Marketing, Digital Media campaigns
In the head of all consumers are the digital revolution processes. Now they have them, because now, even, the opportunities to generate new business models, depend on working with users, in their environment, for their needs and through new technologies.
It is therefore important to understand that the field of action of marketing in that revolution, taken to the digital field allows us to find advantages in different tools, such as web analytics, on which the action of online campaigns and in general, any Strategy that from marketing concentrates, such as inbound marketing, through which the opportunities of the digital world are taken to put them at the service of advertising, user attraction, loyalty and evangelization of customers, important objectives of digital marketing.
Finally remember that the digital marketing plan will be a special link to guide the strategic development of the company in this area, and its correct monitoring and control will guarantee its success.
Campaigns in digital media
Faced with the development of online advertising, it is important to remember that digital media have different characteristics to traditional media. Mainly, he stopped talking about an advertising accustomed to pressure, for one that, through attraction, seeks to attract user attention, that is, that the information is no longer unidirectional, but expects an answer, an interaction with the client.
In the same way, it is currently trying , because the first means, not only a waste of efforts, but also the poor segmentation, makes the message lose. And precisely, modern communication hopes to customize the advertising, and ensure thus that the message reaches properly to user target.
Establishment and monitoring of objectives of digital campaigns
In digital marketing objectives are established in accordance with the execution period. These objectives are set as follows, according to Chaffey and Chadwick (2014):
- Annual Marketing Communications Objectives. Which can mean the measurement over a year, so it is necessary to establish an annual budget to help the achievement of these objectives.
- Specific campaign communications objectives. Specific objectives can be established for each campaign. The campaign objectives must be based on traditional marketing objectives, have a specific target and measurable results that can effectively attribute for the specific campaign."
How are digital campaigns measured?
It is necessary to deepen the measurements of digital campaigns, which develop, from the least sophisticated to the most complex.
Volume measurement is mainly measured through user redirection through clicks or visits to a site, which is quantified in a better way by defining unique visitors, for example, that a site has 5.000 unique visitors per month, is the best way to measure the target by volume. On the other hand, the measurement through quality, refers to the number of unique visitors who become potential customers, subscribers or sales, thanks to marketing strategy. Cost measurement per click is done only for the payment of digital media such as Google Ads. Similar case is the measurement for acquisition cost, as a digital campaign is considered successful as long as clients and visitors are acquired on the website, although the cost for this is a bit high, it is then necessary to calculate how much each visitor costs , potential customer or sale to control costs in a better way.
The investment network, RSI, calculates how profitable the digital marketing activity is being, while the measurement of brand development is quite complicated to calculate, since it specifically refers to the consciousness that customers have on the product or service, and usually translates into remembrance through advertisements, customer preference for the brand and the intention to buy them. Finally there are the measurement of life for life, it refers, not in the initial purchase made by a customer, but in the value and costs that are associated with keeping the customer associated with life.
Types of objectives in digital campaigns
In digital campaigns, there are usually five types of objectives:
- The objective of traffic generation, which contains the strategies to manage visitors to the website and end with the conversion of those visitors.
- The objective of conversion seeks to generate strategies to attract the attention of visitors on the site, and that being in it, the communication message is developed based on, mainly, increase the database of registered user, interaction with the rest of content, a call to action or effective cta.
- The goal of scope in third -party sites, which means the effectiveness of influence, interaction with the brand and reach of the same on third -party websites.
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