Effective Management of Digital Marketing Campaigns

Recently I have had the chance to spend some time with clients discussing various issues, not the least of which was marketing. These are not web based companies they are traditional booking and rental companies that rent or hire equipment, book out talent or artists etc.

Raising the marketing topic just opened this wonderful pandora's box of topics with each client.

Given that things are tight for most companies, the focus was really on how the basics. How can we generate more leads etc with less dollars.

I saw some great examples at different clients of marketing campaigns they were running. Whilst the campaigns were diverse the one thing in common was the use of digital marketing methods over more traditional means.

The lower cost of digital campaigns seemed to be the main reason, but also there was a strongly held perception that they were more effective. Few actually measured the performance. The argument was a lead could be generated by a you tube promo, which led to their web site which generated a telephone or email inquiry.

Fair point - it highlights the need to measure the success of a campaign, rather than the success of individual components of the mix.

The second area we explored was how digital campaigns were created and the issues. Now this was interesting.

Many used a variety of tools, eg Twitter, You Tube, 3rd party promotion web sites, even facebook as well as a variety of other sites. These were in addition to the normal tools of email campaigns, sms etc.

It was interesting to see how different companies used these tools and sites for their promotions. It was even more interesting in how they tried to maintain consistency of message across these multiple advertising avenues. Not easy was the one reply.

And it is not, for example in one company, an error had forced a change in the wording of the text. But they forgot to update one of the third party sites they had included in the mix. A simple oversight but one that had revenue ramifications.

It is an easy oversight when you have so many different means by which to promote these days. Especially when the management of such campaigns is conducted separately from the normal marketing and business system.

So yes whilst many companies were using digital marketing campaigns, the issues exist measurement and the consistent management of the various digital marketing means. I think we have a good solution for them now that solves the problem.

Digital marketing is I think one of the most dynamic and enjoyable areas of marketing.