A tablet with a range of small images to depict a digital marketing campaign

I love campaign-based marketing as I find it's one of the best ways to make a big impact and ultimately grow your business.

But still, I don't think many people know what it is so here are some tips on how to master developing marketing campaigns.

Marketing campaigns are when you have a clear idea, event, product or service that you want to promote.

You can then group a number of marketing activities together under that main umbrella to form a group of tactical activities that work together.

They have a similar message but all sound slightly different or are delivered in different formats to build upon each other.

You share your content regularly at different times in different formats over a defined period of time.

Your target audience becomes familiar with what you are saying and it starts to sink in.

In campaigns, all the activities combined are worth far more in terms of effectiveness than a single standalone post. Their impact compounds.

Campaigns are fun to figure out, plan and then execute.

You have to be consistent, you have to find many ways to say and communicate the same thing without becoming boring.

To be honest, the sheer amount of messages we all are bombarded with each day – it’s no wonder why it takes a while for things to stick which is what campaigns are all about.

What is a marketing campaign?

According to Adobe Marketo Engage “A marketing campaign is a strategic sequence of steps and activities that promote your company's product or service, with a specific goal in mind. Campaign efforts may involve a range of media, such as radio, television, in-person events, and digital media”

My definition of a marketing campaign tends to be a way of grouping together a series of marketing activities under a single umbrella to improve their overall impact.

Business of Architecture UK podcast cover image with Ayo Abbas talking about campaigns — **Creating an impactful marketing campaign - Ayo Abbas being interviewed on the Business of Architecture UK podcast**

Why marketing campaigns are important?

Traditionally, when it comes to marketing it’s said that a customer must come into contact with at least 7 touchpoints before they consider taking an action such as getting in touch with you. This is why campaigns are so important. Basically, say it once, say it twice and say it again and again.

Campaigns are all about coming up with an idea, then your message, then your campaign and then figuring out the channels that will help you to amplify your message and get the word out to the target audience that matters to you.

You don’t want to be a one-hit-wonder so you will need to find many ways to get your message across multiple times. Consistency is key here. Smart campaign delivery is where you really make an impact by sharing your message in engaging ways multiple times. Campaigns are highly effective. It’s an art when it comes to delivering them well and this is an area that I excel at.