The cornerstone of success for today’s leading marketing organizations is how effectively marketing campaigns are managed. Although most teams organically design processes around delivering campaigns, many miss the mark on incorporating all facets of marketing enablement. Companies run the risk of doing marketing the old way, especially given the litany of solutions available at all levels. To realize the potential benefits, marketers must acknowledge that yesterday’s standalone campaign management approach will not be effective in today’s digital marketing ecosystem. However, current digital technology disrupters and enablers provide an excellent opportunity for organizations to make the shift now to better manage campaigns.
Consider these three important trends:
- Marketing is happening all of the time. Marketers who rely solely on planned monthly, weekly and even daily campaigns are betting on relics from another time. Digital has removed many of the barriers around when marketing can happen, creating an opportunity for continually curating seamless, real-time omni-channel journeys. New digital capabilities are making it possible and practical to communicate with customers with personalized messages in real time. They can also manage real-time customer conversations through micro-channels, mobile apps with geolocation capabilities, and personalization. With all of these exciting possibilities for always-on marketing, only 32 percent of marketers think that over the next five years, marketing campaigns will need to execute in real time. It is clear that marketers have some work to do to respond to the reality of today’s always-on environment.
- Good marketing should feel like great service. Marketing used to be pithy promotional messages that enticed customers and prospects to visit the store. But no more. To deliver a personalized always-on customer experience, campaign management must be a strategic enterprise capability for marketing, sales and service communications. Coordinating marketing, sales and service communications can deliver tremendous customer benefit, and as more things connect to the Internet, i.e., “the Internet of Everything,” the lines between marketing and service messages will blur even more.
- Offline and Online Marketing has Converged. Today’s digital marketing ecosystem capabilities provide many new ways to connect with customers, but ensuring coordination between known and anonymous customers across this more complex marketing ecosystem is now the challenge.
Adobe Campaign harnesses a mix of data, content, and real-time delivery capabilities that lets marketers roll out effective email campaigns. Email marketing can become the contextual engine that powers their brand’s customer engagement marketing program. Adobe Campaign is a part of the Adobe Experience Cloud and provides email, campaign, offer, and personalization management capabilities for automation and execution of marketing programs across all channels— digital and traditional. Integrations with Adobe Experience Cloud core services and solutions such as Adobe Analytics and Experience Manager can improve your Adobe Campaign strategy with insights and convenient content management. Adobe Campaign addresses a key challenge for marketers: how to build and extend relationships with their customer base to drive top-line revenue growth and ROI.
Marketo uniquely provides easy-to-use, powerful and complete marketing software that propels fast-growing small companies and global enterprises alike. Marketo’s marketing automation and sales effectiveness software – including the world’s first integrated solution for social marketing automation – streamlines marketing processes, delivers more campaigns, generates more win-ready leads, and dramatically improves sales performance. With proven technology, comprehensive services and expert guidance, Marketo helps thousands of companies around the world turn marketing from a cost center into a revenue driver.
Part of Oracle Applications Cloud, Oracle CX Cloud Suite empowers organizations to take a smarter approach to customer experience management and business transformation initiatives. By providing a trusted business platform that connects data, experiences and outcomes, Oracle CX Cloud Suite helps customers reduce IT complexity, deliver innovative customer experiences and achieve predictable and tangible business results. The Oracle CX Cloud Suite includes Oracle Marketing Cloud, Oracle Sales Cloud, Oracle CPQ Cloud, Oracle Commerce Cloud, Oracle Service Cloud and Oracle Social Cloud.
Pardot, B2B marketing automation by Salesforce, offers a marketing automation solution that allows marketing and sales departments to create, deploy, and manage online marketing campaigns from one central platform. Together, Pardot and Salesforce empower every rep to act in the moment of engagement, and every marketer to drive greater results from campaigns.
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