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Digital Marketing: Planning Integrated Digital Marketing Campaigns Session No. II 1.0
Digital Marketing: Planning Integrated Digital Marketing Campaigns Session No. II 1.0
Session No. II
Version 1.0
Digital Marketing
Material from the published or unpublished work of others which is referred to in the Class
Notes is credited to the author in question in the text. The Class Notes prepared is of 2,978
words in length. Research ethics issues have been considered and handled appropriately
within the Globsyn Business School guidelines and procedures.
Table of Contents
2. Channel Selection................................................................................................... 6
4.1.3. Writing of Shorter and also Simpler Sentences using Active Voice ......................11
References ................................................................................................................... 14
The selection and identification of the prospects needs to be rightly carried out in terms of
matching the same with the marketing objectives of the firm. The evaluation of social media
analytics, associated to diverse platforms like Facebook, Twitter, Snapchat and LinkedIn, also
helps in understanding the manner of interaction of the customers along the different social
accounts.
both accessing and engaging the customers along the online sphere also needs to be rightly
evaluated by the firms (Academic Conferences and Publishing Limited, 2017).
2. Channel Selection
The selection of the channels is carried out from a plethora of digital channels that can be
accessed for transmitting the message to target audiences. The selection of the channels is
made based on validating the applicability of such for accessing of concerned parties and in
spreading of quality information.
attracting potential customers and thereby in optimising the right type of visual and textual
contents for creation of the different advertisements (Gregorio, 2019).
of the above channels, the employment of Online PR is needed to be carried out for generation
of promotional content for branding and also in driving of potential web traffic (Gregorio, 2019).
3. Maintaining of Consistencies
The digital marketers tend to observe that:
a) consistency regarding incorporation of infographics and other parameters concerning
font size
Branding is not only associated with the maintaining of parameters associated with the use of
logo and colours. It also needs to incorporate an effective tone that is required to be recognised
in a uniform fashion across diverse marketing channels. A consistent presence is required to be
maintained by the popular brands across diverse social networking platforms like Facebook,
Twitter, YouTube, Instagram, Pinterest, electronic mails and other such communication
channels (Dibenedetto, 2018).
4.1.3. Writing of Shorter and also Simpler Sentences using Active Voice
Writing of shorter and also simpler sentences for developing of the content enhances the
understanding of the reader. The same helps in comprehending the theme or the meaning the
content intends to convey to the target audience. Further, the usage of direct voice makes the
content direct in nature and also user friendly in nature.
assist in spreading awareness about the availability of needed merchandises for meeting
of consumer demands (Ferguson, 2019).
The synchronisation of the activities carried out by the PR team of the organisation can be
effectively made with the activities conducted by the digital marketing team of the organisation
in the following fashion:
Insights from the company founder can be ideally published at selective frequencies
regarding sharing of news associated to product launches, offers and promotions with
the prospective customers. The same would thereby serve as an effective medium to
customers for gaining of quality information.
Likewise, the news associated with partnering or collaborating with another firm for
launching and promotion of products/services are focused to be marketed to prospective
customers based on the application of press releases. The sharing of back links to
product/service pages tends to enhance the level of consumer responsiveness. It also
increases the level of reliability shared by the consumers with the firm.
The SEO team and the PR team can also be effectively synchronised for reducing the
communication gap. The closing of the communication gap thereby increases the
relevance of the messages shared on the digital platforms (Ferguson, 2019).
Finally, the activities of the SEO team operating, whether in an outsourced fashion or within the
framework of the organisation, can be ideally synchronised for meeting the objectives of the
digital marketing campaign. The synchronisation of the SEO team can be essentially carried out
in the following fashion:
The content team is required to carry out an effective analysis based on the use of
quality tools about the strategies or activities that are best suited to the competitors.
Incorporation of the like content strategy would thereby help in creating needed
consumer hype.
In case of an e-commerce firm, it is firstly required to identify the product categories that
have become outdated for the competitor firms. The SEO team can thereby focus on
identifying and thereby in using the right type of backlinks based on matching the same
with concerned product/service pages (Ferguson, 2019).
References
Academic Conferences and Publishing Limited, 2017. ECSM 2017 4th European Conference on
Social Media. United Kingdom: Academic Conferences and publishing limited.
Dibenedetto, M.-H., 2018. 5 Steps To Maintaining a Consistent Brand Voice On Social Media.
[Online] Available at: https://medium.com/@moondustagency/5-steps-to-maintaining-a-
consistent-brand-voice-on-social-media-7030300bb2e1 [Accessed 22 August 2019].
Ferguson, R., 2019. Why collaboration is king: How to synchronise for strategic link building.
[Online] Available at: https://builtvisible.com/why-collaboration-is-king-how-to-synchronise-for-
strategic-link-building/ [Accessed 25 August 2019].
Gregorio, J., 2019. How to Choose the Best Digital Marketing Channel for Your Business.
[Online] Available at: https://digitalmarketingphilippines.com/how-to-choose-the-best-digital-
marketing-channel-for-your-business/ [Accessed 23 August 2019].
Huysveld, P., 2017. The Ultimate Survival Guide for Business in Japan (couverture souple).
United States : Lulu.com.
Santora, J., 2019. 9 Best Ways to Collect Customer Feedback on Your Website. [Online]
Available at: https://optinmonster.com/best-ways-to-collect-customer-feedback/ [Accessed 25
August 2019].