Author: workhouse123
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Digital Media Planning Stages
Planning for digital media buying is as complex an exercise for marketers as is buying for offline media, the simple reason being the fragmentation and nature of digital media channels. The digital platform, as we know from earlier chapters, can be divided into three key types—paid, earned, and owned media. The key difference in planning…
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Understanding Digital Media Planning Terminology
To understand basic terminologies of a digital media plan, we have to first study the key concepts which have been used for developing traditional media plans. The two key considerations for a media planner while selecting a particular media for any type of promotion include: To understand the concepts of media planning better, we will…
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The Media Planning Shift to Digital
To develop an understanding of the third phase of ASCOR Framework Communication and Channel Plan, we need to first understand the basics of media planning as has been conducted in its traditional sense. Media planning by definition is the task of allocating promotional budgets to multiple media channels/platforms to communicate a product’s presence, differentiators, and…
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DIGITAL MARKETING PLANNING DEVELOPMENT
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…
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The 6S Digital Marketing Implementation Strategy
Once a firm has done the groundwork for digital marketing strategy development, the last stage involves developing an implementation strategy for chosen customer segments and marketing mix to chart the strategy for firm’s digital growth. To develop this implementation strategy, we have developed a ‘6S Framework’ which has been developed using the ‘Digital Presence Analysis…
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Developing Digital Marketing Strategy Roadmap
In this chapter, the overall objective was to show how a digital marketing strategy can be developed and the stages which would go into building the roadmap. In this section, we would take a closer look at the four stages of this roadmap. Figure 5.10 enlists the four key stages of developing a digital marketing strategy…
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DIGITAL MARKETING STRATEGY ROADMAP
In the first two parts of this chapter, we showcased a basic understanding of the factors to be considered by any firm while developing a strategy for digital. In this section, we would use the concepts developed on digital business structures, competency alignment, STP2.0, and the 8 Ps to look at how firms can create…
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Managing Promotional Channels
As discussed in the last section, promotional channels are those which help marketers position and promote their products across customer funnel stages so that they finally purchase products on the aforementioned channels of purchase. This said, we should actually look at all of the channels of final purchase shared above as promotional channels since they…
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Channels of Purchase—Reaching the E-Consumer
Moving to the third P which is known as Place, we will see how channels of purchase are critical to a firm and how companies can make sure that their products and services are present at the right places where their e-Consumers would be looking for them. A key distinction has to be made here…
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Digital Pricing Models
Pricing by definition is the process of determining what a company will receive in exchange for its product or service. Pricing products and services for digital sales has changed in quite a many ways from how it was done traditionally. Key trends which have impacted this shift include: With the impact of the above trends,…