Online Marketing : Campaign Strategy

Someone famous once said it's best to trust your intuition, because mistakes might as well be yours as somebody's else's.

Chances are they weren't talking about online advertising management, and yet so many companies launch a site or a new campaign strategy without first going back to basics.

They don't truly know the whereabouts of their online target audience groups, whether they're active searchers or even if they'd respond to an offer if presented with one. And they either haven't a plan at all for measuring campaign performance - or have one which doesn't know whether performance is based on impressions or clicks.

For a marketing campaign to maximise its potential, all these issues should be addressed before the creative fun and games get underway.

What's included in a Campaign Strategy?

Our campaign strategies clearly identify goals, specify target audience groups, and take into account the characteristics of each product as well as any specific promotional offers.

Fulfilment considerations include an assessment of which internal departments need to be involved or notified, and the preferred list of marketing channels can include search, eDM (HTML email) or display advertising (rich media & banners).

Armed with this level of granularity, it's far more likely that the strategy will deliver against pre-determined measurement points (usually conversions) and other performance KPIs.

Clients for whom we have produced online campaign strategies include:

• RAC

• BankWest

• iiNet