Weekly Reports

15/16 Mar 2021

In this class, we learned how to create branding and ad campaign online without hiring consultant. To do so, we need to understand the tyoe of our campaign, which could make it boring or interesting. We can go from crazy, prolific, to main stream.

We also need to define our primary and secondary target audience and find out our niche. This is a great way to specialize and get good at doing the campaign highly precise (Lemarchand). These are the steps and elements that we need to consider epcially for our CW2 assignment.

8/9 Mar 2021

This week's class was about Email Marketing (DDA) through Digital Marketing to enhance content generation as part of campaign launch without error. The outcome of the class is to understand Email Marketing and to create email using ESP (Email Service Provider).

We learned that the Email Marketing is structures and systematic process that is one of the most successful channels for delivering highly relevant marketing communications to targeted subscribers. As for the design and content for the email marketing, we need to consider:

Relevance
Call to Action
User Personalization
Structure (Healine, body etc)

To run an email marketing campaign, it is better to use a valuable serivce provider to manage and send our email marketing content - such as MailChimp.

The delivery and timing of the campaign is very important. Usually, for B2C: 5am - 9pm, people check email after busy day, and for B2B: Tuesday and Thursday, 10am - 12pm and 2pm - 4pm.

1/2 Mar 2021

The objective for this week was that we would be able to apply Facebook ads as Social Media Marketing to create Engagement for our DDA campaigns. The outcome was to create business page, FB algorithm, FB features, boost our page, work with Ads Manager and Insights.

The goal for getting familair with creating and running FB ads is to represent sales/businesses on FB and expand the market for it. The main algorithm for this process is to:

1- Choose your identity/Brand/Product/Service
2- Create posts to promote chosen identity for next 3 months

Facebook uses features such as Likes, Shares, Comments, Contests, Offers, and Events which could help us engage real users with our campaign.

It also allows you to boost your post as a paid campaign so you can reach more audiences. FB AD Manager will make you able to choose which target audience you want to target while you can set your budget and your campaign period.

We have gone through a demo for setting a FB campaign in the class and became familiar with working with it.

22/23 Feb 2021

In the Week 9, we have learned about DDA and SEM (Digital Display Ad and Search Engine Marketing) through digital marketing to help generate content for ads and marketing campaign. To create a campaign by creating awareness online, we need to create an ad (design/copywriting/choose format), publish the ad (based on the platforms and budget), server the ad (website/social media etc), make CTA (customer takes action by clicking etc), and track it.

Depending on the digital platform we choose, there are different ad formats which basically decide on the dimensions and visual of the ad:

The most common ad platforms are, Websites, facebook, twitter, youtube, linkedin and instagram.

As for the class exercise, we asked to create a campaign on our choice and provide DDA for it. Here is what I prepared.

The artwork was prepared in 3 formats for, website, Facebook and Twitter.

8/9 Feb 2021

In this class we were taught how to analyse an ad or a marketing campaign and extract the Insight, Data and Results. To do so, we need to pay attention to the data and insight from the ad first. We also need to extract the idea of that ad and find out the exact message the ad is supposed to deliver. We did a research as class execise and analyzed 3 ad campaigns.

The analysis and metrics extracted from our research would help us to evaluate effectiveness (Varma, O) of an ad campaign and will teach us how to use data to make our campaign more fruitful.

1/2 Feb 2021

The topic for the week 5 was "The Power of Data" in merketing. The use of data and numbers to deliver the campaign message and make it more effective. User experience, design analytics, research, behaviour flow, AB testing and multivariate test results are the elements that can combine art and science to make a campaign stronger.

Additionally, we were brifed on Creative Ad and Execution Ad. Creative ads are advertiments that are more ceoncentrated on their creative artwork rather than the execution and details, while execution ads are focused more on the implementation and techniques. We have done a research on this as a class exercise and presented our researches in the class.

25/26 Jan 2021

We were introduced to the Integrated Campaign Marketing topic in the week 4. Integrated campaigns combine multiple channels such as content, email, display advertising and social media in order to promote a consistent message to a specific audience. The primary purpose of integrated campaigns is to convert viewers into customers (Activecampaign). As for the CW2 assignment we are required to create an intergrated campaign with engaging different channels including a tradiotnal one.

Another important matter in engaging any campaign is the content of the campaign containing the visuals, headlines and body copy. We need to give consumers (readers) a resoan to be interested in our marketing campaign (products/services). Here are the elements to be used and followed ib an ad (print/digital): Visual, Headline, Copy, Caption & Signoff (Call to Action etc).

As for class exercised, we prepared a quick presenation of our research on an intergrated marketing campaign.

18/19 Jan 2021

The week 3 was focused on AIDA model. We were briefed and lectured on how to define and analyse AIDA through digital marketing campaign. First, we were learned on how to define AIDA. AIDA is basically short for AWARENESS, INTEREST, DESIRE and ACTION.

Next, we were lectured on how to perform a marketing campaign and the things we need to do before marketing. Research is crucial for any marketing campaign. To better understand the market before starting marketing. It will help a business assume the right position that will enable them to harness available opportunities while avoiding risks. [Kelsey, T.] Research will help to position the brand and find the right target audience.

Awareness is the part that brings attention (awareness) about the brand/prodcut to the audience. Interest will generate interest in the benefits of the product or service, and sufficient interest to encourage the buyer to start to research further. Desire is to demonstrate the product or service through an 'emotional connection', showing brand personality. And finally, Action will move the buyer to interact with the brand and taking the next step such as making the phone call, joining your newsletter, or engaging in live chat, and so on [Smart Insights].

11/12 Jan 2021

In order to kick off our first assigment (CW1), we were required to pick a known brand and analyse it throughout our assignment. I have choosen two brands of BURGER KING and VOLKSWAGEN. My lecturer suggested the Burger King as it would be more practical to find resources of this brand rather than the Volkswagen.

Research will help us to find out:

The Market behaviour
Knowing the competitors
What types of advertising they are using
What is the response from the consumer

We learned about the 8 steps to do a research:

Clear on research
Decide the research methods/ways
Make a decision on research questions
Make a sampling plan
Collect all data/information
Analyze the information
Present the findings
Decision making

We also were lectured on how to recognise/define the target audience for a campaign or an analisys. A target audience is a group of people identified as being likely customers of a business. Target audiences share similar demographic and psychographic traits including, but not limited to Age, Gender, Location, Education, Socioeconomic status. Identifying your target audience as a business can help craft marketing strategies and define your core customers. Instead of spending money and resources trying to cater to every consumer, defining a target audience allows for more intentional and personal outreach to those most likely to purchase your product or service. [Lake]

This class helped me to learn about the research and how to preform it. I was beign able to start a research better and go through it in a proper way after this class. The part about the target audience also has helped me to understand how to define and recognise the target audience of a brand/product.

4/5 Jan 2021

In the first class of Digital Marekting and Campaiging subject, we first were briefed about the lesson plans and the assignment briefs. Next, we were asked to define the "Digital Marketing" and "Advertising" terms in our definition and spot the differnece.

Attracting customers requires marketing. While many small businesses believe marketing is similar to advertising, it’s actually much broader. Marketing spans the entire process of delivering a product or service to a customer [Deluxe]. Marketing is the strategy to help a business / service promote or introduce their products/services to their target audience in order to sell it. Advertising is the activity to influence the buying behavior of customers or clients with a persuasive selling message about products and/or services.

We were given 30 mintues to do a research about the topic and present our findings for the class. My presentation is available for viewing at

To start a marketing campaign, you will need to do:

Research
Planning
Analisys
Implementation

After our presentation, we were briefed on the 4Cs model and the main 4 components of the marketing model of AIDA.

4Cs model is based on the analisys of the 1. Consumer, 2. Communication, 3. Convience and 4. Cost. The AIDA model is just one of a class of models known as hierarchy of effects models or hierarchical models, all of which imply that consumers move through a series of steps or stages when they make purchase decisions. The AIDA model describes the four stages a consumer goes through before making a purchasing decision. The stages are Attention, Interest, Desire, and Action (AIDA) [Chi].

And lastly, we learned about the SWOT analysis - which SWOT stands for Strengths, Weaknesses, Opportunities and Threats. SWOT analisys method will help you develop your marketing strategy based on the facts that your business/marketing campaign are going to face while promoting your business/products. As for our Assignement 1 (CW1) we need to analisys the brand we choose by SWOT analisys technique.

Below is a summary of my personal learning outcome from this class.

Definition of advertising - Advertising is the activity to influence the buying behavior of customers or clients with a persuasive selling message about products/services.

Why do we need advertising? - The goal of advertising is to attract new customers by defining the target market and reaching out to them with an effective ad campaign.

History of advertising - The history of advertising can be traced to ancient civilizations. It became a major force in capitalist economies in the mid-19th century, based primarily on newspapers and magazines. In the 20th century, advertising grew rapidly with new technologies such as direct mail, radio, television, the internet and mobile devices.

What is Digital Marketing & Advertising - Any marketing that uses electronic devices to convey promotional messaging and measure its impact. In practice, digital marketing typically refers to marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, and social media posts. Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with traditional marketing.

Digital marketing is the use of the Internet, mobile devices, social media, search engines, and other channels to reach consumers. Some marketing experts consider digital marketing to be an entirely new endeavor that requires a new way of approaching customers and new ways of understanding how customers behave compared to traditional marketing.

Digital marketing is the use of the Internet to reach consumers. Digital marketing is a broad field, including attracting customers via email, content marketing, search platforms, social media, and more.

Digital marketing targets a specific segment of the customer base and is interactive. Digital marketing is on the rise and includes search result ads, email ads, and promoted tweets – anything that incorporates marketing with customer feedback or a two-way interaction between the company and customer. Internet marketing differs from digital marketing. Internet marketing is advertising that is solely on the Internet, whereas digital marketing can take place through mobile devices, on a subway platform, in a video game, or via a smartphone app. (Barone)

References

Smart Insights. 2021. The AIDA model and how to apply it in the real world - examples and tips. [online] Available at: https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model [Accessed 15 March 2021].
LAKE, L., 2019. What Is a Target Audience?. [online] The Balance Small Business. Available at: https://www.thebalancesmb.com/what-is-a-target-audience-2295567 [Accessed 15 March 2021].
Kelsey, T., 2021. Why is Marketing Research Important? | Pronto Marketing. [online] Pronto Marketing. Available at: https://www.prontomarketing.com/blog/why-is-marketing-research-important [Accessed 15 March 2021].
Deluxe. 2018. 5 reasons why marketing is so important. [online] Available at: https://www.deluxe.com/blog/5-reasons-why-marketing-is-so-important [Accessed 2 February 2021].
Chi, C., 2021. The AIDA Model: A Proven Framework for Converting Strangers Into Customers. [online] Blog.hubspot.com. Available at: https://blog.hubspot.com/marketing/aida-model [Accessed 15 March 2021].
Barone, A., 2021. Digital Marketing. [online] Investopedia. Available at: https://www.investopedia.com/terms/d/digital-marketing.asp [Accessed 4 January 2021].
The Balance Small Business. 2021. What Is Advertising?. [online] Available at: https://www.thebalancesmb.com/advertising-2947182 [Accessed 4 January 2021].
Wix.com. 2021. Advertising [online] Available at: https://www.wix.com/encyclopedia/definition/advertising [Accessed 4 January 2021].
En.wikipedia.org. 2021. History Of Advertising. [online] Available at: https://en.wikipedia.org/wiki/History_of_advertising [Accessed 4 January 2021].
Activecampaign.com. 2021. What are Integrated Campaigns?. [online] Available at: https://www.activecampaign.com/glossary/integrated-campaigns [Accessed 6 April 2021].
Varma, O., Eteng, O. and Annadanam, N., 2021. How to Analyze your Advertising Spend Smartly. [online] Learn | Hevo. Available at: https://hevodata.com/learn/analyze-your-advertising-spend/ [Accessed 6 April 2021].
Lemarchand, L. and Lemarchand, L., 2021. Why Niche Marketing Is Important - MediaDev. [online] MediaDev. Available at: https://www.mediadev.com/niche-marketing-importance/ [Accessed 6 April 2021].

Search This Blog

Schah's Digital Marketing & Campaigning