Digital Marketing

Strategy, Implementation and Practice

Eighth Edition

Part 3
Digital marketing:
Implementation and practice

Chapter 8
Campaign planning for
digital media

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 Chapter 8 - Campaign planning for
digital media
Learning objectives and topics
• Articulate the differences between digital and traditional
media and the implications for planning campaigns
– The characteristics of digital media
• Use forecasting, evaluation and marketing insight to
inform campaigns
– Step 1. Goal setting and tracking for interactive
marketing communications
– Step 2. Campaign insight

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 Chapter 8 Campaign planning for
digital media (Continued)
• Review the options for segmentation and targeting and
campaign engagement provided in different channels
– Step 3. Segmentation and targeting
– Step 4. Big idea, offer, message development and creative
• Consider how to select the most effective digital media
and plan them as part of an integrated campaign
– Step 5. Budgeting and selecting the digital media mix
– Step 6. Integration into overall media schedule or plan

Case study 8. Global Action Plan – campaigning for a better

world

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 The characteristics of digital media
• From push to pull
• Interactive dialogues
• From one-to many to one-to-some and one-to-one
• 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

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Communications differences

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Communications differences (Continued)

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 The communication model of
Schramm (1955) applied to the internet

Source: Schramm (1955)

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Brand-building vs Direct-response
campaigns

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 Step 1 Goal setting

Terminology for measuring digital campaigns

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 Examples of digital campaign goals
1. Audience or traffic-building goals.
– achieve 100,000 unique visitors or 200,000 visitor sessions within one
year;
– deliver 20,000 online sales at an average order value of £50 and a cost
per acquisition of £10;
– achieve 10 per cent ‘share of searches’ within a market.
2. Conversion or interaction goals.
– encourage trial (for example, achieve 10 per cent conversion of new
unique visitors to registration or downloads of a music service such as
Apple Music or Spotify);
– build in-house permission-based list (increase email database by
10,000 during year through data capture activities);
– encourage engagement with content (conversion of 20 per cent of new
unique visitors to product information area);
– persuade customer to purchase (conversion of 5 per cent of unique
new visitors); encourage further purchases (conversion of 30 per cent
of first-time buyers to repeat purchasers withinEducation
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Example of campaign measurement

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Example conversion marketing model

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 Campaign response mechanism

Online response mechanism

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 Landing page example

Source: MMC Learning (mmclearning.com)

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 Step 2 Campaign insight
Customer insight for digital marketing campaigns
• Site audience
• Online buying behaviour
• Customer media consumption
• Customer search behaviour
• Competitor campaign activity
• Competitor performance

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Step 3 Segmentation and targeting

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 Step 4 Big idea, offer, message
development and creative
Campaign big idea elements:
• Concept – An original, relatable idea to engage the audience
• Creative – Distinctive creative such as a strapline, visuals or
hashtag is needed for cut-through.
• Viral element – Shareable via word-of-mouth or social media
amplification.
• Brand alignment – The concept and creative must be on-brand
to fit in with brand perception.
• Brand value messages – In addition to prompting brand
awareness and recall, other brand metrics such as brand
familiarity, favourability and purchase intent may be incorporated.

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 Step 4 Big idea, offer, message
development and creative

Source: Smart Insights (Marketing Intelligence) Ltd

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 Activity – Content marketing
Review a company’s use of different types of content support marketing

Source: Smart Insights (Marketing Intelligence) Ltd

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Step 5 Budgeting and selecting the digital
media mix
• Level of investment
• Selecting the right mix of digital media
• Level of investment in digital assets

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Options for the online vs offline
communications mix

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Recommendations on media budget

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Customer journey to illustrate the
challenge of media attribution

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Examples - the referring mix for an airline

Source: Lee (2010)

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 Levels of investments in digital assets

Source: Smart Insights (Marketing Intelligence) Ltd (www.smartinsights.com/conversion-model-spreadsheets)

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 Step 6 Integration into overall media
schedule or plan
Key activities:
• Branding and messaging
• Varying the offer
• Frequency and interval of
communications
• Sequencing of communications
• Optimising timing

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Example of integration of different
communication tools

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 Case study 8 - Global Action Plan
Campaigning for a better world
Questions
1. Which techniques does GAP use to ensure the
consistency and effectiveness of its campaign
communications?
2. How does GAP encourage change through seeking to
influence different types of stakeholders?
3. Using the example of the Clean Air Day, #Idontbuyit,
Cycle 21 or other campaigns, assess the media mix
used to reach and influence audiences and how their
effectiveness is assessed.

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