Guide to Planning a Successful Digital Marketing Campaign
In the mesh of 2.5 quintillion bytes of data created every day, is your digital marketing agency able to create a memorable impression on the target audience? Well, here is a way to find out::
· Can you describe your ideal consumer persona in 3 lines?
· Have you identified the key communication channels for your brand?
· Does your campaign reflect the core value of your brand?
· How will the campaign lead you towards your end goal?
Somewhere within the answer to these questions lies the proof of the pudding that is your digital campaign strategy. Whether it is foolproof or will outrun the budget midway depends on how well-planned it is. For every digital marketing agency knows the difference a thoughtful, well-developed and executed digital marketing campaign can bring to a brand.
A digital marketing campaign, as a building block of your digital marketing strategy, requires in-depth research, planning, time, practical budgeting, industry expertise, knowledge about the medium, content and design intellect. So if you didn’t have answers to most of them, this guide on how to plan a successful digital marketing campaign by Flora Fountain, the best digital marketing agency in Ahmedabad is all you need.
Get ready to gear up your digital presence!
WHAT IS A DIGITAL MARKETING CAMPAIGN?
In a buffet of news, memes, reels, emails and blogs flooding the digital world, a digital campaign can be a delightful dessert for the brand and the audience likewise. But before understanding the nuances of a digital campaign a social media agency must unravel the complexities of digital marketing strategy.
Your digital marketing strategy is a plan for establishing and strengthening the digital presence of your brand. It involves selecting the appropriate medium of communication, audience demographic, defined end goals, ways of measuring the goals, design, and content structure.
The specific action you take to implement a marketing strategy is your digital marketing campaign. A digital campaign can be launched in the form of an online video, paid social media ads, graphic storytelling or as simple as a social media post. Hence, digital strategy is the “WHAT” is to be done while the campaign is “HOW” the goals are achieved.
For instance, with the aim of increasing its sales and attracting a younger demographic in India, KFC launched the Design Your Own Bucket campaign on Facebook. The simple idea of letting its audience design the KFC bucket brought great exposure to the brand amidst a totally new audience base. Additionally, it boosted their daily interaction as over 5000 participants shared their ‘So Good’ moment on their page.
Another impressive digital campaign was ‘#TouchOfCare’ by Vicks, launched in 2017 on YouTube. This campaign weaved around the millennial consumer and the changing idea of families brings out the core of storytelling curated as per the audience profile. The film in the series received over 22 million views in no time.
A significant insight for brands and a digital marketing agency from this campaign is that any digital marketing campaign, especially those that run over a long stretch of time will change as per the changes that affect the audience.
PLANNING A DIGITAL MARKETING CAMPAIGN LIKE A PROFESSIONAL DIGITAL MARKETING AGENCY
The steps of planning a digital marketing campaign include:
Step 1: Curating the audience persona
Step 2: Sketching out your end goals
Step 3: Evaluating your budget
Step 4: Working on the content and communication channel
Step 5: Auditing your campaign strategy and executing accordingly
Let’s understand each step in detail.
CURATE THE AUDIENCE PERSONA.
Knowing your target audience is essential for any marketing approach, whether digital or otherwise. Your first step should be to establish detailed buyer personas, which are the foundation of the most successful digital marketing strategies. This will help in developing various kinds of digital material that will relate to them.
The kind of information a digital marketing agency researches about the ideal consumer depends on the positioning of the product, business model (B2B or B2C), price range, etc. Here are a few parameters for the demographic details of the consumer persona:
· Location
· Age
· Education qualification
· Income
· Goals
· Hobbies
· Purchasing habits
It is best to always use real data and not assumptions and to get a more inclusive data bank of your audience, taking into consideration a wide pool of individuals coming from diverse backgrounds.
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