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We are pleased to announce a new paper on Collaborative Campaign Management. Here is an excerpt. Click the URL above to download the complete paper.

The importance of “touch points” is key in the discussion of brand value. Every interaction that customers have with a brand can build the brand’s value – be it marketing campaigns, the product itself, internal sales representatives, or channel partners, among many others. Marketing campaigns form a significant part of this “total customer experience,” which in turn affects a brand’s value. A strong campaign initiated by the brand owner can be substantially more effective when the message is relevant to the target audience – whether that audience is categorized by region, demographics, or industry niche. That’s why it’s important, where possible, to involve distributed marketing organizations and channel partners, who are closer to the customers, in the campaign. This approach not only enhances the effectiveness and efficiency of campaigns, but also improves the customer experience and, in turn, the brand’s value.

For campaigns that are run in conjunction with internal and external distributed organizations, a standardized collaborative campaign management process can support brand consistency while involving these stakeholders. With their involvement, brand owners can significantly boost campaign effectiveness by taking advantage of local insights to tailor the campaign to a particular market condition. The key is to standardize processes sufficiently to ensure consistent messages throughout your extended organization, but to allow enough flexibility for the partners on the periphery to add value through localized knowledge.

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