Strive not to be a success, but rather to be of value. – Albert Einstein
Although Albert Einstein wasn’t talking about digital marketing in this quote, it is most certainly applicable to the subject. The ultimate success of a digital marketing campaign should not be solely measured by the number of people engaged or how many “likes” received – but instead by return on investment and other valuable key performance indicators related to business goals. A marketing campaign that is both successful and valuable should be anchored in business objectives and executed with strategy and creativity. So, how do you develop a truly effective digital marketing campaign?
Outline Your Goals
Objectives are the most fundamental component of any marketing campaign, digital or not. Goals will determine the direction for the entire campaign, from the general strategy to specific tactics. Campaign goals should not only be specific, measurable and realistic, but they should be purposeful and align with real business objectives. Getting more “likes” is great, but to be truly valuable it must deliver more meaningful results.
Determine a Strategy
Your digital campaign strategy should take into consideration every aspect of the campaign – from the target audience and messaging approach, to the channels of execution and budget. Developing an effective strategy requires a deep understanding of the various online channels and how they work together, as well as best practices to achieve maximum results. Once finalized, these strategic decisions should materialize into a comprehensive plan that directs/governs the entire campaign.
In order for a campaign to be impactful, it must be relevant to your target audience. Plain, broad messaging isn’t going to deliver valuable results. The true essence of marketing is to take pure business goals and make them into something your audience can relate to. Take a position. Incite an emotional response. Establish common ground. This kind of approach will help your company form a link between your messaging and your audience that will strengthen the effectiveness of your campaign.
Reach Your Audience
It’s pivotal that you actually reach your audience. You can’t assume that simply adding a promotion or page to your site will automatically attract your target audience. Reaching your target audience requires the application of strategic tactics such as Tweet