Choosing right marketing campaign Flashcards
What is every organization interested in everything to do/get?
- leads
- exchange/conversion
- relationships
- retain existing cucstomers
What are the layers/steps that go with strategy? What do these steps summarize to?
TOP: Strategy
–> Business Objectives
NEXT: Marketing (4Ps)
- Marketing objectives
— Campaign
—–Tactics
summary
knowing what to accomplish!
- effective use of resources and $
- right mktg campaign + tactics
- lead back to win on biz objectives
What are main marketing objectives?
- Increasing problem & solution awareness (ideal/neutral/bad state – how help cust id and solve)
- Acquiring new leads & customers (always need new ones! (ppl die..))
- Activating leads & customers (encourage conversion)
- Monetizing leads & customers (CTA, bigger commitments, incentivize)
- Onboarding new leads & customers (make ppl feel great abt decisions, fight cognitive dissonance – give them special treatment)
- Building community & advocacy (likeminded group – cuts mktg expenses and promotes those that like talking about you)
What is a digital marketing campaign?
coordinated set of actions that org does to move someone from ice cold prospect to brand advocate
What are the defining factors of a digital marketing campaign
- objective based (follow from biz objectives)
- multiparted = lots diff things
- seamless + subtle (FRICTIONLESS, EFFORTLESS) = most successful biz GRADUALLY move ppl along
- in flux = landscape always changing so hard to have long term campaign, need adapt, use data to adjust
What are the parts under the “multiparted” factor for a digital mktg campaign? Inputs
- content - based on who toure talking to and where they consume content
- tools to make it
- make it visible (traffic)
- timeline (short vs long campaign)
- baseline/measuring = need see where started so can see if success, if campaign matttered
- budget = not just material/ads, but also ppl, time
- metrics = dependent on what tools using
What are the major tyoes of campaigns?
A. Acquisition campaigns
= start of cust journey
B. Monetization campaigns
= trying to get exchange going, get qualified leads
C. Engagement campaigns
= already a relationship, want build more
What are the important steps of an acquisition campaign? What things to consider for each?
1) Make aware (those who dont know anything about you)
- sometimes need to reach out to complete strangers
2) Engage - with content!
- needs to be VALUABLE, RELEVANT, CONSISTENT (get a spot in evoked set)
- types: entertain, inspire, educate
3) Subscribe
- get cust ot keep talking with me, are they cool with me talking to them
- draw them along ht eojurney
- create trust giving them stuff, ELIMINATE RISK
4) Convert
Who are the targets of acquisition campaigns? What is the goal?
- getting new customers
- renewing relationship with existing customers who have gone dormant
goal = acquire leads and convert into buyers
What is an example of an aqcuisition campaign that worked?
H&M worked with The Weeknd for some products and PR
- allowed them to reach fans who pos didnt shop at H&M
- allowed The Weekend to reach more people who pos hadnt heard of him
What are the parts of a monetization campaign? What do for each?
1) Excite = not cold lead but havent bought anything OR existing cust that has purchased but want em to keep coming
2) Cause customers to ascend = increase calue gettting from leads and existing customers
What are the main goals of a monetization campaign?
- sell more product
- sell product at a higher price
What is a good example of a monetization campaign?
Rolex:
- excite = want ppl who aspire to have rolex to buy one
- ascend: want ppl who have one to buy another
consider % that will buy again, then % of those that will buy more frequently, then % of those that willing to buy most expensive
= monetiation: make 10 $$$$ watches and know customers who would want, so can bring these ppl to check em out, see Rolex factory, give swag, etc.
**important: knowing your customers = what tools to use
another example = miracle treat day at DQ - gets more sales from existing cust
What is the goal of an engagement campaign? What types of cust are you trying to create?
goal = build a community! creates the peopl who see brand as part of their identity
types
advocate = person who defends brand, offers brand if asked
promoter = SEEK to tell others about the great product
What do you need for a successful engagement campaign?
- need to give value! = strong marketing mix that delivers value bc w/o it prob no advocates
- need have finger on pulse of “What do our customers really think?”
- need to make it east for customesr to recommend tour business (easy to leave testimonials, easy to share their story –> “show us how you enjoy the product!”)
—> **benefit here is that potential customers get to see existing ones being happy, can identify with them + their life shown in the story :. find community :)
