Marketing campaign is a holistic, long term, strategic approach and a broader game plan for any firm or any company with the basic objective of achieving a successful competitive edge by understanding consumers’ needs and desires. Marketing campaigns are a crucial aspect for a company as they not only affect consumer behavior, but also have tremendous effects on organizational growth and corporate profitability. Any form of marketing, be it print, electronic, or interactive in nature, shapes consumer perceptions and influences buying decisions. Marketing campaigns are designed to satisfy specific marketing objectives. This includes establishing brand awareness and defining competitive advantages. They also include the launching activities to generate demand for products and services.
Print Media: Marketing campaigns are mostly launched through mass print media like newspapers, periodicals, brochures, post cards, directories and billboards. The print media helps in creating brand awareness among masses. A major part of a marketing campaign is advertising that reaches out to masses through media of print. Advertising via electronic media reaches out to potential consumers across the globe by delivering the message to them immediately. Online advertising delivers message straight to potential buyers by means of e-mail, instant messaging and websites.
Social Media: The entire process of marketing campaigns includes social media and other forms of internet marketing campaigns. One of the most effective ways of gaining brand awareness among masses is social media marketing campaigns. Social media helps in sharing information with millions of people across the world. Blogs and video marketing campaigns are also being used for creating brand awareness among customers via social media. In short, social media helps in making the customer know about a product or services.
Marketing Goals: When planning an online marketing campaigns, the first thing that should be taken into consideration is the aim of the campaign. Knowing your goals beforehand will help you plan the strategy effectively. Some of the common goals that you can have are to increase sales, attract new customers, create brand awareness and reach out to a wider audience. Other goals can include increasing traffic, increasing productivity and saving cost on different channels. Depending upon the goals, you can select a particular channel.
Approach: After knowing the goals of a particular campaign, you need to decide the way to implement them. The best way to do so is to have a clear cut understanding of your goals and objectives. Based upon these, you can select the type of promotional method to use. There are different types of campaigns available including pay per click, email, SMS, coupons and many others. The best option would be to select all of them and have them integrated with one another. This will allow you to reach out to more potential customers and save costs on different marketing channels.
Budget Approval: Budget approval of marketing campaigns is very important. If a campaign is not able to meet your budget constraints then it becomes very difficult to implement. Always keep in mind that in every business, there is always room for flexibility. You should never compromise on the quality of your product or service just to reduce your budget.
Individual Sostac: Marketing campaigns are generally classified into two groups: the small business and medium business. Small business campaigns are more effective as they require shorter time to develop and have smaller budgets. Medium business campaigns are generally long term and require greater budgets. Medium businesses also encompass global markets. For this reason, it is advisable to use small business tactics for local and niche markets.
Approach: Once you have made a decision on the channel to use, the next step is to identify your target audience. You should identify the people who are likely to benefit from your products and services. This can be done through research by looking at existing customer segments. Creating a separate media channel for your campaign is recommended if your target audience is very particular about the media. You can also identify potential media channels during your planning phase.
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