What Is The Purpose Of A Campaign – In today’s Internet-driven world, social issues are more simply discussed by people on a variety of digital platforms such as social media and web forums. At the same time, with online searches at their fingertips, people have become more informed and conscientious about the products they buy, the services they use and the businesses they support.
As such, more and more companies see it as an opportunity to not only create more meaningful connections with like-minded people, but also to influence and drive their target audience to participate in worthy causes.
What Is The Purpose Of A Campaign
Known as Marketing 3.0, goal-driven marketing or campaigning is a concept that has been gaining traction for years now and is considered one of the fastest moving in business today. In a 2016 survey of more than 1,000 top global CEOs, 80% believe that demonstrating social purpose is a differentiator in their industry, while 79% of CEOs attribute the drive for sustainable change to brand trust and reputation.
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Read on as we discuss in this infographic what goal-driven campaigns are all about, what they have to do with millennial customers, and how they can be integrated into digital marketing to deliver results for your business.
All humans are theorized to have a sense of purpose. Most of us seek to further our sense of purpose in even the smallest of ways – such as buying an environmentally friendly product at a grocery store or participating in awareness events.
Targeted marketing basically aims to help the target audience of business achieve their sense of purpose – all by launching campaigns that seek to address the most important issues in society.
These statistics imply that the brands that will make the biggest impact in the coming years are those that can drive social change – and therefore stand out in the minds of potential consumers.
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Many studies have shown that all generations, especially Millennials, are very optimistic about their ability to bring about changes in society, whether they are part of any institution or not. As such, it is very important to them that the brands they do business with do align with their own values and concerns.
To put this generation’s commitment to making a social impact into perspective, 91% of Millennials would switch brands to one associated with a cause, and 6 in 10 said a sense of purpose is part of the reason they chose to work for their current employer. .
From a business standpoint, it is now essential for digital marketers to personalize their campaigns for this specific demographic. According to Pew Research, Millennials are expected to overtake Baby Boomers as the largest living adult generation in the US. Not only in America, but Millennials make up a large number of individuals who are connected to each other through various digital platforms, especially social media. Because of the scale of this generation, businesses focusing on it becomes a necessity rather than an optional decision.
Another reason businesses should be concerned about purpose-driven marketing and the Millennial customer is the affluence shift. Over the next 30 years, an estimated $30 trillion in wealth will change hands from the baby boomers to Generation Xers and millennials. For brands, this means that ignoring their call to social action can mean a significant loss in potential revenue and market share.
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Many companies these days are integrating purpose-driven marketing into their digital marketing initiatives to increase their exposure, build trust and stay relevant with their target audience. One of the most popular strategies that businesses use to make social change using digital marketing is through social media.
In fact, some of the biggest social impact campaigns that have gone viral on various social channels are from brands. One example is P&G’s 2017 “We See Equal” – a campaign designed to fight gender bias and work towards equality. The multi-channel marketing campaign ran on social media and TV shortly after the US general election and was one of the first campaigns by brands that decided to take a stand on issues related to gender and sexual equality in the US.
Even small businesses have also started their own purpose-driven campaigns and used their digital real estate to make these campaigns happen. For example, responsible durable goods brand United By Blue sidestepped the Black Friday chaos by encouraging customers to participate in a nationwide DIY clearance effort titled Blue Friday. To attract as many people to join their cause, the brand created and shared a digital cleaning guide and used the hashtag #bluemovement to build a presence on social media.
Another way companies integrate targeted campaigns into their digital marketing strategy is through online advertising. By running highly targeted intent-driven advertising, businesses can increase their engagement with the younger audience. In fact, recent research from Channel 4 found that 60% of consumers aged 16-34 notice ads more when they deal with important issues. This compares to 55% of 35- to 44-year-olds and just 37% of those aged 45 and over.
Key Takeaways From The Campaign Purpose Summit 2022
By harnessing the power of target-driven marketing in your digital marketing campaigns, you’ll be able to connect with the younger audience that could potentially drive the success of your business for the next 50 years. If your organization makes a positive impact on society by using all the digital platforms at your disposal, you can make your brand stand out and rise above the competition in the long run.
Jomer B. Gregorio is a well-rounded expert when it comes to digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you achieve positive and profitable results for your business. Campaigns are being conducted everywhere! Marketing, advertising, brand campaigns and more. They drive awareness, conversions, revenue, profits and overall growth. This post covers campaign analytics, how to run a successful campaign, types of campaigns, roles and expectations of analytics during these campaigns.
Digital startups pump millions and billions of dollars into the campaigns to create brand awareness, which is a long-term strategy, or to acquire users, which can be a short-term goal. The marketing head of every startup would like to get the best return from these campaigns. And this is where analytics plays a crucial role.
Campaign analytics influence a marketer’s decision about where to invest marketing funds and what strategy they need to adapt for the future. So, instead of putting all your eggs in the wrong basket, you’ll know which basket to put your eggs in and why. Campaign analytics not only help you make an informed decision, but also help you predict the expected returns of your campaign. It’s like you already know how much impact your campaign will have on your business even before you run it.
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A lot goes into creating a campaign, such as the purpose of the campaign, objectives, target audience, content, channels, etc. Everyone does it. But to make this a successful campaign, we need to define what success is. Here are the steps to run a successful campaign.
We need to define the exact business metric that we want to see a shift from this campaign. These could be revenue-influencing metrics such as subscriptions to one of your premium packages, funnel metrics such as registration or installs, or brand metrics such as awareness or sentiment. Just align it with the business KPI for this year, and you’re already on the road to success.
2. Campaign Instrumentation “Without data, you’re just blind and deaf and in the middle of a highway.” – Geoffrey Moore
Once you know the metric for the campaign, you should be able to measure the data from the campaign. So think about your campaign instrumentation before you start.
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Behind every successful campaign is a thriving team that uses data and analytics to make informed decisions. So involve your analysts from the campaign planning stage itself.
The campaign is synonymous with marketing campaigns, and people use them interchangeably. But its purpose is what sets it apart. The marketing campaigns focus on the consideration section of the marketing funnel.
It uses digital marketing, social media marketing and relationship marketing to improve the consideration and sentiment of the users towards your product. So, the next time you’re setting up your marketing campaign, remember that the metric you’re trying to move is ‘consideration’. Consideration is the ratio of customers who are considering buying your product to the number of customers who are aware of your brand.
This is further downstream from the marketing campaigns. So, instead of focusing on the entire brand, advertising campaigns focus on converting the users to buy/use one of the products. An example could be to promote the sales of a new product introduced by a company.
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Advertising campaigns directly affect the company’s revenue, but the informed decision of which product to advertise, upsell and cross-selling strategies all come from the analysis of the marketing campaigns. In addition, the advertising campaigns also improve customer retention through the campaigns focused on engagement, offers and discounts. So use your analytics team to measure the impact of your ad campaigns on the
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