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Six Strategy Questions for Every Digital Marketing Campaign

By Kevin Ketels
President
Kyrris Marketing

This post is part of the Digital Marketing Secrets Revealed series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

Digital marketing can be powerful because of precise targeting and interactivity, but it also means if you don’t ask the right questions, you may be throwing your money down the drain.

Whether social, search, mobile or other form of digital advertising, each has a different audience, targeting tools and technology for delivering your message. I recommend sorting through the digital strategy questions below when determining your approach.

  1. What is the goal of your campaign? What activity you would like to motivate?

The first step is to consider what you want your audience to do. Determine if you want a reaction or comment on social media, purchase, a visit to your website or completion of a website form. Each action should be selected based on the campaign’s strategic goals, such as increase awareness, drive sales or capture prospect contact information.

  1. Is your goal to reach new prospects or build relationships with existing customers?

Social media campaigns can be programmed for existing customers or new targets. The same applies to email campaigns. A constant stream of new customers is critical for expanding your revenue, but don’t forget the value of good customer service and cross-selling new products to your existing customer base.  They have already adopted your brand and are more likely to purchase from you given your existing relationship.

  1. What are the demographics or characteristics of your target audience?

For consumer and business to business campaigns, identify the demographics, location, titles (if applicable) and behavior or interests that represent your target audience. One of the most important benefits of digital campaigns is your ability to precisely select your audience. For example, with social media, we can target medical professionals who read specific types of journals, such as diabetes.

  1. Which technology platform has users that best match your target audience?

The audience for SnapChat is younger than Facebook. Twitter is used more by people of color. LinkedIn has a more affluent audience. Pinterest skews more female. Mobile health apps are used more by younger, more educated, higher income and healthier individuals. Mobile games tend to be played by teens and pre-teens. Also, consider the size and scale of each technology platform in order to measure potential impact.


MORE: Learn about marketing strategies and other related topics at the Digital Marketing Secrets Revealed, May. 3.


  1. Which technology platform best matches the type of message you want to deliver?

Some platforms are more conducive to specific types of media. Is your message best delivered in a photo, video, live streaming or text? For example, Instagram is best for photos or video. Facebook can handle text, photos or videos. Email works best for text and lower resolution images.

  1. What data points will you need in your reporting to evaluate your campaign and optimize future efforts?

After determining the consumer actions you would like to motivate, confirm you can collect this data. Next, you should know what you will do with each data point. How will it change future campaigns? If you don’t know what you can do with your data, it’s not worth the time collecting it. Make sure you have purpose in the activities you motivate, and the data you capture demonstrates if the investment in time and money was successful.

Answering these questions can help ensure your digital marketing investment is worth spending your time and money. Your responses can also help position these efforts within a larger program that incorporates traditional marketing and advertising techniques.

Kevin Ketels is president of Kyrris Marketing and an adjunct professor of marketing in the Mike Ilitch School of Business at Wayne State University. Feel free to join him on LinkedIn and Twitter.

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