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The process of setting up, brainstorming, planning, and ultimately delivering digital marketing campaigns is an exhausting, challenging yet fun, and extremely rewarding process. Once the campaign goes live, you can witness the fruits of your labor. However, all digital marketing campaigns must at some point come to an end and there is always one final step in the process: campaign analysis.
Every company, brand, or agency will approach the end of a campaign differently, with some going into detail and others taking a much broader view. However whilst digital campaigns can be quite simple and straightforward, perhaps with maybe just one or two channels, others may be more complex and multifaceted.
I, therefore, believe it’s always best to err on the side of detail so that you…
AIDA model explained: Examples and tips for using this strategic marcomms planning model the real world
The AIDA model, tracing the customer journey through Awareness, Interest, Desire and Action, is perhaps the best-known marketing model amongst all the classic marketing models. Many marketers find AIDA useful since we apply this model daily, whether consciously or subconsciously, when we're planning our marketing communications strategy.
What is the AIDA model?
The AIDA Model identifies cognitive stages an individual goes through during the buying process for a product or service. It's a purchasing funnel where buyers go to and fro at each stage, to support them in making the final purchase.
It's no longer a relationship purely between the buyer and the company since social media has extended it to achieving the different goals of AIDA via information added by other customers via social networks and…
What are the essential parts of a campaign planning template?
The purpose of marketing campaign planning is to identify relevant, integrated, marketing activities and channels to reach campaign objectives as well as influence customers. An effective campaign plan has an engaging, shareable, campaign concept that utilizes both online and offline marketing communications tools and digital media channels.
A campaign plan is a short-term integrated communications plan to generate lead or sales. Its purpose is to engage audiences, it typically has a content marketing focus and an integrated media schedule.
A solid marketing campaign plan has:
Clear, realistic goals which you can be confident of hitting
The best strategy to achieve these goals against your competition
Sufficient details of the tactics and actions needed to translate the strategy into action
A method to check you are on track with your plans
When to use a marketing campaign plan?
Your marketing campaign plan should be used in order to maximize…
Read up on our latest pharmaceutical marketing strategy recommendations to optimize your marketing plan and convert more customers over the next 12 months
Take stock heading into 2021 after what has been a challenging year for pharmaceutical marketers, healthcare, medical and high-science marketers, and all who work in the industry. The strategic evaluation and forecasting season that comes with year-end means many of you are scanning, benchmarking, and prioritizing to strengthen your pharmaceutical marketing strategies for the coming year.
When getting ready for 2021, before even looking at your strategy it's essential to revisit your planning framework. So, let's quickly take a whistlestop tour of why the RACE Framework is the key to setting up your pharmaceutical marketing strategy for success.
Using the RACE Framework to plan your pharmaceutical marketing strategy
The RACE Framework is a practical framework to help manage and improve results from your digital marketing. When planning your overall marketing strategies,…
Definitions of Integrated Marketing and why integrated omnichannel marketing is essential to the success of your business
Without getting too Aristotelian, with marketing, the whole is most certainly more than the sum of its parts - when it's done right that is. But what is 'Integrated Marketing done right'? Keep reading to discover definitions and recommendations that will set your digital marketing strategy on the path to success in 2021!
The first definition sits closest to home. At Smart Insights, we define Integrated Marketing as follows:
"Integrated Marketing is a strategic approach to integrating communications and interactive experiences targeting defined audiences and individuals which coordinates all aspects of marketing of a brand, including:
Paid media (offline advertising, direct marketing and online display and programmatic);
Earned media (Organic search fuelled by content marketing, PR and online influencer outreach)
Owned media (including social media, on-site UX, customer service and direct messaging through email and…
If you want to achieve success with your marketing campaign, you’ll have to ensure that your every marketing effort is measurable.
Goals for your marketing campaign can be improving lead generation, increasing brand awareness, boosting your ROI, or anything in between.
Whatever the case, measuring and analyzing your marketing campaign data will provide you with insights that will help you thrive.
This is, naturally, easier said than done. The following measurement and analysis practices will allow you to learn exactly what went right and what wrong with your marketing campaign.
The knowledge you gain this way will improve your future marketing strategies.
KPI Identification for your marketing campaign
If you want to track the performance of your marketing campaign, you’ll first need to identify your key performance indicators (KPIs).
Which indicators you’ll track will depend entirely on your own marketing goals. Over 54% of marketers have the goal of increasing sales leads generated.
How to plan your product launch using the RACE planning framework
You are working during one of the most entrepreneurial eras in history. Thanks to digital media, launching a product to a global audience has never been so manageable. Equally, competition has never been as fierce.
Our product launch campaign playbook will guide you through the process of how to successfully launch your product online.
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It considers how to avoid common pitfalls encountered when launching a product and how to promote your online launch. These pitfalls commonly involve missed opportunities to reach or persuade your audience through the customer lifecycle. This visual shows…
This tube map is a great way to summarise online marketing options to non-digital specialists or to check your digital media knowledge for skills gaps
You will know from our digital media infographics and success maps that we're big fans of using visuals to help simplify the understanding of the many opportunities in digital media.
Here's a visual representation of online media options we wish we had thought of! It's from our friends over at agency Hallam Internet and needs no further explanation.
The 2020 digital marketing map
You can get a higher resolution version of the visual from Hallam Internet.
The 2013 digital marketing map
I originally shared this infographic back in 2013 and since then a lot has happened as digital platforms have developed. I'm prompted to update it since Susan Hallam…
These travel campaigns gained impressive ROI through creativity not big budgets
As a marketer, it often feels like you’re being asked to secure impressive results with very few resources. A small budget can make the desired engagement with a brand seem impossible to achieve, but a little bit of creativity can go a long way.
Travel marketing is all about capturing the imagination of the audience and while this can be easily done with stunning images of a service or a product and big personalities, there is another way. Break from the norm and tap into an element of travel that has often been overlooked to get the greatest return on investment (ROI).
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If that seems…
Integrated campaigns are effective at balancing both short-term sales uplifts and long-term brand-building effects by combining a range of different channels
The advantages of creating a joined-up, integrated marketing communications (IMC) plan are well-documented and go back over twenty years. Even before the internet really took off businesses, brands and agencies were looking for ways to create consistency across content and media touchpoints.
Although not all campaigns have to be fully integrated (e.g. short-term guerrilla campaigns or PR stunts), brands looking to make an impression and raise awareness as part of a product launch or seasonal sales push should consider how the different elements of a campaign come together as one.
Integrated campaigns are effective at balancing both short-term sales uplifts and long-term brand-building effects by combining a range of different channels:
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