Integrated Campaign Management
It seems that everyone these days has a slew of electronic devices and is active on multiple social networks. There are literally thousands of channels and hundreds of ways to access them. This would seem like a boon for marketers, but all this complexity makes it difficult to figure out how to use each channel effectively. Most often, their use is fragmented across the enterprise and isolated from the bigger picture of marketing strategy and customer experience. Many marketers approach each channel as an isolated vehicle, but to be truly effective in multichannel marketing, companies need to bring each channel together to make the whole greater than the sum of its parts.
Multiple Channels, Multiple Constituents
Campaign management across multiple channels is one of the most difficult areas to execute for marketers and brand managers. Multiple constituents from creative, agency, copyright to internal marketing staff all impact time to market and effect time to revenue for new services and products associated with sales execution. Integrating these resources and activities into an integrated campaign management approach is the key to success for today’s social-savvy organizations.
Great Content, Great Strategy
How can you begin to orchestrate and integrate your multi-channel marketing efforts? It starts with a great content strategy. What are the different messages you want to deliver to customers and in what channel? And once customers are attracted to your website, where will they land,what content will they see, and why? In addition to the right content, you need the right media strategy. What are the benefits of each channel and how it can help drive people down the sales funnel?
Resources to Get the Job Done
Even with these approaches it can be difficult to effectively manage multi-channel marketing campaigns without the right tools and capabilities to get the job done. That’s where we can help. Our flagship product, 366 Degrees, has a quick campaign module that allows you to collaborate with other marketing resources to work on marketing assets such as landing pages, emails, social, banners and print messaging components. Campaign managers connect to leading CRM data sources to drive integrated campaigns and consistent content and context are maintained across all targeted channels. Event-based and interaction-driven workflows make it easy.