DIM campaign Digital (Interactive) Marketing (Lecture 5.1) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu
https://dimbsbu.wordpress.com
GROUP 7 GROUP 9
Learning Outcomes for week 5 • Understand what a DIM campaign planning covers; • Explore differences between traditional and digital marketing communications; • Emphasise success factors of the DIM campaign; • Investigate further research - campaign insights mechanisms; • Learn more about segmentation and targeting; • 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
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!!!!!
Persona development 1. General profile (demographic and psychographic information)
Persona development (cont) 2. Digital profile i.e. digital usage habits content consumption preferences content creation profile 3. Individual profiles (i.e. existing customer)
Online communities
Source: Hagel and Armstrong, 1997. Community types, p. 118
Online communities (cont)
Source: Brunold, 2000. Community types, p. 30
Online communities (cont) Gemeinschaft - community • A membership is based on a common purpose or shared values • Bonds around culture, beliefs, language, values, history • Organic bonds that transcend space and time • The archetype - family
Gesellschaft - society
• Weaker ties between individuals – subject to erosion • The archetype – the organisation
Online communities (cont)
In digital marketplace is vital to create strong bonds/relationships between a brand/organisation and individuals (or communities which is more effective)
Online communities (cont)
Digital Research – LISTEN! • Research questions! • Then find best suited methodology – to collect, analyse and present data • Consistency
Digital Research – LISTEN! (cont) Step 1. Exploratory research
Public data
Digital Research – LISTEN! (cont) Step 1. Exploratory research
Trends
Digital Research – LISTEN! (cont) Step 1. Exploratory research
Search & filter
Digital Research – LISTEN! (cont) Step 1. Exploratory research
Archive / history
Digital Research – LISTEN! (cont) Step 2. Data Collection
Screen capture
Digital Research – LISTEN! (cont) Step 2. Data Collection
Screen capture
Digital Research – LISTEN! (cont) Step 2. Data Collection
Survey
Digital Research – LISTEN! (cont) Step 2. Data Collection
Tools to create, collect and integrate data
Digital Research – LISTEN! (cont) Step 3. Data Analysis and Visualisation
Social / semantic networks
Digital Research – LISTEN! (cont) Step 3. Data Analysis and Visualisation
Maps / infographics
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.)
O – Campaign goals/objectives
Traffic-building goals
Conversion or interaction goals
Multichannel marketing goals
Types
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