5. Web campaigns
A web campaign is a direct marketing program on the internet driven by pay-per-click/action advertising, promotions or direct email marketing. It uses live keyword and customer activity data.
This may run alongside an existing website and/or use mini-sites or social media landing pages.
Campaigns typically aim to sell a product or service, but not always. They are ideal to test a concept, check assumptions, do research or exploit a short-term opportunity.