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Digital marketing is a new concept.

Digital marketing is a new concept. It involves special marketing methods based on any available media platforms that attract customers. Today digital marketing is not a luxury but a necessity.

Business community keeps arguing about digital marketing. Here are several essential assumptions related to digital marketing:

  • When we say “Digital” it does not mean a media channel but a support technology.
  • People care little about advertising, but they care about what is interesting to them. They should not be annoyed by intrusive messages. They would react better to issues they are interested in.
  • Investment only makes sense if it’s long-term. Thus, investments should be channeled into stable and lasting projects.
  • It’s useless to force people discuss your issues. Better listen to them and subtly guide their discussion.
  • Consumers prefer when all preliminary work has been already done for them.
  • Even interim results of a marketing campaign should yield profit.
  • Don’t be too serious. Have fun!

Large buildings are an ideal platform for digital marketing. A museum, sport stadium, concert hall, medical or trade center – all these buildings attract large numbers of people and should be able to provide useful and timely information to customers. No paper advertising will ever be enough. The essential tasks are:

  • People should not get lost in huge building. Therefore an easy visual information about their position must be supplied in time.
  • Informational content must be flexible and dynamic.
  • Digital advertising means minimizing expenses for advertising materials (paper, posters, leaflets etc.).
  • Multiple use of advertising carriers, integrated system of communication channels.
  • Transparent and easy evaluation of marketing campaign.
  • Protection of marketing expenses and guarantee of maximum advertising efficiency.

All this is what digital marketing is about. Additionally, media tools affect customers positively without annoying. They are located at point-of-sales and create an important supportive role in strengthening resolution to buy. Digital signage technology has proved beyond any doubt its usefulness in attracting repeated visits and purchased from satisfied customers.

We should stress that digital signage as part of digital marketing is an innovation in the service sphere. The influence on purchasing patterns is high and the communication is more effective compared to other means of led advertising. Thus, more and more advertising should be channeled to digital carriers to improve sales figures.

Media planning today

Media planning is as essential part of marketing campaign. To invest smartly it’s necessary to first answer the question: “How to make fast ROI (Return-on-Investment)?” media planning facilitates this task.

The term “media planning” appeared in 1994 during a two-day seminar conducted by a research center “V-ratio” at the Institute of Sociology at the Russian Academy of Sciences. Briefly, a media planning is a plan of accurate placing of advertising display. It answers the questions Where When and How the advertising should be presented to customers? What potential audience will be covered and What resources should be spent? In other words, we are talking about optimal marketing budget in selecting most efficient marketing channels. Proper media plan takes into account numerous factors specific to this or that media space. When based on thorough research and reliable secondary information media planning may be well targeted and effective.

Rating is the primary concept in media planning that includes estimate of the potential audience size. Coverage is another essential term that related to marketing efficiency and reaching the target audience. The higher the coverage the more effective is the advertising message. Coverage relates to a potential audience while another concept “reach” describes the audience that has actually been affected.

Media planning is a relatively young science. It already operates a set of indices but is still open to wide interpretations. There is an opinion that media planning is only as useful as it is understandable.

The non-standard approaches to audience coverage prove to be the most effective today. A good example is the media façade of a Cocor Shopping Center in Bucharest, Romania. This large media façade of 3300 sq. meters offers both advertising, commercial and entertainment content on multiple LED screens. It was estimated that monthly this façade is seen by 5.8 mln eyes of drivers passing by along the eight-lane road. Depending on the traffic density the length of contact differs from 40 seconds to 3 minutes. Half of all broadcasts was given to local and national news: anniversaries, calendar holidays, cultural events, news about traffic conditions etc. The rest of the time is for commercial advertising. Content control system allows to show high-resolution promo-commercials on all LED screens in a synchronized manner.

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