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Managing Marketing Campaigns
Managing Marketing Campaigns
Marketing campaigns should be projects in themselves and to be most effective they should be planned like any other project. This would include progressing through different stages; from the marketing brief, drawing up aims and objectives, planning, designing, monitoring and finally evaluating the overall success of the campaign to indicate the overall return on investment.
IMPORTANT QUESTIONS TO ASK WHEN STARTING A NEW CAMPAIGN:
IMPORTANT QUESTIONS TO ASK WHEN STARTING A NEW CAMPAIGN:
What is the purpose of the campaign? Think about the general aims and how the campaign will fit in with the overall strategy.
What are the objectives of the campaign? Think about SMART targets, or comparing against industry benchmarks, previous campaigns or similar campaigns from competitors.
Who are the target audiences? Think about the different market segments or the different types of people you want to reach. Try to create profiles for these different audiences.
What platforms or media do they use? Think about your audiences and what different technologies or social networks they use and how they receive or engage with news or information.
How can you reach your audience? Think about how you can present your message in different ways to reach all of your audience; such as text, images, video, long form or short form, persuasive or factual etc.
What content do I need to create and what external content can I curate and share? Think about partner organisations, current affairs and upcoming events that you can participate in.
Marketing Audit and Reporting
Marketing Audit and Reporting
When it comes to marketing and advertising, it's all to easy to "spray and pray"; create something, put it out there and hope for the best. We all do it... But at some point we need to get serious and try to comprehend what actually works and what doesn't.
"What gets measured, gets managed"
To reign in and reign over your marketing strategy, start with these three steps:
Learn about what you CAN measure, and what you WANT to measure, to explore how you can measure what is needed without any additional noise. Write down your actual business objectives.
Audit where you are currently; consider using the basic audit provided as a starting point
Plan a monthly report; make a detailed plan of all the metrics you want to report on each month, even if you don't have the ability to do so just yet. For every detail you have no data for; create an action to obtain meaningful data. Consider the provided plan as a starting point.
Useful Concepts and for Marketing
Useful Concepts and for Marketing
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