Understand the key concepts of Adobe Campaign that help you effectively plan, execute, and measure cross-channel marketing campaigns.
In this module, you’ll learn to describe key concepts of Campaign that help effectively plan, execute and measure cross-channel marketing campaigns.
You’ll also learn to explain the process of creating a campaign. Adobe Campaign allows marketers to plan and execute their marketing programs. This includes planning of the programs in terms of timing to meet specific business strategy. For example, a marketer can review all the marketing activities for the upcoming quarter or year. Using Campaign Classic, you can design your marketing campaigns to support the marketing programs, build the deliveries, execute the campaign and measure all the results. You can also build in approval cycles, time dependencies and design multiple touch points within your campaigns. Adobe Campaign uses a three tier hierarchy to organize marketing activities. At the highest level, we have the marketing plan, which correlates with the marketing strategy for a business unit during a specific time period. Typically, the plan might be for a specific brand or business unit tied to a fiscal period. You could also have different marketing plans for each of your marketing managers.
The plan lets you track all the marketing activities within Campaign and roll up all the results to the plan.
The marketing program is the next level in the hierarchy and it’s where you set your business objectives that will carry out the marketing strategy plan. For example, you could have an upsell program or a renewal program, an acquisition or a loyalty program. And finally, the Campaign is the tactic used to achieve the business objectives. You can have multiple touch points within a campaign and use multiple channels as well. In Campaign, deliveries allow you to send messages to target profiles that are dynamic and personalized. The delivery channels supported are email, direct mail, mobile and mobile application.
Email is one of the core channels in Adobe Campaign and both promotional and transactional emails are supported.
Direct mail is an offline channel that allows you to generate a file that includes all the targeted profiles and the chosen contact information which you can then send to a direct mail provider who will take care of actually sending the direct mail delivery. For mobile, both SMS and LINE, are supported. For SMS messages, you can create, modify and personalize messages in text format, and you can also preview your messages before sending. With LINE, you can send text, images and links.
Push notifications can be sent through dedicated mobile applications on both iOS and Android mobile devices and you can design rich notifications with images and videos. Campaigns are executed using workflows, which allow you to implement advanced segmentation of the target and design multiple touch points within the campaign. The execution of the Campaign workflows can be either manually triggered or scheduled.
Workflows make it possible to automate tasks. For example, in a workflow you can automate the sending of deliveries or automate the import and export of data files. You can also send notifications to Campaign operators to alert them about various events that have occurred such as a workflow failure or when an approval is required. This image is a simple example of a cross-channel campaign. In the first activity, we perform the segmentation to select the profiles we want to target. There is a first touch point, a promotional offer email. And then we wait to see if any profiles reacted to the email.
Then we send out a second touch point, a direct mail delivery, only to those that reacted to the first touch point by either opening the email or by clicking on a link inside the email. The profiles that didn’t respond to the email offer at all will not be further contacted. You may have many different marketing activities that you need to organize and your business needs are really what will determine how you organize your plans and programs in Adobe Campaign. When planning out your marketing activities, you start by creating a marketing plan. The plan usually corresponds to a fiscal period, a brand or a business unit, and you can build multiple levels of plans.
You then create the marketing programs within the plans. Each program should have a specific business objective, like acquisition, cross-sell, loyalty or retention. You can create multiple levels of programs as well. And finally, you create your campaigns within the programs. The Campaigns are the tactics used to achieve the overall program objectives. You must have a plan and a program in place before you can create a campaign. The structure you build for your plans and programs really depends on what makes sense for your business. In terms of organizing your marketing plans in Adobe Campaign, it’s a similar concept to creating folders on your computer. You may want to organize your marketing information using two levels of plans. In this example, we’ve created a plan for the corporate office and within that plan, we created plans for each quarter.
Another example is to create a plan for the business region. In this example, North America, and then create a plan for each country, USA and Canada. Creating programs is essentially the same as creating the plans except that you need to create your programs either within an existing plan or within another program. You can organize programs by brands and the type of marketing programs like loyalty and acquisition. If we continue the example of creating plans for the business regions, within each country, we can then create programs for the rewards, promotions and events. Within the promotions program, we can create programs for holiday events like Halloween. Now that you’ve completed this module, you should be able to describe the key concepts of Campaign that help effectively plan, execute and measure cross-channel marketing campaigns. You should also be able to explain the process of creating a campaign. -