Category: Digital Marketing Communications and Channel Mix

To understand the commercial ecosystem of display advertising, we need to primarily understand the options through which marketers have to place different types of display ads on to their target websites. There are multiple tools and technologies which have been developed across the ecosystem to support both the buy side (advertisers) and the sell side…

The most important aspect of display advertising is the way graphical images are served when any user visits a particular page on a website. The basic process steps for the delivery of any advertisement online are shared below. Figure 6.12 shows the steps right from the time when the user visits a particular web page and…

The first instance of online advertising was a joint venture in the 1980s between IBM and Sears, known as Prodigy, which started displaying banners at the bottom of the screen to promote Sears (one of the top retail chains in US) products. The first clickable web ad was sold by Global Network Navigator (GNN) in…

The next widely deployed digital marketing channel is display marketing which takes along with it all forms of online advertising (be it across web, mobile or other emerging platforms like kiosk, surface, etc.) and is executed through graphical digital images similar to billboards, newspaper ads, and television ads. A display ad is typically embedded into…

In Fig. 6.11, we have showcased the working of any frontline search engine which involves the following steps: Figure 6.11 Working of Search Engines Advantages of SEM, SEO as Marketing Channels

Widely considered as the harbinger of the field of digital marketing, intent-based marketing, (also widely known as search marketing) became one of the early ways in which marketers could use internet for digital marketing in a structured and predictable manner. In the pre-search marketing era, companies were mostly using internet as a fringe medium to…

As seen in the last part on designing the communication mix, a marketer can use multiple channels to communicate varied elements of their communication to share a set of integrated messages which touch consumers across all their media interactions. In this part we would study (in detail) the origin and development of each of these…

With an understanding of communication mix, steps for strategy and message development, we would now look at how different digital channels lend the possibility to share content in multiple types/formats for differing effects as desired for an overall integrated communication mix. During our discussion on Integrated Marketing Communications (IMC), we have already laid out the…

In this section, we will study in detail the key aspects of creating a communication message and strategies that go behind it to make sure that the message yields its intended objective for the chosen channels and audience. Developing communications message involves taking decisions on four key areas: Let us discuss these areas in detail.

Once a communication strategy has been developed, companies need a way to judge and test their strategy. CIM has shared a 4C model where each element of the media mix can be judged by the following 4C criteria Apart from the elements mentioned earlier, the key criteria of success of a campaign involves measuring it…