If you’re in marketing, there is a term which is, thrown about quite often and quite loosely and that is ‘campaign’. Everyone in Marketing & Communications seem to be constantly running campaigns, however I feel that it is better to take a step back and first understand what a campaign really is.
According to Merrim – Webster, a campaign is defined as “a series of activities designed to produce a particular result”; as such it compromises of a series of actions or steps that implements your tactics that have come about in support of your overall marketing strategy.
So to further clarify, this is how it would be:
You are launching a new product on the market; therefore:
Business Objective: Increase Brand Awareness by X%
Strategy: Establish social presence for new product
Tactics: Set up Social media accounts and grow followers by x% and engagement by x%
Campaign 1: Run Social Media Competition
Campaign 2: Social Media advertising – Promoted Page
Campaign 3: Social Media offer
So from the above example it can be understood that a campaign is a specific activity, designed to achieve a set result. There can be one or multiple campaigns all to support a specific strategy tactic, however the main difference to note is that a campaign is to achieve a set goal, so it has fixed KPI’s associated to it, and runs for a set time frame.
Now if I was to take another example, for many Digital Marketers, search marketing is one of the first channels we turn to for advertising, more often SEM rather than SEO. It is always good practice to keep Google Ads on-going especially if it relates to the brand or generic level searches. This is sometimes referred to as a ‘brand campaign’, while it does support the overall brand, it is not necessarily a campaign as it is firstly on-going , usually throughout the year, and secondly there are no specific actions associated with it besides constant optimisation. The same goes for SEO, can it be defined as a campaign? Well…. while SEO can be done as a tactic (for a specific offer or promotion), usually keeping in mind the length of time it takes to optimise and see the results it is not always advisable, also the results of an SEO campaign is long reaching, so once optimisation stops, the results take some time to disappear from Google, therefore I would not define SEO as a campaign.
To clarify a campaign does not necessarily mean a short term activity, it is not the term but having a defined term which makes the difference. A campaign also does not focus on only channel but can also be multiple channels, offline and online, as long as each channel has a specific role to play and at the end there are specific KPI’s determined.
While I hope this post clarifies the use of the term, the main purpose was to discourage the use of jargon when more simplified communication not only makes the activity easier to understand, but can deliver better results when they have more specific meanings.
What other words have you heard being used often and without a specific meaning?