Category: Digital Marketing Execution Elements

The final stage of campaign management involves activities which occur post-campaign implementation and deal mostly reconciling with unmet objectives. In the following sections, let us look at how campaigns are run across key channels and the specificities involved at each stage of the campaign management cycle.

It involves taking necessary steps to ensure that there are minimum variances across key campaign metrics. This includes tracking data and optimizing campaigns to put each campaign element on track and achieve desired campaign objectives.

Key activities of campaign monitoring include:

It includes all activities involved in launching the campaign which is also known as campaign go-live: Campaign Monitoring to Reconciliation Once the campaign has been initiated in the chosen platform/tool, from the first hour itself (depending upon type and automation), it needs to be continuously monitored to make sure that all the campaign elements are in…

Once the channels and type of campaigns have been planned, and budget has been set aside for each of them, activities towards campaign launch need to be set up. Campaign set-up includes all activities beginning with target list creation and development of target parameters thereby ensuring that the inventory has been booked, creative developed and…

The next stage campaign budget involves taking decisions on the type of budgets which the client would want to spend on each separate channel and also the way they would want to allocate that spend across different buying options. They would also need to do prior research on historical RoI vs spends for campaigns across similar businesses/industries…

The first two stages of campaign management involve firms developing initial planning and taking decisions on overall and channel-specific budget that they would want to spend on digital campaigns. This is crucial to make sure marketers have strong insights into the kind of campaigns they want to run and the type of RoI they would…

Campaign management at its most basic level involves a set of planned activities towards achieving desired marketing objectives. As discussed in Chapter 6, in the section titled, ‘Digital Media Planning Stages,’ for executing any digital marketing campaign a firm needs to assess its 6S digital implementation state, specific business objectives, offerings mix, and present lifestyle stage…

In the last two chapters (6 and 7), we studied the third phase of ASCOR Digital Marketing Framework to understand the concepts of digital media planning and its key stages. We also looked at the steps to develop a marketing communications strategy and a basic introduction to key digital marketing channels. In this chapter, we will start with a…