One of the core challenges advertisers face is determining how long a digital marketing campaign should last.Digital, like many other mediums, requires frequency. If the campaign is too short, you reduce the probability of your customers seeing your message, and grasping it enough to take some action.So what is the ideal time for a campaign? We believe it is 3 months. The reason we have confidence in (and require) a 3-month minimum campaign commitment is because we have found that our digital ad campaigns that run at least three months or longer have a 70% renewal rate. When you run a campaign for less than three months you are potentially selling a campaign that won’t deliver the results the client is looking for, and it is all about results and renewals.
Does that mean the message should remain the exact same for the entire 3 months? No. Why? You run the risk of the message becoming stale. Changing creative every 45 days tends to lead to the most success.In fact, research has proven that 45 days is approximately how long it takes a consumer to retain and recall information. Exposing your customer base to a focused marketing message for that period of time ensures that you’ve shared the information long enough for them to retain it and also act on it. Any less than that and they are not as likely to retain the information, any longer and you run the risk of the message becoming stale or becoming “blind” to it.When does a shorter make sense? When there is a specific event or call to action that is time critical. For example:
In these cases, the advertiser typically is only going to need to advertise in the weeks leading up to the date and it doesn’t make sense to advertise after that is over, because the advertiser doesn’t have an on-going business to promote.In addition to the length of the campaign, creative is also critical to results. For best results, implement as many of the tips below into the creative message and call to action:
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