Whether you’re the type of person who reads everything and anything marketing related or you have every form of ad-blocking technology known to man installed on your devices, marketing is one thing no entrepreneur can live without.
Regardless of how you feel about advertising, you’ve doubtless seen marketing campaigns that impress you with their wit, targeting or some other element. On the other hand, you’ve undoubtedly seen many campaigns that leave you wondering, “What were they thinking?”
When it comes time for your own marketing campaigns, the ability to understand whether or not they are delivering meaningful results is crucial. Quality marketing can deliver big-time ROI, while lousy marketing is just another way of wasting money. By measuring your campaigns, you can determine if they are doing what you need.
What’s A Marketing Campaign?
Marketing campaigns are organised, strategised efforts to promote a particular company goal, such as raising awareness of a new product or gaining customer feedback. They usually aim to reach consumers in a number of different ways and involve a combination of media. This includes, but is not limited to:
- Television or radio advertising,
- Pay-per-click, as well as
- Social media.
Marketing campaigns don’t encompass all marketing efforts for a brand. In fact, the word “campaign” is characterised as “a connected series of operations that are designed to bring about a specific result”. This is why politicians campaign for a specific election and militaries campaign for a particular battle.
Great marketing campaigns follow a consistent theme as well as promoting a single or focused idea or goal. For example, every Nike advertisement which you see or hear on the way to work probably isn’t part of a campaign. However, if you see a Nike billboard, scroll past a Nike-sponsored Instagram post, and receive a Nike email all promoting the same product this is definitely a marketing campaign.