Based on their existing reputation and brand awareness it does not represent a surprise that a company such as Virgin Media introduced and utilized an innovative direct marketing campaign with a designated digital media strategy that was designed to reach a specific demographic and market accordingly.
In addition to the use of specific technologies as a means of delivering this campaign it is also noticeable that the strategy was implemented at the most appropriate time of the year for the campaign in question. Due to the popularity of soccer within the UK market, the ability to supply premium subscription channels in High Definition through their existing products and services was viewed as a significant potential market gain. Therefore the targeting of such a demographic - male fans aged between 18 and 35 years of age - was coordinated when interest would be at its highest during the start of the season.
Organizational Goals
Virgin Media defined two goals which were …show more content…
Such measurements would ultimately determine the overall impact to the company from a financial perspective but there should also be a cumulative overview as to how the campaign has been successful in terms of the brand awareness and recognition which is present once the campaign has finished. This type of campaign was the first of its type that Virgin Media had adopted and the decision was taken to utilize a complete takeover of the mobile version of the Guardian football website to increase exposure and likely user penetration. Such a decision contrasted with conventional practices where a single banner ad may be utilized for example and showed how important reaching as many of the 4 million + daily users (Sweney, 2012) who accessed the
In addition to the use of specific technologies as a means of delivering this campaign it is also noticeable that the strategy was implemented at the most appropriate time of the year for the campaign in question. Due to the popularity of soccer within the UK market, the ability to supply premium subscription channels in High Definition through their existing products and services was viewed as a significant potential market gain. Therefore the targeting of such a demographic - male fans aged between 18 and 35 years of age - was coordinated when interest would be at its highest during the start of the season.
Organizational Goals
Virgin Media defined two goals which were …show more content…
Such measurements would ultimately determine the overall impact to the company from a financial perspective but there should also be a cumulative overview as to how the campaign has been successful in terms of the brand awareness and recognition which is present once the campaign has finished. This type of campaign was the first of its type that Virgin Media had adopted and the decision was taken to utilize a complete takeover of the mobile version of the Guardian football website to increase exposure and likely user penetration. Such a decision contrasted with conventional practices where a single banner ad may be utilized for example and showed how important reaching as many of the 4 million + daily users (Sweney, 2012) who accessed the