Creating joined up online marketing campaigns that will stand out against the competition
Online marketing planning that responds to your business objectives
Comprehensive online marketing planning is based upon a foundation of research that analyses your objectives, competitors, target audience and market opportunity.
With this knowledge, targets, messaging and metrics can all be established. The result is an online marketing strategy that has direction, structure and measurement in place to evaluate success and provide accountability. Our campaign planning is often built around features such as:
- Customer personas – who are your customers and what do they do? What is the best way for you to reach them and communicate with them? Can you identify, anticipate and fulfil their needs?
- Competitors – who are your competitors and what sets you apart from them? How can you position yourself above them within your industry?
- Channels – which digital channels would be best for targeting your customers? Are you using any existing channels that could be further improved?
- Key Performance Indicators – what are the key indicators of success for your campaign? What should we be tracking and measuring to determine return on investment?
Discover, Specify, Implement
It is by thoroughly researching your business that bespoke online marketing campaigns can be developed and launched with features that include:
Looking at planning a multi-channel digital marketing plan? Please contact us today on 0845 450 2086 and a member of our team will be happy to help.
We know that industry jargon can sometimes be tricky to understand. For the ultimate list of A-Z industry terms, check out our Digital Marketing Glossary.
Digital Marketing Campaign Planning FAQs
How long does it take to see results?
Every campaign is different, and results are determined by how competitive your industry is and how well your current marketing performs.
However, we would expect paid marketing (such as PPC, display and social media advertising) to start generating results fairly immediately.
Organic marketing may take a little bit longer to start to create results. This includes strategies such as optimising a landing page for search engines and search results, or a piece of content marketing.
Is there a difference between multichannel and omnichannel marketing?
The difference between multichannel and omnichannel marketing is small, but distinct. Multichannel marketing aims to communicate with your target audience across many channels (i.e. print, website, events, packaging etc).
Omnichannel marketing refers to the practice of optimising marketing to make it seamless between the different channels. This means that the customer is put at the core of the experience and journey, rather than just having a touchpoint that they can interact with.
At its most simple, multichannel means “many channels”. Omnichannel means “all channels”.
How do you choose the right channels for a digital marketing campaign?
The best way to choose the right channels for your campaign is to base your choices around your customers. You need to place the highest priority on the channels that are most likely to be able to reach them. This will vary depending on your industry, but there are a few ways to find out the best fit for you.
Examine your user personas for likely browsing habits etc and then anticipate where they’re likely to look at each stage of their customer journey. You should also consider channels that your competitors are using to good effect. Remember that one of your aims is to position yourself in front of your competitors after all.
How do you work out which channels are effective?
Everything we do is underpinned by the statement “Marketing you can measure”. When we’re helping you to work out how effective a channel is for your marketing strategy, we always provide clear measurement data. That way, we can work out which channels best meet your objectives and provide the strongest return on investment.
If necessary, we can then reallocate or increase budgets to generate the maximum results for you.
What KPIs should we be measuring?
Key performance indicators differ between businesses, but there are a few basic and more advanced metrics that we can measure. In terms of basic metrics, you could look at page views, social media followers, email list subscribers and increased brand awareness.
These can be coupled with more advanced metrics such as leads generated, conversions, revenue and return on investment to create a more accurate idea of how your digital marketing is performing.