Module 4: Planning and integrating digital campaigns

Module 4: Planning and integrating digital campaigns

1. Campaign objective setting

   • Consider the full range of options
     • Range of objectives
       • Acquisition
       • Retention
       • Reach
       • Brand Interactions
       • List building
       • learning
     • SS checklist
   • Setting objectives
     • Create simple conversion models
     • Calculate allowable marketing cost
     • Set branding objectives
     • Monitor engagement
     • Review modeling assumptions
     • Track digital impact on offline sales
   • Define response mechanism
     • Online based
       • focused landing pages
       • campaign specific urls
       • URLs/Microsites
     • Online based
       • phone
       • Mail
       • Instore
   • Evaluate Campaign effectiveness
     • Build in tests
     • Monitor responses
     • Bounce rates
     • A/B split/testing

2. Campaign Targetting Strategy

   • Importance of Targetting
     • Top influence on response rates
     • Sophisticated Targeting Options
       • Relationship with the organisation
       • Importance to organisation
       • Intrinsic characteristics
       • Behaviours, Preferences
   • Context-based customer insights
     • Business plans
     • Marketing Plans
     • Internal Information Sources
     • External Information Sources
       • Market
       • Audience
       • Internal Customer Profile Data
       • Previous Campaign Results
   • Third-Party Syndicated Research
     • Site audience reach and composition
     • Online buying behaviour and preferences
     • Customer Search behaviour
     • Competitor campaign activity
     • Competitor Performance

3. Campaign creative, offer and messaging

   • Creative Strategy
     • Strength of main concept
     • Creative Style and tone
     • Key messages must be clearly communicated
     • Calls to action, do they change across media?
     • Primary offer should conform to AIDCA
     • Secondary offer should reassure
     • Make unique online offers
     • OVP messaging should be asserted
     • Offering and messaging should be integrated
   • Offers and messages
     • Primary offer
       • Obvious and clear
       • Accompanied by clear call to action
       • Given maximum prominence
     • Secondary offer
       • Reassure with more evidence
       • Convincing the skeptic and encouraging them to click
       • Appealing to a different type of person than the primary offer
       • Clear call to action
     • Unique online offers
       • Encourage customer response by being unique
       • Reinforce audience perception of online service
       • Do not need to be transactional. Still add value.
     • Interactive advertising specific offer
       • Small buttons ineffective
       • Large formats are more effective
       • Do not save best message for last.
       • Flash is better than gif.
     • Search-engine specific issues
       • Crafting the SEO offer
       • Title should be a convincing hyperlink
       • PPC allows offer and message control.
       • Good qualifying copy increases visitor quality but may reduce clickthrough rates.
       • Copy relevance is key
     • Key issues for email marketing
       • Multiple offers are more effective than single
       • Additional messaging can be used to manage prospects perception.
       • Monitor recipient response preferences

4. Campaign timing and integration issues

   • Integration through time
     • Is branding and messaging similar throughout the campaign?
     • Is offer, message and creative varied?
     • Frequency and interval issues
     • Sequencing
     • Is it being executed at the optimum time?
   • Special timing and integration issues.
     • First ad likely to get highest response.
     • Achieving multiple exposure can be hard where consumption is over many sites.
   • Timing and integration issues of SEM
     • Avoid budget caps that will limit exposure at peak times.
     • Day parting
   • Timing and integration issues of email marketing
     • Work best two-three days after DM
     • Great for initial response or gauging interest

5. Media planning and selection

   • Media neutral planning
     • Channel planning
     • Communications Mix Planning
     • Media Planning
   • Key Activities
     • Target audience selection
     • Media objectives
     • Media selection
     • Media scheduling
     • Media buying
     • Media evaluation
   • Right online vs offline mix
     • Important for interactive advertising
     • Determine online media value by contribution to:
       • Extended reach
       • Flattened frequency distribution
       • Reaching different kinds of audience
       • Provide unique advantages by stressing different benefits in different mediums.
       • Permitting different creative executions
   • Right ecomms mix
     • Tools can be
       • Continuous
       • Campaign Specific

6. Other key campaign issues

   • Testing and improving response
     • Campaign variables
     • Pre-testing campaign variables
     • Live split testing
     • Live testing and adjustment
     • Pre and post testing
     • Execution tests on different platforms.
   • Customer profiling and research
     • Data includes key fields used in common customer profile.
     • Optimum number of questions without limiting response.
     • Comply with data protection laws.
     • Sensing not asking
     • Limited questions improve brand perception.
   • Legal requirements
     • Domain name registration
     • Use of competitor names and trademarks.
     • Accessibility
     • Data protection
     • Adherance to codes of practice.