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 which utilizes both online and offline marketing communications tools and digital media channels. [si_guide_block id="95323" title="Download our FREE resource – Understanding different types of marketing plan guide " description="This download and our other free templates is for anyone who wants to improve their knowledge of marketing planning with a few to gaining more senior roles."/] As outlined in our Quick Win – Create a Multi-Channel Marketing Plan, a marketing campaign plan is a shorter-term integrated communications plan for using different digital media to hit lead or sales targets.  Its purpose is to engage audiences, it typically has a content marketing focus and an integrated media schedule. A…

The creation of a ‘big idea’ is a fundamental part in the development of a digital marketing campaign

Without a clear, impactful and differentiated concept, there is substantially less chance a campaign will pierce through the noise and generate the desired attention from the target audience. The creative element of any campaign is by far one of the most enjoyable. However, the process of coming up with a big idea can also be a little daunting, especially with so much at stake. Whether agency or client-side there will be many interested stakeholders involved, each with an opinion or point of view. So, in this post, we’re going to look at some of the key steps in the development of a big idea to help provide some structured thinking around the process. [si_quick_block id="118993" title="Create a campaign plan" description="Learn how to structure a campaign plan to be used to brief an agency, consultant, or…

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…

Cohesive customer journeys rely on brand and growth marketers working together

Many modern-day marketing departments are now split into two distinct groups: brand marketers who are tasked with building consumer awareness and growth or channel marketers who are tasked with transforming that awareness into action. Although both parties play for the same team, they often possess different internal priorities. It is easy for silos to emerge that make collaboration an uphill battle. There is overlap between what brand marketers and growth marketers provide. They each play pivotal roles in fueling department-wide success — but only if they work in tandem to create cohesive customer journeys. [si_guide_block id="95323" title="Download FREE Resource – Understanding different types of marketing plan" description="When, why and how to use different types of marketing plans. It will also be useful for any manager involved in setting future marketing direction for…

Inspiration for your Black Friday marketing campaign, to help you stand out from the crowd

With everyone shouting about the same thing, its hard to get your voice heard. Black Friday is no exception. Nearly every major retailer will promote Black Friday. Black Friday has become increasingly popular in the UK over the last few years, after originating in the US. Although it's a day hated by many, it has become a great way for retailers to increase profits. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] Last year 154 million consumers made purchases, that’s about 3 million more than the previous year. Last year Black Friday surpassed the $3 billion mark for the first time, setting a new sales record. It was found that 76% of retailers will be taking part in Black Friday this year. …

From the politically driven to the funny, our favorite adverts of 2017 so far

We look at some of the best ads from 2017 so far. We have featured some of the most clever, moving and funny ads from the year. We also feature ads that have been thought-provoking covering some of the more controversial topics this year such as politics, immigration, and gender issues. Here are our top 25...

KFC Cauliflower Burger

When KFC's #cleaneating burger hit Facebook, the video went viral. Poking fun at healthy living influencers and the #cleaneating community, the advert features fake 'influencer', Figgy Poppleton-Rice.  Thankfully, the clean eating burger was a spoof, its real purpose to launch their new 'The Dirty Louisiana' burger.

Skittles 'Romance the Rainbow' Superbowl Ad 2017

Superbowl is one of the biggest advertising opportunities in the US, costing around 5million for a 30-second slot. Only the biggest and best brands…

3 Tips to Ensure the Success of Your Guerrilla Marketing Efforts

Guerrilla marking is defined as “an innovative, unconventional, and low-cost marketing technique aimed at obtaining maximum exposure for a product.” Lower cost and increased exposure — that’s the dream, right? To illustrate: In 2012, Dollar Shave Club nailed guerrilla marketing with its viral YouTube video. For just $4,500, the company created a surprising and funny commercial that went viral in 72 hours. Although consumers see more than 2,900 media messages every day, the sad truth is they will only remember four of them. DSC managed to remain one of those memorable four for a long time, all thanks to a relatively inexpensive video. If that kind of return is possible, why even bother with marketing initiatives that yield lower returns?

Guerrilla Tactics Expand Your Reach

Most marketing — traditional and digital — is about scalability and input/output; it costs more the bigger you get. Think…

Don't let your digital marketing campaigns fall foul of these mistakes

The great thing about making a mess of a digital marketing campaign is that, with the benefit of hindsight, it becomes clear which actions were a mistake and which contributed to a winning campaign. In this article we share some examples of 'epic fails' that we have seen, and yes, if truth were told, we might have just had an up close and personal experience of some of them.

1. Leaving it to the boss to decide your Digital Marketing Strategy, i.e. – Ego Marketing

The boss is not always right! Come on, repeat after me “the boss is not always right! Their input is necessary and important, however, they aren’t the ones who are being held responsible for your Digital Marketing Strategies. You are the one that is supposed to know better in this regard, but sometimes the Boss just can’t help it ……

Debunking the misconceptions that may prevent you investing wisely in strategies and resources while creating Social Media Campaigns

As many as 72% of all internet users are active on social media, with 936 million daily active users of Facebook worldwide, one billion YouTube users and 270 million active Twitter users. And these figures are only growing each day. Given these statistics, it’s no wonder why social media has become the fuel driving the modern marketing machine. But, there is a lot of competition - just check out the Smart Insights infographic of the number of posts, tweets and status updates in 60 seconds. It's understandable that there are many myths and misconceptions about how to use best social media to draw traffic to your sites, generate leads and boost conversions. Sadly, a fair share of marketers follow wrong practices and end up wasting their valuable time and resources on social media…

Retailers: How to earn your customers love this Valentines

Valentine’s Day is just days away but this won’t stop businesses, both online and brick and mortar, from capitalizing on last minute sales. According to a new infographic by The Shelf, nearly two thirds of Americans wait until the last week to make their 'love-showering' purchases! 

Whether you’re operating an online or brick and mortar store, digital marketing will bring home the Valentine’s Day bacon (or, in this case, heart-shaped chocolates). 

72% of young shoppers research online before purchasing in a store. This means they’ll be looking for recommendations from friends online and consulting their favorite social media influencers for inspiration before heading out to make a purchase. In fact, 36 cents of every dollar spent in a brick and mortar store is influenced by digital. 

And online shopping is a big…

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