Four Characteristics of Next-Generation Campaign Management
Campaign-management technology has long been associated with the creation and deployment of outbound marketing campaigns. It's time to change that.
Campaign-management technology has long been associated with the creation and deployment of outbound marketing campaigns. It's time to change that.
Campaign-management technology has long been associated with the creation and deployment of outbound marketing campaigns. It’s time to change that. Marketing can no longer afford to simply act as a bullhorn pushing the product du jour or blasting cross-sell and up-sell offers.
Marketing experts have been talking about ad overload for years now. Simply put:
Marketing organizations must evolve by shifting their communications strategy away from one-size fits all push marketing to a more customer-centric strategy that leverages the increasing proliferation of addressable channels and strives for responsiveness to individual customer behaviors. This shift requires marketing organizations to get beyond the old-style outbound campaign construct and seek to engage customers and prospects in a cross-channel dialog that builds upon their past and current behavior (I refer to this new style of marketing as interactive marketing). To do this effectively, marketers need technologies that enable them to:
What’s more, technologies must enable marketers to interact across inbound as well as outbound channels in an integrated way. Enter next-generation campaign management.
Characteristics of Next-Generation Campaign Management
Helping marketing organizations achieve this transition requires marketing technology providers to step up and outside the box. Campaign management is no longer about segmentation and list pull. Next-generation campaign management technologies must emerge that:
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