Advertising and the Internet PDF

Advertising and the Internet The Rise of Digital Advertising The Dot-Com Boom Fallout from the Crash Fallout from the Crash Google's Options Affinities with Advertising Early Digital Advertising Search Advertising Ad Auctions Google's Innovations Click-Through Behavioural Reinvestment Cy...

Advertising and the Internet The Rise of Digital Advertising The Dot-Com Boom Fallout from the Crash Fallout from the Crash Google's Options Affinities with Advertising Early Digital Advertising Search Advertising Ad Auctions Google's Innovations Click-Through Behavioural Reinvestment Cycle Origins of Surveillance Capitalism The AdTech Industry Service or Surveillance? Targeted Advertising Benefits Expand Data Extraction Expand Data Extraction Cornering The Function of Advertising Persuasion or Manipulation? Attention and Addiction The Attention Economy The Competition Draw Attention The Primitive Brain Make Actions Easy Reward the "Right" Behaviours Make Rewards Variable Attention and Addiction Does it Work? Does Digital Advertising Work? Selection Effects A Constitutive Blindspot Search Advertising Selection Effects The Mirage of Effectiveness Real or Fake? Faking Ads Faking Ads Ad Metrics Funding the Internet Branding In Advertising and IMC: Principles and Practice by Sandra Moriarty and Nancy Mitchell, branding is described as the process of creating a unique identity and image for a product or company in the minds of consumers. This involves crafting a brand\'s personality, values, and promises, all of which influence how the public perceives it. A brand's identity distinguishes it from competitors and builds emotional connections with customers, helping to establish trust and loyalty over time Branding in digital advertising When it comes to branding in digital advertising, the same principles of building identity and consumer trust apply, but the approach leverages online platforms. Digital branding involves using digital channels such as social media, websites, and email marketing to engage with audiences. The goal is to create consistent, personalized experiences that foster recognition and affinity in an increasingly connected, online environment Elements of Branding Brand Identity: This includes visual elements like logos, colors, fonts, and design, as well as the tone and style of communication. Brand Positioning: How the brand is perceived in relation to competitors and in the minds of consumers. It's about defining what makes the brand unique and valuable. Brand Values and Mission: The core principles and goals that drive the brand and resonate with its target audience. Brand Personality: The human characteristics attributed to the brand, which influence how it connects emotionally with people. Brand Experience: The overall experience customers have with the brand, from interactions and customer service to the quality of the product or service. Advertising\ Strategic Research & Strategic Planning Chapters 1 to 7 Chapter 1: Advertising and IMC Overview Definition of Advertising: Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future. Integrated Marketing Communications (IMC): IMC involves coordinating various promotional tools (advertising, PR, sales promotions) to deliver a unified message to the audience. Chapter 1: Advertising and IMC Overview The Role of Advertising: Serves various functions such as informing, persuading, reminding, and adding value to products and brands. Economic and Social Impact: Advertising drives economic growth by promoting competition and encouraging consumer spending. It also plays a role in shaping societal norms and cultural values. Chapter 1: Advertising and IMC Overview The Evolution of Advertising: The chapter covers the historical progression of advertising, emphasizing the shift from traditional to digital and interactive media. The use of social media platforms for advertising reflects the shift to IMC, where companies maintain a consistent brand message across various channels like TV, digital ads, and social media. Chapter 2: The Advertising Industry Structure of the Advertising Industry: Comprises advertisers (clients), advertising agencies, media organizations, and suppliers. Advertisers: Companies, gov., or individuals who want to promote their products or services. They are responsible for initiating the advertising process. Advertising Agencies: Specialized service providers that create, plan, and manage advertising campaigns for clients. They range from full-service agencies to specialized agencies (e.g., digital marketing). Example of suppliers in the advertising industry: Designers Designers create visual concepts based on the art director's design direction. They find the most efficient solutions to getting marketing messages across in print and electronic media through the use of colour, type, imagery as well as format. Graphic designers create the overall layout and production design for advertisements, brochures, magazines, corporate reports, digital graphics, and front-end web design. Copywriters Copywriters write the text used in advertising as well as other promotional campaigns or products, such as brochures, print advertisements, billboards, websites, emails, magazines and blog posts. The text is usually sales focused. Suppliers (2) Photographers Photographers produce permanent visual images for a wide range of creative, technical and documentary purposes. A professional photographer normally works to a brief set by the client or employer. A large percentage of professional photographers are self-employed. Photography -- in addition to other graphics, that may be sourced from stock image libraries on the Internet -- is an extremely important element of most advertising campaigns. While copywriters may spend hours producing an eye-catching headline and copy that explains the benefits of a product, it's often the photographer's image that first attracts the viewer and it's usually also the last thing the viewer remembers after turning the page. Poor images can make a product disappear into a background of similar shots and identical advertisements, while an outstanding photograph will attract attention and stay in the viewer's mind. It can mean a difference between success or failure. Suppliers (3) Videographers A videographer is in charge of the images the public sees on television, DVDs and movie screens. They work in the studio, in remote locations, and as a part of the post-production team that edits and prepares movies, television shows, and other video productions. IT technicians The IT suppliers are usually responsible for designing, organising, modifying, and supporting a company's computer systems. They would also be responsible for effective provisioning, installation/configuration, operation, and maintenance of systems hardware and software and related infrastructure. They maintain network facilities in individual machines, such as drivers and settings of personal computers, as well as printers. Printers Printers are contracted by the agency to print ads ranging from small-scale printings to commercial banners. These printers use several printing machines and techniques, such as digital printing, offset printing and letterpress printing. Web designers A web designer has both creative as well as technical skills which are used to build as well as redesign websites. A web designer's skillset may not be as in-depth as those of a developer however with a mainly front end focus s/he is able to make websites aesthetically appealing, yet functional and easy to use. A front-end web developer is possibly what most people think of as a "web developer". A front-end web developer is accountable for implementing visual elements that users see and interact within a web application. They are typically supported by back-end web developers, who are responsible for server-side application logic and integration of the work front-end developers do. Chapter 2: The Advertising Industry Media Organizations: Platforms where ads are displayed, such as TV, radio, newspapers, digital media, and out-of-home advertising-OOH (public billboards, wallscapes, and posters). Regulatory and Ethical Considerations: Advertising must adhere to regulations and ethical standards, ensuring honesty, truthfulness, and social responsibility. Chapter 3: The Consumer Audience Understanding Consumers: Consumer behavior and psychology are central to creating effective advertising. Understanding how consumers think, feel, and make purchasing decisions is crucial. Consumer Decision-Making Process: Includes stages like problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Chapter 3: The Consumer Audience Segmentation: Marketers use demographic, geographic, psychographic, and behavioral segmentation to identify specific consumer groups. Motivation and Influence: Advertising taps into consumers\' motivations and influences their attitudes through persuasive messaging. Chapter 4 & 6: Strategic Research Research for Strategy: Research is vital for understanding the market, consumer behaviors, product positioning, and competitive landscape, forming the foundation for effective advertising strategies. Primary and Secondary Research: Primary research collects new data through methods like surveys and focus groups, while secondary research involves analyzing existing data such as market reports and academic studies. Quantitative and Qualitative Research: Quantitative research deals with numbers and measurable data (e.g., surveys), while qualitative research explores attitudes, motivations, and behaviors (e.g., focus groups). Pre-Testing and Post-Testing: Evaluating advertising effectiveness before and after a campaign helps in measuring impact and optimizing future strategies. Chapter 4: Strategic Research Example: Before launching a new soft drink, a company might conduct focus groups (qualitative research) to understand taste preferences and survey studies (quantitative research) to assess market demand. Why research? Research in Advertising: Strategic research in advertising plays a vital role in understanding consumers, the market, and the effectiveness of campaigns. It helps in making informed decisions and crafting targeted messages. Types of research & methods Market Research: Identifies market size, potential, competitors, and consumer preferences. Consumer Research: Involves understanding consumer attitudes, behaviors, needs, and motivations. Product Research: Assesses the product\'s performance, usage, and customer perception. Competitive Research: Studies competitors' advertising, strengths, weaknesses, and market strategies. Research before planning and as part of planning Research is integral to developing an IMC strategy, ensuring messages are cohesive across all platforms. Example: A brand launching a new energy drink might conduct consumer research to understand taste preferences and competitive research to analyze the success of other energy drinks in the market. Primary research might include focus groups testing the product, while secondary research could involve analyzing market reports on energy drink consumption trends. Chapter 5 & 7: Advertising and IMC Planning Strategic Planning in Advertising: Strategic planning is the process of defining advertising goals, target audiences, and the methods to achieve them. It is essential for developing a cohesive advertising campaign. The Role of the Advertising Plan: The advertising plan sets the framework for how the brand will communicate with its audience, detailing objectives, strategies, target audience, budget, media plan, and creative tactics. Objectives: These are specific, measurable goals of an advertising campaign, such as increasing brand awareness or boosting sales. Target Audience: Strategic planning involves segmenting the market to identify the most suitable audience for the campaign. Message Strategy: Involves crafting messages that align with the brand's objectives and resonate with the target audience. It is the core of what the advertising will communicate. Media Strategy: Identifies the best platforms (TV, digital, print, social media) to reach the target audience efficiently. Example: A company planning to advertise a new smartphone would start with objectives like achieving a 15% increase in market share within a year. The target audience could be tech-savvy individuals aged 18-45. The message strategy might focus on the smartphone's unique features, while the media strategy could involve advertising on social media and tech websites to reach the desired demographic. Digital Marketing Stategy Chapter 4 Dave Chaffey\'s \"Digital Marketing\" (2019) 1\. Developing an effective digital marketing strategy according to Chaffey (2019): Situation Analysis: It's crucial to understand the market environment, competitors, and customer needs before planning. This involves using frameworks like the SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) and benchmarking against competitors. Setting Goals: Define clear, measurable goals aligned with the overall business objectives. Goals should follow the SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound). Strategy Formulation: This includes defining the target audience and creating value propositions. It involves segmentation, targeting, and positioning (STP) to ensure the right message reaches the intended audience. 2\. Channel Selection: Identify which digital channels (search engines, social media, email, content marketing, etc.) will be used to engage with the target audience. Selection should be based on customer behavior, platform capabilities, and the nature of the product or service. 3\. Integrated Communications: Omnichannel Approach: Digital marketing should not work in isolation. Integration with offline marketing and customer experiences is vital to ensure consistent messaging and a seamless customer journey across all touchpoints. Content Marketing: Developing engaging content that aligns with user needs at various stages of the buyer\'s journey is a key part of the strategy. Content must be valuable, relevant, and optimized for search engines. 4\. Acquisition and Retention: Strategies should include both customer acquisition (using tactics like SEO, PPC, and social media advertising) and retention (through email marketing, social CRM, and customer support). A focus on building long-term relationships is necessary for customer loyalty and advocacy. 5\. Budgeting and Resource Allocation: Allocate resources based on the potential return on investment (ROI) of each digital channel. Budgeting should consider factors like content creation, paid media, technology costs, and staff or agency fees. 6\. Implementation and Action Plans: Develop an action plan detailing tasks, responsibilities, timelines, and necessary tools for execution. Use project management tools and agile methodologies to ensure effective delivery. 7\. Monitoring and Analytics: Continuous monitoring and analysis are essential to measure the performance of digital marketing efforts. Use Key Performance Indicators (KPIs) like traffic, conversion rates, engagement, and ROI to assess success. Regularly review and adjust the strategy based on data-driven insights to improve effectiveness and respond to market changes. 8\. Managing Digital Transformation: Companies should adapt to the changing digital landscape by embracing new technologies, platforms, and customer engagement methods. This requires a culture of innovation and a focus on enhancing digital capabilities within the organization. Earned, Interactive, and Owned Media Chapter 14 Earned Media Definition: Media exposure that a brand gains organically without paying for it. It comes in the form of mentions, shares, reposts, reviews, and other content created by users or third parties. Key Characteristics: Not controlled by the brand. Considered highly credible as it represents user-generated content. Examples include word-of-mouth, social media shares, and press coverage. Earned Media Challenges: Cannot be directly purchased or guaranteed. Brands must create compelling content or experiences to stimulate this kind of organic exposure. Examples of Earned Media Here are some examples for each form of media as outlined in Chapter 14 of Advertising and IMC: Principles and Practice (10th edition) by Moriarty, Mitchell, and Wells: 1\. Earned Media Example 1: A positive review or recommendation of a brand\'s product on a blog or social media post by an influencer or regular customer, which is shared widely by other users. Example 2: A news article that features a company's new product launch without any paid promotion or involvement by the company. Example 3: Viral social media challenges or trends started by users, such as the "Ice Bucket Challenge," which brands can capitalize on without initiating it themselves. Interactive media Definition: Digital media that allow two-way communication between the brand and consumers, enabling engagement and feedback. Key Characteristics: Fosters deeper connections with audiences by allowing them to participate or co-create. Examples include social media platforms, blogs, polls, interactive websites, apps, and games. Enables direct interaction through comments, likes, and shares. Interactive media Advantages: Encourages consumer participation, leading to higher engagement. Allows brands to gain real-time insights and feedback from audiences. Examples of interactive media from chapter 14 2\. Interactive Media Example 1: A brand\'s Twitter campaign that allows users to tweet at the company for personalized responses or suggestions, such as the famous \"Tweet a Coke\" campaign by Coca-Cola. Example 2: An interactive mobile app that allows users to customize a product before purchase, such as Nike's "Nike By You" customization tool for sneakers. Example 3: Social media polls or live Q&A sessions on Instagram, where users can ask questions and get real-time responses from the brand. Owned Media Definition: Media channels that a company fully controls and manages. Key Characteristics: Can be fully tailored to the brand's messaging and goals. Examples include company websites, blogs, newsletters, mobile apps, and social media accounts. Allows the brand to build long-term relationships with consumers through consistent communication. Advantages: Provides the brand with full control over content and distribution. Often used to house and showcase other content, including paid and earned media. Examples of Owned Media 3\. Owned Media Example 1: A brand's official website where they control all content, such as Apple's website, which showcases their product line, updates, and services. Example 2: A brand's email newsletter that regularly sends product updates or promotional content to subscribers, like Sephora's beauty newsletters to its customer base. Example 3: A company blog where they share articles, tips, or company news, such as HubSpot's marketing blog, which offers resources to customers and promotes HubSpot's tools. These examples illustrate how brands can strategically use each form of media to enhance their reach and engagement across different channels. Media Planning and Negotiation Chapter 15 Media Planning Process Media planning is about choosing the most effective media platforms to deliver a message to a target audience. The process involves: Setting Objectives: Defining clear goals based on reach, frequency, and continuity. Understanding the Target Audience: Knowing audience demographics, psychographics, and behavior is crucial for selecting the right media. Media Mix: Selecting a combination of different media channels (e.g., TV, radio, digital, print) to maximize effectiveness. Geographical and Timing Considerations: Planning based on where and when the target audience is most receptive. Budget Allocation: Distributing the budget across selected media channels to optimize exposure and return on investment. Media Strategy This involves choosing the best mix of media channels and vehicles to achieve campaign objectives. Key considerations include: Reach: The percentage of the target audience exposed to the advertisement at least once. Frequency: How often the target audience is exposed to the advertisement. Continuity: The pattern of the advertisement over time (e.g., continuous, flighting, or pulsing). Negotiation with Media Providers Negotiation is crucial for securing the best rates and prime ad placements. It includes: Rate Negotiation: Media buyers negotiate costs, sometimes leveraging volume discounts or long-term deals. Positioning: Ensuring the ad is placed in a premium spot (e.g., front page, prime time). Added Value Packages: Obtaining additional benefits like bonus spots, social media mentions, or event sponsorships. Example: A media buyer might negotiate with a TV network for a 30-second ad slot during a high-profile event (e.g., a sports championship) to ensure maximum visibility. Evaluating Media Performance After the campaign, media planners evaluate whether objectives were met using key metrics like: Gross Rating Points (GRPs): A measure of reach multiplied by frequency. Cost Per Thousand (CPM): The cost to reach a thousand people. Return on Investment (ROI): Assessing whether the advertising investment generated sufficient returns. Example: A digital campaign may be evaluated based on click-through rates (CTR) and conversions, helping the brand determine the effectiveness of its online ads. IMC (Integrated Marketing Communications) Approach Media planning in the context of IMC means ensuring consistency across various media channels to create a unified brand message. Media planners coordinate advertising efforts with other marketing channels such as public relations, sales promotions, and digital marketing. Example: A brand launching a new product might coordinate its advertising on social media, TV, and in-store promotions to maintain a consistent message and create synergy across all touchpoints. Ideation MCM 222 Ideation: developing new ideas/Design thinking Definition Ideation is the creative process of generating, developing, and refining ideas. It\'s a crucial step in problem-solving, innovation, and creative endeavors across various industries, including the media and digital industries. In the context of these industries, ideation plays a significant role in content creation, marketing, product development, and overall strategy. Content Creation: Generating Unique Content Ideas: Ideation helps media professionals, such as writers, journalists, and content creators, come up with fresh and engaging story ideas, article topics, video concepts, or social media posts that capture the audience\'s attention. Adapting to Trends: Staying up-to-date with trends and cultural shifts is essential in media. Ideation enables professionals to brainstorm ways to incorporate current trends into their content, making it more relevant and shareable Marketing and Advertising: Creative Campaigns: Ideation is central to creating innovative marketing and advertising campaigns. Teams brainstorm ideas for ad campaigns, slogans, visuals, and viral marketing strategies to connect with their target audience effectively. Viral Content: In the digital world, viral content often starts with a creative idea. Ideation sessions can lead to the development of content that has the potential to go viral, increasing brand visibility and engagement. Product Development: Digital Products and Services: Ideation is critical in the development of digital products and services. Teams brainstorm features, user experience improvements, and innovative functionalities that can set their products apart in a crowded market. UX/UI Design: In user experience (UX) and user interface (UI) design, ideation helps designers come up with intuitive and visually appealing layouts and interactions that enhance the user\'s digital experience. Strategy and Planning: Business Strategies: Ideation aids in the development of strategic plans for media and digital companies. It can help teams brainstorm business expansion ideas, revenue models, and partnerships that drive growth. Audience Engagement: Media and digital businesses rely on continuous ideation to find new ways to engage their audience, whether through interactive content, community-building initiatives, or personalized user experiences. Problem Solving: Troubleshooting: When issues or challenges arise, ideation can be used to brainstorm potential solutions or workarounds. This approach encourages creative problem-solving and innovation. Crisis Management: In the media industry, managing crises effectively often requires quick thinking and ideation to develop a communication strategy that mitigates damage and maintains reputation. Ideation In summary: Ideation is a versatile and valuable process in the media and digital industries. It fuels creativity, innovation, and problem-solving, helping professionals and organizations stay competitive and relevant in rapidly evolving digital landscapes. It enables them to generate fresh ideas, create engaging content, develop effective strategies, and ultimately connect with their audience in meaningful ways. Divergent and Convergent Thinking Divergent thinking and convergent thinking are two distinct cognitive processes that play essential roles in problem-solving, creativity, and innovation. They have specific applications in the media and creative industries: Divergent thinking Definition: Divergent Thinking Divergent thinking is a creative thinking process focused on generating a wide range of possible solutions, ideas, or responses to a given problem or stimulus. It involves thinking \"outside the box,\" exploring multiple perspectives, and embracing ambiguity and novelty. In the media and creative industries, divergent thinking is crucial for brainstorming, content creation, and idea generation. Professionals use it to come up with a wide variety of concepts, storylines, designs, and creative approaches. For example, in advertising, divergent thinking is used to brainstorm diverse ad campaign ideas, exploring different angles and creative directions to capture audience attention. Convergent thinking Focuses on finding the correct solution The single best answer Relies on existing knowledge Critical and analytical Logical Can be used in conjunction with divergent thinking as part of ideation processes Divergent approaches provide a range of options, convergent disciplines help find the most viable option. Convergent Thinking: Convergent thinking is a problem-solving process that aims to find a single, well-defined solution or answer to a specific problem or question. It involves logical and analytical thinking, narrowing down options, evaluating alternatives, and selecting the most suitable solution. In the media and creative industries, convergent thinking is applied when professionals need to refine and select the best ideas or solutions generated through divergent thinking. It helps prioritize, organize, and make decisions based on criteria such as feasibility, impact, and alignment with objectives. For example, in film production, convergent thinking is used to select the best script from a pool of creative ideas, taking into account factors like budget constraints, target audience, and market trends. Structured versus unstructured thinking The interplay between divergent & convergent thinking is vital in creative industries: Idea Generation: Divergent thinking is employed to generate a multitude of creative ideas, while convergent thinking is used to filter and select the most promising ones for further development. Problem-Solving: When creative challenges arise, divergent thinking can help explore various solutions, and convergent thinking can help identify the most practical and effective approach. Innovation: Divergent thinking encourages innovation by fostering creativity and pushing the boundaries of what\'s possible, while convergent thinking ensures that innovative ideas are refined and implemented effectively. Decision-Making: In media and creative industries, professionals often need to make decisions about content, design, marketing strategies, and more. Convergent thinking aids in making informed choices based on data and objectives. Project Execution: After the ideation phase, convergent thinking plays a significant role in planning and executing creative projects, ensuring that resources are allocated efficiently and goals are met. Sources of new ideas Design thinking https://www.youtube.com/watch?v=\_r0VX-aU\_T8 https://www.youtube.com/watch?v=ir3E-TEUk48 Brainstorming Few methods for ideation: Concept development Worst idea What comes first: research or the idea? Exercises to spark creative ideas Exercise two: Impossible Objects: This exercise is inspired by Michael Michalko's book Thinkertoys focuses on divergent thinking. In this exercise you will need to connect two objects and come up with an unusual combination or a hybrid. Presenting and sharing ideas might become the best part of the whole exercise, so let's test it out! How to: Think about an object in your minds. Pair up and grab a sheet of paper Now, in the groups share what objects did you and your partner came up with. Then begin the ideation -- what could be the hybrid that comes out of combining the two items.  Try to imagine the item and describe it in as much detail as possible: what is it used for, what material is it made of, what color is it, ect. Then, draw a picture of it (better bigger in size).  When the time is over, each group should present their hybrid, show the drawing of it and if there is enough time, discuss it. Media Planning and Negotiation Chapter 15 Media Planning Process Media planning is about choosing the most effective media platforms to deliver a message to a target audience. The process involves: Setting Objectives: Defining clear goals based on reach, frequency, and continuity. Understanding the Target Audience: Knowing audience demographics, psychographics, and behavior is crucial for selecting the right media. Media Mix: Selecting a combination of different media channels (e.g., TV, radio, digital, print) to maximize effectiveness. Geographical and Timing Considerations: Planning based on where and when the target audience is most receptive. Budget Allocation: Distributing the budget across selected media channels to optimize exposure and return on investment. Media Strategy This involves choosing the best mix of media channels and vehicles to achieve campaign objectives. Key considerations include: Reach: The percentage of the target audience exposed to the advertisement at least once. Frequency: How often the target audience is exposed to the advertisement. Continuity: The pattern of the advertisement over time (e.g., continuous, flighting, or pulsing). Negotiation with Media Providers Negotiation is crucial for securing the best rates and prime ad placements. It includes: Rate Negotiation: Media buyers negotiate costs, sometimes leveraging volume discounts or long-term deals. Positioning: Ensuring the ad is placed in a premium spot (e.g., front page, prime time). Added Value Packages: Obtaining additional benefits like bonus spots, social media mentions, or event sponsorships. Example: A media buyer might negotiate with a TV network for a 30-second ad slot during a high-profile event (e.g., a sports championship) to ensure maximum visibility. Evaluating Media Performance After the campaign, media planners evaluate whether objectives were met using key metrics like: Gross Rating Points (GRPs): A measure of reach multiplied by frequency. Cost Per Thousand (CPM): The cost to reach a thousand people. Return on Investment (ROI): Assessing whether the advertising investment generated sufficient returns. Example: A digital campaign may be evaluated based on click-through rates (CTR) and conversions, helping the brand determine the effectiveness of its online ads. IMC (Integrated Marketing Communications) Approach Media planning in the context of IMC means ensuring consistency across various media channels to create a unified brand message. Media planners coordinate advertising efforts with other marketing channels such as public relations, sales promotions, and digital marketing. Example: A brand launching a new product might coordinate its advertising on social media, TV, and in-store promotions to maintain a consistent message and create synergy across all touchpoints. Campaign planning for digital media\ and ROI Recap:\ Integrated Marketing Communications (IMC) IMC Concept: It emphasizes a consistent, unified approach to all marketing communications to deliver a cohesive message across all digital and traditional channels. Role of Digital Media: Digital channels (email, social media, SEO, etc.) play an increasingly central role in executing an IMC strategy, integrating with offline tactics. Key Digital Marketing Communications Tools Search Engine Marketing (SEM): This includes both Search Engine Optimization (SEO) and Paid Search (PPC). SEO focuses on optimizing a website to improve organic search results, while PPC involves paying for advertisements in search results. Key Digital Marketing Communications Tools Online PR: Managing brand reputation and communication through digital platforms, including social media and influencer marketing. Online Partnerships: Collaborations with other online businesses, affiliates, or influencers to promote products or services. Display Advertising: Banner ads, rich media ads, and programmatic advertising across digital networks. Email Marketing: Targeted and personalized email communications that nurture customer relationships and promote engagement. Social Media Marketing: Utilizing platforms like Facebook, Instagram, LinkedIn, and Twitter for brand engagement, content promotion, and customer interactions. Planning for Digital Marketing Communications SOSTAC® Framework: SOSTAC stands for Situation, Objectives, Strategy, Tactics, Action, and Control. It provides a structured approach to planning digital marketing strategies. Situation: Assess current market and digital performance. Objectives: Set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). Strategy: Define a strategy that aligns with business goals. Tactics: Outline specific tactics to implement the strategy, such as which digital channels to use. (Media Plan) Action: Execution of the plan. Control: Measurement and analysis of performance to optimize future campaigns. The role of Content Marketing Importance of Quality Content: High-quality, valuable content is a core element of digital marketing communication. It helps attract, engage, and retain customers. Content Types: Blog posts, videos, infographics, case studies, white papers, and user-generated content all contribute to engaging digital audiences. Content Distribution: Ensuring the content is distributed across various channels, including social media, websites, and email. Personalization and Targeting Importance of Data: Leveraging customer data to create personalized marketing communications is essential. It helps in tailoring messages to individual customers, improving relevance and engagement. Segmentation: Dividing audiences into smaller groups based on demographics, behaviors, and preferences allows marketers to create more specific and effective communications. Measurement & Analytics Importance of KPIs: Setting key performance indicators (KPIs) for digital marketing efforts is crucial. These could include metrics like conversion rates, engagement rates, and return on investment (ROI). Use of Analytics Tools: Google Analytics, social media insights, and CRM systems help marketers track the effectiveness of their communications and make data-driven decisions. Challenges in Digital Marketing Communications Ad-blocking and Banner Blindness: Many users ignore or block digital ads, reducing their effectiveness. Information Overload: With so much content online, it\'s a challenge to break through the noise and capture attention. Privacy Concerns: Data privacy laws (such as GDPR) impact how marketers can collect and use customer information. Emerging Trends Influencer Marketing: Leveraging social media influencers to reach niche audiences in a more authentic way. Video and Live Streaming: Increasing focus on video content, including live video streaming, which has become popular on platforms like Instagram, Facebook, and YouTube. Voice Search: With the rise of voice-activated assistants like Alexa and Google Assistant, marketers need to optimize their content for voice search queries. SEO Optimization =\>\ Search Generitive Experience Google SGE: Voice Search UNDERSTANDING PREDICTIVE ANALYTICS & PREDICTIVE MARKETING Predictive Analytics 4- Key Techniques 5- Application in marketing Customer Segmentation: Predicting the behavior of different customer segments to tailor marketing efforts. Churn Prediction: Identifying customers likely to stop using a product or service. Sales Forecasting: Anticipating sales volumes for better inventory and resource planning. Product Recommendations: Suggesting products based on past customer behavior and preferences. Predictive Analytics 6- Personalization: Predictive analytics enables more accurate personalization of marketing messages and offers, enhancing the customer experience. 7- Cross-Sell and Upsell: By analyzing previous purchase behavior, marketers can predict which additional products a customer is likely to buy. Predictive Marketing Predictive Marketing Enhanced Decision-Making: Marketers can make better decisions based on data-driven predictions, allowing for more accurate marketing strategies and investments. Behavioral Targeting: Predictive marketing uses data to anticipate customer behaviors, such as purchasing patterns, enabling more precise targeting with advertising and email campaigns. Efficiency: By focusing marketing resources on customers most likely to convert, predictive marketing enhances efficiency and reduces wasted efforts on unqualified leads. These points highlight how predictive analytics and predictive marketing enable companies to forecast customer behaviors and tailor their strategies to meet future needs effectively. Personas Workshop for research plan assignement Personas Definition Creating a persona, especially in marketing, design, or personal branding, involves building a fictional character that represents a target audience, client, or an aspect of yourself. Here\'s a step-by-step guide on how to create one: 1\. Define the Purpose Why are you creating this persona? For marketing, product design, storytelling, or personal branding? Clearly defining the purpose will guide the level of detail and focus. 2\. Research & Data Collection Demographics: Gather basic information like age, gender, location, occupation, income, education level, etc. Psychographics: Explore deeper factors like interests, values, lifestyle, attitudes, motivations, and challenges. Behaviors: Focus on behaviors relevant to your goal---how they use a product, engage with content, or respond to certain situations. Pain Points & Needs: What problems do they face, and what solutions are they seeking? Use real data from customer surveys, market research, user interviews, or social media analysis to inform this. Persnas Template 3\. Create a Persona Template Structure your persona with the following key elements: Name: Give your persona a fictional name to make it relatable. Photo or Visual Representation: Add a photo or visual representation to make the persona feel real. You can find generic stock photos that reflect your persona. Bio/Backstory: A brief backstory that explains who this person is. Include details like their occupation, daily life, and family situation. Demographics: Age, gender, location, income, and education. Psychographics: Interests, hobbies, values, and aspirations. What does this person care about? What drives them? Personas Template 2 Goals & Motivations: What are they hoping to achieve? For example, \"wants to be more organized\" or \"wants to grow their business.\" Challenges or Pain Points: What are the obstacles they face? For example, \"struggles with time management\" or \"frustrated with technology.\" Buying/Engagement Behavior: How do they make decisions or interact with a brand? What are their preferred communication channels? Preferred Solutions: What types of products or services are they likely to prefer? What factors influence their choices? 4\. Bring the Persona to Life Personalize: Add quirks, preferences, or even hypothetical quotes that make the persona more relatable. For example, "Sarah always checks reviews before buying anything online." Visual Aids: Use graphics, charts, or mood boards to illustrate their lifestyle, likes, and dislikes. 5\. Validate and Adjust After creating the persona, validate it by comparing it against real customer behavior or feedback. Make adjustments as necessary to ensure the persona accurately represents your audience or target group. Example Persona for a Jewelry Brand Name: Sophie Müller\ Age: 35\ Occupation: Marketing Manager\ Location: Zurich, Switzerland\ Income: CHF 120,000/year\ Hobbies: Photography, Travel, Yoga\ Goals: Wants to find high-quality, stylish jewelry that reflects her personal style and aligns with her eco-friendly values.\ Challenges: Finds it hard to balance her busy career with personal shopping time. She\'s overwhelmed by too many choices and prefers recommendations from trusted sources.\ Preferred Solutions: Personalized jewelry pieces with a timeless design that can be worn daily or on special occasions. In your case, Britta Dietsche\'s persona could reflect her dedication to art and jewelry making, integrating her family-oriented values and artistic inspirations into her personal brand. Would you like help creating a specific persona for a business or personal project? The strategic use of PR in IMC Dr. Mckouar PR in IMC In Integrated Marketing Communications (IMC), Public Relations (PR) plays a strategic role in building and maintaining a brand\'s reputation, enhancing visibility, and fostering trust among target audiences. Here are the primary strategic uses of PR in IMC: Building Credibility & Trust PR creates opportunities for brands to be featured in trusted media outlets, leveraging third-party endorsement to build credibility. When audiences see a brand positively mentioned in reputable sources, it reinforces brand trust, making it a strategic complement to more direct, paid marketing efforts in IMC. Case Study: Dove Real Beauty Campaign\ Dove's "Real Beauty" campaign leveraged PR to build trust and credibility by challenging beauty stereotypes. PR activities included interviews, feature stories, and community discussions with real women to amplify their message. By featuring everyday people rather than models, Dove used PR to build credibility, reinforcing trust in the brand as authentic and relatable. Enhancing Brand Awareness Through media relations, events, press releases, and influencer collaborations, PR increases brand exposure. By securing news coverage and editorial placements, PR ensures the brand reaches a broader audience, often beyond the immediate reach of traditional advertising. Case Study: Red Bull Stratos In 2012, Red Bull sponsored Felix Baumgartner\'s record-breaking space jump from the stratosphere. This stunt, promoted through extensive PR efforts, made headlines globally and reinforced Red Bull's brand as daring and extreme. The campaign used media outreach, live streaming, and feature stories, significantly increasing Red Bull's visibility worldwide and associating the brand with innovation and adventure. Crisis Management and Image Control In the case of reputational threats or crises, PR is crucial for damage control. Effective crisis PR helps manage and mitigate negative impacts, preserving brand reputation by proactively addressing issues and communicating transparently. This aligns with IMC's goal of maintaining a consistent, positive brand image across all platforms. Case Study: Tylenol Product Tampering Crisis In 1982, Johnson & Johnson faced a crisis when several people died after taking Tylenol capsules that were tampered with and poisoned. The company's PR response included immediately recalling products, being transparent with the public, and creating tamper-resistant packaging. By prioritizing consumer safety and openly communicating with the public, Tylenol successfully managed the crisis, restoring its brand image and trust. Storytelling and Emotional Engagement PR enables brands to tell stories that resonate emotionally with consumers, creating a deeper connection. Through feature stories, human-interest angles, and thought leadership, PR enhances the emotional appeal and relatability of the brand, supporting IMC\'s goal to foster long-term customer relationships. Case Study: Airbnb's "We Accept" Campaign In response to the social climate and travel restrictions of 2017, Airbnb launched the "We Accept" campaign, reinforcing its commitment to inclusivity. PR played a key role in highlighting personal stories of acceptance and diversity within Airbnb's user base. The campaign included news coverage, blog posts, and community engagement, creating an emotionally resonant message that aligned with the brand's values and strengthened consumer connections. Influencing Public Perception and Advocacy PR can strategically shape and influence how the public views a brand, aligning it with particular values, causes, or social issues. This alignment with consumer beliefs not only improves public perception but also encourages brand advocacy, amplifying the brand's message through earned media and word-of-mouth. Case Study: Patagonia's Environmental Advocacy Patagonia consistently uses PR to influence public perception by advocating for environmental causes. In 2017, it launched a PR campaign against the reduction of national monuments in the U.S., openly challenging government decisions. Patagonia's bold stance attracted media attention and public support, reinforcing its image as an environmentally conscious brand. This strategy not only engaged consumers but turned them into advocates, aligning the brand with a shared purpose. Strengthening IMC Campaigns with Earned Media While IMC often includes paid, owned, and shared media, PR contributes the critical component of earned media. Positive media coverage reinforces paid messaging and complements owned content, making IMC campaigns more robust and multi-dimensional. Case Study: Oreo's "Dunk in the Dark" Campaign During the 2013 Super Bowl blackout, Oreo quickly capitalized on the event with a tweet saying, "You can still dunk in the dark." PR efforts amplified this spontaneous and humorous message, earning widespread media coverage and social media shares. The tweet complemented Oreo's broader IMC strategy by showcasing the brand\'s wit and relevance, leveraging earned media to reinforce its message. Driving Social Responsibility and Corporate Image PR helps communicate a brand's corporate social responsibility (CSR) efforts, building goodwill and enhancing the brand\'s corporate image. This contributes to an overarching IMC strategy by aligning the brand with causes that resonate with target audiences, thereby strengthening brand loyalty. Case Study: Ben & Jerry's Climate Justice Campaign Ben & Jerry's has long been committed to social causes, and their climate justice campaign highlighted their efforts to reduce carbon emissions. Through PR, they shared stories, released press statements, and collaborated with environmental groups to communicate their stance on climate issues. The PR efforts reinforced Ben & Jerry's brand image as socially responsible, deepening customer loyalty by aligning with shared values. https://purestrategies.com/case-study/ben-jerrys-carbon-reduction-goal Supporting Sales Promotions and Product Launches PR generates buzz around new products or services, providing additional support to promotional activities within an IMC strategy. Through press releases, product demos, influencer partnerships, and events, PR helps drive awareness and excitement, directly supporting sales initiatives. Case Study: Apple iPhone Launches Apple's product launches are always highly anticipated, thanks in part to PR efforts that generate buzz before and after each release. By limiting product information leaks and inviting media outlets to exclusive events, Apple ensures extensive media coverage that amplifies consumer excitement and awareness. PR amplifies Apple\'s marketing messages across news and tech media, driving sales through a sense of exclusivity and anticipation. In Sum Strategically, PR in IMC is about: =\> enhancing credibility, =\> managing brand perception, =\> and delivering compelling narratives that resonate across all touchpoints. PR adds a dimension of authenticity and trust, making it an indispensable part of a successful, cohesive IMC strategy. Out of Home Advertising OHA Dr. Loubna Mckouar Outline What is OHH? Definitions from Scholarly Articles & Books: Batra & Keller (2016) describe OOH advertising as a form of "place-based media" where the audience is in a non-home environment, often with limited or passive media distractions, making it an impactful method for advertisers. Kotler & Armstrong (2018) define OOH advertising as "all media that reaches consumers outside the home, providing broad public exposure with high-frequency messaging." Belch & Belch (2014) argue that OOH advertising effectively targets a wide audience, offering significant reach and the ability to build brand awareness through repeated exposure. They discuss the concept of \"glance media,\" where brief, impactful visuals are essential due to the nature of fleeting attention in public spaces. Ong, S. E., & Scheepers, H. (2004) describe it as "advertising media where the target audience is reached while they are in transit or at specific locations, such as transit terminals, roadsides, or urban environments." They emphasize the contextual relevance of OOH placements, aligning brand messages with the consumer's location or moment. Examples of Out-of-Home Advertising: Traditional Billboard Advertising\ Billboards are a staple of OOH advertising. Coca-Cola's famous Piccadilly Circus billboard in London is a classic example. Constantly updated, this site serves as a high-exposure, high-footfall location with huge reach. Transit Advertising\ Advertisers leverage public transportation to place ads on buses, taxis, and subways. For instance, Nike's "Just Do It" campaign on New York City subways targeted a broad audience of commuters, emphasizing brand motivation and presence across the city. Examples of Out-of-Home Advertising (2): Digital Out-of-Home (DOOH) Advertising\ With digital screens in high-traffic locations, DOOH ads provide dynamic and interactive content. For example, Spotify's "Wrapped" campaign featured on digital billboards showcases personalized music stats for specific users. This type of ad catches attention through movement and real-time updates. Interactive OOH Advertising\ Some brands go further with interactive elements. For example, British Airways' \#LookUp campaign used digital billboards that identified real planes flying overhead, displaying flight information in real-time. This campaign was highly memorable and interactive, blending digital technology with a traditional OOH format. Case studies (1) Pepsi Max: Unbelievable Bus Shelter\ In this campaign, Pepsi Max used augmented reality at a London bus shelter to create an \"unbelievable\" experience for waiting commuters. People waiting saw unexpected events, like alien invasions or tigers walking on the street, on a digital screen that replaced the glass of the shelter. This campaign generated significant social media buzz and engaged a live audience in a novel way, creating a memorable OOH experience. https://www.youtube.com/watch?v=GB\_qT6rAPyY Case Studies (2) McDonald\'s Sundial Billboard\ McDonald\'s created a unique billboard in Chicago, utilizing the sun's position to form the shape of various McDonald\'s menu items over the course of the day. As the sun moved, shadows formed coffee cups, burgers, and fries at meal-appropriate times. This ad won several awards and highlighted how creativity in OOH advertising could integrate with environmental factors for a memorable impression. https://www.youtube.com/watch?v=jGwArN-cQxk Case Study (3) L\'Oréal\'s AR Beauty Experience in New York Subway\ L\'Oréal ran an interactive OOH ad campaign that allowed commuters to \"try on\" different beauty looks using augmented reality at digital subway displays. The campaign provided a virtual mirror experience, allowing people to test and select cosmetics digitally, then connect directly to purchase options. This campaign not only raised awareness but also drove direct engagement and sales, showcasing how technology can enhance OOH advertising. https://www.youtube.com/watch?v=MNKnA1KDYMA In Sum: Out-of-home advertising continues to evolve, integrating traditional methods with digital innovations. Scholars and industry experts highlight OOH's ability to capture attention with high visibility and repeated exposure, making it ideal for brand awareness. Its success lies in creative, memorable, and sometimes interactive executions that leverage the context and environment of audiences in public spaces. Mobile Media Marketing Dr. Mckouar Definition of Mobile Media Marketing Mobile marketing is defined by the Mobile Marketing Association (MMA) as a set of practices enabling organizations to communicate and engage with audiences interactively and relevantly through any mobile device or network. It includes activities like advertising, customer relations management (CRM), loyalty programs, and real-time promotions. Mobile marketing leverages mobile devices to deliver targeted, interactive, and personalized promotional content to consumers. Key Features and Benefits Interactivity: Mobile marketing has evolved from a one-way brand-to-consumer communication to an interactive and engaging experience. Flexibility: It allows diverse methods such as text messaging, apps, video, and location-based advertising enabling marketers to tailor campaigns to specific objectives and audiences. Targetability: Utilizing location-based services and user data, mobile marketing allows for highly targeted campaigns, delivering relevant content to consumers based on their preferences and behaviors. Real-time Interaction: Mobile platforms facilitate real-time promotions and communications, enabling brands to engage consumers at optimal moments, such as near points of purchase. Advertising Types Mobile Web Banners and Text Links: These are clickable banners or links displayed on mobile websites or within apps, directing users to promotional content or product pages. SMS and MMS: Short Message Service (SMS) and Multimedia Messaging Service (MMS) allow brands to send text or multimedia messages directly to consumers\' mobile devices, often used for alerts, promotions, or personalized messages. Mobile Video Ads: Rich media advertisements that engage users through visual and auditory content, often integrated into mobile apps or websites. QR Codes: Quick Response (QR) codes can be scanned by mobile devices to access information, promotions, or product details, bridging offline and online marketing efforts. Augmented Reality (AR): AR overlays digital content onto the real world through mobile devices, providing immersive experiences that can enhance product visualization and engagement. Mobile Applications and In-App Ads: Branded apps offer utility or entertainment, while in-app ads reach users within third-party apps, providing targeted advertising opportunities. Location-Based Advertising: Utilizes GPS and other location data to deliver ads relevant to the user\'s current location, enhancing relevance and effectiveness. Examples of Successful Campaigns L\'Oréal\'s Make-Up Genius App: Virtual makeup try-ons led to 260 million product trials and boosted sales through personalized user engagement. Shopkick App: Reminds users of saved products when they enter a store. Pros and Cons of Mobile Marketing Pros High engagement rates. Cost-effectiveness compared to traditional media. Enhanced consumer loyalty through personalized offers. Ability to track and measure campaign success. Cons Perceived intrusiveness by some consumers. Limited message length and simplicity required. Variability in mobile device capabilities affecting user experience. Strategic importance Mobile marketing integrates seamlessly into an Integrated Marketing Communications (IMC) strategy by enhancing reach, engagement, and consumer focus. Examples include using location-based tools for real-time promotions and leveraging social media for \"SoLoMo\" (Social-Local-Mobile) campaigns. Design Considerations Mobile sites must prioritize usability, speed, and simplicity. Content should be tailored for small screens and designed for quick user navigation. Usability: Mobile sites and apps must prioritize user-friendly interfaces, ensuring ease of navigation and interaction. Speed: Fast loading times are crucial, as delays can lead to user frustration and abandonment. Simplicity: Content should be concise and tailored for small screens, focusing on essential information and clear calls to action.