Structuring marketing efforts with campaign, are you doing it?

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Structuring marketing efforts with campaign, are you doing it?

1024 536 Dialog Insight

As recently as Tuesday, I had a discussion with the HR manager about how we could improve our visibility. All this in order to help recruitment. To simplify our efforts, I proposed that we work by campaign. For example, we would have one on promoting our values, another on culture, and a third on internal activities. The manager found the whole thing interesting, while indicating that it would help her brainstorming.

Actually, this way of structuring my reflections as a marketer has quietly inserted itself into my work methods. Thinking in a way that lets you gather ideas under a bigger theme is really a simpler way to function and focus marketing efforts.

In this article, I will cover the reasons why reflection by campaign is an asset to put in place.


What do I mean by the word campaign?

The term campaign comes directly from the world of communication. More precisely, it is the advertising agencies that have used it for a while now. In the same year, a company can set up several advertising campaigns that will cover multiple topics. These can also change each year, depending on the brand’s goals.

Thus, these major themes have different objectives, and therefore require a very different deployment. This makes sense, since an advertising campaign can be televised, mobile, web or graphic (ex: posters) but continues to share a common line of communication.

By remembering that a campaign is a series of different activities in nature, which share the same objective (or objectives), and the same communication axis, we can totally use it for marketing.


Why plan by marketing campaign

  1. Aligned with multichannel thinking

As in advertising, marketing touches on several communication channels. Let’s name emails, social media, webinars, offline events, downloadable resources, forums, and more. In fact, there are so many that the need to set up campaigns becomes paramount.

This way of thinking about marketing communications fits directly into the need to be multichannel (different from omnichannel, which referenced all the business channels at the same time). A campaign can then be deployed on the channels that are most appropriate to it, while keeping a clear line between the other elements of the campaign.

For me, this is the best way I have to evaluate the touchpoint to develop according to the topics that are important to me at different time.


  1. Know how to organize (alone and in a team)

Although the previous point has a lot to do with communication, campaign thinking can happen far upstream, especially in strategic thinking. For example, a marketing exercise could determine 5 focus campaigns for the year.

These 5 campaigns could vary between the visibility of the brand, the development of a new service offer, the increase of sales of a BU, etc. In addition to the communication aspects of it, a strategic campaign has to incorporate other areas, including marketing research, the assignment of resources, the selection of employees who will take charge, etc.

This last aspect seems important for me to develop. Indeed, I find that assigning a campaign to a team or a person is easier. They have the responsibility to develop sub-campaigns that keep the same method explained above. They are the leaders in thinking about deployment, resources, and strategic and tactical choices to be made.


  1. Stay relevant (follow trends)

Working by campaign helps to stay relevant. It is possible to easily adopt the trends that are coming, and not to follow those that leave. It is also a way to insert new elements in a structured way. This is done based on existing efforts (is there an existing place for a new item ?) or by creating a new campaign (should we create a new place for this item ?).


  1. Knowing how to measure (easier to locate)

Having several small projects running at the same time can become difficult to track. It is less so when you look at a ” bigger picture ”. This is actually what campaign planning is all about. In my opinion, the performance evaluation is much simpler.

For example, instead of looking at a channel as a whole, like social media, you look at it in one aspect. Since some channels are useful for some type of actions, but not for others, avoid putting them in the same boat. So we couldn’t say that social media is bad for all communications. We would rather say that a single social media is particularly interesting for recruiting, but not for sale type promotion. These findings are possible only if we target what we want to know!


  1. Orient the progressions (evolve over time)

Finally, a campaign progresses much better in time compared to a list of activities not connected to each other

First, according to the initial schedule, a campaign can be evaluated every week, every month, every quarter, or once a year. Campaigns can also be evaluated together or only one by one. This then includes a frequent analysis of messages (effective communication axis?) and channels (are they relevant for the purpose?)

These elements can also evolve over time. If we go back to the HR objective mentioned before, I do not think a campaign on corporate culture will die. However, it will definitely change over the years. As a result, it is the actions and content inside the campaign that will change, but probably not its overall objectives.

All of this makes it much easier for marketing teams to keep up with the efforts, and to take ownership of the success of the campaigns assigned to them.


Get the tools to simplify marketing campaigns

To plan by campaign, you have to be well organized. There are always several in progress. Some will last a few days, or weeks, while others will be continuous. It is necessary to know how to dose in frequency, and also by channel.

My best advice is to use a marketing calendar that allows you to clearly visualize the actions of the week, and even the month. Although there are several calendar tools available out there, the best alternative would be if it could connect to your marketing tools. No need to enter everything manually, since things are automatically inserted.

This is the project that Dialog Insight has been working on for a couple of months. On October 25, the Calendar feature went live. I have been using it in beta mode for a while now, and I consult it every day. This is to say how much I find it useful for my planning.



What I want to say is that I can easily manage my multichannel campaigns. At a glance, I can see upcoming actions (SMS, web and mobile push notifications, contests, landing pages, etc.). In addition, all these elements are automatically integrated in the calendar, since they are scheduled from Dialog Insight itself. It’s also possible to plan future actions, such as an email, and then edit it at a later time, closer to the sending date.

In parallel, I can also add actions manually, like the events I’m going to participate in. Finally, visual elements can differentiate actions, such as colors and shapes. You can also manage different views of your activities based on criteria available in the platform.

For me, working with such a timely schedule makes it much easier to do the planning work on a monthly basis. I can manage my sending frequencies more easily, and avoid sending too much communication. Thus, it prevents me from falling into the trap of doing silo marketing!


To wrap it up

Campaign thinking is a high-level topic, I know. You may even do it unconsciously. I still hope this article has opened you to a way of structuring marketing in a more orderly way.

If you are a Dialog Insight user, think about your next actions in terms of campaign. First, think about the goals, then the content and channels to select (mobile and web push, emails, interceptors, etc.) now available in the platform. You’ll have much better results, I’m sure!



Vous êtes nouveau sur Dialog Insight ?

Cette formation vous apprendra les notions de base afin de pouvoir lancer vos premières campagnes et être efficace rapidement.

Contenu de la formation DÉBUTANT
Débuter avec Dialog Insight Éditer des courriels
Optimiser la livraison de courriels          Segmenter et cibler des contacts (1 de 2)
Gérer les données clients Analyser les résultats d'une campagne
Préparer une campagne  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


Vous êtes responsable des campagnes ?

Ce parcours marketing vous aide à peaufiner vos envois et à optimiser vos résultats.

Contenu de la formation CAMPAGNES
Optimiser la livraison de courriels Personnaliser les contenus
Préparer une campagne Utiliser le marketing social
Gérer une librairie d’images Utiliser les tests A/X
Éditer des courriels Inspecter le rendu et les variantes du message
Envoyer des SMS et notifications mobiles      Analyser les résultats d'une campagne
Segmenter et cibler des contacts (1 de 2)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

1 à 1

Les stratégies de personnalisation vous attirent ?

Découvrez les étapes de mise en place d’un marketing personnalisé et ciblé ainsi que son utilisation en temps réel.

Contenu de la formation 1-à-1
Créer une libraire de contenus Personnaliser selon le cycle d’achat
Développer des campagnes automatisées Segmenter et cibler des contacts (1 de 2)
Créer des scénarios déclenchés par des actions en temps réel (triggers) Segmenter et cibler des contacts (2 de 2)
Personnaliser les contenus Inspecter le rendu et les variantes d'un message
Dynamiser le contenu (ex : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


Vous cherchez à comprendre vos résultats ?

Apprenez à analyser vos résultats, à connaître vos clients et à utiliser l’intelligence d’affaires pour offrir des contenus pertinents.

Contenu de la formation ANALYTIQUE
Identifier les meilleures sources d'acquisition Évaluer le rendement
Suivre les visiteurs sur un site web Sonder la clientèle
Explorer le cycle et les intérêts de la clientèle Utiliser les tests A/X
Définir des règles de scoring et des personas Analyser les résultats d’une campagne

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


Vous avez une boutique en ligne ?

Ce parcours vous aide à offrir une expérience client enrichissante à vos acheteurs et à augmenter vos revenus de ventes.

Contenu de la formation E-COMMERCE
Combiner marketing et E-Commerce Évaluer le rendement
Développer des campagnes automatisées Ajouter des données au profil du client
Personnaliser selon le cycle d’achat Créer une librairie de contenus
Dynamiser le contenu (ex. : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Génération de prospects

La génération de prospects qualifiés est un défi pour vous ?

Utilisez des stratégies web performantes pour acquérir de nouveaux prospects et augmenter vos taux de conversion.

Contenu de la formation GÉNÉRATION DE PROSPECTS
Développer des pages de destination Créer des processus d’affaires intelligents
Faire l’acquisition et la mise à jour de contacts Sonder la clientèle
Ajouter des options interactives aux formulaires Identifier les meilleures sources d’acquisition

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


Vous êtes responsable de l’implantation ?

Ce parcours vous apprendra à configurer la plateforme, à gérer les utilisateurs et à synchroniser vos données.

Contenu de la formation ADMIN
Débuter avec Dialog Insight Personnaliser l’expérience utilisateur
Configurer Courriel, SMS et notifications mobiles Gérer les données clients
Développer un marketing distribué Optimiser la livraison de courriels
Définir les règles de sécurité et d’accès Ajouter des données au profil du client
Synchroniser les systèmes  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


You are a new Dialog Insight user?

This training course will show you all the basics to get you going quickly and send your first campaigns.

BEGINNER – Training outline
Get started with Dialog Insight Edit emails
Optimize email delivery Segment and target contacts (1 of 2)
Manage client data Analyze campaign results
Prepare a campaign  

Duration: 2.5h
Location: Online or onsite

Enroll me


You are in charge of campaigns?

This training course will help you polish your messages and optimize your results.

CAMPAIGNS – Training outline
Optimize email delivery Personalize content
Prepare a campaign Take advantage of social marketing
Manage an image library Use A/X testing
Edit emails Validate message previews and variants
Send SMS and push notifications Analyze campaign results
Segment and target contacts (1 of 2)  

Duration: 2.5h
Location : Online or onsite

Enroll me

1 to 1

You want to know all there is about personalization?

Discover how to implement a personalized and targeted marketing campaign, and how to use it real-time.

1 TO 1 – Training outline
Create a content library Personalize content based on buying cycle
Develop automated campaigns Segment and target contacts (1 of 2)
Trigger scenarios based on actions Segment and target contacts (2 of 2)
Personalize content Validate message previews and variants
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location : Online or onsite

Enroll me


You are looking for answers in your results?

Learn how to properly analyze your results and better understand your clients in order to offer more appropriate content.

ANALYTICS – Training outline
Find the best acquisition sources Estimate ROI
Track website visitors Get client feedback
Explore client cycles and interests Use A/X testing
Define personas and scoring rules Analyze campaign results

Duration: 2.5h
Location : Online or onsite

Enroll me


You have an online store?

This training course will help you offer buyers the best possible client experience, as well as increase your sales revenue.

E-COMMERCE – Training outline
Combine marketing and E-Commerce Estimate ROI
Develop automated campaigns Add data to client profiles
Personalize content based on buying cycle Create a content library
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location: Online or onsite

Enroll me

Lead Gen

Generating qualified leads is your everyday challenge?

Use efficient web strategies to acquire new leads and increase your conversion rate.

LEAD GENERATION – Training outline
Develop landing pages Create intelligent business workflows
Acquire and update contacts Get client feedback
Add interactive options to forms Find the best acquisition sources

Duration: 2.5h
Location: Online or onsite

Enroll me


You are responsible for implementation?

This training course will teach you how to configure the platform, manage users and synchronize data.

ADMIN – Training outline
Get started with Dialog Insight Personalize user experience
Configure emails, SMS and push notifications Manage client data
Develop distributed marketing Optimize email delivery
Define access and security rules Add data to client profiles
Synchronize systems  

Duration: 2.5h
Location: Online or onsite

Enroll me