An important practical part of the strategic approach to marketing is launching a successful marketing campaign. The basic ideas for a real marketing campaign start are relying on the strategic management approach. It includes using the strategic dimensions methodology, which is described in detail in a series of separate articles available on the internet. For a marketing campaign detailed elaboration of strategic choices, the best way is to go step by step with each standard strategic dimension.
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.
