Dl part-2
Brucele
Digital_Marketing_week5_2022_campaignplanning.pptxDIGITAL 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
3
Elements in the traditional communication process
SENDER
RECEIVER
Encoding
Decoding
Noise
Response
Feedback
Media
Message
The communication model of Schramm (1955) applied to the internet
Message Source
Opinion formers
Opinion leaders
TA
n
TA
1
The Influencer Model of Communication
The Interactional model of communication
TA
2
TA
3
TA
1
Electronic sources
Personal sources
Mass Media
TA
4
Opinion leaders
Opinion formers
TA = Target Audience
7
One-to -many and one-to-one communications
Step1: Goal setting
Terminology for measuring digital campaigns
Measures used for setting campaign objectives
DM Plans develop objectives for varying timescales
e.g. Annual plans may focus on new site visitor numbers qualified leads across the year
Campaign specific plans are likely to focus on specifc gains e.g. product launch using viral marketing.
Specific objective will look at a selected target audience and then measure interactions and engagement with the specific campaign.
There are so many tools for measuring effectiveness of DM campaigns.
Lets look at some of the most popular shown on the 0-6 step ladder
9
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
DM Plans develop objectives for varying timescales
e.g. Annual plans may focus on new site visitor numbers qualified leads across the year
Campaign specific plans are likely to focus on specifc gains e.g. product launch using viral marketing.
Specific objective will look at a selected target audience and then measure interactions and engagement with the specific campaign.
There are so many tools for measuring effectiveness of DM campaigns.
Lets look at some of the most popular shown on the 0-6 step ladder
https://try.alexa.com/marketing-stack/site-comparisons
10
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)
Bounce rate typically between 26 – 75 %
Look at the technical performance
Useability
Misleading descriptions
Technical erros
Poor links for referring sites
11
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
Will need to keep a control over the costs by putting in some limits
12
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.
Will need to keep a control over the costs by putting gin some limits
14
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 |
Relationship – target contacts how to build and develop relationship – sign up for news letter
Keep in mind when setting campaign objectives that targets are those most likely to respond to the DM campaign
18
Step 4 Offer message development and creative
Content marketing
The Content Distribution Matrix
https://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/
Content marketing matrix
Help sDM planners to review content in relation to campaign effectiveness / different types of media
Use this to link to marketing goals
Helps to consider the viability of content
4 quadrants
19
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
strike a balance between online and offline comms techniques assess the costs and benefits
online can provide interactivity personalised content etc.
selecting media requires consideration of quality - attention grabbing/ emotional/information content/credibility and prestigue
Time frames
Flexibility - multi appeal
coverage - exposure reach
20
Examples of different referrers contributing to a sale for a car rental company
Referred to a site from different channels
21
Examples of different referrers to a social media campaign
Common approach to attributing influence of different media is the last click before purchase. Social media example above this shows in this case FB has been the most effective by volume
27
Examples of the referring mix for online campaign
last click analysis need to be carefully considered - airline campaign
28
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
Sequencing – online offline
Keeping interest stimulating engement
29
Levels of investments in digital assets
Spreadsheet template for digital campaign budgeting
Integration of different communication tools through time
A summary of the performance measurement process
32
