A specific defined series of activities used in marketing a new or changed product or service, or in using new marketing channels and methods. 

  • Communication focused
  • Short term
  • Linked to a particular objective or goal: eg. launch of a new product or a sale, or promoting event
  • Should be CONTINUOUS and DYNAMIC

How to plan and evaluate marketing campaigns:

1. Context analysis:

Approach: Generate insights
Purpose: To understand the key market communication dirvers that are likely to influence your campaign 
Focus on: Target audience analysis, Financial restraints and Economic situation 
Tools: PESTEL, competition analysis, STP

2. Objectives

3 levels of objectives:

Corporate: Included in campaign brief i.e launching new products, selling more to the same customers, appealing to a new customer base.
Campaign: Included in the campiagn brief and plan
Marketing communication objectives: To be included in the campaign brief and plan


Must be SMART objectives - S and M are key 
KPIs: May include much more in depth kpi objectives that arent focused on revenue, ie. database growth engagement measures or brand measures. Each objective and KPI should be a builidng block towards your campaign and business objectives 
Integration: The objectives and KPI's of each of your channels should come together to meet your campaign objective. 

Possible KPI's: Financial target or lead nurturing, or simply engagement

Qualify leads: A prospect likely to make a purchase. Use the BANT framework to hone in on these. Does the prospect have the necessary budget, authority, need for your product, a desire to make a purchase within a specific time period. 

Generate new sales leads: create more sales opportunities

Direct selling: works by finalising deals and encouraging people to buy in a shorter time span 

Brand campaigns: drive awareness of your business by communicating the value you provide. 

Develop referrals - Powerful tool to drive customers to buy. Referral programmes with incentives can often multiply the effect.

Drive sales: crutial for some online retailers where its mostly digital selling. 


3. Marketing communication strategies: DRIP framework:

D: Businesses need a unique value proposition so customers can understand how they differ from competitors.  You should pull together your channels of communication to convey your unique qualities. 

R: Reinforce the brands central messaging and brand value. Constant reinforcing has high results by omnichannel campaigns. 

I: Make sure customers are aware of your brand, products and features. Inform why your brand is cheaper better or easier to use.

P: Encourage your audience to take actions such as visiting the website, downloading your content, or taking part in a trial. 


Marketing strategy: A single plan that brings an organisations marketing goals into one place and sets down, broadly, how those goals will be achieved. 

Objectives: WHAT a business needs to achieve
Marketing strategy: HOW those aims will be reached

Campaign targeting strategy: defines groups to be contacted during the campaign, there may be a different objective for each group, i.e increase the av spend of high value cusotoers or recuit new customer…


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