A Guide To Marketing Campaigns: Definitions, Types, And Examples
The marketing campaign includes a series of strategic efforts to employ marketing channels to attain a certain business goal or objective. This can comprise promoting business offerings to potential customers using different forms of media, like print, radio, television, and online platforms. Not only this but the marketing campaign can also encompass broader objectives, such as differentiating a brand from the competition or growing brand awareness. A company that has previously lost sales because of negative press should also consider leveraging a marketing campaign to re-establish its image.
Though marketing campaigns can comprise paid advertising on digital and traditional media channels, they may also include advertising efforts with organic channels, like a company’s website, newsletter, and social media. Businesses and franchises operating in highly competitive markets may conduct consistent marketing campaigns to increase brand awareness and sales. In this article, you’ll get the necessary information regarding marketing campaigns. Keep reading!
Key Takeaways
- Marketing campaigns are comprised of different channels, visuals, strategies, and messages that aim to reach a certain business objective.
- After defining the goal of the marketing campaign, it’s essential to consider what media channels and formats will be most effective to reach a specific segment of consumers.
- Marketing campaigns are not only about advertising products; they can also be used for broader goals, like building trust with the target audience or growing brand awareness.
An Overview Of Marketing Campaigns
Marketing campaigns aren’t just limited to advertising services or products. They can be designed considering many different goals, including introducing a new product, building a brand image, reducing the impact of negative news, or increasing sales of a product already on the market. Determining the effectiveness of a marketing campaign demands defining, well-tracking, and analyzing performance metrics of KPIs that are not only related to the marketing channels but intended campaign goals as well.
Marketing campaigns can be planned and managed in a number of ways. However, most effective campaigns begin with a comprehensive strategy and involve using project management principles to organize roles, timelines, budgets, and responsibilities. Aside from this, they may also benefit from templates and briefs to communicate project requirements and streamline the whole planning and creative process.
What Are The Types Of Marketing Campaigns Activities?
There are various avenues for marketing to customers, so generally speaking, any given marketing campaign will consist of a list of channels a company will use to communicate with its target audience. Adding more, campaigns also have several other intentions and goals that will define the types of resources needed and the activities that are likely to leave an impact.
Types Of Marketing Channels
These channels can comprise aspects of a company’s physical and digital presence, such as;
- Social media channels
- Digital or printed brochures or pamphlets
- Printed assets showcased at a brick-and-mortar location
- Website and blog
- TV or radio advertisements
- Printed or emailed newsletters
- Out-of-home advertising, like transit ads, billboards, or digital displays
- PR outreach and press releases
Creative assets generated for a given campaign are often dictated by the channels chosen. However, if you want the campaign to be highly impactful, it’s paramount to consider how it will be expressed on channels and to strive for continuity in messaging as well as visuals.
Marketing Campaign Goals
Companies run advertising campaigns for different reasons, whether it’s to partner with another organization or brand, showcase brand values, increase brand awareness, or launch a new offering. Want your marketing campaign to be successful? If so, an intended outcome must be defined and agreed upon according to specific KPIs or metrics. However, once the marketing campaign ends, it’s advisable to review and analyze the campaign performance.
A marketing campaign can strive to produce a positive impression of a business offering or brand, or it might be created to effectively deal with a negative impression. For instance, companies that lose sales because of major negative press often employ marketing campaigns to restore their brand image. In 2015, Chipotle Mexican Grill was investigated by the United States of America. Centers for Disease Control and Prevention after many customers became sick in 2015 from food safety problems regarding E.Coli and norovirus. This caused Chipotle’s sales to drop by up to 30% in the first quarter of 2016. Therefore, to gain the company’s trust again, the organization offered coupons for free food through texts and direct mail. Aside from this, the company also used online videos to announce a $10 million grant to support local farmers.
Marketing Campaign Resources
Companies often use in-house marketing teams to produce their own marketing strategies, or they may use paid advertising and expert freelancers to help them reach a broader audience. Some agencies do both, depending on the nature of their campaign or the size of their team.
Irrespective of the size of the company, it’s equally important to designate the appropriate resources, tools, and processes to benefit from the outcomes of a marketing campaign. For instance, if you’re promoting potential customers to sign up for your email list, you should ensure that the list is well-managed and that new customers are set up to get marketing messages. In case visits to your website increase, you must make sure that it is set up to effectively handle the influx of a large amount of traffic generated by the marketing campaign.
Key Examples Of Successful Marketing Campaigns
One of the most widely watched and prominent marketing opportunities each year is the Super Bowl. In 2024, even a single 30-second commercial spot cost around $7 million. Generally speaking, brands that tend to advertise during the Super Bowl often use their best creative resources and ideas to make their ad campaigns impactful and unique. Do you know about Apple’s famous “1984” Super Bowl ad? This is considered one of the most effective and memorable ads of all time. Not only this, but that ad also contributed to more than $150 million in Macintosh sales in over 3 months.
Another iconic example of a successful marketing campaign is the “Got Milk?” campaign which was run by the California Milk Processor Board throughout the 1990s and early 2000s. That ad got celebrities to sport “milk mustaches” on their upper lips to advertise milk consumption. Adding more to all of this, a study by the US Department of Agriculture showed that generic dairy marketing between 1984 and 1997 increased fluid milk sales by more than 6 percent.
What Types Of Media Are Used For Marketing Campaigns?
Marketing campaigns can be run on different types of media, like print, radio, television, video streaming, and online social media platforms.
Are Marketing Campaigns Solely Reliant On Advertising?
No, marketing campaigns don’t solely rely on advertising. Instead, they can include organic channels, like blog posts, social media channels, and email in addition to paid advertising.
What Is The Purpose Of A Marketing Campaign?
The goals of a marketing campaign will vary significantly depending on the business’s marketing strategy as well as on the intention of the campaign. Besides, marketing campaign goals can also include things, such as increasing sales of a product already on the market, building a brand image, reducing the impact of negative news, and introducing a new product or offering.
Wrapping It Up
Marketing campaigns can comprise but aren’t necessarily restricted to, the advertising efforts of a company. However, campaigns can be run on the organic channels of a company, such as email, blog, social media, or website, and through paid advertising opportunities on digital marketing channels, radio, TV, or in print. A company might decide to run an advertising campaign for various reasons. But, to set itself up for success, the company must have a strategic outcome in mind that it can easily and quickly determine, track, and review at the same time.
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