The success or failure of communication and digital marketing campaigns relies not only in how creative or original the core message is but also in the correct planning of the campaigns. A clear definition of the campaign goals will facilitate the selection of the right indicators to measure the final results.
Defining the objectives
When setting the campaign goals it’s essential that they are measurable and the least abstract as possible. That way, the chosen indicators will help us measure the results we are looking for.
There’re different ways to classify the KPIs depending on the specific campaign goals. For example, let’s suppose that our main objective is volume growth. If we are managing a website, we’ll probably find useful to measure the number of visits or the total traffic to our website. On the other hand if we manage a social media community it will probably become handy to measure what the total number of interactions was for a specific period when a certain campaign was active.
Therefore, in a first instance you should define the main objectives of the communication campaign. At this stage, specific actors with different roles inside the business structure will debate and define which should be the campaign goals, without giving room for egos or individual interests. Once a clear objective is outlined the next steps in structuring the communication strategy will be defined.
The objectives must be understandable, manageable, achievable and beneficial for the business. If they don’t meet those requirements, achieving the goals will become a much more complex task and a lot harder. The main thing to ask ourselves is: “What is the real purpose of what we’re doing?” If the answer is simple then the campaign planning will be a lot easier.
Some examples of marketing campaign objectives:
- Online reputation
- Increasing relevant traffic
- Increasing online visibility
- Number of sales
- Become an authority
Once the goals are defined, it’s time to choose the right indicators.
Indicators are metrics used to understand where the brand/business stands when facing the campaign objectives. They’re very important because they allow us to analyze the campaign elements that are working well and which aren’t. From this analysis we can make real-time changes to improve performance and achieve, through these changes, a positive impact in the overall campaign.
Depending on the different types of campaigns the appropriate KPIs should be defined, for example:
- Display or pay per click: number of visits/conversions/sales obtained through clicks generated from the ad.
- Social Media: depending on the type of campaign we could measure the rate of interaction, the number of fans and sales.
- SEO: Google ranking, how much traffic we get from search sites, number of sales from organic search, analysis of search terms that led to relevant traffic and sales/conversions on the website.
The digital world has become a really competitive environment and it’s crucial to have an intelligent communication strategy to have a strong presence. The constant changes of the digital ecosystem demand dynamic strategies. Creativity and originality are just not enough… intelligent and planned campaigns are key to achieve success.