Orchestrate Integrated Campaigning

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.

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.

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?

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.