such as clicks, visitor sessions, and unique visitors, are metrics that measure the extent of interaction or response to a digital marketing campaign or website. B. Quality measures Quality measures, such as conversion rate and bounce rate, are metrics that assess how effective a digital marketing campaign or website is in driving actions and maintaining visitor interest. C. Media cost measures Media cost measures, such as CPC (cost-per-click) and CPM (cost- per-thousand), are metrics that measure the cost efficiency of a digital marketing campaign. D. Acquisition cost measures including cost-per-action or acquisition metrics that assess the cost incurred to obtain a specific user action or acquisition, such as a product purchase, registration, or download.
- 6. Terminology for measuring digital campaigns Rimberio E. Return on investment (ROI) or value measures Return on Investment (ROI) or value measures evaluate the effectiveness and profitability of a digital marketing investment. They measure the profit generated from the investment compared to its cost. F. Branding measures Branding measures evaluate how well a brand is recognized and valued. These include brand awareness, brand perception, brand loyalty, and brand equity. These measures are essential to understanding the effectiveness of marketing efforts in building and maintaining brand value. G. Lifetime value This requires more sophisticated models, which can be most readily developed for online retailers and online financial services providers.
- 7. Examples of digital campaign measures An interactive marketing communication plan should have five main types of objectives, including: Audience or traffic building goals The goal of building an audience or traffic is to increase the number of visitors and their engagement with the content or website. Conversion or interaction goals Conversion or interaction goals aim to encourage visitors to take specific actions, such as making a purchase or filling out a form, after engaging with your content or website. Third-party site reach and branding goals The objective of reaching third-party sites and branding is to enhance the visibility and awareness of your brand through content placement or advertisements on other websites. Rimberio
- 8. Examples of digital campaign measures Multichannel marketing goals The goal of multichannel marketing is to create consistency and seamless interaction across various marketing channels— such as online, offline, and social media—in order to increase customer awareness and engagement. Longer-term brand engagement goals The goal of long-term brand engagement is to build strong and lasting relationships with customers, enhance brand loyalty, and expand brand influence over an extended period. Rimberio
- 9. Step 2: Campaign insight A deep understanding of the audience, market, and related factors is essential for designing more effective marketing campaigns. This involves data analysis to identify consumer needs, preferences, and behaviors in order to achieve marketing objectives. In the context of digital marketing, campaign insight involves analyzing online data and user behavior to understand how audiences interact with a brand and its products online. It is important to continuously update insights throughout the campaign for ongoing optimization. www.reallygreatsite.com
- 10. Context Aspects Analyzed ▪Customer Context: Segment characteristics, awareness levels, perception, attitudes toward the brand, engagement level, types of risk, and influence within the decision-making unit. ▪Business Context: Corporate strategy, marketing plans, brand/organization analysis, and competitor analysis. ▪Internal Context: Financial constraints, organizational identity, culture, values, beliefs, marketing expertise, and the availability and suitability of agencies. ▪External Context: Key stakeholders, communication and needs, as well as social, political, economic, legal, and technological constraints and opportunities.
- 11. Key Points to Note Context Analysis Involves All Planning: It involves business and marketing plans, using both internal and external sources of information to provide valuable insights to the agency. Role of Data or Customer Communication Planners: Agencies utilize data planners to review market data, audience information, and internal data to develop campaign strategies and execution. Use of Data for Campaign Targeting and Media Selection: Data from previous campaigns and sociodemographic information are used to inform campaign targeting and media selection. Use of Transactional and Sociodemographic Data: Agencies use transactional data from past campaigns linked with sociodemographic information to aid in campaign strategy development.
- 12. Step 3: Segmentation and targeting Market segmentation is a strategic process that involves breaking down a larger, more diverse market into smaller and more homogeneous groups based on various criteria such as demographics, geography, psychographics, and behavior. The goal of segmentation is to identify customer groups with similar needs and characteristics, enabling businesses to better understand and address their specific needs. www.reallygreatsite.com
- 13. Step 3: Segmentation and targeting Targeting, or directed marketing, involves selecting one or more of these market segments to focus marketing efforts on. This includes evaluating the attractiveness of each segment based on factors such as size, growth potential, and profitability. By strategically choosing target segments, businesses can concentrate their resources on the most promising opportunities and tailor their marketing mix— product, price, place, and promotion—to better match the unique preferences and needs of the selected audience.
- 14. Step 4 : Offer, Message Development, and Creative On the Importance of Defining the Offer: Direct response and branding objectives are crucial in digital campaigns. Defining the right offer is vital to achieving response goals. Branding objectives include communicating the campaign concept or positioning the brand. Delivery Challenges in the Online Environment: Limited time for delivering messages online. Eye-tracking studies show short dwell times and brief fixations. Messages must be concise and impactful to effectively capture attention.
- 15. Step 4 : Offer, Message Development, and Creative Placement of Key Messages Across Different Digital Media: Paid Search: In the ad headline, aligned with search terms. Organic Search: In the <title> tag and meta description. Email Marketing: Subject line and email headline, supported by visuals. Display Ads: Opening frame, potentially repeated across all frames.
- 16. Information Processing Stages and the AIDA Model: The stages include Exposure, Attention, Comprehension, Yielding, Acceptance, and Retention. AIDA Model: Awareness/Attention, Interest, Desire, Action. Secondary offers/messages stimulate desire and action, supported by evidence and clear calls to action.
- 17. Lessons from Direct Marketing: Clarify objectives: collecting names, generating leads, making sales, etc. Emphasize the importance of positioning and understanding the target audience. Identify product/service features, benefits, and unique selling points.
- 18. Perceptual Mapping: A tool to review positioning and differentiation. Two axes define how customers perceive a product or brand. Includes rational versus emotional dimensions in mapping. Each of these points provides valuable insights into strategies and considerations for developing effective digital campaigns.
- 19. Focus on Content Marketing: Content marketing is at the core of digital marketing for all brands. Content supports major digital marketing channels such as search, social media, conversion rate optimization, and email marketing. Content is the main method for engaging audiences and generating demand within campaigns. Many businesses develop content marketing strategies as part of their overall digital tactics. A Content Marketing Matrix can be used to identify the right types of content to support digital marketing efforts.
- 20. Using the Content Marketing Matrix to Audit and Improve Content Effectiveness This matrix helps categorize content types based on two axes: Vertical axis (Emotional to Rational): Measures the emotional or logical appeal of the content. Horizontal axis (Awareness to Purchase): Shows whether the content is aimed at raising awareness or driving purchase decisions. Quadrants: Entertain (Top Left - Emotional & Awareness): Content like quizzes, games, and viral videos attracts attention and builds emotional engagement early in the customer journey. Inspire (Top Right - Emotional & Purchase): Content such as reviews, celebrity endorsements, and community forums encourages emotional connection and drives purchase decisions. Educate (Bottom Left - Rational & Awareness): Informative content like articles, guides, reports, and infographics builds credibility and raises awareness through logic and information. Convince (Bottom Right - Rational & Purchase): Content like product demos, webinars, checklists, and case studies supports purchase decisions by providing detailed, rational justifications.
- 21. Step 5 : Budgeting and Selecting the Digital Media Mix Traditional approaches, as suggested by Kotler et al. (2001), can be used to set the overall communications budget. For example: Affordable Method – the communication budget is determined after deducting fixed and variable costs from the anticipated revenue. Percentage-of-Sales Method – the communication budget is set as a percentage of projected sales revenue. Competitive Parity Method – spending is based on estimated competitor expenditures. For instance, electronic marketing expenditures are typically 10–15% of the total marketing budget. Objective-and-Task Method – a logical approach in which the budget is built from all tasks required to achieve the objectives outlined in the communications plan.
- 22. A digital marketing campaign plan requires three key decisions regarding investment in online promotion or the online communications mix. These include: 1. Level of Investment in Digital Media vs. Traditional Media Coulter and Starkis (2005) identified the following factors for media selection: 1. Quality Attention – the medium’s ability to capture customer attention due to its inherent characteristics. Stimulation – the ability of the medium to convey emotional content or evoke emotional responses. Content – the capability to deliver detailed product information or descriptions. Credibility – the medium’s capacity to enhance product prestige through association. Clutter – the difficulty for a product to stand out due to the volume of competing messages in that medium. 2. Time Short Lead Time – how quickly an advertisement can be created or placed. Long Exposure Time – the duration in which the audience can view or review the ad message.
- 23. 3. Flexibility Sensory Appeal – the extent to which a medium can communicate through multiple senses such as sight, sound, smell, touch, and taste. Personalization – the degree to which advertising messages can be tailored for individuals or specific groups. Interactivity – the extent to which consumers can respond to the ad content within the medium. 4. Reach Selectivity – how well the medium targets specific groups. Pass-Along Audience – the likelihood of an ad being seen by individuals beyond the original recipient. Frequency – the number of times a single individual is likely to view the ad through the selected medium. 5. Cost Development/Production Cost – relative cost to develop or produce an advertisement in a given medium. Average Media Delivery Cost – the average cost per thousand impressions (CPM) associated with the medium.
- 24. 2. Mix of Investments in Digital Media Channels or Electronic Communication Tools When selecting a mix of digital media for a campaign or long-term investment, marketers choose the most appropriate combination based on insights gained from previous campaign experiences and input from trusted advisors, such as experienced colleagues or agency partners. 3. Mix of Investments in Digital Media Channels or Electronic Communication Tools Digital assets are creative elements that support a campaign, including: Display advertising creatives or affiliate marketing elements such as banners and skyscrapers Microsites Email templates Videos, audio, and other interactive media such as Flash animations, games, or screensavers that form part of a microsite As with traditional media, there is often a tension between spending on creative advertising assets and the media space purchased to deliver the execution. A potential risk is that if too much is spent on media placement, the quality of execution and the volume of digital assets produced may be too low.
- 25. Step 6: Integration into the Overall Media Schedule or Plan This stage emphasizes the importance of integrating digital media within the planning and execution of a marketing campaign. According to Kotler et al. (2001), Integrated Marketing Communications (IMC) is a concept in which a company carefully integrates and coordinates its various communication channels to deliver a clear, consistent message about the organization and its products. The characteristics of integrated marketing communications have been summarized by Pickton and Broderick (2001) as the 4 Cs: Coherence – All communications are logically connected. Consistency – Multiple messages support and reinforce one another, not contradict. Continuity – Communications are connected and consistent over time. Complementary – The combined effect of messages is greater than the sum of their parts.
- 26. Planning Integrated Marketing Communications Media-Neutral Planning (MNP) is an approach to campaign planning that aims to maximize response across all media, aligned with how consumers actually engage with media. According to Tapp (2005), media-neutral planning typically involves three key components: Channel Planning – The route to market, such as retail, direct, or sales partners. Communication Mix Planning – How the budget is allocated among advertising, direct marketing, sales promotion, and PR. Media Planning – Deciding how to spend across TV, newspapers, direct mail, etc.
- 27. Key Activities in Media Selection and Planning The starting point for media planning, selection, and implementation is to have clearly defined campaign objectives: For direct response campaigns, the focus is on response volume, lead quality, and cost-efficiency. For awareness and branding campaigns, brand-related metrics become more important.
- 28. Reasons to Use and Enhance Online Media in the Media Mix As outlined by Sissors and Baron (2002), the reasons for using online media—similar to reasons for using any media mix, include: 1.Expanding reach. 2.Smoothing frequency distribution. 3.Reaching different audience segments. 4.Offering a unique advantage to emphasize different benefits. 5.Allowing the execution of different creative treatments. 6.Adding gross impressions when other media are cost-effective. 7.Reinforcing messages through diverse creative stimuli. Key Strategies to Consider for Integrated Marketing Communication Planning via the Internet 1.Media Strategy Focuses on how to reach the target audience and which online promotional techniques to use. 2.Creative Strategy Shapes brand perception through website promotions and creative online campaigns.