Taken from Dominating Google
You need to understand exactly who you are talking to before beginning your campaign. Think about your target, their characteristics, and their personality. This is going to help you to tailor your message to their needs and desires.
You want to comprehend the tools that your target responds to the most when putting together your campaign. Methods that your target won’t reply to will be a waste ; you want to target the tactics that will effectively reach your target.
In the end, you need to make sure that you keep your financial position in mind. What amount of money do you have, and how much is the campaign going to cost? You may be able to add methods to your campaign, or you might need to remove strategies from your campaign. Knowing your financial position will help you to appreciate exactly how far your online marketing campaign can go.
You just need to be certain that you can answer all of these questions. If you know what you are attempting to say, you may know who you are talking to. All of these questions will help you to come up with a list of methods for your online promotional campaign.