how to run a direct and digital marketing campaignThe world is continually moving faster and faster and in order to get our products and services in front of our buying markets we need to be moving even faster. Every aspect of your organisation needs to be primed to understand today’s world and be agile enough to move ahead of the trends with maximum efficiency. So why should your marketing department be any different?

Cumbersome and disorganised processes can slow you down; decreasing productivity while wasting time and money.  Confusing and sloppy procedures often result in an incomplete and ineffective output. A far cry from the slick operation required for organisational success. 

Timing and positioning are founding factors in the success of any marketing campaign and so it is without a doubt that their success relies upon clear organisation.  Marketing campaigns are never straight forward; they consist of a multitude of moving and adapting parts and require the input of multiple team members each with their own opinions and ideas. Driving a direct and digital marketing campaign forward and in the singular direction of success can prove to be impossible if there is no clear direction and organisation applied to the individual parts.

A team that is organised is able to think clearly; keeping targets in mind with clear ideas of how to reach them. When systems are in place work is conducted in a logical and timely fashion, meaning that priorities can always be kept at the forefront.

Organisation is a skill -  a skill that can be learned, developed and applied to anything. Including the development and delivery of a direct and digital marketing campaign. 

By considering three primary areas it can become easier to cut through the haze of unnecessary tasks and create a procedure that allows for agile proficiency that gets your target audience engaging with your marketing message.

1) Use your goals to outline your procedures

Understand where you want to end before you even start. By mapping out the finish line and all the milestones in between you can begin to piece together an outline of the steps required to get you there. Working backwards can be a handy tip to make sure you haven’t missed anything out.

By looking at it from multiple angles you can begin to understand how each procedure within a marketing campaign influences those that follow on. For example, by understanding who your target audience is you can begin to compile a database of relevant contacts and to start creating content that they will find of relevance and interest.

 2) Communication

There are so many things that must be considered and delivered before a campaign can launch. There are various components and tasks that will be better delivered by combining a number of varied insights from across the team; while there will be others that require the specialised knowledge, skills or experiences of an individual team member. Each of these separate processes of an overall marketing campaign must be delivered to form a cohesive end goal. Coordinating this delivery processes will require communication and an understanding of the role of the individual within the whole process. This means that responsibility for individual tasks must be assumed along with the appropriate accountability. Mistakes or delays in a component procedure can have lasting knock on effects in the delivery of the campaign as a whole.

 3) Timescales

For many the start and end dates of a marketing campaign are the ones that are burned into the memory. But in order to keep to the set schedule and to make sure the campaign launces as planned there are other dates before and during this time that must be recognised and adhered to ensure the success of a campaign.


There are multiple components within a marketing campaign so not only is it important to understand who is responsible for their delivery but also to understand the time frame within which they must be completed. Tasks that are late or incomplete can have a detrimental effect on the completion and delivery of subsequent tasks. For example, if both sales and marketing cannot agree on the value proposition, relevant and effective content cannot be created.

Here at INCo we understand the processes required for the development and creation of a direct and digital marketing campaign. Through years of experience we have been able to streamline our processes to ensure that our team can work with agility and productivity; always keeping our goals and priorities at the forefront.

INCo have spent the time developing the skills required to create order within the chaos that can be direct and digital marketing. Why not take advantage and bring organisation to your marketing campaign by downloading our Checklist: How to Run a Direct and Digital Marketing Campaign.

download our checklist