User:Hannah.hrm/Advertising campaign

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With advancements in digital communications channels, marketing communications allow for the possibility of two-way communications where an immediate consumer response can be elicited. Digital communications tools include: websites, blogs, social media, email, mobile, and search engines as a few examples. It is important for an advertising campaign to carefully select channels based on where their target consumer spends time to ensure market and advertising efforts are maximized.Marketing professionals should also consider the cost of reaching its target audience and the time (i.e. advertising during the holiday season tends to be more expensive).

 Social Media 

Social media platforms such as Facebook, YouTube, Instagram, TikTok, Snapchat, Twitter, '''and more are used regularly to pursue advertising endeavors. These platforms use different dimensions of engagement to appeal to their target audiences and this results in different levels of consumer engagement. Different functionalities and characteristics of social media platforms result in different consumer experiences on each site. Current research demonstrates that each digital platform is experienced in a unique way resulting in varying levels of marketing influence. Overall, consumer-generated social media communication has been shown to have a positive influence on both brand equity and brand attitude, which was proven to directly correlate to a positive influence on purchase intention.'''

'''Along with more modern marketing communications to consumers through social media platforms, comes new ways to endorse influencers as a component in marketing strategies. Celebrities have been used over generations to influence a target audience to buy products. In recent years, research shows that consumers identify more with influencers than celebrities and trust influencers more than they do celebrities. With the new generation of advertising through social media, using an influencer as a product endorser could potentially increase advertising effectiveness.'''

When considering touch points in an advertising campaign a brand looks for Multi-sensory touch points. These touch points help the brand to develop a point of contact between themselves and the consumer. Modern day advancements in various forms of technology have made it easier for consumers to engage with brands in numerous ways. The most successful touch points are those that create value in the consumer and brands relationship. Common examples of touch points include social media links, QR codes, person handing out flyers about a particular brand, billboards, web sites and various other methods that connect the brand and consumer. The most effective touch points, as found in Effie Award- winning campaigns, are: interactive (91%), followed by TV (63%), print (52%) and consumer involvement (51%).

Integrated marketing communication (IMC) is a conceptual approach used by the majority of organizations to develop a strategic plan on how they are going to broadcast their marketing and advertising campaigns. Recently there has been a shift in the way marketers and advertisers interact with their consumers and now see it as a conversation between Advertising/ Marketing teams and consumers. IMC has emerged as a key strategy for organizations to manage customer experiences in the digital age, since organizations can communicate with people in more ways than those typically thought of as media. The more traditional advertising practices such as newspapers, billboards, and magazines are still used but fail to have the same effect now as they did in previous years. Current research from studies have shown that no other form of commercial communication shares the same essential elements as the mobile forms, making it unique in its advertising impact.

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