Effective Project Management for Marketing Campaigns - Paper Example

Sales and marketing activities undergo a project management process, just like any other project for successful completion. A company launches various products after production for the consumers to be informed of their existence in the market. Therefore, an effective team is required to propel the process with the main objective of achieving market campaign deliverables such as advertising, trade show, and newsletter (Pinto, 2019). A marketing campaign is a vital activity to an organization, which requires adequate attention from the management because it can grow immensely from a few campaigns to numerous campaigns in a year (Kim, 2014). Therefore, the management needs to ensure the team works well and is the recommended size to avoid job overload.

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Every marketing campaign has a campaign owner who defines the strategies and tactics, makes all business decisions, and is accountable for the business outcomes related to the campaign. A campaign manager is another essential role that should be filled for a successful campaign (Andreasen, 2002). The campaign manager is responsible for managing the project, cross-functional coordination, and accountability to the campaign owner. The next role under the campaign manager is the media planner. The person in charge of that role deals with external media planning, subject matters, and media buys where necessary. A creative leader under the campaign manager defines messaging and the theme by consulting the campaign owner. A Copywriter is in charge of the text elements that are used in various images.

Other roles, such as graphic designer, IT Specialist, Web Specialist, SEO Specialist, and Display Advertising Specialist, help in the marketing campaign process. The campaign owner can supervise anyone in the project, including the campaign manager. The other roles fall under the campaign manager who closely supervises them. In some cases, a campaign owner happens to be the campaign manager. However, the project may run smoothly when the responsibilities are distributed because one campaign owner might own several campaigns.

The campaign manager collaborates with several agencies located externally for the effective execution of the campaign and measuring the progress. Intending to acquire and retain customers, a campaign manager integrates a business to consumer or business-to-business model to the marketing campaigns. The external agencies deliver much of the campaign activities, and thus the procedure and marketing campaign implementation process require to be controlled by the campaign manager (Moorman & Day, 2016). Their role is to ensure the project is completed under the stipulated time to avoid financial impacts such as overspending.

A well-rounded campaign manager should be familiar with the targeted market. He should have proven leadership and always prepared to make trade-offs and tough decisions that benefit the campaign. Management skills are essential to the campaign managers to formulate marketing plans that the team and the external agencies are required to consider. Communication skill is important when dealing with a team. It helps a campaign manager to communicate the strategies and procedures to the delegated team, thus effectively achieving the objectives. Project management skills help in working under the stipulated budget, meeting deadlines, and utilizing the input to acquire desirable outputs (Moorman & Day, 2016). Anything that is going off-track is identified early to facilitate changes. The product or service that is being campaigned for has to meet all the standards and legal obligations. It also ensures that the marketing personnel tackles their activities in the right way. If the process of project management is effectively employed, the marketing campaign will be completed (Institute, 2017).

References

Andreasen, A. R. (2002). Marketing social marketing in the social change marketplace. Journal of Public Policy & Marketing, 21(1), 3–13. https://doi.org/10.1509/jppm.21.1.3.17602

Institute, P. (2017). A guide to the project management body of knowledge: (Pmbok guide). Project Management Institute.

Kim, J. (2014). The roles of cause involvement and cause act in a social marketing campaign. Journal of Global Scholars of Marketing Science, 24(4), 426-440. https://www.tandfonline.com/doi/abs/10.1080/21639159.2014.94903

Moorman, C., & Day, G. (2016). Organizing for marketing excellence. Journal of Marketing, 80(6), 6-35. http://www.jstor.org/stable/44134972

Pinto, J. K. (2019). Project management: achieving competitive advantage (4th edition). Ji xie gong ye chu ban she.