DIGITAL MARKETING UNIT-1

Digital Marketing Campaign planning &Execution:

Marketing campaign management is a set of deliberate actions that govern campaign goal
setting: creating a plan based on established goals, executing the plan through collaborative
team efforts, tracking goal progress, and evaluating the plan based on results. Successful
marketing teams use marketing campaign management to establish clear systems and
streamline processes they can follow for effective campaigns. When done well, marketing
campaign management helps these teams’ spot issues quickly so they can deal with them
proactively and optimize their campaigns for the best results.

6 steps to execute a successful marketing campaign

1) Thoroughly research your target audience

The Sales force State of the Connected Customer report reveals that 73% of customers expect
companies to understand their unique needs and expectations. But the sad truth is that some
companies don’t take the time to truly understand their customers.While not every business
needs this depth of research, there are several simple ways to learn more about your target
audience:

 Website visitor surveys

 Customer surveys

 Customer interviews

 Chat transcripts

 Review mining

 Competitor research

 Talking to your sales team

Ideally, it’s best to incorporate all of these tactics for a thorough research strategy. But if you
can’t, at least do a combination of website visitor surveys, customer surveys, customer
interviews, and talks with your sales team. This is how you’ll better understand your target
audience — and identify where teams across the company aren’t understanding customer’s
needs and expectations.

2) Build an audience segmentation strategy

An audience segmentation strategy helps you group potential and existing customers based
on common interests and defining characteristics. It goes beyond grouping customers based
on where they live and involves using your customer research to group customers based on
their pain points, the solutions they seek, and their stage in the buyer journey.

It’s the foundation of any good marketing strategy because it helps your:

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 Content marketing team better understand how to create content based on each
segment’s needs

 Paid ads team know which ad campaigns would be best for each audience segment

 Conversion copywriter create landing pages that appeal to the pains that motivate
each audience segment

 Social media marketing team understand how to build brand awareness in a targeted
way for each audience segment

 Email marketing team create email automations that resonate with each group of
customers and lead them closer to a sale

But how do you know that the audience segments you’ve chosen are the best for your brand?
Make sure your segments meet the following criteria:

 Measurable based on their size and potential ROI

 Accessible based on how easy it is to reach your target customers within each
segment and whether those target customers can afford your product

 Substantial in terms of being able to actually purchase your product (not just being
interested it)

 Actionable based on meeting the target audience’s expectations

3) Create campaign goals & milestones that align with your budget

Knowing your target audience and how it should be segmented payes a clear path for
outlining your goals, campaign budget, and campaign milestones. Let’s start with campaign
goals. Marketers who set goals for their campaigns are nearly four times more likely to be
successful than those who don’t set goals. Campaign success and goal setting work in
tandem.

Your campaign goals depend on what you’re trying to achieve over a period of time and how
that aligns with the business's overall goals. Let’s say you’re working at a start-up that needs
to increase brand visibility to reach potential customers. You and your team have decided to
host a webinar at the end of the first quarter. The goal is to have at least 500 attendees.

One milestone that could help you achieve the goal is getting a 10% webinar signup rate from
paid ads for the period. The next step would be to figure out the budget. You’ll need to know
how much the paid ads will cost for the period, the subscription fee for the webinar hosting
platform, and the guest speaker’s fee (if there is one). You can only move forward with your
plans if the budget lines up.

Organizing your campaign goals and milestones is much easier with the right tools — ones
that allow your team to collaborate easily and clearly see how close they are to goal
completion.

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Teamwork.com provides this essential part of your marketing tech stack to help your team
stay on target, and on budget. Sign up with Teamwork.com to get started today.

4) Decide on your marketing channels

Marketing channels are the media you’ll use to get your message to your target customer.
There are nine popular marketing channels:

 SEO and content marketing

 Email marketing

 Pay-per-click advertising

 Social media marketing

 Email marketing

 Video marketing

 Public relations

 Affiliate marketing

 Influencer marketing

Only big brands with huge marketing budgets can use all nine channels. You don’t need to
spread yourself thin trying to cover all of them, but a multi-channel campaign can still be
beneficial to your brand. Choose the best combination of channels that will help you reach
your audience at each stage of the customer journey based on your customer research and
campaign goals.

5) Execute your campaign

The four steps outlined above help you create a plan for your marketing campaign. But it’s
the execution of the plan that determines its success. There are many moving parts to
consider such as:

 Who will be in charge of each task?

 What will the campaign workflow look like?

 How will you know when each task is completed so that you know you’re getting
closer to the goal?

 Who is the point person who oversees the entire campaign?

 What will the project schedule be so that each task can be completed in the correct
order?

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These questions boil down to one thing — organizations. Marketing campaign management
software acts as a central hub for organizing your campaign’s project schedule and workflow
so that you and your team can successfully complete tasks.

6) Monitor your KPIs to understand campaign progress and success

Your campaign KPIs relate to the goals and milestones you outlined in step three. KPIs help
break down your goals into various subtasks that are easy to track. They also help keep your
team motivated as they see how their work contributes to overall goal achievement.

Let’s say your goal is to get a 56% conversion rate by the end of the first quarter. You break
that goal down into these measurable KPIs:

 Conversion copywriter completes eight customer interviews

 Conversion copywriter uses the customer interview data to write the copy for three
different landing pages (one for each customer segment)

 Web designer creates each landing page

 Marketing manager walks through the website with the conversion copywriter and
web designer to design at least two variations of each landing page, ensure the CTA is
clear, and ensure that there are no technical glitches

 Paid ads expert creates a series of PPC and social media ads for each landing page

 Marketing manager monitors the success of the campaign by the number of

 Data informs the variation of each landing page that should be used going forward

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Monitoring &Adjusting in Digital Marketing Campaign

Campaign performance is a very important metric through which a company can measure its
activity regardless of the size of the business or the size of the company. Campaign
performance gives an idea to the marketer if the goal has been achieved or hurdles are there,
that need to be overcome to reach the target. Before launching a campaign, marketers should
decide which metrics they want to use. These matrics give a clear vision of the marketing
campaign if it is working well or not. When the marketing campaign is not measured, it
becomes extremely difficult to understand if the campaign is working positively to a
company’s lead generation, sales volume, and profit levels.

There are different types of campaign that needs to be monitored, like an email marketing
campaign, social media campaign, pay-per-click campaign and so on. There are five main
ways through which campaign progress can be measured.

1. Monitor Conversion Rate

Conversion rate is the percentage of visitors or target audience that are converted into leads
or customers. When the conversion rate is not satisfactory, a marketer can determine the
quality of leads generated by the campaign, by measuring the actions the leads take or the
time spent by them on the website. Ideally, the longer stay defines the more chances for leads
to be converted into customers in the future. Measuring conversion rates enables the marketer
to determine if the marketing campaign is having positive results or not.

2. Monitor Website Bounce Rate

Tracking the website bounce rate is another important measurement to monitor the campaign
performance. Bounce rates define the number of people who visit the company website but
leave without interacting with it. So bounce rate is a tool that gives a perception of the
visitor’s behaviour.

There might be many reasons behind the bounce rate. Some people get disgusted by pop-ups
or do not like the image or the layout of the site, or just simply leave as the page takes time
for loading. Bounce rate during a marketing campaign enables the marketer to get a clear
view of how the audience is interacting with the website. A high bounce rate could mean that
the visitors are not getting the proper content or information they are looking for, or in
interacting with key pages of the website like the landing page or homepage.

3. Monitor the Web Traffic

When a marketer or an organization launches a digital marketing campaign, one of the easiest
ways to measure the performance of the campaign is to monitor the difference in the overall
traffic. Google Analytics can help to get those data. ‘All traffic sections’ gives the traffic
information and also gives an idea about the origin of the traffic. Constant monitoring of the
overall web traffic gives a clear picture of how the campaigning influencing the traffic. The
marketer receives the data on the website. If the campaigning is going well, the traffic
volume will gradually increase. A marketer should consider monitoring the search engine

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rankings. Search rankings are very important to drive organic traffic to the website. These
rankings enable the marketer to know the performance of the site when people search for
terms that are relevant to the business the marketer is offering. If a marketer is monitoring a
pay-per-click campaign, search ranking performance allows the marketer to know if the
marketing campaign is pushing the organic traffic to the site or not.

4. Monitor Engagement Levels

Another way to monitor the marketing campaign is to pay attention to engagements. In digital
marketing, there are various aspects of engagements that a marketer can track during a
marketing campaign. For example, the marketer can track the actions of the site visitors in
order to push them down the marketing funnel.

The actions that were taken by customers help the marketer to monitor how customers
complete desired actions like downloading content assets, images, signing up for trials, or
creating an account, etc. This also gives an idea of the specific aspects of the website that
people interact with the most. In any marketing campaign, low engagement levels could be a
sign of a poorly designed campaign or might be the target audience is not interested in the
offering.

5. Monitor Campaign’s Return of Investment

Return of Investment or ROI is a very important thing to pay attention to. A marketer needs
to monitor the sales revenue that the campaign generates for every investment. Tracking the
ROI during a marketing campaign gives the perspective of the campaign to the marketer. It
also enables the marketer to know the number of quality leads and their effectiveness.

Marketing is one of the critical aspects of every business. Launching a marketing campaign
does not automatically give access to the marketer to realize the goal. The marketer needs to
monitor the progress of the campaign regularly to determine the effectiveness of the
campaign.