campaign planning for digital media

stages

1. obejctive setting and trachking

2. segmenting and persona bulding

3. campaign insight

4. big idea

5. bringing idea to life

6. budgeting

7. media scheduling

OUTSTANDING STRATEGIES CREATE BIG BOLD MARKETING MOVES

typers of campaigns

• brand building- brand awarness lt, emotional impact intergrated into the home page, no ads

• direct response- st increasing immediate purchase intent, strong call to action, landing pages and ad otimisation

impressions

no of times an ad is viewed during a period of time

conversion rates

% of visits that lead to a conversion

bounce rates

proportion of visitors on a page or site that exit after a single page only

costs

cpc per mile or aquisiotn

roi

assesss profitiablity and profit generated via referal

branding metrics

researhc conducted to measure constructs like ad recal fabourabiltiy usually by epxerimental resoruce companies can evaluate if an ed has an impact on brand related metric

life time value

value of gaining a customer based on sum of accumulated cashflows discounted using the cusomer over their life time with the girm to show hoe much a firm should spend on acqiuring a customer this shouldnt exceed their ltv

traffic bulidling objectives

using promotions to generate visots

conversion objectivs

forster desired outcomes on the site

3rd party site research objectives

reach influence and egage with prospective customers on 3rd part sites

multichannel mkt objectives

acheive objectives via intergrating a range of medai

lt brand engagement obejcites

sustain lt. interactions leadign to additional sales

behavioural testing recency

• recency- no days gone since actions been completed

enthrogrpaphy

indepth interviews and focus groups to understnad experiences

customer media consumotion

• usege of on and offline meida

whats the big idea

overraching message to engage audiences ralting ro creativity viarablity brand alignment and acitons

media schedulaing

chart of how campaign will be executed over time

reccency

no days gone since actions been completed

freq

no times an action has been completed

latency

average time customer takes between activities

hurdle rates

proportion of customers who have complted an action

visit thorugh effects

number of users who view an ad and visit a landing page

unique visitors

indivisual visitior to a site measured via cookies or ip adress

page viwes

no of page viewed in total by all visitors

return on ad spend

total revenue generated from reffer/amount spent on advertising with the reffere

competitor performance

exploring audience reach of competors sites

competitor campign activity

familiaraity with competiros current and previous campaigns