The components of a marketing campaign include a planning stage, evaluating how the results of the campaign will be measured, determining a target market, how the campaign will be delivered, how to achieve results, and finally, assessing how well the campaign did.
1. Planning
During the planning stage, it is important to find the goal of the marketing campaign and understand what it is trying to accomplish. Once these are determined for a campaign, it is easier to build a vision and understand the next necessary steps.
2. Measurement
Creating a measurement criterion to be able to effectively analyze how the marketing campaign has performed is incredibly important. Some measurement tools can be the number of sales, pre-orders, consumer sentiment for the product, shares on social media, or how the campaign is perceived in the news.
3. Identification of the target market
Determining a target market is paramount to ensure that the right product is marketing to the right client; this is one of the cornerstones of marketing. An important aspect of picking the target market is understanding what stage the consumer is in the buying process.
If the product is a new innovative technology, the target market should be centered around innovators or early adopters – those who are willing and seeking to try new technologies and products. Whereas if the product is entering a developed market space, perhaps targeting an early majority or late majority audience would fare better.
4. Delivery of the marketing campaign
The delivery of the target campaign should form around the type of consumer that is being targeted. If the target market consists of innovators or early adopters, perhaps the delivery of a marketing campaign would be better suited to a medium that revolves around social media. Whereas if the target market is not as in tune with technology, a low-tech delivery of the marketing campaign may be better suited.
5. Results
To be able to achieve results, it is important to frequently refer to the goals that were set out from the beginning of the campaign. There may not be a set formula to achieve results, as every marketing campaign varies significantly. However, calibrating and perhaps re-calibrating marketing efforts to align with goals is vital in order to achieve desired results.
6. Assessment of the marketing campaign
After the marketing campaign has achieved a result, it is important to assess the results of the campaign and evaluate its effectiveness. An assessment can also be achieved from external sources through feedback from consumers.
A common assessment method to release a feedback forum to consumers when the product is purchased and used. Analyzing the feedback from consumers can be incredibly helpful to understanding if the marketing campaign was successful or if the efforts should be re-evaluated.