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Case Study #4: Collaborative Marketing Campaign ManagementMonica GuzmanNotre Dame de Namur UniversityJuly 2017Problem StatementFirst was the transition from push to pull marketing and the internet age has since transitioned marketing to a collaborative approach. This goes beyond data-driven analysis and now, companies must take into consideration the whole ecosystem with a focus on customer insights to optimize marketing efforts. Adobe executives reiterate this transition from push marketing. In an Adobe Summit, CEO Shantanu Narayen explained how Adobe is constantly innovating to the changing marketing needs and currently, “the product is the marketing,” (Minsker, 2015). Brad Rencher, senior vice president added how customer experience has become the brand of an organization.Challenges and OpportunitiesTechnological advances brought us the internet, cell phones and social media. The development of these mediums has caused businesses to adapt their marketing. The internet has decreased the effectiveness of television and print advertisements as more choose online video streaming and news outlets. Additionally, as online shopping gains popularity, the focus shifts from in-store experience to brand recognition, (Smithers, 2000).Companies have already begun to use the advertising power of social media but have still yet to use it as a collaborative space. In the article From Data Driven Marketing to Collaborative Marketing featured in CMS wire, contributor Hyoun Park describes these companies as: “still living in the Stone Age of push marketing,” (2014). Collaborative marketing software, allows companies to enter the new age of marketing and aid in their competitive advantage. Business SolutionsMarketing PlanningBulldog solutions offers a marketing planning application called Gameplan. This software program provides a customizable reporting module which delivers a single marketing performance platform, (2015). Through the cloud, businesses have an integrated planning solution to “help align resources and deliver more effective marketing campaigns,” (2015). The application also allows companies to have access to a consolidated source for all marketing campaign reporting and the ability to measure marketing performance in real-time.Marketing AutomationMarketing automation handles tasks ranging from automation of e-mail marketing to segmenting customers. These tools allow companies to then send messages accordingly and view campaign ROI analyzation (Lamont, 2014). Automation of social analytics is another tool which allows companies to listen to their customers. This is done through comments about their products or brand through social media and other online communities. This information can then be used to segment potential customers or launch campaigns (Lamont, 2014). Additionally, companies can track which potential customers share company content with others. Bulldog also provides SaaS-based marketing automation solutions. Depiction of marketing automation provided by LinkedInCampaign ManagementSalesforce is known for its marketing automation software but has since added marketing campaign features through the Pardot dashboard. Through these features, companies can view and manage campaign efforts as well as results of interactions with prospects, (Needle, 2016). Pardot’s vice president of marketing, Shannon Duffy, describes how the feature allows companies to see the exact path a prospect takes. Pardot gives alerts which shows when customers respond to campaigns and works with outside data to track responses as well, (Needle, 2016). A luxury real estate brokerage firm describes how they have benefited from the software since it allows them to deliver personalized experiences to their clients. Depiction provided by SalesforceLessons Learned/ Business CaseMarketing PlanningWelch’s company struggled before adopting collaborative marketing. The existing method involved piecing data from different sources to predict product demand. However, this process was time-consuming and error-prone, (Bednarz, 2004). Welch’s began using Demantra software which held all necessary data in one system. This automation now enables more accurate measuring of promotional investment effectiveness, (Bednarz, 2004).Marketing AutomationDominion Systems, which provides software and payroll solutions was having difficulties connecting prospects and customers with correct messaging. The existing software database capabilities for prospects, ability to log inbound marketing communications, website clicks as well as steps prospects take before engaging in purchasing conversations, (Britt, 2017). The automation of outbound marketing allowed the marketing team to focus on inbounding communications. However, the existing software did not integrate well with the other programs the company uses. Dominion systems can now customize the emails for different situations in addition to streamlining marketing for webinars and workflows.Campaign ManagementThe company Meridium sought campaign marketing to operate at par with the software services it provides to electric and utilities companies. Up until 2009, Meridium only benefited from basic marketing analytics tools which simply provided click rates from email marketing. Everything else was done manually and provided no insight to the level of marketing campaign success. Meridium’s vice president of marketing, Bob Francis, said: “We really wanted to do what we teach our customers to do: analyze data and model how things will happen in the future in order to optimize a plan,” (Martinez, 2010). After implementing the new software Eloqua, Meridium has been able to gain a multidimensional view of its potential customers and is able to deliver more relevant marketing content. According to Francis, this improved targeting has helped their campaigns deliver a 30 percent increase in the number of qualified leads, (Martinez, 2010).Why I CareWorking in marketing, I know these types of software are extremely valuable for marketing success. Since we sell a service, understanding our customers is necessary. We use this information to tailor our marketing communications and highlight which areas set us aside from our competitors. We mainly use marketing campaign software which monitors email click-throughs to help us target prospects. Our marketing campaigns are not very extensive so currently, our resources provide what we need but I realize how much more is available and how these resources can optimize our efforts.References4 Tips for More Efficient Ad Campaign Management. (n.d.). Retrieved August 07, 2017Bednarz, A. (2004). Grape grower juices up its planning systems. Network World, 21(24), 21-22. Bou, M. (2016, November 7). Email Marketing and Marketing Automation [Web log post]. Retrieved August 6, 2017Bulldog solutions launches oracle marketing AppCloud application to centralize and accelerate marketing planning for B2B enterprises. (2015, Feb 16). NASDAQ OMX's News Release Distribution Channel Bulldog solutions releases version 1.5 of gameplan(TM) enterprise software. (2014, Aug 05). NASDAQ OMX's News Release Distribution Channel Britt, P. (2017). Targeting opportunities to ensure marketing and sales success. KM World, 26(4), 22-24.Lamont, J. (2014). Managing marketing: putting the puzzle together. KM World, 23(10), 12-13.Minsker, M. (2015). Adobe Adds to Campaign and Experience Manager, Marketing Cloud. CRM Magazine, 19(5), 16-17.Martinez, J. (2010). Practice What You Preach. CRM Magazine, 14(11), 40-41.Needle, D. (2016). Salesforce Pardot Update Tracks B2B Marketing Campaign Effectiveness. Eweek, 1.Park, H. (2014, June 27). From Data Driven Marketing to Collaborative Marketing. Retrieved July 30, 2017Smithers, R. B. (2000). On to Collaborative Marketing. Brandweek, 41(29), 42 ................
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