A recent marketing campaign and metrics
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Select a marketing campaign in the past three years that has been delivered with a combination of online and offline marketing.
Research the campaign and the company to understand the circumstances and objectives of the company at the time of the campaign and provide a brief review of your research as it relates to your selected campaign.
Provide a summary of all marketing activities and channels involved in the delivery of the campaign.
Propose the top five standard metrics from this lesson and this reading that you, as the marketer, would track in your campaign performance evaluation and explain in detail why those metrics are most relevant.
Based on your research, provide a brief conclusion as to the results of the campaign overall.
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Solution Summary
A recent marketing campaign and metrics derived from it are discussed in a structured manner in this response. The related references are also provided
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Marketing Campaign combination of online and offline marketing
One marketing campaign in the past three years that has been delivered with a combination of online and offline marketing is the Apple iPhone 13 campaign. The circumstances of Apple are that Apple wanted to launch its Apple iPhone 13 with new features. These features include 120 Hz ProMotion displays, a triple-lens camera system, Ultra Wide and Telephoto lenses and higher-end photography options, and the ProRes video format. Apple's strategy was to develop three commercials namely "Detectives", "The Basement", and "Hollywood in your pocket". The first commercial was Hollywood in your pocket. This commercial showcases the Apple iPhone 13 Pro's cinematic features. The point of this campaign was that anyone can shoot Hollywood-quality videos with an Apple iPhone 13. This is conveyed by showing several movie-like scenes that include a wartime rescue, a spaceship on alert, and a card game gone wrong. The campaign challenges users to share creations they've filed on their iPhones. The purpose is to increase customer engagement. The commercial also shows the cinematic video recording capabilities (Zhang, H., Liang, X., & Wang, S. 2016). The cinematic mode in the Apple iPhone 13 lets the owner shift focus from the foreground to the background, advanced low-light performance, 3x optical zoom, advanced stabilization, and macro video. See: https://www.youtube.com/watch?v=dDKbwvSvg0w
iPhone 13 and iPhone 13 mini - Apple (IN) apple.com
Summary related to the delivery of campaign
The Apple iPhone 13 marketing is a combination of online and offline marketing. The offline components are the ads in print media and the commercials on television. Even in social media, Apple uses a "conventional" approach. It does not have a Twitter handle, nor does it directly promote its products on Facebook, ...
Education
- BSc , University of Calcutta
- MBA, Eastern Institute for Integrated Learning in Management
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