HOW TO CREATE A GREAT DIGITAL MARKETING CAMPAIGN

Set Goals and Objectives

As in any other form of media, working with a clear and specific methodology is essential especially, when planning a campaign at the digital level. The first step is to set goals and conduct research aimed at understanding the competition, industry and consumer trends. While conducting this research, you should define your objectives and collect information about the client/brand, target audience and the related market.

To follow through with any campaign, you need to answer two questions:

1) What is the goal?

and

2) What is the desired action? Do you want to increase sales, launch a new product, need feedback from your customers or want to generate some rewards for their loyalty?

Team Work

You must develop a global benchmark category and identify opportunities in new digital media formats, and new social trends, relating to new consumer channels. For this first step, it is essential to have a multi-talented team to investigate these opportunities from the perspective of your consumer and two-way communication.

A Strategy

The next step is to propose a strategy and plan where you want to go with your digital marketing campaign.After analyzing the information obtained in the research process, you are in a deductive process. It must define the path to the solution, developing an action plan that defines the elements of digital communication. This strategy should contain elements of Seo, Advertising, PPC, and Social Media aiming at a comprehensive online strategy.

From planning to development, it’s important to define the creative concept. It is crucial that creativity reflects alignment of the various elements.

The Campaign

Once the strategy and creativity is defined, you are in the production process of campaign development, which is the process of producing various pieces that make up the creative strategy. To achieve a good final product, it is essential to have an integrated team capable of graphic design, multimedia and programming to manage the relationship with the client. Importantly, unlike an offline campaign, the production process in the online world has stages of animation and programming while providing an innovative experience to the consumers.

After launching the campaign, it is crucial to track analytics. At this point, the digital domain that has been setup will allow monitoring in real time which will allow you to instantly correct any deviation or weak point. Tracking tools like Google Analytics collect and analyze results so that you can constantly improve your campaign.

Visibility

Visibility is critical in any campaign. A lesson you must learn is that no matter how good your products/services are, if a good analysis and advertising campaign is not made, you will potentially lose a massive quantity of buyers and/or visitors and your sales will never achieve the targets you set. Visibility can come from many sources such as advertising, natural search, social media, content marketing, e-mail marketing and many more venues. Having an idea of what services to use to present your product is crucial for the campaign.

Measuring Results

When measuring the success or failure of a digital campaign, it is essential to understand what you are measuring. Many feel that having a million hits is a success. It is a success, if the goal is purely branding and distribution, for example, launching a new product.

However, it is important to measure the investment versus the results, the final ROI. If you have a campaign that aims to promote direct sales via online medium, you should measure the sales generated, not the number of unique hits that are obtained. An online campaign must raise measurable objectives.

What are the main elements that influence the effectiveness of an online campaign?Multiple factors influence the effectiveness of a digital campaign. Among them, the most important are:

• The quality of the creative banner design
• The number of times the campaign is seen
• The context of site where the banner is located

Several studies indicate that firm’s brand recognition grows when it’s shown more than 10 times to the same person. This is important especially for new brands in the market. It is also important that campaigns have the company logo on the banner being displayed.

The last recommendation is to quantify the success of your campaign. Presently, there are many methods that allow us to measure results, and the most common is to use tracking codes like Google Analytics or Histats. No matter how great your campaign is, it is always a good practice to measure the traffic, the achievement of objectives such as sales, number of visits, conversion rate, most successful keywords, sites linking to yours, etc. One of the tools that we recommend using is Google Analytics, because it is the most famous and complete tool. In addition, Google Analytics is useful for all types of projects from marketing campaigns, mobile apps, Webapps, to monitoring games and other things.

For more information and assistance, feel free to fill our free marketing analysis form and have our experts put together your winning strategy.

MEDIA BUYING, A NECESSITY FOR ANY ONLINE MARKETING CAMPAIGN

Online Media Buying has become a basic necessity for organizations, companies and institutions around the world, as the Internet gains new users every day. The worlds internet users see banner ads in their day to day browsing and use these means to inquire about the products and services they require as well as to acquire them.

Advantages of Online Media Buying

Some advantages of Buying Online vs. traditional advertising media is that online media buying is much cheaper, you can target your market better, and you can also be at the right place at the right time. The goal of any advertiser is to place the business in front of the eyes of potential customers, and having a banner ad conveniently placed on the same page that clients are searching for answers can be advantageous in many ways.  Media buying also helps user interaction, as everything is measured, and quantified to make you know the exact source of traffic, how long they were on the page, and what keywords they used to find you, etc.

An Important Element to add to Existing Campaigns

Online media buying can complement traditional media campaigns such as TV, Radio, leafleting, Point of Sale, Activations, Guerilla, etc. In fact every day the trends shift toward comprehensive campaigns in which an interaction takes place with the user in every media format whether online or offline.

Meanwhile, companies all over the world are spending a higher percentage of their budget purchasing Online Media. Currently e-commerce businesses face a big challenge in media buying. Business partners have the challenge of buying traffic that is targeted to their sites purpose; advertisers on the other hand have the challenge of finding the channels that will provide the best results for allocation of funds and this is not easy to accomplish, both tasks can be difficult.

The business owner will usually choose to purchase traffic on a large scale which is not necessarily qualified. Certainly, this scenario will provide a gain in page views and clicks. However, this does not refer to a delivery optimized with respect to cost benefit campaign. It can be tough to assess the pricing of sales traffic, and this is a problem business owners see often, which is why they should hire professionals to optimize and manage their PPC campaigns and media buying efforts.

The side of the advertisers account is more complex. When your e-commerce business grows large enough, you also hold a presence across the web, a presence you must solidify and grow. Your brand can become present in channels such as aggregation sites, portals, search engines, affiliates, among  many others.

What is the best course of action? 

Most people will opt for a direct investment for a specific frame of time, which can deliver good ROI, deliver leads or even attract new customers, however poor choices could undermine the medium-term strategies and existing gains. Stop investing in the same channel and start diversifying your strategies. A good online marketing campaign has organic rankings, PPC, Banner ads and Social Media in mind.

What  is the best channel to invest in without jeopardizing any gains in your current digital strategies? This varies according to niche, segment, competition and product portfolio.

In countries like the U.S. and UK, the percentage of media buying exceeds 17% of advertising investment, which indicates that the trend remains entirely favorable to the buying of online media. You being responsible for the advertising budget must consider these online actions. If you need a professional agency that has media buying experience, contact us.