Digital Marketing- Digital Campaign - Report Example

Digital Marketing- Digital Campaign By [Presented to] of An Overview of the Report Digital marketing isconsidered as one of the most influential media tools in terms of offering wide arrays of information along with affecting the buying behaviour of consumers in a significant manner (Shiffman, 2008). In last few years, digital marketing has revolutionised the way marketers think and execute their marketing strategies. Digital marketing has helped marketers in promoting their products and services through seamless technologies in a smart manner. Ryan and Jones (2009) believed that digital marketing is the use of electronic devices through which information are shared and transferred to a number of stakeholders. 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 significant amount of information over the company’s marketing strategies and policies. The major purpose of this report is to critically evaluate the fundamental planning concepts when developing digital marketing campaigns and to effectively develop a digital marketing campaign for Skyscanner. 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 wide arrays 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. Thus, the report has been divided into two parts; the first part discusses the planning concepts pertaining to the digital marketing campaigns while the second part proposes a digital marketing campaign for the company. Planning Concepts for Developing Digital Marketing Campaigns 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 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 emotional bond between the customers and brands (Braude, 2014). It was found that inspiring joy is very important followed by making 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 behaviour of consumers. Ryan and Jones (2013) stated that all touch points and channels through which information is shared should deliver nice experience delighting customers in a significant manner. Kotler (2009) stated that it is important to understand the customers need by conducting a thorough analysis on buying behaviour of consumers through demographic and social assessment. Solomon (1994) stated that defining a digital media campaign is the most critical task and appropriate initiatives should be taken while doing so. This will help in planning the campaign in an effective and efficient manner. Palfrey and Gasser (2008) stated that planning concepts should be discussed and assessed by the management in a positive and negative manner. In this regard, it is important to discuss the fundamental planning of digital campaigns in a critical manner. Weber (2007) stated that quantifying goals is very important suggesting that companies should identify their goals and objectives. At the same time, it is important to analyse which media tools can be used and how much percentage can be allocated to each media tool in terms of generating leads. A systematic approach after setting goals and objectives has been discussed in a critical manner as follow: Generating Ideas and Strategies- the major purpose of digital marketing is to share data and information with stakeholders. Thus, new ideas and strategies should be used while delivering information and ideas. This will help in shaping the thought process of customers along with making them feel connected to the company. Additionally, ideas and strategies need to be creative and innovative in order to offer a fresh appeal and feel to customers. Tungate (2007) stated that digital media strategies should be based on different appeal and ideas in order to be successful in the long run. Targeting Audience- Weber (2007) felt that after generating ideas and strategies, it is important to target right audience. If the company is into travel and tourism, then frequent flyers, professionals, and travellers from different countries can be targeted along with general audience preferring to fly occasionally. This will help in formulating specific and general marketing strategies helping in delivering the message in a right manner. Delivering the Key Message- Kotler (2009) stated that every company uses a key message to attract customers that is not only innovative but also creative and impactful. Weber (2007) supported this statement by saying that key messages should offer key and important information rather than general information. Thus, this will help in communicating the righty brand appeal in an appropriate manner. Additionally, key messages need to be highlighted for a quick attention and impression (Hemann and Burbary, 2013) Creating Budget- there is no doubt that companies need to create a budget for every marketing campaign and digital marketing campaign is no more an exception. Budget should include the cost of using technology along with the maintenance and support cost. This will help companies to be sure on return on investment part. In the context of digital media campaign, there is no need for huge investment as only skilled man-power is required to execute the marketing strategies in a planned manner (Hafner and Lyo, 2008). Analysing Return on Investment- it is important to analyse the return on investment by ascertaining the cost of the campaign along with estimating the return in terms of attracting customers, increase in sale, and increase in the customer base adding value to the value and revenue creation process. At the same time, it is important to ascertain whether the return on investment are going to increase or decrease in coming years for a better understanding. Measuring the Campaign- it is important to measure the effectiveness and acceptance of the campaign by analysing the acceptance rate in a critical manner. Furthermore, it is important to measure the usefulness of the campaign. It is always advisable to measure the effectiveness of the campaign against those of competitors in order to have an understanding over the overall benefits in a significant manner (McLuhan, 2001). Continuity and Improvement- it is important to continue that campaign for an estimated period of time along with improving it on a regular basis. This will help in adding value to the campaign and extracting benefits in the present as well as in the future. At the same time, improvements should be in line with the recent advancement in technologies for a better degree of acceptance and benefits (Pasqua and Elkin, 2013). Overall, these planning concepts should be adhered before executing these concepts in order to make the campaign successful. Without appropriate planning and considerations, the campaign may suffer in the long run. Developing a Digital Marketing Campaign for Skyscanner In terms of developing an effective digital marketing campaign for Skyscanner, it is important to analyse the existing digital campaigns and adding value to them through proper justification. A detailed outlay has been proposed as follow; Planning- in terms of Skyscanner, it was found that the company has been using Facebook, Twitter, and YouTube and further use of e-mails through subscription is recommended for a significant reach. E-mail marketing has been proposed by a number of academicians and researchers as it helps in delivering mass message in a quick and hassle free manner. Along with this regular updates through Facebook, Twitter, and YouTube is also recommended but the content should be innovative and creative attracting viewers and readers along with engaging them in an influential manner. Identifying Customers- the company should identify key and potential customers through the analysis of its database and accordingly these customers should be invited to like pages on Facebook and follow tweets. Further, videos with link to relevant customers and online discount coupons should be offered to loyal customers. This will help in gaining their trust and acceptance that has been coined by many researchers as an important tool in enhancing the product value, reach, and acceptance (Schiffman, 1993). Measuring the Acceptance Rate- measuring acceptance rate is quite difficult but the company can do so by analysing the number of customers buying services through the impact of proposed digital media tools. At the same time, it is important to garner the feedback of customers by offering them online feedback form and asking them to state the point of knowing about the services of the company. After that, a thorough analysis can be conducted on which digital media tool played an important role in delivering the message to customers and later more innovative and creative approach can be applied to that tool along with focussing on others. Based on this, a detailed digital media campaign has been illustrated that will help in building long term strategy for the company. The reason for selecting these digital media strategies are based on the fact that the company is already using these tools other than the mobile tool. The company only needs to be innovative and creative in terms of posting and tweeting information. This will help in gaining customers’ attention along with being different. Though, there are general digital marketing tools being available in the market; it becomes important to use them in judicious way to extract great deal of business value and benefits in the long run. The above picture clearly states that the company needs to pull and drive traffic to its digital media tools for better returns. Along with this, through interesting and innovative information; customers need to be engaged. Finally, the company also needs to increase its presence on social media by being visible and interactive all the time. Apart from this, the company can also use travel blogs based on posting information on travel services along with asking customers to write reviews. This will help in building the brand image of the company while the reviews can be used for the reference purpose helping other potential customers to know more about travel services and deals (Schwartz, 2004). Along with this, the company can also use advertisements being shown on YouTube videos to create publicity among customers. Overall, it can be said that with the use of all these digital marketing tools, Skyscanner will be able to enhance its visibility and acceptance among customers. Conclusion Based on the above discussion, it was found that the company already has few digital media tools in the form of Facebook, YouTube, and Twitter in place. It is highly recommended to use travel blogs, e-mail marketing, and mobile tools for further enhancement in overall reach. Apart from this, the company also needs to focus more on online advertisement and SEO for better visibility. Finally, based on the proposed digital marketing campaign, it can be said that the company can be more successful in terms of being innovative and creative in sharing information by including the discussed media tools. This will not only offer better visibility and awareness but also significant presence and edge in the competitive business environment. References Braude, S (2014). The Secrets of a Successful Marketing Campaign. [Online] Available at http://blogs.adobe.com/digitalmarketing/campaign-management/secrets-successful-marketing-campaign/. [Accessed December, 04, 2014]. 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