Digital Marketing Framework
Illustration above: framework illustrates the correlation of theories and variables in marketing (Chaffey, 2022), graphic design (V Adir, G Adir, & Pascu, 2012), digital marketing (Alexander, 2022), and branding (Cordello, 2016).
Over the span of 15 years, I have facilitated various Governmental Agencies, NGOs, MNCs, SMEs and small businesses on marketing and branding. From the experiences gained, I can sum up that there are several components needs to be taken into consideration when implementing a marketing campaign. Thus, formulating a comprehensive framework which incorporates several vital elements such as graphic design, digital marketing platform and branding (refer to the framework above).
Marketing is the core component of the framework.
Every organization needs to establish a comprehensive and structured marketing plan to overseas its entire marketing campaign, activities and processes. RACE model was formulated by Dr Dave Chaffey in 2010 functions to outline the entire digital marketing efforts performed by the organization or the business. Establishing a clear, well layout, and detail digital marketing plan is an essential aspect of a RACE model deployment (Chaffey, 2022). RACE model follows the customer lifecycle of relationship building process closely which can be illustrated in the four key phases:
1. (R) Reach – aim to increase and maximize organization internet presence and traffic from own media, earned media, and paid media.
2. (A) Act – interaction from the audience that become business leads as they begin to inquire further towards the business offerings.
3. (C) Convert – reflects the phase of the business lead being converted into a client or a customer.
4. (E) Engage – illustrate on the long-lasting relationship and loyalty portray by the client towards the organization (Shout.com, 2021).
The first key component of the framework is Graphic Design.
In creating a good marketing creative visual, a graphic designer needs to adapt the element of six thinking schemes (V Adir, G Adir, & Pascu, 2012). This framework will identify how graphic design elements includes layout, colours, typography, and imagery will create an ideal and appealing visual used for digital marketing campaign. The graphic design elements identified are:
1. Layout - refers to the arrangement of the layout elements on a visual design which includes the image precise location, text, and style (Blueskygraphics.co.uk, 2021).
2. Colours – refer to the perceivable characteristics of light being reflected or emitted by the object (Pintillie, 2019).
3. Typography – is the methods of arranging letters and text in a way to make the copy legible, clear, and visually appealing to the reader (Hannah, 2022).
4. Imagery – is a visual language that represents items, people, scenery, and ideas through photos, illustrations, drawings, and graphics. Image used on campaign will facilitate a person to understand on the product or the service that is being offered (Broz, 2022).
The second component to look into is Digital Marketing Platform.
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Digital marketing includes marketing activities and initiatives taken by using the internet (Alexander, 2022). Internet allows organization or business to be connected beyond border (Mohd Yusof, 2023). This framework illustrates how graphic design play the role in creating effective visual needed for digital marketing campaign and content on both search engine and social media. The digital marketing elements identified are:
1. Search engine optimization (SEO) – improving the website visibility on the search engine when an inquiry is being input or search (LaFleur, 2022).
2. Pay per click (PPC) – an internet advertising model where advertiser will be charged when their ads are being clicked (Perricone, 2022).
3. Social media – a social avenue that allows a content to be post for free or via PPC advertising (Rockcontent.com, 2020).
The final component is Branding.
Branding differentiates and create distinctive identity among organizations or businesses (Cordello, 2016). This framework illustrates how graphic design used to create visuals for digital marketing campaign will be able to trigger the AIDA model impact. AIDA model concept consists of four main steps that includes:
1. (A) Attention – the goal is to attract the attention of potential prospects.
2. (I) Interest – enticing the prospects towards the current offerings.
3. (D) Desire – create desire for the prospects to feel the needs to acquire the current offerings.
4. (A) Action – converting the prospects into a customer when they purchase or acquire the current offerings.
I hope readers can gets some idea on the key components needed in creating an appealing campaign to marketing or promoting of your business.
Any questions?
Please do not hesitate to drop me a line.
Shafiq Ghazie (MBA, BBA).