Communication campaigns achieve general attention and profiling on the one hand and serve direct customer acquisition and relationship management on the other hand. A communication campaign is always in connection with how visible a brand will be, but it is also a factor for user-friendliness, the so-called usability. The end result of a well-planned and well-executed communication campaign is increased brand visibility that directly relates to an increase in brand awareness and brand salience as well as better lead generation and sales growth.
In to online context, communication campaigns enable brands to occupy leading positions in recommendation rankings for search terms relevant to their category. Keyword optimized copywriting results in improved searchability, higher visitor numbers on the website, more detailed links to specific landing pages, more viral content on multimedia sharing platforms, communities and forums, more references to brands in news feeds, social media, influencer blogs and podcasts, more interaction with new and existing customers and higher net sales figures.