The standard for a successful marketing campaign, have greatly evolved for the past decades since it was used as a support backbone for the promotion and sales in a business. Depending on the era where it was implemented, the marketing focus can be the production, the product itself, or its consumers. The forms of media where it is to be implemented, as well as how the brand can be communicated effectively with its target audience, were some of the faithful considerations in developing an effective marketing campaign. There have been many successful marketing campaign stories in history where businesses can learn and get inspiration from, but not all are applicable for some businesses because of their unique needs. The differing market shifts and trends also pushes for continuously studying how to create effective marketing campaigns in this fast paced and highly competitive business market era.
Creating a successful marketing campaign will entail many considerations and aspects before it can be achieved. These key areas include its target market audience, communication media to be used, available resources, business tools (if preferred), and the product or innovation. Giving utmost attention and detail to these key areas will give an extra boost in making effective marketing campaigns that are relevant, well targeted and engaging. The integration of technology in strategic business planning and implementation is very helpful in giving leverage and competitiveness in any aspect of a marketing campaign. With so many technologies present in this era, part of the plan should include thorough studies first about all options available before diving in.
What is a campaign management system?
An effective marketing campaign is one that has been subjected to close comparisons with the past and current campaigns implemented within the same type of business. It should also have been proven to be the best way to generate leads and sales across the company. The need for a reliable marketing performance evaluation tool has given rise to the development of campaign management system, or campaign management software. It is basically an intuitive platform that enables marketers to see a real time analysis of its different marketing campaigns implemented. A single platform used for managing all marketing functions is essential in streamlining all workflows and in having a unified business language among the people in the marketing organization. It also utilizes email marketing and mobile marketing systems for a more effective outcome.
One of the goals of marketing it to generate leads and sales from the product or brand that the company is selling. This can be done by implementing effective marketing campaigns that are powerful enough to compel purchases and other commercial activities. A campaign management software also enables the faster realization of marketing ROI, which means one can now know which of the implemented campaigns are effective in generating leads and sales, and if it can also sustain itself. Effective marketing campaigns also promote customer loyalty and recommendation to peers, which presents a more credible and reliable brand recognition in the long run.
A campaign management software can do more than just a tool for marketing performance analysis and evaluation. It also hosts of other value added benefits and features that will help in creating effective and engaging marketing campaigns. Here are 6 clear indications that your campaign management system is working for your business benefit:
1. Rise in Email and Marketing Media Response
An indication of a successful campaign management system is mirrored by responsive customers. A campaign management tool utilizes the use of digital marketing campaigns to reach out to more types of consumers. Nowadays, the consumers use mobile technology, thus increasing the use of the internet, as a starting point before making purchase related decisions. In a market research in 2014, 81% of the participants said that they are using the internet to make comparisons in different brands of a product they are eyeing to buy. Digital advertising that compelled online and offline purchases have been increasingly popular as well. Mobile marketing is actually a diverse way of promoting products and services, and makes use of interactive interfaces. It appears in many forms like billboards, banners, pop up ads, websites, and other web based media, which are optimized for viewing in smartphones and tablets. SMS, or Short Messaging Service, used as a medium is also part of mobile advertising. According to a market study conducted by SmartInsights, 80% of the respondents use the smartphone in making internet researches. The wider audience that mobile technology can nowadays reach makes it an effective channel for a marketing campaign. On the other hand, the email, is an old but still effective way of sending formalized messages in the business sector until today.
Recent studies about email usage returned results about its steady popularity in being a preferred method of consumers in communicating with local businesses, despite the popularity of social media. In reality, email and social media differ in purpose when used in marketing, and both have its own strengths and weaknesses. Social media is used to bring brand awareness and promotion to a broader audience, targeting consumer engagement and popularity. On the other hand, an email is more direct in its marketing approach. The use of email campaign management software in email marketing will enable a more targeted way of introducing a product to a potential customer. It is also vital in keeping a healthy relationship between an existing customer and the business by studying the customer behavior by engaging him in a pro active exchange of ideas and preferences, for a better and improved service. A powerful marketing email also creates impact and desire to fulfill a need in a customer’s viewpoint, which in turn will most likely to make important commerce decisions and eventually, a purchase. It is essential for an email campaign management software to have the technologies needed for an effective and successful marketing campaign.
2. “Trends” in Social Media
Due to its popularity and an increasing number of users, the social media has built itself its own type of marketing campaign. It is actually number one in effectiveness when it comes to digital marketing techniques used, according to market studies. Social media marketing is effective in fostering brand awareness to be able to reach to a greater number of audiences. It is also used as a more affordable way of doing a marketing campaign because of the free to use social media platforms available. It is gaining popularity because of the shareable links and content within, which makes the brand easier to be known among social media users. A continuous update on the company profile and content, as well as active events posted on a particular company account will make it more visible and promoted. Social media platforms like Facebook and Twitter have integrated “trending” statistics that measure the popularity of its accounts, through its number of “likes”, mentions and hashtags, which can be used to gauge the company profile activities and marketing performance.
3. Increased Productivity and Efficiency Among Employees
The many impressive features and multitasking abilities of an ad campaign management tools makes it an effective business partner for marketers, advertisers and marketing analysts alike. Its in depth data analysis capability saves marketers and analysts from tedious and time consuming task of data mining, data monitoring, sorting and categorizing in evaluating the individual performances of all marketing campaigns deployed. This will in turn promote increased productivity among employees concerned, where they can focus on performing the core tasks instead. The unified campaign management of all media and communication gateway used to also increase the convenience of streamlining all workflows, and conversing in one work language. The user interface itself is easy to use, with the ability to view multiple windows to make real time analysis and comparisons between different marketing campaign media used.
In email marketing, there is an integrated wide selection of beautiful and attractive templates to enhance customer experience when he/she receives the email. Through an extensive ability of customer profiling and categorization, the digital campaign management software can also automatically familiarize itself with the customer based on his/her preferences indicated on the email opt-in sign up form he filled upon subscription. Then, the software automatically sends emails which are relevant and targeted to the customer. The ease of integrating technology doesn’t sacrifice the whole experience, but rather it has become more personalized and engaging in the customer’s viewpoint.
4. Effective Data Mining Across Multiple Channels
Data mining is essential in making reliable evaluations of marketing campaign performances, whether individually or collaboratively. Through data analytics, the processed data can render more in depth reports that can also depict the ROI, or Return Of Investment, for each marketing campaign. Realizing the ROI can significantly impact crucial decision making for better utilization of company resources, profits or see if the campaigns are already sustainable on its own. Data mining is effectively implemented across all communication channels, because it is flexible enough to be integrated, even to legacy telephone systems.
The process of data mining is also automated to gather all data, whether unstructured or structured, from all forms of communication systems such as the PSTN and the computer. It also can retrieve data from both online and offline marketing media. The gathered data is then further filtered out from data “noise”, or irrelevant data. Upon filtering, the campaign management tool will then categorize the data for an organized and comprehensive customer profiling, which will greatly help in improving customer service. The same data can also reflect other potentials or opportunities for the company, making a way for predicting future market trends or shifts, which can prepare it ahead of time. The top campaign management software is also very useful in the marketing performance evaluation, and among the customer service agents as well.
5. Increase in Customer Inquiries
The increased awareness of people through online and offline advertisements, email newsletters, and the social media will increase lead generation. In a market study, it was found that through the advent of mobile technology, consumers tend to make research-before-buying type of purchase method. A customer searches on the internet for reliable comparisons between brands of a certain product he likes using his smartphone, then looks for the local business number of those brands, calls, chats or email them for further inquiries, then makes the purchase.
6. Increase in Commerce Activities
The ultimate benefit of employing the best campaign management software for your business is the increased sales generation. Through effective implementation of full benefits and features of a campaign management tool, it can greatly impact the consumers in a positive way, not only in generating purchases, but as well as a lasting customer-business relationship that will definitely uplift the brand. Loyal customers make the most credible advertisements and promotions, which are unparalleled even with the most sophisticated technology today.
The positive impact of technology in the business sector today have definitely soared great heights and spanned across the usual limitations and borders. A successful marketing campaign isn’t just a light bulb, overnight idea, but rather a well thought and well researched one. Balance in many aspects is a key to a more long term realization of benefits when employing a business tool within your company’s organization. And also, it is also important to build lasting and quality relationships with your customers, whether existing or potential ones. The ultimate success of a business lies on the collaborative efforts of all members of its organization, as well as in making smart decisions and choices.
Wanna start reaping the full benefits of a campaign management software for your business? Take a detailed look on CrowdReviews.com’s list of the best campaign management tools, and this comprehensive reviews of campaign management software from reputable professionals, marketers, advertisers, and consumers in general.
Trevor Price
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