By Chad S. White

Less personalization in your email marketing strategy? You heard that right.

The Gist

• Optimizing campaign frequency. Adjust email frequency based on engagement. Send fewer emails to less-engaged subscribers while increasing opportunities for highly-engaged ones.
• Increasing revenue with automation. Automate key lifecycle moments. High-performing campaigns like cart abandonment and welcome emails drive the majority of email marketing revenue.
• Personalization pitfalls. Less can be more. Overpersonalization diminishes brand voice, so dial back on variations to maintain a unified experience.

Succeeding at email marketing requires constant iteration and evolution with an eye on gradual improvements. This iteration happens in an environment of continual change, with some of those changes requiring adaptation and some merely presenting distractions.

Experienced email marketers know that a good email marketing program has an active mailable list size that’s growing and contributes positively to their business’s success metrics, with good open and click rates just being table stakes. A good program also has a spam complaint rate of under 0.1% (which is what Google and Yahoo expect) and an inbox placement rate of 95% or better.

Those characteristics are hallmarks of a good email marketing strategy. But what about the hallmarks of the best ones? Here are four key characteristics.

Table of Contents

• Streamlining Email Frequency to Maximize Revenue
• Use Automation to Drive Email Marketing Revenue
• Reducing Personalization for Stronger Brand Voice
• Maintaining or Increasing Email Marketing Budget
• Core Questions Around Email Marketing Strategy

Streamlining Email Frequency to Maximize Revenue

Since I entered the email marketing industry nearly 20 years ago, email frequencies have steadily increased, and they’ve paused only briefly in the wake of the introduction of Mail Privacy Protection. The relentless drumbeat of a “more email equals more money” strategy has led us to this point, where many brands are seeing declining engagement rates and increasingly frustrated subscribers, which threatens program health.

Because of that, elite programs are reassessing which subscribers receive which campaigns. They’re sending fewer campaigns to their less engaged subscribers and more campaigns to their more engaged subscribers.

This not only improves their deliverability and program health by increasing engagement rates and reducing opt-outs, but it also increases revenue because it gives their more engaged subscribers additional opportunities to engage.

Related Article: 7 Factors That Determine Email Deliverability

Use Automation to Drive Email Marketing Revenue

Welcomes, cart abandonment and other automated campaigns are the most productive emails teams can send. Their return on investment far exceeds run-of-the-mill broadcast promotional campaigns.

It’s that outsized productivity that allows roughly 15% of brands to generate the majority of their email marketing revenue from their automated campaigns, which typically represent less than 5% of their overall email volume. Through the steady launch, maintenance and optimization of automations over years, they’ve been able to automatically address key moments and points of friction in their customers’ lifecycles.

If you want to achieve this and you’re unsure if you’re addressing all the moments that matter for your customers, take a look at this checklist of automated campaign ideas.

Reducing Personalization for Stronger Brand Voice

That’s not a typo. I do mean reducing, not increasing. That’s because the best programs have already overdone personalization, and, yes, that is a danger. They’ve realized that in their email marketing strategy, they’d squeezed out brand messaging, diminished their brand voice and undermined their ability to create common brand experiences. So, they’ve started to dial back on personalization a bit.

Last year, the brands that bragged about sending out more than 100,000 variations of email campaigns will most likely be the ones to realize they overdid it to the detriment of their brand and throttle back this year.

Maintaining or Increasing Email Marketing Budget

A bizarre thing is happening. During 2024, many brands deprioritized high-ROI marketing channels and shifted budget to lower-ROI advertising channels, according to Gartner’s 2024 CMO Spend Survey.

“In these tough times, CMOs are prioritizing investments that have demonstrable impact,” said Ewan McIntyre, VP analyst and chief of research for Gartner for Marketers. “However, there’s a mismatch between the channels CMOs are investing in and their perceived impact.”

Given instability among social networks and increasing privacy protections, there have never been more reasons to invest in building larger first-party audiences and gaining more first-party data. The best email marketing strategy recognizes this imperative and continues to invest in strong subscriber relationships and retention programs.

Looked at this collectively, the first two hallmarks focus on delivering more campaigns to your most engaged subscribers and best customers, while minimizing fatigue for less engaged ones. The last two hallmarks, on the other hand, are centered around preserving your brand.

Where is your organization on its journey toward achieving each of these goals?

Core Questions Around Email Marketing Strategy

Editor’s note: Here are two important questions to ask about email marketing strategy.

What are the best ways to increase email marketing revenue without sending more emails?

The key is to target more engaged subscribers with tailored campaigns. Brands should segment their lists to send fewer emails to less engaged subscribers while sending more frequent and relevant emails to their best customers. By doing so, they can improve engagement rates, reduce opt-outs and increase revenue. A strong email marketing strategy focused on segmentation and smart targeting is crucial for maximizing ROI.

How can automation impact email marketing revenue?

Brands that focus on automated campaigns like cart abandonment, welcome emails and re-engagement emails often see higher returns on investment. These types of emails can drive a lot of revenue, even though they may account for less than 5% of total email volume. Implementing an effective email marketing strategy with automated workflows allows brands to address key moments in the customer lifecycle, and it reduces manual effort while increasing revenue generation.

Feature Image Credit: Kristina Tripkovic

By Chad S. White

Sourced from CMS Wire

By Nicola Davis

Don’t underestimate the power of having a physical letter or flier in your hand, says Nicola Davis of Indicia Worldwide. Direct mail is especially effective in the face of digital fatigue – and can even reach gen Z.

A long time ago in a marketing department far, far away (well, Boots head office in Nottingham, actually) I was thrust into a world of direct mail creativity and insights. The very real impact of something as personal (and hopefully beautiful!) as mail landing in your home sparked my lifelong passion for great customer experience and the power of data to drive personalized and relevant campaigns.

Feature Image Credit: Chris Blonk via Unsplash

By Nicola Davis

Sourced from The Drum

By Martin Zwilling

Traditional marketing strategies, including TV commercials and newspaper inserts, are less and less effective today, as well as becoming more and more expensive. Before buying, today’s customers look beyond these to find what is being touted by trusted sources on the internet, via social media and recent reviews. Your marketing needs to be there to get everyone’s attention.

Customers for new products want to feel they have the support and positive feedback from recent purchasers and people they know, as well as confirmation of desired features and value. They don’t have time to do all the research they need on traditional channels to root out the many misleading advertisements and questionable deals prevalent in recent decades.

In my consulting with small businesses and entrepreneur mentoring, I always recommend the following new marketing strategies to get the attention of the current generation of consumers, as well as new attention from an emerging global demographic that now has instant access to the Internet through their smartphones and tablets:

1. Contact influencers and connect to Internet trends. With the wealth of information instantly available globally via the Internet on smartphones and computers, consumers are quick to see what others are doing before they make a buy decision. My experience tells me that most customers check with friends and co-workers before trying something new.
2. Get recommendations by celebrities and known experts. People are always inclined to do business with people they respect, admire, and wish to emulate. Today the Internet, as well as conventional advertising, is filled with pitches by your favourite TV or movie star, or self-proclaimed expert. We see the pitches so often that we feel a bond with the seller.
3. Appear on trusted online sources and social media. Everyone has their favourite trusted source, and it changes on a regular basis. Today’s favourites now include TikTok, Instagram, or a long-term association with Facebook and YouTube. Consumers are looking for a community of advocates, as well as trend leaders with bold new interests.
4. Attract with special deals and fun promotions. Everyone loves big discounts and one-time offers to try something new. They feel the risk is minimal and they get bragging rights for being an early adopter. A higher value is given to deals that are aimed at selected demographics, or associated with a higher cause, such as saving the environment.
5. Play to human tendency to support high-level causes. Everyone wants to help others in need or support their favourite cause, such as saving the environment. For example, Bombas donates a pair of sox for every pair purchased. This commitment to charity is a form of reciprocity for product satisfaction, and is a powerful marketing strategy.
6. Recognize that customers follow personal beliefs. The reality is that consumers do not like change, so they look for consistency with past activity, to get minimal risk of having to learn something new. That Is what drives brand loyalty, so your business must bridge new offerings via marketing and pricing to prior ones to minimize consumer fear of change.

I believe that buy decisions are made today more on psychology than product facts and figures. Even if your product or service is highly technology-based, don’t assume that the power of your technology will speak for itself and win customer advocacy. This only works with early adopters and technology aficionados.

Consumers today assign maximum value to their whole experience, as well as the experience of peers and people they trust, before assessing loyalty. I urge you to stay in constant contact with your customers and listen carefully to their feedback to assess whether your new marketing strategy is working. The long-term success of your business and your legacy depends on it.

Feature Image Credit: Getty

By Martin Zwilling

Follow me on Twitter. Check out my website.

Martin Zwilling is the founder and CEO of Startup Professionals, a company that provides services to startup founders and small business owners. He…READ MORE

Sourced from Forbes

By Louise Watson,

Events marketing shows strong predicted growth, kicking the trend of modest budget increases. Louise Watson of Propeller Group says the key to taking advantage of the bullish sector is to effectively blend campaigns with digital output.

The latest Institute of Practitioners in Advertising (IPA) Bellwether Report for Q4 2024 shows that UK companies are cautiously getting back on track with their marketing budgets. After hitting pause in Q3 due to uncertainty around the Autumn Budget, 21.7% of businesses reported increasing their marketing spend in Q4, compared to 19.9% who cut back. This led to a modest net growth of +1.9%. While this is a step in the right direction, it’s still the second-smallest increase since early 2021. That said, there’s plenty of optimism for 2025/26, and what really stands out is how much companies are leaning into live events.

The events sector saw a strong +12.3% growth in budgets – a clear sign that face-to-face experiences are back in a big way. This shift highlights a smart move for businesses: investing in live events is a powerful way to build brand reputation, drive growth, and make real connections with target audiences.

On and off

That’s not to say online advertising isn’t important – it absolutely is. Digital campaigns continue to be a vital part of marketing strategies. But what we’re seeing is that events and live experiences offer a unique way to complement digital efforts by creating opportunities for genuine, in-person engagement. It’s about finding the right balance and blending channels effectively.

We’ve seen this approach work wonders for our clients. Whether it’s hosting their own branded events, partnering with established industry events, or creating innovative fringe experiences, the key is identifying the right opportunities. Not all events deliver the same value, and we regularly guide clients in choosing the best events and activation strategies that align with their goals.

After years of virtual meetings and digital-only campaigns, it’s clear that in-person events are more valuable than ever. Even in the face of economic and political challenges, brands see the payoff of creating immersive, engaging experiences. Events let companies bring their values to life, showcase innovations, and build strong partnerships in an authentic way.

Strong outlook

Looking ahead, the strong projected growth in event marketing for 2025/26 (+15.5%) shows that businesses are doubling down on this strategy. Events provide a direct, measurable way to engage with audiences and drive meaningful results, especially when combined with smart digital strategies.

For companies ready to stand out and grow, now’s the time to tap into the momentum of the events industry. Live experiences aren’t just a marketing add-on – they’re a core part of a strategy to build brand trust, generate leads, and stay ahead of the competition. Creative, well-executed events help brands connect on a deeper level and set themselves apart in the market.

In short, the IPA Bellwether Report makes it clear: while caution still lingers, the surge in event marketing shows that businesses know how valuable it is. Companies that prioritize live experiences—supported by smart marketing—will be better equipped to engage, inspire, and grow. The future of marketing is all about creating meaningful, memorable moments—and those who embrace this will thrive in an ever-changing market.

Feature Image Credit: Fidel Fernando via Unsplash

By Louise Watson,

Associate Director (Growth Marketing)

Sourced from The Drum

By Aytekin Tank

Just a week after launching its R1 artificial intelligence model, DeepSeek took the title for most downloaded free app in the United States. Curious about this new AI disruptor, I decided to test it against ChatGPT. I gave both models the same prompt:

“Can you please write an intro to an article comparing ChatGPT and DeepSeek? It should be conversational, punchy, and timely.”

The results were surprising. A regular ChatGPT user, I found myself leaning toward DeepSeek’s introduction. The headline alone felt slightly more compelling.

ChatGPT vs. DeepSeek: The AI Showdown You Didn’t Know You Needed

Versus ChatGPT’s:

ChatGPT vs. DeepSeek: Which AI Model Wins in 2024?

ChatGPT’s version was more straightforward but lost points for incorrectly stating ‘2024’—I ran this mini-test in early February 2025. DeepSeek, on the other hand, leaned into trendy jargon, yet its response felt like a headline I’d actually want to click.

No matter how you phrase the question, the answer is clear: their strengths are comparable and there is no AI winner yet. As CEO of Jotform, I’m always researching the latest AI tools and new ways to automate my busywork. Here are the relative strengths of the two AI models dominating today’s headlines.

Writing: Creativity vs. Precision

As of 2023, employees reported using ChatGPT primarily for writing, copywriting, and content creation—second only to coding. Generating creative, engaging content is one of ChatGPT’s strengths. What’s more, you can even train ChatGPT to write in your voice by sharing excerpts of your writing and guiding the LLM on which facets of your writing to channel. For example, if you want it to generate content reflecting your humour and wit, but not your more formal tone, a simple prompt is all you need. It’s truly impressive.

While DeepSeek isn’t a bad option for writing, I’ve found ChatGPT to have a bit more sophistication and finesse—the kind of writing you’d expect from a reputable lifestyle publication. It makes sense. While OpenAI trains ChatGPT using human feedback, DeepSeek relies solely on computer-driven reinforcement. This approach might give it an edge in technical subjects, but when it comes to areas requiring nuance and subjectivity—where answers aren’t black or white—it is less refined.

That said, if DeepSeek doesn’t always measure up on creative flair, it excels at technical writing. For example, if you need to generate coding documentation, scientific explanations, or data-driven reports, DeepSeek generates precise writing—and fast. Another advantage is that DeepSeek, unsurprisingly, has advanced Chinese-language writing skills, which can be an asset depending on your business needs.

Research: Synthesis vs. Rigor

Large language models can be powerful research tools, helping you identify and synthesize relevant information in an instant. It’s no secret, however, that tools like ChatGPT hallucinate sometimes—in other words, they make things up. Usually, this happens when the information you’re seeking is beyond its training scope. LLMs tend to be people pleasers—they’d rather generate a coherent response than admit they don’t know the answer to something. That’s why the cardinal rule of using LLMs for research is to always verify sources and locate the relevant information within them.

ChatGPT and DeepSeek have unique strengths when it comes to research. Being the more creative, nuanced idea synthesizer, ChatGPT is my choice for research tasks requiring interpretation or subjective reasoning. For example, if you want the LLM to locate a historical fact and explain its significance in a larger context.

To demonstrate, I used the following prompt with ChatGPT:

“Briefly, can you explain how the fall of the Roman Empire influenced modern governance? Please link to sources.”

It provided a comprehensive answer that stuck to the original question. It included direct links to sources after each paragraph. ChatGPT concluded, “In summary, the fall of the Roman Empire prompted a shift from centralized imperial rule to decentralized governance structures, laying foundational elements for contemporary political systems.” DeepSeek, on the other hand, offered an organized answer, broken down into four points. It did not, however, stick to the original question. For example, it provided insight into how Roman law (rather than the downfall) influenced the modern civil law system. Then, it listed a few sources—books like Edward Gibbon’s The History of the Decline and Fall of the Roman Empire. Don’t get me wrong, I love reading paperbacks, but for my daily research relating to work, I tend to stick to digital sources.

DeepSeek, however, might be a smart choice for objective data, structured computations, or technical accuracy. For instance, I asked both models to break down the Pythagorean theorem. Both models offered thorough answers, but DeepSeek included an illustrative visual representation. For users looking for clarity, precision, and supplemental visuals in their research, DeepSeek could offer a distinct advantage.

Idea Generation: Who’s the Better Brainstorming Partner?

When working with an LLM, it’s crucial not to delegate your creativity entirely. AI can be a powerful tool to kickstart ideas, expand your pool of possibilities, and handle the parts of the creative process you might not enjoy—like headline writing or social media captions. However, it’s important to maintain control. AI should free up time for your best thinking, not replace it.

With that in mind, both ChatGPT and DeepSeek have proven valuable for idea generation. Since ChatGPT is often associated with creative tasks, while DeepSeek has a reputation for more technical prowess, I tested both with the following prompt:

“Please generate a list of article ideas about the AI race.”

I wanted to see how each model would interpret the vagueness of the prompt—which “race” it would focus on (competition between models? Between countries?)—as well as how it handled the lack of criteria (e.g., SEO optimization, authoritative tone).

ChatGPT generated its reply a few seconds faster, but DeepSeek’s response was more in-depth—producing 24 ideas compared to ChatGPT’s 20, and organizing them into eight categories (e.g., “Cultural and Philosophical Perspectives” and “Ethical and Societal Implications”) versus ChatGPT’s four. Both models generated thoughtful ideas that reflected today’s narratives surrounding AI across multiple dimensions.

While ChatGPT’s suggestions were sophisticated and aligned with the current media landscape, DeepSeek remains a strong contender. If your work relies more on structured insights than imagination or creativity, DeepSeek could be a valuable addition to your toolkit.

Coding: A New Open-Source Power Player?

Investor and entrepreneur Marc Andreessen called DeepSeek R1 “one of the most amazing and impressive breakthroughs I’ve ever seen — and as open source, a profound gift to the world.”

So, what do developers think?

While it depends on the goal and situation, the consensus seems to be that DeepSeek’s R1 is a great option. Some are saying it’s the best model at the moment. At the very least, it’s the first open-source model to compete with the current juggernaut leaders like OpenAI and Google. For developers looking for transparency, flexibility, and high performance in their coding projects, DeepSeek’s open-source model is an excellent choice.

Models like ChatGPT and DeepSeek are evolving and becoming more sophisticated by the day. Meanwhile, new players like Alibaba Cloud, Zhipu, Moonshot AI, and ByteDance are entering the ring. For the average AI user, navigating this increasingly crowded market might feel overwhelming—but ultimately, more competition means better, more accessible tools. If DeepSeek’s arrival has proven anything, it’s that as AI advances, it also becomes more user-friendly. So experiment, explore, and stay tuned.

Feature Image Credit: GREG BAKER/AFP via Getty Images

By Aytekin Tank

Follow me on Twitter or LinkedIn. Check out my website.

Aytekin Tank is the founder of Jotform—a bootstrapped global SaaS company that provides powerful online forms to +25 million of users. He is a… READ MORE

Sourced from Forbes

By Catherine Brinkman

By Catherine Brinkman

Catherine Brinkman is a dynamic professional with a rich background in corporate training, AI integration and business development across high-tech, finance and manufacturing sectors. A Silicon Valley native, she has over two decades of fundraising experience, 17 years as a corporate trainer with Dale Carnegie Training and 21 years of media training for political candidates.

Sourced from CMSWIRE

By Lauren Forristal

Spotify announced Thursday the launch of its new “Partner Program” that lets popular podcast hosts monetize their video content.

Spotify’s new program gives qualifying creators on its platform opportunities for extra income beyond just advertising revenue, such as video pay-outs. The program was initially announced back in November and is officially available in the U.S., the U.K., Canada, and Australia starting Thursday.

The program is expected to enhance Spotify’s video podcast library, likely aimed at competing with YouTube, which currently dominates the overall video space. According to Spotify, over 65% of eligible podcast shows have already enrolled in the Partner Program since the company revealed it at its Now Playing event. This includes Smart Money Happy Hour, The Paranormal Podcast, The Makeshift Podcast, Girls Rewatch Podcast, and more.

Spotify has also begun allowing Premium users to watch video podcasts without ads. It also launched a new tool called Podcast Clips, which are short-form videos uploaded by creators to promote their shows and help users discover them more easily. Since the feature’s launch in select markets in November, the company claims that clips are “33% more effective than previews at converting browsers into engaged listeners.”

Feature Image Credit: Getty Images

By Lauren Forristal

Lauren covers media, streaming, apps and platforms at TechCrunch.

Sourced from TechCrunch

Sourced from OM

Irecently wrote about the future of the browser and Surf, a new app from the creators of Flipboard. Both stories explore the changing nature of the web and its impact on the media landscape. I’m not shy about expressing my frustrations with the establishment media and the ever-present gulf between technology and old media companies. I’ve been involved with the internet and online publishing from the very beginning — even before many big media companies embraced it. Those companies have almost always lagged behind in understanding the shifting reality of what media is, how we consume it, and how it’s distributed.

The widespread lack of understanding among the establishment media allowed Google to become a behemoth. And then they essentially handed the keys to the kingdom to Mark Zuckerberg and Co. They are making the same mistake with the new AI platforms. Despite all the brouhaha about fighting Perplexity or OpenAI, it will amount to nothing more than a short-term squeeze play.

Some media companies are simply signing deals, taking the cash while they can. By doing deals with these platforms and giving them access to their content, most publications might feel they will be rewarded with traffic to their websites. Here’s what Nicholas Thompson, CEO of The Atlantic, said on a podcast:

We can go through it in complex way or the simple way. The simple way is we believe it provides revenue, but more importantly provides a potential traffic source. Provides an avenue for a product partnership that could be very beneficial, and that provides a way for us to help shape the future of AI…

…[Another] part is this very interesting search element, where right now in OpenAI they have browse mode and they can link out to Atlantic stories. They have said that they’re going to build a search product. They have not launched the search product, but they have said they would build it. We have allowed them to include The Atlantic in their search product.

Our view is that if this becomes an important way that people navigate the internet, that it will be better for us to be in it than to not be in it, and also to help shape it than not help shape it.

The Atlantic and its brethren have about as much chance of shaping the future as I do of convincing Elon Musk to focus on playing cricket. The challenge for these publications is more existential.

Unlike search engines, AI platforms are built on precision and summaries. They’re unlikely to be a major source of traffic or advertising revenue. What about getting paid for the summaries OpenAI serves in response to prompts? These prompts will vary widely, as will the responses, breaking the traditional mass-media revenue model. As I explained in my “future of browser” article, information itself is being atomized, which will likely upend the web and media as we know them.

Facebook made big promises to media companies, only to pull the rug from under them. OpenAI, Anthropic, and Perplexity are likely to be equally, if not more, ruthless. These platforms won’t need the media for long.

The old media has consistently misunderstood digital transformation, and it’s no surprise that we have a media ecosystem still trapped in old monetization models, where “interruptions” have only grown more aggressive. What began as occasional magazine ads has evolved into a constant barrage across all platforms—from billboard-cluttered webpages to podcast sponsorship breaks and algorithmic social feeds designed for ad delivery.

Social media platforms, built around algorithmic feeds and advertising models, have reduced content discovery to a game of clicks, likes, and engagements. Mass-market media has followed suit, optimizing for sensationalism rather than depth. All of it, from podcasts to news apps, interrupts users constantly with ads, pushing all of us to exhaustion.

In reality, the seeds of media’s destruction are built into its architecture, because outlets must feed advertising systems, not the audience. The media establishment disregards why audiences visit them, and it’s no surprise the system has reached its limits. Too many advertisements, too many interruptions, and too much “content” mean that, as an end customer, you are decoupled from media brands.

Nowhere was this more obvious than during the recent election cycle. The news cycle showed that information consumers were ready to move on from tired old content creation, delivery, and distribution models. Who wants to deal with 500 versions of a 500-word article with a sizzling headline and a sliver of actual news? Try sitting through 10 minutes of CNN or any cable show. Screaming, shouting, and superficiality make it easy to tune out traditional media.

It’s hardly surprising people want 60-second summaries on TikTok and headlines on Twitter. A recent Pew Research study found that “about one-in-five Americans – including a much higher share of adults under 30 (37%) – say they regularly get news from influencers on social media.” While social media is known for hot takes and memes, it’s much more than that, as Pew’s study revealed. “Overwhelming majorities say they get all four types of content asked about in the survey: basic facts (90%), opinions (87%), funny posts (87%), and breaking news (83%),” the survey noted.

OpenAI and Claude are demonstrating that we’re entering a phase where individuals will engage with platforms as a singular individual entity. Even if these platforms adopt advertising, each query will generate a unique response, making it difficult to replicate traditional mass media monetization. This represents the newest variation of the game played by Google and Facebook.

Google and Facebook are already showing that by embedding “Ask AI” and “Summaries” into their products, they are ready to produce one-to-one advertising using “Generative AI.” They won’t need to send people anywhere, much like OpenAI or whoever triumphs as a big winner in the AI sweepstakes.

The internet was originally envisioned as a place for connection, collaboration, and discovery. But over time, it has been distorted by business models that prioritize engagement metrics over meaningful interaction. Discovery has long been the open web’s greatest challenge, with search engines turning it into an SEO game and social platforms creating algorithmic echo chambers. AI platforms are making discovery almost irrelevant.

You stay still, but your AI agent goes out and fetches, distils, and synthesizes the content and renders it in whatever format you want — audio, video, or text. This is the future. None of the media business models will work in the future — neither advertising nor paywalls. Today’s content deals, like the one The Atlantic signed with OpenAI, are akin to the sugar high you get from soda. The sugar high is followed by the inevitable crash.

Feature Image Credit: Photo by Jeremy Bishop on Unsplash

Sourced from OM

By Deepak Bansal

As someone who has spent decades in the digital marketing industry, I’ve witnessed the evolution of marketing tactics and the shift from traditional advertising to an interconnected digital ecosystem. Today, building a successful marketing campaign from the ground up requires creativity, strategy, data-driven decision-making and a deep understanding of your audience.

Here’s a step-by-step guide to crafting a winning campaign from scratch.

Start by defining clear goals.

To create a successful campaign, you need to start with a solid understanding of what you want to achieve. Are you looking to generate leads, drive sales or boost website traffic?

Use the SMART framework—specific, measurable, achievable, relevant and time-bound—to articulate these goals. For instance, instead of saying, “We want more website traffic,” say, “We aim to increase organic website traffic by 15% over the next three months.”

In one of my recent campaigns, we set a goal to boost lead generation for a B2B client by 20% within six months. This included increasing webinar signups and free trial conversions through targeted LinkedIn ads and email marketing.

Understand your target audience.

You can use resources like social media insights, customer surveys and Google Analytics to gather data on demographics, preferences and behaviour. Develop detailed buyer personas that include information about your ideal customers’ pain points, goals and purchasing triggers.

The more precise your understanding, the better you can tailor your campaign to resonate with your audience. For instance, when working on a campaign for a healthcare client, we developed personas by analysing patient feedback, conducting surveys and using keyword research tools. We discovered that one segment of the audience was highly concerned about affordability, while another prioritized access to cutting-edge treatments. This insight allowed us to craft tailored messaging for each group.

Perform a competitive analysis.

Identify your top competitors, and analyse their digital marketing strategies. What platforms are they using? What types of content do they produce? How do they engage their audience?

You may want to use tools like SEMrush or Ahrefs, which can help you better understand your competitors’ keywords, backlinks and overall strategy. This information can then help you identify gaps in their approach and opportunities to differentiate your campaign.

Choose the right channels.

Not every platform will suit your campaign. A B2B campaign might prioritize LinkedIn and email marketing, while a B2C brand might focus on Instagram, TikTok and influencer partnerships. Evaluate where your target audience spends the most time online and focus your efforts there.

Create high-quality content.

Content is king, but consistency and quality are equally important. Make sure you develop a content plan that aligns with your campaign’s objectives, and create materials that add value to your audience. This could include blog posts, videos, infographics, podcasts or social media posts. Don’t forget to optimize your content for SEO to improve visibility in search engines.

When creating content, I always ask: “What problem does this solve for the audience?” For example, a recent blog series for an education client addressed common student concerns about college applications. This helped to drive organic traffic and position the brand as a trusted authority.

Leverage automation and tools.

Tools like HubSpot, Mailchimp and Hootsuite can help you schedule social media posts, manage email campaigns and track performance metrics. Automation doesn’t mean losing the human touch; instead, it ensures consistent delivery while freeing up time for strategy refinement.

Implement A/B testing.

No matter how well you plan, not every element of your campaign will work perfectly. With A/B testing, you can compare different versions of an email, ad or landing page and identify which performs better. Small tweaks—like changing a call-to-action button’s colour or headline—can significantly impact your results.

I’ve learned that A/B testing is most effective when you want to refine specific elements of your campaign to improve performance. I decide to use A/B testing when a key component, such as a call-to-action, subject line or ad creative, has a significant impact on user engagement or conversions, but I’m uncertain about its effectiveness. For instance, if an email campaign has a lower-than-expected open rate, I would test variations in subject lines to determine which resonates better with the audience.

Some of the best factors to test include:

• Headlines or titles: For emails, landing pages and blog posts, headlines significantly affect click-through rates.

• Call-to-action (CTA): Testing variations in wording, placement or design can yield insights into what drives user action.

• Visual elements: Variations in images, colours or layouts can influence user engagement and emotional response.

• Email content: Testing different lengths, tones or offers in emails can help you identify what leads to higher open or conversion rates.

• Ad copy: Small changes in phrasing or value propositions can make a big difference in click-through rates and engagement.

By starting with a clear hypothesis for each test, you can focus on data-driven decisions to optimize campaign performance.

Monitor and analyse performance.

Use tools like Google Analytics, Facebook Audience Insights and custom dashboards to track your campaign’s performance in real time. Keep track of metrics such as conversion rates, click-through rates and return on investment (ROI). Be prepared to adjust your strategy based on the data.

Engage and interact with your audience.

Digital marketing is a two-way street. Encourage engagement by responding to comments, hosting live sessions or running interactive polls. The more you engage with your audience, the more likely they are to trust your brand and become loyal customers.

For example, in a campaign for a lifestyle brand, we hosted weekly Instagram Q&A sessions to answer customer queries. This strategy helped us boost engagement, and it provided valuable insights into customer preferences.

Refine and optimize.

A successful campaign doesn’t end with execution. Conduct a post-mortem analysis to identify what worked, what didn’t and why. Use these insights to improve your future campaigns and maintain a cycle of continuous learning and optimization.

Building a digital marketing campaign from scratch may seem daunting, but with a structured approach, it’s entirely achievable. Start with clear goals, understand your audience, leverage technology and remain adaptable to data insights. Staying curious and committed to learning is your best strategy for long-term success.

Feature Image Credit: Getty

By Deepak Bansal

Follow me on LinkedIn. Check out my website.

Deepak Bansal, Director of Digital Marketing, Atihsi LLC and CEO & Founder, Clearpath Technology Pvt Ltd. Read Deepak Bansal’s full executive profile here.

Sourced from Forbes

By Jamie Gutfreund

From Short-Form Content To Long-Term Assets

Most brands and media executives still approach TikTok, YouTube, Meta, and Snap as platforms for advertising or one-off creator partnerships. But audiences don’t consume content like they used to. With short-form video now accounting for 80% of all mobile data consumption, people expect entertainment, not advertising.

Social platforms offer more than distribution—they allow brands to own the connection with their audiences by creating formats people want to watch. The lesson for brands? Stop thinking like advertisers and start thinking like producers—invest in stories and formats that build long-term value.

Proof That Branded Content Works

The shift from advertiser to producer marks a new era for brands. Retail giant Target and luxury jeweller Alexis Bittar show how original series can turn marketing campaigns into enduring franchises that deliver ongoing valu

Target’s ‘Teammates of Target’ – Building on the viral YouTube series Husbands of Target, Target and creative studio Portal A extended the franchise into a branded series featuring NFL players Matthew Stafford, Garrett Wilson and WNBA stars Kelsey Plum and A’ja Wilson. Distributed across TikTok and Instagram, it earned 45 million views, showing that brands don’t have to start from scratch—expanding existing concepts can be a scalable strategy.

Alexis Bittar’s “The Bittarverse” – Luxury jewellery brand Alexis Bittar launched a TikTok soap opera-style series set on New York’s Upper East Side. Using humour and guest stars like Susan Sarandon and Coco Rocha, the series showcases its jewellery collections and drove a 41% increase in eCommerce sales year over year

By Jamie Gutfreund

Jamie Gutfreund covers the business of the creator economy. As a CMO and senior executive for leading brands and agencies, Microsoft, Hasbro, Creative… READ MORE

Sourced from Forbes