by Marketing campaigns promote products through different types of media, such as television, radio, print, and online platforms. Campaigns are not solely reliant on advertising and can include demonstrations, video conferencing, and other interactive techniques. Businesses operating in highly competitive markets and franchisees may initiate frequent marketing campaigns and devote significant resources to generating brand awareness and sales.
Sometimes the best way to define something, particularly concepts such as campaign marketing, is to look at some concrete examples in action. There are some excellent instances of campaign marketing that have come out of the B2B realm over the past few years, targeting the various different segments of the Inbound Marketing and sales funnel. So, let’s take a look at two of the best of them one that targets the middle and bottom stages of the funnel as well as one that targets the top.
Marketing campaigns bring together several kinds of marketers. Some may specialize in inbound marketing, others may focus on outbound marketing, social media marketing, content marketing, or other areas.
Today, much of this collaboration between different marketers can be achieved using cloud-based applications and tools. As such, it is increasingly common for businesses to have remote marketing staff or hybrid working business models.
Marketing teams can have a mixture of on-site marketers working from the office, and others working remotely. Numerous effective marketing collaboration tools help remote and local marketing teams to achieve the highest level of productivity while working in tandem.
Other marketing tools increase the efficiency of the marketing department through other means. There are many tasks of a marketing campaign that can be time-consuming if done manually. Thanks to robotic process automation (RPA), it is possible for marketing teams to save time on these repetitive tasks and free up resources.
Today, there are also platforms as a service (PaaS) application that simplify many tasks within the marketing department. It is easy to gauge the impact of your marketing strategies using tools like Google Analytics. You can find customer relationship management tools that automate certain interactions with customers in your sales funnel. Other tools, too, assist in automating email marketing.
Components
The components of a marketing campaign include a planning stage, evaluating how the results of the campaign will be measured, determining a target market, how the campaign will be delivered, how to achieve results, and finally, to assess how well the campaign did.
- Measurement
Creating a measurement criterion to be able to effectively analyze how the marketing campaign has performed is incredibly important. Some measurement tools can be the number of sales, pre-orders, consumer sentiment for the product, shares on social media, or how the campaign is perceived in the news.
- Planning
During the planning stage, it is important to find the goal of the marketing campaign and understand what it is trying to accomplish. Once these are determined for a campaign, it is easier to build a vision and understand the next necessary steps.
- Identification of the target market
Determining a target market is paramount to ensure that the right product is being marketing to the right client; this is one of the cornerstones of marketing. An important aspect of picking the target market is understanding what stage the consumer is in the buying process.
If the product is a new innovative technology, the target market should be centered around innovators or early adopters those who are willing and seeking to try new technologies and products. Whereas if the product is entering a developed market space, perhaps targeting an early majority or late majority audience would fare better.
- Results
To be able to achieve results, it is important to frequently refer to the goals that were set out from the beginning of the campaign. There may not be a set formula to achieve results, as every marketing campaign varies significantly. However, calibrating and perhaps re-calibrating marketing efforts to align with goals is vital in order to achieve desired results.
- Delivery of the marketing campaign
The delivery of the target campaign should form around the type of consumer that is being targeted. If the target market consists of innovators or early adopters, perhaps the delivery of a marketing campaign would be better suited to a medium that revolves around social media. Whereas if the target market is not as in tune with technology, a low-tech delivery of the marketing campaign may be better suited.
- Assessment of the marketing campaign
After the marketing campaign has achieved a result, it is important to assess the results of the campaign and evaluate its effectiveness. An assessment can also be achieved from external sources through feedback from consumers.
A common assessment method to release a feedback forum to consumers when the product is purchased and used. Analyzing the feedback from consumers can be incredibly helpful to understanding if the marketing campaign was successful or if the efforts should be re-evaluated.
