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June 10, 2016 by steve robinson Leave a Comment

What’s So Wrong About a Campaign?

What’s So Wrong About a Campaign?steve robinson
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Show Notes

  • 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:
    • It’s Time To Kill the Marketing Campaign
    • Whatever You do, Don’t Launch Another Big Campaign
    • 10 Quick Wins To Get You Started With Iterative Marketing

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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

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