5 Characteristics of Effective Digital Marketing Campaign
Digital Marketing has been an essential element in all kinds of marketing strategy. No matter you are a managing a single shop (online or offline), a professional providing tailor-made services, or even a multi-billion dollar brand trying to keep your brand awareness, applying Digital Marketing strategy on your marketing campaign is a must. A lot of marketers have been using different means to apply their marketing strategies. However, relying on using those digital means won’t make the campaigns being successful. An effective Digital Marketing Campaign should have the following characteristics.
1. Measurable (Big Data)
Digital Marketing has to be all about “digital”, in which “digit” is what you really have to aware of. In this sense, Digital Marketing campaign has to be highly measurable. No matter you are putting your content online on social media, or you are trying to create an offline event that invites your clients to play around the installation, you need to be aware of the data you can gather. The data you are going gather will eventually be your marketing assets as they can tell you what you have done right or wrong and even give you insights on what you may do next. To be measurable, these data have to be meaningful. Define clearly what are the valuable conversions in your campaign before launching it.
An effective Digital Marketing campaign has to be Targeted. The content you are presenting should focus on a group of people. Sometimes we define them as a Persona who would have a specific personality. The content should specifically deliver a useful message to the target audience. This can increase the engagement of the target audience.
When the content is attracted to the target audience, the message behind can be effectively delivered. Imagine an office lady who is planning her next vacation. One day when she is browsing the timeline on Facebook and she read a piece of content about holiday package from an airline, she will be happy to read along no matter it is an organic or sponsored story.
An effective Digital Marketing campaign should be able to remarket the interested audience. You have already targeted the vacation-sassy office lady on Facebook. She has already clicked and read your content about the holiday package. It is a strong signal that this Facebook user has a high interests to the holiday package but she didn’t ordered the package the first time she read the content. Why not showing her the content again and persuade her to complete the order? Your package might not be the best choice to her but buying or not is all about the moment. Give her enough impressions and make her become your customer.
An effective Digital Marketing campaign should be adapted to the situations of the the target audience. Now the office lady has visited your holiday package website again and has already put the package into the shopping cart. However, she received a call from her boss and she didn’t checkout and complete the order. It would be nice if you can remarket her and show her the information of the holiday package again but would it be better if you can ask her to checkout the shopping cart with a direct link? Try to track all these different buying signals and create adapted call-to-action messages. Customers would be to be served and communicate with reasonable responses.
An effective Digital Marketing campaign should be using multi channels to syndicate the message. Your target audience would access information from different devices and from different media. Would it be even greater if the office lady read your call-to-action message when she is browsing some websites? Isn’t it great if she receives a reminder email with a direct checkout link? Can she scan a QR code on a magazine to visit the holiday package website again to complete the checkout? Think of how your target audience would access the content you are providing and make them easy to response in different ways.