What Is a Marketing Campaign?

Marketing campaigns combine a few small marketing efforts from a/multiple channels to achieve a business goal or objective. This can include promoting business offerings to consumers using a variety of media, such as television, social media platforms, radio, print, and so on, but can also encompass broader objectives, such as growing brand awareness or differentiating the brand from the competition.

Marketing campaigns generally cover paid advertising on traditional and digital channels, however they also include efforts through organic channels such as a company's email newsletter, website, and social media. If you’re operating in a highly competitive market, the most important thing to consider is what the customer will be exposed to. The more often you appear in front of your target market, the higher the chance they will consider you.

Every marketing campaign is focused on a specific reason. Not all campaigns are the same, because not all problems are the same.

How to carry out a marketing campaign:

The first and most important step to take is to understand what your business needs are. Its cool to get some photographers to come take photos for you but whats the point if it doesn’t solve a problem? Every business has a bottle neck, its important for us to come to an understanding that it might not be leads, it might be a low conversion rate, maybe even too much cost to get a customer. Once you understand where your pain points are, now its time to see where the customer fits into the equation and how you can capitalise on their attention.

What are the different types of marketing campaigns?

Awareness campaigns

Awareness campaigns expand the businesses reach to a broader audience. They increase visibility and establish authority on topics through visuals and thought positioning. These campaigns build an audience that may not be ready to buy now but will think of you when they are ready. An awareness campaign lays the foundation for converting into sales in later stages. Awareness campaigns also help in creating/nurturing your CRM.

Acquisition campaigns

Acquisition campaigns persuade prospects to take a specific action, such as providing their contact information or perhaps make their first contact using a promotional offer. These campaigns are designed to quickly convert your interested contacts and leads into paying customers.

Public Relation campaigns

Campaigns where there is trust build using a person the target market is familiar with. Commonly known as influencer marketing, it is the most effective way to better the general public’s perception of the business.

E-mail marketing campaign

The lowest cost marketing campaign your business can part take in. Email marketing uses your existing customers in your CRM and sets forth a series of emails with an objective in mind.

There are many other ways to market your business, however first we must be budget aware and put our efforts where they are needed most.

How can we make sure your marketing efforts don’t flop?

The competition for attention is aggressive, however understanding and implementing these 5 core principles will give you a better chance at survival:

Personalisation

Personalisation is understanding your target markets needs and preferences are in real-time and delivering what they’re looking for. Keeping up with what trends are coming around, what expectations they expect to see in your field, and how you present yourself to provide relevant recommendations and offers dramatically increases conversion rates and customer satisfaction.

Measurement

Setting up key performance indicators (KPIs) and regularly monitoring metrics like conversion rates, click-through rates, and return on investment (ROI) will help you make data-driven decisions to optimise future campaigns.

Attribution models and marketing automation platforms help measure the impact of each marketing channel, using a deeper understanding of customer preferences and journey touchpoints.

Loyalty

Specialised offers and rewards make customers feel recognised, understood, and appreciated. Spend the time to understand your business’s potential key loyalty moments and optimise for your customers. Loyalty management powered by consistent data and AI is increasingly becoming part of the marketing campaign playbook.

Speed

Customer expectations are shifting to real-time engagement. You need to automate workflows for manual tasks in data, content, campaign orchestration, and reporting. Predictive and generative AI can help you strategies and create content fast.

Data

First-party data collection is helping brands with customer understanding, segmentation, and personalisation. Proper first-party data management requires a customer data platform, which unifies data sources into a single profile to execute automated campaigns.

How to create a digital marketing campaign

Now that you know what a digital marketing campaign is, let’s talk about how to build one. These 7 simple steps can help you create an integrated marketing campaign that leads you to success.