HOW TO RUN A DIGITAL MARKETING CAMPAIGN: PLANNING, MEASURING, AND OPTIMIZING TO IMPROVE PERFORMANCE
Courtesy of Janine Pollack, Director, Integrated Marketing
Any road trip has a destination—more or less. The same should be true when starting a digital campaign. Only by knowing key objectives and measures of success can a road map to achieving them be determined. Is the campaign goal awareness, site traffic, engagement, online sales, lead generation, or in-store traffic? In most situations, there will be more than one goal, which means there will also be more than one KPI. And just to complicate matters, for each goal there may be a different strategy. As a recent article in MarketingLand said, “Once you know where you want to go, it’s much easier to determine the KPIs to ensure you’re on the path to success.” That’s why getting a clear consensus on goals and buy-in from all internal teams is essential to formulating digital strategies.
