A GUIDE TO DIGITAL LITERACY.

The call to action is what you want people to do. If the marketing campaign
you’re creating is aimed at the Subscribe stage of the Customer Journey, your
call to action might be for people to download a whitepaper, checklist, or
video resource. If it’s a campaign in the Convert or Ascend stage, your call to
action might be to buy a product or service. If the campaign you are creating
is for the Awareness stage, the call to action might be as simple as listening to
a podcast episode or reading a blog post.
The traffic source could be digital clicks from ads, email, social media sites, or
search engines like Google. Offline marketing could include direct mail, TV, or
radio advertising, print ads, or anything else that gets the call to action in front
of your prospects.

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Now that you know what a campaign IS, let’s talk about what a campaign is
supposed to DO.
The purpose of a marketing campaign is to intentionally move people from
one stage of the Value Journey to the next.
For example:
A campaign might have the goal of getting people to sign up for your email
list (going from Engaged to Subscribe).
Another campaign might have the goal of getting new customers excited
about their purchase (going from Convert to Excite).
Once again, notice that a campaign is intentionally moving people through the
Value Journey. And that word “intentionally” is important.