A solid foundation is key to a successful digital campaign. Don’t be fooled into thinking that simply buying digital space, running an ad and posting on social media will create a desired result. In order to optimize the effectiveness of any campaign, advertisers need to specify objectives, determine metrics, develop creative that will execute against the objectives and include means for the audience to act. And don’t forget important details like strategic and tactical media planning, proper tagging and ongoing analysis and maintenance. Point being, the world’s best digital campaigns have a lot of moving parts.