What makes a Digital Marketing Campaign?

Digital Marketing Campaign

A digital marketing campaign refers to an organized and concentrated effort to meet certain goals through a number of digital marketing techniques and practices. 

Though the term ‘digital marketing campaign’ is bandied about often, there are only a few digital marketing teams that manage to pull off a successful campaign. The reasons behind this are many. For one, in a full-fledged digital marketing campaign, all moving parts need to come together and perform at optimal levels for success. In campaigns where one part is inextricably linked to another (which is the case for most successful campaigns), a failure in one part can lead to the entire digital marketing campaign falling apart. 

An organized and concerted effort is required to make a digital marketing campaign successful. In this article, we will discuss the parts which make up a digital marketing campaign. 

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Search Engine Optimization (SEO)

SEO is at the heart of every digital marketing campaign, being one of the main sources of getting organic traffic to a campaign. When done correctly, SEO alone is capable of driving an entire campaign to success and is thus one of the most important parts of every successful digital marketing campaign.

SEO in itself is a vast field with various nuances of its own. To put it briefly, content and link building forms the core of SEO. Anyone investing time and resources in content while creating high-quality backlinks will see a definite rise in search rankings and organic traffic. 

Creating content requires an actual investment in time and money. Many digital marketing teams have content writers who are adept at producing quality content at a high rate. In some teams, digital marketers themselves create content to suit the needs of the audience being targeted. 

Link building, on the other hand, comprises a long list of techniques used to create backlinks to a given webpage. Quality backlinks add credibility to a website in the eyes of search engines and thus remain a defining factor in SEO. A digital marketing campaign has to develop a strategy to create content and backlinks simultaneously to drive organic discovery. 

Search Engine Marketing (SEM)

SEO is not a process which produces instant results. For companies starting their website from the ground up, depending solely on organic traffic to get customers and leads is naïve. 

Search engine marketing (SEM), like SEO, is aimed at improving the visibility of a website on a search engine. However, while SEO is focused on organic traffic, SEM is based upon increasing traffic through paid search ads. 

The advantage of SEM lies is giving the advertiser a boost in traffic if there is a lack of organic traffic coming to the website. A digital marketing campaign can use paid traffic for short term goals, but depending on SEM for long term growth in traffic and search rankings can be problematic and lead to a lowering of ROI. 

Success with SEM requires digital marketers to research specific keywords which are more likely to reach target customers. 

Besides SEM and SEO, other modes of promotion such as social media marketing, SMO, influencer marketing, email marketing, and so on also play a part. However, SEO and SEM alone can carry a digital marketing campaign to a successful conclusion.

About The Author

Gaurav Heera is a digital marketing expert, educator & branding expert having more than a decade experience. Currently he heads Delhi Courses Academy, providing best & advanced digital marketing course in Delhi.

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