How to run a successful digital marketing campaign?
A digital marketing campaign is a fundamental element within a promotion and sales strategy, since it has the purpose of impacting different channels, with a message to a specific audience , thus generating an action that contributes to the objectives previously stipulated by the company.
Below you will learn more about what an efficient digital marketing campaign is, how to achieve one, and some examples.
What is an efficient digital marketing campaign?
A good digital marketing campaign should help companies meet the goal of selling more and to the right audience , be remembered and achieve a certain recognition in the market. Likewise, it should promote a focused effort that guides consumers towards a desired action.
How can this be achieved? Through messages that give brands personality, identity and emotion.
How to know if a digital marketing campaign is efficient?
It depends a lot on the objective of the campaign. There are different metrics that can determine success, for example:
Promote a new product or service: measure sales, additional sales and pre-orders.
Announce an event: Check for mentions on social media and bookings from vendors or entertainment.
Generating income: the important thing is leads, sales and additional sales with strategies such as Up-Sell and Cross-Sell.
Drive user engagement: Review email interactions , social media shares, and blogs.
Increasing brand awareness: press mentions, social media mentions and sentiment analysis. This is where Net Promoter Score strategies come in.
Collecting customer feedback or content: engagement and mentions on social media.
When determining how you will measure your campaign, consider setting some checkpoints along the way and make corrections as soon as possible. No campaign is ever flawless from start to finish, it’s always about measuring, measuring, measuring and optimizing.
Fundamental requirements for effective digital marketing
- Objectives . For a digital marketing campaign to be competent and valuable, you must first be clear about the objectives to be achieved. These may aim to generate sales, obtain contacts, brand positioning, image strengthening, among others.
- KPI . Once the objectives have been defined, it is necessary to see how they can be quantified and how the result will be measured . In this way, control can be maintained and improvements can be made.
- Channels . It is important to identify where the content and messages will be distributed. Prioritize the most relevant channels for the audience to which the message will be directed.
- Budget – Agency, advertising and freelance costs are considered here, if applicable.
- Content Formats – Determine what type of content you will create and how you will present it. This can include video ads, press releases, blogs, etc.
- Team . Consider who will be responsible for each action in the campaign. For example, who will do the design, copywriting, website creation, etc.
- Design . A digital marketing campaign must have an eye-catching design. Make sure yours is appropriate for the purpose of the campaign.
How to run a successful digital marketing campaign?
Plan
In this first stage, you can determine how to measure success and how you will direct the team and campaign when something doesn't go as planned. To start, you can answer the following questions: What is the purpose and objective of the campaign? How will you measure the campaign? Who are you targeting?
Distribute
The second step is to look at everything related to what your audience will see and when. Here you should already be clear about how to reach your audience, how and when you will publish.
Convert customers
This stage is about how your campaign can lead strangers to leads and ultimately customers. Guide yourself by answering: how to drive your marketing campaign to the desired action and what metrics you can monitor.
Evaluate
Measuring and analyzing your digital marketing campaign data can give you unique insights into your audience, marketing channels, and budget. It can also inform how to (or not) execute your next campaign.
3 examples of successful digital campaigns
“Real Beauty” by Dove
Its main message is: beauty is for everyone. With this campaign, Dove invites all women to discover their beauty potential and says that beauty should be a source of confidence, not anxiety.
Their actions, from 2004 to the present, have been to present real women in their advertisements, not models; and to portray women as they are, without manipulated images.
The campaigns work because they listened to the audience, did research on real beauty and planned everything from there.
“Make them read” by Gandhi
Recognized as one of the best marketing campaigns of 2011, this campaign addressed one of the main problems in Mexico: the lack of reading. And it did so by developing funny phrases with double meanings that invited people to read.
The phrases were placed on billboards in different strategic points of Mexico City. The campaign is still active today and has more than 500 phrases related to political, cultural and social trends.
“The Best Man I Could Be” by Gillette
The facial cleansing and razor brand created an advertisement that quickly went viral on social media. It was one of the best digital marketing campaigns of 2019 and its narrative was to denounce toxic masculinity and gender stereotypes, even going against some values that the brand had been using for some time.
The campaign was successful in generating values of equality and gender tolerance, which it did not promote before.
If you want more information on this topic or require advice, you will find the solution at MHA .