As the world becomes more digital there is more pressure on marketing teams to drive performance and generate sales. And with more responsibility comes higher expectations of the campaigns themselves. To deliver campaigns that stand out from the crowd, it’s what goes on behind the scenes that can give you the edge. How the campaigns are managed.
However, there are a lot of myths about how the perfect campaign is run. We’ve worked with in-house brands and agencies for years, helping them improve how they plan, measure and report. We’ve outlined the 5 main myths we hear time and time again and explain what you can do instead.
Marketing Campaign Management Myth #1: The report is made at the end
Reporting is often seen as the last thing you do after a campaign. This makes more sense with traditional advertising such as OOH or TV as once it’s live it’s harder to make adjustments. However, with most digital marketing campaigns changes can be made mid campaign–for example tweaks to targeting or adjustments to creatives that aren’t performing as desired. This goes for seasonal or product-specific campaigns. Most companies also run always-on campaigns that don’t have a beginning and end date. With these kinds of campaigns you should be launching, testing and optimizing throughout. Thus, mid-campaign reporting is key to ensuring you’re getting the most out of your digital marketing campaigns.
From a process and people perspective, it also doesn’t make sense for reporting to come last. As marketers and advertisers, we face constant questions about how we’re generating results. By presenting results internally – or if you work for an agency, showing clients their results early – you’ll show that you have campaigns under control and justify your investments.
You might think that creating reports takes up too much time to do it mid-campaign. Well, it doesn’t have to be that hard or time consuming. By using marketing software like Mediatool you can generate reports in seconds. Meaning you can spot opportunities to improve campaigns, future plans and keep those you’re reporting to happy.
Marketing Campaign Management Myth #2: A marketing strategy is a one-and-done task
Marketing strategies need time to see if they work. It would be a waste of time to keep strategy and tact every couple of weeks. However, it’s also not a one time deal. Audiences like companies they can rely on and that means being consistent. So we’re not saying you should change your messaging and everything about your marketing all the time. But if things aren’t working you should learn from that and change things up.
In order to get the most out of your digital marketing campaigns, you should split test elements, regularly review your marketing data and learn from it to gain actionable insights. You should then use these insights to inform the next stage of your strategy. There’s no set time frame for how often you should change things up and it is different for different companies, industries and team setups.
Marketing Campaign Management Myth #3: The more marketing analytics tools the better
Tracking performance data from numerous channels and platforms at once can get complicated. In trying to automate the process and reduce the workload on teams, many companies have an oversaturated martech stack that does more harm than good. Just because you can access so much data now doesn’t mean you need to swap between so many platforms to do it.
Focus on quality over quantity. Choose marketing platforms that integrate with your other channels to keep everything in one place. By merging all of your top level data into one platform it’s easier to get a comprehensive view of campaign performance.
Top tip: make sure the tool you use gives you real-time access to your marketing data. With Mediatool, you can integrate your most loved marketing channels into one dashboard and see your results in real-time to easily identify optimization opportunities.
Marketing Campaign Management Myth #4: Conversions are all that matter
While conversions and sales are important, you would be doing yourself a disservice to focus on that one metric. Measuring the effectiveness of your marketing campaigns isn’t always easy, especially if your conversion rate is lower than expected.
There are two things you need to think about here:
1. From a marketing KPI perspective, what other metrics are important?
For example, let’s say you work for a cosmetics brand and your campaign is marketing a new lipstick. Despite having already built a loyal customer base, conversions of this new lipstick are low. Instead, take a step back and look at other metrics that might lead to conversions in due course. What is the CTR of your ads? What is the engagement rate of influencer partnerships?
While conversions may be low, interest may be higher than anticipated. Customers just want more evidence before deciding whether to buy. The lipstick is new and therefore awareness needs to be built before people trust to purchase.
2. What’s going on in the world? What are the latest consumer trends?
You need to consider outside factors such as consumer trends and what’s happening in the world that could grab your audience’s attention.
Sticking with the lipstick campaign, maybe you’ve launched a red lipstick for Christmas but the trend this year is purple lipstick because Kim Kardashian was seen last week wearing purple lipstick. Or maybe payday is on a different date one month and so your conversions aren’t showing those that have it in their wishlist or saved in their phone screenshots.
This is why it’s important to go back to step 1 and figure out what other metrics you can consider instead. And this might change from campaign to campaign as they form different parts of your overall marketing strategy and goals.
To find out what metrics to focus on, you’ll need as much data at your fingertips as possible. This is where a platform like Mediatool is handy to help you understand customer behavior and spot other metrics which might be telling you something important.
Marketing Campaign Management Myth #5: If a campaign has performed poorly it was a waste of time
There are going to be times where your campaign just isn’t performing as you’d like. You’ve reviewed the data, iterated and improved, and still it’s just not hitting the mark. To think it was a waste of time would be your biggest mistake.
The campaigns that don’t go to plan are the ones that help you learn the most. The reason we collect data, measure results and create reports, is ultimately to learn how to improve from it. Learning from what went wrong can help you make better decisions in the future. Go back to your strategy and rethink some areas where you could refine it.
The success of your future campaigns and ROI depends on how you learn from poor performance. How can that be a waste of time?! 😉
Build a plan for the marketing campaign plan
One of the main myths for campaign management is that you don’t need a workflow plan. When managing multiple campaigns there can be so many moving parts that a plan is essential. By automating some of your manual tasks in a tool like Mediatool, improving your results can be so much easier. From briefing to reports, optimize your processes in 2022 so you can spend more time focused on reaching your marketing goals.
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