A very important aspect is to maintain coherence between online and offline activities. Marketing activities conducted online must me coherent with the sales strategy and the company’s marketing strategy.
Steps in a campaign
Setting the goals of the campaign
Together with the client, we set the goals which are to be achieved with the conducted campaign. The goals of those activities can be an increase in sales, introduction of new products to the market, as well as building up the image of a given brand. When setting the goals we always take into consideration the budget which a company has. The goals have to me measurable, set within a timeframe and most importantly – achievable.
Choosing the target group
In the next step we specify the target group at which we will aim our advertisements. Without precisely defining who we want to get interested in out products the campaign might end up being completely ineffective.
Choosing the right tools
Next we choose the tools with which we will reach the target group in the most effective way. The choice depends on the set goals, the target group, the promoted product or service and also the budget of the campaign. The tools we use most often are: e-mail marketing, remarketing, Google Merchant Center (GMC), Gmail Sponsored Promotions (GSP), Google AdWords advertisements and adds in Social Media.
Creating promotional materials
Creation – what you see. Banners, animations, video materials, mini-games etc. Usually it is the most interesting part of a given campaign designed by a team of creative graphic designers together with the Marketing Department.
Analysis and reporting
The analysis of a campaign and reporting are the final steps. Thanks to the conducted analysis we know if the goals set we achieved. We can also see which tools used were the most effective for a given target group, which gives us important information for future campaigns.