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1 Oxford Professional Education Group Ltd

Integrating Digital Media and Branding

Integrating Digital and Offline Communications


Learning Outcomes

• Appraise the interaction between digital and offline communication in meeting communication/advertising objectives.


The Changing Marketing Environment

Fragmenting Media

Diversity and complexity of choice

Multi-channel and omnichannel

Accountability Role of marketing

Corporate SocialResponsibility

Proliferation of digital media

Development & use of technology

Marketing

Converging Technology and Media

Increased data and analytics


Converging Technologies and Media• Technological convergence is the tendency for different technological systems to

evolve toward performing similar tasks.

• Traditionally, there was a split between paper-based, computer-based and mobile communications – technology changes have presenting the blurring of these lines.

• Media convergence blends multiple media forms into one platform for the purpose of delivering a dynamic experience.

• It merges mass communication outlets, such as print, TV, radio and the internet along with portable and interactive technologies through digital media platforms.

• Media convergence enables further opportunities for organisations to engage with their audiences.


Differences Between Traditional and Digital Media

TRADITIONAL MEDIA DIGITAL MEDIASpace Expensive Commodity Cheap, unlimitedTime Expensive commodity for

marketersExpensive commodity for users

Image Creation Image most important, information is secondary

Information is most important, image secondary

Communications Push, one-way Pull, interactiveCall to Action Incentives Information (incentives)

Chaffey and Ellis-Chadwick (2015)


Digital TV• When it comes to web TV, the change is primarily being driven

by two factors.— The mass adoption of broadband in UK homes.— The choice and control afforded by digital TV technology.

• Key trends include:— Rise in tablets usage enabling an additional way to watch online TV and

video content— Web-enabled TV and gaming platforms sets— Streaming TV and film services (Netflix, Amazon Prime)— Watching TV on the move (Sky Go, BBC iPlayer, ITV Player)


Multiple Devices are Now Used to Watch TV


TV On-Demand• TV on-demand offers viewers more choice and convenience – providing

a method to catch up on TV, act on a recommendation or explore TV archives.

• There are three main types of on-demand TV delivery:— Internet Protocol Television (IPTV – such as BT Vision)— Local storage (through Sky+ boxes) — Via the web (YouTube)

• Technologies presenting new advertising formats:— Pre, mid and post roll adverts— Lower third adverts— Live Buy— ‘AdSmart’ – available through SkyPlayer, supplies targeted advertising

based on viewing habits.


Benefits and Limitations of Web TV Advertising Benefits• No limits or restrictions with the

number of adverts that can be shown (unlike linear).

• Greater targeting options. • ‘Clickability’ of adverts

(encouraging further research or purchase).

• Incremental reach. • Viewer still has to view some of

advert before content.• Low cost access to special TV

events.

Limitations• Likely to be solo viewing – no

talkability of adverts seen.• Screen can be smaller if watching

through mobile or PC – picture quality can be poor.

• User may not always have the sound on.

• Irritability of having to watch advert before content is view could have negative effect on brand.


Digital Radio

• Digital radio services are available via a number of different platforms including:— DAB digital radio, — Digital television (Sky, Freeview, Virgin Media, Freesat)— Via the internet (fixed and mobile devices)

• Radio and online can be integrated well as part of a digital campaign due to the high number of uses listen to radio online.


Combining Radio and Online• Radio and online can combine push and pull to reach out and engage

consumers and fulfil brand interactions.• Benefits of using radio and online media together:

— Future growth: online and radio are the only media predicted to grow audiences in the future.

— Size of opportunity: 50% of people listen to the radio when online each week.

— Online and radio provide complementary rational and emotional benefits: online is perceived as a channel for assisting people in finding what they want, when they want, whereas radio is perceived as offering the ‘human touch’.

— Radio and online are a ‘social connectivity’ media: both provide connection with people’s social communities but on different levels.


Digital Outdoor

• Previously, posters and point of purchase material needed manual intervention

• Digital outdoor sites mean campaigns can be updated in real-time

• ‘Place-based media’ allows allow consumers to engage with advertisers, either to play a game or download a voucher


Mobile Marketing

Mobile Marketing can include:• Simple SMS marketing message• Wireless Bluetooth technology in specific locations• Branded mobile websites• Branded Apps• Communicating with the customer via a mobile device!

• Mobile marketing is primarily about customer acquisition, retention and brand building.

• Communications should be contextual: based on time, location, need and the individual as well as demographic.

• Organisations need to consider their audience and what form of mobile marketing is applicable for them


Mobile: Combining Offline and Online Communications• Mobile coupons

— Can drive online traffic offline, with redeemable in-store vouchers.

• 2D Barcodes (QR codes)— Consumer can ‘scan’ a barcode print

advert and be directed to a website.— Barcodes can be used as vouchers as well

giving discounts.

• Mobile Apps— Can be used to enhance the in-store retail experience, such as stock, product

comparisons etc. — Enable push marketing messages

• Local mobile advertising— Opportunities for organisations to advertise when a mobile user is in a certain

location – for example, in-store or near store.


Location-Based Marketing

• Location-Based Marketing (LBM)delivers multi-media directly to the user of a mobile device dependent upon their location via GPS technology.

• Potential uses and benefits:• Organisations can reach customers in-

store and on the move. • Can vary offers based on weather,

sales, focus.• Social sharing opportunities.


Location-Based Marketing • Location-based marketing relies on:

— Smartphones that allow users to access rich internet features wherever they are

— GPS (global positioning system) technology that enables services to pinpoint the locations of mobile devices and businesses.

— You also may enable ‘push notifications’ from apps downloaded or share your location through social networks (Facebook Places, Foursquare)

• Potential uses and benefits:— Reach customers in-store and on the move — Can vary offers based on weather, sales, focus.— Customers can find you easily.— Social sharing opportunities.


Using Traditional Media to Drive Traffic to a SiteRange of response mechanisms for offline media:• Home page – easiest and likely to be most memorable, but can

be hard to track ROI.• Microsite of landing page – directing consumers to a landing

page on the site (such as www.dialaphone.com/tv) . Can help measure responses, but can be difficult to remember .

• Microsite/campaign URLS (CURLs) – using specific campaign URLs, such as www.underdog.co.uk, which can be easy to remember and can help measure responses.

http://www.dialaphone.com/tv

http://www.underdog.co.uk/


Using Traditional Media toDrive Traffic to a Website

Traditional Media

Quality • Can provide high levels of brand awareness through high-impact ads• Can create an emotional connection with the brand through sounds and visuals• Can provide an explanation of the online value proposition of the brand• Less detailed information can be provided• Cluttered environment

Time Offline communications generally have a longer lead time than online

Flexibility • Little opportunity to personalise information• Less interactive experience compared to online

Coverage • Offline methods offer high levels of reach and some ability to reach niche audiences (through increasingly fragmenting media)

• Can offer high levels of message frequency

Cost • Generally much higher than online and a lower ROI• High wastage

Adapted from Chaffey, and Ellis-Chadwick, 2012


Benefits of Using Offline Communications to Support Digital Campaigns

Offline communications are most effective in achieving four critical things:• Reach• Brand awareness• Emotional connection with the brand• Explanation of the online value proposition


Issues in Offline Communications to Encourage Online Usage• Higher cost – ROI for online tends to be higher than offline methods. • Higher wastage – online marketing can be effectively tracked to give

a true picture of ROI.• Poorer targeting – targeting by behaviour, location, time and

keyword, site content is readily possible online but not always offline (except with direct marketing).

• Poorer accountability – can be more difficult and expensive to track responses.

• Less personalised – Cookies can be personalised, leaflets can’t.• Less interactive experience – most offline communications are one-

way, but interaction is possible online.


Integrating Communications

• Integrating communications received through different media are more effective at achieve objectives.

• Benefits of integrating communications can be outlined in the 4 C’s:— Coherence— Consistency— Continuity— Complementary


About The Oxford College of Marketing

The Oxford College of Marketing is part of the Oxford Professional Education Group and is a leading marketing institute that provides exceptional practical marketing courses, qualifications and bespoke training solutions. We offer a range of professional sales and marketing qualifications, including; Chartered Institute of Marketing (CIM), CAM foundation, Institute of Sales and Marketing Management (ISMM) and University of California Irvine Extension (UCI). Our training courses are delivered through an extensive network of UK study centres and global partners as well as through our comprehensive online learning system to support our large number of distance-learning delegates. To find out more how we can help develop your marketing career, visit us at www.oxfordcollegeofmarketing.com You can also get in touch directly by emailing [email protected] or by calling +44 (0)1865 515255.

http://www.oxfordcollegeofmarketing.com/

mailto:[email protected]

mailto:[email protected]


Bibliography• Chaffey, D. and Ellis-Chadwick , F. (2015) Digital Marketing: Strategy, Implementation and Practice.

Sixth edition, Harlow, Pearson.

• Thinkbox (2015) TV is Everywhere[online]. Available at: https://www.thinkbox.tv/Research/Nickable-Charts/VOD-and-devices/TV-is-everywhere [Accessed 10 June 2016]

https://www.thinkbox.tv/Research/Nickable-Charts/VOD-and-devices/TV-is-everywhere

