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Published July 10th, 2016 by

How Campaign Marketing Software Helps Marketing Managers

How Campaign Marketing Software Helps Marketing ManagersOver the past few years, marketing managers’ job has changed immensely. Instead of communicating with a large number of people (using billboards, magazines, TV commercials, etc.), they now interact with individual buyers, concentrating on the specific needs of that particular customer. This new role involves both understanding and identifying customers’ behavior patterns and the conception of personalized offers for specific groups of individuals that match their patterns. For instance, 64% of the consumers are looking for a baby stroller for their first child. A marketing manager could take this opportunity to sell other baby products by creating a marketing plan that would convince the first time parents to buy their items.

Thus, the new role of marketing is becoming connected to the advancement in technology. Meaning, all the things that they’re using have also evolved as the technology changes, from a simple database to campaign management software to an intricate data mining plan.

What is a campaign management?

Most advertisers and marketing managers refer program management as the battle setting, while campaign management is all about what’s happening in the campaign. However, many people are confused about it because of the word “campaign” as it could mean anything, depending on the focus of marketers. For instance, an old-school marketing manager would describe it as the process of coding and segmentation of the list of distributions. Online marketing leaders – on the other hand – would define it as the deployment of changing flights of creativity to the chosen sites. However, as the barriers between these two marketing managers begin to crumble, they will find a common ground for this term.

A common way to picture campaigns is the display of the workflow. It views different treatments, stages, and message flights in a particular order. An online campaign management software that provides sophisticated features can find connections between numerous decisions and send personalized messages to different customers based on their behavioral response, firmographic, scoring, and other segmentation systems.

Another feature that marketing campaign management software provides is the ability to communicate with their customers. Unlike the previous campaign management tools, buyers can select whatever they want to choose to enjoy the perks of the ads. For instance, they can make an account by completing the web registration. They can also get coupons at a POS to save more money the next time they shop online or go to a supermarket. If a person chooses this action, that customer will receive an email or a series of emails where they can get the coupon codes.

Lastly, campaign management software features random testing of the strategies before applying them to the campaign. Hence, you’ll get to know which schemes would give positive results to your ads. Furthermore, you’ll get a chance to change the weakest technique to make your campaign more powerful than your competitors.

How does campaign management software work?

Campaign management tools help users to divide a large number of people into small groups and then identify the interaction they should use with those groups.

Let’s take a marketing manager who is working at a telecommunications company as an example. The manager’s job is keeping their subscribers. However, some of the clients choose to leave their service and switch to their competitors. The manager should find the reason for the switch. It could be the technical problems they’re experiencing with the network, or the plan they’re using doesn’t match their needs.

With this software, the marketer can divide their customers into separate groups according to the technical problems they’re dealing. The information they get from these sections is in the data warehouse, a database that collects details about their customers’ behavior pattern and activities. The customer service will send the information to the database when a subscriber called their hotline to complain.

After identifying the segment, they will give some offers or solutions to the customers to keep them as their subscribers. The proposal depends on the problem of the client. If it’s about the plan they’re using, they will provide some alternatives to their customers; however, if it’s a technical issue, the company will give a rebate or a promise to improve their service.

The company will deliver these offers in two ways – either they will call their customers and inform them about the proposal, or they will send them a mail and tell them about the offer. The web-based campaign management software will divide the solutions into two groups, half of the customers will receive a call while the other half will get a direct mail.

Apart from that, the marketing leader can try an alternative solution, and that is offering a full and then a half rebate to the subscribers. The application will start collecting data and conduct an analysis. The program will separate them again into sections, those who will receive a full rebate and those who will get a 50% discount.

Once the process is complete and the manager likes the campaign, they need to execute the plan. The scheduler will do the task of delivering the message to the call center software. After receiving the information, the customer service will start informing their customers about their latest solutions and offers that will probably improve their service.

These procedures will occur in the future if the customers face the same issue. The software will create segments, suggest some offers, and execute the plan if the manager likes the campaign. All done in a few minutes!

Campaign Management Software vs. Traditional Market Segmentation

Market segmentation refers to identifying segments within the market that share certain activities and features. The old-school market segmentation can only handle and divide a few volumes of data. With campaign management software, not only can it execute and analyze the campaign, but it can do what a traditional market segmentation does. The only difference is the volume of data it can hold. With this software, you can collect millions of data and divide them into groups within minutes.

Thus, you don’t need to buy another software application, once the memory is full. You just need to maintain to keep its good performance.

Is campaign marketing software for everyone?

You may think that getting a top campaign management software will benefit your business. Though this could be true, however, not everyone is fit for using this management tool. There are certain things that you must consider if you are planning to get this software. First is the frequency and the volume of data that your business receives. If you only get a small amount of data, then you’re not qualified to get this tool.

Another thing you need to consider is if you’re using an open-source system. If not, you might need to upgrade your system first before buying an open-source marketing campaign management software.

Last, is the budget. These products are quite expensive, but worth every penny you spend. However, if your business has a limited budget, you have to save money to buy this application, but not anymore. There are great alternatives, which offer the same perks at an affordable price. These are outsourced marketing software, in-house campaign management software, and custom-made campaign management application.

All these products provide the same features and services and are affordable. However, some of them don’t provide a full function of the top campaign management software. Still, it has the basic features that your business needs.

There are many campaign management tools on the market. However, most of them claim that they are the leading campaign management software, making you confuse when it comes to choosing a reliable software application. Don’t be a victim of such promotions! You have to be wise and choose an app that fits your business.

When buying a management software, you have to make a list of brands of this app. You may go to a review website, such as CrowdReviews, and check their list.

Next, you have to know the features of each product. Make sure that the software has the necessary features that your business needs. Some of the critical features that a management software should have are direct integration with CRM, dashboards, customized landing pages and outputs, and content libraries. You can also look for a program that has advanced features, but you have to make sure that these additional tools will benefit your business. Otherwise, you just spent your money for something that is useless.

Lastly, you have to look for campaign management software reviews. There are different types of reviews, and each has different purposes. The most common type is the customer review. It tells the readers about their experiences when they purchased the product.

The second type is a blog review. It provides comprehensive information about the product. It tells you the specs, as well as the pros and cons of the item. If you want to know more about a particular product, then this review is what you need.

There are several websites dedicated to giving campaign management software reviews. If you want to read a complete review, then you should visit the CrowdReviews.com’s’ website. It features a list of products and customer reviews. With this site, you’ll get to choose a software that fits your business’ needs.

John Tovar

John specializes in the creation and planning of business-centric mobile applications and mobile website design and development.

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