Come on, get to know campaign objectives, the determinants of digital advertising success
Every business has a specific marketing plan and goals behind it. It is important to have clear goals, so that each member of the marketing team can work together to achieve the same goal.
When you start a new marketing campaign, objectives help you find out whether your efforts are successful or not, as well as help you evaluate what you need to pay attention to when running marketing campaigns in the future.
What is a Campaign Objective?
Campaign objectives can be defined as the goals a brand wants to achieve through various marketing activities, in this case we are talking about the context of digital advertising.
Objectives in a campaign function as a guide to the success or failure of a campaign. Marketing campaigns that do not have clear objectives are difficult to achieve any goals and can even damage the brand's reputation in the long run.
So what is the difference between campaign objectives and marketing goals?
- This is a general goal or target that the marketing team wants to achieve within a certain time period.
- Marketing goals are usually more general and can include several things such as increasing to become the number one brand in Indonesia, developing market share by 40% in 5 years, or dominating the market in a certain region within a certain time period.
- These goals are usually higher level and often more abstract, such as "Increase brand awareness by 30% in the next 6 months."
- Meanwhile, campaign objectives are specific steps that will be taken to achieve marketing goals.
- Campaign objectives are usually more specific, measurable, and limited to certain marketing campaigns.
- These objectives could include things like, "gather 1000 new leads through Facebook advertising campaigns in one month."
7 Types of Campaign Objectives
In marketing, the term "brand awareness" refers to how familiar the target audience is with your brand. Consumer awareness of a brand can ideally include perceptions of the qualities that differentiate a particular product from its competitors.
Products and services that have a high level of brand awareness are likely to generate more sales because customers are more likely to purchase items with a familiar brand than one that is not.
The soft drink industry for example. Coca-Cola and Pepsi, these two industrial giants, have succeeded in becoming two well-known beverage brands in the world because of their high brand awareness. Advertising and marketing strategies that have been implemented over the years have increased brand awareness which then leads to more sales. People very easily recognize these two brands when compared with other similar products.
Engagement is a marketing approach to creating engagement with customers through ongoing relationships. The better our relationships with customers, the more we can get to know them and provide unique value, and improve our perception as a brand.
In practice, customers are encouraged to be actively involved in creating marketing programs, not just acting as marketing targets and receiving marketing messages.
For example, you can offer a customer loyalty scheme. Offer your loyal customers a variety of ways to earn points, badges, vouchers or rewards that suit your preferences. You can give these prizes to customers who take follow-up actions, for example making a purchase, providing a referral, completing a survey, leaving a review, or sharing on social media.
In digital marketing, “conversion” refers to a specific action taken by a user that matches the target of a marketing campaign. This action could be a product purchase, form completion, email signup, or any other action desired by the marketer.
Types of Conversion
- Sales Conversion: When a user makes a purchase.
- Lead Conversion: When users fill out a form to get more information or show interest in a product or service.
- Content Conversion: When users download content such as e-books or whitepapers.
- Engagement Conversion: When users take part in discussions, write comments, or interact with social media content.
In setting objectives, or campaign goals, marketers often set conversion as the final goal. This is because conversion shows that users are not only interested in the message conveyed, but also enthusiastically take further steps, such as making a purchase or filling out a form.
Increase traffic website in a digital advertising campaign is an effort to attract more people to something website by using various digital advertising platforms and techniques.
This is one of the main objectives of many digital advertising campaigns, because high traffic to a website can lead to conversions, such as sales, registrations, or other actions desired by the advertiser.
Objective example: Testing 3 new traffic generation methods every month to increase month-over-month traffic by 3%.
This objective aims to make customers become marketing agents voluntarily. Loyal customers can function as the most effective marketing agents. Customers who are satisfied with the products or services they receive tend to share their positive experiences with others, either through direct conversations, social media, or online review platforms. This strategy is commonly referred to as “word of mouth marketing.”
Word of mouth marketing is one of the most reliable forms of marketing, because it is based on real experiences and testimonials from real customers. When someone hears a recommendation from friends, family, or colleagues, they are more likely to trust and choose the recommended product or service compared to information they receive through conventional advertising.
This strategy is not only effective, but can also reduce marketing costs and help you build your brand reputation.
Things to Pay Attention to When Creating a Campaign Objective
- Campaign Objectives Must Be Specific and Detailed
The campaign objectives must be outlined and communicated clearly so that all members understand them well, and understand what will be done next.
- Campaign Objectives Must Be Possible to Achieve
The campaign objective should be something that is doable and possible to achieve. The campaign objective should also include an outline of what the campaign wants to do or achieve.
- Campaign Goals Must Be Measurable
Campaign objectives must be measurable, so that the team can measure any progress that has been made. You should set benchmarks that will help you identify how well the team is performing in achieving its goals.
- Campaign Objective Must Have a Timeline
You also have to determine when the campaign starts and when it will end. If you don't set a campaign date, then you will have difficulty determining the success of the campaign you are running.