Questions to ask? (Part 2)
Following up from my last post, I’d like to talk about the right questions to ask to make sure your integrated strategy is indefensible. Because if you think about a campaign as a engine you need all cylinders firing for success. This is not an exhausting list and its obvious the most important part of an integrated strategy is knowing your customer journey so I would suggest investing some effort into it. Define your goal and understand why folks need your product before diving into paying to get them to use it.
A few questions to ask:
What is my goal that I seek to accomplish with my paid digital media plan? Drive actions? Improve brand awareness? Both?
How will I assure unified strategy check points throughout my paid media process?
What does each channel mean towards my goal?
What stage of action is each creative format? (ie) Facebook in-feed vs. Story have much different purposes.
Does my creative have a unique message per channel? (social, display, search) Or is it all one creative repurposed to fit the channel.
How do I plan to adjust my in-flight levers in order to achieve campaign nirvana*
What reporting will I use in-flight to make adjustments to my creative messaging?
As you progress with your investments it’s important to not let creep change things and have a defined success plan that can bend and flex but not too much. I’ll continue to add questions and formats to this as I go with this blog but it’s only week 2 so let’s start there.