Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)
Marketing and campaigns today are no longer channeled exclusively through traditional media platforms alone. Since people are daily thronging the online media, it is now an ideal thing to consider using the available, relevant online media that can help achieve the goal.
But while the online media is available for use, many are confused while only few can beat their chests and assure they will guarantee result. People who are familiar with marketing communications (whether offline or online) know there is no compromise when basic foundation like having a goal, a target audience and message are concerned. But besides all these, we need to take a step further and ensure the following also.
Be sure you know key steps in the campaign management: To excel, identify, outline and follow major campaign management steps. Your campaign actions steps must not be vague. It is obvious vague action steps are not followed with rigid determination. Be sure you know what to do at every moment of the campaign process. Knowing is not enough, sticking to it is essential.
Study your channels and select wisely: Every online medium has its own target audience as well as peculiarities. Study and note these in relations to what you want to reach as we as the goal to want to achieve. Base on this, carefully select the most appropriate channels can get you best result before you launch. Always keep in view all these throughout the whole process.
Be sure your creative has emotional appeal: Creative design is an important part of any marketing campaign. Creative designs help in building emotional appeal when they are done properly. It is advisable you invest a little in this and not try to do this by yourself especially when you have no special training in this area. Your creative here may include campaign logo, theme and other essential materials.
Allocate right budget: In addition to the above, one can not shy away from budget issue. There is need to allocate right fund. This will require you have schedule meeting with Finance department so they understand the essence of this to your success.
Get success parametres right: This should be tailored towards achievement of the set goal. Be sure you have both short term and long term evaluation parameters that can keep you focused. If you wait till the end of the campaign/exercise, you are likely to have missed the target along the line.
Think integration with offline: An online marketing campaign that enjoys offline coverage will fly higher with better engagement. So it is sometimes better to have offline integration plans. That does not hurt.
Be sure your online platforms have right measuring software installed: No matter how sound your success parameters as well as multi-platforms integration process look like, if the platforms you are using lack basic measuring software, the whole objective will be floored. This is not because you are not doing your work but proofs, statistics you need may not be easily gotten. Unfortunately when it comes to board and management meetings, assumptions without verifiable data will not be sufficient. Hence the need to include this in the budget from onset.
Do have any experience to share? please do use the comment section below.