Understand the key concepts of Adobe Campaign that help effectively plan, execute, and measure cross-channel marketing campaigns.
Welcome to Adobe Campaign. In this video, you’ll learn how to describe the 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 an upcoming quarter or year. Using Campaign, we can design your marketing campaigns to support the marketing programs, build the deliveries, execute the campaigns, and measure all the results. We can also build in approval cycles, time dependencies, and design multiple touch points within our 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. We can also have different marketing plans for each of our marketing managers. The plan lets us track all the marketing activities within Campaign and roll up all the results to one plan. The marketing plan is the next level in the hierarchy, and it’s where we set our business objectives that will carry out the marketing strategy plan. For example, we could have an upsell program, renewal program, acquisition program, or a loyalty program. The Campaign is the tactic used to achieve the business objectives. We can have multiple touch points within a campaign and use multiple channels as well. In Campaign, deliveries allow us to send messages to target profiles that are more dynamic and personalized. The delivery channels support our email, direct mail, mobile, and mobile application. Direct mail is one of the core channels in Adobe Campaign. Both promotional and transactional emails are supported. Direct mail is an offline channel that allows us to generate a file that includes all the target profiles as well as the chosen contact information. We can then send this information 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, we can create, modify, and personalize messages in text format. We can also preview our messages before sending. With LINE, we can send text, images, and links. Push notifications can be sent through dedicated mobile applications on both iOS and Android mobile devices and allows for notifications with images and videos. Campaigns are executed using workflows, which allows us to implement advanced segmentation of the target and design multiple touch points within the campaign. The execution of the campaign workflow can either be manually triggered or scheduled. Workflows make it possible to automate tasks. For example, in a workflow, we can automate the sending of deliveries or automate the import and export of data files. We 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 workflow image is a simple example of a cross-channel campaign. In the first activity, we perform segmentation to select the profile we want to target. This is a first touch point and promotional offer email. Once the offer is sent, we wait to see if any profiles reacted to the email. Then, we send out the second touch point, a direct mail delivery, only to those that reacted to the first touch point by either opening the email or by selecting a link inside the email. The profiles that didn’t respond to the email offer at all will not be contacted. As marketers, we are likely to have many different marketing activities that need to be organized and the business needs are what will determine how we organize plans and programs in Adobe Campaign. When planning out marketing activities, start by creating a marketing plan. The plan usually corresponds to a fiscal period, a brand, or a business unit, and we can build multiple levels of a plan. We then create the marketing program within the plans. Each program should have a specific business objective, like acquisition, cross-sell, loyalty, or retention. We can create multiple levels of programs as well. And finally, we create our own campaigns within the programs. The campaigns are the tactics used to achieve the overall program objectives. We must have a plan and a program in place before we can create a campaign. The structure we build for our plans and programs really depends on what makes sense for our business. In terms of organizing our marketing plans in Adobe Campaign, it’s a similar concept to creating folders on your computer. We may want to organize our 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 a business region. In this example, North America, and then create a plan for each country, USA and Canada. Marketing programs is essentially the same as creating the plans except that we need to create our programs either within an existing plan or within another program. You can organize programs by brands and the type of marketing programs such as 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. You should now be able to describe the key concepts of Campaign that help effectively plan, execute, and measure cross-channel marketing campaigns and explain the process of creating a campaign. Thanks for watching.