These are the main basic aspects that you must define when developing a marketing campaign:
Objectives (KPI)
After coming into contact with your campaign messages or stimuli, what should the recipients do? The campaign should have objectives that are reflected in actions by consumers. This can be buying a product, but also getting to know the brand, interacting more with it, etc. There can be one main objective and several secondary objectives.
It is important that these goals are measurable. KPIs ( key performance indicators ) are numerical values that allow them to be quantified. Some common examples of these KPIs can be sales, new leads, visits to the website, clicks on emails… In this way, when implementing the campaign, its evolution can be monitored and it will be possible to determine what is working and what is not. In the medium and long term, the most strategic KPIs allow the return on investment or ROI of the marketing campaign to be calculated.
Target audience
Who do you want to reach? Marketing campaigns are aimed at a specific audience, which can be more or less broad. This can be the company’s current or non-current customers, consumers of a specific age group, gender, the population of a certain country or region, etc.
Communication channels
Naturally, the communication channels used influence the messages of a marketing campaign. The most common ones are:
- Traditional advertising on chinese overseas canada database television, radio and newspapers
- Digital marketing through websites, email marketing, social networks and digital advertising
- Direct marketing by postal mail and telephone calls
- physical actions such as events and trade fairs.
The most common and effective way to do this is to combine these channels, but you will always have to prioritize some of them. It all depends on the target audience, the marketing objectives and the available budget. Tools such as a free CRM , such as Hubspot, Brevo or other examples , can help you manage communication with your customers more effectively.
Budget
Marketing campaigns have costs, which depend on the scale, objectives, channels used and the industry to which the company belongs. The costs are monetary, but also in terms of time invested and opportunity.
This cost analysis is the basis for calculating the karen divina marketing director campaign’s return on investment, which is its main performance indicator.
Contents
With the above elements in mind, it’s time to unleash your creativity. The message of a marketing campaign must be clear, relevant and easy to remember . Quality content is what will really set your company apart from the competition.
Your content will probably need to be tailored to the different communication channels you’re going to use. For example, a Facebook post doesn’t have be numbers the same text or images as a newsletter sent by email. You have to adapt to each channel, but it’s essential to maintain a consistent tone . The basis of the message and the brand values you convey are always the same.
