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How to nail a digital marketing campaign
News Team
January 31, 2025
Keld Knudsen, CEO of TerraMedia, shares his blueprint for success and says marketers must not be afraid to change creatives and campaigns if the data tells them to do so.
Digital marketing is now a must for driving customer acquisition and retention.
The reasons are many. It’s authentic, highly targeted, flexible, cost-effective and trackable, allowing businesses and brands to engage potential customers at scale for a sensible investment and with a solid ROI.
However, a digital marketing campaign is only as good as the strategy that underpins it. Not only that, but its best results depend on how it’s deployed and optimised.
At TerraMedia, part of the VentureMax Group, we have a blueprint for launching a digital marketing campaign that’s proven to generate results that surpass targets. Here’s some of what we do.
Set clearly defined goals
You need to identify what you want to achieve from the campaign. This might be to drive new player sign-ups in a specific market or generate awareness of a new game mechanic among operators.
It might even be to push players to a certain online sportsbook brand during a sporting tournament. Regardless, the goal needs to be clearly defined from the get-go.
Where possible, it’s always good to attach specific KPIs and metrics. So, if the campaign aims to generate new player sign-ups, put a figure on that, or at least a percentage increase.
This usually means benchmarking the current status so that you can assess the impact the campaign has had once complete.
Have a specific target audience
It’s very important to know who you are trying to reach with your campaign, what they are looking for and where their attention can be found.
This is a crucial component of campaign messaging and the channels through which these messages will be delivered and received.
If you are a slot studio looking to engage casino managers, your campaign might be best served via LinkedIn rather than Instagram, for example.
You’d also communicate differently with a casino manager than you would a player.
Time to get creative
With your goals set and your audience and campaign channels defined, it’s time to work on the content – perhaps the most critical aspect of the campaign.
Content covers a broad of range of types including website landing pages, blogs, emails, social media posts, videos, PR placements and more.
It takes in the written word as well as design assets, videos and even recordings like podcasts.
All campaign content needs to be consistent in terms of messaging and design, and it needs to be optimised for each channel – a blog post will be very different to an email/newsletter.
Don’t forget your calls to action
It’s important to not forget to include calls to action across campaign assets.
In some instances, this will be incredibly subtle, such as in a fun video posted on social media, while on a website landing page, the CTAs will be more robust.
People often get a little nervous around CTAs, but they are crucial in pushing potential customers towards the action you ultimately want them to take.
So don’t fear CTAs. Just ensure you have delivered value before asking a person to take an action – and make that action as enticing as possible (creating a sense of FOMO is a powerful way to do this).
Track everything
The beauty of digital marketing is that you can track the vast majority of activity to a pretty granular level. Of course, what you track depends on the assets and channels in play.
For a blog post, it might be the number of page visitors and CTA clicks from that page. But for a social post, it might be impressions, interactions and link clicks.
This data needs to be collected and analysed to determine which aspects of the campaign are working well and which need optimising.
Again, this is a huge plus for digital marketing – it’s much easier to re-work a social media post than to alter a TV advertising campaign.
Don’t be afraid to make changes
Optimisation is a crucial aspect of running a successful digital marketing campaign.
No other type of marketing allows you to see what is and isn’t working in real time and then to make changes to messaging and creativity without delay.
So don’t be afraid to look at the data, analyse what it is saying and then tweak campaigns to ensure the highest level of performance.
This is certainly the case for paid activity, where you can dial up spend on creatives that are hitting the mark and cut spend on those that aren’t.
Undertake a full campaign audit
Once the campaign has run its course, it’s important to undertake a full audit to understand if it has achieved the goals set and to determine the ROI that has been achieved.
To do this, you’ll need to look at the data – did you hit the sign-up figures set, did engagement across social media see a meaningful increase, how many CTA clicks were achieved, etc.
This needs to be put into a campaign report alongside anecdotal insights, lessons and successes.
This report can then be used to guide future campaigns, especially when it comes to avoiding pitfalls or aspects that didn’t work so well.
So, there you have it, that’s part of TerraMedia’s digital marketing blueprint which has underpinned countless successful campaigns over the years and–hopefully–can improve the next campaign you run.
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