Campaign management is a form of marketing and a central part of customer relationship management. The aim is to provide each customer with the appropriate information offer with the right communication style and via the right communication channel at the right time. In the campaign process, the customer's need is essential.
This 'campaign process' can be divided into three phases:
- Planning: When planning the campaign process, all previous contact points (e.g. sales, service or eCommerce) with customers (customer touch points) are collected.
- Analysis: Special CRM software and analysis systems can be used to analyse the customer touch points and derive the information needed to manage the campaign.
- Control: In control, concrete advertising measures are initiated (e.g. direct mailings, e-mail/telemarketing, e-mail/letter campaigns).
Campaign management comes up in this blog.
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