Successful marketing campaign management is about more than creating an advertisement or web page: it means developing and implementing a complete plan that spells out your specific goals and how you are going to achieve them. Whether you are selling a new product or explaining the value of your services, your marketing campaign should identify both of these, as it is your roadmap to success in the marketplace. This article will show you how to create and manage your campaign.
WHY DO YOU NEED MARKETING CAMPAIGN MANAGEMENT?
Large companies typically use ad agencies to create, design, and run marketing campaigns. For example, Aflac used Kaplan Thaler Group to create and launch its memorable duck campaign that is still going strong over 15 years later. Whether or not you hire an agency or decide to manage a campaign internally, you still need a master plan. Campaign management means identifying the strategies you will use to support your business goals, then designing, planning, testing and monitoring the campaign, and analyzing the results along the way.
How well you create, execute, and assess your marketing campaigns is what will make your business stand out for the competition. Even the most creative campaign won’t succeed if it is not implemented and evaluated thoroughly and effectively.
Goals and Benefits of Marketing Campaigns
For many companies, big and small, marketing campaigns are the main way to engage with existing customers and acquire new ones. Many marketing campaigns use a range of messages over an extended period of time to tell an entire story.
Campaigns have many benefits, including:
- Increasing sales and profits
- Introducing a new product
- Increasing product awareness
- Establishing a brand image
- Defining the brand experience
- Reducing the impact of negative publicity
- Generating new customers