A good marketing campaign strategy is the process by which companies realize a marketing goal. In most cases, this means sales and conversions, but it may also refer to collecting customer feedback or raising awareness of a new product.
Of course, a good marketing campaign strategy allows you to meet your campaign goals. However, it also collects data, meaning that marketing departments can see what type of ads work best for which populations. This in turn enables companies to create more successful campaigns in the future.
There are two types of internal data that should be used in a marketing campaign: the strategy itself and your historical company data. Strategy data includes campaign goals, the measurement of success (sales or social media engagement, for example), the budget allotted, and the plan of action. Secondly, historical company data includes customer segments, customer transaction histories, and the channels by which you currently reach your customers.
Essential external data encompasses all online data. In other words, site analytics, online reviews, and social media sentiment data. Additional online data includes follows and site referrals.
Other external data includes market trends and news. Companies may also consider partnering with marketing companies or hiring consultants.
By far the most difficult aspect of this case is developing the strategy. Even experienced marketers struggle to decide on a plan of action, a budget, and a marketing channel. However, a proper model that accounts for the internal and external data mentioned above should make this process easier. Likewise, a good model consistently updated will keep measuring successes and generating insights.
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