Marketing Campaigns & ROI Tracking

Campaign Planning & Strategy

Campaign Types on digiMall

Promotional Campaigns

• Flash sales and limited-time offers
• Seasonal promotions (New Year, Black Friday)
• Product bundle deals
• First-time buyer discounts
• Loyalty rewards for repeat customers

Brand Awareness Campaigns

• Featured product listings
• Store spotlight campaigns
• Social media integration
• Email marketing campaigns
• Cross-promotional partnerships

Campaign Setup & Execution

Step-by-Step Campaign Creation

Define Campaign Objectives

Set clear goals: increase sales, boost brand awareness, or clear inventory

Select Target Audience

Choose demographics, interests, and shopping behavior patterns

Set Budget & Duration

Allocate marketing budget and define campaign timeline

Create Compelling Content

Design banners, write copy, and prepare promotional materials

ROI Measurement & Analysis

Key ROI Metrics

Revenue Metrics

• Total campaign revenue
• Revenue per visitor (RPV)
• Average order value increase
• Customer lifetime value impact

Cost Metrics

• Total campaign cost
• Cost per acquisition (CPA)
• Cost per click (CPC)
• Cost per impression (CPM)

Efficiency Metrics

• Return on ad spend (ROAS)
• Conversion rate improvement
• Click-through rate (CTR)
• Brand awareness lift

Campaign Optimization Strategies

A/B Testing Best Practices

Testing Elements

• Campaign headlines and copy
• Call-to-action buttons
• Promotional discount amounts
• Image and banner designs
• Target audience segments

Testing Protocol

• Test one element at a time
• Run tests for statistical significance
• Use 50/50 traffic split
• Monitor results daily
• Implement winning variations

Seasonal Campaign Planning

Nigeria's Peak Shopping Seasons

Major Shopping Events

• New Year (January): Fresh start promotions, fitness products
• Valentine's Day (February): Gifts, fashion, jewelry
• Back to School (September): Educational supplies, clothing
• Black Friday (November): Major discounts across all categories
• Christmas (December): Gifts, decorations, party supplies

Campaign Timing Strategy

• Start planning 6-8 weeks before events
• Build inventory 4 weeks prior
• Launch teaser campaigns 2 weeks early
• Run main campaigns during peak period
• Follow up with clearance sales post-event