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Flashcards in Campaign Planning Deck (4)
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1
Q

Characteristics of Digital Media

A

Pull instead of push

Dialogue or Trialogue instead of Monologue

ONE-TO-ONE and ONE-TO-SOME instead of ONE-TO-MANY

MANY-TO-MANY instead of ONE-TO-MANY

LEAN-FORWARD instead of LEAN-BACK

2
Q

Six steps to Designing a Campaign

A
  1. Goal setting and tracking
  2. Campaign insight
  3. Segmentation & targeting
  4. Offer, message development & creative
  5. Budgeting & media mix
  6. Integration into overall plan
3
Q

Primary Goals for Digital Campaigns

A
  1. Generating traffic
  2. Conversion (sales or leads)
  3. Achieving Reach through third-party sites
  4. Brand awareness and Engagement
  5. Multichannel – integrated marketing
4
Q

Media Mix:

A
  1. Always minimize your Cost Per Acquisition
  2. Focus on narrow segments with proven success over wider
    segmentation with no track record
  3. Small budget, sales objective: paid search & affiliate
    marketing will reduce Cost Per Acquisition
  4. Brand awareness need to focus on display ads
  5. Always track, analyse and tweak
  6. Always bear in mind that there are production & design costs
    involved