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    Digital Marketing-Prof Krishanu-Session 8-Case Study

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    Shubham Arora
    Digital marketing is the next level of marketing called Marketing 4.0. Cox & Kings, an established travel company, needs to use digital media to change perceptions and promote Thailand as a safe destination for women travelers, especially for spas and wellness. There are four key stages to developing an effective digital media plan: 1) selecting appropriate channels, affiliates, content creators and customers; 2) designing communications programs around messages, structure, format and source; 3) selecting an optimal channel mix; and 4) allocating budgets across channels.

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    Digital Marketing-Prof Krishanu-Session 8-Case Study

    Uploaded by

    Shubham Arora
    70 views15 pages
    Digital marketing is the next level of marketing called Marketing 4.0. Cox & Kings, an established travel company, needs to use digital media to change perceptions and promote Thailand as a safe destination for women travelers, especially for spas and wellness. There are four key stages to developing an effective digital media plan: 1) selecting appropriate channels, affiliates, content creators and customers; 2) designing communications programs around messages, structure, format and source; 3) selecting an optimal channel mix; and 4) allocating budgets across channels.

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    Digital marketing is the next level of marketing called Marketing 4.0. Cox & Kings, an established travel company, needs to use digital media to change perceptions and promote Thailand as a safe destination for women travelers, especially for spas and wellness. There are four key stages to developing an effective digital media plan: 1) selecting appropriate channels, affiliates, content creators and customers; 2) designing communications programs around messages, structure, format and source; 3) selecting an optimal channel mix; and 4) allocating budgets across channels.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    70 views15 pages

    Digital Marketing-Prof Krishanu-Session 8-Case Study

    Uploaded by

    Shubham Arora
    Digital marketing is the next level of marketing called Marketing 4.0. Cox & Kings, an established travel company, needs to use digital media to change perceptions and promote Thailand as a safe destination for women travelers, especially for spas and wellness. There are four key stages to developing an effective digital media plan: 1) selecting appropriate channels, affiliates, content creators and customers; 2) designing communications programs around messages, structure, format and source; 3) selecting an optimal channel mix; and 4) allocating budgets across channels.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 15

    Digital Marketing

    The next level of Marketing 4.0

    Session 8: Case Study: Digital Media: Planning Stages: Prof. Krishanu Datta
    Case discussion CD

    Case Study
    Case Application: Use the 4 key digital media planning stages
    CD
    The Client Case discussion

    COX & KINGS LTD., set up in 1758, is one of the longest established travel
    companies. Headquartered in India, the holiday and education travel group has
    subsidiaries in the US, Canada, the UK, Netherlands, the UAE, Japan,
    Singapore, Australia and New Zealand. Cox & Kings Ltd. has operations spread
    across 22 countries and 4 continents.

    Historically, Cox & Kings Ltd. has been an army agent, a travel agent, a printer
    and publisher. Its core activities now include the sale of packaged holidays for
    leisure travel.
    The problem statement Case discussion CD

    The Thailand Tourism board had a problem. Overtime, Thailand has built a certain
    reputation. While it was driving in tourists, it was also alienating some sections -
    especially women travellers, in groups or solo. Preconceived notions about the
    destination deterred women travellers from indulging in certain experiences such as spa
    and wellness.

    Thailand has an amazing array of Spa and wellness services, either standalone or as part
    of hotel establishments which are safe, luxurious and provide a top-notch experience.
    Yet, these were not fully utilized by women travellers, including those from India.

    Thailand desperately wanted to change perceptions, let women travellers know about all
    that it has to offer and above it all, pitch it as a safe destination for women to indulge their
    senses.
    Case discussion CD

    Case Study Tool Kit


    Case Application: Use the 4 key digital media planning stages
    ASCOR : Digital Marketing Framework (DMF)
    4 key digital media planning stages
    A - Digital media planning: core elements

    • 4 key elements to create specific


    media plans
    • Channels
    • Affiliates
    • Content creators
    • Customers

    • Affiliates: a partner network in the


    same industry to obtain leads,
    conversions at an agreed price.

    • Customers:
    • Customers or/& Influencers
    • Paid for loyalty: discounts, freebies, points
    B – Design communications program

    Message Content Message Structure Message Format Message Source


    (What to say?) (How to say it logically?) (How message will be shared?) (Who would say it?)

    • Objective • Impact the audience: • Creative strategy & idea • Credibility


    cognitive, affective or
    • Target audience /personas behavioral • Storytelling/Narrative • Level of perceived expertise

    • Buying criteria • Brand voice • Use of images • Personal motivations

    • Value proposition • Brand tone • Use of words • Trust factor

    • Feeling after exposed to • Message framing • Use of audio • Formal sources: Product
    content experts, Celebrity
    • Order effects • Use of video
    • Informal sources: Family,
    • One-side Vs Two-sided msgs friends, peers, colleagues
    C – Select channel mix
    C – Select channel mix
    D – Allocate budget across channel mix
    Affordable method Competitive parity method
    • What firm thinks it can afford • Mapping budgets to similar
    • Cost based approach products/category or PLC
    • Resources & constraints of competition might
    not be the same

    Percentage of sales Objective & task method


    • % of current or anticipated sales • SMART objective based
    • Limits aggressive budgets to tap • Cost of performing the tasks/ results
    market opportunities • Total of all these costs = budget
    • Assumptions & calculated approach

    Key considerations for digital marketing budgeting


    • Stage with respect to 6S framework
    • B2B or B2C business model (Self-funded, investor funded budgets)
    • Growth imperatives (business goals)
    • Prior experience & channel knowledge
    • Prior partnerships across channels & affiliates
    Digital media classification of promotion types

    The key difference in planning media for digital channels from traditional offline planning is the presence of
    owned media. Firms in the earlier era had no possibility of owning media and the only form of owned media.
    Digital channel communication mix matrix

    X Axis: Message orientation:

    • The key objective of the promotion


    • Awareness/engagement orientation
    • Purchase/conversion orientation

    Y Axis: Communication type:


    Type of communication taking place in a channel:
    • Static type of communication
    • Dynamic type of communication (real-time)
    Prof. Krishanu Datta
    Digital Marketing
    MS Teams: [email protected]

    ________

    Krishanu Datta
    CEO & Ideas Partner at Communifix Communication Pvt. Ltd.
    Brand Strategy I Creative I Digital Marketing I Content I Films & Videos

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