A media campaign is defined as a set of strategic activities that promote action. It is used to promote a service, product or brand. Provided that it benefits from various means of communication such as television channels, social media platforms, and others. To achieve the desired spread and effect. The question is here: When do media campaigns become a necessity for organizations?
What are the objectives of media campaigns?
In fact, the objectives of the media campaigns can be summarized as follows: Increasing revenue and number of users. Promoting or launching a new product or service. With improving brand awareness of the user Knowing what the target audience wants. Minimizing negative news about the brand.
On the other hand, there are many means used to promote the media campaign. Although the choice of medium is related to the content of the messages and the nature of the company’s brand. It may use print media such as newspapers and social media platforms. Such as Facebook, online advertising and email. Personal demos.
What are the types of media campaigns?
In general, the types of media campaign differ. Including: Digital marketing campaigns, which have become the most used to keep pace with the digital development of our time. As many people spend more time on the Internet. This type includes advertising on websites and social media platforms.
Despite the digital development, radio and television campaigns are still in demand and effective. The same applies to direct mail campaigns, which can have the effect of decreasing the number of their users. This means that the campaign will be more visible. and responded to by the target person.
With the large number of marketing companies, the need to think outside the box to promote a service or product has become. For example: Tom Shoes’ media campaign deliberately throwing 5,000 folded business cards into public areas. It also printed a color photo of a portion of the $100 bill that aroused people’s curiosity to pick it up. With a promise to donate shoes to whoever buys them.
Some of the types of media campaigns that are no longer used, despite their feasibility in the medium term: “Customer Referral” campaigns that rely on existing customers recommending a service, product, or company to their friends or surrounding circles. Despite its effectiveness, marketing companies no longer rely on it.
Sometimes a media campaign is launched to reduce the damage done after promoting some negative news about the service, product or company. Before launching the campaign, marketers must gather information in the market about customers and competitors in the same field. With a time frame for the marketing campaign and its cost.
What are the steps of the media campaign?
In fact, the media campaign is based on a number of steps. As following: Determining the main objective and sub-objectives. Determining the target groups. Monitoring the interests of the target audience. Determining the partners, whether means or persons. Providing content with a variety of templates that fit every media medium. Determining the time and financial plan. Following up on each phase on a rolling basis.
Finally, from the specifications of a successful media campaign: Following-up the extent of customer satisfaction with services, products or the company periodically to identify strengths and weaknesses in performance. With the flexibility to make any modifications or additions. With the need to avoid repeating any mistakes and develop performance in general if necessary.
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