Appunti di Digital Marketing

PPT: CAMPAIGN PLANNING

Schramm – Model of communication

Hoffman and Novak had also pointed out that the main relationships in digital

channels are not directly between sender and receiver of information but with the

webbased environment, but the classic communications model of Schramm can still

be used to help understand the effectiveness of marketing communication using the

internet

Four of the elements of the model that can constrain the effectiveness of digital

marketing are:

• Encoding: design and development of the site content or email that aims to convey

the message of the company, and is dependent on understanding of the target

audience

• Noise: external influence that affects the quality of the message

Es: slow download times, the use of plug-ins that the user cannot use, confusion

caused by too much information on screen

• Decoding: process of interpreting the message, and is dependent on the cognitive

ability of the receiver, which is partly influenced by the length of time they have used

the internet

• Feedback: occurs through online forms and through monitoring of on-site behaviour

through web analytics

VEDI SLIDE 5 – 6 NOISE, Brand building and Direct-Response

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Campaign Planning:

1) Goal setting and tracking

2) Campaign insight

3) Segmentation and targeting

4) Message development

5) Budgeting and selecting the digital media mix

6) Integration with overall media plan

1) GOAL SETTING

The picture shows different measures for goal setting and tracking digital media

campaign components from least sophisticated to more sophisticated

STEP O: Volume

• Opportunities to see (OTS) or Impressions: broad measure of number of time a

campaign was viewed

• Visitor session: one or more page impressions, served to one user Number of

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click-throughs or visits to a site or campaign landing pages Click-through rate is

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a measure of efficiency

CERCA IL CLICK-THROUGH SUL LIBRO !!!!

• Unique visitors: based on cookies, measure the number of people that visited a

website

STEP 1: Quality

Traffic volume measures give no indication of whether the audience referred to the site

engages with it or leaves straight away, so we need quality measures to show us this

Conversion rate is the best-known quality measure, which shows what proportion of

visitors from different sources within a defined time period convert to specific

marketing outcomes on the website, such as lead, sale or subscription

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Conversion rates can be expressed in two different ways:

• Visit conversion rate = n conversion events / n visits at the visit level

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• Buyer conversion rate = n sales / n unique visitors at the unique visitor

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level

STEP 2: Media Cost

• Cost Per Click (CPC): depends on social media channel - referral

• Cost Per Thousand (CPM): used for measuring ads campaigns (usually used as

the currency when buying display ad space)

STEP 3: Acquisition Cost

• Cost Per Acquisition (CPA): cost for acquiring a new customers/visitors, sale or

prospect (lead)

• Allowable CPA: the maximum cost for acquiring a new customers, sale or prospect

STEP 4: ROI

Return on investment is used to assess the profitability of any marketing activity, or

indeed any investment

• Return On Investments (ROI) = Profit from referrer / Amount spent on AD

with referrer

• Return On Advertising Spent (ROAS) = Total Revenue from referrer /

Amount spent on AD with referrer

STEP 5: Branding Measures

Several possible measures:

• Gross rating point (GRP) measures impact. GRPs help answer how often "must

someone see it before they can readily recall it" and "how many times" does it take

before the desired outcome occurs

• Recall

• Brand familiarity

• Brand awareness (aided or undaided)

STEP 6: Lifetime Value

The value of gaining the customer is not just based on the initial purchase, but the

lifetime value (and costs) associated with the customer

Some elements to be considered:

- Acquisition cost

- Retention cost

- Claims

- Expenses

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2) CAMPAIGN INSIGHT

When a company is working with an agency, the marketer at the client company will

incorporate initial customer insight into a brief as part of the agency completing a

client discovery process. This will give agency staff valuable information about the

audience and marketplace

There is a wealth of customer insight information available for digital marketing

campaigns, but it varies by sector

Examples of the types of customer insight related to online competitor and audience

behaviour that might be accessed at this stage in the campaign from third-party

syndicated research sources include:

• Site audience reach and composition: what is the breakdown of audiences by

age, gender or socio-economic group on different sites? This data is available from

online audience panel providers

• Online buying behaviour and preferences: the usage of different offline and

online media for different target demographics

• Customer media consumption: the usage of different offline and online media for

different target demographics

• Customer search behaviour: the proportion of different search phrases and their

importance can be used to inform messaging

• Competitor campaign activity: the activity of current advertising campaigns and

previous seasonal campaigns

• Competitor performance: information on the audience size (reach) and referrers

for competitor sites

3) SEGMENTATION AND TARGETING

Campaign targeting strategy defines the target audience or types of people that you

need to reach with your campaign communications

It’s about defining, selecting and reaching specific audiences online

4) BIG IDEA (Message development)

Agencies seek to simplify the messages and offers to engage audiences by

summarising their ‘big idea’ for a campaign after they have been briefed by a client to

develop the campaign

To be effective the campaign big idea needs to have strength in these areas:

• Concept: an original, relatable idea to engage the audience

• Creative: distinctive creative such as a strapline, visuals or hashtag is needed for

cut-through

• Viral element: shareable via word-of-mouth or social media amplification

• Brand alignment: the concept and creative must be on-brand to fit in with brand

perception

• Brand value messages: in addition to prompting brand awareness and recall,

other brand metrics such as brand familiarity, favourability and purchase intent may

be incorporated

VEDI SLIDE 22 – 23

5) BUDGETING AND SELECTING THE DIGITAL MEDIA MIX

Digital marketing campaign plans require three important decisions to be made

about investment for the online promotion or the online communications mix:

• Level of investment in digital media as opposed to traditional media

(offline promotion): a balance must be struck between online and offline

communications techniques based on the strengths and weaknesses of the different

media options

- Offline media are often superior in generating attention, stimulating attention and

gaining credibility

- Online media tend to be better at engagement due to personalisation, interaction and

support of word of mouth

• Selecting the right mix of investment in digital media: marketers will need to

determine the most appropriate mix and they may make this decision based on their

knowledge built up through experience of previous campaigns, and taking input from

their advisers VEDI PAG 407 LIBRO

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Picture: recommendations for different types of offline media (blue) and digital media (green)

suitable to achieve goals of direct-response and brand-awareness campaign goals for different

budget size

• Level of investment in digital assets: The digital assets are the creative that

support a campaign

They include:

- Display ad or affiliate marketing creative such as banners and skyscrapers

- Microsites

- Email templates

- Video, audio and other interactive media, games or screensavers, which form

campaign landing pages or microsites

Yhere is a tension between spend on the advertising creative and the media space

purchased to run the executions. There is a danger that if spend on media is too high,

then the quality of the execution and the volume of digital assets produced will be

too low

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6) INTEGRATION WITH OVERALL MEDIA PLAN

Digital media are most effective when they are deployed as part of an integrated

marketing approach

Five questions about integration you must ask when creating a campaign:

• Consistent branding and messaging: is the branding and messaging sufficiently

similar (coherent) throughout the campaign?

• Varying the offer: is offer and messaging varied sufficiently through the campaign?

• Frequency and interval of communications: are you exposing the audience

sufficiently or too much to your messages?

• Sequencing of communications

• Optimising timing: do communications get delivered and received at the optimal

time?

PPT: MARKETING COMMUNICATIONS

VEDI PAG 422 LIBRO TABELLA CON TUTTE LE DESCRIZIONI !!!!

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Search Engine

Google is the most important Search Engine

Search Engine Marketing (SEM): technique for generating quality visitors to a

website più legato al PPC

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The are two types of SEM:

1) Search Engine Optimization (SEO): it involves achieving the highest position

or ranking practical in the natural or organic listings , below the ads on the search

engine results pages (SERPs) across a range of specific combinations of keywords

(or keyphrases) entered by search engine users

2) Paid search (pay-per-click) marketing (PPC): it is similar to conventional

advertising.

A relevant text ad with a link to a company page is displayed when the user of a

search engine types in a specific phrase. A series of text ads, formerly labelled as

‘sponsored links’, are displayed above or below the natural listings

An effective search engine marketing is really important, because t generating the

highest rankings for a company in the search engine results pages (SERPs) can

generate many more visits because of a higher click-through rate

SEO

Search Engine Components:

The technology harnessed to create the natural listings involves these main processes:

• Crawling: the purpose of the crawl is to identify relevant pages for indexing and

assess whether they have changed. Crawling is performed by robots (bots,

sometimes known as spiders)

• Indexing: an index is created to enable the search engine to rapidly find the most

relevant pages containing the query typed by the searcher

• Ranking or scoring: the indexing process has produced a lookup of al