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Slide 8.1
Chapter 8
Campaign planning
for digital media
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.2
Learning objectives
• Assess the difference in communications
characteristics between digital and traditional
media
• Identify the main success factors in managing a
digital campaign
• Understand the importance of integrating online
and offline communications
• Relate promotion techniques to methods of
measuring site effectiveness
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.3
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?
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.4
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?
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.5
Characteristics of interactive marketing
communications
• From push to pull
• From monologue to dialogue
• From one to-many to one-to-some and one-toone
• From one-to-many to many-to-many
• From lean-back to lean-forward
• Changes in nature of marketing communications
• Increase in communications intermediaries
• Integration
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.6
Figure 8.1
The VW Passat: Midlife Crisis Retreat campaign
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.7
Figure 8.2
IKEA Malmö store: opening campaign example
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.8
Figure 8.3
Threadless (www.threadless.com)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.9
The differences between one-to-many and one-to-one communication
using the Internet [organisation (O) communicating a message (M) to
customers (C)]
Figure 8.4
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.10
Figure 8.5
The communications model of Schramm (1955) applied to the Internet
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.11
Summary of differences in characteristics of traditional media and digital
media (note that rows 10–12 are similarities between the two media types)
Table 8.1
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.12
Table 8.2
Comparison of the properties of different media
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.13
Figure 8.6
Summary of the different characteristics of media
Source: Millward Brown Qualitative
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.14
Measures used for setting campaign objectives or assessing campaign
success increasing in sophistication from bottom to top
Figure 8.7
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.15
Figure 8.8
An example of effectiveness measures for an online ad campaign
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.16
Conversion marketing approach to objective setting for web
communications
Figure 8.9
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.17
Figure 8.10
Range of response mechanisms from online media
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.18
Alternative response mechanisms for a business-to-business landing
page example
Figure 8.11
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.19
Table 8.3
A range of targeting and segmentation approaches for a digital campaign
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.20
Figure 8.12
Example of CODAR framework for integrated communications
Source: www.centreforintegratedmarketing.com
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.21
Options for the online vs offline communications mix: (a) online > offline,
(b) similar online and offline, (c) offline > online
Figure 8.13
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.22
Recommendations of the mix of investment in digital media for direct and
brand response campaign
Figure 8.14
Source: Zed Media (www.zedmedia.com)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.23
Example of different referrers contributing to a sale for a car rental
company
Figure 8.15
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.24
Figure 8.16
Examples of the referring mix for an airline.
Source: Lee (2011)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.25
Example of the sequence of visits to a site in generating conversions
where two or more digital media channels were involved (Codes for channels:
D = Display, S = Search, X = Aggregator)
Figure 8.17
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.26
Figure 8.18
Spreadsheet template for digital campaign budgeting
Source: www.smartinsights.com/conversion-model-spreadsheet
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.27
Figure 8.19
Lynx Effect campaign microsite (www.lynxeffect.com)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.28
Figure 8.20
Integration of different communications tools through time
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.29
Integrated marketing communications 1
•
•
•
•
Coherence
Consistency
Continuity
Complementary
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.30
Integrated marketing communications 2
• Based on clearly identified marketing
communications objectives
• Full range of target audiences
• Management of all forms of contact
• Range of promotional tools
• Range of media
• Selection of most effective tools and media
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.31
Figure 8.21
The Tourism Ireland Taxi Challenge
Source: Tourism Ireland (www.tourismirelandtaxichallenge.com)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 8.32
Figure 8.22
Facebook social plug-ins (http:developers.facebook.com/docs/plugins)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013