What is a marketing campaign?

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A marketing campaign is a strategic sequence of coordinated actions to promote a product, service and/or brand among a specific target audience.

Marketing campaigns are based on persuasion . They have a clear objective, which is usually to convert the recipients of the campaign into customers. The goal can also be to perform a specific action: register for an event, join a mailing list, etc.

All marketing campaigns have costs and, over time, generate a return on investment (ROI) . ROI can be monetary, for the products sold, but also reputational. Some successful marketing campaigns attract new potential customers in the short term and do not have a decisive monetary impact until later.

Difference between marketing campaign and advertising campaign
Although advertising is an important resource in marketing campaigns, it is not the only one. An advertising campaign is based on spreading persuasive messages about the brand and/or products through different communication channels, such as radio, newspapers, television, a billboard or the Internet.

A marketing campaign , on the other hand, also encompasses other strategies to promote a brand, such as public relations, events, phone calls, content marketing, and SEO positioning, among others.

Digital communication via the Internet has revolutionized both types of portugal phone number list campaigns, due to the possibilities of audience segmentation. Social networks, email and websites are channels with considerable potential for developing good marketing campaigns, but they are not the only ones.

The success of the best marketing campaigns is based on a comprehensive strategy, which combines various communication channels to reach your target audience. The main digital marketing tools follow this comprehensive strategy model, offering services and resources on all-in-one platforms.

How to develop a successful marketing campaign
These are the main basic aspects that you must define when developing a marketing campaign:

Objectives (KPI)
After coming into contact with your campaign messages or stimuli, what should the recipients do? The campaign should have objectives that are reflected in actions by consumers. This can be buying a product, but also getting to know the brand, interacting more with it, etc. There can be one main objective and several secondary objectives.

It is important that these goals are measurable. KPIs ( key performance indicators ) are numerical values ​​that allow them to be quantified. Some common examples of these KPIs can be sales, new leads, visits to the website, clicks on emails... In this way, when implementing the campaign, its evolution can be monitored and it will be possible to determine what is working and what is not. In the medium and long term, the most strategic KPIs allow the return on investment or ROI of the marketing campaign to be calculated.

Target audience
Who do you want to reach? Marketing campaigns are aimed at a specific audience, which can be more or less broad. This can be the company's current or non-current customers, consumers in a specific age group, gender, the population of a particular country or region, etc.

Communication channels
Naturally, the communication channels used influence the messages of a marketing campaign. The most common ones are:

Traditional advertising on television, radio and newspapers
Digital marketing through websites, email marketing, social networks and digital advertising
Direct marketing by postal mail and telephone calls
physical actions such as events and trade fairs.
The most common and effective way to do this is to combine these channels, but you will always have to prioritize some of them. It all depends on the target audience, the marketing objectives and the available budget. Tools such as a free CRM , such as Hubspot, Brevo or other examples , can help you manage communication with your customers more effectively.

Budget
Marketing campaigns have costs, which depend on the scale, objectives, channels used and the industry to which the company belongs. The costs are monetary, but also in terms of time invested and opportunity.

This cost analysis is the basis for calculating the campaign's return on investment, which is its main performance indicator.

Contents
With the above elements in mind, it's time to unleash your creativity. The message of a marketing campaign must be clear, relevant and easy to remember . Quality content is what will really set your company apart from the competition.

Your content will probably need to be tailored to the different communication channels you're going to use. For example, a Facebook post doesn't have the same text or images as a newsletter sent by email. You have to adapt to each channel, but it's essential to maintain a consistent tone . The basis of the message and the brand values ​​you convey are always the same.

Calendar
The objectives of a marketing campaign, in addition to being measurable, must have a timetable for implementation. This timetable must include the planned marketing actions, classified according to the channel: when the ads are published, when the campaign emails are sent, when the events are organised, etc.

The most important events in the marketing campaign calendar are called milestones . For example, a launch event, the launch of the website or the sending of the first newsletter are typical milestones. They serve as a reference point for measuring the campaign goals.