Digital Marketing Strategy, Implementation, and Practice PDF

DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Seventh Edition Part 3 Digital marketing: implementation and practice Chapter 8 Campaig...

DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Seventh Edition Part 3 Digital marketing: implementation and practice Chapter 8 Campaign planning for digital media Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved Chapter 8 Campaign planning for digital media Main topics The characteristics of digital media Goal setting Campaign insight Segmentation and targeting Offer, message development and creative Budgeting Integrations Case study: Facebook – a Titan of the digital age Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved  The characteristics of digital media. (1 of 3) From push to pull: Push media: Communications are broadcast from an advertiser to consumers of the message who are passive recipients. Pull media and inbound marketing: the consumer is proactive in actively seeking out a solution and interactions with brands and Is attracted through content search and social media marketing. Interactive dialogues: The medium enables a dialogue between company and customer. Medium changes, advertising standards: New medium was differentiated from traditional media in four ways: 1- Communication style. 2- Social presence. 3- Control of the contact. 4- Control of the content. Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved The characteristics of digital media. (2 of 3) From one-to many to one-to -some and one-to-one e-marketers can afford to tailor and target their message to different segments through providing different site content or email for different audiences through mass-customization and personalization. From one-to many to many-to-many communications customers can interact with other customers via a website, in independent communities or on their personal websites and blogs. From lean back to lean forward customer wants to be in control and wants to experience flow and responsiveness to their needs. Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved  The characteristics of digital media. (3 of 3) Increase in communications intermediaries: An increase in options to reach audiences online through a large number of options for media and influencers. Integration: Combine and integrate traditional and digital media according to their strengths rather than concentrate communications on digital media. Timing of campaign communications have additional ’always-on’ and real-time marketing components: Continuous investment in paid, owned, and earned digital media to engage prospects and customers. Brands participate in current news and trends to help increase their visibility and influence through positive brand mentions. Respond to negative brand mentions through social media reputation management. Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved Figure 8.1 The differences between one-to-many and one-to- one communication using the Internet [organisation (O) communicating a message (M) to customers (C)] Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved  Step1: Goal setting. Digital marketers develop communications objectives for different timescales: - Annual marketing communications objectives. For example: achieving new site visitors. - Campaign specific-communications objectives. For example: support a product launch through online advertising. Terminology for measuring digital campaigns: - Volume measures. Ex. Number of clicks and unique visitors. - Quality measures. Ex. Conversion rate& Bounce rate. - Media cost measures. Ex. Cost per click. - Acquisition cost measures. Ex. Cost-per-acquisition – of a sale. - Return on investment (ROI) or value measures. Ex. profits - Branding measures. Ex. Brand favorability - Lifetime value-based (ROI) measures. Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved Examples of digital campaign measures. An interactive marketing communications plan should have five main types of goals included: Audience or traffic building goals. These define targets for using online site promotion and offline site promotion to drive quality visitors or traffic to a website or other social presence that convert to the outcomes required (sales, lead, newsletter sign-up, social interaction) at an acceptable cost. Conversion or interaction goals. Use onsite communications to deliver an effective message to the visitor that helps influence perceptions or achieves a required marketing outcome. Third party site reach and branding goals. Reach, influence and engage with prospective customers on third-party sites such as online news and magazines sites, portals and social networks: Multichannel marketing goals. Integrate all communications methods to help achieve marketing objectives by supporting mixed-mode buying. Longer term brand engagement goals. sustain long-term interactions leading to additional sales. These are measured through lifetime value, loyalty and customer interactions. Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved Figure 8.4 An example of the effectiveness measures for an online ad campaign Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved Campaign Response Mechanism ( 1 of 2) Online response mechanism: The required response mechanisms should be specified in the digital campaign plan and the number of responses from each model. Figure 8.6 suggests the typical options of outcomes to online campaign media. From the creative shown using media such as a display ad, pay-per-click ad or rented email newsletter, there are five main options. Home page: Typically, it is appealing to many audiences and offering too much choice – it won’t effectively reinforce the message of the online creative or convert to further action. Microsite-landing page: A focused landing page or specially created microsite can more effectively convert visitors to the action to help gain a return on the online campaign investment. Figure 8.7 shows an example of a landing page giving a range of response mechanisms, although offline is omitted. Company social media presence: Ads within social networks can link directly to a company social post, page, or a website. Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved Campaign Response Mechanism (2 of 2) Personal chat or call-back: Buttons or hyperlinks encourage a callback from a telephone operator or an online chat. The advantage of this approach is that it engages the customer more and will typically lead to a higher conversion-to-sale rate since the customer’s questions and objections are more likely to be answered. Offline phone post or store and offline response goals for multichannel integration: Offline response mechanisms should not be discarded. For example, a Netherlands bank devised a campaign targeting six different segments based on age and income. The initial letter was delivered by post and contained a PIN (personal identification number) that had to be typed in when the customer visited the site. The PIN had the dual benefit that it could be used to track responses to the campaign, while at the same time personalising the message to the consumer. When the PIN was typed in, a ‘personal page’ was delivered for the customer with an offer that was appropriate to their particular circumstances. Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved  Campaign Response Mechanism Figure 8.6: Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved  Step 2 Campaign insight Customer insight for digital marketing campaigns: Research into the target audience and how they select products and services within the marketplace is core to a campaign planning approach. Site audience Online buying behaviour Customer media consumption Customer search behaviour Competitor campaign activity Competitor performance Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved  Step 3 Segmentation 2) and targeting. ( 1 of Targeting variable Examples of online targeting attributes 1 Relationship with company New contacts (prospects who haven’t purchased), ‘nursery’ (new customers), existing customers, lapsed customers 2 Demographic segmentation B2C: age, gender, social group, geographic location B2B: company size, industry served, individual members of decision- making unit 3 Psychographic of attitudinal segmentation Attitudes to risk and value when buying, e.g. early adopter, brand loyal or price conscious 4 Value Assessment of current or historical value and future value 5 Lifecycle stage Position in lifecycle, related to value and behaviour, i.e. time since initial registration, number of products purchased, categories purchased in 6 Behaviour Search term entered into search engine; interaction with content in websites or emails; responsiveness to different types of offers (promotion or product type); responsiveness to campaigns in different channels (channel preference); purchase history in product categories including recency, frequency and monetary value (Chapter 6) Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved Step 3 Segmentation and targeting. ( 2 of 2) Options for targeting within digital media campaigns: - Targeting using search marketing. - Targeting using display advertising. - Targeting using social media. - Targeting using affiliate marketing. Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved  Step 4 Offer message development and creative - The implication for digital creative designers is that there should be a clear primary message but its placement varies according to the delivery and type of digital media for example: Paid search: within the headline of the ad. Natural search: within the tag and meta description tag. Email marketing: within the subject line and the headline or title of the email, supported by images. Display ads: within the opening frame and possibly repeated in all frames. - The primary message should deliver relevance according to the context. For example, within paid search the primary message should be consistent with the search term entered by the user and should highlight the value proposition clearly. Source : SmartInsights.com (with permission) Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved  Content Marketing Many businesses now look to develop a content marketing strategy as part of their digital marketing campaigns or always-on activities. - Within a campaign, content is vital as the method of engaging the audience and generating demand, whether this is educational content as part of a business-to-business campaign or video content as part of a consumer campaign. The only case where the role of content is diminished is where the main campaign offer is a price cut, discount or sale. Source: SmartInsights.com (with permission) Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved Set 5 Budgeting and selecting the digital media mix Digital marketing campaign plans require three important decisions to be made about investment for the online promotion or the online communications mix. These are: 1. Level of investment. Econometric modelling: Understanding the contribution of different media in influencing consumers and ultimately generating sales and profit. 2. Selecting the right mix of digital media. Marketers will need to determine the most appropriate mix and they may make this decision based on their knowledge built up through experience of previous. See slide 18. 3. Level of investment in digital assets. The digital assets are the creative that support a campaign such as email, display, video, audio, etc. Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved  Figure 8.11 Recommendations of the mix of investment in digital media for direct and brand response campaigns Source: Zenith Media (www.zenithmedia.com) Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved  Step 6 Integration into overall media schedule or plan Key activities and questions to ask when integrating a digital marketing campaign: Branding and messaging. Is the branding and messaging sufficiently similar (coherent) throughout the campaign? Varying the offer. Is offer and messaging varied sufficiently through the campaign? Frequency and interval of communications. Are you exposing the audience sufficiently or too much to your messages? Sequencing of communications. Should you launch your campaigns online first or offline? Should you launch your campaigns simultaneously online and offline? Optimising timing. Do communications get delivered and received at the optimal time? Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved Case study Facebook – a Titan of the digital age Questions: 1. As an investor in a social network such as Facebook, which financial and customer-related metrics would you use to assess and benchmark the current business success and future growth? 2. Complete a situation analysis for Facebook focusing in an assessment of the main business risks that could damage the future growth potential of the social network 3. Imaging you are Facebook’s marketing director. Suggest a marketing strategy for the next 18 months based on your answers to question 2. Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved