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Topic 8: Campaign planning for digital media - Coggle Diagram
Topic 8:
Campaign planning for digital media
Characteristics of digital media
From push to pull
Interactive dialogues
From one-to-many to one-to-some and one-to-tone
From one-to-many to many-to-many communications
From lean-back to lean-forward
Medium changes, advertising standards
Increase in communications
Integration
Timing of campaign
Goal setting
Types of goals in marketing communication plan
Audience or traffic building goals
Conversion or interaction goals
Third-party site reach and branding goals
Multichannel marketing goals
Longer-term brand engagement goals
Campaign insight
Examples of customer insights
Site audience reach and composition
Online buying behaviour and preferences
Customer media consumption
Customer search behavior
Competitor campaign activity
Segmentation and targeting
Targeting variables
Relationship with company
Demographic segmentation
Psychographic of attitudinal segmentation
Value
Lifecycle stage
Behaviour
Offer, message development and creative
5 stages of information processing:
Exposure
Attention
Comprehension and perception
Yielding and acceptance
Retention
Marketing communication should contain 5 elements of CODAR:
idea forming
relationship building
Sales activation
help
Product experience
Content marketing
main of digital marketing for all types of brands
e.g: search, social media, conversion rate and email marketing content that helps brand increase their visibility and engage its audience also drives leads and sales
Budgeting
Level of investment
Selecting the right mix of digital media
quality
time
flexibility
coverage
cost
Level of investment in digital assets
Integration into media schedule
Integrated marketing communications: coordination of communications channel to deliver a clear, consistent message to achieve marketing goals
5 key activities to achieve the goals when creating campaign
brand and messaging
varying the offer
optimising timing
frequency and interval of communication
sequencing of communications
