Before we dive into the specifics of campaign management, I first need to touch on the basics of a campaign. What is a campaign? Well, a campaign is a series of actions or events that bring about a goal or outcome. In terms of marketing, a campaign is the systematic release of information through multiple channels. Campaigns promote products and services through various media channels which include but are not limited to tv, radio, print, email, phone calls, and social media. Campaigns also don’t rely on advertising alone. Demonstrations, video conferences (webinars) can also be considered campaigns.
Determining the goal or outcome of a campaign is essential as this decision is
what drives your marketing efforts and budget. Is your goal to increase brand awareness or is it to acquire customers? Knowing this can determine which media outlets are best suited for the campaign. Which outlet will your target market or segment most likely live? These are key decisions that must be made prior to planning any campaign.
Once you have identified the goal of the campaign as well as your target market, it is time to start planning. Through which channels do you plan to disseminate information? How long will your campaign cycle run? Who will your target audience be and when will they receive the information you wish to send? The purpose of these questions is to guide you while you build out your campaign.
After your campaign cadence has been established, it is time to run and manage your campaign. How will you measure the effectiveness of your campaign? Is it based on leads generated or acquired customers? Remember at the beginning of your campaign when you had to establish a goal or outcome? This is when you revisit that goal or outcome and determine whether or not it was successful.
Oftentimes campaigns are initiated via a campaign management tool. These tools allow you to monitor and edit your campaign as needed in order to ensure the overall success of the campaign. These tools are important because it allows you to automate your marketing efforts which decreases the amount of time and money spent on managing your campaigns. Campaign budgets and marketing exclusions are just two more ways that you can maintain the integrity of your marketing campaigns.
Campaign budgets ensure that you are not over dialing or contacting your prospects by setting an amount on each campaign. Once your campaign has reached that dollar amount spent then the campaign is automatically shut off. Marketing exclusions allow you to denote who can be contacted within a set period of time, making sure you are not over contacting someone.
So, in short, campaign management is like a puzzle. There are many different pieces. Each piece has their own place and importance in the overall puzzle. Figure out how they all fit together and you’ve built a masterpiece.