Effective utilisation of digital marketing project management methods can boost the online campaign. As we know, digital marketers work with tight deadlines and lots of tasks. They have to keep the marketing going while creating new ones.
Digital marketing is full of initiative and creativity. It tells brand stories and sends prospects to the sales funnel. Without digital marketing, it is difficult for businesses to get loyal customers.
Digital marketing project management assisting the entire product marketing process. From the start of the idea and execution, organise and make sure everything is fulfilled. Unfortunately, it's not that easy. Sometimes, the steps taken are not quite right, causing business losses. Up 12% of resources are wasted due to poor project management worldwide. It's important to gauge each step to accurately steer clear of such failures.
This post will teach us how to use digital marketing and project management steps. So, let's roll!
What is Digital Marketing Project Management?
Digital marketing project management covers the methodologies used to keep campaigns on track. This helps the team and stakeholders stay informed and keeps the projects within their scope.
The principles used to manage digital marketing projects are almost identical to project management in another industry. The difference lies in the strategy phase before starting execution. It includes market data research activities and exploring the appropriate audience for the campaign.
General marketing project management with digital marketing overlaps. But broadly speaking, their focus is different. Project managers in digital marketing take care of everything in social media, websites and cyberspace.
Why Digital Marketing Project Management is important
It affects how online marketing projects are managed, including the people involved. The project management process needs improvement if online marketing falls short of its goals.
Three groups are needed to manage a digital marketing project. The three groups are:
- Digital marketing project manager (in some companies, this role is the same as marketing project manager).
- Internal team, such as executives, social media, sales, admin, creative, editor, etc. (including team members).
- External teams, such as vendors, clients, investors, and end-users.
Each group has its responsibilities. For example, a project manager must prepare a budget and KPIs for an online campaign. Or an internal team for the content execution process.
10 Steps Project Management Method in Digital Marketing
A digital marketing project can use four methodologies in digital marketing. However, we will not discuss it here.
You need to understand the ten key steps in digital marketing execution. Also, some people simplify these ten steps into five protective phases. These steps can serve as a general framework for specific projects like SEO, affiliate marketing, or social media.
Objectives and analysis campaign
The first phase has two steps: defining goals and identifying success metrics. You should set goals at the start of the phase. Also, outlining success metrics will provide clarity to the project.
1. Defining goals: Define specific end goals at the start of the project you are working on. That way, the team knows the target to strive for. For example, brand awareness on Instagram is up 10% from the first quarter.
2. Identify success metrics: this includes the KPI of the specified target. KPIs can be time, budget or changes to the team structure. For example, since the goal is Instagram brand awareness, the influencing metrics are Engagement Rate and Audience.
Digital marketing strategy
The trick is using the first phase's targets to drive the digital marketing strategy. In this phase, you will meet more data from market research and determine your audience.
3. Determine the appropriate audience for the campaign: the right audience will make campaigns achieve high ROI. Choose those that resonate with your brand or campaign goals. When you succeed in reaching this audience, your chances of becoming a prospective audience will increase.
4. Set messages and CTAs: these include the content or media used. Messages must match the needs and characteristics of the audience so they don't hesitate to share messages or content.
Scheduling and delegating
You need to make a detailed plan or timeline for distributing the campaign. Here the collaboration will be stronger because there are steps to delegate tasks.
5. Explaining the scope of the campaign: The project manager will convey the project's scope to the team. The scope includes constraints on project time, resources and budget. In addition to the team, stakeholders must know the project's scope to limit change requests. For example, an awareness campaign only has a budget of 300 million, so it prioritises organic content distribution.
6. Delegating tasks: stop feeling like you can do anything. Begin to delegate tasks if you want to stay on track. Create a project timeline and ensure the whole team knows it.
This is the most stressful moment or phase when the campaign starts. In the fourth phase, the team will distribute content through videos, emails or games to the masses. You will see the strategies that have been prepared start running one by one.
7. Create project deliverables: create content that outperforms competitors and impresses audiences. Touch the most crucial characteristics and angles of the audience. Remember, one of the main components of marketing is content. So make content that is shareable and useful.
8. Distribute to agreed marketing channels: Determine the channel with the most target audience. Use optimisation processes such as hashtags and keywords. Don't forget to consider the channel limit in the third phase. You can also create webinars or virtual events.
Monitor and review
A digital marketing project won't be done just because it's been launched. The team must monitor content, respond to consumers, and track budgets to optimise it. Use the success metrics you have defined to monitor the project.
9. Monitor campaign results: you can use kanban board or digital management software to monitor KPIs. Campaign results are not always good, so you need to evaluate them. If there is still time, optimise based on campaign results data. Remember to document every campaign. Semrush shows that 78% of successful content marketing has a documented strategy.
10. Set default for next project: after the timeline is complete, detail what worked and did not. These points will set the new standard for future campaigns. For example, when an awareness campaign is underperforming with a non-productive age group, you can set an age limit for future campaigns.
To sum up, project management is an essential aspect of digital marketing. Following a systematic approach can lead to better results. By utilising these 10 steps, you can plan, execute and track your digital marketing projects more efficiently and effectively.
So put these steps into practice, and see the benefits for yourself. With the right approach and a clear roadmap, you'll be able to deliver successful and impactful digital marketing campaigns every time.