This document outlines the steps for designing a digital marketing campaign, including defining strategy, channels, budget, design and development, testing, launch, measurement, and optimization. Some key aspects covered are researching the target audience, identifying goals and objectives, selecting appropriate digital channels like display ads, social media, and search marketing, designing landing pages and banners, testing campaigns, analyzing results, and optimizing. The workshop was led by Mohamad Arabgary and aimed to help participants learn digital campaign planning.

1. Digital Campaign Planning
Workshop
Shahid Beheshti University - Nov 2017
Mentor: Mohamad Arabgary

2. Hello!
I am
Mohamad Arabgary
Experienced in:
● Marketing Management
● Account Management
● Sales Marketing
● Business Development
2

3. WHY?WHY
are you here?
3

4. What is MARKETING?
4

5. What is DIGITAL?
5

6. What is a Digital Marketing?
Digital marketing (also known as data-driven marketing) is
the marketing of products or services using digital
technologies, mainly on the Internet, but also including
mobile phones, display advertising, and any other digital
medium.
“wikipedia”
6

7. And it’s much more fun :) 7
Affordable
BeneficialEfficient
Direct
Measurable
Strategy
Why
Digital?

8. Where
to start?
8

9. Digital Marketing Campaign Design Steps
Setting Campaign
Strategy
Define channels &
Budgeting
Design and develop
Test
Launch
Measure &
Analyze
Optimize
9

10. HOW?Strategy
10

11. Strategy
11
● Research
● Identify Your Target Audience
● Define the Value of Your Offerings
● Outline Your Goals & Objectives
Strategy

12. Research
12
Reach
ExpectationsCampaign Persona
User Value
Competitors
Case Studies
Strategy

13. 13
Who is
in your
mind?
What do
you want
him to do?
Who is
more likly
to him
around?
What are
his
interests?
Defining target audience #1
Strategy

14. 14
How can
you
offer
them?
What they
spend
money for?
Defining target audience #2
Strategy
What they
usually
do?
How they
search and
buy?

15. Financial Things
Navigate
Shop
Searching
Messaging
Find Job
Check In
E-Mail
Socialize
Texting
Browse
Watching Videos

16. 16
Define the Value of Your Offerings
● How is your product/service beneficial to your
customers?
● What are the additional benefits you are offering in
comparison to your competitors?
● How is it going to fulfill their needs?
● How will it fit their budget?
Strategy

17. Goals And Objectives
17

18. Outline Your Goals & Objectives
BrandSales User
18Goals

19. SALES
19
● Revenue
● Re-Sales
● New Sales
Goals

20. USER
20
● App Install
● New User
● Retention
● Engagement
● Lead Generation
Goals

21. Brand
21
● Awareness
● Engagement
● Branding
● Positioning
Goals

22. WHERE?
22

23. HOW?Defining Channels
23

24. Channels
24
● Display Ads
● Email
● Search Marketing
● Social Media
● In App Video Ads
● Partnerships
● Mobile Site Redirection
● In App Stores Marketing
● Affiliation
● Push Notification
● Native
● Preinstall

25. 25
Owned Media
Email
Blog
Social Media
App
Website

26. There are 6.8billion people on the planet.
About 4billion of them use a mobile phone.
Only 3.5billion of them use toothbrush.
26Why?

27. 27
Display
Channels

28. 28
Display
Web Mobile
Channels

29. 29
Social Media ad
Instagram
Channels

30. 30
Social Media ad
Telegram
Channels

31. 31
Social Media ad
Twitter
Channels

32. 32
Influencer Marketing
Channels

33. 33
Press Release
Channels

34. Search Engine
34
Web
Channels

35. Search
35
App Stores
Channels

36. In App Stores
36
Feature
Tool
Channels

37. 37
In App Video Ads
Channels

38. 38
Push Notification
Channels

39. 39
Mobile Site Redirection
Top Bar
Channels

40. 40
Partnerships
Channels

41. 41
Native Advertising
Channels

42. 42
Rich Media
Channels

43. 43
Rich Media
Channels

44. 44
Affiliation
Channels

45. 45
Pre-Install
Your App
Channels

46. HOW?Design And Development
46

47. Design &
Develop
47
● Landing Page
● Banners
● Mobile Website Development

48. 48
Landing Page
Design

49. Landing
Page
49
● Headlines
● Copywriting
● Call To Actions
● Clickable Phone Numbers
Design

50. Headline and Copywriting
50
More direction more conversion
How You Can Start a Home Business With Little Or No Money
friendly version:
How To Start A Home Business with No Money
***
10 Simple Ways To Show Your Spouse How Much You Love Them
friendly version:
10 Simple Ways To Love Your Spouse
Design

51. HOW?Test
51

52. Test
52
● A/B Testing
● Analysis Tool
● Landing/Website

53. HOW?Launch
53

54. Launch
54
● Start it :)

55. HOW?Measure and Analyze
55

56. Measure and
Analyze
56
● Track
● Monitor
● Analyse

58. Tools
58

59. HOW?Optimize
59

61. Optimize
61
● Accurate
● A/B Test
● Fix

62. Digital Marketing Campaign Design Steps
Setting Campaign
Strategy
Define channels &
Budgeting
Design and develop
Test
Launch
Measure &
Analyze
Optimize
62

63. Payment
Methods
63
● CPC
● CPM
● CPI
● CPFT
● CPA
● CPV

64. 64
noafarinan.com
021-66128068
t.me/noafarinancom
Event Holder and Organizer

65. Thanksand
Keep The Touch!
65
+98 912 9436393
linkedin.com/in/arabgary
mohamadarabgary@gmail.com