Chapter 8. Campaign planning for digital media

Transcription

1 Slide 8.1 Chapter 8 Campaign planning for digital media Slide 8.2 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 1

2 Slide 8.3 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? Slide 8.4 Characteristics of interactive marketing communications From push to pull From monologue to dialogue to trialogue From one to-many to one-to-some and one-toone 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 2

3 Slide 8.5 Figure 8.2 IKEA Malmö store: opening campaign example Slide 8.6 Figure 8.3 Threadless ( 3

4 Slide 8.7 Table 8.1 Summary of differences in characteristics of traditional media and digital media (note that rows are similarities between the two media types) Slide 8.8 Table 8.2 Comparison of the properties of different media 4

5 Slide 8.9 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? Slide 8.10 Step 1: Goal setting and tracking Annual marketing communications objectives: achieving new site visitors gaining qualified leads Campaign-specific communications objectives gaining new visitors converting visitors to customers encouraging repeat purchases Campaign objectives should build on: traditional marketing objectives, have a specific target audience have measurable outcomes which can be attributed to the specific campaign. 5

6 Slide 8.11 Figure 8.7 Measures used for setting campaign objectives or assessing campaign success increasing in sophistication from bottom to top Slide 8.12 Figure 8.8 An example of effectiveness measures for an online ad campaign 6

7 Slide 8.13 Figure 8.9 Conversion marketing approach to objective setting for web communications Slide 8.14 Step 2: Campaign Insight 1. Customer context segment characteristics levels of awareness perception and attitudes towards the brand or organization level of involvement types of perceived risk influence of different members of the decision-making unit 7

8 Slide 8.15 Step 2: Campaign Insight 2. Business context corporate and marketing strategy and plans brand/organization analysis competitor analysis 3. Internal context financial constraints organization identity culture, value and beliefs marketing expertise agency availability and suitability Slide 8.16 Step 2: Campaign Insight 4. External context key stakeholders communications and needs social, political, economic, legal and technological restraints and opportunities 8

9 Slide 8.17 Step 3: Segmentation and Targeting Defining, selecting and reaching specific audiences online Slide 8.18 Step 3: Segmentation and Targeting Table 8.3 A range of targeting and segmentation approaches for a digital campaign 9

10 Slide 8.19 Step 4: Offer, message development and creative Figure 8.12 Example of CODAR framework for integrated communications Source: Slide 8.20 Step 4: Offer, message development and creative What is the objective? Are you clear on the positioning? Who are you selling to? What is it? And what does it do? What need in your prospect does your product or service fulfill? What makes it so special? What benefits are you offering? What do you consider the most important benefit to be? 10

11 Slide 8.21 Step 5: Budgeting and selecting the digital media mix Affordable method Percentage-of-sales method Competitive parity method Objective and task method Slide 8.22 Step 5: Budgeting and selecting the digital media mix Figure 8.13 Options for the online vs offline communications mix: (a) online > offline, (b) similar online and offline, (c) offline > online 11

12 Slide 8.23 Step 5: Budgeting and selecting the digital media mix Figure 8.15 Example of different referrers contributing to a sale for a car rental company Slide 8.24 Step 5: Budgeting and selecting the digital media mix Figure 8.16 Source: Lee (2011) Examples of the referring mix for an airline. 12

13 Slide 8.25 Step 5: Budgeting and selecting the digital media mix 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) Slide 8.26 Step 5: Budgeting and selecting the digital media mix Figure 8.18 Spreadsheet template for digital campaign budgeting Source: 13

14 Slide 8.27 Step 6: Integration into overall media schedule or plan Figure 8.20 Integration of different communications tools through time Slide 8.28 Step 6: Integration into overall media schedule or plan Five questions about integration you must answer when creating a campaign: 1. Consistent branding and messaging: Is the branding and messaging sufficiently similar throughout the campaign? 2. Varying the offer, messaging and creative through the campaign: Is the offer and messaging varied sufficiently through the campaign? 3. Frequency and interval of communications: Are you exposing the audience sufficiently or too much to your messages? 14

15 Slide 8.29 Step 6: Integration into overall media schedule or plan 4. Sequencing of communications: Launch your campaigns online first Launch your campaigns offline first Launch your campaigns simultaneously online and offline 5. Optimizing timing: Do communications get delivered and received at the optimal time? For online display advertising, PPC and marketing there are specific times of the day, days of the week or times of the month that your message will work best Slide 8.30 Figure 8.21 The Tourism Ireland Taxi Challenge Source: Tourism Ireland ( 15

16 Slide 8.31 Figure 8.22 Facebook social plug-ins ( Slide 8.32 Best Practices Don t Let This Be My Last Selfie-WWF 16

17 Slide 8.33 Best Practices Taco Bell-Blackout Slide 8.34 Best Practices The ALS Ice Bucket Challenge 17

18 Slide 8.35 Best Practices Google-Androidify 18