Even the smallest of marketing campaigns is not finished once you’ve hit “send.” Before we start the major rollout, we can test variables with a smaller audience. Which subject line gets the highest open rate? Which wording in your call to action (CTA) gets the most clicks to your site? Limit testing to one variable at a time, otherwise you won’t know which one is generating the intended response.
Testing helps us see trends, and potential trouble spots, before you spend your entire budget on your campaign. We keep the testing cycle going throughout your campaign. We monitor your response rates and ROI with each element we roll out. We compare the results with the goals established at the start of your campaign to see what’s working and what needs improvement. Are you on track to get the number of Facebook likes you wanted? Are you meeting your revenue projections? Continuous monitoring ensures us against surprise failures at the end of the campaign. Regular updates give the flexibility to adjust campaign as it progresses, rather than scramble for success in the waning days.
1The FIRST step is implementing the campaign.
SET A GOAL
Goals are the foundation of each campaign. As with any successful marketing campaign, you first need to define what success means for you. The goals set early in the process will guide the entire campaign and will also help measure how successful the initiative was.
Have a Clear Understanding of Your Target Audience
Since no business can afford to target everyone with its marketing, we need to narrow down your audience to the group of people most likely to take the action you need them to make to bring you closer to the objectives.
Line up the Right Data
High-performing marketing campaigns, of course, will only work with accurate, relevant data.
Make sure we have a clear picture of what you need customers to do to help you achieve the goals. Do you need them to make a purchase? Visit your website? Follow you on social media?
Select Marketing Channels
Examples of channels you could consider include social media sites, your company’s blog, pay-per-click ads, email, television commercials, radio commercials, magazine ads billboards and many other options as well.
Serve Appropriate Content
It’s time to design your marketing content and distribute it across channels, each one of which should point the audience toward the ultimate goal. Many different factors go into deciding what type of elements we will use and what exactly that content will consist of.
Campaign Tracking is a feature which enables to log marketing campaign details when linking to your website online. This can help track the exact impact of your marketing campaigns. It reveals things like, how much traffic they are bringing in, how engaged those visitors are, and whether the campaign is resulting in sales or not. You should keep track of and regularly analyze how often your audience has completed the desired actions.It provides us with a clearer view of the behavior attributes present in customer interactions and how those attributes impact the success of our marketing efforts Armed with these insights, we can refine your target audience, make your campaign more efficient by eliminating ad waste and identify patterns in high-performing content to optimize your overall content strategy. Insights can even reveal new audiences that are similar to your current one to enable you to expand your reach. Crucially, we should continually monitor and refine your campaign as it progresses. This will aid in achieving your objectives more quickly and reliably, and may also improve the performance of future marketing efforts.
The process of setting up, brainstorming, planning, and ultimately delivering digital marketing campaigns is an exhausting, challenging and extremely rewarding process. Once the campaign goes live, you can witness the fruits of your labor. However, all digital marketing campaigns must at some point come to an end and there is always one final step in the process: campaign analysis.
Every company, brand, or agency will approach the end of a campaign differently, with some going into detail and others taking a much broader view. However whilst digital campaigns can be quite simple and straightforward, perhaps with maybe just one or two channels, others may be more complex and multifaceted.
Understand what elements of the
campaign worked well/ not so well
Learn how the target audience
responded to the campaign
Review the ultimate effectiveness of the campaign versus objectives
Discuss the campaign with key stakeholders
Provide valuable learnings for
The pinnacle of campaign analysis is calculating Return On Investment (ROI)
As calculating ROI for several campaigns can be quite laborious, consider automating most of the process by configuring analytics tools in a specific way:
Cross-compare analytics data with your campaign costs by exporting data via an API to a data warehouse. In addition to sales and conversion data, you will now be able to consider the relationship between total cost and revenue (input and output) for your campaign evaluation.