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.
In recent years, search engine marketing has evolved from a lottery into a science. It is now possible to find out exactly what people are looking for.
People use a wide range of search phrases. This is making it harder to design (optimise) a website, since keywords are many and ever-changing. Web campaigns help to plug the gap and uncover new opportunities.
Purpose
- Build a mailing list (database) of prospects and/or influencers.
- Test a concept before a program roll out or a product launch.
- Help create the conditions where business may be done (PR).
- Support or lead a multi-medium promotion.
- Seek to influence public opinion and/or sentiment (PR).
- Research/guage customer satisfaction/loyalty and decision making.
- Promote or give context to a cause (PR).