A Checklist To Formulate A Great Campaign Management Strategy

By Author: Jayanthi
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“You have to spend money to make money”.

Whether it’s money or time, marketing campaigns usually involve a lot of investment if you expect to see serious results. However, the results you gain can offset the costs when your campaigns generate a good return on investment (ROI).

But some campaigns click and some don’t, resulting in losses.

According to an Adobe survey of 1,000 US marketers, 68% of marketing professionals today feel more pressured to show a return on their investment in marketing spend.

At the end of the day, all marketers are looking for ways to get more from their campaigns.

So, what’s the secret sauce for generating greater ROI from your marketing campaigns?

It’s fairly simple – a lucrative campaign management strategy is what makes or breaks campaign performance. The success of a marketing campaign depends on how well you create, implement and assess it. With the right strategy in place, you can make a calculated move to run campaigns without leaving it all to chance and generate sustained success.

Successful campaigns are not formulated by accident. ...
... If you are churning out nothing but ad hoc projects or skipping strategy sessions under business pressure, then all your work is unlikely to impact the bottom line.

The First Step on the Way to Success is Strategy

A marketing campaign is a concentrated effort meant to achieve specific business objectives. Running a series of marketing campaigns requires concentrated efforts to plan, execute, track, analyze and optimize them.

A manual way of managing a multitude of marketing campaigns can be cumbersome. Even the simplest of all marketing campaigns can feel daunting.

According to eMarketer, senior marketers say their biggest challenges are lack of time and resources. From setting goals and identifying the audience, to choosing marketing channels, to creating content and tracking ROI, many marketing managers struggle to stay ahead of the constant grind and create compelling, successful campaigns.

This is where a campaign management system or marketing automation comes into play to help you run multiple campaigns simultaneously with minimal effort.

However, automated campaign management can only fetch you success with a master plan for the implementation and execution of campaign workflows. Even the most creative campaigns won’t succeed if it’s not evaluated thoroughly.

A marketing campaign management strategy is your roadmap to success that will help you oversee and measure your campaigns from start to finish. Campaign management executed the right way with a clear and consistent strategy can bring success and generate value in the following ways:

• Communicate one, clear message across several channels.
• Build brand awareness and memorability. This kind of consistency can see revenue increases of over 23%.
• Grow your business better than one-off projects. Whether you want to attract leads or keep existing customers happy – multi-stage campaign management is the way to go.

Are you a banking marketer looking to acquire affluent audiences for various banking products? Here’s a free strategy deck that will help you set the stage to run targeted acquisition campaigns.

A Checklist for Formulating a Campaign Management Strategy to Drive Marketing ROI

Now that we know the importance of building a campaign management strategy, here’s a checklist to drive campaign velocity and generate greater marketing ROI:

1. The data inputs that your campaign management tool consumes are up-to-date and integrated using a data lake, data warehouse, or customer data platform.

2. You have clarity about the audience segments you want to target.

3. You are clear on what marketing action or objective you want to drive with your campaign – generate leads, retention, build awareness, etc.

4. Your campaigns are orchestrated according to the customer lifecycle journey – the path from awareness, acquisition to conversion and post-purchase stages - and run multi-stage campaigns without conflict.

5. You have identified the appropriate channels of communication to launch campaigns.

6. You have set the right triggers and workflows in your campaign management system to send personalized email campaigns or roll out campaigns in other channels.

7. You have a data asset factory to help you build and reuse creatives or segments for your campaigns.

8. You have a nomenclature for easy identification of campaigns.

9. You have defined SLAs for campaign launch and adhere to it.

10. You have identified metrics to measure campaign performance.

11. You have given access to relevant teams and stakeholders involved in the campaign management process and set up a governance model.

12. You have a contact strategy to prevent over-communication of offers to the same customers and have defined the frequency of campaign exposure.

Getting down to the nitty-gritty of your campaign management strategy determines the success rate of your campaigns in terms of response, conversions and ROI. Without a solid strategy, efforts tend to go wasted and campaigns quickly become an unorganized mess despite investing in the best campaign management services and platforms. Therefore, if you want to save yourself from a potential marketing automation failure, start with a concrete strategy as the foundation of your efforts.

What are some other requirements to formulate a campaign management strategy and generate marketing success? Drop your comments below or write to Xerago at marketingfolks@xerago.com to share your views.

I'm Ken Adams and I love to write Marketing Technology related articles!