A digital marketing campaign involves the execution of a marketing strategy across all the digital channels where consumers engage with a brand, usually for the purpose of improving a company’s conversion rate.

How does a company launch a digital marketing campaign?

The first step is to gain insight on the customer and understand who they are. Marketers need to figure out which customers are already actively engaging with the brand — who is opening emails, clicking through ads, or visiting the website.

The second step is to take action on the insights gathered from consumers. By understanding past behavior, marketers can anticipate what consumers are likely to do next and personalize future marketing efforts. Based on a customer’s past behavior, a marketer might decide to send an email offering a discount code, make an upsell offer, or show a display ad with a new product that might appeal to the customer.

If a company can understand their target audience and anticipate what they’re likely to do next, they’re able to provide compelling experiences. And creating a personalized experience comes down to content, regardless of the touchpoint.