Internet Marketing Digital_marketing_for_dummies | Page 45

Understanding the Three Major Types of
Campaigns
Although you may have many business goals that you want to affect through your digital
marketing, you’ll find that you can meet most objectives with three broad categories of
digital marketing campaign: Acquisition, Monetization, and Engagement.
Each of these types of digital marketing campaign has a very specific role to play in your
business, as follows:
Acquisition campaigns acquire new prospects and customers.
Monetization campaigns generate revenue from existing leads and customers.
Engagement campaigns create communities of brand advocates and promoters.
The following sections explain these types of campaigns in much more detail.
Campaigns that generate new leads and customers
If your goal is to raise awareness for the problems you solve or the solutions you provide,
or if you’re just looking to acquire new leads and customers, you need an Acquisition
campaign.
The role of your marketing is to help move a prospect, lead, or customer from the
awareness stage of the customer journey to brand promoter. You deploy Acquisition
campaigns to do the work on the front end of this journey, taking the prospect from
Aware to Converted (see Figure 2-1).
FIGURE 2-1: Acquisition campaigns move prospects from the Aware to Converted stages.
The stages of the customer journey that Acquisition campaigns complete are the
following:
Make Aware: To bring in new leads and customers, you need to reach out to what
amounts to complete strangers. You should structure Acquisition campaigns to reach