DIM campaign Digital (Interactive) Marketing (Lecture 4.1) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu
https://dimbsbu.wordpress.com
GROUPs 4, 6, 9, 15, 16, 17, 19, 20
Learning Outcomes for week 4 • Understand what a DIM campaign planning covers; • Coursework – where to START? • Explore differences between traditional and digital marketing communications; • Emphasise success factors of the DIM campaign; • Learn more about segmentation and targeting – digital consumer and typologies; • 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.
DIM Campaign ?
Source: http://www.entrepreneur.com/encyclopedia/marketing-campaign
DIM Campaign ? Communication - focused Short-term (max 12 months) linked to a particular Goal / objective (i.e. launching new product, promoting an event, a sale)
but Continuous and Dynamic
Case: Comic Relief
Where to START? S – Campaign insights • Briefing from the client (i.e. assignment brief, briefing Lecture 1.2.) • Communication with a client • Independent research – market insights
S – Campaign insights Customer insights
• Segment characteristics • Level of awareness, perceptions and attitudes towards the organisation or brand
Business insights
• Corporate strategy and marketing plan (previous, existing) • Brand/organisation analysis – SWOT • Competition analysis (Mintel reports)
Internal insights
• • • •
External insights
• Key stakeholders • PESTEL
Financial constraints Organisation identity, culture, beliefs Marketing expertise Hired agency suitability
Customer insights! – Segmentation and Targeting In digital: • Customer media consumption • Customer search behavior • Website audience • Communities!!!!!
The New Consumer A feeling of power
• choice, brand proliferation, intense competition, and information overload
Sophisticated purchasing behaviour
• smart, educated, tech-savvy, demanding, and active consumers
Expect to be delighted
• merely satisfying the customer is not enough
Searching for new values
• stimulation, engagement, pleasure, change, innovation, and surprise
Lambin & Schuiling 2012, MarketDriven Management, p. 75
The New Consumer
Lambin & Schuiling 2012, MarketDriven Management, p. 75
Ethical Consumption
Mintel 2015
When the Path to Purchase Becomes the Path to Purpose
The New Consumer
BBMG 2010
Prosumers and Prosumption
Various Forms of Co-creation
Payne, Storbacka & Frow 2008, p.84
Co-creation and customisation
Emotional Engagement
New Consumers
O – Campaign goals/objectives • Annual (i.e. achieving new website visitors continuous) • Campaign specific (i.e. support product launch through online advertising – short-term) • SMART (key are S (target audience) and M (having measurable outcomes / KPIs , see lecture 3.1.)
In digital consumers are heterogeneous group
Examples of ‘everyday’ classifications systems • Types of date: hotties versus mingers • Types of drunk: happy, slappy, sicky, huggy, sleepy • Types of going out: in, out and out out • Types of clothes: night, casual, work, fancy, club e s e h t l l ey t ca h h t g e i r e m wh We r o , s e Notice that the mi o n o x a y are le, T p o e p l’ f a o e arbitrary and r e ‘ p y h t ug o are h t l a ( at s t e e i s susceptible to o g p o u l t ge verlap typo t h g i ts m s i t n eir e h i t f sc o e us e s o o l so is hies, rc ra h ie t h e c u d ro p o ls a They could s) 25otties m r h f o e s e t p ty t n re there could be diffe be ld u o c s ie tt o H . rs e g in and m ve r le c , s ie tt o h y n n fu , s ie handsome hott hotties, etc. Based on M. Molesworth ©
We do classification / typology development in marketing / digital marketing • All sorts of types of consumers • Types of products • Types of retailer • Types of markets • Types of advertising (and advertising agency) of s • Types of strategy e p y t t abou k n i e r) h s t u o e t r e o f v re ha e e h t w e b w y o r a e m d r So n d o n e a l ( ge ea b a g s a u n t a e m n se o Inter p m i n a eb c w e e w h t t f a eo r so th u t a n c i aot h c e h t on 26
When considering typology of Digital Consumer Text Graphics We want to know Email what people do with on social media / in Forum digital marketplace Blog Tweets Game Consumer opin ion sites Searchable data base Customisation/ personalisation
Note: Our interest is in uses not functions or content
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n a c e w f i t a h t s i a e d i e h T f o s e s u e l b i s s o p l l a y f i class o t k r o w n e h t n a c e w b the we f o ’ s d e e n ‘ e h t t a h t e r u ens d e s s e r d d a e r a s r e s u t n differe 28
OK, so let’s think about why people engage with Digital
Our first set of classifications might be ‘think, feel, and do’. 29
Why we login to Social Media? • • • • •
Games? Candy crush? Information? Entertainment? Conversation?
Why we login to Social Media? • Social and affection • Need to vent negative feelings (expressing negative feelings) • Recognition (by others) • Entertainment • Cognitive needs
Common impulses Affinity Impulse: • Express an affinity • Liking/relationship with other individuals and reference groups • Social function
Source: Sung et al., 2010
Personal utility impulse • What’s in for me? • Information seeking • Incentive seeking • Entertainment seeking • Convenience seeking
Source: Sung et al., 2010
Contact comfort and immediacy impulse: • Psychological closeness to others • Do you feel lost without your phone? • Do you feel anxious if you haven’t checked Facebook recently? • When you message someone, do you keep checking response? • You need contact comfort!
Source: Tuten & Solomon, 2014
Altruistic Impulse
• A way of doing something good (Slacktivist behaviour) • Easier to contribute a form of cash donation/or a service to the community
Curiosity Impulse • Feel a curiosity about others • Satisfy our curiosity with following people • What is Justin Bieber doing today? His ups-downs life?
Validation Impulse Feeding one’s own ego Ego-defensive function Eg. Selfies, checking likes for your photos, promoting perfect life
Accidental narcissism
Social Media users Typology • • • • • •
Which activities consumers participate? What role does social media play in consumers lives? What function social media has for them? Why people create the content? Share internet bookmarks with each other? Build a content resources like Wikipedia ?
Social Technographics profile
O – Campaign goals/objectives
Types
O – Campaign goals/objectives
Key measures
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p.440
O – Campaign goals/objectives
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p.446
Response mechanisms