Lecture 5 2 dim campaign (cont of 5 1 ) bibm

DIM campaign (cont. of Lecture 5.1.)

Digital (Interactive) Marketing (Lecture 5.2) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu

https://dimbsbu.wordpress.com

Learning Outcomes for week 5 • Understand what a DIM campaign planning covers; • Explore differences between traditional and digital marketing communications; • Emphasise success factors of the DIM campaign; • Investigate further research - campaign insights mechanisms; • Learn more about segmentation and targeting; • 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.

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)

T - Tactics

Pull/inbou nd

Not cheap, quick and easy

Micro-level measurement

Trialogue

Key characteristics of DIM tools

Integration

Intermediaries

Masscustomisation and personalisation

Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p.434

T - Tactics

Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p.452

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 CODAR framework (Jenkinson 2003)

T - Tactics DVP / OVP

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

A – actions

Scheduling campaign

• Continuous schedule • Bursting/Flighting schedule • Pulsing schedule

A – actions

Affordabl e

Budgeting

Objectiv e and task

Methods

Comparative parity

Percentageof-sales

A – actions Budgeting

Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p.460

A – actions Budgeting

Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p.460

A – actions Budgeting - template

Source:SmartInsights

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

IMC in Practice

IMC in Practice – short-term campaign