Dynamics of a Digital Advertising Campaign

Abstract

This paper discusses the process and challenges of developing and executing a digital advertising campaign. It delves upon the intricacies and relevance of email campaign, blogging, social media campaign, content marketing, search advertising, banner displays and search engine optimization (SEO) in the overall digital advertising campaign. The discussion elaborates the justification for shifting from traditional advertising media to digital advertising, the imperatives of convincing the top management for digital campaign, the rationale for allocating a portion of advertising budget to digital media, the pros and cons of in-house and outsourced digital advertising campaign, the crucial importance of content for digital campaigns, the dynamics of back-end support through an efficient call-centre, and the measures of success of a digital advertising campaign. The practical suggestions and insights shared in the paper are likely to help the marketers in conceptualizing, designing and implementing an effective digital advertising campaign for their firms.