PTUK Course (2): Introduction to E-Marketing (Digital Marketing), ( E-Marketing)

Goal Setting and Tracking

• Brand-building campaigns: focus is on building brand awareness, brand consideration and brand preference. Typically longer-term campaigns.

• Direct-response campaigns: focus is on increasing immediate purchase intent, also known as sales activation. Typically shorter-term campaigns. Digital media increase options to gain immediate opt-in to communications or sampling with the aim of nurturing to sale.

• Brand-response campaigns: focus is on brand building, blending direct-response components to encourage opt-in, trial, consultation or purchase.