Lecture 4.2 DIM campaign (cont of lecture 4.1 )

DIM campaign (cont. of Lecture 4.1.)

Digital (Interactive) Marketing (Lecture 4.2) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu

https://dimbsbu.wordpress.com

Learning Outcomes for week 4 • Understand what a DIM campaign planning covers; • Coursework – where to START? • Explore differences between traditional and digital marketing communications; • Emphasise success factors of the DIM campaign; • Learn more about segmentation and targeting – digital consumer and typologies; • Look at the creative ideas and messages for the the DIM campaign; • Overview of the budgeting, scheduling and selecting the media mix • Stress the importance of the integration in implementing and planning the DIM campaign.

Questions for marketers • How do the characteristics of digital media differ from those of traditional media?

• How should I plan an online marketing campaign?

• How do I choose the best mix of online and offline communications techniques?

Key campaign planning issues •

• • • • •

Goal setting and tracking – which specific goals should be set for online campaigns and how do we measure success? What response mechanisms will be most effective?

Campaign insight – which data about customer and competitor behaviour is available to inform our decision?

Segmentation and targeting – how can we target and reach our different audiences?

Offer and message development – How do we specify our offer and key messages?

Budgeting and selecting the digital media mix – How should we set the budget and invest in different forms of digital media?

Integration into overall media schedule or plan – how should we plan the media schedule which incorporates different waves of online and offline communications?

Case: Alibaba’s “To the greatness of small”

Coverage: 5 major global markets, linked to sponsorship (11th year); Channels: multi-platform (billboards in South Korea, social media ads in the US, UK and Japan, and TV ads and billboards in China.

Main message: supporting small businesses and entrepreneurs in an increasingly competitive global marketplace Duration: 9 Feb 2018 – 25 Feb 2018 + few more days to launce: 4 weeks in total, part of annual campaign Budget - ?

Case: Jigsaw’s “Love immigration”

Coverage: UK Channels: a full takeover of Oxford Circus tube station in London and The Times website, as well as print, social and digital activity, partnership with Ancestory.co.uk for staff genealogy tests Main message: social consciousness and diversity of the fashion industry (45 nationalities working for Jigsaw) Duration: 3 months (one bold campaign per year) Campaign serves strategic goal of finding a social purpose set in 2014 as part of the ‘Style and Truth’ strategic vision Budget - ?

Pull

Push i.e. E-mail marketing, E-vouchers

SStrategy Mixed

i.e. online PR

Profile i.e. SEO, affiliate marketing

against individual objectives i.e.

1. To generate sales via website ‌ - online promotion (Push) 2. To engage with new unique visitors ‌ - new publication on a blog (Pull)

What are types of MC strategy?

Alibaba’s “To the greatness of small”

Jigsaw’s “Love immigration”

T - Tactics

Pull/inbo und

Not cheap, quick and easy

Micro-level measurement

Lean forward

Key characteristics of DIM tools

Trialogue

Masscustomisation and personalisation

Integration Intermediaries

Pull / Inbound Cases

Mass customisation + personalisations

Trialogue

Opening campaign example: IKEA Malmรถ store

Micro-level Management & Many-to-many

Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.426

The communications model of Schramm (1955) applied to the Internet Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.428

T - Tactics Offer, message development & creative

Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.447

T - Tactics

T - Tactics Paid search Natural search E-mail marketing Display ads Social media

MESSAGE

T - Tactics What is the key to message?

T - Tactics DVP / OVP

T - Tactics Creativity – following a hierarchy of effects AIDA (Strong 1925)

T - Tactics Perceptual map (marketing ideas, a creative plot)

T - Tactics

Key focus – content marketing

The Content Marketing Matrix Source: SmartInsights.com (with permission)

What are types of content?

Alibaba’s “To the greatness of small”

Jigsaw’s “Love immigration”

A – actions

Scheduling campaign

• Continuous schedule • Bursting/Flighting schedule • Pulsing schedule

Continuous schedule #BUproud Sept (Inductio n

Oct (Open day)

Nov (Open day)

December (Festive season)

January (UCAS applications)

February – March (Placement)

May – July (Engagement with BU research)

Bursting schedule

Pulsing schedule

Sport Relief

Red Nose Day

Continuous Digital Media Engagement

Burst Drip Pulse a phased schedule approach e.g. Coca-Cola

A – actions

Affordable

Traditional Budgeting Approaches

Objectiv e and task

Methods

Comparative parity

Percentageof-sales

A – actions

Digital Budgeting: Key decisions

• Level of investment in digital media • Mix of investment in digital media channels or ecommerce tools • Level of investment in digital assets

Options for the online vs offline communications mix (a) online > offline, (b) similar online and offline, (c) offline > online

Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.453

A – actions

Recommendations of the mix of investment in digital media for direct and brand response campaign

Budgeting

Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.455

A – actions TAGGING

Budgeting

Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.456

A – actions Last-click method of digital media channel attribution

Budgeting

Digital Media ‘assist’

Digital Media de-duplication Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.457

A – actions

Spreadsheet template for digital campaign budgeting Source: http://blog.davechaffey.com/spreadsheet

Budgeting - template

A – actions Budgeting - template

Source:SmartInsights

A – actions

Level of investment in digital assets

• Banners / skyscrappers; • Email templates; • Video media; • Audio & interactive media

T (tactics) and A (actions) IMC

�‌the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent message".

(Kotler et al. 2001)

T (tactics) and A (actions) IMC

Key characteristics: Coherence

Consistency

Continuity

Complementary

T (tactics) and A (actions)

Integration of different communications tools through time Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.467

IMC in Practice

Other examples B2C • Coca-Cola life • #lidlsurprises • Nike’s Margot vs. Lily • O2’s Be more dog • Little Veggie Shop – Pret-aManger

B2B • Rockwell Automation • Datavail • IBM’s 60 Years in Singapore • GE’s the Message • NewsCred’s High fashion, Great content

Lab 2 Pre-work • Watch documentary (see myBU week 5 teaching week folder) • Read more about content marketing matrix • Learn more about the NewsCred’s High Fashion, Great Content campaign