Marketing Guide
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What Is a Marketing Campaign?

A marketing campaign, also known as a marketing strategy, is how your teams promote a business through different channels and types of media. It usually involves designing a brief which outlines the exact goals and it is up to your marketing teams to decide the most effective way of achieving the desired objective, using a variety of effective mediums to do so. They must also consider resources and figure out both team capacity and the budget available. When it comes to exactly what is a marketing campaign, examples include:

  • Television, radio, print, and billboard advertising
  • Cold calling
  • Email marketing
  • Event marketing
  • Content syndication
  • Digital advertising
  • Display, social media, email, and video advertising
  • Search engine marketing
  • Native advertising
  • OTT (over-the-top) advertising

What are marketing campaign objectives?

Marketing campaign objectives are the defined goals of what each campaign should accomplish and should form part of the marketing plan. Without these, it is difficult to figure out simple elements of your marketing campaigns, such as the messaging and your selected channels. 

It’s recommended that, for your marketing campaign objectives, you follow the SMART method — that is to say that each goal is: Specific, Measurable, Attainable, Relevant, and Time-bound. For example, when figuring out what are your marketing campaign objectives, you may want to select goals such as:

  • Generate more leads
  • Grow digital presence
  • Promote a new product or service
  • Target new customers
  • Retain existing customers

How to plan a marketing campaign

There are several important steps to putting together a marketing campaign, but ultimately, it needs to ensure you reach your target audience across platforms with a consistent, relevant message. Planning your marketing campaign will involve activities such as:

  • Refining the messaging and campaign theme
  • Brainstorming ideas with your team
  • Deciding which channels to use
  • Defining which assets need to be created
  • Putting together a marketing calendar
  • Setting your campaign goals

Now that you know what a marketing campaign is, you can use the lists we’ve shared above as a jumping-off point to help your team reach new customers with the right messaging in the right channels at the right time.