DEFINITION: Digital Marketing Campaigns
Digital Marketing Campaigns
Do you see Facebook ads on your newsfeed? Do you follow brands on Instagram to see what they will release next? In today’s age of technology, you see digital marketing campaigns each and every day. All of these types of advertisements combine together to create a digital marketing campaign.
A digital marketing campaign is an online marketing effort put forward by a company to drive engagement, conversions, traffic, or revenue. The campaign ties in with the overarching goals of the organization and includes one or more digital channels in the efforts.
Planning, Development, Management / Continuous Improvement
There are several major stages and steps in building a digital marketing campaign:
- Planning: Outlining goals, target customers, and campaign length
- Development: Determining a strategy, including voice and messaging, target keywords, and offer strategy; reaching the audience, including making campaign location and marketing decisions; integrating with all channels; and creating consistency
- Management: Determining the success and value of the campaign
Digital Marketing Campaign Example
Let’s build a digital marketing campaign based on a product release for a new line of crossbody style bags from an organization known for totes, weekend bags, and convertible day bags. The fictional company releases new products once a month. The campaign is to be called Good Vibes + Peaceful Drives.
The first step in the planning process is to outline goals for Good Vibes + Peaceful Drives. On the surface, the company wants customers to know about a new crossbody bag and generate sales for this new style. The typical questions to answer in this stage and their answers for this example are as follows:
What are we trying to achieve?
The company would like crossbody bags to represent 20% of their monthly sales within three months of the launch.
What is the budget?
The marketing budget for this campaign is 10% of total monthly sales, which is $10,000.
What is the target audience?
The two primary target audiences for this campaign are existing customers and customers in the same age range of 25 to 40 that have shown interest in the brand but have not made a purchase. This bag is at the lowest price point yet.
- The company will target customers, specifically return customers, who have purchased within the past year.
- The company will target potential customers who are 25 to 40 that have visited the site before but have never purchased.
What is the estimated length of time?
The company will also use a previous competitive analysis in the Good Vibes + Peaceful Drives marketing campaign. While they aren’t changing the market, they would like to obtain more of the market share in the women’s handbag industry.
Once goals are set, the development of the Good Vibes + Peaceful Drives campaign begins. For an established company, voice and messaging should remain consistent with past brand efforts. A purse company with a campaign called Good Vibes + Peaceful Drives has a fun and young voice, so ad campaigns should follow this.
Ad focus is also addressed now. Because the company is reaching out to people that are already familiar with them, price point should be an important place to start. Customers that haven’t purchased before will get price point ad copy, and return customers will get product feature-focused copy. Be sure writing is benefit driven copy, which is writing to focus on the benefits of making a purchase. Good Vibes + Peaceful Drives will be relaxed in tone but also authoritative on the industry. Price-focused writing: this is as simple as Introducing our lowest priced bag yet – the crossbody!
After the voice has been narrowed down, the company must determine what the marketing tools will be. This is where you can implement & integrate Mobile Marketing, Social Marketing, Email Marketing, SEO, Search Engine Marketing, Growth Hacking, A/B Testing, User Testing and so many more digital marketing techniques.
« Back to Glossary Index