Mobile marketers love to highlight the many benefits of a well-designed marketing plan. However, many campaigns still fail due to poor research, a lack of goals, and missed opportunities. How can marketers continue to get it wrong when so many how-to articles, case studies, and data insights are available on the internet?
As you might expect, there are many aspects to a successful mobile campaign. We will now look at the critical elements of a well-planned marketing plan. This will ensure you get the best return on your investment and move the needle.
Past campaigns: pros and cons
You may be the key to success. It is hidden deep within your data from past campaigns, just waiting for your dissection!
No matter what industry or how bad your campaigns were, it doesn’t matter what. A post-mortem can provide valuable insight into your campaigns and help you decide whether to repeat them.
It is essential to take into account the following:
What were the goals that were met, and what failed? (And what are the root causes of these failures & successes)
Consider which channels generated the most conversions but not necessarily the highest revenue. These can be used to help you plan your future projects.
These processes were slower than expected. This helped to identify the problems in time management and improve employee efforts.
Campaign analysis and optimization
An essential step to improving your campaign’s effectiveness is to analyze it. You are likely already collecting data through various channels such as Google Analytics or KissMetrics. This gives you lots of data to explore.
Your campaign converts well through content marketing, social media traffic, and email marketing. Your AdWords campaign’s organic traffic needs to reach its goal.
Although there could be many reasons why traffic isn’t flowing to your site, you find out (after looking into the data) that some keywords used in the ads could be more specific. This means that a lot of traffic is leaving your site because the results differ from what they seek.
You have identified a problem in the campaign using your data.
You use the current keywords to guide you in your keyword research. Next, you will identify longer-tail keywords more relevant to your landing page content and introduce them into your AdWords campaigns.
Your AdWords conversion rates have increased by 0.5% two weeks later. Result!
Although many of your problems and the necessary solutions will be challenging, you must consider this method.
Clymb is an example of such an ecommerce company. They had a regular email marketing campaign but weren’t getting the desired results.
The campaign goals were to increase clicks, opens, and conversions in the short term while focusing on brand loyalty over time. Although they had lots of content, the team needed to have used customer data to increase revenue and lifetime value. They looked at their data and current processes to find out how to create a more personalized email experience for their recipients.