Designing Campaigns and Optimizing Campaign Performance: The Ingredients of Campaign Excellence

Kati Zieger (), Uli Schneider () and Lore Darcos ()
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Kati Zieger: Infineon Technologies AG
Uli Schneider: Infineon Technologies AG
Lore Darcos: Infineon Technologies AG

A chapter in Digital Marketing in the Automotive Electronics Industry, 2023, pp 127-151 from Springer

Abstract: Abstract This chapter describes how to link the strategic sphere of business and campaign strategy to the operational sphere of specific marketing campaigns through an annual cycle. It highlights the key elements of a customer-centric campaign strategy and outlines how to translate an annual marketing plan, aligned with multiple marketing stakeholders, into individual marketing activities. The authors explain then how to navigate with these marketing activities effectively and efficiently customers within this framework through one of many predefined customer journeys by creating personalized content, focusing on a specific customer segment and buyer personas, and achieving predetermined goals. Other cornerstones of strategic campaign planning covered by the authors involve a solid marketing plan that orchestrates all marketing activities throughout the year and includes high-level objectives, as well as the mechanisms of allocating budgets and priorities for all stakeholders included.

Keywords: Marketing plan; Campaign strategy; Digital marketing campaigns; Marketing campaign life-cycle; Channel marketing (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-30720-1_8

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DOI: 10.1007/978-3-031-30720-1_8

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