- 28 Feb 2020
- Posted by Destiney Njeri
- Digital Campaign , Digital Marketing , Market Research , Uncategorized
- 0 Likes
A research based digital campaign involves gathering valuable information about the needs and preferences of your audience. It helps to establish if there is an existing market for your product or service and gives you an understanding of who your consumers are and their spending habits, in order to make better decisions with your digital marketing strategy. Secondly, it also gives you an insight into how your campaign performed, enabling you to maintain elements that were successful and those ones that weren’t, helping you to continually improve results.
So, what exactly does a research based digital marketing campaign entail?
1. Pre-Campaign Research
This research is carried out before the campaign and focuses more on understanding your audience. Who are you trying to reach? How would you categorize your target audience? How can you create engagement throughout the campaign?
The research should reveal the different market segments to enable you to specifically target your campaign to the appropriate groups. This can be done through: Google Analytics which provide a better insight into the amount of traffic you’re receiving and outlines their demographics and Surveys that help you understand your consumers’ interests and preferences by asking specific questions.
Other ways you can conduct a pre-campaign research is through:
- Competitor Analysis – Which companies are similar to yours and already have successful social media accounts? Which campaigns do you know that have done well? What is engagement like on their platforms? Learn from them and apply what works for you.
- Customer Reviews – reading what your consumers are saying about your product can reveal common problems or frustrations that you can work to sort out before launching your campaign.
- Keyword Search – An online keyword search is important in SEO marketing but it also highlights consumers’ interests and the language/ specific words used to discuss a certain topic.
- Q&A Sites – Sites like Quora have questions and answers on a broad range of topics including discussions on various brands. These sites can provide an idea of the questions people have in relation to your product or service. This research is useful in developing your digital campaigns in order to effectively meet the needs of your audience.
- Blog Comments – Are comments on your blog enabled? If not, you need to ensure that they are. Reading through blog comments helps you to discover any questions your audience might have and what interests them the most.
These are just a few examples of how to conduct a pre-research campaign, however you can always use other tools that are relevant and effective for your brand to achieve the goals set for your digital campaign.
Ultimately, a pre-campaign research will help you to:
- Understand and appeal to your target audience
- Pick the right keywords
- Craft your strategy
- Choose your content type and format
- Show your ads at the right time
- Attract the right people
- Drive audience to the right landing pages
- Maintain an optimal budget
2. Data Collection Throughout Campaign
According to Mediatoolkit, people upload more than 1,000,000 social media posts every 60 seconds. For your brand, you need to know which ones are about you, especially during your digital campaign. Thus, data collection is important. This can be done through digital analytics, customer feedback, online surveys, social media monitoring etc. to determine how consumers are interacting with your product or service.
Social media monitoring in particular involves keeping track of your brand’s mentions and engagement and responding appropriately. It also helps you understand how your different types of content are performing. Social media monitoring makes your customers feel heard and supported and therefore, increases interaction with your brand. You can also use it as a form of competitor analysis and see what people are saying about your competitors and how you can step in to offer your brand’s products as an alternative.
All in all, data collection throughout your campaign is essential in understanding how your brand is performing, know areas of improvement and make strategic changes and planning the strategy for future campaigns.
3. Analysis and Interpretation Post Campaign
After all those weeks of working hard, it’s finally time to analyze whether your digital campaign was successful or not through conducting a Post Campaign Analysis (PCA). This will help to:
- Understand elements of the campaign that worked or not
- Determine how your target audience responded to your campaign
- Review the effectiveness of the campaign against your initial objectives
- Provide valuable insights and recommendations for future campaigns
There are four key steps in a PCA:
I. Review the campaign’s strategy and objectives – go through the intended goals for the campaign and weigh them against how the campaign performed.
II. Break down results by channel – whether you used social media or your website as a campaign channel it’s important to analyze the different digital activity of each and how they performed.
III. Provide key take-aways – Formulate the main themes and take away points from the report. For example: Content is King – From the above, we have seen that visual content resonates more with the audience. Or Use more channels to generate efficiency – Optimize a variety of platforms for wider reach and engagement with content.
IV. Recommendations – This analysis section should highlight the major recommendations for next steps. This could include: A refined target persona, a change in your creative approach or a revised budget. It involves reviewing the campaign results versus the initial goal, highlighting successes and failures and providing ways to improve future campaigns.
RED BULL “SUMMER EDITION” CAMPAIGN
Platform Used: Instagram
About the Company
Consumers have been “given wings” for well over 30 years by Red Bull. Their original energy drink can be found in over 170 countries, so it comes as no surprise that the company has sold over 60 billion cans of their famous drink. Since their humble beginnings back in 1987, the brand now has 16 flavors of energy drinks to cater to individual tastes and preferences.
To drive awareness of the extension of the brand. The goal of their Instagram campaign was based on boosting awareness and sales of their tropical flavored “Summer Edition” energy drink for the Australian market.
With a firm focus on simplicity and brand building, Red Bull paved the way for their actual campaign with a promotional teaser just before the summer hit. To get audiences focused on the new look of the cans, they incorporated yellow filters across a range of images and videos portraying typical summer days. The brand was twice as likely to be associated with the #thissummer hashtag trend as any of its nearest competitors.
- 10-point lift in top-of-mind awareness
- 9-point lift in favorability
- 7-point drop in the unconvinced market
- 1.2 million Consumers reached
There’s a massive market for campaigns launched on social media sites, and the power Instagram can have in driving engaged users is notable. In order to leverage the full power of a social media campaign on Instagram, you need to understand how consumers use social paths so that you can use them too. Red Bull did this with their #thissummer hashtag.
With all this in mind, how relevant are research based digital marketing campaigns to the future of digital marketing?
With the evolution and growing popularity of digital marketing, market research has never been more important. It will help you identify your target audience and conceptualize the right digital campaign that will speak to them. It also reveals which platforms your audience are mostly active, enabling you to tailor your content appropriately. In addition, through market research, you can discover what your competitors are doing right or wrong, identify the digital marketing gaps and create a better campaign strategy.
Ultimately, extensive research, when done properly, can be extremely useful in creating effective digital campaigns that will see your brand thrive.
#MarketResearch #DigitalCampaign #DigitalMarketing