Digital Marketing Week 10

Context analysis Promotional goals Corporate goals Marketing goals Profile Promotional strategy Marketing research Pull Co-ordinated communications mix Implementation Agencies Scheduling Control & evaluation Push Resources Communications goals The Marketing Communications Planning Framework

Corporate objectives – Derived from the business & marketing plan – Refer to mission & business area that organisation believes it should be in Marketing objectives – Derived from marketing plan – Output orientated e.g. market share, sales revenue, ROI, profitability indicated Promotional objectives

Marketing communications objectives – Based on current context in which brand exists & where brand is expected to be in future – E.g. awareness levels, perception, comprehension / knowledge, attitudes towards & overall degree of preference for a brand (PTO) – Comment on positioning intentions – strengthen existing position, reposition Promotional objectives (cont.)

Level of involvement & communication tools High involvement Low involvement

Jan - MarApril - JuneJuly - SepOct - Dec Continuous Constant exposure in regular slots throughout period Flighted Co-ordinating exposure just before or at point of purchase Pulsing/ dripConsistent pattern of regular but separated exposure SeasonalConcentrated exposure for limited sales period BurstConcentrated over shorter time for maximum impact Types of Media Schedules

The BrandThe brand name Description of the product Explain what the product is, how it is distributed (where you sell it) and the price (where it is positioned in the market) Customer targetingWho are you aiming your product at? CompetitorsWho does your brand compete with? Objectives of your integrated marketing campaign and how you will measure it What are you hoping to achieve with your campaign? How will you know when you have been successful? Communications Describe your campaign What are your messages? What channels will you use? Gantt ChartSet out your activity on a timeline ConclusionGive rationale for why you have designed your campaign in the way that you have. Explain how your digital marketing activity integrates with traditional activity.

Texts Charlesworth, A. (2014). Digital Marketing - A Practical Approach. London: Routledge. Ryan, D., Jones, C. (2009) Understand Digital Marketing: Marketing strategies for engaging the digital generation, Kogan Page. Richardson, P. (2001) Internet Marketing: Readings and Online Resources, McGraw-Hill. Smith, P.R., Chaffey, D. (2005) E-marketing Excellence, Second Edition, Butterworth-Heinemann. Strauss, J., El-Ansary, A. (2006) E-Marketing, Fourth Edition, Pearson Prentice Hall. Wertime, K., Fenwich, I. (2008) The Essential Guide to New Media and Digital Marketing, John Wiley and Sons.

Word count words Deadline - 12 December 2014 Mark ‘Digital Marketing Assignment 2014’