Planning is the key to success
If you want to build productive relationships and engagements with your customers, careful planning and execution of your digital marketing campaign is crucial. So, how to plan a digital marketing campaign that incorporates all your diverse elements into a resounding success?
Previously we’ve discussed the importance of the relationship between customer experience (CX) and also how digital marketing has become indispensable to the delivery of customer satisfaction, loyalty and advocacy.
Following on from this, we’ll discuss why digital campaigns so perfectly support CX, and how you can plan your digital marketing effectively.
Just what is a digital marketing campaign?
Broadly speaking, a digital marketing campaign comprises online marketing and advertising activity over a set period of time. It aims to drive brand awareness, customer acquisition, engagement and revenue, among other things. Your business should use a combination of marketing channels, such as email marketing, social media, pay-per-click (Search Engine Marketing) and a mobile app, in order to deliver a campaign message which targets your audience base.
What makes an effective digital marketing campaign?
It goes without saying that your digital marketing business plan should be based on your target audience’s needs (eg whether your focus is B2B or B2C), as well as your business goals.
Here are some key steps – a digital marketing campaign checklist:
- Set realistic objectives
- Define your target audience
- Choose your best channels to deliver great CX
- Set your key performance indicators (KPIs)
- Test and optimise
- Apply your findings
Set your digital marketing objectives
It’s always best to limit your campaign goals to only two to three primary objectives. This is because a longer list generally results in you having to manage too many variables. Other considerations include your available budget, your timeframes for a result, and the resources you have available to adjust your campaign program.
Your campaign objectives might include:
- Customer acquisition or retention by X%
- A free shipping promotion
- Refer a friend promotion
- Superannuation consolidation
- An EOFY promotion
Know and segment your customers or audience
Every customer wants your brand to communicate with him or her on a one-to-one basis. To do this you need to find out as much as possible about your target market, in order to personalise your messages.
You can create personas by segmenting your audience, then identifying the needs and behaviours of these different segments. Determine these sectors by, for example, analysing the sales, loyalty and CRM data of your customers, or leads. You can also obtain qualitative input from your sales team, account managers, or even industry data to build an overall picture of your different personas into a single customer view (SCV). You can even create lookalike audience samples, to determine your target audience.
But to really pinpoint your audience, your campaign should have a range of audited and valid data attributes for your customers and prospects. Using this quality data, after taking subsets from each of your primary segments, you can experiment by creating ‘subsets, to qualify the right audience level(s). For example: Female customers frequently change their cosmetic buying patterns according to the weather.
Creating the best digital marketing mix for great CX
Once you have your personas, pinpoint the best channels with which to engage them. These mainly include email, social media, SEM and mobile apps. Choosing a balanced Omni channel blend to promote your brand is the best approach for optimal CX.
Identify all the touch points of your campaign for every channel. Then map out your customer journey and prepare to manage different scenarios. This will ensure you’re ready for any necessary adjustments in your campaign.
Your customers can choose any of your channels to browse your products and services. As a digital marketer it’s crucial to identify their behaviour and segment accordingly. In this way you’ll engage your customers effectively, by offering them personalised and relevant services and products. And you may even get to understand their next best action (NBA) in the journey.
How to measure the success of your campaign
Your campaign will only be as successful as your ability to capture and analyse the correct data. So:
- From your campaign objectives, use your channel metrics to establish measurable data, KPIs, and ROI, as well as the relation between them. Eg, for email marketing, click-through rates (CTRs) for the content provides key insights, as well as indicating what’s of interest to the recipient.
- Define what’s being monitored and how often.
For optimal CX, it’s important to engage the right tools and technology. However, for effective marketing and to build deep relationships with your audience, this technology must have access to precise and realistic data sets.
Post campaign scrutiny
The end of your digital marketing campaign can often shed light on the beginning of your next one. Once you’ve diagnosed your results, make sure that you dive deeply into every aspect of your collected data to get insights into your next campaign. Going back over results and content is critical to continually fine-tuning and improving CX.
Getting started on your campaigns
At Bridge we provide campaign management as an integral part of our design and delivery of Digital Transformation solutions that will help transform your brand.Some of the approaches by which our highly experienced team can help your business get started on campaign management include:
- Defining and designing your campaign roadmap and platform setup with future data growth.
- Applying our expertise in preparing and ingesting data in real-time. This enables your customers to see relevant offers and alerts based on their recent online interactions and preferences.
- Managing your customer subscriptions and preferences from any channel, including email, SMS, phone, or from their account.
- Mapping responses with your digital marketing assets to existing customer facing systems or a CRM system.
As one of Australia’s leading digital business specialists we’ve successfully delivered digital marketing strategies for multiple clients. To discuss how we can facilitate your brands digital marketing transformation, get in touch with our experts today.
Ashish Kidecha, Senior Consultant
Meraj Huda, Managing Consultant