The main goal of the research is precisely to develop an overview that allows the campaign objectives to be translated and implemented. This includes: which, how, and where? It also includes the steps and choices required to achieve this implementation. Some of these choices may be based on, for example, the use of the digital channel and the type of target audience. Other choices may be based on the results generated through the digital channel, as well as on previously developed digital campaigns for that same target audience. The channel and its relevance to the campaign also play a role.
Creating an overview of how the campaign will be executed is important. From the description of the objectives to the types of channels that will be analyzed. Because it concerns which metrics are important for the analysis at the end of the campaign. This is not only essential to keep track of the choices for implementing the campaign. Also to make adjustments where necessary during the campaign. Ultimately, such an overview provides an answer to the question: Whether and how are campaign goals achieved at the end of an online marketing campaign?
