Developing an effective marketing campaign is much about setting a clear focus on goals as it is with creative execution. It all starts with understanding what you aim to get out of the campaign and using this as a motivational factor behind the showcase. Without a clear understanding of your objectives, it not only reduces the impact of the effectiveness of your campaign but also affects the ability to measure your performance. You also need to have an in-depth understanding of your target market, for they are the key recipients of your core message. Knowing whom you are talking to, why you are talking to them and how they are likely to perceive your message definitely helps. As individuals, consumers are often open to misinterpretation, just one of the complexities we marketers have to deal with. The best way to deal with this is to create appeal by searching for a natural desire, something which your target market share and use this as a means to group them together. To help you with this consider carrying out regular psychographic assessments to help gather information about peoples’ interests for example, then use this to identify re-occurring themes. These re-occurring themes provide the link needed to create an appealing marketing campaign.
As you can see, understanding the motivational factors behind your target market adds conviction to your communication strategy. However, this is only one aspect of developing an effective marketing campaign.
Once you understand the needs and expectations of your target market, your next point of call is to deliver a message which creatively engages people with your brand. This can be a campaign which utilises an on or offline focus or even both depending on what seems most appropriate. The most important thing is that you keep up to date with the latest industry and consumer trends, using this knowledge to position yourself in the right place at the right time.
