Semester Two: Digital Marketing in action – An integrated approach.

The previous posts have reiterated the importance of digital marketing strategies for E-commerce companies, whether developing Pay per click campaigns or YouTube video’s it is vital to combine all aspects of a digital marketing strategy together. Modus Novels have created an integrated marketing campaign, one which creates a seamless experience for its target market to interact with the Modus novels brand, by combining all aspects of marketing communications; such as advertising, promotion, and social media together (Data and Marketing Association, 2017).

The focus to the integration are the social media channels. Here all created marketing content will be featured, ensuring uniformity across the platforms of Facebook, Twitter, and Instagram.

  1. Branding

Across all platforms, Modus Novels ensured Branding was maintained the same. Branding can include logo’s, banners and colour schemes (Kotler and Armstrong, 2001). This was done to ensure uniformity across pages, which will enable visitors and consumers to easily recognise and identify the Modus Novels brand across platforms.

Facebook

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Twitter

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Instagram

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2. Integrating content

To ensure integration across platforms, Modus Novels promoted their advertising and marketing communications content; including pay per click campaigns and YouTube videos, within their Facebook and Twitter pages. The decision was made not to promote banners (PPC) and YouTube videos on their Instagram page, as this would not fit with the purpose of Instagram, due to it being an image and aesthetics focused platform.

Facebook

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Twitter

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3. Ensuring diversity

To ensure content was diverse and engaging across their Facebook and Twitter platforms, Modus Novels ensured they did not only post content they created for the benefit of business promotion. For instance, they re-tweeted and shared current news in the fashion and design sector which is intended to create diverse posts which their target audience will find interesting and engaging. This tactic proved successful as it allowed Modus Novels to become more visible to the target audience, resulting in additional followers on their Twitter feed. However, due to this being an educational project where feeds were not maintained as regularly as if it were a real business, followers were lost.

Facebook

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Twitter

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4. Instagram 

Instagram was selected as a third social media page for Modus Novels, as it was highly popular with their target market and provided a creative challenge for business owners. Instagram is a platform highly based upon visual and photographic appeal (DeMers, 2017), which is why re-blogging/sharing news content and promotional videos are least effective and appealing on this platform. Instead Modus Novels chose a different approach to Instagram. The chosen approach maintained branding decisions in logo’s but furthered the brands approach to clean minimalist imagery in promoting their products. Which is a popular current trend on Instagram and within the design sector (Rao, 2014). Critically this was a successful approach as posts received positive likes, however the infrequency of posting (due to this not being a real business) resulted in losing any gained followers. 

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To conclude Modus Novels integrated marketing strategy was effective at increasing brand awareness and visibility, however critically due to the infrequency of posts there was a lack of generated support with the target market, who often unsubscribed or unfollowed if they did not view regular content. Critically however Modus Novels is a fictional business for educational purposes only. If it were a operating business Modus Novels would have ensured posts were sent out at least every two hours (between 8am and 9pm) to maintain contact and engagement with the target audience.

References

Data and Marketing Association. (2017). Integrated Marketing Definitions – Definition of Integrated Marketing | thedma.org. [online] Available at: https://thedma.org/membership/member-groups-communities/integrated-marketing-community/integrated-marketing-definitions/ [Accessed 23 Apr. 2017].

DeMers, J. (2017). Forbes Welcome. [online] Forbes.com. Available at: https://www.forbes.com/sites/jaysondemers/2017/03/28/why-instagram-is-the-top-social-platform-for-engagement-and-how-to-use-it/#107239a36bdc [Accessed 23 Apr. 2017].

Kotler, P. and Armstrong, G. (2001). Principles of marketing. 9th ed. Upper Saddle River, N.J: Prentice Hall, p.469.

Rao, M. (2014). These 17 Minimalist Instagram Accounts Are Pure Eye-Candy. [online] The Huffington Post. Available at: http://www.huffingtonpost.com/2014/12/08/best-minimalist-instagram-feeds_n_6256938.html [Accessed 23 Apr. 2017].

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