All successful campaigns need a solid base
often coming in the form of a good digital strategy
after agreeing on what needs to be accomplished
buying in the most relevant environments is key.
The content of the plan can differ considerably
it is largely dependant on the overall goal
with the number of measurement methods available
Identifying the primary metrics is an important role.
Direct response campaigns are often the simplest
especially when looking at a cost per registration or sale
clients can prioritise post click over post view actions
which is one consideration the conversion attribution may entail.
Prospecting usually drives the initial user interest
often allowing the retargeting strategy to take all the glory
but success can be determined by a multitude of factors
judging strategies individually may not tell the full story.
There are often multiple media buyers on a plan
who may knowingly or unknowingly interact
buyers may not all get the credit they deserve
as the complete user journey is not always tracked
When looking at strategies to judge performance
Focusing on where conversions are attributed to is the temptation
however, we should consider the combined value of the activity
rather than attempt to assess each component in isolation.
This argument can be extended beyond digital media
with the number of marketing channels available on the rise
the ability to integrate multiple approaches with a single objective
means there has never been a more exciting time to advertise.