Ch 3: Creating Digital Campaigns

About This Chapter

The video lessons used in this chapter will help you better understand how to create digital campaigns. When you've finished each lesson, you can try a quiz to test your understanding of the material.

Creating Digital Campaigns - Chapter Summary

The creation of digital marketing campaigns ensures that businesses succeed in achieving their marketing goals. Businesses aim to design strategies that will get them a return on their investments. Learn about these concepts, as well as other topics related to digital campaigns, with the aid of our instructors. Engaging video lessons will guide you through this chapter's content, while quizzes will help you test your own knowledge of the subjects. When you're done, you should be able to:

  • Evaluate return on investment, or ROI, in the context of marketing
  • Describe digital marketing's tactical communication mix
  • Identify metrics that are used to measure brand awareness
  • Differentiate between intent to buy and brand awareness
  • Summarize the consumer communication process
  • Develop effective digital ad campaigns
  • Outline the stages of a sales funnel
  • Assess the differences between owned, paid and earned digital media
  • Leverage owned digital marketing assets
  • Drive traffic and sales using online promotions and events
  • Differentiate your brand by developing a compelling advertising campaign
  • Explain the importance of contingency planning in digital marketing

12 Lessons in Chapter 3: Creating Digital Campaigns
Test your knowledge with a 30-question chapter practice test
Brand Awareness: Definition, Strategy, Metrics & Measurement

1. Brand Awareness: Definition, Strategy, Metrics & Measurement

This lesson discusses brand awareness. Strategies to increase brand awareness are provided and examples of how brand awareness can be measured are also provided.

Brand Awareness vs. Intent to Buy

2. Brand Awareness vs. Intent to Buy

Making your product or service known to your customers can be a challenge. This lesson will discuss brand awareness and intent to buy, as well as how to use digital marketing to bridge the gap between the two.

Promotion and the Consumer Communication Process

3. Promotion and the Consumer Communication Process

The marketing communication process' sole purpose is to translate the promotional message effectively to the end consumer. The communication process contains multiple components that must be planned and produced with a message that connects with the target market.

How to Develop a Digital Ad Campaign

4. How to Develop a Digital Ad Campaign

After this lesson, you'll be able to assemble a successful digital ad campaign using a few steps identified by major marketing and advertising organizations. These include defining metrics, choosing tools, finding a hook, measuring, and optimizing.

The Tactical Communication Mix in Digital Marketing

5. The Tactical Communication Mix in Digital Marketing

The digital marketer's toolkit has grown - and keeps growing - by leaps and bounds as new and creative ways of reaching online audiences are discovered. In this lesson, we'll learn about the mix of tactical communication tools used in digital marketing.

Sales Funnel: Definition & Stages

6. Sales Funnel: Definition & Stages

The sales funnel is a fundamental marketing process that sales organizations must understand. Learn how consumers move from learning about a product or service to making a purchase for the item.

Owned, Earned & Paid Digital Media: Definition & Differences

7. Owned, Earned & Paid Digital Media: Definition & Differences

Owned, earned, and paid digital media all have a place in marketing, despite their differences. In this lesson, we'll explore each one, look at some examples, and see how they differ in terms of delivery.

Leveraging Owned Digital Assets in Marketing

8. Leveraging Owned Digital Assets in Marketing

Making use of owned digital assets is an inexpensive way to build awareness and loyalty while racking up sales. In this lesson, we'll discuss the importance of leveraging - and monitoring - your website, blog, and mobile and social channels.

Using Online Promotions & Events to Drive Traffic & Sales

9. Using Online Promotions & Events to Drive Traffic & Sales

In this lesson, we learn how to use promotions and events to drive online traffic, trials, and sales. We relate the use of promotions and events to buyer behavior and cover common types of digital promotions.

Developing an Advertising Campaign to Differentiate Your Brand

10. Developing an Advertising Campaign to Differentiate Your Brand

In this lesson, we explain how to prepare a creative ad strategy and campaign message that differentiates your product or service from the competition. The right campaign differentiates a brand and builds a preference for a client.

Measuring ROI of Digital Marketing Methods

11. Measuring ROI of Digital Marketing Methods

Measuring return on investment (ROI) in marketing is critical to understanding how well your tactics are working. This lesson will define marketing ROI and show you how to determine which digital marketing methods are worth your investment.

Contingency Planning for Digital Marketing

12. Contingency Planning for Digital Marketing

It's not a question of if you'll run into a snag with your digital marketing, it's a question of when. In this lesson, we examine contingency plans for digital marketing and how you can best protect your business from an error.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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