Level of investment in digital assets
The digital assets are the creative that support a campaign such as that they include:
● display ad or affiliate marketing creative such as banners and skyscrapers;
● microsites;
● email templates;
● video, audio and other interactive media such as Flash animations, games or screensavers which form a microsite.
As with traditional media, there 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.
Integration into overall media schedule or plan
In common with other communications media, digital media are most effective when they are deployed as part of an integrated marketing communications approach.
Describe integrated marketing communications as:
The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent message about the organisation and its products.
The characteristics of integrated marketing communications have been summarised by Pickton and Broderick s the 4Cs of:
1.Coherence – different communications are logically connected.
2.Consistency – multiple messages support and reinforce, and are not contradictory.
3.Continuity – communications are connected and consistent through time.
5.Complementary – synergistic, or the sum of the parts is greater than the whole! The 4Cs also act as guidelines for how communications should be integrated.
Further guidelines on integrated marketing communications from Pickton and Broderick that can be usefully applied to digital marketing are the following.
● Integrated communications planning is based on clearly identified marketing communications objectives (see later section).
● Digital marketing should involve management of all forms of contact , which includes management of both outbound communications, such as banner advertising or direct email, and inbound communications such as email enquiries.
● Internet marketing should utilise a range of promotional tools . These are the digital media channels.
● A range of media should be used to communicate consistent messages about opportunities for customers to interact with a brand online. Marketing managers need to consider the most effective mix of online and offline media channels to encourage interactions and drive traffic to their online presence.
● The communications plan should involve careful selection of the most effective promotional and media mix.
Additionally, we can say that integrated marketing communications should be used to support customers through the entire buying process, across different media.
Planning integrated marketing communications
The Account Planning Group ( www.apg.org.uk ), in its definition of media planning, high lights the importance of the role of media planning when they say that the planner:
Needs to understand the customer and the brand to unearth a key insight for the communication/solution Relevance.
As media channels have mushroomed and communication channels have multiplied, it has become increasingly important for communication to cut through the cynicism and connect with its audience Distinctiveness. The planner can provide the edge needed to ensure the solution reaches out through the clutter to its intended audience Targeted reach.
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