There is no one-size fits all blueprint for a digital marketing campaign. Each campaign should be defined by the audience and marketing objectives, and that in turn needs research to understand it -which will then determine the most effective channels and techniques to deliver to the audience in a way that will reach and resonate with them.
This is the key message set out yesterday by Libby Zbaraska, Account Director of award-winning PR and communications agency, Refresh and Lottie Buckley, Senior Account Manager at Refresh in a CMA webinar chaired by Chris Ashworth, Founder of Competitive Advantage Consultancy.
They have found that the lines between different marketing channels are increasingly blurring and that the most effective approach is an integrated approach, making the use of all the different channels that you have at your disposal and maximising your content and messages across each of them.
However, this needs to be led primarily by your audience and your marketing objectives. What is it you want to achieve, who are you trying to reach, what spaces do they occupy, and what sources do they trust and consult for information?
Once you are clear about this, the activity and channel delivery should be built out from there and every message and tactic included should interweave to reinforce your values if you are to achieve genuine buy-in from the audience.
Libby and Lottie demonstrated the value of this approach with examples of the work they have done with Samsung Climate Solutions on heat pumps and air conditioning and Polypipe Building Products around changing building regulations that used a video from a boxing gym in a game show style to cut through effectively to the installer audience.
