Adobe Campaign offers a Distributed Marketing application for implementing cooperative campaigns between central entities (headquarters, marketing departments, etc.) and local entities (sales points, regional agencies, etc.). This cooperation is based on a shared workspace known as the list of campaign packages, where centrally created campaign templates and instances are offered to local entities.
The central entity provides campaigns that local entities may use. Campaigns are materialized by packages representing either local or collaborative campaigns. To use a campaign, the local entity must order it and the order must be approved.
The Distributed Marketing module is a Campaign option. Please check your license agreement.
Central entities are made up of marketing operators in charge of specifying communications and assisting local entities in executing their marketing campaign.
The distributed marketing module allows the central entity to:
Local entities can be agencies, stores or groups of specific local operators (country or regional managers, brand managers, etc.).
Distributed Marketing allows local entities to have more autonomy while optimizing execution costs.
Localization is the capacity for a local entity to modify the target and content of a campaign. The possible level of localization depends on the type of campaign and its implementation.
List of campaign packages
The list of campaign packages contains the campaigns available to local entities.
Template (or campaign instance) created by a central entity and made available to a set of local entities.
A local campaign is an instance created from a template referenced in the list of campaign packages with a specific execution schedule. Its aim is to meet a local communication need using a campaign template that was set up and configured by the central entity.
The local entity’s degree of autonomy depends on the implementation used.
Refer to Creating a local campaign.
A collaborative campaign is a campaign whose execution schedule is defined by the central entity, which the local entity may use. The content remains the same for each local entity but costs are shared. To take part, local entities subscribe to the collaborative campaign.
Refer to Creating a collaborative campaign.
Ordering campaign packages
If a local entity registers for a campaign this is made into an order which regroups all information relative to the campaign localization.
The list of campaign packages can be accessed from the Campaigns tab: click the Campaign packages link.
This window allows all local operators to view the campaigns available for their local agency.
In the case of central agencies, this window displays all packages available in the list of campaign packages and offers additional links for editing the list.
Start by specifying the central and local entity operators via the Access management folder.
You need to create central and local operators.
Central operators must belong to the Central management operator group or have the CENTRAL named right.
Local operators must belong to the Local management operator group or have the LOCAL named right. They must also be linked to their local entity.
To create an organizational entity, click the Administration > Access management > Organizational entities node and click the New icon above the list of entities.
Each organizational entity contains identification information (label, internal name, contact information, etc.) and groups involved in the order approval process. These are defined in the Notifications and approvals section found in the General tab.
The approval process is presented in the Approval process section.
Distributed Marketing campaigns are created and published by the central entity. They may be used by both local and central entities as needed.
The implementation procedure depends on the type of campaign package used and the local entity delegation levels.
Create local entities.
Link recipients with the operators that manage local entities.
Specify rights and browsing rules for local entities
Specify the set of fields necessary for campaign localization:
Create a web form (Adobe or extranet) that allows you to display localization parameters, evaluate the target and budget, as well as preview the content and approve the order.
For collaborative campaigns (by target approval), create the table where the approvals for each local entity will be saved.
These steps must be carried out when creating each campaign.
These steps must be carried out for each campaign.