This article tells businesses how to successfully manage a marketing campaign, how to set achieveable objectives and a realistic budget, and how to monitor, control and improve their advertising programme. I think this really drives the point home that it is crucial to understand what you are working towards befor entering into any marketing or advertising campaign. You need to have set objectives that are realistic as well as measurable. This is so that you are easily able to assess your campaign and know how to alter it accordingly. It is very important to assess the effectiveness of your campaigns otherwise you will just be wasting precious time and money on something that isnt going to benefit your business in any way.
"Jaw-dropping social campaigns are no accident; they're the result of an intentional, strategic framework that's both scalable and accountable."
Summarized and condensed...
Attaining that "wow factor" isn't mutually exclusive with delivering measurable business results, but it requires tackling the following five steps:
The framework. Specifically, you need to spend as much time as you can clearly defining your overall marketing objectives…Nothing derails a marketing machine faster than a campaign that - however awesome it looks on paper - takes away from the overall focus of your company.The concept. The concepts are…a direct result of intense problem solving: What are my objectives (from step one), and what's the most creative and effective way to achieve them?The experience. Every concept must pass the human test. I cannot emphasize this enough. Every social campaign you create must absolutely resonate on a basic, human level.The measurement. Get to know your analytics tool really well. Make sure all your digital properties are tagged appropriately. Create unique campaign IDs that allow you to measure the engagement on every single tweet, post, and update. Walk through the entire user journey yourself - and then dive back into your analytics - to confirm every action is captured, from first click to conversion.The content. I've intentionally left content to the very end. The reason: just as the creative concepts are the result of clearly defined marketing objectives, so content is a direct result of a clearly defined concept and user experience.
This article basically reinforces the importance of objectives in marketing. It gives 5 steps ("the anatomy") to create a successful B2B social marketing campaign. These are 1. the framework, 2. the concept, 3. the experience, 4. the measurement, and 5. the content. These five steps talk about B2B marketing in terms of social media, but I think they apply to all areas of marketing. In order to have a successful promotional/advertising campaign, you need to begin woth setting objectives so that you know what you are working towards, and you need to know how you are going to measure these objectives. These objectives also need to align with your businesses overall vision and goals. This is very important in creating effective marketing, and this is what this article is trying to get across. It also brings up the idea that in B2B marketing, businesses often only focus on making the sale instead of treating their clients as though they genuinely value them. I think this is a very interesting point and could be very valuable in the way of being more successful in B2B marketing by treating your clients as individuals instead of just another sale.
It is also important to recognize that many different outside factors affect consumers' emotional responses to advertising. Consumers' brand loyalty to products, for instance, can be either a hindrance or an advantage for ...
Consumers emotions are very important for marketers and advertisers as they affect purchase habits. Advertisers need to realise the importance of emotions, as although consumers may think they are making a logical decision when making a purchase, the final decision as well as the decision making process are always effected in some way by their emotions. The article points out that even in a high-involvement purchase situation, such as purchasing a car, the consumer will still act on their emotions as well as logic.
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