- Campaigns are big ideas constrained to a specific time period.
- A program is the intersection of a defined objective for a defined audience with no definitive end date.
- Campaigns use a pre-determined timeframe, either running creative long past its effectiveness or stopping too early.
- Programs plan for creative changes when needed and are responsive to market engagement.
- Lessons learned from the last campaign are often thrown away because they are not applicable to the next one.
- Programs allow you to build up knowledge over time based on what messaging works best and what media channels deliver most efficiently.
- Check out these blogs for reference:
Charity of the Week:
We hope you want to join us on our journey. Find us on IterativeMarketing.net, the hub for the methodology and community. Email us at firstname.lastname@example.org, follow us on twitter at @iter8ive or join The Iterative Marketing Community LinkedIn group.
The Iterative Marketing Podcast is a production of Brilliant Metrics, a consultancy helping brands and agencies rid the world of marketing waste.
Producer: Heather Ohlman
Transcription: Reena Venkata
Music: SeaStock Audio
Onward and upward!