The primary objective of marketing campaign planning is to define, analyze, select and create marketing campaigns that are effective, targeted and measurable. The planning process begins with identification of potential customers, a comprehensive assessment of market conditions and competitors. The goal is to build a brand by aligning with complementary and related companies. Marketing campaigns should be developed based on the type of customer, product or service and tailored for each audience. There are four key marketing objectives:

Marketing campaign planning includes six primary objectives, which are to build new customer loyalty, influence existing customers, drive sales growth and influence behavior. The primary objective is to attract new customers through a variety of channels including social media, traditional and Internet advertising, direct response, and experiential marketing. A strong marketing strategy is required to develop a strategy that identifies the target audience, competitors, and potential market drivers. A brand manager is charged with developing a brand and its message through the most appropriate channels and to achieve the ultimate objectives. B2B companies often have creative staff to support the development of new ideas, creativity is needed to develop new ways of presenting the existing brand, creative marketing is needed to influence consumers and shape their buying decisions, and financial resources are required for purchasing activities.

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While every marketing campaign requires an initial investment, the effectiveness of marketing campaigns are measured over time. A strong marketing plan must be flexible enough to change as the business evolves. The effectiveness of a marketing campaign is measured not only by the number of new customers brought in, but also by the number of new referrals and future sales. Successful marketing initiatives require a consistent approach that creates awareness, enables a positive reputation, creates a pool of new customers, and creates new opportunities for future sales. This means that a campaign must address every aspect of customer acquisition and customer retention.

In today’s Internet driven markets, marketing campaign planning involves every channel a company uses to acquire new customers, attract new customers, and retain existing customers. Every marketing effort must have a plan and purpose. These may include building brand recognition through online efforts such as blogs, Twitter accounts, Facebook pages, and YouTube videos. These efforts can generate a lot of buzz and get the company into the public consciousness. New customers may also be generated from these online efforts through word-of-mouth referrals and viral marketing.

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Marketing campaigns do not stop after the initial engagement. They continue to engage customers through several channels over time. Every marketing campaign starts with an analysis of the market, the competitors’ strategies and what each company plans to do to position itself for success. Analysis provides the foundation for planning and determines the next step in the marketing campaign budget.

Analysis will determine if continuing the marketing campaign planning would be fruitful or if it is a temporary solution that fails to achieve the desired goals. A company may find itself spinning its wheels on the same activity for months on end. There are many channels through which the company can engage customers, but if those efforts are not well executed, the results are disappointing. Therefore, it is important for companies to analyze their marketing activities in terms of the results they want and whether or not those efforts are worthwhile.

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