Lecture 9&10: Pre-Campaign Report & Optimized Publishing in Social Spaces

Generally, pre-campaign report is used by judge to understand the campaign structure/strategy, company background…etc. With the current situation of company, we can measure the baseline case and compare with expected benefits to show the value of campaign. Avoiding abstract phrases, we should provide precise quantitative numbers to measure campaign and make sure you know what you really mean about objectives. For example, how many visitors will be attracted by campaign, or what’s the conversion rate. With concrete figure targets, we can examine performance on real time and adjust movement depending on different situations. While analyzing client industry and current situation, we can not only research industrial data but also incorporate traffic information of website to predict future trend.

Lecture 8: Design an Ad Campaign

Advertisement is part of marketing. The fundamental idea of marketing is to convey your message to customers and expect conversion. The same idea applies to either traditional ads or online ads. Initial analysis is non-trivial for a marketing campaign. We need to thoroughly understand client's business, industry, and products by marketing researching and constantly communicating with client. The most important is to know business objective clients want to achieve and the potential customers/audiences. Industry information is critical as well. Understanding the industrial trend and competitors help us to design the content of ads.