A campaign is an advertising term commonly used to describe a collection of messages describing a singular overarching idea and theme. These messages can be displayed in multiple formats including pictures, videos and texts. Campaigns can be run on different media and ecosystems, and are produced to reach a targeted audience on different devices, over a fixed time period.
Campaigns are always accompanied by a specifically designed strategy in order to meet a set of objectives decided prior to running them.
In order to run effective campaigns, it is important to understand the marketing funnel and determine which aspect of it is most relevant to your business needs.
A marketing funnel is a visual representation of a customer's journey, from when they become aware of your product right down to when they buy your product. The pool of potential customers decreases through each stage of the journey, giving it a funnel-like shape and hence the name.
The top level of the funnel is known as Awareness. At this level, the aim is to gain as many prospects as possible and increase the reach of the company. Prospects that are strangers to your brand will get the opportunity to learn about your company and products. This is where you can get the maximum number of people in your audience pool before they start to be filtered out based on their interests and the need for your product.
As your prospects become more aware of your company's presence in the market and engage in ways such as subscribing to your newsletters, they enter the mid-level of the funnel, known as Consideration. The prospect is willing to learn more about your company and can be shown more targeted ads based on their interests.
The final stage in the marketing funnel is Conversion. Potential customers who reach this stage are mostly high-intent audiences who are the most likely prospects to subscribe to your product and brand. The extent of focus placed on personalised messages to these prospects can be the difference between a POTENTIAL customer and YOUR customer.
XPO offers different campaign types to cater for your company, regardless of where you are in the marketing funnel. Check out our Types of Campaign article to learn more about the different campaign types offered on XPO.