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
Other GROUPs Team names and Team Lead names
Teams 1, 3 ad 11
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: Alibaba’s “To the greatness of small”
Coverage: 5 major global markets, linked to sponsorship (11th year); Channels: multi-platform (billboards in South Korea, social media ads in the US, UK and Japan, and TV ads and billboards in China. Main message: supporting small businesses and entrepreneurs in an increasingly competitive global marketplace Duration: 9 Feb 2018 – 25 Feb 2018 + few more days to launce: 4 weeks in total, part of annual campaign
Case: Jigsaw’s “Love immigration”
Coverage: UK Channels: a full takeover of Oxford Circus tube station in London and The Times website, as well as print, social and digital activity, partnership with Ancestory.co.uk for staff genealogy tests Main message: social consciousness and diversity of the fashion industry (45 nationalities working for Jigsaw) Duration: 3 months (one bold campaign per year) Campaign serves strategic goal of finding a social purpose set in 2014 as part of the ‘Style and Truth’ strategic vision
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 A need for dialogue
• • •
Desire and ability to ‘voice’ Online reviews, social media, etc. Consumerist movements (e.g. Which?)
A search for rewarding experiences
• Moving from “conspicuous consumption” to “calculated consumption” • Back to basics • More interested in experiences (experiential consumption) rather than possessions
Ethical consumption
• Fair and ethical consumption • Green and sustainable products
Lambin & Schuiling 2012, MarketDriven Management, p. 75
Which? Sign petitions Product Reviews Blogs
Rewarding Experiences
Ethical Consumption Food miles Natural ingredients Animal welfare Human rights Sustainable food
Mintel 2015
When the Path to Purchase Becomes the Path to Purpose “Consumers choose the brands that engage them on their passions and interests 42% more often than they do those that simply urge them to buy the product being advertised.� (Think with Google) https://www.thinkwithgoogle.com/articles/the-path-to-purpose.html
The New Consumer Total value Create own solutions What’s in it for “we” Meaningful experiences Savvy
Co-creators
BBMG 2010
Prosumers and Prosumption Consumers are productive agents (collaborative partners) in the process of brand value creation (Bertilsson & Cassinger, 2011, p. 412). • consumers are seen as resources with intangible specialised skills, competences and knowledge that firms may benefit from in the value creation process (Lusch et al. 2007).
Prosumer and prosumption • the line between production and consumption is blurred • from passive audience to active players • consumers co-innovate and co-produce on their own terms, in their own networks and for their own ends (Lambin & Schuiling 2012, p.94).
Various Forms of Co-creation Emotional engagement
• advertising and promotional activities, social media, etc. • Cadbury Silk – What is first love?
Self-service
• •
Experience
• - customer is part of this context • Project livewire Harley Davidson
Self-selection Co-design Payne, Storbacka & Frow 2008, p.84
transfer of labour to the customer (e.g., IKEA - flat pack assembly).
• using the supplier’s prescribed processes to solve a particular problem • (e.g., interactive voice and keyboard response systems for customers to call centres).
• Co-designing products and services
Co-creation and customisation
Emotional Engagement Cadbury asked fans to follow the brand on Twitter and tweet what their idea of first love is along with the hashtag #FirstLoveIs. The best meanings of first love were drawn into cute little doodles, as you see below. The doodles also display the Twitter handle of the winner.
New Consumers The Chameleon Consumer • constantly changing • shops online but demands the human touch • insists on individualized service but communicates in packs • hard to read and even harder to please.
In digital consumers are heterogeneous group
We do classification / typology development in marketing / digital marketing • All sorts of types of consumers • Types of products • Types of retailers • Types of markets • Types of advertising (and advertising agency) of s e • Types of strategy p y t t abou k n r) i e h s t u o e t r e o ref hav e e h t w e b w y o ma d er r So n d o n e a l ( b e a age usag n t a e n m r e e t s In po m i n a eb c w e e w h t t f a eo r so th u t a n c aoti h c e h t on ing l i f o r p with p l e h & 25
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 even content
26
OK, so let’s think about why people engage with Digital Why we login to Social Media? • • • • •
Games? Candy crush? Information? Entertainment? Conversation? 27
Why we login to Social Media? • Social and affection • Need to voice negative feelings (expressing negative feelings) • Recognition (by others) • Entertainment • Cognitive needs
Common impulses Affinity Impulse: • Express an empathy • Liking/relationship with other individuals and reference groups • Social function
Source: Sung et al., 2010
Common impulses (cont) Personal utility impulse • What’s in it for me? • Information seeking • Incentive seeking • Entertainment seeking • Convenience seeking
Source: Sung et al., 2010
Common impulses (cont) 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
Common impulses (cont)
Altruistic Impulse
• A way of doing something good (Slacktivist behaviour) • Easier to contribute a form of cash donation/or a service to the community
Common impulses (cont) Curiosity Impulse • Feel a curiosity about others • Satisfy our curiosity with following people • What is Justin Bieber doing today?
Common impulses (cont) 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
Think! What social media typologies are applicable to marketing professionals you are targeting for Assignment campaing?
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 3.2.)
Are these annual (continuous) or specific campaigns? Alibaba’s “To the greatness of small”
Jigsaw’s “Love immigration”
Main objective? Main objective?
O – Campaign goals/objectives Traffic-building goals
Conversion or interaction goals
Multichannel marketing goals
Types
Branding goals
Longer-term brand engagement goals
What are types of objectives for these campaigns? Alibaba’s “To the greatness of small”
Traffic-building goals
Jigsaw’s “Love immigration”
Conversion or interaction goals
Multichannel marketing goals
Branding goals
Longer-term brand engagement goals
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
Microsite benefits: 1. more likely to attract ‘untouched’ or unknown audiences; 2. give people a focused path to your campaign’s CTA; 3. allow you to get creative; 4. can create a WHOLE LOT of brand buzz; 5. let you collect precise data around your consumers; 6. allow for personalized remarketing; 7. allow for easy, instant optimization.
Example: House of Cards
https://www.fu2016.com
Is mailmen.co.uk a microsite?
Tip for the Exam • Review Chapter 2 (Tuten and Solomon, 3rd ed., 2018), in particular the Social Technographics score • + Compare and contrast the resultant four types of social media users.