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Digital Marketing has a bad reputation of being complicated and intimidating. But at the end of the day, marketers have one defined goal: raise awareness about a brand and drive consumers to a point of conversation with or about that brand. The ambiguity and problematic areas only arise when a marketing campaign has no strategic path that establishes step-by-step goal setting and measuring results.

Below is a basic strategic path you can follow when setting up for your next digital ad campaign. Each stage is essential in contributing to the overall success of your campaign.

1. Define your campaign goals

What do you want to do? Maybe you want to increase targeted traffic to your website, or increase sales? Once you pin point what it is that you want to achieve, you will have a clear target to aim for and meet your goals more efficiently.

2. Identify Key Performances Indicators (KPIs)

KPIs are anything from foot traffic, to the number of people who willingly subscribe to your page. They are important because they can be measured and indicate whether your campaign goal is being met or not.delete3

3. Identify your target market

You have to know whom you want to talk to before you can start having a conversation with them. You’re in the wrong place if you’re having a conversation about-let’s say mortgages-with teenagers. So make up a profile that fits your ideal customer and decide how you want them to engage with your brand.delete2

4. State and perfect your key message

The message is a crucial part of the marketing campaign. It’s the information about your brand or product that you’re trying to relay to your consumer. The message can also require a direct response from your consumer, which means they would need to do something specific to take advantage of the offer at that time.delete6

5. Determine which media channels best suit your campaign goals

In most cases, more than one channel is used to create the most impact. Which combination you use depends on the goals you’ve set for the campaign. Will you use social media marketing paired with search engine optimization? Or will you use banner ads on a mobile app and execute an email marketing campaign? Different media channels offer different strengths.


6. Measure your campaign results

Now we want to know if it’s actually worked/working. No matter how harsh the results may be, the feedback is crucial in helping you understand what you’re doing correctly and what you’re doing wrong. With that information, you can re-budget, re-plan and re-execute, and be one step closer to achieving your campaign goals.delete5

7. Improve campaign limitations

The amazing thing about digital marketing is that it gives marketers an opportunity to go and tweak the parts of the campaign that are not working in REAL TIME. You can change your messaging or switch up one ad for another, and the results can be measure almost immediately. Once the campaign is over, don’t fret if your results are not what you expected. At this point any news is good news. If you learned that your campaign did not reach your audience or result in the behavioural change you expected, take that information and use it to better your next initiative.

“Just owning a hammer does not make somebody a master carpenter. With any tool that’s used on a regular basis, the skills get stronger and that eventually turns into results.” – Taking Down Goliath by Kevin M. Ryan and Rob Graham


Maintenance is everything when it comes to digital marketing. But no matter how carefully you plan and how many resources you use, you’re never going to reach your campaign goals 100% on the first try. Consider the above path as a tool that will eventually get you there.

Read: How To Define Your Target Audience