Level 4: Campaign Design

This level in the Digital Engine assists you in creating an editorial calendar and tracking model in efforts to prepare for the campaign launch. The first chapter opens with a discussion on the process of creating a digital marketing plan and how to fine tune that plan as we transfer the content matrix into a rolling editorial calendar. The editorial calendar is an invaluable tool to help you keep up and stay on track with the implementation stages of your digital marketing plan. The second and final chapter in this level sets the stage for preparing the tracking mechanism of the campaign. It specifically works through the process of social acquisition by monitoring platform insights from each social media channel. Then it digs deeply into Google Analytics to demonstrate the process for how individuals enter into, move around in, and exits an individual website. It details all of the audited metrics needed to make sound managerial decisions regarding the optimization of the campaign by driving traffic from direct, social, search, and referral channels.

Assignments in Level 4 not only assist you in developing and deploying your rolling editorial calendar, they also help in setting up all of your destination goal funnels for your website. These online forms, along with tracking them through Google Analytics, will create the lead generation mechanisms for how you will collect user data. The user data is stored within your website for which you can later connect a CRM database to manage all of your new contacts and their potential for being viable sales contacts in the future. These assignments are the essence for lead generation through a digital inbound marketing process.