Description
The purpose of the Campaign Ecosystem Map is to visualize the connections among different elements of a marketing campaign. Ecosystem Maps are increasingly useful as media continues to fragment and the number of channels used by marketers continues to grow. This model organizes different channels and touchpoints based on the role they play and their relationship with each other. Visualizing all campaign elements together allows you to see if there are any missing pieces or dead ends for consumers. The Ecosystem Map is a useful tool for clarifying complicated, integrated campaigns that involve large teams with interdependencies. The top-down visualization helps everyone get on the same page.
Question
What touchpoints are we using for this campaign and how do they all fit together?
Steps
Identify the goal of your campaign and the potential phases that your target customer will proceed through towards the conversion action or campaign outcome. Describe these phases from the customer’s POV.
If you have not developed a plan for your campaign, use the framework to identify potential tactics. If you have developed your plan, validate it using the phases. Do all of your touchpoints play a clear role?
Place all of the campaign tactics and touchpoints in their appropriate phase in the framework. Consider if there are any other touchpoints that may be available that you have not considered but might add value.
Visualize the connections that exist between each touchpoint. Indicate where there is a primary call-to-action (CTA) and where there is not. We are highlighting the next action that we want customers to take.
Review the first draft of the Ecosystem map with your team to ensure the right touchpoints are included, the role of each touchpoint is clear, and that all important connections are clearly illustrated.
Considerations
Organize the touchpoints in whatever way makes the visualization most useful to your planning
Keep an up-to-date inventory of owned or previously used touchpoints for reference when planning
Scrutinize your Map to create stronger connections between touchpoints, like targeted landing pages