Internet

Marketing-2
Digital campaigns, mechanics
and measurement

Subhankar Das, Ph.D.

 Aim
• To learn how digital
branding campaigns are
structured, planned,
operated and measured

After completing this chapter, you should be able to:

• Explain the structure and aspects of a digital
campaign
• Describe a digital campaign’s business objective
setting, challenges and outcomes
• Describe the different types of media channels,
creative formats and measurement tactics
• Assess campaign optimization and evaluation
Subhankar Das, Ph.D. 6/21/23 2
 a. A digital campaign is one or a series of
communication, created after a process involving
Digital objective defining, researching and defining user
personas.
Campaign b. As leading market leaders realize the changing
consumption habits of the online consumer, and the
role online channels and platforms play in their lives,
there has been a shift of budgets from traditional to
digital and digital campaigns go through well thought
strategy.
c. Today’s consumers are empowered and make their
own choices, hence brands have to envision digital
campaigns in a more 360 degree manner.

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 Market research:

Aspects of This covers studying the market dynamics, competitive

players, their unique selling points and other fundamentals

a digital
on audience and their behavioral traits.

campaign Marketing strategy:

Marketing strategy is about having a clear vision of all the
components of the marketing mix and be able to define a
clear roadmap and approach towards achieving the
outlined objectives.

Marketing implementation:
This is about implementing the strategy and ensuring that
it works aligned to the chosen path.

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 Digital campaign - planning
and implementation
• Marketers need to consider the following steps when
planning and implementing digital campaigns:
1. Scanning the environment
• This covers evaluating, scanning and assessing the market
dynamics.
• This scanning includes studying:
• the market environment
• the category that the brand operates in
• the competition
• the consumers

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 Digital campaign - planning
and implementation
2. Setting of business goals
• This involves defining the objectives for the planned
campaign. Some of the objectives a digital campaign could
fulfill are below:
• Increase in brand awareness
• Increase in sales
• Reduction in cost to acquire new customers
• Increase in loyalty
• Increase in customer engagement
• Reduction in churn
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 Digital campaign - planning
and implementation
3. Setting of digital communication goals
• Once the business goals are defined, the role of the digital
campaign is put down. These could be:
• more visitors to the website
• more clicks to the buy page
• more users converting from the product page to the
transaction page
• lesser attrition from the shopping page
• and possibly achieving a bigger cart size

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 Digital campaign - planning
and implementation
4. Defining KPIs
• This is the stage when KPIs (Key Performance Indicators) are defined.
• For instance, to “reduce attrition of shopping cart (meaning users who
filled their shopping cart abandoned it just before paying)”, the digital
KPI could be - “the ratio of users reaching the buy page to the users
who completed the payment check out”. So the campaign planning
team can then set a target number to this KPI, which then becomes the
number to chase through the life cycle of this digital campaign.
5. Defining campaign strategy and tactics
• This is about devising the strategy to achieve the set target. It is
important to study the audience and their expectations. Different
consumer segments are created here in the form of ‘personas’.

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 Digital campaign - planning
and implementation
• 6. Determining business value
• For each persona, a clear value proposition is created for
the business.
• It will answer important questions like:
• How does the brand’s offer relate to the consumers?
• What is in it for them?
• Why should they buy and repeatedly so?

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 Digital campaign - planning
and implementation
• 7. Shortlisting digital channels
• This step incudes the shortlisting of digital channels basis the
research of the target group, their online characteristics, the
channels they choose, the activities they do on these channels
and their geo-graphical / location needs.
• 8. Shortlisting ad formats
• Here different ad formats are shortlisted, including the other
forms of media, specifically the earned and owned media.
Earned media comprises of all the earnings that social media
conversations earn back for a brand. Owned media includes the
brand’s own channels - social media pages, the website, its own
app etc. Paid Media is the media that’s bought by paying a
publisher. These could be any external site or social networks.

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 • 1. Setting realistic goals
• Goals have to be realistic and achievable.
• 2. Determining human truths and consumer insights
• Understanding consumer insights and the underlying human truths are a part
of every campaign and a deeper understanding of the target audience’s
behavior, motivations and drivers is critical.
• 3. Ensuring reach
Challenges • Its important to ensue the campaign reaches its desired audience and its not
limited or restricted.
while • 4. Creating a single minded proposition

planning • Any brand communication will have a core communication thought which
leads to the single minded proposition that the campaign is based on.

digital • 5. Budget and channel planning

• Allocating the budget appropriately and rationally is very important with
campaigns multiple options of channels and formats to choose from.
• 6. Integration into the over-arching media plan
• The digital campaign has to be a part of the over-arching communication and
not exist in a silo.

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 Generating value
• Effective campaign delivery - (Facts to
consider):
• Real Users v/s Bots: Who is receiving the
communication
• Viewability: Covers the visible of the
project
• Audience: Reaching the right target
audience with minimal spillage
• Human GRP: A human GRP (Gross Rating
Point) ensures digital is cross-media and
comparable with the measurement
methods of TV and other media.
Subhankar Das, Ph.D.
Generating value from the Return of
Investment (ROI) - Facts to consider:
This covers the results of the campaign
and covers the following points:
Branding Impact: Measurement of the
consumers recall of the brand and
increase of their awareness levels.
Sales Impact: Measurement related to
consumers buying intent.
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 Digital campaign - ad forms, earned, owned media
• 1. SEO : SEO is short form of Search Engine Optimization, which means optimizing a web page, so it ranks higher in search
engines when users search for those key words.
• Certain changes are needed on the website for it to be done.
• Brands also buy certain keywords to direct the users’ (who are searching for the key word) to reach the desired destination.
• 2. PPC: Pay per Click (PPC) or Cost per Click (CPC), an advertising format to direct the incoming traffic to the desired brand
destination.
• Here a brand that wants to advertise (called the advertiser) pays a publisher only when the brand’s ad is clicked by the user.
• When the digital campaign fulfills the chosen number (of desired ‘clicks’), the campaign is considered over, and the advertiser
pays the publisher the amount agreed in the beginning as per the CPC rate.
• 3. Blogging: Blogging is a phenomenon used by several brands to reach out to a niche audience. A blog has its owner’s
thoughts or opinions published in a chronological order.
• Brands use a blog to articulate their thoughts and publish valuable content at regular intervals to their audience
communicating about them and building bonds with them.
• 4. Social media: Social media includes social networking websites and various applications that help brands and users to
create and distribute content to their network – consumers, friends and fans.
• Social media advertising is like any paid campaign and can be included in the planning of any digital campaign. Different
social media channels work in their own unique ways and help brands execute campaigns for different objectives.

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 Digital campaign - ad forms, earned, owned media

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 Campaign mechanics, tracking and measurement
• The media market is going complex with multiple digital campaigns,
channels and markets. So are their measurement techniques.
• There have been recent advancements in digital ad measurement methods
and click-fraud detecting software.
• The following are the measurement metrics of popular ad formats

• Performance of key words: Key words that are leading to the results
• Traffic from natural (organic) search: Determine the share of search traffic.

SEO • Branded vs non branded search traffic: The kind of traffic

• Search terms driving traffic: Finding the most efficient search term
• Conversion rates from natural (organic) search: Key words performance basis
conversions

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 Campaign mechanics, tracking and measurement
• Click-through Rate (CTR)
• Cost per Click (CPC)

PPC • Conversion Rate (CR): Rate of conversion of a website visitor to a registration

or a lead
• Cost per Acquisition (CPA): Cost to acquire a new customer
• Return on Ad Spend (ROAS): The effective returns on the advertising spend

• Blog’s own traffic numbers

• Sources of traffic
• Views on individual posts
Blog • Visitor-to-leads conversion rate
• Click thru rate
• Leads generated
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 Campaign mechanics, tracking and measurement
• Engagement: users interacting with the published content
• Referrals: word of mouth and sharing of the brand information
• Share of Voice: share of the conversation related to the brand to the overall category
conversation
Social • Sentiment: positive, negative, neutral sentiment share
Media • Growth and reach: the reach of the brand message, likes, fans and followers
• Brand perception: reputation of the brand
• Conversion rate: the amount of conversions and leads the social media campaign is
generating

Display • Impressions
Ad • Click thru rate

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Campaign learnings, assessment, optimisation
and future planning
Every consumer interaction is measurable with digital.
Analytics teams look at some of the below parameters:
• Change in website traffic
• Change in time spent on the site
• Change in engagement and
• Revenue realized
Results of online campaigns are measure in real-time
Campaign optimization in simple terms means campaign fine-tuning
It can be done in many ways, like below:
• Optimizing the ads to maximize returns
• Personalizing the ads to the individual recipient
• Targeting the ads to suit the audience’s requirements
• Contextualizing the ads to suit the content context

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QUIZ
1) Defining KPI’s for display campaigns is important because _______
a) It helps measure cart abandonments
b) It helps optimize campaigns
c) It helps manage costs
d) It helps focus on the business performance

2) Which one of the below is of least importance while devising a digital

campaign?
a) The campaign’s single-minded proposition
b) Integrating the campaign into the core brand idea
c) Consumer insights
d) Employee engagement
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QUIZ

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QUIZ

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QUIZ

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QUIZ

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 ACTIVITY

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 ACTIVITY - 2
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 Summary
ü A Digital campaign covers steps like analysis of the environment, business goal setting, digital
goal setting, KPI’s, strategy, business value determination, channel strategy and ad format
selection
ü There are several challenges of a digital campaign starting from setting realistic goals,
understanding consumer insights and building the campaign further
ü Generating business value from a campaign covers – effective campaign delivery and ROI
ü Digital ad measurement techniques have made significant progress, focusing on measuring
aspects like website traffic, time spent, engagement and revenue
ü Several Ad formats like SEO, PPC, Blogging, Social Media, Display Ad Formats are used
in various forms to run digital campaigns
ü Organisations need to be aware of legal risks and take efforts to protect their trademark
and copyrights while creating digital and social media campaigns

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 Thank you
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