What is a marketing campaign?
The term “campaign” can create some confusion in this type of article. However, it is no more than another differentiating concept within the marketing sector. A campaign refers to a series of actions that will be carried out during a specific period of time, under a series of objectives and following a series of strategies. Thus, a campaign is an intermediate process that must be considered in a Marketing Plan and that will have one or more specific actions.
An online marketing campaign has a series of steps and usually focuses on a single communication channel, for example, a certain social network. In turn, marketing campaigns usually focus on special times for the year. The ideal time to launch a powerful digital marketing campaign will depend on the type of business. For example, a gift shop will be very interested in strengthening your business on Valentine’s Day or Christmas. Meanwhile, a hotel may be more interested in becoming known for the summer months.
This does not mean that during the rest of the time you do not have to do any type of marketing or advertising action. That is a mistake and will not benefit the company.
Differences between a marketing campaign and an advertising campaign
These are two related concepts but they really are not the same. While advertising, even online, is the act of calling attention to a product or service through paid ads and persuasive messages.
And, on the other hand, we understand as Marketing all that mix of commercial activities with the aim of bringing buyers and sellers together. However, advertising is part of the “natural” marketing process because, without it, marketing will be weak.
Essential steps to launch an online marketing campaign
When we add the term “online” we already know what will be the support that the campaign will have, but not the main communication channel. For this reason, it is very common to find articles or projects that specify “online marketing campaign in social networks”, “content marketing campaign” or even “marketing campaign with influencers”.
1) Define objectives in the short and medium term
Every marketing campaign will try to achieve results based on a series of objectives, which can be defined in a short and medium term. We understand the long-term objectives as a fact to achieve through the Marketing Plan. It is important that these objectives are defined through the SMART methodology.
George T. Doran is the creator of this methodology and is based on the following concepts; and to define them, the following words can be answered:
- S: Specific / Specific – What?
- M: Measurable / Measurable – How much?
- A: Attainable / Attainable – Is it possible?
- A: Relevant / Relevant – Is it relevant?
- T: Timely / With a certain time When?
2) Define the buyer person
Do you really know who you are going to address with that marketing campaign? This is the moment in which you must select a part of your target audience and guide the entire campaign towards it. Any company has several buyer people.
3) Select the appropriate strategies and propose the actions
The strategies in marketing are achievements of actions through which they achieve a series of specific objectives and that have a series of budget assigned to each of them. For example, if one of the objectives of the campaign is to retain customers, email marketing and Social Media will be perfect for this. The success of the campaign depends to a large extent on the strategy that will be followed.
Netflix is a machine in Marketing: it communicates the value of its series through digital content, street marketing actions and social networks. With a little advertising investment, the power it has is great.
As I said before, a marketing campaign needs to have a well-defined beginning and end. For this it is necessary to know what actions are going to be carried out. You have to take into consideration the period of time of the campaign to highlight if in the months that take place there are local, national holidays or special periods such as sales or key days depending on the business.
Once you know which actions are going to be carried out it is important to know what is the amount of budget that should be allocated to each of the actions. This allows to take a comprehensive control. Something very necessary, especially when handling large amounts of money.
6) Execute online marketing actions and make the most of them
Any business wants to get the maximum benefit at the lowest price and an online marketing campaign will not be less. The achievement of the actions proposed in the campaign should try to obtain the best results.
7) Analyze the results
Review, analyze and improve are the three maxims of marketing. It is very important to analyze the results of the campaign to know how it has evolved and what has been achieved. To carry out this last point it is important to use different analytical tools that will depend on the actions that have been carried out.
For example, Google Analytics allows you to analyze the traffic of a web page and see in detail how the active user is (location, age, sex, channel of origin … etc).
Metricool or Hootsuite will offer the statistics of any action taken on social networks during the campaigns. Although Social Media Ads have been carried out, the different tools offered by the social networks themselves must be used.