The secret to a successful Digital Advertising Campaign Plan isn't really that much of a secret. In fact, it may be simpler than you think -- like following 7 foundation steps. Here they are, we'll hit the first 3 in detail right now.
- "Be" your target audience.
- Know your marketing goals.
- Set your budget (as best you can).
- Answer the media question.
- Perfect your message.
- Measure, measure, measure.
1. Target Audience
"Be" your target audience. While laying out the future of digital advertising in an article for Forbes.com, Daniel Newman predicts that "Brands will own their audience".
As social media and digital tools grow increasingly customizable, interaction with your target market becomes increasingly direct. This direct communication involves the audience in an intimate way, allowing the marketing plan to hone its message to create exceptional brand loyalists.
Tailoring a digital advertising campaign in this way requires not only answering basic questions about your target audience, but also knowing what to do with those answers. Who does your product or service benefit? What problem does it solve? Answering these questions guides the next step as well.
2. Target Goals
Step Number 2 requires you to know your marketing goals. Nothing too magical there, except that without this foundation, a marketing campaign -- especially digital -- can spin off into orbit around the wrong planet or around no planet at all.
Digital marketing is such a rapidly expanding universe, the possibilities often seem overwhelming. That's why every advertisement placed must have a specific goal -- not just the campaign in general. By giving each ad a single objective and strategy they become ultra-focused on their target audience.
But don't stop at individual advertisements. Align the entire campaign under one marketing objective and strategy (which is different than an advertising objective) to ensure a cohesive culture to the effort. Of course, this is marketing 101, but it sounds a lot easier than it is!
Let's take a quick look at Number 3 -- Budgeting. Before you turn and run, let's concede that a marketing budget is a notoriously difficult concept to get right. But it doesn't have to be painful.
Here are a few principles to keep in mind when considering an accurate and sufficient marketing budget:
- Know your business stage and plan accordingly. For example, different needs -- and different budgets -- exist in the brand-building stage than exist in a mature business model.
- Know your numbers. Revenue determines budgets in many cases, and a good rule of thumb is to allocate 7-10 percent of revenue for growth to marketing for a business pulling in less than $5 million.
- Know your results. Constantly monitor and revise your marketing plan to maintain optimal effectiveness. Nothing drains a budget quicker than ineffective advertising.
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