Digital Campaigns & IMCs
Integrated Marketing Communications (IMCs) is a marketing mix that unifies several marketing communication approaches to deliver a consistent marketing message to consumers. (The DMA, 2018)
Digital campaigns have been on the rise, and brands are shifting their focus from traditional media to digital media. There are many examples of successful digital campaigns.
Like Coca Cola's.
Here are some types of digital campaigns marketeers use.
1. Social Media Marketing
Social media marketing is the use of social media to reach out to a vast amount of audiences. It includes the usage of platforms like Facebook, Instagram, Twitter, and SnapChat. What one posts on social media is crucial; one wrong message or one inappropriate picture has the potential of going viral, and damaging years of branding and reputation.
Pros:
Lower Cost
Many social media platforms do not charge to create accounts. Digital campaigns done by a professional marketing agency costs approximately $4,000 to $7,000 monthly which is significantly cheaper than traditional media such as billboards and television advertisements.
Potential Reach
In 2019, it is estimated that there will be around 2.77 billion social media users around the globe (Statista, 2018). This is almost 1/3 of the world's population! People on social media comes from various walks of life from a number of different countries. Social media marketing reaches one of the highest number of audiences.
Big Data
Social media posts usually garner many discussions in the comments section. These include valuable information such as how users perceive the brand, users' usage of product, feedback and suggestions. From these data, brands can understand more about the needs of their target market and how to better market their products to them,
Cons:
Time Intensive
Social media marketing relies heavily on brand's interaction with customers. Social media teams are required to respond quickly to customers' comments on their posts from all around the globe (Think time difference).
Malicious Users
There are internet users who will leave negative feedback and ratings for brands without a valid reason. They could be competing brands, or simply internet trolls. The bad reviews tarnish brands' reputation, and affect the brand perception of genuine customers.
2. Content Marketing
Content marketing is delivering quality content to users. The main purpose is not to advertise, but to build relationships with customers, and to position themselves as the Top Of Mind Awareness (TOMA) in consumers' minds.
Pros:
Build Brand Awareness, Trust and Loyalty
Content marketing is designed to evoke an emotional response from the chosen audiences. When the content resonates with the audiences, the audiences are likely to notice the brand, and follow it. Trust and brand loyalty would be slowly developed, establishing a relationship.
Cons:
Time and Cost
Many skills and resources are required to create quality content. There are usually plenty of hidden costs behind the scenes. Brands would have to conduct research and several attempts at content to know what appeals to their customers the most, and has the most impact on them.
Reach Ad-Avoiding Audiences
Content marketing promotes the brand and not any particular products. The message is about connecting with consumers rather than advertising. This marketing approach can reach audiences who consciously avoid advertisements.
3. Search Engine Marketing
Search Engine Marketing is an internet-based marketing approach that concerns with the positioning of a website in search engines to achieve maximum visibility and increase web traffics to the website.
Pros:
Brand Awareness & Visibility
Showing up at the top of the results page raises brand visibility and exposure. Being 'above the fold', a presence at the top of the search engine results gives the impression that the organisation is a market leader and a trusted source. The majority of web traffic goes to the top few positions.
Cons:
Time and Cost
SEM is money and time consuming. It requires continual and consistent time, money and effort. Results typically take a lengthy time to show. It can get expensive and requires constant investment to pay off.
4. Affiliate Marketing
Affiliate marketing is the engagement of affiliates to promote a brand's products. Affiliates are paid commission when they generate leads and sales. Affiliates are independent and have the freedom to advertise and sell as they wish.
Pros:
Cost Effective
Affiliate marketeers are only paid when they have proven results, whether if its pay per sale, pay per click, or pay per lead. Otherwise, brands do not have to pay for any ad space.
Wide Audience
By placing ads on different affiliates, the brand can reach a range of audiences from all walks of life, giving their products much exposure and recognition. This gives brands the insight on which consumers to focus their marketing efforts on.
Cons:
Misleading Advertisements
Misleading advertisements and false claims of the products on affiliates' websites can negatively impact the reputation of the brand. Therefore, there is a need for brands to choose their affiliates wisely.
High Cost
Cost of commission to affiliates may outweigh the actual revenue earned, causing a loss to companies. There is a need to limit the number of affiliates.
5. Email Marketing
Like its name suggested, email marketing is sending emails to subscribers (who agree to be contacted) updating them on the latest deals and news. The purpose is to foster a relationship with customers and convert potential leads to sales.
Pros:
Conversion Rate
A link that indicates a new promotion or product launched would allow interested customers to click on it and follow the call-to-action immediately, which encourages purchases. Being kept updated on the company's activities helps in building a relationship between the brand and the customers.
Flexibility
Many email marketing automation platforms (such as MailChimp) has an inbuilt web analytics software to identify keywords (subject line suggester) and craft automated emails. Marketeers can easily test different copies, subject lines and designs to for the most ideal copy, to optimise their campaigns. It is even possible to create personalised emails for customers.
Cons:
Spam
Customers who sign up for the emails may lose their interest in the brand and products, causing them to regard the promotional emails as spam mails. Frequent and irrelevant emails are likely to irritate customers, and pushing them to unsubscribe.
Conclusion
The different marketing strategies have their own set of advantages and disadvantages. Choosing the strategy that is best for the business is crucial. Incorporating these digital marketing approaches to the IMC will create a omni-channel experience that is focused on a seamless personalised approach for the customers.
Sources
https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-content-marketing
https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-email-marketing
https://thedma.org/membership/member-groups-communities/integrated-marketing-community/integrated-marketing-definitions/
https://digitalmarketingphilippines.com/the-pros-and-cons-of-social-media-marketing-for-business/
https://blog.thesocialms.com/types-of-digital-marketing-consider-strategy/
https://www.sparklogix.com/9-types-of-digital-marketing-and-how-to-use-them/
https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
https://www.business2community.com/content-marketing/7-pros-and-cons-of-content-marketing-0266634
http://www.benchmarkemail.com/blogs/detail/pros-and-cons-of-affiliate-marketing
Hey there! I am an undergraduate marketing student, I do not claim to have any great knowledge or foresight in this area, as I still have a great deal to learn. These posts are part of an assignment I am doing, and they solely reflect my personal opinions and thoughts. If you have any take on this, please do comment below to let me know! Thank you!