n the last two chapters (4 and 5), we looked at the first two phases of the ASCOR Digital Marketing Framework to cover the external/internal assessment and strategy development stages. The next step involves understanding how digital marketing plans are created and specifically how the communications mix is developed.
This chapter will commence with an understanding of traditional media planning concepts that cover marketer’s promotional activities on offline media, how those concepts translate to the digital side and the meaning of media planning on online platforms. We will then cover the basic stages of digital marketing planning, its success criteria, and evaluation. This will be followed by two sections specifically on designing communication strategy and discussing this further through examples of key digital marketing channels.
Leave a Reply