How Digital Marketing Campaigns Work (Plus, 10 Effective Examples)
Marketing has always been defined as the process of connecting with customers. Today, marketers are faced with the challenge (and opportunity) of reaching their customers where they spend most of their time: the Internet. Nearly 4.66 billion people worldwide used the Internet in 2020 — that’s approximately 59% of the entire population. Marketing has evolved with the times to become digital marketing.
Blog Table of Contents
What is Digital Marketing?
The simplest way to define digital marketing is this: it’s marketing that happens online. Digital marketing covers all marketing efforts that leverage the Internet, especially channels and platforms such as social media, email, websites, search engines, etc. to reach existing and prospective customers.
What is a Digital Marketing Campaign?
Have you noticed those five-second ads in YouTube videos? Do you like a brand’s Facebook page to stay up-to-date on their latest promotions? Each of these is part of a digital marketing campaign, and in today’s digital age, people see hundreds of digital marketing campaigns every day without even noticing it. It is estimated that the average person is exposed to 6,000 to 10,000 ads each day.
Digital marketing campaigns are online marketing strategies that aim to boost brand awareness, drive traffic and engagement, convert customers, generate revenue, and much more. Digital marketing agencies are experts at identifying which of the many types of digital marketing campaigns will be best suited to support a business’s goals and deliver the results they want.
Stages in a Digital Marketing Campaign
There are three major stages involved in every digital marketing campaign. Let’s break them down in detail:
The most important part of any digital marketing campaign is developing a strategy. To begin, you need to define your target audience by creating an example persona of your ideal customer. Ask yourself crucial questions such as: “Who is my target audience? What solutions can I offer them? What digital platforms do they use most?”
It’s also during this stage that you should outline your goals. Do you want to drive traffic to your website? Do you want people to sign up for your newsletter? Remember that your goals should be realistic — it would be nearly impossible to gain a million subscribers from a single digital marketing campaign – even for the very best of the best of experienced industry professionals, That doesn’t mean you can’t set yourself ambitious targets, as long as they’re something that is actually attainable in practice.
Now that you’ve identified your target audience and your goals, it’s time to turn those plans into reality. During development, you will need to unleash your creativity in coming up with compelling content that will result in conversions. Since people are most likely to respond to visual content (e.g. videos, infographics, memes), you might consider hiring graphic Design agencies in the UK.
Once you’ve decided on your strategy, whether it’s SEO, paid search, social media marketing, and so on, it’s time to launch your campaign. Any marketer will tell you that you shouldn’t rely on only one platform, so it may be best to hire social media agencies in the UK to help you get the word out.
Measuring the performance of your campaigns should be an ongoing process. The main advantage of digital marketing campaigns is that you can adjust your tactics as you go. For instance, if your targeted Facebook post isn’t getting as much engagement as you’d hoped, you can change your target demographic at moment’s notice. Similarly, you may need to review your keywords if your SEO campaign isn’t resulting in clicks.
Examples of Digital Marketing Channels
Generally, there are ten digital marketing channels where you can reach current and prospective customers online.
Websites are where most digital marketing efforts take place. Brands, companies, and digital marketing agencies use websites to store content such as articles, videos, etc. The majority of your digital marketing efforts will be geared toward driving users to your website, where the goal is to get customers to convert. For example, email marketing may include a link to your website where users can sign up for members-only discounts.
2. Content Marketing
Every digital marketing campaign involves content creation. Whatever your marketing goals are, if you’re not creating content that engages, inspires, persuades, or informs your audience, your efforts will be for nothing. A few examples of content include videos, images, ebooks, blog posts, podcasts, infographics, interactive content, and much more.
3. Search Engine Optimization (SEO)
In a nutshell, search engine optimization (or ‘SEO’) makes sure that your website is visible on search engine results pages (SERPs). SEO leverages keywords, which are what people use to look something up on Google, Bing, and other search engines. Brands need to work with a professional SEO agency to help them get the best ranking they can for the most relevant keywords in their niche – because otherwise, how will people know that they even exist online?
4. Digital Advertising
Digital advertising is unlike traditional advertising, wherein a marketer pays for a commercial spot on TV. Instead, it involves bidding strategies commonly known as pay-per-click (PPC) marketing where marketers only have to pay whenever someone clicks on their ads. Since PPC marketing covers a wide range of factors, many brands choose to hire PPC agencies in the UK. Other types of digital advertising include social media advertising, search engine marketing (SEM), programmatic advertising, and so on.
5. Email Marketing
Contrary to popular belief, email isn’t dead. Plenty of email marketing agencies in the UK maintain a list of contacts whom they regularly send emails about new products and services. Think of it as the digital form of handing out flyers. Email marketing can be used to promote discounts, launch products, and build a loyal customer base.
6. Mobile Marketing
More than three billion people own a smartphone worldwide. Marketers have adapted to this statistic by making sure that their content looks great on any device. Web design and development agencies in the UK design responsive websites and mobile apps. For instance, Zara’s website adjusts to every screen size, but they’ve also launched the Zara App to make mobile shopping more convenient for their customers.
7. Affiliate Marketing
While less common, affiliate marketing can be likened to commission-based sales. Brands offer their affiliates custom links and codes, and each time a customer makes a purchase using the link or code, the affiliate gets a percentage of the sale. Affiliate marketing has also been called influencer marketing, where brands reach out to influencers (e.g. bloggers, YouTubers, etc.) with large followings, or those based firmly within a specific niche, to incorporate advertising for their products into their content offering.
8. Social Media Marketing
Since 3.81 billion people are using social media, it would only make sense to market your products and services where your customers are. Social media marketing includes all kinds of social media networks such as Facebook, Twitter, Instagram, TikTok, etc. Aside from sharing content about the brand, marketers use social media to engage with followers in a more casual setting. Social media marketing allows brands to connect directly with customers.
9. Online Public Relations
Online PR is when an online publication mentions a brand or its products on blog posts, articles, and so on. This also includes product reviews by bloggers and Influencers who have been paid to mention a brand or their products in their content.
10. Inbound Marketing
Inbound marketing refers to the process of providing customers with an experience that is unique to them. Instead of offering customers products that they probably won’t want, inbound marketing attracts customers by providing them solutions to problems that are unique to them. For example, if you sell affordable kitchenware, you might concentrate your efforts on SEO, so that customers who search for ‘affordable kitchenware” will naturally discover your website. It’s a less “in-your-face” approach — a digital marketing campaign like this doesn’t force your products on people who might not want them, but it helps you be more visible to people who are actively looking for what you provide!
Digital marketing campaigns may seem complicated now, but once you get the hang of things, you’ll see that it’s an extremely simple and beneficial process for any business. The key takeaway is that a digital marketing campaign involves more than one strategy and is usually accompanied by continuous management to guarantee success.
If you’re ready to launch your first digital marketing campaign, you may want to work with a digital marketing agency to ensure that your efforts are aligned with your goals. By implementing the right campaign, you can see a boost in Facebook followers, website traffic, conversions, and much more.