Digital Marketing
The next level of Marketing 4.0
Session 8: Digital Media: Planning Stages : Part B: Prof. Krishanu Datta
Case discussion CD
Essential Readings:
Pre-Read PR
Problem based learning PBL 1. Bhatia, P. S. (2019). Fundamentals of Digital Marketing :
2nd Edition. Pearson India Educational Services Pvt. Ltd
(Henceforth referred to as (FDM)
Quiz Q
Role play RP
Poll P Reference Readings:
Elevator Pitch (60 sec) EP
1. Digital Marketing: An Integrated Approach (2019). StarEdu
Industry interactions II (Henceforth referred to as DM)
2. Maity, M. (2017). Internet Marketing. Oxford University
Press
Short project SP 3. Gupta S. (2018). Digital Marketing. McGraw Hill Education
(India) Private Limited.
4. Dodson, I (2017). The art of Digital Marketing. Wiley
Final project FP
Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta
Digital Media Planning Stages
Walk-through: Session 8
4 key digital media planning stages
1. Determine media planning strategy
2. Design communication programs
3. Select channel mix
4. Allocate budget across channel mix
CD: Session 8: (Pre-Read): Thailand Tourism
Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta
ASCOR : Digital Marketing Framework (DMF)
Digital media planning
4 key digital media planning stages
A - Digital media planning: core elements
• 4 key elements to create specific
media plans
• Channels
• Affiliates
• Content creators
• Customers
• Affiliates: a partner network in the
same industry to obtain leads,
conversions at an agreed price.
• Customers:
• Customers or/& Influencers
• Paid for loyalty: discounts, freebies, points
B – Design communications program
Message Content Message Structure Message Format Message Source
(What to say?) (How to say it logically?) (How message will be shared?) (Who would say it?)
• Objective • Impact the audience: • Creative strategy & idea • Credibility
cognitive, affective or
• Target audience /personas behavioral • Storytelling/Narrative • Level of perceived expertise
• Buying criteria • Brand voice • Use of images • Personal motivations
• Value proposition • Brand tone • Use of words • Trust factor
• Feeling after exposed to • Message framing • Use of audio • Formal sources: Product
content experts, Celebrity
• Order effects • Use of video
• Informal sources: Family,
• One-side Vs Two-sided msgs friends, peers, colleagues
C – Select channel mix
C - Digital media classification of promotion types
The key difference in planning media for digital channels from traditional offline planning is the presence of
owned media. Firms in the earlier era had no possibility of owning media and the only form of owned media.
C - Digital media classification of promotion types
The key difference in planning media for digital channels from traditional offline planning is the presence of
owned media. Firms in the earlier era had no possibility of owning media and the only form of owned media.
C - Digital media classification of promotion types
The key difference in planning media for digital channels from traditional offline planning is the presence of
owned media. Firms in the earlier era had no possibility of owning media and the only form of owned media.
C – Select channel mix
Launch Growth Established
(Generate awareness & enquiry) (Convert prospects to leads) (Guard position & scale up)
Blogs as platforms
Owned SEO (Web, blog),
Community platforms
Website backlinks
Mobile App Automation tools
Media YouTube videos
Affiliate Marketing Tutorial videos,
Education explainers
Mobile App User generated content
Earned SMM
Inbound Customer Care Tutorial videos, SMM Channels
Media Education explainers
Display Ads, PR Display Ads, PR
Paid Display Ads, PR
SEM (medium cost keywords) SEM (high cost keywords)
Media SEM
SMS Affiliate Marketing
SMS
Email Marketing Mobile Marketing
Affiliate Marketing
C – Select channel mix
D – Allocate budget across channel mix
Affordable method Competitive parity method
• What firm thinks it can afford • Mapping budgets to similar
• Cost based approach products/category or PLC
• Resources & constraints of competition might
not be the same
Percentage of sales Objective & task method
• % of current or anticipated sales • SMART objective based
• Limits aggressive budgets to tap • Cost of performing the tasks/ results
market opportunities • Total of all these costs = budget
• Assumptions & calculated approach
Key considerations for digital marketing budgeting
• Stage with respect to 6S framework
• B2B or B2C business model (Self-funded, investor funded budgets)
• Growth imperatives (business goals)
• Prior experience & channel knowledge
• Prior partnerships across channels & affiliates
Digital channel communication mix matrix
X Axis: Message orientation:
• The key objective of the promotion
• Awareness/engagement orientation
• Purchase/conversion orientation
Y Axis: Communication type:
Type of communication taking place in a channel:
• Static type of communication
• Dynamic type of communication (real-time)
Prof. Krishanu Datta
Digital Marketing
MS Teams:
[email protected] ________
Krishanu Datta
CEO & Ideas Partner at Communifix Communication Pvt. Ltd.
Brand Strategy I Creative I Digital Marketing I Content I Films & Videos
Annexure
Previous sessions. Key learnings only for reference.
ASCOR : Digital Marketing Framework (DMF)
ASCOR : DMF: Assessment Phase
External:
• Macro-Micro environment
• Market situation analysis
Internal Analysis:
• Offering Mix
• Marketing Mix
• Resources Mix
• Competencies Mix
ASCOR : DMF: Assessment Phase: External
External Analysis:
Macro-Micro environment
• Macro (PEST)
• Political
• Economic
• Socio-cultural
• Technological
• Micro
• Suppliers
• Partners
• Intermediaries
• Customers
ASCOR : DMF: Assessment Phase: External
External Analysis:
Market situation analysis
• Industry analysis
• Market segment
• Opportunity
• Competition analysis
• Category
• Brand audit
ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
• Offering Mix: D-SWOT
• Marketing Mix: 8P’s & STP
• Resources Mix: VRIN
• Competencies Mix: Capabilities
ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
1 - Offering Mix:
Internal Analysis:
1 - Offering Mix: D-SWOT
Include only those traditional elements,
actually are a strength in online space.
ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
2 - Marketing Mix: 8P’s
1. Product
2. Price Internal Analysis:
2 - Marketing Mix:
3. Place
Include only those
4. Promotion traditional elements,
actually are a strength in
online space.
5. People
• 8P’s
6. Process
• STP
7. Programs
8. Performance
ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
2 - Marketing Mix: STP
1. Segmentation
• Demographic Internal Analysis:
• Psychographic 2 - Marketing Mix:
• Behavioural
Link between the overall
2. Targeting market & how the
• Selection of specific segment/s company chooses to
• Focused POD & targeting strategy compete in the market.
3. Positioning • 8P’s
• TA’s perception of the products key
benefit’s & features, wrt competition • STP
ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
3 - Resources
1. Input-driven resources: materials, energy, natural resources
2. Economic resources: land, capital, infrastructure Internal Analysis:
3 - Resources
3. Human resources: employees, contractors, third parties A source of supply from
which benefit is derived or
4. Technology resources: information, communication, storage systems produced.
5. Intellectual resources: brand capital, intellectual property patents &
trademarks
6. Partner/intermediary resources: resources which can be leveraged with
the support of strong partners, specific associations/alliances, and tie-
ups with key intermediary firms
STP 2.0
Segmentation 2.0 1. Identified key customer segments
2. Developed personas to target
3. Develop messages & actions
Traditional:
Retail store & CRM data analytics of <FitBit>
External:
Secondary report of growing fitness segment in India
Data from brand’s Owned Media:
Website Analytics of <FitBit> on Amazon
Data from brand’s Earned Media:
E-commerce transaction data of <FitBit> on Amazon
Customer Development Strategy (STP 2.0)
Interest: To cite an example:
CUSTOMER JOURNEY—Customer shows active
interest in the brand and has a definite need
which he/she wants to fulfill, hence, spends
considerable time on the brand site, performs
searches, views demos, fills enquiry forms, etc.
PERSONA CREATION—A persona by the name
‘Active Lead’ is developed for this segment of
new/returning consumers who like the brand and
are close to the conversion stage, provided their
clarifications have been well addressed.
POSITIONING—With a prolonged sales cycle for
consumers at this stage, marketers need to
position their messages in an informative manner
and focus on functional aspects so that
consumers know the value of the brand.
Power of Customer Connectivity & Advocacy
in the New Customer Journey
Aware Appeal Ask Act Advocate
Behavior
Touchpoints
Impression
Source: Marketing 4.0 - Moving from traditional to digital
Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta
Power of Customer Connectivity & Advocacy PBL
in the New Customer Journey
Aware Appeal Ask Act Advocate
Behavior • Past Experience • Process the • Research for • Decide to buy, • Beyond loyalty &
• Advocacy messages & more info. from purchase repurchase -
• Marketing register in F&F, media or process advocacy
Communications STM/LTM the brand
• Learn from others • Become • Call friends for • Buy online or in • Recommend the
Touchpoints • Recall Ads attracted to advise store brand to others
• Past experience brands • Search, Reviews • First time user • Continue using it
• Make a • Compare price • Experience / Repurchase
consideration • Try out at store service
set
• I know • I Like • I’m Convinced • I’m Buying • I recommend
Impression
Source: Marketing 4.0 - Moving from traditional to digital
Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta
Consumer decision process (CDP)
Passive influence thro. Active influence thro.
Consumer does not have control & is unsolicited Actively seeking information while evaluation
1. Higher potential for profiling 1. Social communities
1. Developing consumer personas 1. Expert information
1. Gather unsolicited feedback 1. Product customisation
2. Real-time peer/ expert influence 2. Data driven promotions
3. Use online data to target offline customers
Source: Marketing 4.0 - Moving from traditional to digital
4 key digital media planning stages
A - Digital media planning: core elements
• 4 key elements to create specific
media plans
• Channels
• Affiliates
• Content creators
• Customers
• Affiliates: a partner network in the
same industry to obtain leads,
conversions at an agreed price.
• Customers:
• Customers or/& Influencers
• Paid for loyalty: discounts, freebies, points
B – Design communications program
Message Content Message Structure Message Format Message Source
(What to say?) (How to say it logically?) (How message will be shared?) (Who would say it?)
• Objective • Impact the audience: • Creative strategy & idea • Credibility
cognitive, affective or
• Target audience /personas behavioral • Storytelling/Narrative • Level of perceived expertise
• Buying criteria • Brand voice • Use of images • Personal motivations
• Value proposition • Brand tone • Use of words • Trust factor
• Feeling after exposed to • Message framing • Use of audio • Formal sources: Product
content experts, Celebrity
• Order effects • Use of video
• Informal sources: Family,
• One-side Vs Two-sided msgs friends, peers, colleagues
C – Select channel mix
C – Select channel mix
Source: Lovemarks. Kevin Roberts
Prof. Krishanu Datta
Digital Marketing
MS Teams: [email protected]
________
Krishanu Datta
CEO & Ideas Partner at Communifix Communication Pvt. Ltd.
Brand Strategy I Creative I Digital Marketing I Content I Films & Videos
