Digital Marketing Campaign Management

Digital marketing campaign management is an integral part of a marketing team's responsibilities, consisting of planning, implementing, and analyzing marketing campaigns.

The fast-changing nature of digital marketing makes it essential to review and gain insights from every digital marketing campaign and customer touchpoint. You can improve your digital marketing strategy by noting what works and what doesn't. Set clear goals and use digital marketing project management software to make marketing workflows and collaboration with external collaborators and creative agencies efficient.

What is a digital marketing campaign?

Brands launch digital marketing campaigns to achieve specific business and marketing goals such as promoting products, creating brand awareness, and acquiring new customers. A digital marketing campaign conveys a message to the public through various digital channels. A campaign is considered successful when it reaches the right audience and brings in new customers or converts leads.

The types of digital marketing campaigns available to marketers today are increasing and include text, photos, video, email, and experiential (e.g., VR) digital marketing campaigns. Hybrid digital marketing campaigns are a mix of all or some of the different types of digital marketing campaigns. The best digital marketing campaign strategy evokes positive emotions in customers.

What is digital marketing campaign management?

Digital marketing campaign management consists of a sequence of marketing-related activities planned and executed to achieve the best results for your business.

Digital marketing campaign plans break down the business marketing goals into smaller, actionable tasks. They aim to get their message to prospects and customers and build a trusted and engaged brand. The three main reasons for creating marketing campaigns are:

Brand awareness
Lead conversion
Customer acquisition

Digital marketing campaign examples

It is easy to be overwhelmed when deciding on a suitable digital marketing campaign for your business needs. Different campaigns require different teams, resources, and operations to bring them to life. It's the marketing team's responsibility to decide on the campaign most likely to bring the best results. What worked two years ago may not work today.

Take video content marketing, for example. For many years, Youtube solely dominated the space with little competition from Vimeo and Facebook. Fast forward to 2020, when TikTok, a new social app focused on short-form video content, quickly gained global popularity during the coronavirus pandemic. Now, nimble marketing teams have TikTok for Business accounts and actively market to a growing audience on the platform, which boasts an estimated 1 billion monthly active users.

Consider your marketing goals and audience before going all-in on the different digital marketing campaign options available. Digital marketing campaign examples include:

Content marketing campaigns

Content marketing campaigns aim to educate the customers and share information about the company, product, or services. They provide value to the customers and answer questions about the product. A content marketing digital marketing campaign includes:

Creating a content calendar
Conducting keyword research
Writing and designing content, e.g., blog posts, eBooks, newsletters, technical guides, white papers, and case studies
Distributing content
Measuring performance

Social media marketing campaigns

Most brands aspire to create social media campaigns that go viral and grab the attention of many potential customers. Social media marketing campaigns involve:

Creating a social content strategy and schedule
Publishing posts
Measuring the response to know what works

To get better results, brands may choose to promote their campaigns with ad marketing spend.

Search engine optimization and marketing campaigns

Search engine marketing campaigns create content optimized or paid to get ranked higher on search engines. A critical part of the digital marketing campaign strategy is searching for keywords that align with your brand.

Search engine optimization and marketing campaigns include:

Conducting keyword research
Creating a blog content strategy and identifying content marketing topics
Optimizing your website and content to rank for the right keywords
Running paid search ad campaigns

How to set up a successful digital marketing campaign

Marketing teams must create repeatable systems, workflows, and processes to facilitate faster and more predictable marketing project success. Planning, creativity, and careful analysis of past campaigns are essential steps in setting up successful digital marketing campaigns.

Below, you will find tips for creating successful digital marketing campaign plans:

Know your audience: Get to know your audience so you can create relatable and engaging content.
Find your platform: Identify which channels are used by your target market and align with your brand.
Create content: Study the format and type of content that matches your audience's digital habits. Create content consistently.
Set digital marketing KPIs: Every campaign must have specific metrics to measure its success.
Monitor the digital landscape: Observe your marketing environment and leave some room for flexibility and innovation in your digital marketing campaign strategy.
Analyze digital marketing campaign metrics: Monitor critical KPIs to discover how your digital marketing campaigns are functioning.

Sharing digital marketing campaigns

How you share your digital marketing campaigns is a big part of a successful marketing push. There are three broad layers of digital distribution:

Owned media channels: Owned media channels are digital marketing channels a company owns, i.e., has control over, such as their website, blog, email list, and social media posts.
Earned media channels: Earned media channels are digital marketing content created and shared by people outside your organization. Examples include reviews, retweets, likes, and unsolicited social media posts or blog content written about your company or product.
Paid media channels: Paid media channels are most similar to traditional marketing channels in that they typically involve paid content or ad placement. Paid media includes pay-per-click advertising, branded content, banner, and display ads.

Depending on the purpose of your campaign, you may adopt one or more channels.

Digital Marketing Campaign Management