Marketing activity planning ideas and misunderstandings!

What kind of marketing activities will be more effective, and what kind of marketing activities will help our promotion to be icing on the cake? Today we will analyze the planning ideas of marketing activities.

1. Understand marketing activity planning

First of all, we need to figure out the purpose of our marketing activities, whether it is to increase product sales or to increase brand awareness. Marketing is the process by which companies discover or explore the needs of target groups, allowing the target groups to understand the products and then purchase the products. Marketing activities are a series of marketing activities carried out to enable advertisers to make profits from products. In the planning of a marketing campaign, we can apply several classic theories, such as STP (market segmentation, target market selection, positioning), 4P (product, price, channel, promotion), CRM (customer relationship management), etc.

The planning of a successful marketing campaign is a shining beacon for an enterprise in the vast ocean of marketing. Planning a successful marketing campaign can help companies establish their brand image faster and achieve word-of-mouth effect. Advertisers can use marketing activities to narrow the distance between their own brands and users, allowing users to more realistically perceive the power of advertisers' brands. The planning of marketing activities can also help advertisers expand the brand market and seize market share from competitors. The key to opening up the market is to find the right opportunity, and a series of successful marketing activities are the key points that advertisers are looking for. Planning marketing activities can also encourage the formation of habits among target group users and help advertisers achieve brand profitability as soon as possible. Through marketing activities, advertisers can constantly refresh user experience and brand reputation, making users dependent on the brand, which can generate more interest relationships, and it is natural for advertisers to make profits from then on.

The foundation of a successful marketing campaign planning is market research. First of all, we need to segment the target market, the layout and trends of the target market industry, the current market position of advertisers' products, and competing products, etc., accurately target the market and lock in the target market; secondly, we need to analyze the audience, including the physical attributes of the audience, where the target group is, what labels the target group has, the needs of the target group, the contact point analysis, the way and channels for the target group to receive information, etc., as well as what consumer needs of the target group are currently not met. The last step is competitor analysis. What marketing activities are competitors currently doing, what are the contents of the activities, what are the specific implementation strategies, etc. What is the market reputation of competitors, what effects have competitors' marketing activities brought, what are the actual benefits, etc. Then, analyze and summarize the advantages and disadvantages of competitors' marketing activities, take the essence and discard the dross, use the good ones as a reference, and avoid the bad ones.

2. The process of marketing activity planning

The basic process of marketing activity planning is divided into the following five steps: basic research, planning and preparation, counter-research, execution optimization, and review report. First of all, basic research. Through basic research, we need to have a full understanding of ourselves, clarify the purpose of our marketing activities and understand the users, so as to have a basic control over the marketing activities. We need to fully understand our advertisers' brands, including the current situation of the industry market, the advertisers' brand's market positioning, market position, and product system, including average order value, cost control, profit margins, etc., and clearly define the advertisers' bottom line for this marketing campaign. Clarify the purpose of the marketing activities, what we want to do, to gain fans, users to the store, to cause dissemination or obtain sales leads, etc. Finally, it is to have insight into the target group, understand the current needs and pain points of the target group, what the target group currently needs, and what pain points of the target group have not been resolved.

The second step is the planning and preparation stage. At this stage, the first thing we need to do is to conceive the activity plan, determine the content, and look for novel, interesting, useful, and resonant points that can make the target users feel related to me to extend. Find things related to the target group, understand the attributes of users, list the selling points and additional attributes of the products, connect the selling points of the products, and take the intersection. Arrange the activity process, arrange the division of labor according to the marketing activity theme, clarify the execution process, confirm the specific division of labor, set the conversion path, etc. Finally, estimate and control risks, set up alternative activity plans, and avoid last-minute cramming.

The planning of marketing activities comes from market research, but whether the marketing activities can adapt to the market demand, what the user experience is like, whether there are omissions in the execution process, etc., all need to be determined and repeatedly considered before the marketing activities, but the best way is market testing. The activity can be taken to the market for audience research or small-scale testing, and modified or improved based on the results of market feedback to ultimately determine the marketing plan. However, here we recommend that you reserve several sets of activity plans to ensure the smooth progress of the activity. This is the process of reverse research.

After the marketing campaign is launched, we must first choose the appropriate traffic resource location, analyze the relatively high-quality resource positions, and choose the one with the best traffic pool. Use different creative ideas to package the activities, but don’t just focus on the surface of the marketing activities, the back-end conversions also need to be packaged. During the entire marketing campaign, timely optimization should be carried out, and adjustments should be made to the content, creativity and presentation form of the campaign based on the data collected during the marketing campaign. At the same time, we should carry out deep conversion, collect data of target groups, pay close attention to user feedback, and be ready to start marketing methods such as remarketing at any time. Seize every marketing opportunity during the marketing campaign.

Finally, it is necessary to review and summarize the entire marketing campaign and generate a review report. Reviewing is a replay of the marketing campaign planning. By reviewing, summarizing and reflecting, we can discover the advantages and disadvantages of this marketing campaign and accumulate experience for advertisers' future marketing campaign planning. It includes activity data, data reports of various dimensions, user behavior data conversion data, activity effects, the final ROI of this marketing activity, market feedback effects, the final value brought by the activity, etc. Conduct a detailed analysis of the marketing activities, the gap between the results of this marketing activity and the preset goals, and the specific implementation measures to draw conclusions. Summarize the experience, summarize the advantages and disadvantages of this activity, and draw conclusions. Follow-up plans, improvement measures for shortcomings in this activity, summary strategies, etc.

3. Misunderstandings in Marketing Activity Planning

Next, let’s talk about common mistakes and misunderstandings in marketing activities. First of all, we must avoid directly applying a plan. For example, if a competitor has carried out a perfect marketing campaign and achieved good results, then we directly apply their plan. This is not advisable. The second is to use big data and rely too much on industry data. The design of the entire marketing planning activity does not take into account the brand strength of its own advertisers. The activity planning is completed by methods and routines that compress its own profits. It does not examine its own situation. Blindly following industry data may bring us great risks. Therefore, we must carefully estimate our own data before doing any activities. Talking to ourselves means that we speak with a seller's mindset, the entire event is filled with professional terms, the event settings are too out of touch with reality, the creativity is too gorgeous, etc., which will make the target audience feel out of touch with reality and have no sense of connection with the target audience. The target audience usually will not buy in, resulting in poor marketing promotion results;

Okay, that’s all we have for today about the detailed explanation of marketing campaign planning ideas. We hope that this will be helpful to you. We wish all friends who are involved in Internet promotion can plan better marketing campaigns and achieve more satisfactory promotion results.