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The Perfect Digital Campaign – 7 tips on how to set it up

May 6th 2012
Written by:Nadir Shah    Comments: 0
 

Here’s the good news – The perfect digital campaign isn’t your Moby Dick and you don’t have to be its Captain Ahab. It’s something that’s totally achievable. The problem is that sometimes we get overwhelmed and intimidated by the scores of digital fronts we need to consider.   We lose focus and the result is usually screaming our campaign message on all the fronts out there, without a clear strategy on how all this screaming will achieve the goal.

For anyone managing a digital presence of a brand, let me start by saying this:

“An effective digital campaign or any new media campaign for that matter, should always be simple. But it does not simply consist of broadcasting the same message on all fronts with a little bit of facebook advertising rolled into it.”

Now that we know what a perfect digital campaign is not. Lets talk about the 7 Key things that I feel make up the dream digital campaign.

Target Market

Marketing 101 – your campaign has to be directed towards a specific someone. And its really important for you to know who that someone is. You can segment your target market based on a number of things that are important to you. It could be age, interests, line of work, location language etc. But you do need to define who your targets are. Because who they are defines which digital medium you should focus on the most. You may find that people in Australia use Hi5 or Friendster more than they use FB. Or the UAE crowd is more into tweeting or forums than blogging or sms campaigns. So a defined target will help you choose your target digital fronts. And this leads us nicely into point #2…

Synergize and Complement

All your assets should work in synergy and complement each other, with ONE asset starring as your anchor. Just doing this one thing, forms about 30% of a successful campaign. Each asset should dispense information ideal to its digital nature and direct consumers towards the asset that has been chosen to be the anchor. Which asset gets chosen as the anchor depends on your campaigns theme and what kind of messaging would be most effective.  This approach has 2 main benefits

–           Consumers will never get confused about which asset they should use to participate in the campaign. Campaign messages will almost never get misunderstood this way and they will be crystal clear to your audience.

–          You need not worry about intense campaign administration, where you have to post and repost campaign messages on every single digital front of yours.

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