Campaign Planning

Question 1

Characteristics of Digital Media

Answer 1

Pull instead of push

Dialogue or Trialogue instead of Monologue

ONE-TO-ONE and ONE-TO-SOME instead of ONE-TO-MANY

MANY-TO-MANY instead of ONE-TO-MANY

LEAN-FORWARD instead of LEAN-BACK

Question 2

Six steps to Designing a Campaign

Answer 2

1. Goal setting and tracking
2. Campaign insight
3. Segmentation & targeting
4. Offer, message development & creative
5. Budgeting & media mix
6. Integration into overall plan

Question 3

Primary Goals for Digital Campaigns

Answer 3

1. Generating traffic
2. Conversion (sales or leads)
3. Achieving Reach through third-party sites
4. Brand awareness and Engagement
5. Multichannel – integrated marketing

Question 4

Media Mix:

Answer 4

1. Always minimize your Cost Per Acquisition
2. Focus on narrow segments with proven success over wider
   segmentation with no track record
3. Small budget, sales objective: paid search & affiliate
   marketing will reduce Cost Per Acquisition
4. Brand awareness need to focus on display ads
5. Always track, analyse and tweak
6. Always bear in mind that there are production & design costs
   involved