DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE
Seventh Edition
Part 3
Digital marketing:
implementation and practice
Chapter 8
Campaign planning for digital
media
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Chapter 8 Campaign planning for
digital media
Main topics
• The characteristics of digital
media
• Goal setting
• Campaign insight
• Segmentation and targeting
• Offer, message development
and creative
• Budgeting
• Integrations
Case study: Facebook – a Titan of the digital age
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The characteristics of digital media
• From push to pull
• Interactive dialogues
• From one-to many to one-to -some and one-to-one
• From one-to many to many-to-many communications
• From lean back to lean forward
• Medium changes, advertising standards
• Increase in communications
• Integration
• Timing of campaign
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Figure 8.1 The differences between one-to-many and one-to-
one communication using the Internet [organisation (O)
communicating a message (M) to customers (C)]
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Figure 8.2 The communication model of
Schramm (1955) applied to the internet
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Step1: Goal setting
Terminology for measuring digital campaigns
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Figure 8.4 An example of the effectiveness
measures for an online ad campaign
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Figure 8.5 Conversion marketing approach to
objective setting for web communications
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Campaign response mechanism
Online response mechanism
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Step 2 Campaign insight
Customer insight for digital marketing campaigns
• Site audience
• Online buying behaviour
• Customer media
consumption
• Customer search behaviour
• Competitor campaign activity
• Competitor performance
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Step 3 Segmentation and targeting
Targeting variable Examples of online targeting attributes
1 Relationship with company New contacts (prospects who haven’t purchased), ‘nursery’ (new
customers), existing customers, lapsed customers
2 Demographic segmentation B2C: age, gender, social group, geographic location
B2B: company size, industry served, individual members of decision-
making unit
3 Psychographic of attitudinal segmentation Attitudes to risk and value when buying, e.g. early adopter, brand
loyal or price conscious
4 Value Assessment of current or historical value and future value
5 Lifecycle stage Position in lifecycle, related to value and behaviour, i.e. time since
initial registration, number of products purchased, categories
purchased in
6 Behaviour Search term entered into search engine; interaction with content in
websites or emails; responsiveness to different types of offers
(promotion or product type); responsiveness to campaigns in different
channels (channel preference); purchase history in product categories
including recency, frequency and monetary value (Chapter 6)
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Step 4 Offer message development and
creative
• A hook that speaks to your customer’s pain point,
aspirational state, or user benefit — and ultimately wins your
customer’s attention
• A functional attribute that speaks to your product and/or
service features and benefits
• A brand attribute that speaks to your brand’s values and
personality, through narrative
• An influence attribute that spotlights a third-party
endorsement
• A transactional attribute that initiates action from your
customer, and positions your price as a no-brainer, must-do
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Step 4 Offer message development
and creative
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Step 4 Offer message development and
creative
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Step 4 Offer message development and
creative
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Set 5 Budgeting and selecting the digital
media mix
Level of investment
Selecting the right mix of digital media
Level of investment in digital assets
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Figure 8.10 Options for the online vs offline
communications mix: (a) online>offline, (b)
similar online and offline, (c) offline>online
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Coulter and Starkis (2005) framework for
selecting media.
Quality
1 Attention-getting capability (Attention): ability of an ad placed in this
specific media to ‘grab the customer’s attention’ due to the nature of that
media.
2 Stimulating emotions (Stimulation): ability of an ad placed in this specific
media to convey emotional content and/or elicit emotional responses.
3 Information content and detail (Content): ability of an ad placed in this
specific media to convey a large amount of information and/or product
description.
4 Credibility/prestige/image (Credibility): ability of a specific media to lend
prestige to a product through association (i.e. because that product is
advertised within the media).
5 Clutter – degree to which it is difficult for a product advertised within a specific
media to ‘stand out’ due to the large number of competitive offerings/messages
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Coulter and Starkis (2005) framework for
selecting media.
Time
1 Short lead time: degree to which an ad can be created and/or placed within a
specific media in a relatively short period of time.
2 Long exposure time: degree to which the communication recipient is able to
examine the advertising message within a specific media for an extended period of
time.
Flexibility
1 Appeal to multiple senses (Appeal): degree to which an ad placed within this
specific media can communicate via sight, sound, taste, touch and/or smell
concurrently.
2 Personalisation: degree to which an advertising message placed within this
specific media can be customised in order to target a specific individual or group of
individuals.
3 Interactivity: degree to which the customer can respond to information conveyed
in an advertisement placed within this specific media.
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Coulter and Starkis (2005) framework for
selecting media.
Coverage
1 Selectivity: degree to which an ad placed within this specific media is able to
target a specific group of people.
2 Pass-along audience (Pass-along): degree to which an ad placed within
this specific media is seen by those other than the original message recipient.
3 Frequency/repeat exposure (Frequency): degree to which any single ad
placed within this specific media may be seen by any one particular individual
on more than one occasion.
4 Average media reach (Reach): degree to which an ad placed within this
specific media reaches a relatively wide audience.
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Coulter and Starkis (2005) framework for
selecting media.
Cost
1. Development/production cost (Development cost) – relative cost of
developing or producing an ad for this specific media.
2. Average media delivery cost (Delivery cost) – average cost-per-thousand
associated with this specific media.
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Figure 8.11 Recommendations of the mix of
investment in digital media for direct and brand
response campaigns
Source: Zenith Media (www.zenithmedia.com)
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Figure 8.12 Examples of different referrers
contributing to a sale for a car rental company
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Figure 8.13 Example of different referrers
contributing to a social media campaign
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Figure 8.14 Examples of the referring mix
for an airline
Source: Lee (2010)
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Levels of investments in digital assets
Source : www.smartinsights.com/conversion-model-spreadsheets
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Step 6 Integration into overall media
schedule or plan
Key activities:
• Branding and messaging
• Varying the offer
• Frequency and interval of communications
• Sequencing of communications
• Optimising timing
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Figure 8.17 Integration of different
communication tools through time
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Case study Facebook – a Titan of the
digital age
Questions:
1. As an investor in a social network such as Facebook, which
financial and customer-related metrics would you use to
assess and benchmark the current business success and
future growth?
2. Complete a situation analysis for Facebook focusing in an
assessment of the main business risks that could damage the
future growth potential of the social network
3. Imaging you are Facebook’s marketing director. Suggest a
marketing strategy for the next 18 months based on your
answers to question 2.
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