Flood, e al (2013) stated that digital marketing campaigns are different from general marketing campaigns considering the fact that they deliver information in a fraction of seconds through wide arrays of digital media tools like e-mails, scial media tools, ad search engines. Fxall (2005) stated that digital media campaigns require to get connected with customers on an emotional note rather pragmatic. Tere should be emotional connection between the campaign and customers in order to create long term association and value. I this regard, Pocter and Gamble introduced five values to stimulate emotional bond between the customers and brands (Braude, 2014).
I was found that inspiring joy is very important followed by making connection in order to establish a long term association. Frthermore, i was found that encouraging exploration and promoting pride in terms of accepting and appreciating the brand is very important. Fnally, te media campaign should have the appeal and power to change the world through innovative ideas and content. Baude (2014) stated that, i is not important to work on an innovative strategy rather it to work on a strategy that will offer long term sustainability along with the feel of differentiation to create an impact over the buying behaviour of consumers.
Ran and Jones (2013) stated that all touch points and channels through which information is shared should deliver nice experience delighting customers in a significant manner. Ktler (2009) stated that it is important to understand the customers need by conducting a thorough analysis on buying behaviour of consumers through demographic and social assessment. Slomon (1994) stated that defining a digital media is most critical task and appropriate initiatives should be taken while doing so.
Tis will help in planning the campaign in an effective and efficient manner. Plfrey and Gasser (2008) stated that planning concepts should be discussed and assessed by the management in a positive and negative manner. I this regard, i is important to discuss the fundamental planning of digital campaigns in a critical manner. Wber (2007) stated that quantifying goals is very important suggesting that companies should identify their goals and objectives. A the same time, is important analyse which media tools can be used and how much percentage can be allocated to each media. ..
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