Successful digital campaigns require a lot of coordi- nation — from internal and external team members working from the same playbook — to ensure digital plans are paying off to the highest degree. Good questions, asked often, produce clarity and facilitate productive
communication. Here are eight key questions that, when
asked consistently, help keep digital campaigns on track.
1. What’s being measured consistently? Every digital
marketing effort comes with tons of metrics and data
to analyze. Each channel will have its own set of key
metrics — SEO, paid search, display, video, Facebook
likes, shares and followers, native impressions, conversion rates. The list is endless. Look at each channel
and ask what’s being measured consistently. Question
if those are the right metrics and ask how they’re
trending. Often, it’s the confluence of data that gives
marketers the best read on a campaign’s effectiveness.
2. For paid marketing channels, if you halved the
budget, where would you cut? And, if you doubled
your budget, where would money best be spent?
These questions drill down into what’s top of mind
for your team and vendors — and help you get a view
into what the priorities of those actually running the
campaigns believe to be true. Are some channels or
campaigns getting tired, or are they experiencing some
kind of fundamental change that makes them less ap-
pealing now? Perhaps the opposite is true: maybe there
are new glimmers of opportunity that
need a bit more attention in order to
3. What are you spending most of
your time on? You might be surprised
at how much time is being spent on
low-value tasks like reports and general operations when everyone would
benefit from more time spent on
analysis, negotiating, or prospecting
new opportunities. Digital media operations require high levels of organization, and judging by what your colleagues say, investing in off-the-shelf
ad serving, analytics, and demand-side
platforms can shift everyone’s attention to more value-added tasks.
4. What digital channels are the most
sensitive to offline activity? If TV is
driving a lot of traffic to your sites, looking at visitor spikes
and coordinating your digital outreach can pay dividends.
Also look at what types of audiences your offline adver-
tising is sending your way — widely varying conversion
rates on proven landing pages suggest differently qualified
groups of traffic coming through. It could be worth exam-
ining if all those groups are created equally and to make
sure each group is being presented with the next most rele-
vant offer/position from your brand.
5. What’s the competition doing? Not necessarily that
you’d want to follow their tactics or strategy but understanding what plays your competition is making can
help inform you of places you can improve. Services like
WhatRuns Where give good overviews, quickly. Any information on competitors’ strategy is worth investigating.
6. Are we focusing enough at each stage of the conversion
funnel? Driving lots of cost effective traffic doesn’t help
ROI unless you’re converting at an acceptable level, and
different digital media drive varying degrees of qualified
potential customers. A person who has chosen to watch
your 60-second digital video and then clicked through for
more information is a much warmer lead than, say, a person who clicked on an image and headline native ad for
your brand as they scrolled to the bottom of their preferred
article. Your landing pages and path to conversion should
be appropriate to that potential customer’s position in the
“discover, consider, decide, act” funnel.
7. Have you tested your sites’ integrity on mobile devices?
It’s likely where most of your traffic and orders come from.
Explore your sites on some mobile devices to see if they’re
operating as you’d expect. Don’t be shocked if your brand’s
mobile experience is lacking — just fix it quickly.
8. Are you doing enough to remarket to interested custom-
Smart Questions That Will Tighten
ers? Potential customers who have interacted with your
advertising and/or visited your landing page are your high-
est value group to remarket. At a minimum, your team
should be testing remarketing in terms of media, creative,
offer, and frequency
Without a tight hold on the reins, a digital campaign can
quickly drift into underperformance and irrelevance. Unlike
TV campaigns, much of digital media is bought programmat-
ically, where it falls on the marketer and their partners to
test and optimize over time. Regarding digital campaigns as
open-ended projects and treating them as such, while keep-
ing the above questions circulating, will help ensure healthy
discourse and lead to improved results. ;
Up Your Digital Campaigns
By Peter Sengenberger