Marketing Campaign Management: A Must-read Guide For Agencies

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asaduzzaman12
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Marketing Campaign Management: A Must-read Guide For Agencies

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Campaign management is essential to running a successful marketing campaign. Learn how to approach the campaign management process in this guide. In 1987, Nike was at a crossroads. The company's sales were down 18% year-on-year. Worse, it had just been dethroned from the top of sales by Reebok, which was riding the aerobics wave of the 80s. Nike's response to Email Database this challenge was arguably the most famous marketing campaign of all time - the Just Do It campaign. Less than a decade after that campaign, Nike was a global giant. Sales increased tenfold, from $887 million to $9.2 billion. Its market share increased from 18% to 43%. And perhaps most importantly, Nike changed the way people see not just sportswear, but the athletes themselves. This is the power of a successful marketing campaign. Whether you're launching a new product, reigniting interest in an existing product, or changing the way people see your brand, a well-executed marketing campaign can be transformative. However, managing a marketing campaign is not easy. You have to deal with countless channels, dozens of stakeholders and an ever-changing strategy. In this guide, I'll shed some light on managing marketing campaigns. You will learn what marketing campaigns are, how to plan them and, above all, how to manage them. What is marketing campaign management (and why do you need it)? A marketing campaign is a concentrated marketing effort. It usually focuses on a singular and cohesive marketing message spread across multiple channels and aims to achieve a specific business goal. For the best examples of marketing campaigns, just turn on your TV during the Super bowl. Whatever ads you see, they are usually part of a shiny new marketing campaign to achieve different brand goals. Marketing campaign management is therefore the process of planning, executing, monitoring, analyzing and optimizing such campaigns.

Although it sounds simple enough, many people confuse a marketing campaign with marketing in general. Understand that a marketing campaign is always centered on a specific message. It usually coexists with a company's other marketing activities. A company may have a campaign to publicize its new product. At the same time, he can run regular promotions (think of those 20% deals in your local newspaper) for all the other products in his portfolio. For example, Nike has a "#JustDoIt" campaign on Twitter that aims to promote the vision of the Nike brand. A screenshot of Nike's Twitter feed where he promotes the slogan #JustDoIt. At the same time, local Nike subsidiaries maintain separate Twitter accounts where they promote new launches, events, and more. These promotional activities are localized and not affiliated with the broader #JustDoIt campaign. A screenshot of Nike New York 's Twitter page where it promotes new shoe launches and their availability at specific outlets. These regular and ongoing marketing activities are usually managed by a marketing manager . A specific campaign, on the other hand, is managed by a campaign manager . It's common for big brands to have multiple marketing campaigns running alongside their regular promotional work. So, you will have multiple campaign and marketing managers working side by side and sometimes even competing for resources. For example, Nike has a city-focused campaign called “NY vs. NY” for New York. This campaign runs alongside Nike's ongoing work 'Just Do It'. Why marketing campaign management is important Marketing campaigns don't have a fixed brief. A brand can launch a localized campaign in a single city and pull it out of the market within weeks. Another could run a successful campaign for years or even decades. In rare cases, a successful campaign can even become the de facto voice of the brand and change entire industries.

Think of “ Because you're worth it” from L'Oréal or “ A Diamond is Forever ” from De Beers. De Beers' 'A Diamond is Forever' campaign changed the perception of diamonds in the popular imagination (Image source)Regardless of scale or scope, most successful marketing campaigns follow the same process. That is, they: Understand business objectives Develop a strategy to achieve these goals Create marketing materials for different channels based on strategy Distribute marketing materials and track results Analyze results and optimize strategy And this is the campaign just for the initial stages. As the campaign develops, the objectives may evolve, the stakeholders may change and the target audience may grow. All of this requires heavy investment in management. You can't go from a list of business goals to a full-fledged multi-channel campaign without someone overseeing every aspect of the business. This person is a marketing campaign manager. Essentially, marketing campaign management brings structure and order to your marketing work. It takes you from a company that runs ad-hoc promotions to one that focuses all of its messaging on achieving a single, specific goal. In the next section, we'll dive deeper into marketing campaign management, how it works, and how to use it. The campaign management process explained In its most basic form, the campaign management process is easy to understand. You start with an intended goal , develop a strategy to serve that goal, and create guarantees based on that strategy. Once you have guarantees, you distribute them and analyze the results. Depending on the results, you can modify the guarantee and revise your strategy. Let's start with the first step in this process: campaign goals and a broader vision. Understand the objectives and purpose of the campaign Objectives and purpose may be synonyms in a dictionary, but in a marketing campaign they represent different things. Goals are the specific, achievable goals you want to achieve with the campaign. As we wrote earlier, good goals are SMART, meaning Specific, Measurable, Achievable, Realistic and Time-bound. "Increase market share by 2% in 12 months" is a SMART goal. “Getting insanely fast” isn't – it isn't clear or specific. But before you can explore objectives, you need to understand the purpose of the campaign.
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