An advertiser’s marketing strategies and initiatives consist of multiple campaigns, which in turn consist of different publishers, line items, and creatives. Generally, a campaign can be described by two factors:
For example, Ford’s 2014 digital marketing strategy may be comprised of multiple campaigns:
For each campaign, an advertiser will generally have a separate planning process, which involves setting a budget, sending RFPs, and evaluating publishers.
There are several keys to achieve the best result in the advertising campaigns:
Marketing campaigns can be designed with different goals, including building a brand, increasing sales, introducing a new product, or even reducing the negative impact
Whatever the size of the company, it’s important that someone is dedicated to generating marketing campaigns. Companies that lose sales due to major negative press often use marketing campaigns to rehabilitate their image
A campaign plan is a plan to achieve an objective, usually of a large-scale over an extended period of time. It usually coordinates many activities and uses of resources involving multiple organizations.
Last Updated on