Help With Your Digital Marketing Campaign Management
Our digital marketing campaign management services are perfect for small to medium sized businesses looking for a friendly and knowledgeable resource. Whether your marketing mix involves email marketing, digital ads, content marketing, landing pages, social media marketing, print advertising and more, we can help take your project from inception to reality.
Our digital marketing campaign management processes involve Lean Marketing. This means we work in the most efficient and effective way, saving you time and keeping projects on budget. Many organizations use Lean Marketing techniques, and we love to work within your existing processes, help improve your processes or help you create new ones!
From planning and creative production to execution and analysis, we handle all phases of digital marketing campaigns and projects.
Contact us today to get a FREE quote on hourly or retainer services.
About Digital Marketing Campaign Management
Digital marketing campaign management is time consuming and requires expertise in digital marketing to be done right. It involves detailed planning and forethought to ensure your budget dollars are being spent wisely and in a way that will further the goals of the business.
What is a Marketing Mix?
A marketing mix refers to all of the marketing activities being run by a company. Your marketing mix may be different than that of another company because your goals and objectives may differ. The marketing mix should be crafted and honed over time to best meet the goals of the organization, and a marketing mix usually results after a company has established its marketing strategy.
An example of a digital marketing mix may include strategies revolving around any combination of things like company website, email marketing program, content marketing, search marketing, social media marketing and lead nurturing, just to name a few. By having a mix of marketing programs ongoing, companies can test and learn and shift marketing dollars from one channel to the next, depending on how each one is performing. One company’s digital marketing mix may look very different than that of another company. As business needs vary widely from one organization to the next, many companies are continuously optimizing their marketing strategies to achieve their perfect marketing mix.
Think of marketing channels as avenues by which a company reaches out to customers. Each major channel can be broken down into smaller, sub-channels. The granularity with which a company decides to categorize and report on its marketing channels depends on the size of company and the amount of marketing activity that is normal for that organization.
There are many common marketing channels including (but not limited to):
- Broadcast (TV/Radio advertising)
- Print Ads (Newspapers, billboards)
- Direct Marketing (Direct mail)
- Digital Marketing (On-site, search/SEO, affiliate networks, paid advertising, email marketing, social media/content marketing)
The Importance of On-Site Marketing
A heavily used website is one of the most important factors involved in any digital marketing program. It is the hub. It is the top destination for leads, sales and conversions. It underpins your very brand and influences how customers perceive your business. But does your site content support the goals of the business?
Does the content on your website capture your brand’s tone and voice? Is it easy to read and easy to navigate?
How easy is it to navigate and use your website on a smartphone? Smartphones and tablets have smaller screens which causes the layout of some web pages to appear differently. You can overcome the most common pitfalls of responsive web design to ensure all users get the best experience while interacting with your brand. We support the latest standards for mobile optimization and can help you to ensure your website is accessible. Learn more about website accessibility.
With a bit of regular maintenance, a website can take your brand awareness from okay to great, and it is a great jumping off point for any company looking to expand its digital marketing programs.
Search Optimization (On-site and Off-site)
How easy is it for customers to find you amongst a sea of competitors? Are you taking advantage of listings and location-based sites to enable more people to find you? How does improving your Google search ranking contribute to more sales? These are not entirely easy questions to answer, but having a basic understanding of how all of the pieces fit together is a great start.
How easy is it to find products or services on your website using the “Search” box? Are there digital merchandising opportunities you can take advantage of using on-site search and user behaviours? On-site search is especially important for e-commerce websites where best practices in search functionality directly impacts online sales.
There are a variety of techniques involving search optimization, and it is certainly not an easy thing to pin down, although there are very good guidelines for best practices that seem to work. Read our musings about SEO.
The Importance of Content Marketing
Content Marketing is a broad category of marketing activities that involve, you guessed it, content. Written content, infographics, design and user experience can all contribute to content marketing. As well, blogging and social media marketing also fall into this category.
Ratings and Reviews
Surveys suggest that over 80% of all purchasing decisions are made after reading customer reviews online, regardless of whether the customer plans to purchase online or in-store. Customer reviews are a form of user generated content, or social content. Social media networks like Facebook, Instagram and LinkedIn are often used to promote, but review sites are sometimes overlooked as a valuable resource for companies to tap for both “free” user-generated content and to self-promote.
Do you engage in social media marketing? Posting regularly on Facebook, Instagram, LinkedIn, Yelp and other social media sites that rely on User-Generated Content (Reviews, Comments Enabling) helps to reach more qualified leads. Social media marketing can be very effective at reaching your target market. It can also help increase your website’s search ranking.
The Importance of Direct Marketing
Mail fliers, inserts, print ads, email marketing and even tele-marketing are all forms of Direct Marketing, a marketing method that reaches out directly to individual consumers using a variety of targeting techniques. While email marketing continues to be the most cost-effective form of direct marketing, printed direct mail – or ‘snail mail’ – is still used by many companies to supplement promotional campaigns. Direct mail offers an additional touch-point to less tech-savvy consumers who still enjoy tangible messaging.
Direct marketing gets a bad wrap and can sometimes be a double-edged sword if customers begin to feel overwhelmed by too much communication. When handled with the customer’s best interest in mind, direct messages can be very effective in boosting sales and leads.
Email marketing is the most cost-effective form of direct marketing. Coming in at pennies on the dollar per customer acquisition when compared to print fliers, email marketing offers maximum flexibility and speed to market to support marketing campaigns or to disseminate information to your entire list. Studies suggest that customers are more likely to view promotional emails than traditional ‘snail mail’ marketing. Another benefit of email marketing is that success can be measured more effectively because analytics can show who opened, who clicked, where they clicked, top clicked links and whether any conversions were made when clicking through from the email.
The world of digital ads has come a long way in recent years. Once static image links to single locations on the web (usually a website), the norm is now for online banner ads to be dynamic and highly-targeted.
Digital banner ads can be a very effective way to drive traffic to a website or landing page. Traditional banner ads are purchased based on size, location and number of impressions, or the amount of times it is estimated consumers will see the ad based on the average number of unique visitors that go to the website hosting the ad.
Now that we have the technology to target audiences more effectively, online ad pricing has evolved from charging for number of impressions to number of clicks (PPC). It is more cost-effective for advertisers to only serve the ads to people who you already know are interested, as opposed to showing your ad to thousands of people who may not care. For this reason, many online businesses have devoted more of their marketing budget to paid advertising.
Retargeting is another form of digital banner advertising shown to be very effective, especially among repeat visitors. If you spend any time online and have given permission for a site to track your behaviour, then you have probably noticed ads that “follow you” around the Internet. You may have noticed that the same items you were browsing on one website are now being presented in digital ads as you are viewing another website.
Tie Them All Together With Digital Marketing Campaign Management
A digital marketing campaign usually involves multiple marketing channels to have maximum impact. Digital campaign planning begins with a goal and ends with a solid plan that is supposed to help achieve that goal. By examining all of the available channels in a company’s marketing mix, marketers can create a journey, or set of journeys that a customer will follow. Each journey should lead to the primary call to action (CTA), which lies at the heart of the campaign.
For example, a company may send a flier, an email and run a TV ad that directs customers to go online and ‘register to win’, ‘shop now’, or ‘donate today’. Once they reach the web page, they have completed the first journey. Often, there will be more parts to the journey, such as once the customer has registered, then you can begin marketing to that person using other strategies such as customer retention campaigns or customer relationship marketing.
There are even more components to a digital marketing mix than listed here. Depending on the nature of the business and its particular needs, a company may employ sales tools, presentations, videos, webinars and other tactics when forming its digital marketing mix.
Contact us today to get a FREE quote on hourly or retainer services.