Digital Marketing Campaign Analysis – The goal of marketing campaign planning is to identify appropriate, integrated marketing activities and channels to achieve campaign goals and influence customers. An effective campaign plan has an engaging, shareable and promotional concept that utilizes both offline and online marketing communication tools and digital media channels.
A campaign plan is a short-term communication plan to generate leads or sales. Its purpose is to attract an audience, it usually has a content marketing focus and an integrated media plan.
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Your marketing campaign plan should be used to maximize the reach of your online campaigns and acquire new customers. Retention campaigns are used in larger organizations. Campaigns should be used and designed with specific objectives in mind, such as:
The stages of marketing campaigns and the main issues that should be included in your campaign plan are:
We recommend using the RACE framework when planning your campaign. RACE is a practical framework to help you manage and improve your digital marketing results. Ultimately, it’s about using best practices in digital marketing techniques to get the most business value out of your digital marketing investment.
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The RACE framework covers the entire customer lifecycle, or marketing process, from acquisition to retention, as shown in this infographic that describes the goals and measurement of each part of RACE. Use RACE to track your marketing efforts across the reach, action, conversion and engagement stages of your customer lifecycle.
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There is also an initial phase of the plan, which includes the development of an overall digital strategy, goal setting and plan.
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RACE consists of four online marketing steps or activities designed to help brands engage their customers throughout the customer lifecycle. We will explore this in more detail below.
The RACE framework helps simplify your approach to reviewing the effectiveness of your marketing campaigns and taking the necessary steps to improve their effectiveness.
Learn more about the RACE framework in our dedicated marketing tutorial and templates. Our marketing solutions guide you step-by-step through the process of planning, managing and optimizing your marketing campaigns and marketing activities as usual.
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To make sure your marketing campaign plan has all the essentials, I recommend using the SOSTAC® structure developed by PR Smith – Dave Chaffee, co-author of the published book.
SOSTAC® is an excellent framework for structuring business, marketing or digital marketing plans as it is relatively simple and logical, making it easy to remember and explain to colleagues or agencies. SOSTAC® is a strategic planning process framework that gives you a clear structure to work with to develop and manage your plan.
We recommend that you create a conversion-based campaign prediction model for your campaign to ensure that it has the audience necessary to achieve the required business results, i.e. leads and sales.
The strategy summarizes how the objectives will be achieved. This is the shortest but most controversial part of the plan because it guides all subsequent tactics. It answers questions including:
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Tactics are the details of strategy. They outline exactly what tactics will happen when in a marketing campaign plan. The tactics you choose should support and follow your customer journey. Questions include:
To achieve your advertising goals, I suggest you consider these 6 channels identified in this table.
Control determines what you should do, when, and what will happen. The plan tracking section ensures you know if you’re succeeding or failing and can make changes – before it’s too late. Measuring the success of a marketing campaign is based on the overall marketing goals detailed in your marketing plan.
Marketing campaign planning is not just for large marketing departments. Organizations of all sizes, types, and stages of existence can use a marketing campaign plan to achieve an effective campaign. Today, when businesses are using content marketing extensively, your content launch campaign plan makes campaign planning more relevant for all businesses.
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A marketing campaign plan doesn’t have to be long or complicated. Creating a simple campaign plan with clear actions can ensure that small and large organizations stay focused on their goals and overall business success.
A marketing campaign plan is a small part of your marketing plan; activities designed to achieve a specific goal. It is not regularly produced as part of an annual cycle, it is project or situational.
Unlike a business plan, marketing plan, digital marketing plan, and multi-channel marketing plan, a campaign plan has a limited duration to achieve defined goals. For example, it should be integrated with your overall marketing plan, digital marketing plan and multi-channel marketing plan to ensure full alignment.
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Thanks to Sarah Cowman for sharing her advice and thoughts on this post. Managing Director of Yorkshire Marketing Agency, Sarah is an award-winning marketer. Saara has over 10 years of experience in implementing results-based marketing and communication strategies, plans and campaigns. You can connect with him on LinkedIn.
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