All businesses know how important it is to have an effective digital marketing campaign, but very few organizations manage to implement campaigns effectively. Understanding your audience and capturing their attention is very important to the success of a brand. Here are the most important things that you need to consider when deploying digital marketing campaigns.

Setting Marketing Goals

Every digital marketing campaign needs to have an end goal that you want to achieve. Ask yourself what do you want out of your digital marketing campaigns and evaluate your Key Performance Indicators (KPIs). If you have tried digital marketing already and have failed to get the results you wanted, it is important to take a closer look at what went wrong. There are analytics tools available that you can take advantage of like Google Analytics, to see how successful your content marketing has been. Once you understand problems in your existing marketing campaigns, you can set goals that you think are achievable. For example, you could want a percentage increase in traffic on your website or an increase in conversions.

Analyzing Strengths and Failures

Planning a digital marketing campaign should never be done without proper planning. You need to identify the strengths and weaknesses of your previous marketing campaigns before designing a new one. It is also just as important to understand your competition. Sometimes it’s the case of the competition being better marketers than you instead of there being inherent flaws in your product or service. Take advantage of comparison tools to weigh yourself against the competition and see where you are going wrong.

Understanding Your Target Market

Before you set your targets for your marketing campaign, you do not want to lose sight of what your audience needs. Everything from marketing channel selection to setting goals depends on your target market. Evaluating metrics and finding out which demographic most of your audience belongs to is the first step of analyzing your target market. There are online tools similar to Google Analytics’ ‘Audience Reports’ available to understand the characteristics of your market. You can create “marketing personas” to identify what the average consumer looks like and re-evaluate your digital marketing strategy.

Preparing a Digital Marketing Strategy

There are three essential elements of a good digital marketing strategy. They include:

  • Marketing Budget
  • Target Audience
  • Digital Marketing Channels

First and foremost, the most important factor affecting your marketing strategy is your budget. You always need to work around your resources, and it’s important to know how you can make the best use of your budget. Once you plan your budget, you need to decide who your target audience is. Allocating the right amount of resources to the right demographic can work wonders for any marketing campaign. One of the best things about digital marketing is that the cost of marketing goes down significantly compared to traditional media. You have more freedom over where you want to allocate your resources. Social media platforms, email marketing, and web advertising, are all highly effective means of marketing.

Implementing a Plan

Now that you know how you can start setting up a digital marketing strategy for your business it’s important to have a plan. One of the best ways to implement digital marketing is by allocating resources to multiple channels for a short while to see what works best for you. Once you identify the right marketing channels that lead to conversions and traffic, you can pour more resources into them.


Having an effective digital marketing strategy is not the end of the road. You need to constantly evaluate your marketing efforts to see if there are new marketing trends that you can adopt or if your strategies need rethinking. The marketing world is always in a state of flux, and you do not want to be left behind in the past.

About the Author

Swati is CEO and Managing Partner at Asentech. She holds a Master's degree in Bio Statistics from Rutgers University. She has professional experience in primary research in Life Sciences, advance statistics in pharma brand marketing and advance modeling for Risk and Fraud detection. She was a part of core strategy group for growth opportunities at E&Y.