What is a marketing campaign? Marketing campaign is a strategic plan and a long term, forward looking approach to any company or any firm’s overall business objective of attaining a sustainable competitive edge by knowing the desires and needs of potential customers. A marketing campaign is the vehicle by which a company or firm communicates its message to potential customers or clients in a manner intended to create an impact on the decision-maker.
The most common vehicle for marketing campaigns in today’s digital market place are YouTube, Facebook, twitter and email. In fact these three have become so woven into the fabric of our society that we cannot imagine doing any marketing without them. Each one has a unique contribution to make in shaping the success or failure of a campaign. For instance, a YouTube video, although very popular, is unlikely to be noticed if nobody knows about it. This is because the reach of a video on YouTube is limited to those who have an internet connection and who have access to watching YouTube.
On the other hand, social networking sites like twitter and Facebook have become the backbone of Internet marketing campaigns. Companies and firms who have not yet started have been rushing to launch their promotional campaigns. Even small businesses like a pizza shop can have a profile on one of these sites and start getting the word out about their new promotion. The goal of a campaign is to reach the targeted consumer base as early as possible with as many different types of marketing campaigns as possible. Each type of campaign has a different goal in mind when it comes to reaching the market at large.
Making use of a website is often seen as a complete marketing campaign solution. This is true as such websites can easily direct the intended target audience to specific information or to the particular product that a firm is trying to promote through its marketing campaign. A website, moreover, can also be the best place to interact with current and potential customers. Websites are also better than any other medium for getting a company’s message across in the most effective way.
In some cases, the goal of a marketing campaign may not be to drive the targeted audience to a specific website. It could be to convince the consumers to visit the website. In that case, it would be important for a company or firm to make use of pay per click (PPC) advertising, for instance. A PPC ad is an ad that runs on a search engine for a set fee every time someone searches for a particular term. If the ad is able to generate increased sales for a firm, then the company is said to be profiting from the campaign. The targeted audience and the goal of the PPC ad should be compatible with each other so that both the firm and the ad are benefited from it.
In some cases, a firm’s marketing efforts are directed towards gathering market information and then trying to turn that data into sales. These kinds of campaigns are known as data-driven campaigns. Examples of data-driven marketing campaigns include survey campaigns, which aim to gather consumer information about a product or service and then use that information to improve or make changes to a certain product or service. Whatever a company’s or business’ marketing goals are, there are plenty of distribution outlets from where they can gain profits.