Internet Marketing Digital_marketing_for_dummies | Page 52

Viewing Your Digital Marketing through the
Campaign Lens
From this point forward, plan your digital marketing strategy and tactics by aligning them
with the goals of the three major types of campaigns: Acquisition, Monetization, and
Engagement. Never again will you decide to open a new social media account without
knowing the ultimate goal behind it. Most entrepreneurs and marketers who are frustrated
by digital marketing don’t see the big picture.
Frustrated digital marketers don’t understand, for example, that blogging is an outstanding
tactic for growing awareness but utterly useless for monetization. They don’t realize that
posting and communicating with customers on a business Facebook page can create an
engaged community, but better, more effective ways to generate leads and customers are
available.
As we cover specific digital marketing tactics through the remainder of this book, we
frequently return to the idea of keeping your business objectives, and the campaigns that
meet those objectives, in mind. As you continue on your quest to master the art and science
of digital marketing, stay focused on what really matters: growing the business.