Over the past year, Martha Bush, SVP Strategy and Solutions here at SIGMA, has written some insightful articles around building a campaign management practice. In this articles she mapped out everything from messaging strategy to analytics and insights and everything in between. We thought we'd pull these articles together in one post to provide easy access to her wealth of knowledge around the beginning-to-end process of marketing campaigns.
The biggest challenge we see to successful campaign management with most clients is Readiness: Is there a skill level inside the organization to handle the data issues, the campaign design issues and the reporting issues? And, as the complexity increases exponentially with testing and rapidly increased campaigns, is there the ability to scale those resources?
The heart and soul of any marketing technology you plan to use to deliver multichannel relevance for your customer is the data inside. Marketers need to have a clear and distinct Data Management Roadmap if they want to pave the way for relevance for their customers.
“Unified Marketing,” “Customer Engagement Marketing,” “Marketing 2.0” and “Consumerism” are all concepts of marketing practice that aim to create the most relevant dialogues with the customer as possible. Whether the conversation happens at retail, on the phone, on the Web or in the form of direct response to mail and/or email, the interaction with your customer or prospect should be informed by customer intelligence. The practice of building customer insights into every interaction, and listening to the response so the next dialogues can keep getting better, is at the core of smart Multichannel Marketing.
Forget about managing your relationship with your customer. Today, she manages the relationship with you! This new fact becomes real in every dialogue or customer interaction you have. When your customer or prospect finds the information they were looking for – or were ready for – they feel satisfied and empowered. On the other hand, if they can’t put their finger on the right information they feel confused and frustrated, and they rightfully take it out on the last place that didn’t deliver satisfaction – your website, your email, your direct mail, your call center.
Still not sure where you stand with your marketing maturity? Here's what Martha has to say about creating a fast start to customer engagement (and what that has to do with chocolate chip cookies!). Read "Assessments Create a Fast Start to Customer Engagement."
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