Are you looking for a way to reach an enormous audience through marketing campaigns that are cost-effective and measurable? If yes, then you have landed at the right place.
As you know, people are largely spending time on the Internet so much that it has become an integral part of their life. Around 7.7 billion people across the globe conduct searches, check their social media feeds and indulge in online shopping. You don’t know, but they are looking for your offerings too in the digital space, and if you don’t pay attention to them, you may run the risk of losing these valuable leads.
If you are looking to expand your business, you need to pay attention to your leads and make sure that your business is exposed to a larger set of audience. The more people would know about your business, the better chance you stand to acquire leads. Apart from this, you have far better opportunities to increase your sales, target your ideal audience, and monitor your results. But how can you do all this? The first step is an improved online presence for, which you need to experiment with different types of marketing campaigns.
In this article, we are going to discuss 3 different types of digital marketing campaigns that will help you reach your audience. The more you reach your ideal audience, the more you allow them to know you personally. So, let’s start with different marketing campaigns, but before that, it’s better to understand what marketing campaigns are and what are the reasons to invest in digital marketing campaigns. Let’s begin:
Updated on 20.02.2023
Table of Content
- What is a Marketing Campaign?
- Why Invest in Digital Marketing Campaigns?
- 3 Types of Digital Marketing Campaigns
- Examples of Successful Digital Marketing Campaigns
What is a Marketing Campaign?
A marketing campaign is a strategic course of action undertaken to promote the brand’s offerings and specific organizational goals to attain sustainable competitive advantage. The company goals may include raising brand awareness, improving online presence, increasing engagement, collecting customer feedback to understand perspective, or increasing conversion and sales.
The first step towards organizing a strategic course of action is to understand the needs, interests, and preferences of the ideal set of audiences. The typical aim to create marketing campaigns is to reach as many customers as possible to grow the business.
The entire process involves a combination of media such as advertising on radio, hoardings, television, newspapers, digital media, messaging apps, and email. However, there is a slight difference between a digital marketing campaign and a general marketing campaign.
How is a digital marketing campaign different from a general marketing campaign?
A digital marketing campaign is much more dynamic and sustainable than a general marketing campaign. It involves marketing efforts via electronic mediums and the Internet that are guided towards brand awareness and improved online presence.
When using digital marketing campaigns, a brand has a far better chance to reach its ideal set of audiences through various means. These mediums include email, social media, search engines, PPC, blogging, shopping sites, and many more.
Apart from this, the growing Internet usage has made it more relevant in today’s marketing context, where everyone relies on online recommendations and feedback. According to Stats, 4.76 billion is the online population of social media users as in January 2023.
This figure is indicative of the fact that the digital revolution is going to stay with us for a long time. It proves that if you are looking to build connections with your audience at the right time and place, then there’s nothing better than online platforms. Apart from this, several other benefits compel you to invest in digital marketing campaigns. Some of them are listed below, have a look.
Why Invest in Digital Marketing Campaigns?
Marketing is a broad term that keeps on evolving with every coming year due to advancements and different approaches. This continuous evolution and new elements that keep adding to the list make it challenging for marketers to pick marketing campaigns. They often wonder about the results and lose their direction, which makes them think about whether they should go for marketing campaigns or not. However, if they are still relying on traditional marketing tactics, here are some of the reasons that will let them reconsider their decision.
5 Reasons to Invest in Digital Marketing Campaigns
Here are some of the reasons why digital marketing campaigns are important, and why every brand should invest in them.
#1 Interesting way to tell your side of the story
Ad campaigns with immersing and sensory experiences are the kind of story that a brand needs. But, when it comes to traditional marketing, brands sound more promotional as they usually talk about their offerings and not about what the consumer wants.
In all these promotional tactics, they often lose the opportunity to tell their part of the story and form better connections. In today’s time, when 82% of customers are trusting their peer recommendations, brand stories, or customer-led stories play a significant role in increasing sales.
#2 Create a safe space for ordinary brands
Glamorous brands enjoy great attention everywhere, whether it is traditional marketing or digital marketing. But, it is slightly challenging for ordinary brands to make a place for themselves.
Here digital marketing campaigns are the best investment they can make to create a safer space for themselves. Digital marketing is a feasible medium for ordinary brands to establish communication with people and glamourize their brand. They can benefit hugely from using different digital marketing tactics. Apart from this, launching a campaign is the most involving means to encourage your audience to participate and be a part of your branding.
#3 Share your information over multiple digital channels
If you are looking for an avenue to share your brand information with a mass audience, digital marketing campaigns are your best bet. There are “N” number of things in digital marketing right from SEO to social sharing where you would see ample opportunity to build brand awareness. From marketing podcasts to social media and blogging to social media, you can leverage relations through strategic collaboration and provide value to your audience.
#4 Leverage customer interest to stand out from the competition
When you create content using your customer interests, you stand a better chance to gain the desired momentum. Supposedly, you deal in cruelty-free makeup products; you can target the audience who likes cruelty-free makeup. Now, you can begin creating content catering to their interest, for which you have to research the core values of vegan life and create content around it. It may include the vegan process used to manufacture vegan makeup, plant-based diet plans, animal-friendly memes, and vegan life.
#5 Experiential marketing in the digital age
Experiential marketing or engagement marketing is another strategy that opens doors for mass engagement for your business, turning a small event into the biggest for the audience to engage. People might confuse event marketing and experiential marketing, but it has more to do with the interaction between customers and brands that can bolster lasting connections.
Moreover, many people create mobile videos at branded events that they share on Twitter with branded hashtags. Small brands can also take this opportunity to create a symphony of experiences relevant to people who are attending the events. Also, you can live stream the smallest of events and make it easier for everyone to attend by sharing them on social media.
Using digital marketing campaigns, you can raise the bar to make your marketing strategy effective. We hope you are convinced to give digital marketing campaigns a try and lure people into your brand. Now, let’s move ahead with different marketing campaigns based on your goal in the below section.
3 Types of Digital Marketing Campaigns
When it comes to digital marketing campaigns, as we have said, it is a broad term that encompasses digital efforts, both organic and paid to drive brand awareness. Not only brand awareness, but it also helps businesses sail through the toughest times when they aren’t getting enough attention and grow with time.
However, businesses must determine their marketing focus and invest in different marketing campaigns. Broadly there are three types of marketing campaigns based on three goals as mentioned below:
- Customer Acquisition Campaigns
- Conversion Campaigns
- Retention and Trust Campaigns
Let’s get into the details and understand how you can approach these campaigns in your business.
#1 Customer Acquisition Campaigns
Do you feel that your business is in expanding mode? Do you see your business growing?
If yes, then you might be interested in attracting new prospects or launching a new line of products, or launching a new branch in a new location soon. If you are seriously planning this way, then it’s time for you to think over an acquisition marketing campaign.
A customer acquisition campaign would help you to reach people who haven’t yet heard about your brand and bring them to your business. The goal is to create a sustainable and systematic customer acquisition strategy while considering both push and pull marketing techniques.
The acquisition campaign would target people who may be interested in your services or those who match the criteria of your buyer’s persona, or who are already looking for your offerings on various online platforms. Let’s have a basic understanding of the marketing campaigns that can assist you to gather new prospects for your business:
SEO Campaigns
As 93% of online experience begins with the search engine, it is crucial to capture the search engine market. Here SEO would ensure that your site is visible to a large set of audiences. It helps improve customer experience, build authority, and drive more people to your website which ultimately helps you acquire new customers by way of organic search.
Not only it helps increase traffic but also builds your reputation when your website ranks on the first page. If you want to improve your online reputation, read on 4 ways to use SEO for successful online reputation management.
PPC Campaigns
Are you looking for instant results? If yes, then PPC is for you. You might have seen ads above the organic search results when you type in the keywords in the search bar. Not only you, but 90% of internet users see these Google ads. These Google ads are part of a PPC (pay-per-click) campaign that helps your brand gain faster brand awareness.
You need to analyze important and popular keywords related to your products that will ensure your ad is seen and you gain high clicks through rate (CTR). This way, you can attract your target audience, build, and measure brand awareness.
Social Media Campaigns
When it comes to digital marketing, social media campaigns are an essential part of the strategy. With over 50% of the world’s population on social media, many marketers are pitching in social media marketing campaigns.
If you are on social media, you might have seen anything is getting viral, and because of that, it has become the best place to get instant attention. Here you would see various social media platforms like Facebook, Twitter, and Instagram, where you can share information tailored for varying audiences.
Read on some social media marketing tips that you can use to reach your potential customers.
#2 Conversion Campaigns
Your brand could be well-established, and you might be getting massive traffic, if you struggle to get that translated into sales, then you seriously need to work on conversion campaigns. Well, it doesn’t matter if your conversion campaign is focused on brand awareness; however, the end goal is to increase sales.
Conversion-based campaigns are focused on generating more leads, sales, and encourage your audience to follow a predefined path to action, be it subscribing to newsletters or signing up.
The ideal rate of conversion is 30% which indicates a faster rate of conversion for which you need to deliver a memorable experience and engaging content to your audience. In short, you have to give them a solid reason to follow you and enquire about your brand.
Content Marketing Campaign
The sole purpose of the content is to create and share relevant information about your brand, expertise, and your offerings. The objective is to educate your target audience about your brand and generate leads. It would automatically improve the conversion rate, and thus 70% of marketers are already investing in content marketing. You need to search for popular and important keywords that match the user intent to include in your content. We would also recommend you work on your aesthetics and design to facilitate a better user experience.
Calls to Action Campaign
Call to action is another crucial part of the marketing campaign that focuses on getting the desired response or action from the target audience. Call-to-actions are used in the end to guide customers about what to do next after they have gone through all the information.
If you have a business website, and looking for more conversions, you must place a call-to-action on every page. CTAs just quantify the power of your brand where you can track conversions. You can easily get a peek into the number of people who responded or took action on your website.
Device Compatibility and Site Usability Campaigns
You might have observed that some websites open on desktops, but not on mobiles. Also, some websites take a lot of time in opening up though the ideal time is 3 seconds. This is an issue of device compatibility and website usability that makes navigation difficult for users. Apart from this, some websites are ambiguous in their approach for content placement that confuses the users, and they leave the website within seconds.
Here you need to work on device compatibility for which you need to optimize your website according to mobiles, tablets, and desktops. Site usability is also crucial to increase conversions; so, make sure that the content placement is appropriate and sends a clear and concise message.
3. Retention and Trust Marketing Campaigns
So you have worked on customer acquisition and improving conversion. If you have reached the stage where you have become an established name in the market, what contributes to your growing business? You can’t ignore increased customer lifetime value that eventually boosts your revenue.
Here customer retention is important and leads you to the final success in marketing. It builds your authority as your customers trust you for the value you give them.
When your customers turn into loyal customers, you have an easy time attracting more leads. Your loyal customers would spread the word about your offerings in their own circle and can turn into your brand ambassadors. Let’s have a look at some of the best customer retention tactics that will enable you to gain their trust and form a lasting relationship.
Here are some of the marketing campaigns for increasing customer retention:
Blogging Campaigns
Your website and your blogs are the first places where your customers resort to information. However, not all customers bother to read your blogs, but showing off your happier customer would surely catch their attention.
Well, if we talk from the perspective of customer retention, your blog is the best place to post your customer success stories. Here a targeted content marketing strategy directed toward customer retention can establish the authority of your brand in your field. This is the reason that companies who blog enjoy 97% more links to their website.
Retargeting Campaigns
If you have an official business website or shopping website, have you ever observed customers showing interest, but later on, leave the website without buying anything? Your customers need an extra nudge to come back and that’s what retargeting is for. Apart from this, it also targets customers who regularly visit your website and those who have made a purchase in the past.
Video Marketing Campaigns
Did you know that 54% of consumers want to see more videos from a brand they support? Videos are a powerful tool to bring back your old customers and those who support you as they look upon your videos before they decide to make a purchase.
It increases the chances of them making a purchase from your website.
Moreover, videos appeal to all sets of audiences, from a child to an adult which drives higher user engagement. So, marketing professionals should be careful not to miss this opportunity to drive better and more sales.
Social Media Campaigns
We have already discussed social media in the above section. We have included social media for customer retention as well, owing to its low marketing budget and instant results.
It all begins with providing informative and valuable content to your target audience, catering to their interest. Later on, you can build a community of followers on various social media platforms like Facebook, Instagram, Twitter, and LinkedIn.
Moreover, your customer service also means a lot on social media that helps you gain customer trust. You need to immediately respond to their queries and provide them with the desired solution. Also, you can ask them for their feedback and opinions and implement the same, which will give the impression that you care for your customers.
Digital PR Campaigns
Digital PR is another great way to regularly keep an eye on your existing customers and reach new prospects by educating or informing them about your offerings and any new launches. You have to continuously listen to your customers’ needs and prioritize their feedback to gain their trust and loyalty.
Moreover, you can show your existing customers through PR campaigns that your products/services are worth their investment.
Email Marketing Campaigns
You can’t do marketing without email campaigns. They’re a great way to stay in touch with your audience and build relationships. Email marketing enables you to deliver relevant content to your subscribers that resonates with them and gets them engaged.
You can also use email marketing to drive traffic to your website, promote special offers, and nurture leads through the sales funnel. Additionally, email marketing lets you see how your audience interacts with your content so you can make better decisions along the way. Build brand loyalty, increase conversions, and drive long-term success for your business with a strong email marketing campaign.
SMS Campaigns
Businesses are using SMS marketing campaigns to connect with their customers in a more personal and immediate way. You can send time-sensitive information to customers using SMS, like flash sales or limited-time deals.
Unlike other marketing channels, SMS messages have an open rate of up to 99%, so they’re a highly effective way to reach customers on their mobile devices. Also, SMS marketing is highly targeted and personalized, so businesses can tailor messages to specific demographics and customer segments.
By sending SMS marketing messages, businesses can foster a sense of urgency, engage customers and drive conversions. SMS marketing campaigns can even help businesses build stronger customer relationships and boost ROI.
Examples of Successful Digital Marketing Campaigns
Now that you know all about digital marketing campaigns, let’s see some real-world examples of brands implementing them.
Dove’s Reverse Selfie Campaign
To promote the brand’s message of “real beauty” and encourage women to embrace their natural beauty, Dove launched the “Reverse Selfie” campaign. Using a website, women could upload selfies, which would be analyzed to determine whether they were filtered or retouched. After the reverse selfie, the website would show the actual image of the person.
Dove used a variety of digital marketing channels to promote the “Reverse Selfie” campaign, including social media, email marketing, and content marketing.
The campaign was promoted heavily on social media platforms like Twitter, Instagram, and Facebook, where Dove used targeted advertising to reach women who were interested in beauty and self-care. Dove also created a series of blog posts and videos to highlight the campaign and to provide additional resources for women who were interested in learning more about the “real beauty” movement.
The “Reverse Selfie” campaign was a huge success, generating a lot of positive buzz on social media and reinforcing Dove’s brand reputation as a leader in promoting realistic and inclusive beauty standards.
Airbnb’s Live Anywhere
To promote their new program that lets you work and travel from anywhere in the world, Airbnb launched the “Live Anywhere” campaign. During the campaign, participants saw ads that highlighted the exciting and unique experiences they’d have living and working remotely in a new place.
“Live Anywhere” is designed for remote workers and digital nomads who want more flexibility with work and living. By letting people work and travel from anywhere, Airbnb hoped to appeal to people who value freedom, adventure, and independence.
To promote the program, Airbnb used a variety of digital marketing channels, including social media, email marketing, and influencer partnerships. The company also launched a dedicated website and blog, which provided information about the program and shared stories from participants who had already taken part.
Airbnb used targeted Facebook, Instagram, and Twitter ads to reach out to potential participants as part of the campaign. Additionally, the company partnered with some influencers and content creators in the travel and lifestyle industries, who shared their experiences living and working remotely with their audience.
Airbnb sent out targeted email campaigns to subscribers who had previously expressed interest in traveling or remote working, which was another important channel for the campaign. In the emails, participants shared their stories and tips about the program and its benefits.
Final Words
Marketing is the art of forming connections with your customers. And, in today’s digital age, the best marketing campaign strategy would be meeting your customers online.
In the current scenario of cut-throat competition, marketing and advertising have become challenging and take a lot in terms of cost and effort. Both of these may actually seem like a burden for companies when they don’t get the desired return.
Observing the need for marketers to pick the right marketing campaign, we have discussed different marketing campaigns based on different goals.
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