Understanding the concept of a marketing campaign

A marketing campaign, also known as a marketing scenario or workflow, is a series of automated actions designed to guide targets (contacts) towards the desired conversion. It can be adapted based on the contact’s behaviour or the information collected about them.

Marketing campaign strategies to get started with marketing automation

To begin, you can implement simple yet effective marketing automation strategies, such as sending thank-you emails to nurture customer relationships. Another example is managing abandoned carts to increase conversions, as well as setting up workflows linked to specific events—both scenarios that can be tailored to your business. Ultimately, marketing campaigns should be defined according to your company’s needs. Therefore, it is advisable to reflect on your overall marketing strategy and integrate campaigns that align with it.

At Webmecanik, we have developed a unique and effective method to help you design your marketing automation strategy.

Take your marketing campaigns to the next level: Implementation and integration

To go even further, we recommend integrating inbound marketing and relationship marketing principles into your strategy to create highly effective campaigns. Adapt your campaigns by segmenting your audience and personalising your messages. Use content marketing to craft a compelling and engaging narrative. Your digital strategy should include optimised landing pages for conversion and a clearly defined marketing plan based on measurable KPIs.

Additionally, multichannel marketing—combining channels such as email, notifications, and mobile marketing—allows you to reach your audience even more effectively.

Creating and configuring a campaign with Webmecanik Automation

After conducting a thorough analysis of your marketing strategy, clear initial objectives should naturally emerge. Then, several key principles should be considered when creating impactful marketing campaigns:

  • Choosing the source of contacts to start a marketing campaign: Determine where your contacts originate—whether through a form or a segment—to initiate your campaign.
  • Setting up actions, decisions, and conditions: Integrate various actions (email sending, contact field updates, etc.), behavioural decisions (email opens, resource downloads), and conditions based on contact data to refine your campaign.
  • Testing your marketing campaign: Before launching, run tests using a test segment. Clone your campaign, adjust timings if necessary, and closely monitor the results to ensure everything functions as expected.

Why invest in marketing campaigns?

When well-designed and executed, marketing campaigns can significantly transform your approach to digital marketing. Remember, the key to success lies in high-quality segmentation and even deeper personalisation of your messages.