Non-experts in marketing may look at a successful marketing campaign that achieved massive results, such as the recent campaign carried out by the French fashion company Louis Vuitton Before the World Cup, featuring football stars Cristiano Ronaldo and Lionel Messi playing chess on one of its bags. This image received over 500 million views in one day. They may wonder why not emulate this campaign. Some companies attempted by replacing the bag, sometimes with a dishwasher and sometimes with a detergent. Those who copied this campaign might be surprised that their imitated campaign reached only a few people and blame the social media algorithms
conspiring against them. In this article, we will explain everything related to marketing campaigns and the steps that will help you
to build a successful marketing campaign.
What is a marketing campaign?
It is a set of activities and tactics that are worked on according to a specific and carefully studied plan to achieve
a specific goal. A single marketing campaign might be executed across multiple channels to attract the attention of a specific audience. The marketing campaign differs from the marketing plan, as the marketing plan is usually longer-term and may have more than one goal and includes many marketing campaigns, while the marketing campaign is for a short time and has only
How to determine the objectives of a marketing campaign:
The first step to implement a marketing campaign is to identify its purpose. There are many objectives, but the most important are:
This type of marketing campaign aims to convey the company's values, ideas, and introduce the audience to the brand
and the work it does, and what distinguishes it from competitors.
Launching a new product campaign:
This campaign aims to create a buzz around a new product before its launch and at its onset to arouse people's enthusiasm for it.
and thus achieve huge sales upon its launch
Attracting potential customers:
This type of campaign focuses on attracting new customers and indirectly increasing market share by
attracting those interested in the product or service the company offers and prompting them to try it, either by distributing free samples or
giving out massive discount vouchers in exchange for subscribing to the newsletter or providing contact information.
Campaign to increase interaction with the brand:
Here the goal of the marketing campaign is to increase customer interaction with the brand through engagement in its social media posts,
visiting the store or website, or involving the audience in content creation, just as Starbucks did with its Whatsyourname# campaign.
Marketing campaign to increase sales:
All marketing campaigns have the ultimate goal of increasing sales, but indirectly. However, when the direct goal is to increase sales, the campaign takes a different strategy, focusing on directly urging customers to buy
Through offers and discounts that are time-bound or limited to a certain number of products.
What are the types of marketing campaigns?
There are various types of marketing campaigns you can use to achieve your desired goal. This depends on
Your study of your target audience, your goals, and the capabilities and budget allocated for the campaign. Among the most popular types are
Social media marketing campaign:
Social media platforms today are the easiest and fastest way to reach a broad audience segment at a relative
cheap. Hence, they are indispensable for many companies to increase brand awareness, generate potential customers,
nurture current customers, and engage with them.
Email marketing campaign:
Many people believe that email is ineffective or dead simply because their past campaigns failed. However, statistics according to Hubspot indicate that 86% of customers want to receive promotional emails from the companies they deal with.
Email marketing campaigns are typically used to communicate with existing customers, enhance their loyalty, pique their interest, acquire new customers, introduce them to the marketing funnel, and convert them into real customers.
Search Engine Marketing (SEM) campaign:
This involves paying for your site to appear at the top of search engine results when customers search using targeted keywords. SEM is one of the most important marketing tools that yield immediate results,
Because it brings qualified customers ready to buy to your site or online store, increases website traffic, and generates potential leads.
Search Engine Optimization (SEO) marketing campaign:
Here we mean optimizing your site to appear in search engines and receive free visits. Optimization is done by adding valuable content compatible with search engines, improving titles, page descriptions, and keywords, in addition to improving the site in terms of clean code and user-friendly interface.
How to create a successful marketing campaign:
If you want to create a successful marketing campaign, you must work hard and take calculated steps in the order we will present:
Define the goal:
You must define the campaign's goal before any step and ensure it's a Smart
goal, meaning it should be specific, measurable, achievable, relevant to your final plan, and time-bound.
Define performance indicators:
Measurement is the most crucial step to determine your correct path. To reach your desired destination, you must set performance indicators. These indicators vary depending on the goal and the campaign. For example, if your goal is to increase sales by 10% in February, you will measure your previous months' sales and compare them to February's to determine the profit increase rate.
Identify your target audience:
You need to accurately define the campaign's target audience. Ask yourself and your team these questions:
- Who is the target audience we will focus on?
- What is their gender (male-female)?
- What are their ages?
- Where do they reside?
- What is their educational level?
- What is their average income?
- What are their problems?
After accurately identifying your target audience, you must create content that addresses this audience and solves their problems.
It's not necessary to have only one target audience in the campaign; you can target multiple segments and create different content
for each segment you address.
Identifying the Channels or Tools to Use:
After studying your target audience, you should know which channels suit them, where they spend their time, and on
which platforms. Determine the best way to target them. For example, if your target audience is teenagers,
you can target them through TikTok or Instagram. If they are business owners and administrative employees, you can
target them through email and LinkedIn.
Assigning Roles and Dividing the Work:
Assign tasks to the team members, define each person's role in the team, assign tasks to them, and set detailed deadlines.
- Who will write the content?
- Who will execute the designs?
- Who is responsible for video production?
- Who is in charge of content review?
- Who will launch and monitor the campaign?
And many more roles that vary based on the campaign's goal and the tools used.
Setting the Budget:
Regardless of your goal and the tools you use to achieve it, you must allocate a specific budget for each campaign.
This budget varies based on the duration of the marketing campaign and its objectives. You can launch a campaign
with $100 or launch one with millions of dollars. This depends on your budget and goals.
After all this effort, the time has come to launch the campaign and reap the rewards. This is the easiest stage where you can
schedule posts and activities to be published at the designated times you've chosen. There are several programmes
that can assist you with this, or you can assign the task to a team member to launch the campaign, respond to
comments, and handle inquiries.
Monitoring and measuring results:
What can't be measured can't be improved. Therefore, in the final step, we must monitor the campaign and measure its results to correct the course of the current campaign, identify areas for improvement, discover mistakes, and avoid them in future campaigns.
In conclusion, I would like to emphasize that the failure of a marketing campaign doesn't mean that digital marketing is ineffective or unsuitable for your business. Study the results, review the steps you've taken, identify mistakes, and work on avoiding them in campaign futures. You can also seek assistance from agencies to help you launch your marketing campaign or request a free consultation from Octohubs.