Category: Digital Marketing Communications and Channel Mix

With a basic understanding of how marketing communications has evolved over the years, the concept of marketing automation, and the elements of marketing communication, we would now look to understand the basic strategy behind marketing communications development. Steps to Developing a Communication Strategy It is important that marketers approach the development of marketing communications in…

Planning for communications mix starts right from the stage where the positioning strategy is being developed for the product at hand. Once marketers have conducted research on which segments they want to target and their key objectives, they decide on how they want to position their product in the mind of the target consumer, what…

Marketing communications, according to CIM (The Charted Institute of Marketing), are the tools a firm uses to deliver a range of promotional messages to its target markets. Key examples of marketing communications which have been used across traditional medium include product brochures, mailers, advertisements, sales promotion, exhibitions, direct sales, etc. In this part of the…

With an understanding of the basics and investment (RoI) analysis for digital media planning, we get to the point where all of the research we have done till now and the objectives set in prior chapters will reach the intended audience for the first time. At this stage, the communications mix aims at designing the…

With an understanding of the development of digital media planning stages, we will now look at the ways in which firms can analyze their digital marketing investments and plan for better RoI from their digital media planning exercise by applying marketing metrics. According to Lenskold Group (a leading authority on Marketing RoI development), the sole…

Media planner’s most important job is to allocate limited promotional budget across key digital channels in consonance with the messaging and objectives of online promotional platforms. They are also involved in negotiating the terms and conditions for placement on specific media and also the time for which promotions would be run. In the case of…

The first step towards creating a digital media plan is to determine what the brand wants to communicate and which channel mix is the best to promote given the budget allocation for the product portfolio and the timelines it has set to achieve its desired objects. The best place for marketers to obtain information for their…

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…

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…

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…