From our storyboard to your computer screen...but what are the steps along the way? Here are the 7 essential elements of any effective digital marketing campaign!
1. Discovery Session: When we first start working with a client we have a "discovery session" where we go over their needs and wants, and set SMART goals for the campaign. Where are you now and where do you want to be when this campaign is over?
2. Research: In the research phase, we determine the target audience, keywords, budget allocation, creative deliverables, and strategic channels to use to most effectively communicate the message and reach their SMART goals.
3. Multi-Channel Strategy: With the discovery session and research done we are able to move forward in mapping out a detailed multi-channel strategy that will be delivered to the client. This includes a detailed timeline, content calendar, action items, and more.
4. Asset Creation: Depending on the "marketing mix" this is the stage where all advertising creative such as videos, visuals, advertising copy, landing pages, drip campaign workflows, etc. are brought to life!
5. Campaign Execution: So far, the campaign has functioned as a bunch of puzzle pieces just waiting to be put together to form a finished product. In the campaign execution phase, the multi-channel strategy and creative assets are pieced together to form a functioning digital campaign.
6. Campaign Management: All pieces of a campaign puzzle must be monitored closely throughout the duration of the campaign. We look at KPIs (key performance indicators) to make sure that are meeting our goals and the campaign is running effectively and according to plan.
7. Campaign Analysis: No campaign is truly over until we have an in-depth analysis of each channel utilized in the campaign. This is where we go over metrics such as engagement rates, conversions, impressions, ROI, and so much more. Analyzing these metrics helps us to perform better and effectively in the future.
By Laura Walsh
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