In my opinion rather than moving directly into the tactical mix that from my experience yields the best returns, instead I think it important to emphasize the broader factors which are factors worthy of consideration during the planning phase of any online marketing campaign. At a snap shot, these success factors include:
- Strength of the Offer
- Channels
- Budget
- Testing
- Measuring & Optimisation
Let me explain why I have highlighted the following factors.
Firstly, the Strength of the Offer will have an enormous impact on the overall results and response to your campaign. The overall strength of an offer gravitates around the perceived VALUE that the offer represents.
Secondly, the Channel used to market the campaign will have a large baring on the campaigns overall positioning, visibility and prominence or otherwise. It is always recommended that for optimal results to ensure that a blend of channels and media are used to launch, promote and elicit a favourable response.
Thirdly, the size of the Budget can contribute greatly to whether a digital campaign reaches or stops short of appealing to its intended target audience. The adage that a bigger budget will have a bigger impact is often wrong however that said, the difference between a small and large budget if monitored and optimally run can be rather large.
The role and importance of Testing is enormous. Proper and thorough testing is often over looked by most online marketers. Here we strongly believe in creating, deploying, testing each and every campaign ahead of launching it to our clients intended target audience. While often working to very tight timeframes, testing is never overlooked by our marketing team.
Finally, Measurement & Optimisation play arguably the most important role in ensuring the success of any online marketing campaign. Measuring results achieved and making informed decisions for the continued Optimisation of a campaign go hand-in-hand and together can make or break the success of a campaign.
Shameless Plug: Here we are specialise in digital strategy, planning, design, development, online marketing, media buying are focussed on generating a yield and return to our clients.
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