Concept to Consumer: Creating a Digital Marketing Campaign

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Join Dr Joe Hazzam from Staffordshire University for this exciting Subject Spotlight which looks in detail at creating a successful digital marketing campaign. In episode one, Joe explores what digital marketing is and outlines some of the key benefits and challenges of using digital marketing. He then goes on to explain some of the key characteristics and elements that make up marketing campaigns, and why they are integral to the process. In episode two, Joe looks at how marketing strategies are developed, identifying some key styles of strategy, common components, and deciding factors that help shape an overall campaign. In episode three, Joe looks at the various ways in which digital marketing campaigns are communicated to the consumer. He identifies some of the main characteristics of digital media before outlining some of the platforms where consumers may see marketing campaigns. In the final episode, Joe offers an alternative perspective on the term ‘media’, discusses the different ways that a business can utilise media to generate recognition from consumers, and then sets you an activity that encourages you to research some well-known brands in a variety of sectors and determine what their output is in terms of media.