Subscribe to Digital FastTrack Now Sign up for a FREE Digital FastTrack demo

Digital FastTrack on-demand internet media and marketing course

Digital FastTrack's Campaign Objectives & Strategy: matching results to the brief

Learning Objectives for this on-demand digital media training module

At this end of this module you should be able to:

• Understand the different measurement metrics and identify the right one for the campaign objectives.
• Understand the importance of the campaign objectives in creating a good brief and getting effective results.
• Explain each vehicle/solution and understand how to choose the right one to meet campaign objectives.

While online media's heritage was in direct response, the medium can play a variety of roles far beyond simple response.

The client/agency should understand campaign objectives when briefing a publisher. Online media can do everything from creating awareness, to driving trial, and ultimately purchasing a product or service.

A good brief will outline the objectives for a campaign so that all players are on the same page.

But there's often a disconnect between campaign objectives and the results delivered. It's important that everyone understand the point of a campaign, because if they don't, there is often a disconnect between final campaign results and client expectations.

A confused or dissatisfied advertiser may be reluctant to run more campaigns and could walk away thinking online advertising doesn't work for their business. In that scenario we've done a disservice to both the advertiser and the medium.

This module will show you how to choose appropriate ad formats/vehicles and set measurement metrics for success based on campaign objectives.

We look at examples of brand involvement and direct response campaigns. Brand awareness metrics can be trickier to measure and typically require third party research companies to conduct pre- and post- surveys to control and exposed groups.

After completing this module, you'll be equipped with the knowledge you need to make sure all parties agree on realistic and measurable objectives - so that you're able to put forward the best digital media recommendation and meet stakeholder expectations every time.

Topics include:

• What are campaign objectives?
• Digital media can play a variety of roles
• Getting results
• Choosing the right vehicles
• Choosing the measurement strategy to deliver on campaign objectives
• Adding online to the media mix – complementary objectives

Digital Chameleon's FastTrack series is made up of eight on-demand digital media and marketing training modules that help you transition your media and marketing skills to digital - taken online, at your own pace, at your own computer. 

Taken together, the eight modules are the equivalent our full day Introduction to Digital Media course - which you'll have access to for 90 days. Or, you can subscribe to individual modules, each with 30-day access.

Is Digital FastTrack right for you?

It's for marketers and agency staff who need to know how to develop, manage, and track the performance of internet marketing and online advertising campaigns. Advertising sales reps, sales management, publishers, marketing, and business development staff who sell or support online ad sales. Whether you're transitioning a current role, or looking to develop a career in the fast growing digital media and marketing sector, Digital FastTrack is your first step.

What will you gain?

With our digital media and marketing training courses, you'll gain confidence in discussing, preparing, and evaluating digital media options and recommendations.  You'll be better equipped to approach integrated programs. You'll be more confident discussing online options without having a "digital expert" in the room. You'll be skilled in the fastest growing media sector.