Marketing Campaigns

The Ultimate Guide to Marketing Campaigns

Written by Allie Decker

Learn how to plan, create, execute, and analyze a successful marketing campaign.

From P&G’s "Thank You, Mom" to American Express’s "Small Business Saturday" to Dos Equis’s "Most Interesting Man in the World," marketing campaigns have a way of sticking with us long after an impression or purchase. Why is that? Well, campaigns make companies memorable. They promote a focused effort that guides consumers towards the desired action. They also give brands an identity, personality, and emotion.

Marketing Campaigns can do the same for your business. That’s why we’ve compiled this guide — to provide a clear, concise approach to your next marketing campaign.

Keep reading to get started or use the links below to jump ahead.

What's a marketing campaign?

Marketing campaigns are organized, strategized efforts to promote a specific company goal, such as raising awareness of a new product or capturing customer feedback. They typically aim to reach consumers in a variety of ways and involve a combination of media, including but not limited to email, print advertising, television or radio advertising, pay-per-click, and social media.Marketing Campaign Component.

Types of Marketing Campaigns

1. Product Marketing Campaign
2. Brand Development Campaign
3. Email Marketing Campaign
4. Content Marketing Campaign
5. User-Generated Content Campaign
6. Public Relations / Awareness Campaign
7. Direct Mail Campaign
8. Affiliate Marketing Campaign
9. Social Media Campaign
10. Acquisition Marketing Campaign
11. Paid Marketing / Advertising Campaign

Marketing Campaign Components

• Goals and key progress indicators (KPIs): This component defines the end goal of your campaign, quantifies it in specific and measurable goals, and states which metrics will be used to track progress. For example, your content creation campaign might be measured by organic traffic, with each post aiming to drive 1,000 views per month and 10 new contacts, with metrics being measured in Google Analytics and Looker.
• Channels: Where will your content and messaging be distributed? For example, if you’re running a social media marketing campaign, you might specifically prioritize growing the channels most relevant to your audience and omit those where you’re least likely to grow a loyal following.

• Content Format(s): Determine what kind of content you will be creating to fuel the campaign. It’s common for marketers to include multiple content formats in a singular campaign. For example, a branding campaign could include video ads, press releases, and guest blogs.
• Team: Who are the individuals you’re relying on to get the job done? Before kickstarting your campaign, make sure you designate people to work on every aspect of the campaign, from copywriting and design to media buying and reporting.
• Creative Assets: A great marketing campaign should have great creative assets to match. Whether it’s a sleek website design, a video commercial, or an interactive infographic, make sure your design is professional and fitting for the purpose of the campaign.