Digital Media and Marketing Communication: Case Studies and Analysis

This report delves into the evolving landscape of marketing communications, focusing on the integration of traditional and digital media strategies. It examines how businesses are leveraging web-based technologies to enhance their marketing efforts and engage with customers in a more interactive manner. The report highlights the use of social media and other digital platforms to create excitement around brands and promote new product launches. It presents case studies of companies that have successfully combined traditional and digital media, analyzing their approaches and outcomes. The report also discusses the importance of understanding customer behavior in the digital age, emphasizing the need for personalized and targeted marketing campaigns. Finally, the report provides insights into the challenges and opportunities presented by the changing media landscape, offering recommendations for marketers seeking to optimize their communication strategies and achieve a strong return on investment (ROI).

Emerging media technologies have vastly empowered customers to decide whether or
how they want to receive commercial content. Consumers are no longer passive
recipients of marketing communications and the real challenge for a marketer is how to
regain the customers’ attention through the clutter.
1. Web-based technologies can be combined with traditional media to build a successful
marketing communication campaign. Cite two specific examples of companies/brands
using this combination approach and discuss what made these campaigns successful.
Did the two use similar techniques?
2. With the help of relevant examples, can you describe how modern technologies can be
used to promote interactivity between the product and the customers? In this context
discuss the use of social media to generate excitement around a brand. Can you cite
any recently launched new products that have managed to achieve this?
Required Readings
1. Integrated Marketing Communications and the Changing Media Landscape
2. Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era: Managerial
guidelines for social media integration. Business Horizons, 58(5), 539-549.
doi:10.1016/j.bushor.2015.05.006
3. Schulze, C., Schöler, L., & Skiera, B. (2015). Customizing social media marketing. MIT Sloan
Management Review, 56(2), 8-10. Retrieved from http://sloanreview.mit.edu/
4. Kumar, V., & Mirchandani, R. (2012). Increasing the ROI of social media marketing. MIT Sloan
Management Review, 54(1), 55-61. Retrieved from http://sloanreview.mit.edu/
5. Kane, G. C. (2014). How Facebook is delivering personalization on a whole new scale. MIT Sloan
Management Review, 56(1), 1-6. Retrieved from http://sloanreview.mit.edu/
Recommended Readings
 Media Strategy
 ROI for Alternative Media