‘Campaign management’ includes product development, sales, and public relations to create, observe, and measure marketing programs focused on the target audience. Under campaign management, demand for products and services is estimated, and a suitable cost-effective and efficient method is determined to reach out to customers. Campaign management involves development of pricing strategy along with sales strategy in order to maximize profits. Surveys are also conducted to assess the effectiveness of campaigns. Public responses (received after surveys) to the campaign strategy are tracked and analyzed to determine whether or not the desired results and goals have been met.
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Advanced campaign management solutions help optimize the planning process, simplify management, automate implementation of multi-channel campaigns, and ease tracking and measurement of performance of the campaign. These solutions also help to optimize workflow and create clear tasks that ensure resources are allocated seamlessly across the enterprise.
Advanced Campaign Management Solutions Market – Drivers and Restraints
Digital business landscape has transformed customer expectations and behavior. Today’s multi-channel environment offers numerous channels, opportunities, and means of consumer engagement. This leads to a sharp spike in marketing costs (spends and Return on Investment (ROI). Therefore, it is vital for an enterprise to target the right consumer at the right time through the right channel. Advanced campaign management solutions plays a key role in achieving this objective.
Benefits of advanced campaign management solutions include improvement in marketing effectiveness due to fact-based decision-making through evaluation and comparison of campaign performance; better customer acquisition through segmentation and analytical models such as look-alike modeling; accurate and objective measurement of the success of the campaign; and optimization of marketing budgets.
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Fluctuation in dynamics of advertisement channels, increase in implementation of stringent regulations on mobile marketing in various countries, and technological complications in terms of compatibility are some of the factors hampering the demand for advanced campaign management solutions.