What are the essential parts of a campaign plan template?

The purpose of a marketing campaign plan 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. [si_guide_block id="118993" title="Download our Quick Win - Create a campaign plan" description="Structures, frameworks, and approaches differ by company and industry. Use this Quick Win to review and refresh your approach to rapidly create high-impact plans which integrate the latest digital marketing techniques."/] 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…

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. …

Optimize your marketing campaigns with five components of a winning post-campaign analysis dashboard

The process of setting up, brainstorming, planning, and ultimately delivering digital marketing campaigns is an exhausting, challenging yet fun and extremely rewarding process, especially once the campaign goes live and 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: the post-campaign analysis (PCA). [si_guide_block id="127522" title="Download our Individual Member Resource – post-campaign analysis report template" description="The template is aimed at helping you collect your campaign results, analyze and evaluate a campaign’s effectiveness."/] 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…

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.

[si_guide_block id="26333" title="Download Premium Resource – Campaign timeline / project plan template and example" description="This Excel template is aimed at giving you a comprehensive checklist to sequence different content and media activities for different types of campaigns from new product launch, sales promotion, event or new site launch."/]

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). [si_guide_block id="81120" title="Download our Premium Member Resource – Travel e-commerce marketing trends" description="Read our guide to the latest travel e-commerce marketing trends to learn how big data and visual technologies such as AR and VR are transforming the industry."/] 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: [caption id="attachment_147672" align="aligncenter" width="640"]…

A manifesto and ten-point checklist for delivering more relevant online and offline communications

To gain the best results from integrated marketing communications needs deep understanding of the multiple touchpoints that a brand has with its prospects and customers on its own sites, partner sites digital and traditional media defining paid, owned and earned media.

Requirements for effective integrated communications

In marketing, it's common to say that effective communication is about delivering the right message to the right audience at the right time. That's true, but the reality in multi-channel marketing is more complex. Multi-channel communications are more complex as I show in Digital Marketing: Strategy, Implementation, and Practice. Essentially, what we’re trying to create using paid integrated with other media is

"A Multi-channel Communications Strategy

Customized for Individual Prospects and Customers forming different segments

across a defined customer lifecycle


It’s not about digital or traditional, those don’t exist. It’s about integrated marketing communications. Different channels do different things and that’s the point

Lots of marketers will tell you that it’s possible to build a business using just online channels but that’s just not true and most of these people are selling tactical solutions, they may be good at what they do, but be careful. They reference examples such as Facebook, conveniently forgetting that Mark Zuckerberg and Facebook were all over US national television, gaining free coverage to tens of millions of people.

[si_guide_block id="84595" title="Integrated marketing megatrends" description="Learn how to create insight-driven improvements and an aligned digital strategy, as well as future-proofing your business model with our guide to the integrated marketing megatrends."/]

Tie both shoelaces, not just one

Integrated marketing communications is all about linking these things together, recognizing that one media channel is not going to save the day and…

Understand different keyword research steps and techniques to begin outlining possible campaign themes and ideas

As one of the fundamental, foundational elements of effective search engine optimization (SEO), keyword research enables digital marketers to understand what consumers are looking for online and the potential opportunities to capture this interest and attention through the creation of relevant content and optimized user experiences. SEO is often seen as an always-on, hygiene activity that is necessary before, during and after campaigns but rarely seen as an integral part of a campaign itself. However although keyword research can be very useful for unearthing larger, more permanent content opportunities for an owned media presence, the process itself can also be used to help inform ideas, themes and concepts for a campaign, whilst adding a level of objectivity and rigour to campaign discussions.

[si_guide_block id="85949" title="Download our Individual Resource –Google Ads campaign planning and optimization template" description="Save Time…