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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