4.1 : Example company campaign plan
Channel: Joint Masters In Digital & Social Media Marketing
Date: 2018-08-05

http://mastersindigitalmarketing.org

Dr. Aleksej Heinze, Associate Professor at KEDGE Business School (France), Visiting Lecturer, Salford Business School, UK
Digital marketing is an ongoing process. Therefore, it is always useful to break down your calendar year into specific timelines, which could be used to reflect on the processes and procedures being used by an organization.
1. Break down your calendar into seasonal campaigns

2. For each campaign, think about the project management triangle: Time, Resources, and Scope (revolving around quality expectations)

3. Always document your actions and reflect on your results
So therefore, if organization has a certain season, so for example quarters or winter sales, or any product launches – around the particular product launch and the campaign about that, and whenever the campaign is finished, it’s very useful to go back and reflect on what worked and what didn’t. And it is essential to write those things down because next time a similar product or campaign will be launched, that plan could be reused and applied for future projects.
So what does a complaint plan comprise of? So first of all you have time constraints, you have the resources, you have the scope, and the last but not least is the quality expectations. If your resources are not available or if your time is too short, you can appreciate that your scope and all the other components will be squeezed as well. This is also referred to as the project management triangle.
 
In digital marketing, what we do is try and use project management techniques because it is a complex process and it is always evolving, and we try and learn from every project and feed into the future projects to come.
Colin Telford, Managing Partner, The Candidate Ltd, UK
So we launched our campaigns and our digital marketing activity around conferences and exhibitions where we know there’s going to be a lot of digital marketing activity and noise from social media activity through Twitter, through Facebook, and through LinkedIn, where we can really promote our research and our digital activity amongst all the promotion that goes on. It doesn’t get lost because we do everything that complements and is relevant to what our candidate base is after.
Seasonal campaigns are grouped by industry events by The Candidate Ltd
So ultimately people in digital marketing are looking for digital marketing roles and therefore the research that we release and the content that we have on our site and the different pull mechanisms to bring people to the site and apply for jobs all fits in quite naturally with the different elements that are going on at that conferences and exhibitions. So we use, as an SME, other bigger opportunities and other bigger areas and events as a vehicle really to give us even more promotion, more PR and, therefore, more of a response from our digital marketing activities, which works really well.
Alex Charalambidis, Digital Marketing Strategist, MONKS, Greece
First of all you have to see what is the available budget but also what is the budget you have to have. Let’s say if you are in a competitive industry, because search is working like a stock market, OK, it’s based on how much you are willing to pay, it’s based on bidding, and relevance, of course.
Digital marketing campaigns are always relative to the actions of competitors

For example, in Pay Per Click (PPC) campaigns, the budget of the competition can affect what campaigns you use
So you can see which is the average spending of your competitor. So if your competitor, let’s say, spends more that 10K per month, and you don’t have this amount of money, it’s like dropping your money out of the window so you have to find something alternative. So if we know the budget, and we know what is the spending of our competitors, we can find alternative channels.