A business can undertake digital marketing for both short term or long term. While short-term digital marketing campaigns are run to achieve immediate results, long-term digital marketing efforts are undertaken to achieve long-term strategic goals. As a campaign manager, your goals are right in front of you. If you are launching a new product, your immediate goal is to create brand awareness and impact in the short run. Here, obviously your option would be to go for a short-term campaign to create that impact and get those immediate results.
However, if you own a brand and want to create a widespread and long-lasting internet presence and sustain or improve your brand identity and reputation, you shall rather go for long-term digital marketing initiatives.
This article discusses both short term and long term digital marketing activities so that you as a reader and a digital marketer can have a better understanding of both these concepts for effective implementation.
Short Term Digital Marketing
Short term digital marketing campaigns are planned for short periods of time usually ranging from 15 days to 3 months.Typically, the purposes for short term digital marketing are new product launches, new product arrival announcements, sale and scheme announcements, contest and event announcements, recruitment campaigns, corporate news, campaigns for periodical sales target achievements and so on.
These short run digital marketing campaigns are usually done with high intensity and concentration with a specific and single goal. Depending on the marketer’s size and intention, these Short-term Digital Marketing Campaigns may be restricted to a small geographic area or may be covering a huge territory like a state, a country or even globally. Understandably, small and regional brands take to 2 short term digital marketing campaigns to make a short-term imprint in the local and regional markets, and large and global players play a significantly bigger game transcending geographical barriers and cultures.
Long Term Digital Marketing
The brands that come to stay for a long time believe in establishing a strong brand presence for the long haul. Long Term Digital Marketing as the name suggests is a long-drawn process of creating a sustainable and impactful brand presence keeping in view the long term prospects and interests of the brand in question. Long Term Digital Marketing campaign is a systematic and programmatic process involving numerous achievable goals and objectives and may involve a time period stretching over 3 months to even several years into the future. Long Term Digital Marketing creates quality backlinks, builds the brand’s reputation systematically over time and makes it a behemoth of a brand in the years down the lane.Link building is a continuous process and you have to Buy High Quality Backlinks on a regular basis as part of your Long Term Digital Marketing Strategy. The objective of Long Term Digital Marketing is to make a brand a real asset and insurmountable in the online marketplace over time with remarkable online reputation and unbeatable market price.
Determining Factors
A campaign’s term as to Short Term or Long Term is determined by the following factors:
Situational Needs
Marketing Goals
Overall Strategy
Nature of your Product
Situational Needs
Based on the situation, the digital marketer decides to go for either short term or long term digital marketing campaign. His urgency to create immediate results or his strategic plan to build ‘overarching brand presence’ over the years determines his decision towards short term or long term digital marketing process.
Marketing Goals
Some digital marketers get to an aggressive start for their branding effort and use the momentum to achieve immediate sales gains. Such marketers adopt a fast paced, intensive and fully packed campaign to instantly ramp up their sales process in a very short time. They take to short-term digital marketing and achieve their short-term goals. Some seasoned digital marketing professionals wait for days, months or even years to reap their harvest. They believe in investing in their digital brands for the long haul and they take to long term digital marketing.
Overall Strategy
Conditioned digital marketing strategies know what they are up to and what they want from their digital marketing campaigns. So, they keep their long term digital marketing strategy flexible and open in order to achieve their seasonal or short term goals. This is clever marketing. They know for sure that marketing is not a hard-and-fast-rule game and that they cannot win the game by sticking to a pre-fixed agenda and inflexible programmed structure. Therefore, they purposely incorporate variable components within their long-term strategy to custom-create micro short-term strategies periodically to stand up to market trends, seasonal demands, pump up sales, respond to competitors and leverage favourable market conditions. Get to know such a flexible and professional digital marketing package and Order Now.
Nature of your Product
Some products and services such as school uniforms, school bags and school admissions are so seasonal that they require concentrated efforts during those seasons in order to create branding, leads and sales. On the other hand, there are some products and services such as highly technical equipment and ERP software solutions that require a long term to build trust and acquire customers. Such products and services require long-term digital marketing strategies for their successful promotion.
Short & Long Term: Trade-Off
Every digital marketer has to strike a balance between Short Term and Long Term Digital Marketing Strategies so that he will not lose out on both their benefits. Leaning on one particular strategy say Short Term Strategy will fail him in the long run. In the same way, overly depending on the Long Term Strategy without keeping an eye on the short term results will make it like missing the woods for the trees.
Conclusion
Every Digital Marketer no doubt has his tasks cut out. His reasoning and adept ability to respond to market stimuli are what it takes to make him a successful campaign manager. He has to pay attention to details for all his products’ attributes, tailor-make strategies and plans, launch and implement his campaigns in a timely manner, change the course of campaign according to situations and needs, create quality content and schedule the distribution of ads and content and see to it that his strategic objectives are periodically met and successes achieved. An important point to note is that digital marketing success comes as a natural byproduct of measured and careful implementation. This does not mean being overly careful and faultlessly perfect. Afterall, it is marketing and it is only a process which takes its own time to produce results.