Launching a digital marketing campaign to build new business assignment

Budgeting & Selection of Digital Media Mix: Boucher et al (2013) note that “ the growing popularity of digital channels is creating challenges for marketers in allocating budgets. Key among these challenges is the need to assess where they just put their advertising budgets – traditional or digital, the mix in which they should do so”. With a limited budget, the main focus for this campaign will be on investing in controllable and targeted media with a lower cost-per-acquisition (Zed Media, cited in Chaffed & Ellis-Chadwick, 2012 IPPP – 460).

Integration: All communications used for the campaign must be coherent, consistent, show continuity and be complementary (Pickett and Frederick, 2001 , cited in Chaffed and Ellis-Chadwick, 2012 IPPP). For a more impacting campaign, the suggested digital marketing channels – micrometers, affiliates, word of mouth through influencer, search engine optimization and social media – will be combined with more traditional offline communications such as public relations (PR), exhibitions, sales promotions, and merchandising.

Historical statistics, e. G. Reach volumes to help determine which keywords to use for The Art Wars campaign. Traffic estimates to help guide bid decisions and the overall projected budget for the campaign. (The Art Wars campaign) Source: HTTPS://towards. Google. Com/OK/Corporealness/ [Accessed 11 November 2013] Recommendations The websites ranking can be improved through on-page optimization. Content marketing plays a pivotal role in this – content must be written in such a way that it increases the number of times a keypads (e. . The Art Wars, Absolute, premium vodka) is used. External and internal link building can also boost the ranking, e. . Sharing links to the website through social media (Faceable, Twitter) (Chaffed and Ellis-Chadwick, 2012 IPPP) or, externally, identifying and creating popular, engaging content – cocktail recipes, cocktail party shopping lists, portending tips, event schedules – or perhaps identifying potential partner sites.

For maximum traffic and conversions, a landing page not only needs high rankings for the right keywords, it also needs to find the best landing page match for each of the selected keywords, e. G. The Absolute homepage is likely to be the landing page for the main keywords Absolute, premium vodka, vodka) but The Art Wars page may be the landing page for keywords like art, art wars, music (Barberries, 2013). 1. Evaluation of Vans’s ‘ Roller Babies’ Campaign Objective Using digital as the central medium, Vans’s intention was to strengthen the existing brand relationships and drive global awareness of the brand in a more fun and innovative way (Anon. , 2013). Avian realized the full potential of online video to reach far beyond that of Just using traditional media (TV, radio, print). The ‘ Roller Babies’ campaign was launched online and gained momentum without the assistance of emulations traditional media resulting in over 100 million total views on Youth.

Content can be used to improve a websites organic ranking – the use of a basic web page and post format with clear and concise titles that accurately describes the content, using targeted keywords in the file name and description of images on the site, ensuring that the URL used contains targeted keywords relevant to the content and, displaying high quality, interesting and shareable content. A good call-to-action or online incentive – a digital coupon for a free Absolute cocktail redeemable at one of the participating the brand through accessing information on the website. The placement of this digital coupon is important – it must be somewhere very noticeable.

Online videos – a quick how-to video on a popular Absolute cocktail or an inspirational interview with one of the collaborators – can also create buzz and drive traffic to the website. Targeting influencer – influential artists, musicians, fashion designers, floggers – and getting them to help spread the websites content and increase its audience through word of mouth (WHOM) helps build positive brand awareness by creating and sustaining an opinion of Absolute and making or changing decisions online through heir large follower-base on social networks, magnifying the brand’s marketing efforts. Jobs (2013) states that “ a websites only an effective marketing tool if visitors can find it”.

But, finding the right balance is key in determining the best publishing frequency; monitoring (and participating) conversations is necessary for content to be engaging and; timing is crucial to remaining relevant to the target audience – sharing a digital coupon for a free Absolute cocktail at The Art Wars Exhibition held on December 15 on December 22 is not recommended. 2. 2 Capturing Leads How to Capture Leads Ninety-five percent of website visitors do not turn into leads (Gallagher, 2013). Therefore, the primary goal of any website should be to collect sales and then provide information (Moon, 2013). To do this, the website must be able to generate inbound traffic using SEE, be easy to navigate so that information is in expected places, make the call-to-action obvious and, should also incorporate an email marketing program.

To capture leads, a website needs to engage visitors and capture their contact information. One way to engage visitors is by providing them with the information that they are looking for, e. G. Features on the collaborating artists (Figure 3), cocktail recipes or generation of cocktail party shopping lists. FIGURE 3: Meet the Collaborators Source: http://www. Absolute. Com/us/collaborations/ [Accessed 5 November 2013] To capture visitors’ contact information in order to reach out and turn them into customers, it is important to ask for it. According to Narrowed (2013), asking visitors to register will get lox more potential business than waiting for them to volunteer their contact information.