By: Sheila Marmon, Founder & CEO, Mirror Digital
No matter which sector of media, marketing or advertising you specialize in, chances are you have experienced the need to know something about digital (or at least needed to fake knowing something about it). Here are five steps that are essential to beginning a successful digital marketing campaign.
- Define metrics for campaign success upfront.
This sounds basic, because it is. Having a clear understanding of your objectives and how you plan to measure success is critical. Similar to traditional media campaigns, reach still matters, but digital offers several new metrics we can employ to determine whether or not a digital campaign is delivering. For the most part, the industry counts “clicks” as a proxy for consumer engagement. You may have fancy attribution models that take you beyond this, but the main point is to spend some time UPFRONT to define the Key Performance Indicators (KPIs) so your road to success is clear.
- Choose the right tool for the job.
Once you understand what you want to accomplish, you can identify which tactics will best drive the desired result. Do you want to use standard display ads? Do something cutting edge like social gaming? Or incorporate email, mobile, social media or video? Each of these digital media platforms is ideal for eliciting a particular type of consumer response. Email is great to use as a call to action, while social can get a conversation started. Even your “owned” and “earned” digital assets (such as company websites and social media platforms) have a complementary role to play to maximize your overall impact. It is important to keep in mind that each piece of the digital campaign should work together with all your other endeavors. So please don’t isolate mobile or digital video from the rest of the team.
- Don’t be a lemming.
We’ve all done it, whether with a fancy car, a flashy designer handbag or the latest tech gadget. We see a well showcased new toy and you think “I gotta get me one of those.” This happens faster and more often in the digital marketing space than in any other platform. As the pace of change continues to accelerate, there will always be interactive advertising fads. Please, please, please don’t simply check the box and invest in the latest digital trend because everyone else is doing it. Go back to #2 and make sure the digital tool/s you put into play meet your campaign goals.
- Find your hook.
Consumers are bombarded with marketing messages at every turn. What is going to make your campaign stand out from the crowd? The answer lies in good old-fashioned storytelling. Decide what story your brand is trying to convey and to whom. The fabulous thing about digital is that we can experiment to figure this out. With the low cost of specialization, we can create a variety of “hooks” designed to appeal to a number of target consumer segments. Take the time to leverage this capability. When executed properly, you can really hone in on your audience and what is going to move them to act.
- Measure. Optimize. Repeat.
Don’t wait until the end of the campaign to take a look at the reporting! One of the most important advantages of digital is that we can take the temperature along the way and gauge performance. Check the analytics and the Key Performance Indicators (KPIs) you established in #1. Look to see if your campaign is meeting your goals. Monitor your results by medium, website placement, target audience, clicks, etc. and keep a close eye on progress toward your goals. If things aren’t on target, you can still implement new ways to “optimize” and improve outcomes for success.
With these 5 steps in mind, you are well on your way to launching some killer digital campaigns. Happy marketing everyone – have fun!
Contact Sheila at firstname.lastname@example.org