The execution of your marketing campaigns determines how your brand is recognized and regarded. Also, the purpose of marketing campaigns is to make your brand appealing to consumers. However, a good campaign takes effective planning, advertising, and strategic brand promotion.

Why Is Marketing Campaign Important?

In 1993, The California Milk Processor Board (CMPB) created an all-time favorite campaign called “Got Milk?”. In the 1990s, due to the introduction of soda into the market, people gradually stopped drinking milk. Of course, the milk ads at the time were not helping, as consumers didn’t need ads to tell them milk was good for the bones. 

The milk industry revenue was dwindling, and this propelled the birth of the Got Milk campaign. One of the most popular campaign ads was the “Who Shot Alexander Hamilton?” which showed a man consuming peanut butter and jelly sandwich. This man was also listening to a history trivia contest on the radio. The on-air trivia host asks a $10,000 question, “Who Shot Alexander Hamilton in the duel?” 

The history fanatic hurriedly answered the question that he knew so much about, but he had a mouthful of sandwich, making his words sound inaudible. If only he had milk to wash it down, he could have answered the question and got the $10,000 rewards.

This campaign showed that CMPB could provide solutions to customers’ frustrations. In 1994, the California milk market sold 755 million gallons, a remarkable increase compared to the 740 million gallons sold in 1993.

5 Important Steps To Creating A Successful Marketing Campaign

Marketing campaigns show consumers and potential customers that your brand is reliable and remarkable. It gives an identity to your brand and persuades consumers to buy from you.

Some of the guidelines for a good marketing campaign are:

1. Know Your Target Audience

Every business has a preferred audience. Whether you are marketing a product or service, some people will likely buy it more, and those are your target audience. To have a successful campaign, you need to define your audience and base your campaign on them. You can try to solve their problems or explain the benefits of a product to their daily lives.

For example, you can sell technical products to IT specialists but not to a skincare beautician. Marketing your brand to audiences who will most likely purchase from you is crucial for a successful campaign. You can achieve this by understanding your audience’s general challenges and demonstrating how your product can solve those problems.

2. What Do You Offer?

A great campaign can make an unexciting offer look special. However, your brand must represent substantiality. You can also sell your brand with enticing offers. Offers give potential customers a reason to buy from you.

One of the best ways to attract customers to your brand is to propose a free offer. You can do this by hosting an event and giving prizes. You can also offer gifts, such as a free book or gadgets, when they purchase. Also, you can offer complimentary upgrades for existing clients. Many consumers like to take advantage of freebies, and they might patronize your brand to get those free offers.

3. Choosing Your Marketing Channels 

Choosing platforms to get through to your audiences is as important as knowing them. You can decide whether you’ll advertise through emails or social media to get to your audiences.

The purpose of your preferred platforms is also important to a successful brand marketing campaign. For example, you cannot pitch Medicare insurance to Upwork users. The audiences are wrong, and the platform’s purpose does not match your brand, which may make the campaign unsuccessful.

4. Track Your Budget

The Got Milk ad campaign cost a total of $23 million. Milk processors financed CMBP with three cents on every gallon of milk processed. The milk industry gained $255 million from that campaign. It is crucial to have a detailed budget for your campaign.

Track your expenditure to know when to adjust your budget. Knowing what you put into your campaign helps track the profit you make from marketing your brand, ensuring the success of your campaign as campaigns might be popular but not profitable.

5. Have a Goal

You can only measure your success when you have a predetermined goal. Goals will help you evaluate the outcome of your marketing campaign.

Since campaigns can be for different reasons, knowing your business goals helps you know if your brand awareness campaign brought more potential customers to your business or if your YouTube channel has more viewers. Goals are the foundations of successful marketing campaigns, so you should set yourself some.

Final Thoughts

Although they are not easily orchestrated, marketing campaigns are essential for a brand’s growth. A successful campaign can increase your consumer base and customer referral rate. It also improves your brand’s financial plan and statements.

Creating a popular and profitable marketing campaign requires strategic planning. You can implement the guides provided above to create a successful campaign and drive the growth of your business.

The post Essential Guide For a Good Marketing Campaign appeared first on Leading Digital.

Following the popularity of TikTok, other social networks and services have developed their own platforms for short videos. Instagram introduced Reels this summer, and YouTube started its video service called Youtube Shorts. Short videos will be an important ad format for the next few years and we’re here to show you why.

Brands will continue to produce short content and contribute to the growing popularity of social media by creating small videos. These days, it is not uncommon for consumers to turn to video content when they want to learn more about a product before buying or investing in it. In fact, the results of Elite’s research show that 66% of respondents would prefer watching a short video to reading text. For large reach and traffic, marketers will go to platforms where audiences watch short videos.

Social responsibility and brand transparency

Consumers see trust as a key factor in their purchasing decision. In the midst of the pandemic, this idea only strengthened: users are ready to buy and return to brands they trust.

Trust is not just built on consistent brand engagement, and good content doesn’t always guarantee the same. With increasingly demanding consumers, companies are increasingly forced to take responsibility. This is an issue that goes both ways. Consumers will sympathize more with companies who follow their own principles and for this reason they might stop doing business with them if they violate them.

Users are expecting brands to be transparent and declare their stance on social media. Research shows that it’s easier for your audience to identify with your brand when they share views on important topics, like environmental protection, principles of consumption, freedom.

Inclusiveness

Consumers want more than just a bunch of news about the latest sales. Brands are expected to be inclusive, mentioning all communities in their communication. They need to represent different ages too. It’s important that when you’re communicating with potential customers on behalf of your brand, that they represent all people from different backgrounds.

That’s not surprising, considering that Deloitte found that young audiences are picking up on inclusive advertising when making purchasing decisions. It’s important to take into account inclusion when creating a marketing plan, this will help you be more successful. We think it’s worth studying your target audience even more and creating inclusive content (eg. advertisements) for all groups of consumers.

D2C model in advertising

D2C (direct to customer) is a company interaction method that takes out any intermediaries. The company does not make use of distributors or retailers, but speaks directly with its customers over its own platforms – an online store, website, social networks.

D2C lets consumers feel like you care deeply about them. Buying from us is convenient and easy. We will pack the product beautifully and offer a discount card on delivered purchases. Delivery will be to your doorstep at a time that suits you. All communication is done through our easy-to-use application, website or chatbot.

Companies will start to create their own communication channels in 2022 and seek out an audience of their own. Those who create an ecosystem will especially benefit—a single app with access to a variety of services.

Convenient payment formats

Allowing customers to pay in a variety of ways is a good way increase sales. Payment services, installment plans, and bill payments are all viable options that your customers will feel comfortable using to buy from you. Provide payment formats that are used by a majority of people:

• Shopping in social networks – A store has appeared in WhatsApp, VKontakte offers to make purchases through its own and third-party services – like, you can buy from a social network on AliExpress without going to the marketplace website.

• Shopping with chatbots – online stores are now using chatbots that help customers in more ways than just with answering questions. They can also accept payments. Bots have become commonplace in various businesses that have an online presence. You can now go to Baggins coffee shop’s telegram page and buy coffee through a bot.

• Voice purchases – Yandex has already taught Alice to accept payments. Voice assistants are the next big thing for making purchases.

• One-click payment – if you’re unable to pay using Apple Pay, Google Pay, Samsung Pay on the website or in-app, you can always refuse to purchase. It would be tedious & time-consuming to enter data like your bank card. It’s also easy to make mistakes.

Mobile Marketing

Russia is already reliant on mobile traffic, with the share of Internet access coming from mobile devices rising to 81% of the total according to SlickJump. This is why monitoring one’s own internet usage is so important. As more of the population switches from desktop to laptop, this trend change has become visible in the traffic numbers. SlickJump predicts this pace will only accelerate with the switch to mobile devices.

Mobile devices make up a whopping 51% of all ad spend in 2022 according to Statista. Interestingly, when looking at the medium-term trend, this figure will come close to equilibrium when stationary devices reach 49%.

Artificial Intelligence

According to Gartner, 75% of companies will employ artificial intelligence by 2024. According to Deloitte, it will help combine two marketing tactics:

1. Personalized suggestions at the right time

The best time to offer the user the perfect deal is usually when he needs it most. The more helpful your app is, the more likely they’ll want to make a purchase. It might take awhile, but most experts are sure it’s possible with the right figures & research. And AI is able to make decisions in the moment, analyzing information about the user and forming a suitable proposal.

2. Quality of service

Artificial intelligence technology is not the only necessary thing for this yet. Behind the algorithms, there should be people – company representatives who can offer solutions to your problems or answer your questions. This will make it easier for the audience to trust the content they are reading.

Hybrid experience

Personalised offers benefit both brands and their customers. The users are more likely to engage with the brand while they’re on the platform where they usually spend a lot of time interacting. A new international study from Deloitte has found that a lot of young people are already comfortable making purchases in the future through different social media channels, voice assistants and virtual reality headsets.

However, this doesn’t mean companies must broaden their marketing perspective in order to keep up with new services. One of the most important things to consider when having a successful content marketing strategy is delivering a ton of tailored and personalised content. Give users the opportunity to engage with you using their favourite channels.

Opt-out of third-party cookies

In 2022 Google will begin launching a new system blocking third party cookies, and in 2023 this will become the default setting. A few browser developers have refused third-party cookies so far.

Many people don’t like third-party cookies. People think that their data should be private and that the use of such cookies doesn’t result in any benefits (or isn’t worth it). They are not comfortable with their browsing being tracked by advertisers.

Third-party cookies collect data on the interests of the user and show you which topics, sites and products they browse around in. Marketers rely on this information to create tailor-made ads.

The post Marketing Trends for 2022 appeared first on Leading Digital.

Building the competences of the modern marketer to meet the challenges of a high-tech and rapidly changing world.

The Marketing refresher program is accredited by the European Marketing Confederation.

Result

You will systematize your marketing knowledge
Acquire one of two specializations/areas of your choice
Become a qualified marketing specialist with an understanding of different markets and businesses.
Prepare for the European Marketing Confederation (EMC) international certification exam.

You will create a company strategy or marketing plan under the guidance of one of our experts.

For whom

For beginners – marketing specialists with 1-3 years of experience who have no professional education and want to have a retraining diploma and improve their level of marketing competence
For professionals of related professions in economics, sociology, political science, psychology, public relations, sales, wishing to acquire the profession of a marketer

Training program

Marketing complex

• Modern marketing models: from the customer to the consumer
• Marketing research
• Statistics
• Financial analysis

Analysis and marketing planning

• Analysis and evaluation of market factors
• Analysis and evaluation of internal factors and opportunities
• Distinguishing advantages of the company
• Marketing strategy and planning

Behavioral marketing

• Behavioral economics and human mental processes
• Factors influencing consumer behavior
• Neuromarketing and consumer models
• Developing a consumer behavior management program (workshop)

Specialization disciplines (no more than one optional specialization discipline)

• Brand Management
• Communications and Sales in Omni-Connectivity Ecosystem

The post Master in Marketing appeared first on Leading Digital.

Building the competencies of a modern marketer to meet the challenges of a high-tech and rapidly changing world.
The program is accredited by the European Marketing Confederation. Graduates of the program will get an international certificate of the European Marketing Confederation (EMC).

Result

You will structure your knowledge gained in practice
Improve your qualification as a marketing professional aware of the peculiarities of different markets.
You will be trained for the European Marketing Confederation (EMC) international certification exam.
You will independently develop a marketing plan consisting of analytical, strategic, and operational parts.

For whom

Beginners in marketing, who need to quickly gain basic marketing skills
For specialists wishing to systematize their accumulated practical experience
For specialists in related fields (sales, PR, IT, product managers, etc.) who want to expand their professional horizon
Business owners who are building a marketing management system and need to understand the roles and functions of employees in the marketing department
Our graduates are employed by leading companies

Program of Study

Marketing mix

• Modern Models of Marketing: From Buyer to Customer
• Marketing research

Statistics

• Financial analysis
• Analysis and marketing planning
• Analysis and evaluation of market factors
• Analysis and evaluation of internal factors and opportunities

Planning in offline and online marketing

• Digital marketing
• Marketing strategy and planning

The post Marketing for Professionals appeared first on Leading Digital.

Development of a marketing mix based on an individual project, reflecting the objectives of their company.
Improvement of competencies and system knowledge in marketing in a short period of time
Focus on practical tools and algorithms for strategic planning in one’s company
Consultations from the leading market experts with working experience in big international companies in different fields

Result

After successfully defending your thesis you will develop a marketing plan ready for implementation, which includes:

• Market and competitor analysis
• Definition of internal resources of the company
• Identification of the target audience
• Positioning
• Implementation of the communication plan
• Monitoring and correcting the results.

You will create a marketing strategy for your company

For whom

For beginner marketers and specialists with no basic profile training
For specialists in related fields (sales, PR, product managers, etc.) who want to change their professional area of expertise
For experienced marketers who want to update their knowledge.
Our graduates have found jobs at leading companies

Training program

Modern marketing strategies

• Models of marketing: from product to consumer
• The goals and formation of the marketing function in the company

Marketing research and market analysis

• Research methods
• Analysis of external environment

Behavior and loyalty of consumers

• Analysis of consumers. Customer segmentation and choice of target segments
• Customer satisfaction and loyalty

Creation and management of products, pricing and distribution

• Creation of new products and brands
• Product range management
• Pricing
• Channel and sales management

Integrated marketing communications

• Positioning and value proposition
• Promotion package.
• Integrated promotional programs
• Digital marketing

Marketing management and marketing planning

• Internal marketing audit and marketing performance analysis
• Portfolio matrices
• SWOT analysis
• Structure of a marketing plan.
• Development of marketing strategy
• Writing a marketing plan.

The post The marketing mix in a company appeared first on Leading Digital.

You are a digital professional, but your current marketing competencies are not providing development and career growth? Marketing is more than you think. Provide yourself with a new level of competence – use the full range of modern marketing. Get a helicopter view, strategic vision, and professional marketing solutions capabilities in developing your project and in generating company revenue.

What you will learn

Use modern marketing models to enhance the effectiveness of your solutions and understand the key challenges that marketing addresses in a company, including the “product journey” and the “customer journey.”
Integrate business goals into marketing objectives and consciously select tools to improve the profitability of the company’s business.
Leverage the power of the brand to grow the company’s capitalization: from development to brand portfolio management.
Improve the effectiveness of the sales chain (funnel) at every step, using marketing tools.
Increase the effectiveness of professional tools you already own by integrating with modern marketing tools.

For whom.

• Online marketers
• Digital project managers
• Managers of digital products
• SMM specialists
• Target marketers
• Content Managers

Content

1. Modern approach to company marketing

• The role of performance marketing. The demand for the approach in today’s business. Comparison of coverage and performance tools.
• Models of modern marketing
• The modern view of marketing: from the buyer to the consumer.
• Behavioral marketing and neuromarketing
• Data Driven Marketing
• 020-marketing
• Customer experience management
• Ecosystem of omnichannel for the customer

2. Marketing mix

• Product, service and product
• Price and pricing
• Channels and sales models
• Integrated marketing communications.
• Project management in marketing: approaches and tools. 3.

Marketing audit

• Influence of macro factors on the company
• Market analysis and evaluation,
• Segmentation and description of consumer profile in B2B/B2C/B2G
• Competitive analysis
• Target group analysis
• Sales and communication analysis

4. Brand and product

• Product development as a result of trendwatching
• Applying the design thinking model
• Product portfolio analysis
• Creating a unique product offering
• Customer Journey map to improve customer experience
• Market positioning
• Creating and developing a strong brand to grow margins and customer loyalty
• Customer satisfaction and loyalty 3.0

5. Marketing planning

• Marketing plan structure
• Evaluating the effectiveness of marketing investments

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Ability to determine “what the consumer wants” by identifying motivational fields and capturing neurophysiological indicators

Result

You will improve your skills as a marketer, as a professional versed in the peculiarities of practical application of neuromarketing

For whom

For marketing specialists with at least 5 years of experience who want to improve their skills and competencies in neuromarketing
Program content

I Neuromarketing and consumer models (35 hours)

• Fundamentals of neuroeconomics and neurobiology
• Neuromarketing research: methodology and techniques
• Neurophysiology of the human brain
• Profiling in neuromarketing research
• Making contacts Shaping consumer opinions. How to help a person to remember
• Neuromarketing. Successful cases
• Shopper marketing as an element of influence
• Models of consumer behavior

II. Developing a consumer behavior management program

The post Consumer models appeared first on Leading Digital.