DIM campaign (cont. of Lecture 4.1.) Digital (Interactive) Marketing (Lecture 4.2) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu
https://dimbsbu.wordpress.com
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.
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?
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 Budget - ?
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 Budget - ?
Pull
Push i.e. E-mail marketing, E-vouchers
SStrategy Mixed
i.e. online PR
Profile i.e. SEO, affiliate marketing
against individual objectives i.e. 1. To generate sales via website ‌ - online promotion (Push) 2. To engage with new unique visitors ‌ - new publication on a blog (Pull)
What are types of MC strategy? Alibaba’s “To the greatness of small”
Jigsaw’s “Love immigration”
T - Tactics
Pull/inbo und
Not cheap, quick and easy
Micro-level measurement
Lean forward
Key characteristics of DIM tools
Trialogue
Masscustomisation and personalisation
Integration Intermediaries
Pull / Inbound Cases
Mass customisation + personalisations
Trialogue
Opening campaign example: IKEA Malmรถ store
Micro-level Management & Many-to-many
Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.426
The communications model of Schramm (1955) applied to the Internet Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.428
T - Tactics Offer, message development & creative
Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.447
T - Tactics
T - Tactics Paid search Natural search E-mail marketing Display ads Social media
MESSAGE
T - Tactics What is the key to message?
T - Tactics DVP / OVP
T - Tactics Creativity – following a hierarchy of effects AIDA (Strong 1925)
T - Tactics Perceptual map (marketing ideas, a creative plot)
T - Tactics
Key focus – content marketing
The Content Marketing Matrix Source: SmartInsights.com (with permission)
What are types of content? Alibaba’s “To the greatness of small”
Jigsaw’s “Love immigration”
A – actions
Scheduling campaign
• Continuous schedule • Bursting/Flighting schedule • Pulsing schedule
Continuous schedule #BUproud Sept (Inductio n
Oct (Open day)
Nov (Open day)
December (Festive season)
January (UCAS applications)
February – March (Placement)
May – July (Engagement with BU research)
Bursting schedule
Pulsing schedule
Sport Relief
Red Nose Day
Continuous Digital Media Engagement
Burst Drip Pulse a phased schedule approach e.g. Coca-Cola
A – actions
Affordable
Traditional Budgeting Approaches
Objectiv e and task
Methods
Comparative parity
Percentageof-sales
A – actions
Digital Budgeting: Key decisions
• Level of investment in digital media • Mix of investment in digital media channels or ecommerce tools • Level of investment in digital assets
Options for the online vs offline communications mix (a) online > offline, (b) similar online and offline, (c) offline > online
Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.453
A – actions
Recommendations of the mix of investment in digital media for direct and brand response campaign
Budgeting
Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.455
A – actions TAGGING
Budgeting
Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.456
A – actions Last-click method of digital media channel attribution
Budgeting
Digital Media ‘assist’
Digital Media de-duplication Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.457
A – actions
Spreadsheet template for digital campaign budgeting Source: http://blog.davechaffey.com/spreadsheet
Budgeting - template
A – actions Budgeting - template
Source:SmartInsights
A – actions
Level of investment in digital assets
• Banners / skyscrappers; • Email templates; • Video media; • Audio & interactive media
T (tactics) and A (actions) IMC
�‌the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent message". (Kotler et al. 2001)
T (tactics) and A (actions) IMC
Key characteristics: Coherence
Consistency
Continuity
Complementary
T (tactics) and A (actions)
Integration of different communications tools through time Source: Chaffey and Eliis-Chadwick, 2016. Digital marketing, p.467
IMC in Practice
Other examples B2C • Coca-Cola life • #lidlsurprises • Nike’s Margot vs. Lily • O2’s Be more dog • Little Veggie Shop – Pret-aManger
B2B • Rockwell Automation • Datavail • IBM’s 60 Years in Singapore • GE’s the Message • NewsCred’s High fashion, Great content
Lab 2 Pre-work • Watch documentary (see myBU week 5 teaching week folder) • Read more about content marketing matrix • Learn more about the NewsCred’s High Fashion, Great Content campaign