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Designing Campaigns and Optimizing Campaign Performance: The Ingredients of Campaign Excellence

In: Digital Marketing in the Automotive Electronics Industry

Author

Listed:
  • Kati Zieger

    (Infineon Technologies AG)

  • Uli Schneider

    (Infineon Technologies AG)

  • Lore Darcos

    (Infineon Technologies AG)

Abstract

This chapter describes how to link the strategic sphere of business and campaign strategy to the operational sphere of specific marketing campaigns through an annual cycle. It highlights the key elements of a customer-centric campaign strategy and outlines how to translate an annual marketing plan, aligned with multiple marketing stakeholders, into individual marketing activities. The authors explain then how to navigate with these marketing activities effectively and efficiently customers within this framework through one of many predefined customer journeys by creating personalized content, focusing on a specific customer segment and buyer personas, and achieving predetermined goals. Other cornerstones of strategic campaign planning covered by the authors involve a solid marketing plan that orchestrates all marketing activities throughout the year and includes high-level objectives, as well as the mechanisms of allocating budgets and priorities for all stakeholders included.

Suggested Citation

  • Kati Zieger & Uli Schneider & Lore Darcos, 2023. "Designing Campaigns and Optimizing Campaign Performance: The Ingredients of Campaign Excellence," Management for Professionals, in: Uli Schneider & Jürgen Hoika (ed.), Digital Marketing in the Automotive Electronics Industry, pages 127-151, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-30720-1_8
    DOI: 10.1007/978-3-031-30720-1_8
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