The Marketing Corner: Building Effective Digital Campaigns

May 17, 2015 Updated: May 18, 2015

Today, content marketing has an expanded meaning.

Its definition can now be defined as content generated by marketers to showcase ideas and communicate to the consumer to drive demand. However, just to be in the content game is more than developing the assets (blogs, videos, email, webinars, etc.). One must be an expert in capturing, engaging, and converting the desired audience.

For marketers, this process has become a much more involved process. One not only needs to craft a campaign that has impact but the bigger issue is measuring said impact.

There are a few things to keep in mind when building digital campaigns.

Understand the Buying Cycle

Many consumers have different points of entry and may take a different route to get to the point of buying.

One needs to understand the triggers that lead a shopper to becoming a buyer. Therefore, content should follow the consumer thru every stage of the purchase funnel.

Avoid Static Content

Many consumers want interaction. If you have static content, it should still have an interactive component.

Use of blogs in the end can make one guess about what may be important to the consumer. Even basic information about your business should be fun and created into easily digestible soundbites.

Think quizzes posted on social media and/or interactive wallpapers.

Quantify Leads

Determine how qualified are your leads.

The beauty of digital allows for a myriad of solutions. Here are a few thought-starters: look at providing a calculator which is a bridge between having their attention and getting them to act, and allow consumer to build their own solution.

Such solutions give you a mechanism to retarget later.

Implementing the above ideas is not difficult. After all, much of the content your business has already invested in can easily be turned into interactive content. One just needs to inventory current assets and determine if and where it fits within the buying cycle.

The key is to ensure that digital campaigns deployed allow engagement at every stage of the purchase funnel. In this manner, you can ascertain the consumer’s points of interest, easily make adjustments to optimize results, review performance metrics and the finalize campaign’s ROI.

If this is still sounding Greek to you and you prefer a little handholding, there are a few companies out there that can be of service to you.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (self-help advertising guide), available at Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: