Six Considerations for Building a Digital Marketing Campaign for Maximum Impact

In 2025, digital advertisements are just about everywhere. So much so that it often feels like they’re following you around. As a digital marketer, I know that our phones are not listening. Rather, marketers are getting better at leveraging data to create digital marketing campaigns that feel highly personalized. 

Digital marketing has undergone a significant transformation since its inception. Most recently, the COVID-19 pandemic accelerated digital marketing adoption. As lockdowns made physical interactions nearly impossible, digital marketing created a bridge between marketers and customers.  

The evolution of digital marketing has transformed traditional marketing approaches, creating new opportunities for organizations big and small to reach audiences globally. Today, it’s no longer just an option; it’s a necessity. Here are six key considerations for building a digital marketing campaign that delivers maximum impact. 

Creating the Foundation 

The foundation of a successful digital marketing campaign begins with the strategy. Set goals that are specific, measurable, and actionable. What does success look like for the campaign? Is it increasing search volume through brand awareness, generating leads, etc.?   

KPIs and typical use cases for a digital strategy can include: 

• • Click-through-rate (CTR): Measures the percentage of users who click on a specific link out of the total users who view an ad, email, or landing page. This is typically used in the consideration stage to get a sense of how compelling your messaging is. 
  • Cost-per-click (CPC): The amount paid for each click on your ad. CPC is also in the consideration stage and helps to assess the cost-effectiveness of paid campaigns. 
  • Conversion rate: The percentage of users who complete a desired action (form submit, purchase, etc.) out of the total users. As the name suggests, it measures the effectiveness of your landing page in driving user action in the conversion stage. 
  • Customer acquisition cost (CAC): The total cost of acquiring a new customer, calculated by dividing total marketing and sales expenses by the number of net new customers acquired in the conversion stage. 
  • Return on investment (ROI): The ratio of net profit to the cost of the marketing investment. ROI is measured in the conversion stage and assesses the overall profitability of your paid marketing efforts.   
  • Return on ad spend (ROAS): Measured revenue generated for every dollar spent on advertising. This is measured in the conversion stage of the funnel, illustrating the effectiveness of campaigns in generating revenue for the business.  
  • Customer lifetime value (CLV): The total revenue a business can expect from a single customer. CLV is in the retention stage and helps marketers to understand the long-term value of their customers.  

Audience Personalization and Targeting 

Defining your target audience segments is essential for running an effective digital campaign. The more detailed buyer personas you create, the more efficient your targeting can be. 

Mapping the customer journey allows you to align messaging with each stage of the funnel, from awareness to conversion. Once you understand how your audience moves through this journey, you can customize content that resonates at each point. 

A Multi-Channel Approach 

Research shows that 73% of shoppers are engaging with multiple channels, typically using an average of six touchpoints before completing a purchase. Utilizing multiple channels in your digital marketing campaign extends your reach and increases overall impact by delivering cohesive messaging wherever your audience spends time. Content should be customized based on audience behavior and campaign goals. 

Text ads are critical for providing context and are typically seen on landing pages once users click the ad in paid search advertising. It’s important to focus on clear value propositions, call-to-actions, and relevant keywords to maximize performance.  

On the other hand, video ads are an important medium for a full-funnel digital marketing strategy. They tend to drive significant engagement and are used typically for awareness. Audio ads reach audiences through podcasts, streaming music, and digital radio. Contextual targeting by podcast topic or music genre creates natural alignment with audience interests, and audio creates intimate connections with listeners.  

Each digital channel has a unique role to play: 

• • LinkedIn: The B2B platform allows for image ads, message ads, articles, videos, and other formats with sophisticated audience targeting capabilities. Optimal use cases include lead generation, and more recently, thought leadership content. 
  • Meta: This platform is optimal for highly visual content, promoting ads across Facebook and Instagram. Meta typically delivers lower cost-per-clicks compared to LinkedIn, making it ideal for scaling top-of-funnel campaigns. 
  • Google: Google is ideal for capturing high-intent audiences, driving conversions, and retargeting users who are already familiar with your brand. Integration across search, YouTube, Gmail, and display networks creates multiple touchpoints throughout the customer’s journey. 
  • Bing: This search engine is valuable for reaching an older, more affluent demographic and supplementing Google search campaigns with less competition. Strong integration with Microsoft products makes it particularly effective for B2B campaigns. 

Interactive Elements for Engagement 

Interactive content transforms passive viewers into active participants, making your digital marketing campaign more memorable and effective. Shoppable posts, polls and surveys, and gamified elements are all high impact interactive formats that encourage participation and can be integrated at various funnel stages.  

Ensure interactive elements work flawlessly not only on desktop, but also on mobile devices, where over 60% of web traffic occurs. Clearly communicate the benefit users receive from their participation, and balance interactivity with load times to prevent abandonment of landing pages. 

Performance Measurement and Optimization 

Data-driven strategies combine customer and marketing data to deliver personalized experiences across the customer journey. Effective digital marketing campaigns are cognizant of marketing metrics and use data to track and refine performance.  

The most successful digital marketing campaigns evolve through continuous optimization on a set cadence, allowing marketers to evaluate how real-time campaign optimizations impact performance. This may include A/B testing to compare different variables and identify what drives the best results, as well as insights gathered from the campaign flight that refine and inform digital strategy for the future.  

The Role of Artificial Intelligence 

From automation to scaling processes, artificial intelligence (AI) holds a lot of promise for digital marketing, and a growing number of marketers are taking advantage. 84% of marketers think that AI will redefine relationships between agencies and clients, while 87% of agencies are already offering AI-powered services and are already seeing a positive client response. 

To leverage the benefits of AI, consider how it can help you in your digital marketing campaigns, whether that’s generating content, analyzing performance, or automating data integration. AI excels at things like predictive analytics, audience segmentation, and competitor analysis among others. But the key is balancing automation and insights with human oversight to maintain brand authenticity while achieving efficiency gains.  

With constant changes in the digital marketing landscape, high-performing marketers connect with customers through data-driven digital marketing campaigns. 91% of CMOs say they must continually innovate to remain competitive – will you be joining them in their innovation journey? Learn more at https://www.theblissgrp.com/capabilities/digital-marketing/