MM 302 -Digital & Social

Media Marketing

Lec
ture
: 10
COMMUNICATION AND
CHANNEL MIX PHASE
DIGITAL MEDIA - TYPES
 DIGITAL MEDIA PLANNING

Digital media planning entails the development and

execution of online ad campaigns and involves
channels such as social, search, display and mobile.
DIGITAL MEDIA PLANNING - CORE ELEMENTS
 Designing The Communication Mix

Aims at designing the specific message to be targeted

to chosen audience, the format and manner in which

the marketer would want to receive it.
Benefits of combining technology & communication

 Knowledge of customer preferences

 Communication on preferred channels
 Personalisation based on prior brand interactions
 Promotions based on real-time funnel activity
 Converting from mailing list to a prospect
 Encouraging the prospect to become a lead
 Converting from lead to purchase
 Retargeting to customers who did not buy
 Elements of Marketing Communication

What elements the company wants it customers to remember & How it

would create the brand image

DRIP MODEL – Chris Fill

 Differentiate : from competitors
 Reinforce : reminding people of their interactions with the brand and
providing reassurance that the brand works better than any other
 Inform : making potential customers aware of the offerings
 Persuade : enticing the customers to buy
Steps to Creating Marketing Communications Strategy
Researching perceptions to present communication efforts

Setting the overall communication/positioning objectives : awareness, trial and repeat

purchase, after image, frequency and variety of use, promotional incentives

Identifying target audiences

Detailed primary and secondary communication channels

Developing the communication message/creative plan for each channel

Executing the communication strategy : 1) above the media line,

2) below the line media & 3) through the line media

Evaluate and refine communication strategy on an ongoing basis

Criteria for Judging communication strategy (4C criteria)

 Cost : comparison of campaign costs & wastage involved

 Clout : campaign’s reach quality (the no. Of people it can
impact)
 Credibility : trust factor in terms of content and medium
 Control : control marketers have to target and ability to
adjust messages to suit individuals