A marketing campaign refers to an organized approach to increasing awareness of a specific product/service. Techniques like social media advertisements, email marketing, radio advertisements, billboards, etc., can be used to spread a specific message in a marketing campaign. Before a marketing campaign is launched, the brand needs to know its elements to ensure that the campaign is successful.
We’ve discussed 6 critical things that marketers must plan while creating a marketing campaign in this blog post.
Defining a campaign objective refers to setting the goal that the brand wishes to achieve before executing a campaign. Unless the objective is clear, one cannot decide what marketing activity should be adopted to achieve that goal. For example, a campaign objective can be spreading awareness about a brand. Businesses can achieve this by increasing website traffic and social media reach.
Running campaigns in the digital space is not enough. The results of campaigns need to be measured to know whether the campaign has been successful or not. Here, we’ve described some performance indicators whose knowledge will help you analyze advertisements and use the results to plan and execute better campaigns in the future.
Some campaign metrics have been discussed below.
Impressions refer to the number of times the target audience views a marketing campaign. For example, if one advertisement is displayed ten times, it will be called ten impressions.
Reach refers to the number of unique individuals exposed to a specific piece of content.
Return on Ad Spend (ROAS)
Return on ad spend helps determine the effectiveness of an advertising campaign. In other words, it is the revenue generated for each rupee spent while running a specific advertisement. Therefore, the revenue generated/investment helps measure ROAS.
Frequency refers to the number of times an individual is exposed to a specific marketing message. An extremely high level of frequency may cause frustration amongst users. In contrast, a low frequency indicates that the audience may not get sufficient time to remember the brand and its offerings.
The conversion rate refers to how frequently a click or a visit results in a conversion. This rate is calculated through this formula: Number of conversions/Total number of visitors multiplied by 100.
The click-through rate determines the percentage of people who look at an advertisement out of those people who saw the advertisement.
Cost Per Click
Cost per click refers to the price paid by advertisers each time someone clicks on a pay-per-click marketing campaign.
A brand’s target audience refers to the group of individuals who are most likely to require its products and services. Therefore, before creating a marketing campaign, it is essential first to understand the characteristics of the target group and their likes/dislikes. Businesses can identify target audience as per the following:
Marketing campaign channels refer to the channels that help you reach your target audience with your products/services. For example, in the case of advertisements, these channels can be the platforms related to advertisements (Facebook, Instagram, LinkedIn, etc.) In addition, businesses may execute other marketing campaigns through creating specific email marketing strategies, social media campaigns (contests and other campaigns), etc.
Campaign timelines enable you to view your marketing activities over a specific time frame. For example, you may launch an advertisement, modify it, and launch a new version of the advertisement in the next month. The timeline can show all the advertisements created over time so that it is easy to know the strategy has changed over time.
The campaign budget refers to the expenditure that advertisements want to make on a specific advertising campaign. While creating an advertisement, the budget needs to be determined. It may be a lifetime budget (for the entire campaign duration) or a daily budget (to be exhausted only within a specific day).
Are you ready to make your next marketing campaign a success? Consider all the seven things mentioned above. Let’s Build Brands is a marketing agency offering digital marketing, advertising, and marketing consulting services. If you wish to know more about the services offered by Let’s Build Brands, click here.