Comments on: What Will Campaign Management Be Like In 2020? http://nxteramarketing.com/2008/12/30/what-will-campaign-management-be-like-in-2020/ Elana Anderson's musings, ideas, and -- sometimes -- random thoughts about data-driven marketing. Thu, 10 Sep 2009 21:52:15 +0000 http://wordpress.com/ hourly 1 By: Top 20 Integrated Marketing Management Platforms 1 of 3: Marketers’ Needs + Technology Landscape « Propelling Brands http://nxteramarketing.com/2008/12/30/what-will-campaign-management-be-like-in-2020/#comment-472 Top 20 Integrated Marketing Management Platforms 1 of 3: Marketers’ Needs + Technology Landscape « Propelling Brands Fri, 27 Feb 2009 19:13:00 +0000 http://nxteramarketing.wordpress.com/?p=111#comment-472 [...] the maturity of the marketing organization and its processes.  IT can be another key barrier,” commented Elana Anderson on her NxtERA Marketing Blog in December.  Meanwhile, too many technology vendors don’t speak the language of marketing and/or [...] [...] the maturity of the marketing organization and its processes.  IT can be another key barrier,” commented Elana Anderson on her NxtERA Marketing Blog in December.  Meanwhile, too many technology vendors don’t speak the language of marketing and/or [...]

]]> By: Software as a Service as the Next Wave of Marketing Automation « The Gilbert Direct Marketing Blog http://nxteramarketing.com/2008/12/30/what-will-campaign-management-be-like-in-2020/#comment-466 Software as a Service as the Next Wave of Marketing Automation « The Gilbert Direct Marketing Blog Sun, 22 Feb 2009 18:36:41 +0000 http://nxteramarketing.wordpress.com/?p=111#comment-466 [...] industry analyst for Forrester, now Vice President of Product Marketing for Unica) agrees, on her blog she wrote, “Over the next five years the lion’s share of marketing technology innovation will [...] [...] industry analyst for Forrester, now Vice President of Product Marketing for Unica) agrees, on her blog she wrote, “Over the next five years the lion’s share of marketing technology innovation will [...]

]]> By: Ron Shevlin http://nxteramarketing.com/2008/12/30/what-will-campaign-management-be-like-in-2020/#comment-440 Ron Shevlin Wed, 28 Jan 2009 01:27:51 +0000 http://nxteramarketing.wordpress.com/?p=111#comment-440 Sorry to be late to the party, but I find it interesting that you would put "response attribution" under the heading of campaign management. I couldn't agree with you more that response attribution (not to mention other performance measurement approaches) is a top priority. But response attribution -- although it feeds and is fed by campaign management --is a separate process. Sorry to be late to the party, but I find it interesting that you would put “response attribution” under the heading of campaign management. I couldn’t agree with you more that response attribution (not to mention other performance measurement approaches) is a top priority. But response attribution — although it feeds and is fed by campaign management –is a separate process.

]]> By: A Single View of the Member « Patient Centric Healthcare http://nxteramarketing.com/2008/12/30/what-will-campaign-management-be-like-in-2020/#comment-417 A Single View of the Member « Patient Centric Healthcare Wed, 07 Jan 2009 23:33:29 +0000 http://nxteramarketing.wordpress.com/?p=111#comment-417 [...] are so many variables that it can be overwhelming.  That’s why I found the discussion around Campaign Management 2020 by Elana Anderson and then commentary by James Taylor interesting. “we can dream of technology that supports [...] [...] are so many variables that it can be overwhelming.  That’s why I found the discussion around Campaign Management 2020 by Elana Anderson and then commentary by James Taylor interesting. “we can dream of technology that supports [...]

]]> By: Decision Management and Campaign Management In 2020 » JT on EDM http://nxteramarketing.com/2008/12/30/what-will-campaign-management-be-like-in-2020/#comment-415 Decision Management and Campaign Management In 2020 » JT on EDM Mon, 05 Jan 2009 23:21:12 +0000 http://nxteramarketing.wordpress.com/?p=111#comment-415 [...] post by Elana Anderson - What Will Campaign Management Be Like In 2020? « NxtERA Marketing Blog. I have long believed that improved campaign management, like improved customer experience and [...] [...] post by Elana Anderson – What Will Campaign Management Be Like In 2020? « NxtERA Marketing Blog. I have long believed that improved campaign management, like improved customer experience and [...]

]]> By: Richard Owen http://nxteramarketing.com/2008/12/30/what-will-campaign-management-be-like-in-2020/#comment-414 Richard Owen Mon, 05 Jan 2009 20:11:25 +0000 http://nxteramarketing.wordpress.com/?p=111#comment-414 I really liked this posting and generally agree with it. Campaign Management sounds like it's all about the marketer doing a brilliant campaign that produces a desired customer response. That's fine, but it does not reflect the increasing power and savviness of the customer. As we move into the future, there will be a shift towards an ongoing interactive relationship between marketer and customer and two-way information exchange between the two. The interaction will be conducted across multiple inbound and outbound channels as you say. In the short term, I differentiate between prospect marketing and contact marketing. In the first case, there is not really a relationship to manage except at the branding level. E.g. with search and banner ads. In the second case, the marketer communicates only with customer permission so the stakes are high. The marketer is also expected to make all commications relevant in the context of all prior communications. Ultimately, these two forms of campaign management will unite, but circumstantially it is likely to take longer. I really liked this posting and generally agree with it. Campaign Management sounds like it’s all about the marketer doing a brilliant campaign that produces a desired customer response. That’s fine, but it does not reflect the increasing power and savviness of the customer. As we move into the future, there will be a shift towards an ongoing interactive relationship between marketer and customer and two-way information exchange between the two. The interaction will be conducted across multiple inbound and outbound channels as you say. In the short term, I differentiate between prospect marketing and contact marketing. In the first case, there is not really a relationship to manage except at the branding level. E.g. with search and banner ads. In the second case, the marketer communicates only with customer permission so the stakes are high. The marketer is also expected to make all commications relevant in the context of all prior communications. Ultimately, these two forms of campaign management will unite, but circumstantially it is likely to take longer.

]]> By: Dave Raffaele http://nxteramarketing.com/2008/12/30/what-will-campaign-management-be-like-in-2020/#comment-403 Dave Raffaele Fri, 02 Jan 2009 15:39:41 +0000 http://nxteramarketing.wordpress.com/?p=111#comment-403 Glad you mentioned response attribution. It is the key to taking things like Twitter and Facebook and making them part of the overall campaign management mix. Without being able to track lift and ROI on these "channels" it is difficult to convince your boss that Social Media is something to start thinking about. Great post. I ask the same question of people everyday. Glad you mentioned response attribution. It is the key to taking things like Twitter and Facebook and making them part of the overall campaign management mix. Without being able to track lift and ROI on these “channels” it is difficult to convince your boss that Social Media is something to start thinking about.

Great post. I ask the same question of people everyday.

]]> By: Elana Anderson http://nxteramarketing.com/2008/12/30/what-will-campaign-management-be-like-in-2020/#comment-401 Elana Anderson Wed, 31 Dec 2008 15:37:47 +0000 http://nxteramarketing.wordpress.com/?p=111#comment-401 Definitely worked with an awesome systems analyst on that project! I think his name was Kyle or something;-) Eleven years IS a long time. Hope you are doing well! Still on the left coast or back in Boston? Definitely worked with an awesome systems analyst on that project! I think his name was Kyle or something;-) Eleven years IS a long time. Hope you are doing well! Still on the left coast or back in Boston?

]]> By: Kyle Sullivan http://nxteramarketing.com/2008/12/30/what-will-campaign-management-be-like-in-2020/#comment-399 Kyle Sullivan Wed, 31 Dec 2008 00:22:26 +0000 http://nxteramarketing.wordpress.com/?p=111#comment-399 I heard your analyst on the Eddie Bauer project was really good! I heard your analyst on the Eddie Bauer project was really good!

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