Published on January 30, 2020
Updated on July 27, 2020
Read time 9 minutes
Your Ultimate Guide to Marketing Campaign Management
Nowadays, if your marketing channels are not lit enough then we apologize in advance for your business not doing well. Simple.
Why is that? Because there are unlimited marketing and ad campaigns happening literally every second, all over the world, and if you’re not focusing on your marketing channels then you’re gonna lose a big chunk of the publicity pie that your company needs.
But sometimes, if you’re running a successful business supported by different marketing campaigns, it can also overwhelm you and exhaust you to the point that you’ll start to question “Why you’re even running all of these campaigns in the first place?”.
Well, this happens when you are not running your campaigns through proper time execution and planning, and also when you don’t have enough knowledge about your audience.
In this article, we will teach you about managing your market campaign and how you can take your marketing game to the next level. Let us start from the very beginning.
What exactly is Campaign Management?
Essentially, Campaign management is the planning, tracking analysis and execution of all of the factors involved in a standard marketing initiative. These activities can be used to launch a new product or event, or they can also be used to promote an existing business or product.
The world is more inclined towards Digital Marketing nowadays, but if we talk about marketing as a whole, it consists of the following channels to get the message out. They are:
All of these focus on pushing potential buyers towards focusing on a topic or idea.
The whole purpose of these marketing campaigns is to gain the attention of potential customers about a very specific problem. You need to convey the message that the problem in question can only be fixed by using your service or product.
They may seem overwhelming at times, but they are absolutely crucial in raising marketing and audience awareness about your brand.
Steps to Effective Marketing Campaign Management
Marketing Campaign is your map to all the activities related to marketing. You need to include all the activities you will measure and monitor.
A good marketing campaign includes your goals for the campaign, a timeline, and tools you will use or platforms you will use to facilitate the marketing campaign. Here are the seven steps that can help you build an effective marketing campaign:
1. Define Goals
Define and decide how you will measure your goals. An obvious goal may be that you need more customers, but this is not specific enough.
Create a specific goal for your campaign. Whether this be the amount you want your sales to increase or whether you want more new customers.
Make sure that you tailor these goals to the way your business runs and the needs of your business.
By defining clear and specific goals, you will be able to create an effective and efficient campaign. Moreover, you will be able to create a campaign that can capture and measure results.
Being able to see your goals clearly will also help you decide what type of resources you need to be able to meet these goals.
2. Know Your Audience
Know and define your audience. When creating a campaign, you need to be very aware of who your target audience is.
Defining your audience will allow you to create a campaign that will resonate with your target audience and you will be able to address them directly.
This in turn will allow you to improve your response rate, as the campaign will spark interest in your audience and be meaningful to them.
3. Set Target Audience
The purpose of this type of campaign is to connect your audience, who are also your customer, to your company and products.
After defining your goals, and then who your target audience is, it is important to decide what is the best way to communicate with them.
Decide on what tools you can use to pinpoint your target audience and recognize how you can effectively reach them.
Select the correct platforms that will best allow you to reach your goals and meet your audience’s needs. We have discussed below the different types of tools you can use to achieve this.
4. Decide on Resources
Have enough recourses for your responses. Make sure you have the right amount of resources to be able to handle the response to your campaign.
5. Marketing Budget
Create a budget. Make sure you create an extensive detailed budget for your campaign.
Make sure you include all the costs that will be associated with your campaign from the start. This budget should align with your goals. It is not enough to simply throw money at a product hoping it will do well.
6. Campaign Content
Create your marketing content. Now that you know who your audience is and what your goals are, create content that will grab your audience’s attention in the crowded media marketplace.
7. Monitor Your Campaign
Test and evaluate. Make sure you monitor your workflow, all elements of the campaign need to work smoothly for it to be a success.
Make sure that your workflow meets deadlines and goes according to plan.
Moreover, the campaign does not just stop once the content is created. You need to make sure orders are met and customer feedback is addressed.
Furthermore, you need to evaluate whether your campaign is even meeting the goals you have set.
Perhaps try and test variables with smaller audiences before sending out the campaign in its entirety to see whether it will work or not.
Why Marketing Campaign management is so vital for the business?
There is no hard and fast rule when it comes to marketing campaigns. Some businesses run marketing campaigns in a single city to attract the local demographic and then pull that product off after a couple of weeks if it’s not that successful.
While some companies may run a successful ad campaign that stays there for decades. Regardless of the genre of the project or the scale of the ad, here are some of the most common marketing campaign steps that have benefitted a lot of businesses throughout the world. They are:
- Analyze results and optimize the strategy
- Understand the business’ goals
- Distribute marketing collateral and track results
- Develop a strategy to meet these goals
- Create marketing collateral for different channels based on the strategy
These steps are just for the initial stages of the marketing campaigns and when the campaign develops, the goals also evolve further, resulting in an increased target audience with different stakeholders.
One thing to keep in mind that, all of this, the marketing channels and everything cost a lot of money that generally comes from heavy investment from the upper management. But for that investment, you get a lot of amazing benefits like:
- Generating new customers
- Increasing sales and profits
- Defining the brand experience
- Increasing product awareness
- Introducing a new product
- Establishing a brand image
- Reducing the impact of negative publicity
Obviously, when the stakes are this high and there is a lot of investment to protect, you can’t just go from simple business goals to an international ad campaign without a watchful eye on every element. The watchful eye belongs to your marketing campaign manager.
What are the duties of a Campaign Manager?
Now that you have a proper idea of what campaign management is, it’s time that you get to know who’s behind all of it. That individual is the Campaign Manager. What do they do? Well, they are the ones who create marketing strategies on which your whole promotion campaign runs.
Campaign Managers are typically responsible for planning the whole campaign and then guiding the team to execute the marketing campaign in such a way that the business can get the required attention.
Popular Marketing Campaign Management Tools
No matter what area of expertise you have or what level of expert you are, you need tools that will help you increase your productivity and maximize your business. This is also the case with Marketing Campaign Management.
Here are some of the most important tools, a Campaign Manager can use to facilitate the marketing campaign and raise awareness for the business/product in question.
|Videos||Videos are one of the best marketing channels in the world right now. Everyone loves videos and when they see the product or business in action, it’s very easy to make the decision and get on the bandwagon. Videos provide brand recognition, educate the clients about the product and even help them learn how to use it.|
|Print media is one of the oldest forms of marketing tools and is still effective to this day. This includes magazines, flyers, newsletters, catalogs, newspaper ads, and brochures.|
|Television||Television is a more effective medium that helps the clients or customers visualize themselves using the product. If the ad is great, then all the words, music and pictures used in a Tv ad create a memorable campaign that stays in the heads of the audience for a long time.|
|Outdoor Media||Outdoor media is an important marketing channel that you can take advantage of nowadays. These marketing campaigns consist of ads on park benches, road-side billboards, bus shelters and on different subway cars and taxis, etc.|
|Radio||Radio is one of the oldest marketing channels that are still relevant to this day. Radio channels offer local audience attention with only one drawback, that there is no visual element present. Nonetheless, many people commuting to or from the office tune in to listen to the radio, and also some radio listening enthusiasts at home.|
|Inbound Marketing||This marketing channel is used to attract potential clients. These new people are drawn to the company or product long before they are ready to buy them. This brand awareness can be gained thought content marketing, events, blog posts, and social media.|
|Blog Post||Short and Precise articles about your product or company are an amazing way to gain the attention of your potential users. You can provide all sorts of information in a single piece and mold it to benefit your company as you see fit. You should make your presence known and then you will enjoy the rewards when you will be trending everywhere.|
|Contest||Nowadays, every big influencer or company has an account on all of the big social media platforms. You need to do that as well because that will help you be in close contact with your customers. When you do that, they will be easily able to relate to your product because of the human touch and then you can hold competitions about a certain product of yours. When you hold that contest, they will submit their entries and you will have user engagement data that will help your business without spending a dime. You can also ask questions about a new product you are developing and see how many customers respond to it whether positively or negatively.|
|Telemarketing||Telemarketing is a great example of targeted marketing that originated around 1970 and has since done wonders for in the marketing world. This is the process of making calls to different existing clients, new clients, potential patrons or even purchased lists. They are often used to promote a company or a specific product, but they can also be used to gather user experience about them.|
|Messages that are delivered to the customers’ electronic inbox can take a few different shapes. They are:|
Newsletters: They are recurring messages that let the customers know what new features or some new products that are being introduced in the market. When the users subscribe to your newsletter, you can evaluate the importance a certain product is getting and that is very valuable user engagement data.
Drip Campaigns: These marketing campaigns help the people in understanding the sales process and also provide valuable information about the product that lets the clients take action and acquire your product.
Automated Emails: These emails are sent as an automated response to the person when he makes an action regarding the business/ product.
Invitations: Invitations are offered to the people so that they can RSVP for an event or if they want to try out a new product or business, you want them to.
|Interactive Ads||Interactive ads are an amazing way to gather information about a certain campaign through some very engaging graphical posts and very specific call-to-action.|
|Paid Ads||Nowadays, there is a lot of money being spent on paid advertisements. People from all parts of the world are online every single day and when they access their social media accounts, there are paid promotions on their pages that inform them about new or existing businesses/ products. So, when the business can get attention through these easy ways then paid advertisement businesses.|
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