The term campaign management is often associated with the task of organizing and monitoring live campaigns, and as a result, marketers often neglect duties like tracking, analyzing and implementing improvements. Here is how you best manage your marketing campaigns.
Now that marketing campaigns are mainly digital, agile and often changed in real-time, they are also more complex to manage. Your marketers must therefore be somewhat tech-savvy and able to handle the necessary software. If your brand distributes a number of ads across channels and websites you will probably need both a marketing automation software and a creative management platform.
Marketing automation software
Marketing automation is about automating your workflows. It can be anything from automated email distribution to a complex behavioral triggered workflow. In any case it's the key to improving effectivity in your marketing team. You can learn more about marketing automation in this article: WHAT IS MARKETING AUTOMATION?
Creative management platform
A creative management platform is a software solution designed to help marketers manage digital content across channels. Amongst other things, it enables your team to make changes to banner ads across campaigns, DSPs and servers, in real-time. You can learn more about CMPs in this article: WHAT IS A CREATIVE MANAGEMENT PLATFORM?
With the necessary tech in place, we can finally move on to the actual managing part. Step by step it should look something like this:
Determine your goals and set specific parameters
This might sound basic, but a surprising amount of marketers launch campaigns without setting specific goals. Just to be clear: raising awareness, getting more customers and creating social engagement, are not specific goal. Goals and parameters are numbers. How many leads/klicks/conversions/likes/subscribers/customers do you need? Set a number, and don’t forget the time frame. Remember that campaigns lose momentum over time.
Decide on the budget
Budgets can be tricky in the digital marketing world, because we often pay per click or view, but there is no avoiding it I’m afraid. That’s why it’s crucial that you know which channels and platforms generate the best and most customers or leads. While Facebook ads for example can be a great way to reach your target audience, it might not give you the best return on investment (ROI).
Publishing your ads on the right channels is crucial for success. Now, we have already touched upon the importance of ROI, but to achieve it you need to know and consider the following:
- Where your target audience is active
- How hard or easy it will be for your ad to get noticed
- What time of day they are active on set channels and most likely to convert
- What message will best resonate with your target audience
Streamline the process with an API
An application programing interface (API), will help streamline your campaign process, enabling you to make changes to your ads quickly without consulting a third party. It gives your team full control over the layout, size and content of your ads. And we all know how looks affect conversions.
Make use of a scheduling engine
This goes hand in hand with the point about reaching the consumers at the right time. Generally speaking consumers are much more likely to make a purchase after working hours. That doesn’t mean you can't hit them with advertising during the day, just be sure to retarget them in the evening.
The best way to do this in an efficient manner is to use a scheduling engine. This will allow your marketing team to publish campaigns ahead of time without working unreasonable hours.
Publish and improve
Many marketers believe their job is done once the ad is published. I call this the “post and pray” mentality, because when doing this the performance of your campaign is very much left to chance.
The truth is that the real work starts once everything is live. If your campaign is performing great you know you’ve hit the target audience at the right place, at the right time, with the right message. If, not you have to start making changes immediately. Is your message not resonating with your audience? Are you hitting them at an inconvenient time? Is your ad not properly scaled? It's your job to find out, make notes, do changes and tests in real-time. This point right here defines your brand's level of campaign management.
Analyze and review
After you’ve made your mistakes (or successes), it’s time to review the campaign as a whole and use the data collected to make improvements to future ads. After a while you will be able to know which platforms give you the best ROI and what messages work at what time of day.
Remember though, that the consumers get tired of the same message, so use the creative minds of your marketing team to create innovative digital content.