Digital Communication Management - Question & Answers

This article discusses Coca Cola's One Brand campaign, Sensis social media report findings, advertising on social media, content marketing in Australia 2018, marketing brand Telstra, and owned media News Corp in Australia. It also covers the challenges faced by marketers in content marketing and how to overcome content saturation.

Running Head: DIGITAL COMMUNICATION MANAGEMENT
Digital communication management
Question & Answers
Australia
4/17/2018

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Brand Campaign
In January 2016, Coca cola launches the brand campaign “One Brand” through a music
concert. In the event Sewell perform the theme melody featuring the campaign of the
company. In this campaign company launches Coca-Cola, Coca-Cola Light/Diet Coke, Coca-
Cola Zero, and Coca-Cola Life in order to unite the world under one Brand. For this
campaign company teamed up with Avicci in order to develop the song “Taste the Feeling”.
And for the interactive digital experience, company provide a DJ “Gif the Feeling” behind
the music. Other digital marketing agencies Mercado-McCann, Santo, Sra Rushmore and
Oglivy & Mather worked for the campaign with another six digital marketing agencies to
deliver the perfect campaign. In the world of technology advertisers need to improve their
technical practices. To use the opportunity to create some innovative campaigns which
integrate the digital world with the real one, Augmented Reality is very important for the
advertisers.
Augmented reality is a view of real world elements in which the elements are augmented
using graphical effects. Advertisers use the Augmented Reality to increase the engagement of
viewers with their campaigns. Advertisers use augmented reality for different purposes like
three dimensional thinking, primary story telling medium, virtual tours in physical (brick and
mortar shops), extending live experiences, use it as a creative social media tool and
experiencing products in e-commerce settings. In display networks advertises are generally
shown in two Dimensions but using augmented offers a wide range of possibilities for three
dimension display.
Advertisers and marketers, all are telling stories. And augmented provide an immersive
platform for this purpose and make the story telling more effective for the markets.

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In virtual tours of brick and mortar (physical) shops allows the buyers to learn about the
product and services in detail and adds a fun element too.
Sensis social media report findings
On social media I follow many international brands like Nike, Adidas, Puma, CR -7 etc. In
the report it is found that in the beginning there was a hike in the number of followers of
social media advertising by the brands. And then after due to some issues like there are too
many ads, too much content, sometimes too little content brands lose their followers. And I
agree with this report findings as initially there was a good access of the learning about the
new products of different brands. But then after there was a flood of fake brand advertisers
which is very disappointing and I stopped following any brands. These fake brand
advertisements mislead the customers. Sometimes these brands use so many add in irrelevant
to their product which irritates the viewers most. There are some other reasons for customers
to un-follow the brans pages like too much content, irrelevant and unappealing content etc.
for example initially there were only few pages of Nike operated by different store operators
of Nike. And now there are so many pages, by the name of Nike, which are operated by the
fake users to get likes and share which makes the real effort, to know about the product,
waste. Similarly with Adidas sometime there is so much content on the pages, which makes
the customers confused to get the one which is best for them. On the other hand content on
CR-7 page is too little that it is no more useful.
Recently I have stopped following Nike brand on Facebook. I stopped following because
there are too many fake pages which were misleading me to get the information about the
original product. And I spend too much time to know about the product and in the last when I
found that the page I was visiting is the fake one, it irritates and disappoints so much. In
finally I stopped following this brand on Facebook.

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Advertising on social media
The report on the advertising on social media finds that the following results
Attitude towards advertising Agree disagree
I am quite happy seeing ads on social media 34% 41%
I take no notice of ads on social media 53% 27%
I am turned off by brands that advertise on social media 32% 34%
I sometime click on ads I see on social media 43% 44%
I like sponsored posts from businesses I follow on social media 27% 50%
From the above findings I am completely agree because these findings support my motivation
for the same.
I personally don’t like social media advertising of brands for the above discussed motivations
I found in the report. But if the companies interact positively I would love to follow them on
social media.
The findings of the report, on interaction with brands on social media, state that people want
a positive interaction from the brands to build the trust of customers. Companies are making
extra efforts to provide a positive interaction with the customers. Findings of the report also

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show the success of the efforts made by the companies as companies are succeed in reducing
the number of customers who were un-following their social media advertisement.
For example brands like brands are trying to figure out some technical issues to resolve the
problem of uploading same advertisement many times and to build customer trust they are
providing online rating facilities to showcase the brand value and its trustworthiness.
From the end of advertising
Q1 what are the five key reasons for blocking adverts and /or deleting cookies?
A according to the findings of Simon Kemp’s study five key reasons for blocking the adverts
and/or deleting cookies are listed as Focus, Speed, Cost, Security, and Interest.
Focus: study shows that most of the advertisements are designed to interrupt and destruct the
users from what internet user are trying to do and they try to make us visit their page.
Speed: people using internet also dislike it when advertises slow-down their web page
loading speed and results in blocking advertisements from their interested web pages. And
research of Ericson shows that when people suffer from slowly loading web content they
experience the same level of stress that they experience while watching a horror movie or
solving a mathematics problem. This justifies that why internet users are blocking advertises
while visiting a web page.
Cost: according to the studies it is found that majority of web page visitors when suffer from
slow page loading, it reminds them that the advertising company is charging their internet
data and results in thinking of cost users block advertisements on web page. Although most
of the advertising agencies do not charge from internet users but instead of this, they show

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the majority of free content on internet. And this cost factor, especially important for the
developing countries.
Security: people using internet are also afraid for the security of their online activities
irrespective of whether they are related to governments, corporates, or the criminals tracking
their online activities for their behavior. And sometimes internet users are afraid of potential
threats from viruses of malware.
Interest: Simon Kemp states that however, by far, the most common reason for blocking the
advertisements is the interest of the viewers. It is because of its poor, quality, it is intrusive, is
has no target and the adverts are little relevant to their lives.
There are two alternative approaches to deliver the ads which add value to people’s lives.
One is to solve the problem and another is about working on the product with passion.
In solving people’s problems advertisers should help people to solve their problems and help
them addressing the problem that keep people wake at night. This is not like addressing
people that their product will solve or fix the problem but it is about helping people providing
the solution that how they can solve their problems. For example, instead of showing about
how their product is washes their clothes but they should address people that how they should
keep and store their clothes for a better look and life time of their clothes. Another alternative
is to use the advertising for audience centric benefits not the product centric attributes. Like
they can use their passion to help people that how they can do what they love to do. It can
also translate into a large scale activity like Nike participates in sports activities as a part of
its advertising.
Today consumers are controlling system as the digitalization enables them to control on that
they want to see or what they don’t. Digital communication enables the consumers to

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communicate with the marketers for providing their feedback and report the unwanted
content also. By this they learn how to manage their likes and dislikes. Personally I am
engaged with this in digital communication by providing required feedback, rating the
content and manage my accounts to showcase only the content that I like instead of the
unwanted content.
Content marketing in Australia 2018
Findings
 The report on content marketing in Australia finds that most of the content i.e. more
than half of the total, used by the Australian marketers is the social media posts
excluding videos. After that they use case studies and then after there comes the
videos.
 E-mail is the most common format used by the Australian marketers to distribute their
content for marketing purpose. They use E-mail to distribute their other content too.
After the e-mail there comes social media and blogs as the distributive format of the
Australian marketers.
 Australian marketers use social media as their main distribution platform for the
marketing content. In all the different sites of social media Facebook comes at first
place with a number of 93% marketers use it as their main distribution platform.
 When it comes to the effectiveness of any social media platform LinkedIn comes at
first place with a total 64%. Then comes Facebook followed by You-tube.
 When it comes to the format of most commonly used for distribution the “Event
format” of e-mails is the most used format of e-mails for the distribution of marketing
content with a total of 53%.

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Marketing brand
Telstra is one of the successful content marketing brands in Australia and marketing its
business through various means of advertising. Major advertising tools of Telstra are
Search and social advertising: Telstra use social media and search engine sites to showcase
their advertisements.
Display, Banner and Video advertising: like most of the lifestyle and entertainment sites
Telstra also uses Banners, Display Screens, and Video advertising to showcase their products.
Tailored advertising: this is the way of advertising in which people can manage their content
based on gender, age group, and area of interest. This is the most effective medium of
advertising as it is most demanded by people for their comfort.
These ads are visible on different platforms like Facebook, You-tube, and Instagram.
In the current scenario marketers are facing the following content marketing challenges:
 Picking the right medium for their audience
 Lack of resources
 Not Engaging their intended audience
 Having unrealistic time expectation
 Not having a documented content marketing strategy
Content saturation is defined as there is a lot of content available which makes the impact
your own content diluted. To overcome with the content saturation marketers have to work

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on their strategies and their product presentation to the audience. In context to apply a niche
content strategy marketers have to follow these three steps for their strategy:
 Develop a content strategy tailored for your audience
 Identify what staffing resources they need to execute that product
 Distributing the content via an effective medium like mobile etc.
Owned media
Owned media is defined as the company’s personal medium of distribution which can be in
form of websites, catalogs, blogs, and newsletters etc. In this context owned media comes
under the control of the company itself. This makes company not to pay to a paid media or
not to earn the coverage of an earned media.
News Corp is one of the owned media in Australia and publishes content in different of
different products. To communicate with their audience “News Corp” uses different digital
assents such as Website, Mobile, Data, E-mail, and Videos.
News Corporation owns different TV channel telecast in Australia such as Fox Sports, Fox
Sports News, and Fox Footy.
All these three channels are different in terms of their content as Fox Sports telecast the
different sports events and Fox Footy is especially for the football lovers. The third one Fox
Sports News telecast the news content related to sports.
All these channels target the sporty audience through different mediums like news, games
etc. all these three channels are very successful and are running from a very long time.