A marketing campaign is an organized action that promotes a specific business objective, such as increasing brand awareness or selling a product or service.
As our guide to marketing activities shows, marketing has become a very broad and demanding job description. Often, marketing managers are responsible for several marketing campaigns at the same time.
Because a marketing campaign relies heavily on creative input, content and marketing materials vary not only from industry to industry, but also from company to company within the same industry.
Marketing campaigns can be categorized according to the distribution outlet being used:
- Digital marketing campaignsusually involve digital advertising via search engines or social media.
- Radio and television campaignsinvolve advertising via traditional mass media.
- Direct mail campaignsare usually employed to boost sales.
- Customer referral campaignslet your customers spread the word for you.
- Print ad campaignsuse traditional marketing outlets, such as magazines, newspapers, brochures, and flyers.
In addition, marketing campaigns can be categorized by the goal of the campaign. A typical campaign involves multiple marketing channels to achieve the specified goal.
What Are the Goals of a Marketing Campaign?
When thinking about the goal of a marketing campaign, most people would probably cite increased sales. Even though this goal is the most common one, marketing can serve a series of different purposes.
In the following list, we provide the most common objectives of marketing campaigns:
Remember, whether your company is planning to launch a new product or expand the customer base for an existing product, increasing sales is the most common goal of any campaign.
Depending on budget and target audience, a sales campaign typically includes multiple sales channels such as social media, digital ads, TV and print media.
Build brand awareness
Even if you think your product or service speaks for itself, a company needs to be credible and have a good reputation to be chosen by customers.
Red Bull, for example, sponsors several sporting and music events, which puts the brand in the spotlight.
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