Ad Campaign Development
What Is It
Interactive media channels are enhancing the way companies sell to customers and talk to clients. The new technology allows companies to target customers as segments, gather immediate customer feedback, measure results and send personalized messages that demand more attention from customers.
Effective ad campaigns still rely on the “big idea,” but their results can be much greater when developed with strategies in mind that involve both online and offline components that work together. Online strategies and channels allow companies to immediately test creative concepts and offers to determine which strategy gets the best results.
Your ad campaign should start with a plan and tactics that have resulted from market planning and high-level company directives. (Many times companies will define these directives following a SWOT (strengths, weaknesses, opportunities and threats) analysis. If the tactics involve an ad campaign, the creative brainstorming process begins to find the big idea. Once the idea is approved, the media channels are selected, the ads and communications are produced and the media planning and buying begins. Other tools can include:
- CRM Systems Sales Force Automation
- Content Management Systems
- Configurators
- Lead Management Systems
- ROI/Metrics/KPI Tracking
- Business Intelligence Systems
- Online/Offline Surveys
- Online Product Catalogs
- Web Analytics
Campaign management can include the overall coordination of these many data “channels,” but it can also include campaign management for individual Web-centric online and offline marketing efforts (promotions, product introductions, brand building, etc). You need a company that understands these data channels and can convert them into clear, compelling and measurable Web-centric strategies with a known return on investment.
How We Can Help
The end result of the Sundog campaign management process is that marketing and IT come together to deliver ROI; capture customer attention; integrate data across your company; allow for rapid, effective deployment; and give you better information for decision making. You get results online, offline, and bottom line.
According to an Accenture study of marketing heads in the U.S. and U.K., here are their top four concerns:
- Nearly 75% say their company is unable to measure a campaign’s ROI
- 70% say it is difficult to capture customer attention
- 65% struggle to integrate data across the company
- 58% say traditional campaigns take too long to implement
“Customers use new sources of information to build impressions and make decisions…yet marketing executives are not equipped with the tools they need to keep up with the changing customer expectations,” said Pat O’Halloran, partner at Accenture’s Customer Relationship Management practice.