Dl part-2

DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE

Digital marketing: Implementation and practice

Campaign planning for digital media Main topics • Communications review • Campaign planning • Goal setting • Targeting and positioning

• Reading Chapter 8

Planning Digital Marketing Campaigns

Elements in the traditional communication process

SENDER RECEIVEREncoding Decoding

Noise

ResponseFeedback

Media

Message

The communication model of Schramm (1955) applied to the internet

Message Source

Opinion formers

Opinion leaders

TA nTA1

The Influencer Model of Communication

The Interactional model of communication

TA2

TA3

TA1

Electronic sources

Personal sources

Mass Media

TA4

Opinion leaders

Opinion formers

TA = Target Audience

One-to -many and one-to-one communications

Step1: Goal setting Terminology for measuring digital campaigns

Measures used for setting campaign objectives

Step1: Goal setting Terminology for measuring digital campaigns

Measures used for setting campaign objectives

Traffic volume is measured by click throughs/ visits or unique visitors.

Unique visitors is best as this is creating opportunities to interact with individuals

We can then translate this into measure of Reach which gives a % of online audience share

Step1: Goal setting

Quality - Conversion rates • Traffic volumes give no insight

into engagement. • Conversion rates give insights

into the quality of the interaction shows where visitors come form

• Conversion rates can be at the visit level or the unique visitor.

• Bounce rate is related to conversion rates (rate/number of visitors who only go to the landing page and then leave)

Step1: Goal setting Cost of customer acquisition – cost per click /cost per thousand

Example: £2 CPC (500 clicks delivered from Google Ads costing £1000)

Cost per acquisition: • of a visitor • of a lead • of a sale

Step1: Goal setting Return on Investment (ROI) is used to measure profitability of the specific marketing activity

Branding measures: offline measures – brand awareness, brand recalls, brand selection purchase intent

Life time value based on ROI: Incudes various measures: acquisition costs; retention rates, etc during the life time of the customer.

An example of the effectiveness measures for an online ad campaign

Campaign response mechanism Online response mechanism

Range of response mechanisms for online media

Step 2 Campaign insight Research to gain customer insight for digital marketing campaigns

• Site audience – reach and composition

• Online buying behaviour • Customer media

consumption • Customer search behaviour • Competitor campaign activity • Competitor performance

Step 3 Segmentation and targeting Targeting variable Examples of online targeting

Relationship with company New contacts, existing customers, lapsed customers

Demographic segmentation B2C, age, gender social group, geographic location

Psychographic of attitudinal segmentation

Attitudes to risk and value when buying

Value Assessment of current or historical value and future value

Lifecycle stage Position in lifecycle

Behaviour Search term entered into search engine

Step 4 Offer message development and creative Content marketing

The Content Distribution Matrixhttps://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing- matrix-new-infographic/

Set 5 Budgeting and selecting the digital media mix Level of investment Selecting the right mix of digital media Level of investment in digital assets

Examples of different referrers contributing to a sale for a car rental company

Examples of different referrers to a social media campaign

Examples of the referring mix for online campaign

Step 6 Integration into overall media schedule or plan Key activities: • Branding and messaging • Varying the offer • Frequency and interval of communications • Sequencing of communications • Optimising timing

Integration of different communication tools through time

Performance measurement for digital channels

Key considerations: • Creating a performance measurement system • Defining the performance metrics framework • Tools and techniques for collecting insights, running

processes and results

A summary of the performance measurement process

The five diagnostic categories for digital marketing measurement

Content management process A process of continuous improvement in online marketing, which involves: • Write • Review • Correct • Publish • Test • Publish

A web review document and update process

www.virginatlantic.com

https://www.marketingweek.com/2018/03/26/virgin-atlantic- expands-in-house-creative-team-in-marketing- effectiveness-drive/

Levels of investments in digital assets

Spreadsheet template for digital campaign budgeting

Conversion marketing approach to objective setting

Recommendations of the mix investments in digital media for direct and brand response campaigns