The document outlines the fundamentals of digital marketing communication, emphasizing the importance of tailoring messages to the target audience and the integration of technology in achieving effective communication. It details the components of a marketing communication strategy, including the development, execution, and evaluation of messaging across various channels. It also introduces criteria for assessing the effectiveness of communication strategies and discusses the messaging elements such as content, structure, format, and source.

1. C H - 6 , P U N E E T B H A T I A – F U N D A M E N T A L S O F
D I G I T A L M A R K E T I N G
Digital Marketing
Communication mix
Made by – Priyanka Gautam

2. Digital Marketing Communication Mix
 Aims at designing the specific message to be targeted
to chosen audience, the format and manner in which
the marketer would want to receive it.

3. Benefits of combining technology & communication
 Knowledge of customer preferences
 Communication on preferred channels
 Personalisation based on prior brand interactions
 Promotions based on real-time funnel activity
 Converting from mailing list to a prospect
 Encouraging the prospect to become a lead
 Converting from lead to purchase
 Retargeting to customers who did not buy

4. Elements of Marketing Communication
What elements the company wants it customers to remember & How it
would create the brand image
DRIP MODEL – Chris Fill
 Differentiate : from competitors
 Reinforce : reminding people of their interactions with the brand and
providing reassurance that the brand works better than any other
 Inform : making potential customers aware of the offerings
 Persuade : enticing the customers to buy

5. Steps to Creating Marketing Communications Strategy
1. Researching perceptions to present communication efforts
2. Setting the overall communication/positioning objectives : awareness,
trial and repeat purchase, after image, frequency and variety of use,
promotional incentives
3. Identifying target audiences
4. Detailed primary and secondary communication channels
5. Developing the communication message/creative plan for each
channel
6. Executing the communication strategy : 1) above the media line, 2)
below the line media & 3) through the line media
7. Evaluate and refine communication strategy on an ongoing basis

6. Criteria for Judging communication strategy (4C criteria)
 Cost : comparison of campaign costs & wastage involved
 Clout : campaign’s reach quality (the no. Of people it can
impact)
 Credibility : trust factor in terms of content and medium
 Control : control marketers have to target and ability to
adjust messages to suit individuals

7. Developing Communication Messaging
1. Message Content : what to say
 Product presence
 Brand image & reputation handling
2. Message Structure : How to say it logically?
 Cognitive/affective/behavioural
 Brand voice – depicting the personality element of the brand
 Message tone
 Character/persona – friendly, warm, inspiring, playful, authoritative
 Tone – personal, humble, clinical, honest, direct, scientific
 Language – complex, savvy, insider, serious, simple, fun, whimsical
 Purpose – engage, educate, inform, enable, entertain, sell, amplify

8.  Message framing : positive manner (product’s benefits) or negative
manner ( to induce fear) e.g. Need to use helmets
 Order effects :
 the first and last messages are more likely to be seen and retained than
those in between
 Listing of product attributes also matters as consumers have less time
to scan through them
3. Message format : How the message will be shared?
 taking a decision on method of presentation of the message
 Word usage
 Communication story
 Use of images
 Audio
 Video etc.

9. 4. Message source : Who would say it?
 Source credibility : perceived expertise, knowledge of the
source, the degree of trust that can be placed on the source,
etc.
 Types –
 formal sources : organisation, firm celebrity endorsements,
product experts, and (are more credible)
 Informal sources : family, friends, peers, colleagues, and other
social groups

10. Communication mix across digital channels
Dynamic Landing Page
Content, SMS Activation
Messages,
Infomercial(video), Rich
media ads for engagement,
customer support
Search Engine Marketing
Ads, Display Ads, Mobile
App Ads, Mobile app ads,
direct marketing, affiliate
links, remarketing
Blogs, Website content,
webinars, social media
posts, e-mail for
information, PR Articles
Coupon affiliation sites, e-
mail for promotions,
loyalty discounts
Message Orientation
CommunicationType
Dynamic
(Real Time)
Static
(Passive)
Engagement Oriented Conversion Oriented
Digital Channels Communication Mix Matrix

11.  Engagement oriented static
 Engagement oriented dynamic
 Conversion oriented static
 Conversion oriented dynamic

12. Thank You