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How-to: Form an Effective Digital Marketing Campaign – Part 3 – Campaign Execution
How-to: Form an Effective Digital Marketing Campaign – Part 3 – Campaign Execution

   October 10th, 2014               Vinayak Katkar               Digital Marketing

After we’ve planned and effectively designed a digital marketing campaign comes the most important step: Campaign Execution. The execution of the designed campaign in itself includes a number of steps, each one essential to its smooth functioning.

1. Landing Page Implementation

Care must be taken to ensure that the implementation of a landing page stays true to the design brief and is compatible with all browsers.

2. Landing Page Testing

Loading times for the landing page have to be kept as low as possible. Detailed checks for any typographic errors, usability issues, etc. have to be carried out. Quality checks for performance issues, loading issues etc. must also be done at this point.

3. Custom Media Buying

Here we communicate with media houses for inventory and innovation banners and track the response from the custom media campaigns.

4. Tracking Installation

Tracking is the most important part of the campaign execution process. Tracking includes:

1. Google Analytics

2. Mixpanel

5. Create Flash/Image/Text Ads

The flash image ads communication should be in sync with the campaign concept and should integrate lead generation points in the creative itself. We use interactive flash ads that help us to communicate better.

6. Media Planning

Media Planning includes:

  • Keyword research

  • Audience targeting

  • Re-marketing and Re-targeting tactics

  • Content Targeting and Managed Placement

Re-marketing

Re-marketing lets you show ads to users who have previously visited your website as they browse other websites. Re-marketing is powerful way to stay engaged with your target audience. Presenting them with highly relevant ads and offers across the web ensures your brand is on top of their mind.

7. Track and Analyze

We track the campaigns regularly and perform checks to ensure that they are running as required. The campaigns are analyzed for impressions, clicks, cost per acquisition, etc. and the costs are optimized using different techniques.

8. Implement and Iterate

We note down the experiments we have done in tracking and analyzing campaigns and if they are performing well, we then implement them across all running campaigns and iterate them regularly.

9. Feedback from Client about Quality of Leads

We take regular feedback from the client regarding lead quality, brand awareness, improvements in TG engagement levels. We then ‘accelerate’ better performing campaigns and ‘decelerate’ or terminate the campaigns which are not delivering as per the requirements.

10. Manage and Optimize

Campaign optimization is an ongoing process which starts from the moment the campaign is made ‘live’ and goes on till the completion of the campaign.

11. Result and Feedback

Create Standard Report of Campaign Performance

The campaign report is shared with the client and includes:

  • Reach

  • Clicks/Visitors

  • Number of Leads

  • Cost per acquisition

  • Total cost of the campaign

  • Conversions

Feedback on Campaign Report

Feedback on the overall response of the campaign is compiled and collated, which is then used to optimize the next digital media campaign.

Credits: Vinayak Katkar and Siddharth Bhakay

Contributions: Sonia PhadVaidehi MirashiRuturaj Mokashi and Jayanta Rudra

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