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Running head: COLLABORATIVE MARKETING CAMPAIGN MANAGEMENT 1
Case Study #4: Collaborative Marketing Campaign Management
Monica Guzman
Notre Dame de Namur University
July 2017
COLLABORATIVE MARKETING CAMPAIGN MANAGEMENT 2
Problem Statement
First 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 Opportunities
Technological 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.
COLLABORATIVE MARKETING CAMPAIGN MANAGEMENT 3
Business Solutions
Marketing Planning
Bulldog 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 Automation
Marketing 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.
COLLABORATIVE MARKETING CAMPAIGN MANAGEMENT 4
Depiction of marketing automation provided by LinkedIn
Campaign Management
Salesforce 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 Salesforce
COLLABORATIVE MARKETING CAMPAIGN MANAGEMENT 5
Lessons Learned/ Business Case
Marketing Planning
Welch’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 Automation
Dominion 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
COLLABORATIVE MARKETING CAMPAIGN MANAGEMENT 6
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 Management
The 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 Care
Working 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.
COLLABORATIVE MARKETING CAMPAIGN MANAGEMENT 7
References
4 Tips for More Efficient Ad Campaign Management. (n.d.). Retrieved August 07, 2017
Bednarz, 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, 2017
Bulldog 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, 2017
Smithers, R. B. (2000). On to Collaborative Marketing. Brandweek, 41(29), 42