In last month’s blog post, we discussed the third of the five core marketing processes essential to effective and efficient marketing operations: the data-related process. This month let’s switch gears and discuss the campaign development process.
“What?” I hear you say. “We don’t need more process, red tape and nonsense slowing us down. Just get out there and execute some email campaigns and call it good.” STOP! Winging it in campaign development will ultimately lead to launching faulty campaigns, take longer to execute than anyone imagined, frustrate team members and get you reassigned.
Campaign Development Process
If all your campaigns look like this, you may not need a campaign development process:
They may be multichannel, have lots of touch points, offers, landing pages, ad copy, graphics, emails, etc. Developing richer, more engaging campaigns such as this on your marketing automation system requires a defined campaign development process to ensure high quality results and flawless campaigns. A defined campaign development process outlines the roles and expectations for every player involved.
Your campaign development process, however simple, will probably contain at least the five stages shown below.
The strategy stage is where the program or campaign is proposed, the costs and benefits are weighed, and if approved, it moves to the design stage. During the design stage, the campaign brief, potentially a creative brief, and ultimately the detailed campaign blueprint are created. While the campaign brief is a simple, one-page document that describes the campaign, the blueprint is the document that you hand off to your marketing automation platform (MAP) campaign builders. It contains every detail they will need to build, test and launch the campaign. It has every requirement in it, including dynamic content rules, A/B testing, campaign flow, timing, templates to be used, URLs desired, channels, offers, UTM codes, etc.