How It Works: Digital Marketing Campaign Planning
Marketing program can be developed for the company’s management, as well as for the lower levels of an organisation. In the first case it represents a terse, compressed document that singles out the most important areas of the complex of measures planned. In the second case, the program is reflected in details and includes all the necessary graphics and specific tasks, e.g. the partners to schedule the meeting with first quarter of the year or some proposal or offer.
Marketing campaign duration
Marketing programs are divided into short term (1 year), medium term (2-3 years) and long term (3-5 years or more). Long-term programs for marketers recommend terms that may be provided by reliable data on trends in the development of all the factors used in the projections. Compilation of reliable forecast is a difficult task, since the behavior of competitors, the course of new technologies development and the uncertainty in the demand constantly impose the imprint on the changeable market situation.
If you are playing the ball with some innovators – Canadian Gravitatedesign or HTP digital marketing Manchester agency, specialising in top star promotion campaigns, they will still provide long term strategy development services.
When developing a short-term program, every three months a set of adjustments is typically needed to be made due to unforeseen inner and outer changes. If the program is designed for 2-5 years, its detailed revision is carried out annually.
The mentioned above HTP digital marketing agency Manchester typically initiates the development of two types of programs: short and long term one. The short-term strategy is characterised by minuteness and operativeness, while the long-term strategy mainly features strategic directions. In this case, short-term program is considered as a long-term strategy component: it is mobile, specifies long-term objectives and provides an opportunity to make changes to the planned activities.
The adjustment options
Even if a top class agency assists you in creating the strategy, the desire to adjust several parameters may come naturally. Therefore, the company may consider the option of changing its strategy in the following cases:
- The strategy doesn’t provide satisfactory performance in sales volume and profits
- The competitors change their strategy dramatically (other external factors interfered a business)
- strategy objectives are met and the plans are carried into effect
- the customer preferences or tendencies changed radically
- the opened prospects for increasing company profits emerged.
The strategy can also be change if market reorientation takes places or the management initiates creating new products, new promotion methods and etc. The company can utilise different types of marketing strategies simultaneously depending on the types of products, market conditions, competitors’ behavior or types of segments and markets.
When developing a marketing program, a savvy company takes into account the conditions, prospects and constraints in the development of the market as well as the internal development of the enterprise, the need to adapt to changing market demands and active influence on the formation and expansion of market demand. Seasoned marketers calculate the most appropriate options taking account the acute market requirements and the recent influences on the formation of new needs or market segments. At the same time the strategy takes into account the long-term conditions in either event.
Of course, the development plan of the enterprise may be way more extensive than the marketing program; it is likely to contain financial aspects, personnel policy and etc. However, the marketing program is often seen as the basis of an overall plan of the enterprise, which defines activities in all the economic and social spheres.