9.1 Introduction
Throughout this course, the how-to's of digital marketing have been explored. This included an introduction to digital marketing, as well as a number of platforms that can be used as a means of promoting and/or advertising a company's objectives. Module 9 aims to focus on putting each of those previous topics into action by outlining how to develop a digital marketing campaign. This will begin by first learning the difference between a marketing strategy and a campaign. Next, a discussion on setting the objectives will ensue, followed by the benefits of using past data. The quantitative and qualitative approaches to identifying a target audience will be outlined, as well as the three factors that play into starting a marketing campaign. Understanding the importance of a content strategy will also be examined before summarizing the related best practices.
9.2 Digital marketing strategies and campaigns
A digital marketing strategy is defined as the actions undertaken by a company in order to achieve its online marketing objectives, or the steps required to fulfill the overall marketing goals.
A digital marketing campaign, on the other hand, is that overall marketing goal. The strategies work as stepping stones to achieve each phase of the marketing plan. Without the digital marketing strategies, the campaign will appear disorganized, and won't have any targets to measure its success. The term 'digital marketing plan' is another way to reference this overall campaign approach.
9.3 Objectives
The first step in developing a digital marketing campaign is to identify the goals that need to be achieved within the plan. When thinking of the design of the campaign, there are a number of items that need to be considered. These considerations include the overarching mission of the campaign, which includes a single message or outcome, as well as developing measurable goals that are both realistic and relevant, and that can be achieved within the desired time period.
In order to achieve the above, the objectives of the marketing plan should align with the predetermined KPIs (see Module 8 for a refresher on KPI development), as well as the overall company goals. It is at this stage that the final outcomes should be determined, such as improved brand awareness and/or loyalty, or an increase in sales and/or market share. The more specific the KPIs and objectives, the better the results are likely to be. This is because there is a clearer measure of accountability. Remember, though, that the KPIs need to be realistic if they are going to be met.
9.4 Research, research, research !
In previous modules, it has been reiterated that using past information is critical to the success of future campaigns.
Part of setting the measurables noted in the preceding section requires taking into account previous data. Without using this valuable information, a marketing plan of any kind is doomed. This is because past data usually dictates the trends forming and the best markets to be reached. It is for this reason that researching the outcomes of past campaigns - no matter how big or small - can have significant impacts on the results of newer marketing plans.
There are a number of ways in which research can be applied to the development of a marketing campaign. But, the general rule of thumb is that the more data available in the development stages, the more accurate the targets will be, which will result in a greater likelihood of the overall objective being met.
The key is to understand, as best as possible, developing trends, as well as information about the intended target demographic. Without knowing the audience and its user behavior, it is difficult to gauge how they will engage with the marketing strategies that make up the broader plan. Using past data is also a great way to identify where earlier campaigns have failed. By having this knowledge available during the developing phase of other marketing plans, it will help to eliminate repetition of past mistakes. Furthermore, it will enable the business to capitalize on what has worked, while proactively moving away from undesirable trends.
9.5 Identifying the target market
Once the objectives of the campaign have been identified, and the data has been thoroughly researched, it will likely become more evident who the target audience should be.
However, determining the demographic to direct the campaign to is more than just looking at the baseline, or obvious, data such as age or location. There are deeper aspects that should also be considered, which are divided into two categories: quantitative and qualitative identifiers.
Quantitative identifiers are more concerned with who they are, such as where they're located, gender, age, and employment information, for example; while qualitative characteristics relate to the actions or behaviors of a user. In other words, qualitative aspects of demographic selection refer to the psychology of the user, while the quantitative ones are easily measurable in terms of tracking the specifics of an audience.
To explain this further, these two categories will be examined in more detail below.
When thinking of demographics, it is quantitative data that usually comes to mind. This information pertains to the user's geographic location, age, gender, and employment details. As it relates to location, this can include a specific region, city, or other geographic determinant. It can be used to identify where the targeted audience is found, in order to tailor the marketing campaign to relate to these users more accurately.
Age and gender
Age and gender play important roles in the creation of marketing plans, because they more specifically identify the language and style of the campaign. To put it simply, an advertisement that is geared for a younger audience, such as teenagers or those in their 20s, is not likely to appeal to audiences comprised of the 60+ age range. The same goes for a campaign that is meant to appeal to a male audience, over a female one. Although there may be some similarities between what appeals to either audience, the overall message is likely to be lost on the group not targeted.
Employment status
The other quantitative aspects of audience selection concern the recipient's employment status, and related information. This mainly falls under two categories - income and position. Income is fairly self-explanatory, as it describes the information related to how much a user makes. This information can be collected through a business' customer database, but can also sometimes be extracted based on buying trends and other such online behaviors. Information related to an audience's financial status is considered to be sensitive data, and should therefore be treated as such.
A user's job information, or their position held, can also play a role in deciphering a target audience. Again, this is often found within a company database. However, it is important to note that using job titles as a form of selection criteria assumes that the audience is employed, which presents another aspect to be considered. If the target demographic is not employed, then it needs to be constructed in such a way that the advertisement will encourage them to act on the message or directive of the campaign. This will, of course, have a much different impact than for someone who is working full-time, for example.
In a related contrast to the quantitative data, are the qualitative aspects of the targeted audience. This, as was noted earlier in this section, includes information about the behaviors of a user or audience. The characteristics that can be included in qualitative data include the demographic's priorities, interests, and goals. It can also include anything that may be considered a challenge to them.
Identify what is most important
To start, the most obvious go-to when looking at a user's behavioral patterns is to identify what is most important to them. Priorities can include a range of things, such as what they value in a customer experience to their views on monetary-related importances, to name a few. By identifying the targeted group's priorities, the campaign can be tailored to align with what is most important to them. For example, if it's ethical practices that are the biggest concern of the target group, then there's no sense in building a campaign around dollar value.
The interests of a target group are also important to consider when developing a marketing plan. Interests can include sports, fashion, music, or political views, for instance. Keeping these interests in mind when selecting the ideal audience will enable the campaign to appeal to anyone fitting the quantitative characteristics who also happen to share a similar pastime.
Goals
Finally, making note of the potential audience's goals should also play a significant factor when selecting which group to target.
Examples of these goals might be looking to improve well-being, achieving a higher income status, or any number of possible ambitions. Yet, while the goals are of great importance, so too are their challenges or concerns. Some of these challenges might include access to a stable income, or even lack of transportation, for example.
The bottom line when it comes to selecting the audience or best-suited demographic for the campaign, is that the message needs to be clear to the intended recipient. If the language isn't clear, or it doesn't relate to the audience's needs or interests, it won't achieve the desired outcomes. This means, if the targeted demographic misses the message, the campaign will likely fail. Understanding the audience is the most essential component of planning any marketing campaign - without doing so, there's nothing.
Activity 1
Estimated Time: 15 minutes
Determining target audiences for marketing campaigns.
To demonstrate the importance of selecting the correct demographic for a specific marketing campaign, let's consider a scenario where you're tasked with determining the target audience for your company's new marketing campaign promoting reclining chairs. These chairs are durable, well-cushioned, and easily transition from an upright to a reclined position. Traditionally, such chairs have been marketed to an older audience, as indicated by past sales and website traffic. However, the new modern-looking design, along with a variety of fabrics, could potentially appeal to a younger college crowd, especially given the budget-friendly price. Despite past campaigns targeting an older audience, recent interest and sales from younger demographics suggest an opportunity for market expansion.
With this information in mind, it's important to consider various demographics. The provided details hint at both older and younger audiences as potential targets. Past sales data and website traffic suggest a strong presence among older consumers, while the chair's comfort and versatility may attract younger individuals. However, critical information such as specific age groups, income levels, lifestyle preferences, and purchasing behaviors is missing, which could aid in making a more informed decision.
Considering the company's potential opportunity to grow its market, the factors outlined above provide a foundation for expansion. The combination of past interest from younger demographics, coupled with the chair's appeal and affordability, suggests a viable opportunity. However, the decision to target a new audience should be supported by thorough market research and analysis to ensure the campaign's effectiveness and ROI.
The limited past sales may indeed present an opportunity to capture a niche market. By strategically positioning the reclining chairs to appeal to a younger demographic, the company can potentially tap into an underserved market segment and differentiate itself from competitors. However, success in this endeavor relies heavily on understanding the preferences, needs, and buying behaviors of the targeted demographic, which requires comprehensive market research and tailored marketing strategies.
Ultimately, the decision to expand the targeted audience or stick with the regular demographic should be based on a careful evaluation of available data, market trends, and business objectives. While expanding to a new audience may offer growth opportunities, it's essential to weigh the potential risks and benefits and ensure alignment with the company's overall marketing strategy and goals.
9.6 Identify the means
The next step in the process of building a digital marketing campaign is to determine how to execute the plan. This involves three different aspects: identifying the team, setting the budget, and selecting the channels of distribution. Before discussing each aspect, it's crucial to identify all available resources within the company for each category to ensure efficiency in this phase.
Identifying the team is essential as they will be responsible for implementing the campaign and its success. Building the desired team involves assessing if all required personnel are already employed or if additional team members need to be hired. It's important to determine key roles needed and assess existing skill sets. Additionally, the team's energy is crucial to the campaign's success, so ensuring that no one is overburdened is vital.
Setting the budget follows team building, and past data can be useful here to estimate costs and evaluate return on investment. However, setting the budget is not just about deciding the monetary value but also includes considerations on where the funds will be allocated. This includes deciding on methods like SEM, PPC, or other paid advertising services and having a backup plan in case one method fails to produce desired results.
Selecting the channels of distribution is closely tied to setting the budget and involves strategic decisions on how to implement the campaign. While cost is important, factors such as target demographic and campaign objectives also play a crucial role in selecting channels. Understanding the demographics of various platforms, as discussed in Module 6, is essential. Aligning Key Performance Indicators (KPIs) with selected channels ensures measurability and clarity in strategy, allowing the team to support the campaign effectively.
Activity 2
Estimated Time: 15 minutes
Prioritizing 'the means'.
Continuing from the previous activity, you are tasked with deciding the channels for distributing the campaign's content. Although you have a competent team, the budget has been substantially impacted due to new hires. Consequently, you face tough choices with limited funds.
Your distribution options include demonstration videos uploaded to social media and the company's website, and email marketing. This option has wide reach but is costly to produce. Another option is using quality photographs distributed through the main social media outlets and a product-focused newsletter. This is a lower-cost option but may not target the right demographic. The final option is a generic advertisement with mainly text, utilizing a graphic designer on your team. However, it lacks a targeted audience, posing a risk.
Reflecting on the previous audience selection exercise, consider which options can effectively target your chosen demographic. Decide whether sticking to the budget or selecting the best channel for maximizing campaign reception is more crucial. Assess factors like cost, audience reach, and risk involved in each option. While one decision may seem easier, consider the long-term impact on the campaign's success. Ultimately, make a decision based on available resources and the desired campaign outcomes.
This exercise emphasizes the importance of data-driven decision-making and highlights the challenges marketers face with limited information.
9.7 The content
After finalizing all other components of the campaign, it's time to develop its content, best achieved through creating a content strategy.
Content creation entails more than just drafting material to support the campaign. It involves considering various aspects within the content strategy, such as establishing timelines, planning engagement activities, and implementing optimization tactics. Similar to referencing data, a detailed strategy typically yields better outcomes.
Furthermore, every aspect of the content strategy should align with the objectives of the marketing campaign, including the Key Performance Indicators (KPIs). This ensures that the content resonates with each goal outlined in the marketing plan. Any discrepancies between the two could lead to campaign failure or difficulties in achieving objectives.
FACT
Over £28 billion is wasted on poor digital marketing globally
Source: Proxima
9.8 A note on timelines
One crucial component of a robust content strategy, and a campaign in general, is the development of a clear and well-thought-out calendar of events.
This calendar should encompass all details related to the campaign's implementation, duration, and conclusion. Each outlined activity should be prioritized according to importance, and whenever possible, assigned to the responsible team member. This facilitates a visual representation of the campaign and clarifies what needs to occur at each stage.
Furthermore, sharing the final calendar among all team members and management adds an extra layer of accountability to the marketing plan. It also allows the team to make corrections or add additional information that could benefit the campaign.
9.9 Common mistakes found in digital marketing campaigns
To avoid the recurrence of common mistakes in digital marketing campaigns, it's crucial to acknowledge and document them as they arise. By doing so, they can serve as valuable lessons when crafting future marketing strategies.
Numerous common mistakes have been highlighted in the sections below, including:
-Underestimating the significance of data analysis.
-Failing to grasp the target audience adequately before launching the campaign.
-Neglecting to align the content with the campaign objectives.
-Focusing on increasing search engine optimization rather than catering to the target audience in campaign content.
-Overlooking the campaign's duration, resulting in it running for an excessive period.
-Failing to reference and utilize data throughout the entire campaign, rather than only reviewing it post-campaign completion.
-Each of the aforementioned mistakes offers a critical lesson that should be heeded when developing digital marketing campaigns.
Module Summary
Module 9 aimed to outline the various components involved in developing a digital marketing campaign. The module sought to demonstrate how these components interrelate by drawing examples and information from previous modules. Initially, it distinguished between a marketing plan and a marketing strategy, then proceeded to detail the planning stages of a marketing campaign, starting with the establishment of its objectives.
Subsequently, the module emphasized the importance of research and leveraging insights gleaned from past data collection efforts. It then delved into the quantitative and qualitative aspects of identifying a target demographic, highlighting the factors to consider in this process.
Furthermore, the module discussed the fundamental components necessary to kickstart a campaign, such as assembling the campaign team, establishing the budget, and selecting suitable channels for implementation. Additionally, it underscored the significance of crafting a content strategy and delineated its essence. The module also touched upon the importance of setting timelines, advocating for the use of a team calendar to schedule specific tasks and activities.
Lastly, Module 9 concluded with a compilation of the most prevalent mistakes encountered in the planning of online marketing campaigns.
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