Campaign in the right channels
Numerous different marketing channels are suitable for a wide range of activities and their choice is influenced by the target group definitions, the usage habits of the channel and the price. Channel timing may also affect channel choices, as it’s a whole different matter to launch a nationwide promotional tour than a tactical Facebook advertising campaign – one takes days to design and the other usually takes weeks.
Sometimes a campaign can be kicked off in response to a media debate floating on the surface, in which case rapid response is emphasized in the implementation of the campaign. For example, surrounded by a crisis or media turmoil, you need to be able to choose the channels that have the greatest potential to succeed.
The natural channel choice for a tactical e-commerce campaign is the digital environment, in addition to which sales promotions or product demos can potentially be implemented. It is worth choosing LinkedIn and the display advertising places on workplace pages as the channels for the workplace campaign in Finland. An e-mail campaign can be designed for existing customers, mailing prospectuses or partners. Once you find a working campaign template, you can optimize and improve your work in the desired direction.