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9 steps to launching a profitable digital campaign

March 13, 2017By Meggie Ouellette
Categorie:

With 90% of Québec households connected to the internet*, digital campaigns are great opportunities that proved their worth. But can your campaigns give better results or are they planned to give you the best possible return on investment (ROI)? Here are 9 steps for planning your digital campaigns.

What does a digital campaign imply?

1. Plan your campaign objectives (SMART)

The objective of all campaigns is to reach the consumer at the right time with the right message. But do you want to increase your exposure, promote a new product, reactivate inactive customers or do you have other objectives?

The next decisions for the campaign will come from your objectives. For example, in the case of an awareness campaign, your target will be broader and your placement different than for a campaign whose objective is to reactivate former customers.

2. Profile your target audience

Understanding your audience is one of the success factors for advertising campaigns and data-driven marketing offers a hands-down advantage for that success. It enables you to address the interests of your target clientele, geo-target your customers, and other possibilities. Moreover, you can extend your audience by including profiles similar to the ones of your target customers who convert well.

Imagine that you own a company selling shoes and you have the opportunity to present incentive advertising during a consumer decision process. Your chances of boosting sales are clearly increased!

3. Write personalized messages

The message has a great impact upon the consumer decision to click on advertising or not. The more personalized the message, the more chances you have to sell. Also, don't neglect your call to action, the element that encourages consumers to come visit you!

4. Choose advertising placement channels

The choice of marketing channels is very important: You must profile the consumer habits of your target clientele and choose channels accordingly. We recommend not to dedicate your entire budget on one individual acquisition channel, but rather plan many campaigns across a variety of media outlets. Here are some possible channel choices:

  1. Social media (Facebook, LinkedIn, Twitter, etc.)
  2. Search engines
  3. Display network
  4. Real time bidding
  5. Marketing solutions directory
  6. Newsletters
  7. Etc.

5. Be flexible with your budget planning

With a digital campaign, you must be flexible and adapt to your market unlike traditional campaigns where the entire budget is fixed and dedicated solely to creating a single campaign.

You can readjust advertising expenses during a digital campaign to get the best ROI and not miss opportunities, for example by increasing the budget of the campaigns achieving the best results.

6. Plan some time for optimization

Optimization time is certainly a key factor in the success of campaigns. We can adjust digital campaigns in real time and measure their impact. Sometimes, you need to test a variety of messages in different market segments to find what gives the best ROI.

You need to know how to analyze campaign results in order to put the necessary optimization into place. By testing many types of campaigns/messages, you can find what generates the best results (sales or conversions) and dedicate a greater part of the budget to it.

When a campaign does not achieve the results you hoped for, don't be afraid to question yourself:

  1. Is there any new obstacles that were not evaluated?
  2. Is the target adapted to my objectives?
  3. Is my message optimal?
  4. Is my budget adapted to the target market?
  5. Is my choice of ad placements right?

7. Analyze your results

Following the campaign, you need to be honest about the results. Whether the campaign achieved glowing results or mediocre ones, there are always new opportunities for improvement. The digital market is progressing and audience data is more and more accurate. You thus need to be constantly on the lookout for new possibilities.

8. Be on the lookout for next opportunities

As mentioned before, opportunities are almost endless, which means that it is always possible to do better or do something different from the previous campaign.

There are a multitude of possibilities, but here is one still underused: Dynamics 365, an amazing tool for marketing specialists. You can now link digital advertising campaigns with physical sales in stores. We can understand our consumers better and adapt to them!

9. Take the time to choose your agency carefully

  1. The agency's experience in this type of campaign
  2. The agency's transparency
    1. Distinction between advertising and management costs
    2. Access to the results of your campaign statistics. For example, the results sharing with Power BI personnalized dashboards.
    3. Open spirit and understanding your needs
  3. Beyond these criteria, is the relationship going well? Do you get along well?
  4. The bond of trust is also very important!

Do you want to launch or are thinking about launching a digital advertising campaign? Come talk to us about your project to see how we can help you!

*http://www.cefrio.qc.ca/netendances/portrait-numerique-des-foyers-quebecois/ (in French only)