Campaign Management 2.0 must retain the traditional focus on the right message to the right customer through the right channel at the right time—but also go beyond it.
It must also become the nerve center of an always-on customer communication hub that coordinates communications across marketing, sales and service.
Companies that evolve to Campaign Management 2.0 can improve the performance of their marketing programs in acquiring, growing and retaining customers.
To learn more, download the PDF “Win at Campaign Management 2.0” [PDF, 746KB].
To realize these potential benefits, marketers must acknowledge that yesterday’s standalone campaign management approach will not be effective in today’s digital marketing ecosystem (shown above). However, current digital technology disrupters and enablers provide an excellent opportunity for organizations to make the shift now to Campaign Management 2.0. Consider three important trends:
Marketing is happening all of the time.
Marketers who rely solely on planned monthly, weekly and even daily campaigns are betting on relics from another time. Digital has removed many of the barriers around when marketing can happen, creating an opportunity for continually curating seamless, real-time omni-channel journeys.
New digital capabilities are making it possible and practical to communicate with customers with personalized messages in real time. They can also manage real-time customer conversations through micro-channels, mobile apps with geolocation capabilities, and personalization.
With all of these exciting possibilities for always-on marketing, only 32 percent of marketers think that over the next five years, marketing campaigns will need to execute in real time. It is clear that marketers have some work to do to respond to the reality of today’s always-on environment.
Good marketing should feel like great service
Marketing used to be pithy promotional messages that enticed customers and prospects to visit the store. But no more. To deliver a personalized always-on customer experience, campaign management must be a strategic enterprise capability for marketing, sales and service communications.
Coordinating marketing, sales and service communications can deliver tremendous customer benefit, and as more things connect to the Internet, i.e., "the Internet of Everything," the lines between marketing and service messages will blur even more.
Offline and Online Marketing has Converged
Today's digital marketing ecosystem capabilities provide many new ways to connect with customers, but ensuring coordination between known and anonymous customers across this more complex marketing ecosystem is now the challenge.
As marketing organizations take stock of what these trends mean for them, complex questions must be asked and answered. Several issues are particularly important for organizations to work through in order to evolve to Campaign Management 2.0.
Marketing organizations are struggling to develop the right operating model to deliver personalized marketing at scale—and do it cost effectively. Every model will look different depending on an organization’s unique situation. However, each model must work required to meet customer expectations.
When customer communications span the marketing, sales and service organizations, assigning executive ownership for the design and execution of a consistent customer experience is a challenge. Therefore, the key question is, “Which executive is best positioned to design and oversee the ongoing customer conversation?”
Communicating with customers on a personal level is critical, but getting too personal can also be too intrusive. Marketers need to be able to interpret the data they have about customers to draw the appropriate lines. Governance around frequency of marketing messages and the degree of personalization is also essential.
There is another pressing question that campaign managers must ask themselves: “Am I ready to work differently to improve the customer experience?” For those who answer yes, there are exciting opportunities ahead to connect with customers in meaningful ways while growing profitable revenue.
To work effectively in this new world, there are four key areas to successfully execute this strategy:
A strong online digital presence to attract and engage with consistent personalized content to both the known and anonymous customers.
An enterprise Campaign Management 2.0 approach for consistently managing customer communications across the marketing, sales and service channels.
An optimized use of available communications channels with a focus on making the most of mobile devices.
The use of real-time contextual information for messages, offers and calls to action.
For more information on Campaign Management 2.0, please contact Rob Davis.