Users can be found in a variety of digital channels, therefore the complexity of the customer journey is increasing. Companies need to be present in all these channels and plan their campaigns in a way that the user receives the right impulses to systematically lead him along all touchpoints to the goal. This only works when all measures effectively come together. Companies need to move away from autonomous measures in individual channels to integrated campaign management.
The core question with integrated campaign management is: How can we lead the user to the desired goal in the most effective way? All available measures, which the user encounters along his customer journey, need to be synchronised in a way that they support each other. The first step is a common strategy in which overall, as well as channel-specific targets and the relations between these channels, are defined. It is important that the communication is consistent across all touchpoints. Users do not distinguish between individual channels, they expect a consistent presentation of the company in email marketing, social media, on the website, etc. This is not only about avoiding contradictions, but communicating a consistent, central message, as illustrated in the two examples of the article Coordinating Email Marketing and Social Media Content.
Challenges of Integrated Campaign Management
In the following, we will explain the most important requirements, which need to be implemented to achieve an effectively integrated campaign management
1. Consistent User Insights
Effective communication is individualised communication. However, in order to be able to approach a user with individualised and – to him – highly relevant content, we first need to gain insights about him: product and brand preferences, willingness to pay, online use, etc. These insights can be generated by means of simple scoring models to complex data mining procedures, using the personal user data, which is collected at the different touchpoints. However, it is still common that this data is saved in different, independent silos. Our challenge lies in disintegrating these silos and compiling all available data in a central and structured way. A large pool of data from different contexts will allow you to gain deeper insights. Notably, this means that all stakeholders will have access to these insights. The result will be a more precise, consistent and therefore more effective communication at all touchpoints.
2. Automated Content Processing
In particular, individualised communication requires a large number of suitable, granular content. This amount increases with each additional channel being integrated into the communication. The content comes from different sources, but these are usually insufficiently linked. A cross-functional use in the context of an integrated campaign management would therefore be less efficient. The challenge is to establish and technically display processes for the collection, release and compilation of content from different sources. It is only possible to efficiently and sensibly implement content processing through marketing automation technology.
3. Comprehensive Efficiency Analysis
To optimise an integrated campaign, it is necessary to know the interdependencies of the tools employed. You will find more information in the trend Efficiency Analysis – Determining the Larger Context.
4 .Including Trade Partners Through Trust Centres
Especially industry sectors with indirect distribution often face a challenge in integrating the communication of head office and distribution sites. You will find more information in the article More Effective Trading Partner Communication Through Trust Centre.
5. Email Marketing as a Central Tool
Email marketing is becoming more and more the central tool of integrated campaign management.