Outline the stages of Analysis, Development, Implementation and Control of Digital Marketing Campaigns

Hey!

Today I am going to be talking about the stages of Analysis, Development, Implementation and Control of Digital Marketing Campaigns.

Analysis

The very first step in any campaign is the analysis step. It is the stepping stone to your campaign. If you do this step correct and see its benefits, it will set up the campaign to succeed. What is analysis? Analysis is concerned with looking at where we are (the company/business/product/brand etc.) now in terms of where we are positioned in the market place and what the digital opportunities are. Companies in general should conduct a competitor analysis to identify how their competitors are performing within the digital sector. Conducting an internal analysis using SWOT (strengths, weaknesses, opportunities and threats) will help identify the company's skill and knowledge with respect to digital marketing. You must decide on the specify target audience in this step and the age group of the audience you are trying to sell to. Remember the target market must also be identified with the objectives and goals that the company has in place. In this step, all of the research must be completed.

An example of where this stage could be used or implemented is by using Facebook pages. If the company already has a Facebook page set up, it would then be very easy to see what posts people enjoy the most, what posts do nothing, what age group is their main audience and what other pages are their competitors. They in terms could learn a lot about their company/product from this.

Development

This stage could also be called the production stage. In this stage, the company will have to decide what tools they are going to use such as display ads, mobile, email and social media. Social media is growing more and more and they would need to see how they could benefit as a product/business online as so many are finding the benefits of this. For the company the meet the business requirements good team work is needed as this is very important for success. This would require the team having meetings, e-mailing with questions and helping each other out with issues. This stage is very important when talking about search engine optimisation and research will have to be completed in order to understand what SEO is. As these can take up a lot of time, it is advised to only use them if the campaign will be big and long lasting over a period of time. This stage is very important as you must be able to attract people to your social media sites and platforms. The information you want to deliver to the viewers will have to be interesting to keep people coming back to read more. You should also be updating your social media pages often to keep interest from viewers. A tip to help grow and develop these sites is that you could do a survey. By giving a survey to your target market and audience, you will be able to see that they feel is good and bad and what they might wish to see.

Implementation

In this stage, you are now going to be putting together all of your findings and begin to put these into action. Planning is now important. You will have had to plan what you are going to be posting onto the social media sites you've used. For example, sites like Facebook, Instagram, Twitter, Blogger and Pinterest. At this stage, you will be launching these sites and social media pages. You must also decide on what images you will be posting, or even considering creating a logo. It will be a stressful stage as it will either be a fail or a success. Team work is very vital at this stage and it is important that the strategy is actively managed to ensure that the company stays relevant. Remember Content is Key!!

An example of where you could see if what you are posting is beneficial is on a platform like Instagram. If you have it set to a business account you are able to see the insights of each post. This is very beneficial as you can see what people enjoy more. These insights will show you the impressions, the reach and the engagement of each post.

Control

For you to have complete control of social media pages, it is very important that you share relevant pages of websites onto your own page. This is when you will find out if the campaign was a success or failure. Here you find out if all your goals where reached and achieved. You will have to conduct an analysis to identify what is and isn't working. Whatever isn't working will have to be re looked at and changed to ensure it meets your goals.

An example of how you can see if your posts are working or not is by using Google Analytics. This will measure the amount of people that are visiting your sites, how long they are staying on each post, where they are coming from and what browser they are using. Your results are given in a percentage format.