Learning Objectives

  • Structure a campaign plan and select campaign types for ‘always-on’ activity.
  • Make a case for a standardised campaign plan by setting digital marketing goals and objectives and forecast results and ROI for digital marketing activities.
  • Define Google Analytics goals and define and standardise campaign tracking codes for a business in Google Analytics.
  • Develop a campaign offer and big idea and define message hierarchies.
  • Select effective media investments and define campaign budgets and timelines.
  • Define content marketing strategy and landing pages through data capture and profiling.
  • Set up email nurture and email and ad retargeting for conversion optimisation.
  • Use email and social media to support a marketing campaign.
  • Conduct a post-campaign review.

How is the Learning Path structured?

The Learning Path is separated into these topics and modules:

Topic 1: Introduction to Campaign Planning

  • How to structure a campaign plan
  • Selecting campaign types and ‘always-on’ activity
  • Making the case for a standardised campaign plan

Topic 2: Plan – Campaign goals and tracking

  • Set digital marketing goals and objectives
  • Forecast results and ROI for digital marketing activities
  • Defining Google Analytics goals
  • How to use campaign tracking in Google Analytics
  • Define standard campaign tracking codes for a business

Topic 3: Plan – Customer insights and target audience

  • Define audience personas
  • Define audience psychographics
  • Research personas
  • Assess audience customer journeys

Topic 4: Plan – Offer, content and messaging

  • Campaign offer and big idea
  • Define message hierarchies

Topic 5: Reach – Media plan, schedule and timeline

  • Select media investments
  • Define campaign budget
  • Define campaign timeline

Topic 6: Act – Encouraging interaction and participation

  • Define data capture and profiling
  • Define content marketing strategy
  • Define landing pages

Topic 7: Convert – Retarget and optimise

  • Set up email nurture and retargeting
  • Set up ad retargeting
  • Conversion optimisation

Topic 8: Engage – Encourage sharing, review effectiveness

  • Use email to support a marketing campaign
  • Use social media to support a marketing campaign
  • Post campaign review

Roles who will find this Learning Path useful

  • Company owners and directors working for smaller businesses
  • Heads of marketing including CMO, VP of Marketing, Chief Customer Officer, and Marketing Director seeking to review the marketing campaign planning process
  • Marketing and digital marketing manager and marketing executives involved with briefing and implementing campaigns
  • Consultants or agency account managers working with clients on campaigns

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