Powerful positioning through targeted campaigns

Marketing campaigns enable an improvement in the customer experience and customer engagement and are therefore an important component of corporate marketing. They are limited in time and always aim to achieve a specific result along the customer journey - e.g. generating prospects/leads, acquiring new customers, maintaining existing customers, development, up- and cross-selling, prevention or winning back customers who have churned.

Marketing campaigns are a good way of making contact with a desired target group in a targeted, focused and organised manner. Digital agencies such as RYZE Digital, which have performance marketing services in their portfolio, offer help with the realisation of such campaigns. For example, our campaign management specialists took over the planning, implementation, monitoring, analysis and reporting of the "Solved by Fujitsu" campaign launched in August 2022 for the international technology group Fujitsu.

"Solved by Fujitsu": an image and awareness campaign
for better market perception

Fujitsu makes many people's lives easier every day. The problem: very few people realise this! The competences in the area of sustainable digital transformation and in particular consulting, co-creation, solution finding and digital implementation are not sufficiently recognised. There is therefore potential for improvement in terms of both brand awareness and the brand identity of the tech company. The solution: a cross-media awareness and image campaign to close the positioning gap and make Fujitsu services visible to consumers, customers and partners in the long term.

Successful with marketing campaigns - the right type of campaign for every goal

Different types of marketing campaigns aim to achieve different levels of success. Image campaigns can be used to increase brand awareness and popularity. Other occasion-related campaigns are advertising campaigns for the launch of products or services. These marketing measures aim to increase the visibility of the new offer and generate leads. Awareness campaigns, on the other hand, increase the target group's awareness of a brand, product, service, company or topic. If there are drastic visual and content changes in the company, e.g. a new, more sustainable direction, these can be communicated via a rebranding campaign. There are also campaigns that focus on specific content, e.g. the presentation of social responsibility within the company or the advertising of job vacancies.

Reaching the target group with advertising campaigns: online,
offline or in the marketing mix

The options for reaching the desired target group using marketing measures are constantly increasing. Offline marketing channels include print, television, radio and direct advertising. These channels have already become established in many companies. The art of utilising offline marketing channels nowadays is to stand out in the traditional media landscape with innovative advertising media. As people are increasingly moving into the digital environment, more and more companies are also focussing on reaching the desired target group digitally.

Online campaigns can be implemented in social networks, via Google or other search engines, on websites, in apps or using email marketing. Cross-media multichannel campaigns, such as the "Solved by Fujitsu" campaign, are also becoming increasingly popular. Here, the marketing measures take place on several channels in parallel or are carried out in several outbound campaigns in parallel. Such campaigns are particularly suitable for addressing a larger target group or the defined target persons on several channels at the same time and for targeting different objectives simultaneously. To ensure the efficiency of such marketing campaigns, campaign management specialists make sure to prioritise clearly and avoid competing objectives.

Cross-media campaign for Fujitsu with a focus on social media
measures

The target group of the Fujitsu campaign is made up of decision-makers (e.g. CTOs, CIOs), employees (e.g. IT project managers, IT operations) in companies and employees in private or public organisations. A preliminary target group analysis and subsequent strategy development help to avoid wastage. In the case of Fujitsu, it became clear that the desired target group has its media focus in the digital sector and is particularly easy to reach via social media campaigns. To increase Fujitsu's brand awareness and brand identity, advertising campaigns are therefore increasingly being used in social networks.

The Fujitsu campaign also includes out-of-home, print and other online marketing measures in which lighthouse projects for special Fujitsu services are presented. These advertising campaigns reach Fujitsu consumers, customers and partners in a variety of ways. They show how the international tech group tackles industry-specific problems and is already solving the challenges of its target group today. The centrepiece of the Fujitsu campaign planning by RYZE Digital is the landing page. This acts as a central content hub and offers users easily consumable Fujitsu specialist projects.

Constant feedback and ongoing optimisation:
best results with agile marketing campaigns

Marketing specialists favour agile over traditional marketing measures. In contrast to traditional advertising campaigns, which are tied to a longer period of time, agile marketing is continuously optimised in regular cycles. This continuous monitoring and constant improvement of agile campaigns based on feedback can be carried out by a performance marketing team, for example. The management of agile marketing campaigns can be divided into eight important phases: Target definition, determining the target group, budget and start time, marketing measures, campaign concept, test campaign and optimisation, campaign scaling, measuring success.

SMART objectives, which are specific, measurable, attractive, realistic and time-bound, are used to define realistic objectives. In addition, the target group is determined, e.g. using buyer personas or ideal customer profiles. Age, gender, profession, education and skills, wishes and pain points, motives and goals, interests and hobbies as well as fears and barriers of the target persons are taken into account.

Agile best-practice campaign planning then includes the selection of a specific launch date and budget. In addition to the size of the target market and the potential for success, seasonal fluctuations are also important. The next step is to determine the specific marketing measures and channels. The campaign concept can then begin, in which the individual advertising messages and marketing products are formulated and defined. In order to finally launch the best marketing measures, the various measures, channels and ideas are first tested by professional campaign managers and optimised accordingly. Only then is the campaign scaled up, including continuous monitoring, comprehensive analyses and meaningful reporting.

Fujitsu marketing campaign for improved brand
awareness and brand identity

The collaboration between RYZE Digital's performance marketing team and Fujitsu's digital marketing team (DACH region) also has clear objectives. The question "What does Fujitsu actually do?" should no longer remain unanswered by the general public. The awareness and image campaign aims to make Fujitsu partners, customers and consumers more aware of the technology group's wide range of products and services in the future. The aim of the advertising campaign is to position Fujitsu as the partner in the field of sustainable digital transformation without weakening or negating the well-known product business. Good awareness and image campaigns manage to influence the perception and memory of the target group. The awareness campaign therefore proactively and deliberately addresses the positioning gap with a humorous tone. This sometimes polarising "smart business tonality" stands out among competing campaigns and makes the target group laugh or think and remains in their memory.

Performance marketing: all phases of
campaign planning from a single source

Good marketing campaigns touch people, remain in their memories for a long time and inspire them to take the intended action. In the best case scenario, the marketing measure is also aligned with the identity, values and guidelines of a company. Campaign management specialists not only take into account the wishes, goals and requirements of the client. They also know how to deal with the typical requirements of individual marketing channels and media, how to create high-quality, relevant and well thought-out content that matches the objective and how to choose the right way to reach the desired target group in the long term.

Advertising campaigns realised by our performance marketing team can include, for example, social media campaigns (on platforms such as Facebook, Twitter, Instagram, LinkedIn, Xing or Pinterest), campaigns on Google and Google partner networks, out-of-home measures (e.g. in ICEs, on buses and billboards as well as city light posters) and print campaigns (e.g. advertisements in special interest magazines and newsletters).

As with Fujitsu, the marketing measure can also be implemented as a cross-media multichannel campaign. As an experienced digital agency, we take care of all stages of performance marketing campaign planning: from analysis and strategy development to action planning, implementation, monitoring and reporting. Our RYZE Digital team also ensures that the workload of the marketing measure is kept to a minimum, that the available budget is used in a targeted manner and that the efficiency of the marketing campaign is continuously increased.

Measuring success and optimisation: a campaign
needs monitoring and reporting

Campaign monitoring and reporting for the Fujitsu marketing campaign, which was only launched in mid-2022, is already showing initial success in terms of engagement rate and feedback. Continuous monitoring, adjustment and optimisation of the campaign is essential to ensure sustainable target achievement. Digital advertising campaigns in particular, such as social media campaigns, search engine advertising (SEA) or other performance marketing campaigns, allow uncomplicated, cost-effective and detailed monitoring of campaign progress. As early as the planning phase, measurement criteria can be specified that can be used to determine the success of the marketing measure, e.g. the benefits achieved and the profits generated. Ongoing monitoring using Google Analytics, social media tracking and data from campaign marketers is also part of RYZE digital campaign management. The results of the monitoring are also made available to our contacts at regular intervals in informative reports.