In today’s competitive marketing environment, firms are making multiple strategic bets across multiple channels (hence the term “Omnichannel”), rather than spending their entire budget on a single campaign and hoping for the best. That’s a thing of the past; in the age of data, traditional channels like radio and print advertising often have little impact and produce a very small or hard-to-measure ROI. Marketing departments are being forced to look for smarter strategies when spending their budget dollars, leading to the current trend of running smaller, more focused campaigns called Micro campaigns.
WHAT ARE MICROCAMPAIGNS?
Micro-campaigns have become a common sight in the playbooks of most modern marketing agencies. Companies now run many small, hyper-targeted promotions simultaneously to better reach key demographics that are truly valuable to their business. This omnichannel effort helps to permeate our budget through channels that are performing well, which in turn allows us to optimize the effectiveness of our investment.
A great example of an effective microcampaign was a promotion run by Shoes of Prey, an online women's footwear startup.
They partnered with a 16-year-old YouTube personality for a giveaway. This campaign resulted in hundreds of clicks and views growth, and a permanent 300% increase in sales .
While many companies have embraced this paradigm shift, they are not using data to drive microcampaigns to their full potential. Many modern companies are still living in the past; while they employ microcampaigns and find some success, it is a bit of a gamble.
Salespeople are using outdated technology and are failing corporate email database to objectively measure the success of their work, leading them to guesswork when trying to figure out what the problems really are.
DATA MAKES THE DIFFERENCE.
Marketing departments need to be able to measure how effective their micro campaigns were and manage them accordingly. If they can’t do this, then these innovative micro campaigns can end up being just as wasteful as their MACRO CAMPAIGNS predecessors.
Microcampaigns, when executed correctly, can help brands and marketers engage and connect with key customers to help build sales and relationships.
With micro campaigns starting to play such an important role in today's overall marketing strategy, it's only intuitive that they need an ally to give them this visibility to make smart decisions.
GX live Marketing has a wide set of tools that allow the measurement of the behavior of your consumers , allowing organizations that decide to collaborate with us. GX provides a level of visibility that facilitates the task of managing and measuring your microcampaigns in an effective way.
Our measurement platforms can break down the performance of each campaign. This is what allows us to meticulously examine a campaign’s key performance indicators, such as cost or conversion rate. This is how, with these insights, we support our clients to adjust their spending across channels, getting more for their money and producing more successful promotions.
This additional support can help our clients make decisions and allow them to be more precise, rather than using a “one size fits all” model.
In today’s digital marketing landscape, microcampaigns have become the new norm, allowing brands to connect with their audiences in a more direct and personalized way.
At GX Live Marketing, we understand the importance of adapting strategies to changing market needs, which is why our digital marketing solutions in Panama are designed to be flexible and effective. From website redesigns to developing e-commerce solutions , our focus is on creating memorable brand experiences that can be measured and adjusted in real time, ensuring that every campaign, no matter its size, has a significant impact.