ABSTRACT
This chapter outlines how each digital marketing campaign is essentially a project and, therefore, good project management skills are needed to control digital marketing activities. The adage ‘failing to plan is planning to fail’ is true for many digital marketing campaigns. Project management of digital marketing campaigns is a combination of processes, tools and techniques used for intelligently organising resources in order to successfully meet the set digital marketing objectives. The planning stage plays an important role in digital marketing campaign project management. The key digital marketing campaign planning tools for documenting digital campaigns have been discussed. Understanding digital marketing campaign project management and its key planning tools and stages offers insight into repeatable success patterns, which can be re-created and integrated into an organisation’s culture. To measure campaign impact, it is therefore useful for a campaign manager to be familiar with tools such as Google Analytics and Google Search Console for website traffic measurement.
