Session 7 - ut · •Mednet.com confronts Click -Through competition 3/29/2011 Internet Marketing - UT Spring Semester 2011 28/28. Title: Slide 1 Author: Georg Singer

Campaign planning for digital media

Session 7

Georg Singer

georg.singer ät ut . ee

Key campaign planning issues

• 1. Goal setting and tracking • 2. Campaign insight• 3. Segmentation and targeting • 4. Offer and message development• 5. Budgeting and selecting the digital media

mix• 6. Integration into overall media schedule or

plan

© Pearson Education Limited 2009

2/28Internet Marketing - UT Spring Semester

2011

Characteristics of interactive digital media

• From push to pull

• From monologue to dialogue - Threadless

• From one to-many to one-to-some and one-to-one

• From one-to-many to many-to-many

• From lean-back to lean-forward – TV vs. Website

• Changes in nature of marketing communications

• Increase in communications intermediaries

• Integration



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Threadless (www.threadless.com)



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1. Goal setting and tracking

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Measures used for setting campaign



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An example of effectiveness measures for an online ad campaign



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Range of response mechanisms from online media



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Alternative response mechanisms at IVA Expert



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Source of donations during Asian tsunami appealSource: Disasters Emergency Committee (DEC) (www.dec.org.uk)



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2. Campaign insight


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Online competitor and audience behavior

• Site audience and composition, alexa.com

• Online buying behavior and preferences

• Customer media consumption

• Customer Search Behavior, keyword tools (Google)

• Competitor campaign activity, Thomson Intermedia

• Competitor performance, Hitwise, Alexa


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Top 10 entertainment–multimedia websites by share of visits inSingapore



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Source: Hitwise blog posting (http://weblogs.hitwise.com/sandra-hanchard/2007/10/)

Top flight destination searches, four weeks ending 29 December 2006 vs 2007



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Source: Hitwise UK

Site audience and composition -Alexa.com

• http://www.alexa.com/siteinfo/google.com#

• http://www.alexa.com/siteinfo/delfi.ee#

• http://www.alexa.com/siteinfo/facebook.com#


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http://www.alexa.com/siteinfo/delfi.ee






http://www.alexa.com/siteinfo/facebook.com

3. Segmentation and Targeting


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4. Offer and message development


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What does the message do?

• Objective: Gather names, leads, trials

• Positioning: in line with product/service

• Buyer: hopes, fears, needs, young, old, female, male

• Need fulfilled: make/save money, save time, feel secure, impress others……

• Special: difference to alternatives

• Benefits: more what it does then what it is

• Most important benefit: ideally unique


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4. Budgeting and selecting the marketing mix


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Budgeting methods

• Affordable method

• Percentage-of-sales-method

– Pharma/Soft Drink up to 30% overall marketing spending

• Competitive parity method

– e-marketing typically 10-15% of marketing budget

• Objective and task method


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Example of different referrers contributing to a sale for a car rental company



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5. Integration into overall media plan


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Integrated marketing communications

• Coherence – communications logically connected

• Consistency – no contradictions

• Continuity – connected and consistent through

• Complementary – synergetic



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Integrated marketing communications

• 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



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Example of communications plan



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Homework - Case Study

• “Mednet.com confronts “Click-Through” competition”


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Documents

Session 7 - ut · •Mednet.com confronts Click -Through competition 3/29/2011 Internet Marketing - UT Spring Semester 2011 28/28. Title: Slide 1 Author: Georg Singer