Updated · Jan 27, 2023
Marketing is at the core of any business. Whether you want to sell more products, improve the brand’s image, or expand into new territories, marketing campaigns can help. But what is a marketing campaign? We’ll give you all the information you need in the article below.
What Is a Marketing Campaign?
A marketing campaign is a promotion strategy to achieve a specific marketing goal for a brand.
Most marketing campaigns are typically directed towards promoting products and services. They do so by drawing customers’ attention using various media channels, such as social media, radio, and television.
For example, that ad for a new meal combo at McDonald’s that you see every time you turn on the TV or open Facebook? Yup! That’s part of a marketing campaign.
With promotional campaigns like these, the goal is to increase sales of a product or service. But there could be other reasons to work on a campaign, like creating brand awareness or improving a company’s image.
So, let’s look at the different types of campaigns.
Types of Marketing Campaigns
There are many different types, and they all have their own unique campaign goals and objectives. Below, we’ll look at some of the most commonly found ones.
Product Marketing Campaign
The product marketing campaign is possibly the most popular type. However, the main focus here is sales promotion.
For example, a company will almost always heavily promote a brand new product. The combination of all these efforts equals a marketing campaign.
Keep in mind that product marketing campaigns are not just reserved for new products. They can be created for existing products as well.
When creating a marketing campaign of this nature, the company needs to measure sales to see whether the campaign has been successful. However, it’s also essential to carry out market research to understand the target customer. Doing so can help you find the perfect campaign theme, message, and medium for delivering the message.
Acquisition Marketing Campaign
As the name implies, acquisition marketing campaigns focus on growing a brand’s customer base or email list.
For example, you may have come across a website pop-up prompting you to share your email in exchange for discounts or exclusive data. Doing so will add you to a company’s mailing list.
The next stage of their campaign strategy typically involves sending emails highlighting offers to turn these leads into customers.
Brand Awareness Marketing Campaign
Many companies execute brand awareness campaigns, trying to get their name in front of as many faces as possible. It allows you to share your brand’s story, values, and beliefs.
Social Media Marketing Campaign
A good marketing campaign often involves social media. Especially in the digital age, being active on social media is usually expected.
Since you can create a loyal following on these platforms and put your product in front of thousands of potential customers, these campaigns can be incredibly beneficial. And with the potential to go viral, it’s a no-brainer.
The goal of this kind of digital marketing campaign can vary, including:
- Increase brand awareness online
- Create a clear distinction between yourself and your competitors
- Increase website traffic through social media
- Measure social presence by using metrics like influencer mentions, shares, likes, and retweets
- Sell products
Paid Advertising Campaign
There are four categories of paid advertising campaigns, including:
- Influencer marketing: You can pay media influencers to promote your products to their social followers. Since they trust the person who recommends your products, they are more likely to buy.
- Paid search marketing: Also as Search Engine Marketing (SEM), this campaign strategy involves ads on search engines like Google.
- Paid social media marketing: It’s also possible to pay to advertise images and videos on social media. You can aim these campaigns at users based on their interests, interactions, location, and more.
- Display marketing: Like SEM, display marketing involves showing ads to website visitors based on their search history.
Content Marketing Campaign
This campaign involves using content like videos, blog posts, ebooks, or webinars. By giving away a lot of quality content to your audience, they will turn into loyal fans. And since they already know that your brand gives value, they’ll be inclined to buy your products/services when the right deal comes along.
Email Marketing Campaign
Your email list is valuable. Since it consists of already existing customers and people interested in your brand, it’s an easy money-maker.
Most brands carry out email marketing to promote new content, re-engage inactive subscribers, or share information about a sale or deal.
User-Generated Content Campaign
These promo campaigns use user-generated content (social media posts, blogs, podcasts, etc.) for marketing your brand.
Because users are already sharing your brand with their friends, family, and followers, you can use this content with a campaign. It saves you having to create content yourself, and it shows potential customers that others love your product/services.
So there you have it! A rundown on the main marketing campaign types. Now, let’s get into something a little more technical.
Marketing Campaign Components
Now you know about some of the different types, let’s look at how to create a marketing campaign. First, you need various components, including:
Before diving head-first into creating promotional campaigns, you need to determine your goals. What do you hope to achieve?
Your goal should be specific, measurable, and achievable. For example, you may want to increase unique website visits from 100 visits per month to 500 visits per month when running a paid advertising campaign.
How will you distribute your message? Choosing the correct channels is essential for good campaign management, as it eliminates unnecessary costs.
Keep your target audience in mind and figure out what platforms they use most. Then, how can you reach them?
Most marketing campaigns require some kind of budget. And the required size of your budget depends on many aspects, including your goals, channels, and available time.
It’s also important to choose the type of content you’ll use for your campaign. Will you use video or images? How can you get your message across? What will the copy be? And, most importantly, how will these content pieces work together?
For example, Nike often uses video ads, YouTube content, guest blogs, and social media posts for a singular brand awareness campaign.
The team you choose to execute your strategic campaigning is critical. It is essential to select talented individuals who will help get the best out of your campaign, from carrying out market research to copywriting, creating videos, and even planning the budget.
Finally, your campaign design needs to pack a punch to have an impact. For example, you could include an attractive logo, a sleek website or app, or a compelling picture or video ad. If you can't afford a designer you can always use services like Design Pickle for your needs.
Whatever it is, just make sure it looks professional and suits the message of your campaign.
How To Create a Marketing Campaign?
You’ve got all the components, but the big question of how to start a campaign remains.
Creating a marketing campaign is rarely as complicated as it appears. To help you get started, let’s look at a couple of questions that can guide you as you create your campaign.
What is the purpose and goal of your campaign?
Every campaign starts with a simple question - what is your goal? It could be sales promotion, or increasing brand awareness, or generating more revenue.
Whatever the answer may be, it will be the central pillar of your campaign.
How do you plan on measuring your campaign?
After setting your goals, you’ll need to decide how to measure your campaign’s success. Again, how you do this depends on your campaign goals.
For example, if your goal is to promote a product, you should track sales and pre-orders. If you want to build brand awareness, you’ll keep an eye on social media followers/engagement and press mentions.
What metrics can you monitor?
The metrics you monitor will depend on your brand campaign type and the channels you’ve chosen. For example, if your goal was to increase traffic to your website, it’s a good idea to monitor website visits and bounce rates.
How will you know if your campaign worked?
Once again, this depends on the goal you set. If you set out to promote a product, then a successful campaign would lead to increased sales. If the goal was to create brand awareness, then your campaign worked if your company has more social media following.
Who is your target audience?
Knowing your target audience is essential for creating a campaign strategy. Knowing this will help you get the voice right and promote your products/services on the right platforms. How can you make a campaign successful if you don’t know who you’re talking to?
For example, if you’re targeting millennials and Gen Z, you probably want to avoid traditional television and focus on social networks instead.
What is your campaign concept?
Creating the concept involves getting into the nitty-gritty details of the campaign. Then, it’s time to start building it from the ground up!
You’ll decide on the campaign theme and the story. Make sure it’s in line with your goals and target audience. And don’t be afraid to get creative! Especially since campaigns can easily go viral online, your concept shouldn’t be boring.
Who and how will you create your marketing?
Now let’s talk about your team. You’ll need to decide who will be responsible for what task. Alternatively, you can use an external agency’s service to help with aspects of your campaign you or your team aren’t familiar with.
How will you reach your audience?
How you’ll reach your audience depends on many factors, like budget, audience preference, and campaign message. Thankfully, you can choose from many different channels. Examples include your company’s blog, social media platforms, SMS, traditional media, and emails.
How and when will you publish?
Timing is everything. You need to pick the right moment for releasing your brand campaign. Drawing up a visual marketing campaign map can help you stay on track throughout the different stages.
How will your market drive the desired action?
Your campaign may be gaining a lot of attention and get in front of the perfect audience, but it wouldn’t be complete without the proper funnel. You have to make sure it’s easy for people to take the desired action from your campaign.
If you’re aiming to increase your sales, campaign posts should have a “buy now” button. Or, if you want to grow your mailing list, giving a discount for signing up can help.
What will you do with the campaign data?
Data from your campaign can give you a lot of valuable insight. It can show you what your customers like, what worked in the campaign, and what could’ve used some more attention. This information can help you curate your offerings to suit their interests better in the future.
Strategizing, creating, and executing campaigns are exciting parts of marketing. How awesome is it to see your ideas come to life?
By crafting engaging campaigns, you’re able to sell more products, grow your email list, or improve your brand awareness.
Now you know more about the types of marketing campaigns, what they consist of, and things to keep in mind when creating your own. Good luck!
What is considered a marketing campaign?
What is the best marketing campaign?
How do you carry out a marketing campaign?
While obtaining her master’s in marketing, Chioma discovered her passion for writing and storytelling. She found a way to combine both and now dedicates her time to telling compelling brand stories. She’s also a tech enthusiast, bravely navigating through new products and exciting releases.
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