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Digital Marketing - Study Notes:

Marketing channels are often divided into online (or digital) channels and offline (or traditional) channels. However, all channels can complement each other. Offline channels can support digital media, and digital can add value to your other media activity, such as TV, radio, outdoor, and press.

For larger campaigns with an offline element, we can look to integrate digital media to amplify and enhance performance across other (offline) channels. TV is definitely one of the strongest mediums that digital can support. Many viewers sit down in front of the TV, while using social sites from their mobile device. This ‘dual-screening’ presents an opportunity to enhance performance.

In this instance, there are two key tactics that can be implemented.

Trans time mapping

The first is trans time mapping. When you buy a TV commercial, you are given very specific times and channels for when it will be shown. These are called trans times (or transmission times). If you ensure TV audiences are targeted with both your creative and search activity to support the TV commercial during those times, two things can occur.

  • Users are more likely to click on social content or search for your product. And…
  • There is a higher recall of your TV creative.

Hashtag integration

The second technique is hashtag integration. Suppose your TV commercial has some social media activity built around it. In other words, you hope to use social media to create some conversation about it. If your hashtag is clearly listed at the end of the TV commercial, it will give audiences the correct hashtag to participate.

The same applies to radio, print, and outdoor advertising.

Note: QR codes are often used on offline content to easily connect consumers to digital content.

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Julie Atherton

Julie is an award-winning digital strategist, with over 30 years’ experience. Having worked both agency and client-side, she has a wealth of knowledge on delivering marketing, brand and business strategy across almost every sector. In 2016, Julie set up Small Wonder. Drawing on her past experience, she now supports a wide range of businesses, from global brands, to educational organisations and social enterprises.She is the author of the book, Social Media Strategy which was a top read chosen by Thinkers360. You can find her on X and LinkedIn.

This guide draws your attention to the specific modules and lessons that you need to focus on to prepare effectively and ensure success in your recertification exam.

ABOUT THIS DIGITAL MARKETING MODULE

Digital Marketing Strategy
Julie Atherton
Skills Expert

This module identifies the core components of an effective digital marketing strategy, and the role AI can play in strategy development. It also explains how to develop an effective budget plan and measure the ROI for digital activities. It covers how to set clear and actionable objectives and measurable KPIs, as well as the key research activities to undertake to guide channel selection and messaging. And it explains how to develop a creative strategy based on campaign research to engage an audience and deliver on campaign goals. The module concludes by explaining how to execute a digital marketing strategy supported by a channel plan, a paid media plan, a campaign action plan, and succinct strategy documentation.