Gartner Research

A Repeatable Framework for Building Great Digital Campaigns

Published: 12 April 2013

ID: G00249536

Analyst(s): Jennifer S. Beck

Summary

Ever feel like your customers and campaigns are moving targets? There's always another channel, a new technique, more social sites to examine, and datasets to analyze. Here are eight best practices, from planning to execution, to help digital marketers better connect with and engage customers.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Define the Objectives and Metrics for Your Campaign
  • Have a Vision
  • Define an Audience Segment
  • Appeal to Your Audience Members on Their Terms
  • Create a Unique Experience
  • Tap the Ecosystem
  • Execute Multichannel and Transmedia
  • Measure, Debrief and Learn
  • What to Do Next

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