Research: The Backbone of Digital Campaigns

Developing a digital marketing campaign can be challenging and time consuming, especially if you’re trying to re-energize a current campaign. There are many elements involved: digital marketing, traditional marketing, brand identity, SEO optimization, etc. It can be difficult to find where your strengths and weaknesses lie. However, there is one thing you can do to make the process easier – research.

Here’s a list of three things to research that will help you build or improve your digital marketing campaign.

1. What does your target audience want?

Take a moment to listen to what your target audience is asking for, even if they don’t know what they’re asking for. People spend countless hours surfing the web and various social media platforms. This doesn’t necessarily mean they’re looking for something specific, but they are looking for something relatable, interesting, and sharable.

Research your target audience. Find out their likes and dislikes. Be aware of the trends they’re following. Understand their values. Once you’ve collected this data, mold your content to fit each one of these aspects.

2. What’s not working?

If you’ve already completed a digital marketing campaign or if you’re in the middle of one, it’s important to analyze the outcomes of every tactic.

Did you post a blog on your website? Use analytics to find out how many people clicked on your link, how long they stayed on the page, and if they went to another page on your site after they finished. You can use this data when you post another blog, and you will see a bigger impact. This can work with social media, pages on your website, online advertisements, and pretty much every digital element of your campaign.

3. What is the competition doing?

If your digital campaign isn’t generating the results you want to see, check out your competition. It can spark inspiration to see what your competitors are doing. They may have thought of something you didn’t. Look at their social media pages and see the kind of content they post. Look at their website and be aware of its readability.

There’s nothing wrong with admiring the work of other businesses in your industry and learning from their mistakes or successes. However, remember not to imitate the work of your competition.

These are just a few of the many topics you can research to enhance your digital marketing campaign. Research is the backbone of any strategy. Never plan ahead without doing the research first.