Marketing campaigns

If you want to do campaigns in marketing, you have a lot to choose from. Online, offline, new customers, repeat customers, there’s thousands of different campaign types. You will only know what’s best after you’ve tested them, optimised them. So there will be a lot of trial and error involved. And even after you bail it, things may change in time, so you’ll want to revise results.

However, you should have a strong initial hypothesis about what should work and what shouldn’t. This will make your search more targeted and easy. I’ve made a small survey of the different types of marketing campaigns, and some of the qualities of each, to help you with that.

You can find the whole survey, including the classification here. If you want to play with it and customise the attributes for your industry, you should download the file as an Excel doc, or duplicate the sheet into your drive.

Below I explain the file, which I simplified for this example.

Channels and their campaigns

  1. CRM. All campaigns targeting customers who have purchased at least once in all platform. So all converts coming from here are for repurchases. As a corollary, all other remainder channels and campaign types are for Customer Acquisition and converts are new purchases.
  2. Online Marketing. All performance customer acquisition campaigns done online. That is, scalable online channels with a pure intent to convert new customers.
  3. Offline B2B. All offline campaigns targeted at acquiring new customers in a business setting.
  4. Offline B2C. All offline campaigns targeted at acquiring new customers in a consumer setting.
  5. PR. All campaigns, online or offline, whose intent is to educate and engage new customers through a channel with a big authority (magazines, famous people), most likely without incentives or discounts.
  6. CONTENT. All online campaigns that focus on the information itself, and not the medium or person, as the means to convert new customers.

Classification

  1. Demo: the exposure of the target to the product
  2. Target relevance: who are we reaching
  3. Push / Pull: If we are being pushy, of if the customer was already looking for us
  4. Management: How easy is this?
  5. Direct / Indirect: Are we going to the customer as ourselves, or through a partner?
  6. Viral potential: is this sharable?
  7. Reach: How many people will this reach?
  8. CVR: How much will this convert, per person?
  9. CAC: What’s the cost of each conversion?
  10. Your competitor: Are you competitors doing these things? (An indication, not necessarily a confirmation of this being good)
  11. Your segment (several): How do you expect each of your segments to respond to this?
  12. Average: The attributes above are not perfectly MECE, especially Reach, CVR, CAC vs. all the others. This is because we want a nice overview of the campaigns, not a perfect score. The score is really just a fetish.
  13. Priority: This is your priority. What you want to do now, what you don’t want to do, and what you may want to try.

KPIs

  • Output KPIs. These are the lagging indicators which I frequently use for all my campaigns everywhere. They are MECE and well studied: number of Converts, Customer Acquisition Cost (CAC) and Customer Lifetime Value (LTV).
  • Performance KPIs. These are the leading indicators which can be used to control larger teams and how each campaign is doing to contribute towards the output KPIs.

Remember this is a particular survey of channels and campaigns. You should always re-interpret and discuss within your team what is the impact of each campaign in all of those attributes I picked, or others you find more relevant.