What Makes a Marketing Campaign Effective?

Previously, we talked about the three basic pillars you should follow to create a digital marketing campaign. While they help craft the structure of your campaigns, how do you ensure maximum effectiveness?

Here’s the thing with digital marketing — spend more, and you increase your reach. But reach doesn’t necessarily scale with effectiveness. So how do you make sure you are getting the most bang for your buck?

#1 Understand how to calculate return on investment (ROI)
How do you measure the effectiveness of digital marketing campaigns? This would vary according to the platform used, but a key metric to pay attention to is conversion rates.

For instance, when running an email campaign through MailChimp, what’s your open rate and what percentage follow through to your product page? That’s how effective your campaigns are in bringing in sales and money.

#2 Compare and contrast campaigns
Depending on your business, certain platforms would work better for you than others. Compare campaigns against each other to determine which platforms are most optimal for your business.

Google Analytics has a ‘campaign’ and ‘source/medium’ function so you can see which channel is driving the most traffic to your website.

#3 Tweak, test, track, and repeat
How much of a difference could changing a few words in your Facebook ad copy make? What about the colour of your ‘Order Now’ button? In the world of digital marketing, even such seemingly minor factors can have a significant effect on conversion rates and your bottom line.

You must find out for yourself. Split-testing is your friend — tweak your ad for 50% of your audience and track how it performs compared to the control group. Rinse and repeat to further optimise your campaign’s effectiveness.

Start Right. Start Digital

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