An online financial institution’s marketing campaign implemented by the marketing team will acquire 20,000 new online customers in the 2016 fiscal year through cross-promotional advertising, tradeshow appearances, referrals, and online email marketing tools. It sets the average cost per acquisition at $25 and average profitability at $5. By setting such specific goals, the company’s marketing team should be able to do what additional activities with the campaign?

Question:

An online financial institution’s marketing campaign implemented by the marketing team will acquire 20,000 new online customers in the 2016 fiscal year through cross-promotional advertising, trade-show appearances, referrals, and online email marketing tools. It sets the average cost per acquisition at $25 and average profitability at $5. By setting such specific goals, the company’s marketing team should be able to do what additional activities with the campaign?

A. predict the customer response to the marketing campaign

B. assess the economic ups and downs of the market in general

C. monitor the campaign progress and adjust the approach and tactics where needed

The most correct answer is C.

Explanation:

A digital marketing campaign is an online marketing effort put forward by an organization to drive engagement, conversions, traffic, and or revenue. The campaign ties in with the overarching goals of the organization and includes one or more digital channels in the efforts.

One of the key advantages of online marketing tools is that they come with efficiency trackers that enable the online campaign manager determine the effectiveness of the exercise.

Three major stages and steps in building a digital marketing campaign are:

Planning: This speaks to the process of outlining goals, target customers, and campaign length. it is apparent from the example that they have a set plan.

Development: This has to do with the determination of a strategy, including voice and messaging, target keywords, and offer strategy; reaching the audience, including making campaign location and marketing decisions; integrating with all channels; and creating consistency

Management: Determining the success and value of the campaign

For example, if one has used a pictures and words written content to drive the message, and it's not getting as much traction as required, because the campaign is being monitored, this will become apparent after a while because a goal has been set.

So online marketing platforms integrated with Artificial Intelligence might even suggest alternative methods such as using videos and or re-defining the content of the campaign.

Cheers!