What does a successful digital marketing campaign look like? Plenty of leads? More sales? A strong conversion rate? Or, simply, a high-quality set of assets?
What if we measured the success of a digital marketing campaign by how effective its creative assets are, the extent to which the campaign is suitable for global audiences, and the ability to keep production costs low?
In today’s data-driven world, it is easy to get caught up in the facts and figures. And, while core metrics such as clicks, impressions, and position on search engine results pages do provide valuable insight, we’d like to broaden the definition of ‘digital marketing success’ to also include a series of factors more in line with modern markets.
The audience that a campaign must market to is no longer static, or in one region or country. So, the way in which we perceive digital marketing success should vary accordingly. Read on to learn some alternative, supporting criteria for digital marketing success.
How effective are your campaign assets?
Let’s begin with brand and campaign assets, the resources used to catch eyes and communicate with audiences and potential customers.
These can be anything from whitepapers and blog content to online ads and case studies – and are arguably the most critical element of any marketing campaign. After all, they’re the pictures that speak thousands of words – they’re what gets remembered.
In order to know how successful your digital marketing campaign is, you should ask yourself the following questions:
- Do your campaign assets allow for ease of brand recognition through memorable fonts, messaging, or colours? Can your audience identify your brand easily from others?
- Do your campaign assets promote brand awareness? Do they allow you to become a front-of-mind brand?
- Do your campaign assets promote brand consideration, painting your products and services in a positive light to purchasers?
These three questions determine how effective your brand assets are at inspiring a positive experience, and eventually leading to sales or conversions – the ultimate goal of a digital marketing campaign.
Is your campaign suitable for global audiences?
Another way to determine digital marketing success is by measuring how a campaign fares globally. Again, while this can take the form of engagement monitoring across regions, there is also scope to gain insight from more holistic factors.
In our increasingly globalised world, it has never been more important for marketers running campaigns across different regions to tap into important factors, such as cultural sensitivities, local trends, and linguistic differences.
The questions below reveal just how many considerations there are when going global with a digital marketing campaign. Use them to see whether your assets’ messaging and imagery are ready.
1. Have you considered transcreation & localisation?
Transcreation and localisation are forms of translation that take into account not only language, but also idioms, cultural differences, customs, and more when carrying a brand’s messaging over into different regions.
It is transcreation that allows audiences all over the world to feel as though a brand’s campaign messaging was written just for them, as opposed to for an audience in a different region and then copied across. The extent to which consumers feel ‘in touch’ with a brand’s messaging — as though it was personalised for them — is a huge factor in influencing whether a purchase is made or not.
Don’t believe us? According to Salesforce, 70% of consumers say that how well a company understands their individual needs impacts their loyalty. What’s more, a study conducted by Smart Insights revealed that 63% of consumers will not buy from a brand that uses poor personalisation tactics.
2. Have you used audience & location targeting tactics?
Similarly to transcreation, audience targeting is essential when taking a digital marketing campaign global.
If advertising in new areas, you will need to take into account the demographic change, creating clear custom audiences in Google Ads for each area you wish to target. This allows you to hone in on audience interest, behaviour and frequently visited places by location, which, in turn, allows your assets to reach the most relevant audiences,
You can find out exactly how to optimise a digital marketing campaign for global audiences in another of our blogs.
Do the benefits of production outweigh the costs?
Lastly, as we’ve established, digital marketing success is often defined in relation to external factors, like clicks and leads — that is, how many new users are interacting with a brand. However, internal factors also play a part in determining whether a campaign is successful or not.
If the production costs for a campaign aren’t economically viable or sustainable for your business, is it still truly successful?
One of the ways to cultivate a successful digital marketing campaign is to keep costs low while ensuring quality remains high, and other factors such as turnaround speed are not affected. Our Smartshoring(R) model allows brands to do just that. By using a hybrid model to connect in-country client services with offshore expertise and talent, brands can capture ongoing value for the low-cost production of high-impact resources.
You should also consider the extent to which your campaign assets are scalable, easily reproducible or able to be repurposed for multiple campaigns. Here at We Are Ament, we are able to produce high volumes of both digital and print-ready resources that can be tailored to smaller audiences or optimised for global campaigns.
Speak to us today
If you’re looking for effective, high-quality asset creation services for your next digital marketing campaign, speak to the experts at We Are Amnet today.
In the meantime, you can view our entire creative production offering here or discover strategic creative business insights on our blog.