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How to create the best online marketing campaign

  • September 11, 2025
  • 6 min read
How to create the best online marketing campaign

Do you want to make the best online marketing campaign for your brand or company? You’re not alone: A lot of marketers set themselves the same goal, but only a lucky few get there. Do you know what the secret is to making a good Advertising campaign?

The truth is that there is no “magic recipe” to make the best online campaign, because it is an environment in constant evolution and because the needs of brands are very different. But there are a series of proven good practices that you can implement now to improve the results of your Online Marketing. Let’s take a look at what they are and take a look at five inspiring digital campaigns.

5 tips to make the best online campaign for your brand

1) Analyze the situation before you start

The best marketers always do their homework. Good planning is half the battle, and for our plans to make sense, we need to know where we are exactly. Therefore, before you start writing the Marketing Plan for your online campaign, my advice is to thoroughly review these three topics:

  • The current situation of the brand. Sales volume, objectives, digital channels in which it has a presence, previous campaigns carried out… This is a good time to analyze our online reputation: volume of user mentions of our brand and products, the media where they occur, and their tone.
  • Competition. At the very least, you need to identify the most direct competitors and see what they’re doing with their online campaigns. This way, you will be able to know which tactics work best in your sector and identify possible gaps to cover with your marketing.
  • Your company’s target. Who are your products and services aimed at? What needs do they have? What are the networks and social media that they use the most? In this section, you may find it very useful to elaborate on a buyer persona, that is, a profile of your ideal customer that answers all these questions and helps you identify with them.

2) Clearly define your goals

Another essential point of the Marketing Plans digital is the Definition of the objectives. Online campaigns can respond to a wide variety of needs: increasing the number of records in the database, improving conversions, generating awareness around a new product… So we have to be very clear about what we want and avoid “vanity metrics” such as the number of followers.

A good objective has to respond to these characteristics:

  • Be in line with the company’s overall business objectives. Online campaigns are just one part of the overall marketing plan, and the entire company must be rowing in the same direction if we want to reach a successful conclusion. Therefore, the first thing to consider is what the company’s global needs are and how we can contribute to solving them.
  • Be as concrete as possible. A goal like “increase my brand awareness” is too generic, as it’s too open to interpretation. Therefore, it is much better to do something like “get 4000 mentions of the brand’s products on Twitter and Instagram over the next 2 months.”
  • Be ambitious and realistic at the same time. Goals that are too easy do not motivate teams to do their best. But if we set an impossible goal, we will most likely be discouraged to see that we are far behind. Therefore, a balance must be sought between both points. It’s also a good idea to set two or three sub-goals: the minimum, the affordable, and the ideal, for example.
  • Be able to measure yourself with ease. The objectives must be quantifiable and associated with a key performance indicator (KPI); otherwise, we will not be able to monitor their evolution. In fact, a clear Measurement Plan of the results at the same time as we set the objectives.
  • Have a deadline. All objectives must be defined over time, as this helps to distinguish between different stages and mark an action plan to achieve them.

Finally, it is worth bearing in mind that the same online campaign can respond to several objectives at the same time, so we do not have to limit ourselves to just one.

3) Choose channels and actions wisely

Nowadays, we have endless resources to carry out our online marketing campaigns, so it is essential to filter and focus on the channels and actions that are most likely to achieve the results we are looking for.

To begin with, we have to take into account that different channels and strategies may be suitable for different phases of the Conversion Funnel. For example, in the initial phase (TOFU), we can use display ads to generate visibility. In the MOFU stage, email marketing may be suitable to do lead nurturing. And when the user is ready to convert (BOFU), we can give them one last push with BOFU ads.

It is also advisable to do a good study of the online media that our ideal customers use the most. Ideally, this information should be part of the buyer persona.

Another very useful tool to be clear about this choice is the customer journey, which will help us visualize the different points of contact necessary for a person to become a customer of the brand. And it is that in general, we will have to impact them several times and through different means to achieve the conversion we are looking for.

4) Segment the audience correctly

Segmentation is one of the most powerful keys to the best digital marketing campaigns, as it allows us to reach the right person at the right time and save a lot of unnecessary effort.

We have an incredible amount of data about users today, but we need to use it wisely to get the most out of it. To begin with, write down these recommendations:

  • Explore targeting options for social ads, such as Facebook Ads. Through its tool, you can define a lot of aspects about your ideal audience, from the exact location to the marital status, hobbies, or the devices they use.
  • Think about segmentation not only from a static characteristics point of view, but also from the point of view of the user’s life (e.g., newlyweds, people who have just moved to a certain city…).
  • A/B test different audience segments and compare the results against each other.
  • Use tools like similar audiences and remarketing.
  • Automate your marketing as much as possible so that you can divide your audience into highly precise segments and offer them highly personalized campaigns.

5) Dare to take risks

If we want to stand out in an environment as saturated as online campaigns, we can’t just do what everyone else does. Thanks to the analysis of the competition, you have surely already identified what other brands are doing, so dare to be different!

Surprise, shock, be controversial, make people laugh… There are many strategies we can use, but what is clear is that we cannot leave people indifferent.

About Author

Susan Flanagan