Product

First, you need to decide on the product or service the campaign will be targeting. It is easy if the marketing campaign is being prepared for an already defined product. Alternatively, look at all the products lineup that your company offers and choose just one product or a group of related products.

Geography

Second, check the geography dimension. It is also better to choose a separate or a more targeted geographical area. There is a possibility to launch a worldwide campaign. But a more targeted geographical segment is always preferable.

Customers

Third, think about the targeted customer segment. It is important to clearly define your customer, targeted customer group, or client segment. With the dimensions strategic approach, go along the line of all possible customers and customer segments:

• on the most high level define them in broad terms, e.g. whether these are companies or small businesses or retail segment customers – let us assume in this example that retail segment was picked up;
• on a level down, define your customers according to the next characteristic like age or gender;
• another level down, urban or rural customers;
• further detailing, chose the income level, particular trades, or some other general trait of this customer group;
• finally, it is important to look at the more specific customers characteristics like wellness-oriented customers or eco-friendly customers, etc.

Channels

In the broad sense, the most crucial dimension to look at for a successful launch of a marketing campaign is the channels dimension. Usually, this is the most tricky question after the customer segment was decided upon as most campaigns use the multi-channel approach.

Nevertheless, the general strategic method of dimensions should be used here as well:

• go with the most high level dimension of what channels to use, e.g. the internet, newspapers, TV, radio, and so on;
• after that, you go the level down, and if this is the internet, choose from creating a website, Google Ads search campaign message boards, influencer marketing, social media;
• then you go further level down you go with other campaign characteristics, including content type, keywords, audience contact frequency, etc.

Technology

You also could go through the technology channel as it is one of the standard dimensions in strategic analysis. However, it is mostly related to the channels dimension. So you can easily describe the technologies used for your marketing campaign.

Essentially, these are the most important strategic ideas to consider when you’re launching a marketing campaign. Of course, this is just a start. But it is great to sit and think and brainstorm with your team what choices there are for all of these dimensions.

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Then there is an even bigger problem. We know that a person will make long request concerned a business. Short request will include a lot of non-target audience keywords. However, we extremely lose our audience reach dua refining request. Let’s check on the example of the popular business keyword “Marketing”. A “Marketing” request include results for students, children, housewives, company employees, business owners, etc. We had clarified the request. Requery “marketing” was added one word that could potentially be attributed to business. Let’s call this the second level of queries. We have determined that on the second level, the most popular queries make up only 4% of the “marketing” request. However, queries at the second level generally produce results that do not satisfy a person from the business area. Most likely, this person have to clarify the request with one or even two additional words (third and fourth levels, respectively). At the third level, the most popular requests make up 6% of the requests at the second. The number of requests with four words compared to the third level requests are less on 70%. As a result, the specified with 3 more words “marketing” requests make up only 0.2% of a single word “marketing” request.

What do we get as a result? Using one keyword does not separate business request from others. Such requests will not attract the target audience, and the advertising campaign budget will simply be wasted. On the other hand, bringing in additional semantics reduces the number of requests. In this case, the target audience may simply be lost. It becomes clear that business request should be long tail and their number should be not just large, but very large. Marketers should spend more time researching such requests. However, the competitiveness of the advertising campaign is greatly increased.

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