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blog / Digital Marketing What Makes a Good Digital Marketing Campaign? Here are Some Top Campaigns

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In today’s fast-paced, technology-driven world, digital marketing has become essential to any successful marketing strategy. Businesses reach their target audiences and increase brand awareness and sales with the right digital marketing campaign. Successful digital marketing campaigns have captured the public’s attention and generated significant buzz. This blog will examine what made some of these digital marketing campaigns so successful.

What is a Digital Marketing Campaign? What Makes a Good Digital Marketing Campaign?

A good digital marketing campaign achieves its objectives while providing a positive user experience to the target audience. Here are some key elements that contribute to the success of a digital marketing campaign:

Clear objectives

: A digital marketing campaign must have marketing objectives that are specific, measurable, and aligned with overall business goals

Defining the target audience

: Knowing who the campaign is aimed at and tailoring your message to that audience is critical. Moreover, understanding their pain points, interests, and behavior is all part of this

Strategic approach:

Selecting appropriate digital channels, crafting content, and defining messaging and offers. Moreover, selecting appropriate marketing tactics that align with the target audience is also vital

Quality content

: Relying on copywriting, visuals, video, and other interactive elements, to capture audience’s attention and keep them engaged 


: Using the same message across all digital channels creates a unified experience for the audience, strengthens brand recognition, and fosters trust

Effective Calls to Action (CTAs)

: CTAs prompt the audience to take action, such as filling out a form, making a purchase, or subscribing to a newsletter

Analytics and optimization

: The campaign ought to be continuously monitored, tested, and optimized based on data and feedback to ensure the best possible return on investment

ALSO READ: Top 7 Fundamentals of Digital Marketing Every Marketer Should Know in 2023

Examples of Good Digital Marketing Campaigns

This campaign debuted in January 2023 and aimed to address societal issues such as toxic masculinity and sexual harassment and encourage men to be better role models for future generations. Though derided for being overly political and unfair in its portrayal of all men as perpetrators of toxic behavior, the campaign nevertheless generated a lot of attention. Moreover, it sparked important discussions about men’s roles in promoting positive social change. 

What makes this campaign different: The campaign includes a short film that depicts various forms of toxic masculinity, such as bullying, sexual harassment, and sexism. Moreover, the film also depicts men standing up to these behaviors and taking positive steps to promote a more positive and respectful culture.

Coca-Cola’s “Share a Coke” campaign was created to encourage people to share a Coke with their friends and loved ones and establish a connection with the brand. Coca-Cola expanded the campaign by adding new names, personalized messages, and even augmented reality experiences to their bottles and cans. Moreover, share a Coke was launched in Australia in 2011 and has since expanded to over 100 countries worldwide. 

What makes this campaign different: It was targeted so people shared photos of their personalized Coca-Cola bottles and cans on social media, creating a lot of buzz around the brand. Moreover, it also helped the company increase sales and strengthen its brand identity.

ALSO READ: Is Digital Marketing a Good Career Option? Here’s What You Need to Know

“ShowUs” received several awards, including the 2023 Cannes Lion Grand Prix for its ad “Courage is beautiful”. Dove is still promoting the ShowUs campaign and has launched several other initiatives to encourage body positivity and self-confidence.

The ALS Ice Bucket Challenge was a viral social media phenomenon during the summer of 2014. It encouraged people to dump a bucket of ice water on themselves, record a video, and challenge others. This campaign raises awareness and funds for ALS or Amyotrophic Lateral Sclerosis, also known as Lou Gehrig’s Disease. The campaign garnered widespread attention. Moreover, many celebrities, politicians, and public figures, including Bill Gates, Oprah Winfrey, and Mark Zuckerberg, participated. On Twitter, the hashtag #IceBucketChallenge was used over 1.2 million times. Also, videos of the challenge were viewed over 10 billion times.

What makes this campaign different: Its success is attributed to its simple yet fun and engaging concept, the power of social media to spread awareness, and people’s emotional connection to the cause. The ice bucket challenge demonstrates how social media can be useful in raising awareness and funds for a worthy cause.

Red Bull’s “


In 2012 Red Bull launched the “Stratos” campaign to promote its energy drink. The campaign included a record-breaking high-altitude skydiving jump. Austrian skydiver Felix Baumgartner did this from a capsule suspended by a helium balloon at 24 miles. This included a live broadcast and social media promotions.

A great digital marketing campaign can capture people’s attention, generate buzz, and increase brand awareness and sales. Moreover, these campaigns frequently employ creative and innovative approaches to engage audiences and establish emotional customer connections. To learn more about the effectiveness of digital marketing, do check out these online courses offered by Emeritus in tie-ups with the best universities around the world. 

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What Is Growth In Digital Marketing?

Since business gets immense response through online marketing activities, the bar graph of digital marketing never slows down. As online users have been growing, so have the opportunities for digital marketing. However, a few more factors contribute to its growth aspect. If you’re planning to start digital marketing and looking for the answer whether growth in digital marketing, read the post to get the input.

Growth in any sector depends on its impact on business and how the revenue is generated using it. In this light, digital marketing is promising marketing with good growth and opportunities for business owners to earn good revenue using various marketing channels.

Before going for a growth discussion, let’s understand digital marketing!

Digital Marketing: A Brief Types of Digital Marketing

Digital marketing is diverse. Therefore, marketers can use several marketing channels and experiment with all possibilities of business opportunities. Among many modules, 8 primary modules are immensely popular in promoting the business online, which include −

Search Engine Optimization

Search engine optimization, or SEO, is an essential marketing channel that marketers depend largely on for Google ranking. There are several measures for SEO like keywords metrics, link building, Google SERP, snippets, etc. Marketers take care of On-Page SEO and Off-Page SEO for the better rank of business websites and analyze the traffic. Thus, the search optimization deal with Google ranking.

Content Marketing

It’s the most important marketing channel in text, infographics, and video formats. Relevant content based on the product/service can attract potential buyers. Marketers channelize content based on the users’ preferences and monitor the dashboard. Video content and infographics attract more traffic than text format. Because visual and audio content can impact human brains more. Thus, content marketing serves a great purpose in digital marketing.

Email Marketing

Through emails, business owners can send millions of emails once at a time. With relevant content and a proper audience, email marketing would be a great marketing tool.

Marketing Analytics

Marketing analytics deal with the data generated from various digital platforms. Analytics experts analyze the data and channel further marketing approaches.

Social Media Marketing

Social media once was the platform to connect with distant people and build networks. But now, the platforms come with massive business opportunities that marketers channelize them through different formats. With the increased number of opportunities, digital marketers utilize them successfully.

Affiliate Marketing

Affiliate marketing promotes other products from your account or page and earns a good commission. This way, businesses do sales by building several networks.

Mobile Marketing

When business websites become optimized for mobile, mobile marketing channels open the doors to generating traffic. As smartphone users are more than laptops or desktops, digital marketers can bring outstanding results.

The Current Trend of Digital Marketing: New Updates of Various Marketing Channels

With the emergence of technology, automation, and artificial intelligence, digital marketing is getting a new shape with a more creative approach. Several tools, applications, and software are available in the market to ease the workload of marketers. The benefit is that marketers can now try a more practical experiment with the marketing channels. However, the current trend is also more challenging than before, but it’ll never impact the business; marketers need to be more innovative in using modern science in digital marketing.

The recent trend introduces many other marketing channels, so businesses should not go with no stone unturned. As the need grows, digital marketing agencies and marketers are seeding the growth prospect for the coming days. Below is the list of current digital marketing trends that can bring positive results −

Voice Search Optimization


Artificial Intelligence(AI)

Augmented Reality(AR)

Personalized Automated Email Marketing

Micro-Macro Influencers

Video Marketing

Instagram Reels Marketing

YouTube Shorts

User Generated Content

The Growth Prospects of Digital Marketing

Digital marketing depends primarily on a creative skill set, a marketing enthusiast, and a good knowledge of digitalization. When all these align, the learners must add the zeal to learn a new skill. Thus, digital marketing introduces a new and challenging skill that newcomers and experienced marketers enjoy doing marketing digitally.

The number of internet users has been skyrocketing (in 2023, it was 622 active internet users), which will be 900 million by 2025. The data indicates how digital marketing will boom in the upcoming days to ensure its future growth.

These humongous internet users will secure business possibilities and marketing growth. However, there are a few more metrics that depend largely on the growth prospects, which include −

Easy Available Data

In any business, data plays a crucial role. Digital marketing is no exception. Marketers can collect data using social media, video marketing, podcast, subscription to newsletters, etc. Marketers can utilize the data for product promotion, branding, email marketing, etc.; thus, data availability adds growth to digital marketing approaches.

Online Presence of Business Social Media Addiction Usage of AI No Barriers Conclusion

The growth of digital marketing has started peaking with the help of new technology, automation, AI, and brilliant creative marketers. Therefore, the number of digital marketing agencies has been increasing, which ensures the growth of digital marketing activities that blow the digital surface with new challenges and positive results to the clients’ table. A creative mindset, innovative technology, and positive results also contribute largely to its growth model.

Digital (Web) Psychology – What Is It And How Can It Be Used?

Simon Swan’s interview with Andrew Nicholson, Founder of the-Guku showing how behavioural economics influences customer online purchases and growing demand for Data?

Andrew is the founder of the-Guku, a digital marketing consultancy specialising in behavioural economics and the relationship this plays in influencing customers through their online purchase patterns.

Guku combine #DigitalMarketing, #BehavioralEconomics & #Psychology know-how to understand your customers better than they understand themselves!

In my interview with Andrew, he lifts the lid on the growing demand for data on behavioural economics,  real-life examples of companies already successfully using these techniques and Andrew’s personal journey of  launching his very own consultancy…

Q. You seem to have uncovered an interesting niche in web psychology, can you summarise what this is all about?

Absolutely.  As I progressed through my MSc, it became clear that there was a huge understanding of marketing technology, but a relative dearth of knowledge in how that technology related to people’s behaviour (with the exception of UX).  I was fortunately able to subvert my studies to pursue a Digital Psychology agenda – and I was able to spend my final year focussing exclusively on this exciting new discipline.

I’ve always been fascinated by people – it’s the reason why I got into marketing in the first place, but I’ve always felt that digital marketing spends far too much time looking at what customers do, and not enough time trying to understand why they do it.  Google Analytics is the perfect example – there’s so much data available – bounce rates, conversion rates, basket abandonment rates etc. but none of it gives you an answer to why your customers are (or aren’t!) buying your product online.

Digital Psychology (also known as web psychology) takes a different approach.  It looks at online behaviour through the lens of psychology and behavioral economics – and through this lens, explains why customers are acting the way they are.  Better still, by applying the lessons learnt from social science theory, we’re able to remove barriers to online conversion, and increase customer spend and retention.

The metaphor I like to use that best describes this approach is of a fisherman standing in waders in a river. The river represents technology – always changing, always moving, often so fast we struggle to keep up.  The one constant in this scene is the fisherman, representing the human brain.  As fast as technology may change, the human brain remains the same, and has done so for hundreds of thousands of years.  If we start viewing technology through a neurological perspective, rather than trying to influence humanity from a technological perspective, we’re going to be on far firmer, and longer lasting, ground.

Q. Can you provide some good examples of companies using web psychology?

I’ve just published an article for econsultancy showing what I believe are the top ten best examples of digital psychology in action.  There’s no doubt that Amazon are the clear winners – they utilise pretty much every tactic from the Digital Psychology toolkit. From classic examples of anchoring, to scarcity, reciprocity and cognitive consistency – they even take digital psychology offline, with their approach to direct mail, which is something I’ve not seen any other pure play brands doing (yet).

Another incredibly powerful website, this time utilising social proof as their main conversion trigger, is chúng tôi I counted 5 separate social proof devices on one hotel profile alone. chúng tôi is currently ranked the 103rd most popular website in the world by Alexa, and has a bounce rate of just 24.8%.  That to me is remarkable!

What’s also really interesting is that there are also a number of big brands that should know better, but are doing things really badly. A lot of digital psychology theory is counter intuitive – people often do the opposite of what we instinctively expect, and brands need to understand that simply following the HiPPO (Highest Paid Person’s Opinion) is a recipe for disaster.

Let me use a classic behavioural economics example to illustrate this.  If you were to ask someone if there was a correlation between a roll of a dice, and their estimation of the percentage of African Countries in the UN, they would understandably tell you to stop being ridiculous.  Yet, behavioural economists, Tversky and Kahneman found, all the way back in 1974, that there was a direct and replicable link between an equally unrelated event (in this case, the spinning of a rigged real of fortune device), and a subject’s response to the aforementioned question.  In fact, subject’s answers varied by an average of 20%, depending on whether they scored a 10, or a 65, on the wheel of fortune.

This technique is known as anchoring – and it’s as powerful today as it was back in the 1970’s, and I have carried out numerous experiments confirming its influence in a digital setting.  I have yet to prove it, but I honestly believe that even a well placed telephone number could influence a customer’s average spend per transaction.  If there are any companies out there that would like to work with me to prove this hypothesis, do drop me a line!

Q.  Do you see web psychology playing a role in the digital marketing mix or should it be used more as a strategic vision piece?

Digital psychology isn’t a tactic in itself – it’s a way of thinking that can be applied across the digital marketing mix (and also traditional marketing approaches) at a strategic level.

From customer acquisition, through to user experience and retention, they are using digital psychology techniques such as social proof, effort, validation and reciprocity to increase sign up, stickiness, and ultimately conversion.  It’s a powerful combination, and I’ve no doubt the tool will be putting the larger MA providers to shame when it goes live next year.

The digital marketing mix, whilst encompassing a varied range of approaches, such as paid search, inbound, social, email etc. has one common theme – every tactic is aimed at influencing human behaviour (it can even be argued that as Google focuses its results more and more on UX, that the same can be said about SEO).

Why would you therefore go to all the effort and expense of building and managing your digital marketing tactics, without first trying to understand how they relate to human behaviour? It’s like I was saying before – digital marketers need to stop putting the technology first, and start understanding their customers better.

Q. You’ve recently made the move from working in-house to creating your own digital agency – what are the biggest learning curves you’ve encountered?

I’m not going to lie, it’s been challenging. The great thing about working in house is that you get to focus all your time on doing what you love.  I was a digital marketer, doing digital marketing, and I was as happy as a pig in muck – but the problem was that I wasn’t being challenged.

But when you start-up you own consultancy, suddenly there’s all this other stuff that you need to do – accounting, HR, business development etc. work suddenly starts to get a lot more complicated.  The flipside of this is of course that you’re doing it for yourself, and you’re learning daily, which is very exciting. I’ve also been able to focus my energies on developing digital psychology methodologies which I can use to bring value to my clients.

One of the steepest learning curves I’ve faced is learning to put a hard value on my time.  When you’re client side, you tend to add value through your company indiscriminately – if someone in another department or segment needs assistance, you’re free to give it as you know it’s for the greater good of the company.  When you’re working agency-side, every hour has to be logged and apportioned appropriately. It’s a very different discipline, and I’m still coming to terms with it.

Q5. What’s your thoughts on the next frontier/challenge for digital marketing?

What Is Digital Marketing? Strategies, Benefits, Types, And Careers

blog / Digital Marketing What is Digital Marketing?

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Food, water, shelter.. and Wi-Fi. This is the new normal and our dependence on the internet is here to stay. It is now common knowledge that more and more customers are heavily relying on online channels for entertainment, information, shopping, and socializing. As this trend continues to grow, brands too are becoming more bullish. Companies are increasing their digital marketing efforts and budgets to explore multiple service touchpoints. Before we learn more about the world of digital marketing, let us first understand what is digital marketing and why is it such a lucrative career path.

Brief History of Digital Marketing Web 1.0  Web 2.0  The Advent of Social Media Benefits of Digital Marketing 

The results are easily quantifiable given the right tools. It’s easy to understand how a consumer engages with you and thereby run experiments on optimizing successful campaigns/formats.

The time taken for any potential customer to convert is significantly lesser with digital marketing. Ie, customers can take action almost immediately if your content is convincing.

Types of Digital Marketing

Content Marketing

Social Media Marketing

Facebook, Twitter, Instagram, LinkedIn, Youtube, and Tiktok are some of the most popular social media platforms that marketers use to engage with the audience. Easier to reach people, easier to drive traffic and convert, no wonder marketers around the globe have specialized in understanding each platform and how best to leverage them.

Search Engine Optimization (SEO)

SEO is the craft of making sure your content becomes attractive to search engines. Constantly evolving, this deals with: How does your content rank over competitors so that it’s noticed by high intent consumers? It’s an art and science that most smart brands have invested heavily in. 

Affiliate Marketing

This is an innovative way of getting other brands and individuals to drive traffic to you in exchange for a commission. Many top brands like Amazon (Amazon Associate program) use this.

Email Marketing

If you’ve ever opted to become a subscriber or if you’ve ever purchased anything from a brand, email marketing then kicks in to keep you abreast of updates, sales, and so on. This is an ongoing initiative that keeps people coming back.

Digital Advertising

Why become a digital marketer?

Traditional marketing is expensive, time-consuming, and limited. Therefore, brands that wish to reach a larger audience, experiment, and spend lesser time and money, are choosing digital marketing. With more and more brands choosing the digital path, thousands of new jobs are cropping up across the globe. Now that we know what is digital marketing and what its benefits are, let us find out why becoming a digital marketer is in demand.

Here are the biggest reasons why people are becoming digital marketers:

Lucrative profession

Not only is this one of the most trending and future-proof career paths in the market today but also the salary of digital marketing professionals is desirable and growing. The average annual salary of a digital marketing manager is  $66,326 in the USA, and £32,820 in the UK.

Scope for out-of-the-box thinking

Brands are able to reach a larger audience than via traditional means. They need people to put audiences in buckets by understanding their needs, interests, and buying habits. This challenging and exciting role involves a lot of strategies, creativity, and out-of-the-box thinking. 

Quicker results

Digital marketing is highly cost-effective and produces results much faster. As a digital marketer, someone who is good with numbers and problem-solving can thrive in this industry.

Measurement and insights

Brands can easily pivot in the middle of a campaign and measure success more consistently when a good marketer is managing the projects. With more brands adopting digital marketing, more exciting job opportunities are coming up too!

Targeted efforts

Level playing field for brands

New and young brands also get an opportunity to compete with big brands if they are creative and innovative on digital platforms. This evens the playing field. This is a great opportunity for creative marketers to showcase their skills, set up award-winning campaigns, and boost their careers.

Minimal impact from external factors

There is minimal impact due to economic, political, and social issues on campaigns if marketers are resourceful and always thinking on their feet. In such cases, they can easily tweak, minimize damage, and move on.

Better planning and focus

Go green

There is no carbon footprint as paper, flexi banners, paint, and other such materials are not used. Digital marketers can move toward more green practices by adopting 100% digital techniques. 

Using data to improve products and services

Data from digital campaigns can be used to plan better for future campaigns and to improve products and services too. A number cruncher with the ability to visualize data will enjoy this part of digital marketing too. 

Digital marketing in 2023: 5 trends to watch out for

With such a fast-paced field, you have to constantly keep evolving and staying abreast of trends. So what does the coming year have in store?

Video content will take priority similar to 2023, but the formats will become shorter

Are your website and content mobile-optimized? Focus on driving traffic with a mobile-first approach

Influencer marketing – leverage it all you can!

SEO will dominate most marketing strategies. Having a robust content marketing strategy can have long-lasting effects on brands

Experiential marketing that adopts AR/VR will be big 

Popular digital marketing career paths

Digital marketing in its true essence is the process of using the internet or other digital forms of communication to reach out to potential customers. But digital marketing is a broad terminology that encapsulates anything from websites, blogs, and ad campaigns to social media, emails, and more! Digital marketing makes sense for every business, across industries. While the most common designation is that of a digital marketer or digital marketing manager, here are a few other careers that require digital marketing skills: 

Paid Search (PPC) Brand

Paid Search (PPC) Non-Brand

Display Marketing

Paid Social Media Marketing

Organic Social Media

Search Engine Optimization (SEO)

Content Marketing

Email Marketing

Linkedin Marketing

Tik Tok Advertising

Influencer Marketing

Affiliate Marketing

Video Marketing

Marketing Automation

Wondering how to get started in the world of digital marketing? Emeritus can help. In addition to helping you find the perfect digital marketing podcast for your daily commute, we also offer online courses from the world’s best universities. Learn and explore how digital economies emerge and flourish, as well as how digital marketing will continue to influence the use of technology, consumer trends, and purchasing decisions. All our courses are continuously updated, and new ones are added to accommodate and adapt to the evolving industry and learner requirements. Find the right digital marketing course for you today. 

What Is A Vpn And What Is It Used For?

A VPN, or Virtual Private Network is an extremely useful tool for every internet user, no matter how much time you spend online or what sort of stuff you do on the internet. A VPN gives you more security and privacy when you go online – things that are hard to come by in today’s information age. 

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What Is a VPN and How Does It Work?

If you have a general idea of how the internet works, you probably know that your internet service provider (ISP) and some other organizations have ways of tracking your online activity. Your browser’s private browsing mode can’t help protect your data and give you peace of mind, while a VPN can do more than that.

VPN is a technology that protects your online activity by adding an extra level of encryption to your data. It connects your computer or a smartphone to a private network, allowing your data to go through an encrypted “tunnel”.

It travels from your device to some other point on the internet, often in another country, before making its way to the public internet. Your data stays hidden the entire time. All an ISP can see is that you’re connected to a private network. 

When you connect your device to a VPN, it behaves as if it was on the same local network as the VPN. It allows you to access local network resources even if physically you’re accessing the internet from a different country. You can also browse the internet as if you were based at the VPN’s location. For example, if you’re using a USA-based VPN from outside the US, the websites will see your online activity as if it was coming from within the country. 

What IS a VPN Used For?

Some people associate using a VPN with the need to hide your online activity. In reality, a VPN comes with a number of benefits that can help any internet user in their everyday life. Here are a few reasons why you might want to start using a VPN.

Secure Your Connection When Using Public WiFi

When you’re browsing the internet at home, your connection is via a password-protected router and a private WiFi network. However, when you connect to a public WiFi network – whether it’s at a coffee shop, a hotel, or an airport – your traffic isn’t protected anymore. Those networks offer open access to all users, which makes it much easier to intercept the wireless network traffic. 

That’s why it’s a good idea to use a VPN next time you decide to connect to a public WiFi network to send an email or check your Instagram account. 

Take Back Your Online Privacy

Using a VPN is one of the simplest and most effective ways to gain back your online privacy and stop others from collecting your data.

Access Geo-Blocked Content 

One of the most popular reasons for getting a VPN service is to access geo-blocked websites. Sometimes you’ll find that certain content, streaming services, or websites are blocked or have restricted access based on your location. Using a VPN is the easiest way to bypass those restrictions. 

This can be useful if you ever find that certain movies or TV shows aren’t available on your streaming platform in your region. Connecting to a VPN server from the appropriate country can easily fix that. 

When traveling, you might find yourself in a country where entire websites and services are geo-blocked. For instance, if you want to access LinkedIn in Russia, you’ll have to use a VPN or other means of getting around geo-restrictions. 

Bypass Your School or Workplace Firewall

When using the internet at your school or workplace, you’re bound to come across blocked websites that management doesn’t want you to access. They do this by using firewalls that filter all web content and keep you away from the blacklisted sites. 

There’s a number of workarounds that can help you bypass your school or workplace firewall. One of the easiest ways to do it is via the VPN service. When you connect to a VPN and start browsing, all the internet traffic is encrypted, and the firewall can’t see what you’re doing and what sites you’re visiting on the network connection. This way you can view the sites you want no matter the time and place.

Save Money on Shopping

Aside from the obvious benefits you get from using a VPN, you can get some extra perks if you think outside the box. A VPN can help you save money on shopping. Admittedly, it does require some time and effort.

You can use a VPN to connect to different servers across the world and find the cheapest prices. The things you can save money on include streaming services, software subscription plans, flight tickets, and even hotels. In theory, you can find cheaper prices for everything. However, don’t forget that some of the price differences will be covered by exchange rates and bank fees. 

Do You Need a VPN?

While VPNs come with many benefits, they’re not flawless. The biggest downside of using a VPN is a connection speed drop. Since you’re sending your data to another location before it reaches the right server, your VPN connection speed is bound to be slower than your regular internet speed. 

However, if that’s not a big problem for you, or if the connection speed drop isn’t significant, using a VPN is definitely a good idea. All that’s left is to choose the right VPN service for you. Luckily, there are plenty of options out there – from a Windows built-in option, VPN Chrome extensions, best free options for Mac, and the best VPN apps out there.  

Digital Media: How Effective Is Your Marketing?

Audit your digital media effectiveness to build stronger campaigns and an efficient marketing funnel in 2023

Reviewing your use of digital media is a crucial starting point for creating or optimizing your digital marketing strategy. But how do you tune in and prioritize what’s working, and what isn’t, without getting lost in vanity metrics?

At Smart Insights we recommend using VQVC to consolidate and streamline how your measure your digital media. This mnemonic shows how volume, quality, value, and cost help you pull out different elements of your marketing activities. Read on to find out more about VQVC and other important digital media planning techniques

Moreover, do you really understand how and when each of your key marketing communications is being received by your target audience? Our RACE Framework helps thousands of marketers around the globe track and optimize their key digital media, to get the best results possible, without breaking the bank. That’s why we recommend structuring your plan around the RACE Growth System.

Create your 90-day plan with the RACE Growth System

Download your free RACE Growth System guide today and unlock our three-step plan of Opportunity, Strategy and Action to grow your business.

Download guide

In this practical and actionable article, we’ll explore some quick and simple ways of reviewing your digital media channels and strategy.

1) Reviewing digital media channels across your customers’ lifecycles

It all starts with reviewing each of your channels! In this article, we will talk through the aspects of reviewing your digital marketing effectiveness and we recommend doing this for each of the following digital channels:

Search marketing/ organic search

Online PR

Social Media Marketing including optimizing your presence

Online partnerships including affiliate marketing and sponsorships

Opt-in email marketing

Use the RACE Framework to plot your use of digital media across your customers’ lifecycles through reach, act, convert and engage. Our ‘structure a plan using the RACE planning Framework’ module in our RACE Practical Digital Strategy Learning Path will guide you through the step-by-step process of implementing the RACE Framework.

2) Review VQVC measures across all channels

The best way to get started is to include VQVC measures for each channel, VQVC is:

Volume: Number or % share of site visits

Quality: Dwell time or conversion rate to lead or sale

Value: Revenue per visit (Ecommerce) or Goal value per visit (if goals set up for non-Ecommerce site)

Cost: Cost per visit/lead/sale

It takes time to accurately pull together these figures, but if you don’t know the figures how can you improve? VQVC can be very helpful for comparing digital media activities, or for channel benchmarking against competitors, for example, those with similar media budget spend.

If you don’t invest in digital marketing, you may find yourself losing customers to competitors who do.

Create your 90-day plan with the RACE Growth System

Download your free RACE Growth System guide today and unlock our three-step plan of Opportunity, Strategy and Action to grow your business.

Download guide

3) Opportunity Strategy Action

This section, for each of your channels, is all about understanding exactly what your success factors are for each of your channels. What are your opportunities? What strategies will achieve your goals? What action is needed? It’s best to include:

What would you like to change? What is to be changed and what does change like? remember this is just a high-level view, specific detail and campaign aspects are not required at this stage.

What does success look like? It’s good to know this to understand at the end of the year whether you’re strategy has been successful, this is hugely helpful for when you’re doing this audit all over again next year.

4) Overall priority and value compared to other channels

This section is all about reviewing how successful each channel is compared to each other, but specifically about how big of a priority this channel is for meeting your business objectives.

Is your SEO delivering or does it need improvement?

Maybe your keywords are too specific and competitive and therefore paid media performs better?

Which channels should you prioritize for growth?

The state of digital media in 2023

Thousands of Smart Insights members around the globe are using their membership to upskill and improve their digital media strategies and tactics. Our  RACE Growth System empowers marketing leaders to use an easy-to-follow, data-driven approach to quickly improve their marketing strategy.

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