We are often asked: “”How often should I run a digital marketing campaign?” and “How long should a digital campaign run?” Rather than give you some sort of generic advice like “Well, it depends on your business objectives and your industry…” I actually have a very specific answer:
You should run your digital marketing all the time.
There. I said it. Regardless of “campaigns” or specific promotions or product launches, you need to be running digital campaigns (display, interstitial ads, social ads, email ads, etc.) year round. Why?
With digital, you are constantly learning. What is working and what is not? With a direct mail campaign, or even a targeted email or trigger program, you send it out, and wait for results. With digital, you are constantly learning and improving, and this strategy is most effective when run year-round.
You can adjust digital campaigns on the fly. How your target customers interact with your content allows you to adjust your budget accordingly in the middle of a campaign, and usher the best customers towards the finish line. Not only can you adjust budgeting throughout the campaign, but you can also adjust messaging, copy, creative and targeting.
“Always On” digital is always in front of your customer, so you are top of mind when they are ready to make a decision. In today’s fast paced world, your customers are exposed to 1000s of advertisements every day. When and how they purchase can vary wildly, and is often reliant on what spurs them to make an immediate choice. Being in front of your target customer all the time gives your brand an immediate edge.
Digital drives landing page development. With landing page data capture and engagement analytics, you can learn a lot from your incoming audience by how they interact with your landing page. What parts are getting the most attention? Where your customers are spending time on the page, and how are they converting? Your digital learnings influence your messaging and bring to light the benefits and values your prospects and customers are responding to.
Digital drives direct mail and email spend. One way to look at digital and display spending is “high-frequency, low cost” advertising. Direct mail and email can be viewed as “Low-frequency, high cost AND high impact” advertising. Cost per impression is exponentially higher with these channels, so informing your spend with your digital findings on these more targeted channels is good for budget, and great for results.