A good marketing campaign knows exactly which direction it is going in. It is based on precise and realistic goals, objectives and budget.
When you launch a marketing campaign, you first need to know what goals you would like to achieve. Do you want to win 100 new customers? Or increase sales by CHF 200,000? It is not always that simple. Sometimes your goal is to boost your image, win new customers or launch a new product. The goals can be determined in terms of:
- Purpose of the company: This means its uniqueness, the thing which makes it stand out from the competition, something only the company can provide and why it was set up. In the case of a company like Google, this means “organizing information and making it accessible to everyone”.
- Period of time: For example, to bring a new product to the market.
- Quantified and measurable results: Winning 200 new customers or putting a new product on the market or increasing your revenue by 10% by the end of the year, for example.
- Strategy: This means all the specific measures you will be implementing to reach your goals. Improving your presence on social networks to make yourself known to a wider public, for example. Or launching a poster campaign to support the marketing of your new product.
These different steps will help the campaign start on the right foot. The team in charge of the marketing campaign will be able to rely on this road map to direct its thought processes and avoid being on the wrong track. These steps can also help detect unrealistic or overly ambitious expectations, and therefore allow for adjustments to be made before the whole process is set in motion. Additionally, a marketing plan can have multiple goals. Consequently, it is also important to define priorities and secondary objectives.
Digital marketing
The increasing digitisation and relatively affordable costs associated with digital marketing campaigns make them indispensable tools for businesses. A digital marketing campaign typically has multiple strategic objectives, such as gaining influence, generating more leads (see glossary), increasing product awareness, or boosting online sales.
Once the marketing campaign is completed, you will have to determine whether the objectives have been achieved, particularly through performance indicators such as website traffic, number of views, open rate, number of leads, number of prospects (see glossary), etc.
