“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”
This adage from John Wanamaker, considered by some to be a proponent of advertising and a pioneer in marketing, has been true for the field for decades. However, with new developments in digital marketing, that may no longer be the case. Digital marketing campaigns, especially when combined with various analytic tools, can help you see how well your media plans are doing.
Here are 4 things to consider when creating digital marketing campaigns:
1. Define Goals, Set Objectives, Measure Progress, and Reevaluate the Campaign
Any digital campaign a company runs should go through these 4 steps to better define and optimize how to create a campaign and measure how it performed. It’s easy for anyone focusing on digital marketing campaigns to adopt a specific mindset for how all campaigns should be run when, in truth, each campaign should be developed independently. Going through this process on each campaign makes you think, evaluate, estimate and validate each of your campaigns, which in turn will lead to more optimized campaigns and initiatives. These steps are easy but important:
- Define Goals: What are we trying to get out of our campaign? Why are we creating it?
- Set Objectives: How can we quantify if we have successfully hit our goal with this campaign? What information can we use to measure this?
- Measure Progress: Are we hitting our goals? Are the metrics we set a good measure for obtaining our goal?
- Reevaluate the Campaign: Now that the campaign is over, was it effective? If not, why? What do we need to improve to get better results next time?
2. Spend Smartly, Not Widely
A wide-arching campaign that hits everyone once might not be as effective as a limited campaign that hits a more targeted audience multiple times. One of the keys to effective advertising is being in front of your target audience regularly, otherwise, they may forget about you. One great ad can easily be overshadowed by the sheer wave of advertorial content out there. However, how frequently you should try to reach your customers differs by sector. Focus on a couple of campaigns that are more optimized to your audience rather than an overarching campaign that hits everyone and evaluate the number impressions each campaign acquires to optimize the next campaign.
3. Quality Over Quantity
As previously stated, people, especially online, are bombarded with an endless stream of ads and marketing content. While you want to make sure that your ad is seen more than a few times per customer, you are also going to want to make sure your campaign stands out from the sea of others out there. Think about what will resonate with your target audience the most and take into account current eye-catching design trends – a quippy headline never hurt either!
4. Research, Webinars and Staying on the Ball
New campaign techniques are always being developed, so if you are relying on information you gathered a couple years ago you are already out of date. Monitoring what options are available to you and changing your strategy to better fit the current environment is paramount. Remember “don’t set and forget”.
Now let’s get to creating a digital marketing strategy that will get noticed and get results!
Sam thinking deeply about his KPIs