There are so many different terms associated with data marketing, it can be easy for even a veteran of the field to get confused.
Marketing plans, strategies, and campaigns are sometimes used interchangeably by inexperienced marketers. The truth is that a clear divide exists between the marketing plan your team establishes, the strategy you implement to execute on that plan, and the campaigns that bring that strategy to life.
At ReachForce, we believe understanding how targeted campaigns play into your larger marketing plan is critical to data marketing success at your company. So, we put together this post that outlines how to leverage campaigns to hit your marketing goals and execute on your marketing plan.
But first, here is a quick explanation of some key terms.
What is a Marketing Plan?
A marketing plan acts as a roadmap of your team’s contributions to your company’s overall business objectives over a given period of time (typically a year). A successful marketing plan should answer a few key questions about your approach to marketing in the coming year, including:
- Who is our target customer?
- What is our primary value proposition?
- How do we differentiate ourselves from competitors?
- What are the big goals for our company in the coming year?
- How will we measure marketing “success” at year’s end?
A marketing plan does not necessarily outline the exact strategies your team will utilize to get there. Instead, it focuses on the high-level approach your organization will take to marketing in the coming year and how that approach feeds into the larger objectives of your organization.
What is a Marketing Strategy?
A marketing strategy builds off your marketing plan by laying out how exactly you intend to hit the goals established in your marketing plan. This is where you will get more specific about the way you intend to reach your audience. The messaging, channels, and offers you will present should be mapped out in your marketing strategy.
Of course, these decisions are not made based on anecdotal evidence or trial and error. Provided your company collects high-quality customer data through a data management platform like ReachForce, your marketing strategy should reflect the trends and insights gathered by analyzing existing customer information.
What is a Marketing Campaign?
Marketing campaigns are the individual attempts your team makes to chip away at your larger marketing goals. While every campaign should be in support of your marketing plan, each campaign will vary in its approach. That is because campaigns should be highly specific, focused on pushing a single value proposition to a well-defined audience. These highly-targeted campaigns are central to data marketing and if executed correctly, are what lead to you achieving your marketing plan.
How Do Campaigns Help Achieve Success with Your Marketing Plan?
Your marketing campaigns help achieve incremental success toward your larger marketing plan. Each campaign, while different in approach and execution, aims to make a dent in the larger objectives of your organization.
For example, say one of the bigger goals outlined in your marketing plan is to increase company revenue by four percent. Of course, every campaign you run will not have that goal. But a campaign focused on customer retention, for example, may have the goal of reducing customer churn by 11 percent in the coming quarter. That retention then feeds into the larger goal of increasing revenue.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization, and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean, and enrich prospect and customer lifecycle data in your business, and do it at your own pace.