A Beginner’s Peek Into Cross-Channel Campaign Management Software

By TechDogs Editorial Team

Overall Rating

Overview

If you’re launching a new product, where should you advertise or promote it?

Social Media
Outdoor Advertising/ Print Advertising
Email Announcement

For those smart cookies who were unable to choose as they may need all three channels for promotion, kudos! You’ve got it right. It was a trick question: the answer is option D – all of the above.

In today’s time and age, you need to be present everywhere, literally everywhere, to be heard and seen by the customer among the noise of all the promotions and advertising that is being delivered to them. While it’s practically impossible to launch a campaign on every possible communication medium, you have to choose at least your top 3 picks to promote your brand. That’s where it gets interesting. How do you maintain consistency and monitor success on three drastically different channels?

Yes, you guessed it right (again!) – Cross-Channel Campaign Management Software. No matter which channel you choose, it helps you know whether or not your campaign was successful. Intriguing, right? Dive in to read what Cross-Channel Campaign Management Software is, how it came into existence and how it can benefit your business.

Pop Quiz! What’s Mercedes-Benz’s most famous tagline?

Before you Google it, we’ll help you out. It’s ‘best or nothing.’ Taking the tagline quite seriously, the luxury vehicle company not only delivers awesome automobiles but also amazing product launch campaigns. Take for instance their CLA model launch in 2013.

Not only did they did launch a Super Bowl television advertisement featuring Usher and Kate
Upton, they also released a microsite and ran a social media campaign. #clatakethewheel

To keep all of their bases covered, they also sponsored the stadium where the Super Bowl 2013 was being played and promoted the car there as well (talk about going all out!). Was it worth it?

Without a doubt!

TechDogs-"A Billboard Advertisement"-A Billboard Advertisement Showing The Mercedes-Benz CLA

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The campaign became the best product launch for the brand in 20 years and they received an 82% conquest rate i.e. they were able to steal 8 out of 10 of their competitor’s customers and convince them to buy the CLA model.

Clearly, a cross-channel campaign is great as you can target different audience demographics based on the channel they use the most. Before you get all excited and plan your next cross-channel campaign, we must caution you that the strategy has its challenges too. When it comes to maintaining consistency and measuring success, cross-channel campaigns become a nightmare for every marketer. This is where Cross-Channel Campaign Management Software comes into the picture. It helps you go all out and yet stay in control.

Cross-Channel Campaign Management Software has a lot of aspects involved. In this article, we’ll try to cover as many of them as possible. Dive right in!

What Is Cross-Channel Campaign Management Software?

Think of the perfect tool you can use to manage your social media, the best software you use to run your advertising campaigns, the ideal media planning application and your go-to email marketing aid. Now, bring them all together under one umbrella. No, that’s not fiction! That’s exactly what Cross-Channel Campaign Management Software is - a product suite that integrates separate channel-specific or feature-specific applications together.

A Cross-Channel Campaign Management Software connects every possible medium you can use to market and advertise your brand. It could be inbound or outbound, digital or non-digital and even word of mouth – all mediums can be managed through a single platform. Some of the most common marketing functions that are included in the software are web, email, search engines, advertising and even referrals.

In addition, to bring it all together, it also helps you customize your messaging to suit the channel, so you can deliver multiple messages across channels and build high recall value for your brand. Impressive, right? Ever wondered who thought of building such a tool? Let’s peek into history to find out.

History And Evolution Of Cross-Channel Campaign Management Software

Marketing and advertising have been a part of the business world since time immemorial in some form or the other. As computers gained popularity, traditional channels for campaigning were joined by new digital channels. Businesses did not want to let go of the traditionally successful mediums for reaching out to their customers. At the same time, they were keen on exploring new ways to reach them. As a result, by 2010, the concept of multi-channel, cross-channel campaigning started taking root. Brands wanted to connect with the customers at every touchpoint possible to build stronger relations.

Soon enough, cross-channel campaigning strategies became the talk of the town and brands that used them became market differentiators. While people were keen on playing with all channels possible, it became extremely difficult to oversee the execution as it was so spread out. Hence, the demand for an integrating tool to give an overall picture rose.

As a consequence, vendors who were building standalone marketing solutions began integrating their tools and combining them to offer comprehensive Cross-Channel Campaign Management Software such as Oracle CX marketing and Adobe Campaign.

Enough with the history – let's take a look at the working of the software!

How Does Cross-Channel Campaign Management Software Work?

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Similar to any campaign management tool, a Cross-Channel Campaign Management Software allows you to run event-triggered, time-based campaigns with recurring interactions. The only difference is that you can plan these campaigns across multiple channels like social media, email, video advertising, etc.

Through the software, you first choose the channels to run a campaign, then you can add relevant communication, which can be personalized for each channel and user. Later, you can set its timing and sequencing among other customizations.

In the end, the tool tracks the results for each channel and analyses them to give you a combined report. This helps you understand the overall success of the campaign and drive insights for future communication. Pretty cool, right?

Cross-channel campaign management tools are loaded with plenty of features, here are some of the most prominent ones.

Features Of Cross-Channel Campaign Management Software

You will find that every good Cross-Channel Campaign Management Software would have these common features:

Lead Management

Recording, scoring, nurturing and engaging with leads across channels.
Campaign Management

Designing and scheduling end-to-end campaigns.
Event Management

Creating and managing events, their registration and all communication regarding them.
Social Media Marketing

Building and sharing social media campaigns from a single platform.
Email Automation

Triggering time-based and action-based emails for different communication purposes.
Integrations

Integration with other marketing, sales and analytical tools to capture and share campaign data.
Analytics

Monitoring progress on customizable dashboards and generating detailed reports that are both channel-specific and campaign-specific.

Apart from being cool, Cross-Channel Campaign Management Software can be quite amazing for your business. How so? That’s what we have covered next!

Benefits Of Cross-Channel Campaign Management Software

There’s no denying that a Cross-Channel Campaign Management Software would make the life of your marketing team a lot easier. Along with that, there‘s a bunch of benefits that your business gets by using a cross-channel campaigning tool:

Improved Customer Experience And Conversions

Through consistent communication across channels, your customer feels more connected with the brand and are likely to become vocal advocates.

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Cross-selling And Upselling

Since you have the complete integrated view of your campaigns you can easily connect actions between two channels. For example, you can trigger a Facebook Ad campaign as soon as a user clicks on one of your emails.
Metrics And Data

With an overall report, you get to understand the effectiveness of the campaign better, thereby knowing exactly what aspects to improve upon.

Needless to say, Cross-Campaign Management Software becomes the Mjolnir for every marketing Thor to execute their marketing strategies effectively and it is destined to evolve for the better in the near future.

What’s In Store For Cross-Channel Campaign Management Software?

In the next wave of advancement, Cross-Channel Campaign Management Software would deploy AI (Artificial Intelligence) and Machine Learning to unleash its true potential. We can expect greater automation and better predictive analytics to set marketers free of any implementation worries and focus primarily on delivering great campaigns. #ThinkOfThePossibilities

Apart from the AI wave, we can also expect some enhancement in terms of data security when it comes to these tools as they hold customer data that’s invaluable to any business. Cloud technology is likely to play a massive role in securing customer information as businesses will likely move their data to the cloud for faster orchestration. Cross-Channel Campaign Management Software is one of many tools that can enable a business to do better when it comes to reaching out to their customers.

Frequently Asked Questions

What is Cross-Channel Campaign Management Software?

Cross-Channel Campaign Management Software is a comprehensive tool designed to streamline marketing efforts across various channels and platforms. It integrates separate applications specific to different marketing channels or features into one cohesive platform. This software enables businesses to manage inbound and outbound marketing activities across digital and non-digital mediums, including web, email, search engines, advertising, and referrals. It facilitates customization of messaging tailored to each channel, ensuring consistent brand communication and high recall value.

How does Cross-Channel Campaign Management Software work?

Cross-Channel Campaign Management Software allows marketers to plan and execute campaigns across multiple channels, such as social media, email, video advertising, and more. Users can design campaigns with personalized communication for each channel and schedule their timing and sequencing. The software tracks campaign results across channels and provides comprehensive reports, enabling marketers to assess overall campaign success and derive insights for future strategies.

What are the benefits of using Cross-Channel Campaign Management Software?

Implementing Cross-Channel Campaign Management Software offers numerous benefits for businesses. It enhances customer experience and conversions by ensuring consistent communication across channels, fostering stronger connections with the brand. Additionally, the software enables cross-selling and upselling opportunities by providing an integrated view of campaigns and triggering actions between channels. Marketers gain access to comprehensive metrics and data analytics, allowing them to evaluate campaign effectiveness and identify areas for improvement. Overall, Cross-Channel Campaign Management Software empowers marketing teams to execute strategies effectively and evolve with advancements such as AI and machine learning for greater automation and predictive analytics.

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Cross-Channel Campaign Management SoftwareCross-Channel Marketing Tool Multi-channel Marketing Campaign Management Cross-Channel Campaigns Cross Channel Campaign Management Tools

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