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Digital Marketing- Digital Campaign - Report Example

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The work called "Digital Marketing- Digital Campaign" focuses on the fundamental planning concepts when developing digital marketing campaigns and to effectively develop a digital marketing campaign for Skyscanner. The author outlines planning concepts pertaining to digital marketing campaigns…
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Digital Marketing- Digital Campaign
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Download file to see previous pages On the other hand, Kotler (2009) stated that digital marketing is all about using electronic devices in an appropriate manner to enhance the flow and impact of information along with delivering information in a fast and effective manner. In the previous report, a thorough analysis of Skyscanner’s digital media use and preference was conducted helping in gaining a significant amount of information over the company’s marketing strategies and policies.
It was found that the company is very much active on Facebook, YouTube, and Twitter. The company is also using innovative tweets and posts in the form of pictures, videos, and information to share a wide array of information with its stakeholders. However, the company has the potential to improve its reach while using social media and a number of digital media tools. In this regard, it is important to discuss the significance of the proposed digital marketing tools from theoretical and practical relevance in a critical manner. 
Flood, et al (2013) stated that digital marketing campaigns are different from general marketing campaigns considering the fact that they deliver information in a fraction of seconds through wide arrays of digital media tools like e-mails, social media tools, and search engines. Foxall (2005) stated that digital media campaigns require to get connected with customers on an emotional note rather pragmatic. There should be an emotional connection between the campaign and customers in order to create long term association and value. In this regard, Procter and Gamble introduced five intrinsic human values to stimulate an emotional bond between the customers and brands (Braude, 2014). It was found that inspiring joy is very important followed by making a connection in order to establish a long term association. Furthermore, it was found that encouraging exploration and promoting pride in terms of accepting and appreciating the brand is very important. Finally, the media campaign should have the appeal and power to change the world through innovative ideas and content.
Braude (2014) stated that it is not important to work on an innovative strategy rather it is important to work on a strategy that will offer long term sustainability along with the feel of differentiation to create an impact over the buying behavior of consumers. Ryan and Jones (2013) stated that all touchpoints and channels through which information is shared should deliver nice experience delighting customers in a significant manner. ...Download file to see next pages Read More
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