FIVE COMMON CAMPAIGN IMPLEMENTATION MISTAKES AND HOW TO OVERCOME THEM

Finally getting a marketing campaign live can be a magical moment, but there are common mistakes

that can curse all your hard work

CAMPAIGN IMPLEMENTATION MISTAKES:

Dirty data Siloed activities

Technical difficulties

Lacking tracking

No room for manoeuvre

of B2B companies are struggling with data that is unreliable

DIRTY DATA

60%

Many marketers launch campaigns and by distributing marketing collateral to data lists that

are out-of-date, incomplete, and inaccurate

THERE’S NO MAGIC FORMULA TO SOLVE DIRTY DATA

Poor quality lists

Poor quality leads

=

Wave your wand over your data lists before launch and cast out any sub-optimal contact information, giving your campaign a better

chance to generate high quality leads.

Relying on a single channel just isn’t enough anymore

SILOED ACTIVITIES

“Integrated marketing is the future of marketing. Customers are not going to be interacting with brands

through a single channel. They expect companies to engage with them across the digital ecosystem.”

Many marketers implement campaigns that fail to reach their target audiences across a variety of

channels, minimising opportunities for success

Work your multi-channel magic by utilising the different strengths of owned, earned, and paid

media to bewitch your audience.

Don’t fall under the spell of pushing your campaign live

without analytics

LACKING TRACKING

Many marketers fail to track the success - or failure - of their campaign performance, cursing

themselves to miss opportunities and repeat mistakes in the future

“Being able to track where your visitors are coming from is a valuable opportunity to improve your engagement and your

ROI during the campaign. Additionally, when you benchmark your campaign performance you will be able to improve your

campaigns in the future, and budget more effectively.”

Marketing wizards realise the power of meaningful metrics, are able to monitor campaign progress, and

can turn this data into insight

With so much competition for attention, there is no margin

for error

TECHNICAL DIFFICULTIES

We’ve all seen examples of emails with links that don’t work, or social media messages missing a URL, and this type of mistake could have a big impact on the

success of your campaign

Marketing wizards know that poor campaign performance comes down to bad

planning, not black magic

Your marketing campaign needs to be checked, and checked again for usability, consistency,

and errors before launch

Ask colleagues to review your campaign before it goes live from a fresh perspective

and avoid the evil eye

Even the best laid plans can change - don’t back yourself

into a corner

NO ROOM TO MANOEUVRE

Campaigns aren’t set in stone - what resonates with your audience could change

between campaign planning and go-live

Marketing wizards need to give themselves flexibility to make campaign adjustments and adapt

to audience behaviour - right up to launch day

Use this list as a checkpoint before your campaign launch and genuine marketing ROI

can be more than just a fantasy for today’s marketing wizard.

REMEMBER, FOR SPELLBINDING CAMPAIGN PERFORMANCE:

Check the health of your data

Plan across channels and platforms

Check, check and check again, then get somebody

else to check as well…

Track everything

Leave yourself space to adjust your

approach

Want to conjure up marketing campaigns that transfix your board?

READ THE CMO’S DEFINITIVE GUIDE TO HIGH-PERFORMING PROMOTIONAL CAMPAIGNS

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