{"id":20188,"date":"2020-01-29T10:24:09","date_gmt":"2020-01-29T10:24:09","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/campaign"},"modified":"2026-09-19T15:22:40","modified_gmt":"2026-09-19T15:22:40","slug":"campaign","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/campaign","title":{"rendered":"Campaign"},"content":{"rendered":"

\"Campaign\"Definition:<\/strong><\/p>\n

A campaign<\/strong> is a coordinated set of actions and messages developed to achieve a defined objective within a particular scope, audience and period or context.<\/p>\n

In marketing, a campaign may inform, position an offering, generate demand, promote an action or support a customer relationship. It is not equivalent to an isolated advertisement or an organisation’s entire strategy.<\/strong><\/p>\n\n

Campaign scope<\/h2>\n

Strategy establishes the overall direction, priorities and criteria that guide decisions. A plan organises initiatives, resources and timing to apply that strategy. A campaign is a coordinated unit within this framework<\/strong>, with an objective and scope that allow it to be managed and evaluated.<\/p>\n

A tactic is a particular action or method used by the campaign, such as publishing an item, sending a communication, holding an event or activating advertising. One objective may require several tactics and channels, but using many formats does not by itself make a set of actions a coherent campaign.<\/p>\n

Campaigns commonly have start and end dates, although some remain active for extended periods. In these cases, review conditions, phase changes or evaluation intervals are needed to distinguish their development from permanent activity.<\/p>\n

Campaign components<\/h2>\n

The components need to maintain a verifiable relationship between the intended result, the people being addressed and the actions being carried out.<\/strong> They commonly include:<\/p>\n