Digital Marketing Research and Planning

We usually see advertisements around us. They may interest or disgust us but we see them and they get our attention and we seldom ask how do they come up with ideas for advertisements. And through these advertisements we usually associate the image of a product or institution. This represents what the product or company stand for and this also tells us what they are all about. The advertisements may be an extravagant commercial or a simple sign. But whatever it is they give us ideas whether we engage in this products or companies.

This advertisements are done through carefully planning the output of the advertisement. The

plan is very important because this will serve as the blueprint on how everything will be executed. A good advertisement is done by marketers with an extensive and well thought off plan to bring it to life.

According to quirk.biz and the Digimarketing book by Wertime and Fenwick the marketing framework has improved. Marketing has to adopt to the fast changing and improving technology around. The twelve steps is still the basis for the campaigns but there are new things that marketers today use. It is stated on the following:

One of the things that the marketers should remember is that consumers nowadays are not just bystanders that watch adds on the T.V. or read it through the newspaper. Consumers nowadays are more interactive with the use of modern technology. Marketers should establish that a good profile of what their consumers are. A clear participant print containing their digital, general, and individual profile that says their habits for the marketers to adjust and make their consumers interested in their product.

Another thing that marketers should remember is to sustain the interest of the target by giving them what they could get if they engage in the product, showing them you appreciate their time and effort in participating. This is done through the Digital Platform Proposition. Key terms such as competitive differentiation, contextual relevance, and personalization are considered for this process.

Marketers should also take into consideration the channels that they will use for marketing their product. Choosing the right digital channel is vital for success. The marketers should consider the channel that would reach a big number of targets. This is done through the Channel Mix plan and to interest the audience, layout and the out put must be planned through the Creative Concept.

Content is provided largely by the consumers and the marketers role is to encourage consumers by providing quality content and a reward system for the consumers to create content. This is achieved through a good content outline. A good example of this is tumblr's tumblarity. Every time a tumblr user creates a tumblr post the tumblarity of that blog increases. Another is plurks karma implementation. The more posts the user makes the higher the karma gets, and the more karma points the user gets the more smiley the user gains.

The marketers need to spread the word about what they are marketing. The messaging plan should be clear. Messaging the market should be well thought off, they should state the purpose of the message, the message should be relevant, and etc. The viralness of the product may not be something that the marketer can directly control but they can influence it with relevant content.

The marketers should be aware of the latest trends in technology for the can use this to their advantage. A good digital awareness plan is needed to gather data that will be used for the marketing campaign of a product.

In todays technology, information and news are fast paced. It is so fast to the point that it is very hard to manage. Marketers should take note of this and adopt to it to be influencial to potential consumers. They should learn to to make their voice heard even before news even gets out. The digital influence plan of the marketer should be effective that it can influence people but not dictate. To do this an informal tone is necessary for readers or targets to be influence by the marketers message.

Since people still respond to traditional media like print, radio, and T.V. Marketers should be able to integrate digital media with the traditional media. A channel unification plan is needed, like putting in display the website of a company in a poster or advising listeners to text a promo number on the radio. Putting concrete media and untangible media is a good way to reach a bigger audience.

Data is the lifeblood of marketing and a good data plan is needed to execute an effective marketing campaign. Accurate data is used to profile consumers for the marketers to make the campaign interesting for the consumers. Marketers can use the proper channels with accurate data.

Marketers should also be able to analyse the results of the campaign. An analytic plan is needed to tell if the campaign in itself is effective. There are tools avaialble for this such as Google annalytics which tells the user how many visits the site. These tools are vital to analyse whether a marketing campaign is interesting enough for the consumers.

Marketers should also be able to improve on what they already accomplished. Optimization is the process of improving something. They need to optimize their campaign for continuous success of the product.

The simply put it a good plan leads to an excellent execution. Just like a good blueprint for a house will lead to a strong house so is a good marketing plan will lead to a successful campaign.

Here is an example of a well planned campaign.