DIM campaign (cont. of Lecture 5.1.) Digital (Interactive) Marketing (Lecture 5.2) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu
https://dimbsbu.wordpress.com
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.
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)
T - Tactics
Pull/inbou nd
Not cheap, quick and easy
Micro-level measurement
Trialogue
Key characteristics of DIM tools
Integration
Intermediaries
Masscustomisation and personalisation
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p.434
T - Tactics
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p.452
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 CODAR framework (Jenkinson 2003)
T - Tactics DVP / OVP
T - Tactics Perceptual map (marketing ideas, a creative plot)
A – actions
Scheduling campaign
• Continuous schedule • Bursting/Flighting schedule • Pulsing schedule
A – actions
Affordabl e
Budgeting
Objectiv e and task
Methods
Comparative parity
Percentageof-sales
A – actions Budgeting
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p.460
A – actions Budgeting
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p.460
A – actions Budgeting - template
Source:SmartInsights
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
IMC in Practice
IMC in Practice – short-term campaign