Planning and Curating Content of Digital Marketing Campaign Based on Display Advertising
Planning and Curating Content of Digital Marketing Campaign Based on Display Advertising

Summary/Abstract: Planning the online presence in advertising campaign allows for presentation of coherent content and establishes the basis for future effectiveness increase. The paper aims at presenting the general model of planning and curating content of an online advertising campaign. Particular emphasis will be put on display tools, as in Poland they generate 45% of all digital advertisement spending. Article will briefly present comprehensive knowledge of the preparation phases of digital advertising and campaign planning according to SMART, AIDA and 5000/5 models, through the preparation of media content as well as enumeration of important steps for each campaign to determine the model of campaign billing, issuing and efficiency settlement

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