A successful marketing campaign is the combination of visual aesthetics, excellent content, a powerful message, and an extremely unique representation of the brand that carries a single theme, that resonates in all forms of media that it will be implemented. Most of the greatest marketing campaigns of all time involve meaningful and thought provoking messages that exhibits values, which can as well be attributed to that specific brand of product. Excellent content should emphasize how the product can invoke happiness and satisfaction to its user or consumer. The campaign should also resonate with the target audience’s personal preferences and lifestyles, which are relevant and on point. An effective marketing campaign is one that has values which lasts a long time, creating a legacy of the brand, thus imposing credibility and loyalty among its customers.
One of the best ad campaigns in history is the Marlboro Man. As early as 1955, this ad campaign started a legacy brand image known worldwide through its successful marketing campaign. The brand became an icon, and even the product itself has been subjected to a number of controversies, its revenue numbers still speak about its unwavering following and unprecedented success until today. So what is it in its marketing campaign that made it effective? It is the idealized masculinity and the lifestyle that the brand presented by the iconic cowboy in the ad. The lesson? An effective marketing campaign should be able to take part in its target audience’s way of life, portraying an ideal out of it.
There is a common ground for successful brands in creating and implementing an effective marketing campaign. It is the use of a powerful theme that are broad enough to relate to as many audiences as possible, but at the same time concentrates on specific values and association that the brand wanted to convey across. Effective marketing campaigns are a collaboration of a message that creates an impact, an interesting content, strategic marketing plan and an innovative product.
The Marketing Evolutionn
The market went through several series of phases before it became what it is today. From being production oriented, up to the information age, it went through a lot of shifts and bends that as well enable business to be developed and evolved as well. Even today, the market is still going through different trends, and for a business to thrive, it should be flexible and scalable in order to adapt to these. For this to happen, there should be a continuous and lifelong learning about the present, as well as the future needs of mankind. Technology will become a great contributor to this.
In the early stages of marketing systems, people tend to focus on quantity and mass production. This to make sure that products are affordable and easily available. The marketing focus on the massive distribution of products to make it “popular”, making it almost a commodity. There are not so many technologies involved in such productions, thus limiting the way it is developed, offered and marketed. The industrial age revolved around the manufacturing industry, which also introduced the concept of automation to meet the requirements of making a product in huge quantities. Consequently, quality control isn’t that mature at that time because it is not the priority. The lack of reliable and widespread communication systems is also another hindrance in marketing expansion, and marketing campaigns aren’t that varied. Marketing campaigns can be effective even with simple product packaging and some entertaining commercials.
Further studies in science enabled the growth of technology-based products that are not just innovative but also practical. The main purpose of these innovations is to grant convenience even to the most mundane tasks at home. In a business scale, it enabled company systems to be automated and integrated in a single working platform. This era also created high technological devices and equipments that help in finishing time consuming and tedious tasks faster, so that employees can divert their focus on core tasks. This the age where there is significant growth in the hardware industry.
The start of the digital and information age marked a significant point where consumers had an “information awakening”. This implies about the growth, and widespread use, of the internet as the major source of information, facts and knowledge about almost everything. The introduction of mobile technology and the rise of handheld devices like tablets and smartphones made the internet more accessible in almost any place which have WiFi signal, at any given time. Consumers have become creatures of habit in doing research before getting something from a local business or service provider. Nowadays, the process of purchasing goes like this: he typed a keyword about a specific product: the internet returned several results; he clicked on the first 3-5 links and made comparisons; checked the website of a potential business and looked for the company number; clicked on the “call today” button; talked to a live agent; then decided to purchase online. All of these processes happened in a single device called a smartphone. It is that easy, isn’t it? That is marketing, and business nowadays. All works in buttons and clicks.
E-mail Revolution
In the previous paragraph, the purchasing process was made on the basis of self-search on the internet with a specific product in mind. Let’s say, a person has learned that his favorite brand has launched a new website. The person signed up to receive weekly newsletters through his email to keep him updated. The sign up process asked him to tick in boxes of his preferences without noting much about his personal information. It just took him several minutes to complete the form because of the list that is already there, he just needs to check which applies to him. After signing up, he receives his welcome email, and he felt it was warm and really welcoming. In the next few weeks, the newsletter contains information relevant to the preferences he indicated in the sign up form, so it kept him engaged for a while and even checked out the content links that is included in the email. After all, it is convenient to do because he is using his smartphone. He can still access his emails even he is out of the office. The whole process shows that the email is becoming more empowered today to be used in effective marketing campaigns because information is automatically sent to potential customers in their own initiative, and is relevant to their needs and preferences. This is in contrast that it is becoming outdated due to the rise of social media marketing.
In a 2015 research conducted by SmartInsights, in partnership with GetResponse, the optimization and application of new techniques in creating email for marketing purposes lead a great improvement on its potential and impact of effective marketing campaigns. The research focused on knowing the degree of effectiveness of each of the popular media gateways used in marketing. Email bested other categories like the social media, content, SEO, affiliates, direct mail, AdWords, advertising display and the traditional offline means. It is clear that email marketing still has a greater and untapped potential in it, especially today that mobile smartphones and tablets are increasingly becoming more popular and accessible by many.
Campaign Management Software
The potential and unwavering effectiveness of email marketing led to the exploration of how it can be optimized and enhanced in this information age. Marketers see that it can be greatly improved by focusing on key areas like timely sending, creativity, relevant content, response triggered, engagement and multichannel. In addition, it should compel purchases as well. With an increasing competition with the popularity of social media, it remained to be a subject of improvements and optimization. The ongoing studies on email marketing paved a way to the development of campaign management softwares.
Ad campaign management softwares are systematized platform development that give ease and smarter insights into creating and managing targeting emails to be used in marketing. It can be effectively integrated with other marketing technologies to be able to create a single platform for managing all marketing campaigns. With campaign management tools, emails are optimized to be more personal, targeting and engaging. An effective marketing management software combines different technologies to come up with a set of solutions in implementing effective and cost efficient marketing campaigns across multimedia channels. The software also made the whole system automated without sacrificing experience, for convenient and efficient time management.
Benefits of Campaign Management Softwares
The amount of benefits that campaign management software features can do for a business granted more opportunities for marketing to know their existing customers and potential clients better. Like the powerful messages that successful brands conveyed in their legacy marketing campaigns, an effective email marketing sustains the customer engagement in the product because of the continuous improvements they are doing that they inform through the use of email newsletters. Here are 5 solutions that a campaign management software can do for a successful marketing campaign:
- Make Engaging Email Content
A email campaign management software is specially developed to optimize email marketing and make a head on with the social media marketing popularity. But basically, the advantage of using email is it can be more personalized, according to the customer’s preferences which he/she already indicated in the form to be filled up upon signing for email updates. A campaign management software can effectively assess the best email approach for a certain type of customer based from the collection of pre-made emails that will be automatically sent in a timely and appropriate manner according to their preferences. The relevance and impact of message within the email encourages engagement from the customer to use the links and other trigger ready attachments within the email body to know the product better. An email also encourages suggestions and feedbacks to further assess the customer and to serve him better next time. The software also has visually pleasing templates for emails and other marketing collaterals for a better experience. It can also lessen or eliminate unwanted emails to be sent by evaluating its email database, and send only emails to its appropriate recipients. Emails are also optimized for better loading and viewing in mobile devices.
- Generate Leads
An interactive and engaging email marketing content can help the marketing in generating leads by allowing the customer to send valuable feedbacks upon receipt of the email. Each click or response made to the email and the links within can be tracked and gathered by the software, which will in turn enable a more personalized approach next time. An effective marketing campaign, which prioritizes the value of customer preferences and feedback will be able to gain more loyal customers in the long run.
- Unified Marketing Campaign Management
The best campaign management software enables all data across multiple communication channels as well as offline and online campaign sources to be collated in a single platform for better organization, management and access for all concerned employees. It enables marketing to converse in one digital language. It also creates a more streamlined workflow which can eliminate repeating marketing email content which annoys most customers.
- Excellent Customer Profiling
A campaign management tool also has the capability to collect customer data across multiple marketing campaign media sources, as well as from different communication channels. Through this comprehensive approach in data gathering, the business can effectively categorize a customer to a certain type and send a more personalized, targeted and engaging email content to him/her. It can also help in making automated responses without sacrificing the “experience”, to encourage the customer to be engaged further.
- Marketing Performance Analysis
A campaign management software can effectively integrate all its collated data and system with all media and communication channels used by the business in order to accurately evaluate each marketing campaign it implements. The effectiveness of the campaigns can be gauged from the application of data analytics, which in turn can generate reports based on statistical data. These reports can serve as a basis in smarter decision making across the marketing organization, thus increasing profits, and enhancing customer satisfaction.
Today, customers have become a proactive element in the success of a marketing campaign. The trend now is the market became customer oriented, compared with the past when the focus revolves around the rate of production and the product itself. There is more emphasis on the quality and customer satisfaction, and a long term partnership and loyalty between a business and its customers. Effective marketing campaigns rely on the continuous learning and gauging the needs and wants of the consuming public, and relating it to making innovations that will bring convenience and ease with their everyday lives. And effective campaign management is one that understands a business’ unique needs, and enable solutions that are powerful, relevant and customer oriented.
Do you want to know more about how far campaign management tools have gone in terms of technologies and benefits for your business? Check out this comprehensive list of the top campaign management softwares from CrowdReviews.com and the corresponding best campaign management software reviews for a more detailed look.
John Tovar
Latest posts by John Tovar (see all)
- What Is Catalog Management Software and How It Helps Your Business - January 5, 2017
- What Are the Top Features of the Best Medical Billing Software? - January 4, 2017
- How the Best Hotel Management Software Will Improve Your Business - January 3, 2017