Chapter 8 Campaign planning for digital media

Learning objectives Assess the difference in communications characteristics between digital and traditional media Identify the main success factors in managing a digital campaign Understand the importance of integrating online and offline communications Relate promotion techniques to methods of measuring site effectiveness

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?

Characteristics of interactive marketing communications From push to pull From monologue to dialogue From one to-many to one-to-some and one-to-one From one-to-many to many-to-many From lean-back to lean-forward Changes in nature of marketing communications Increase in communications intermediaries Integration

Figure 8.1 The VW Passat: Midlife Crisis Retreat campaign

Figure 8.2 IKEA Malmö store: opening campaign example

Figure 8.3 Threadless (www.threadless.com)

Figure 8.4 The differences between one-to-many and one-to-one communication using the Internet [organisation (O) communicating a message (M) to customers (C)]

Figure 8.5 The communications model of Schramm (1955) applied to the Internet

Table 8.1 Summary of differences in characteristics of traditional media and digital media (note that rows 10–12 are similarities between the two media types)

Table 8.2 Comparison of the properties of different media

Figure 8.6 Summary of the different characteristics of media Source: Millward Brown Qualitative

Figure 8.7 Measures used for setting campaign objectives or assessing campaign success increasing in sophistication from bottom to top

Figure 8.8 An example of effectiveness measures for an online ad campaign

Figure 8.9 Conversion marketing approach to objective setting for web communications

Figure 8.10 Range of response mechanisms from online media

Figure 8.11 Alternative response mechanisms for a business-to-business landing page example

Table 8.3 A range of targeting and segmentation approaches for a digital campaign

Figure 8.12 Example of CODAR framework for integrated communications Source: www.centreforintegratedmarketing.com

Figure 8.13 Options for the online vs offline communications mix: (a) online > offline, (b) similar online and offline, (c) offline > online

Figure 8.14 Recommendations of the mix of investment in digital media for direct and brand response campaign Source: Zed Media (www.zedmedia.com)

Figure 8.15 Example of different referrers contributing to a sale for a car rental company

Figure 8.16 Examples of the referring mix for an airline. Source: Lee (2011)

Figure 8.17 Example of the sequence of visits to a site in generating conversions where two or more digital media channels were involved (Codes for channels: D = Display, S = Search, X = Aggregator)

Figure 8.18 Spreadsheet template for digital campaign budgeting Source: www.smartinsights.com/conversion-model-spreadsheet

Figure 8.19 Lynx Effect campaign microsite (www.lynxeffect.com)

Figure 8.20 Integration of different communications tools through time

Integrated marketing communications 1 Coherence Consistency Continuity Complementary

Integrated marketing communications 2 Based on clearly identified marketing communications objectives Full range of target audiences Management of all forms of contact Range of promotional tools Range of media Selection of most effective tools and media

Figure 8.21 The Tourism Ireland Taxi Challenge Source: Tourism Ireland (www.tourismirelandtaxichallenge.com)

Figure 8. 22 Facebook social plug-ins (http:developers. facebook