By M. Isi Eromosele

After developing an integrated, interactive, multi-channel communications plan that is optimized overall and within each marketing campaign component, the management platform may now be utilized to start the campaign.

A High Performance Marketing Campaign implementation will empower a company to plan, perform and track responses from various applications of the campaign running concurrently across each marketing channel.

Thus, the company would be able to track customer responses to the multiple campaigns by channel. The setup will enable the company to evaluate the performance of each component of the campaign in real time.

A well executed implementation would enable the company to see the campaign results in HTML, graphical and tabular formats. There should be an option which would let the company post campaign results to the company Intranet where it can be seen by pertinent staff members.

Lastly, the High Performance Marketing Campaign should be able to save information about the workings of the campaign. Information that can be reused in future marketing campaigns.

Within the context of the multi-channel touch points, a customized High Performance Marketing Campaign would enable the company to segment current customers as well as target new ones in the millions. The company can then be able to plan and implement multiple marketing campaigns across several communication channels to different customer segments.

As the implementation progresses, the following are issues that need to be evaluated in terms of applications:

• Functionality - Applications utilized must be able to perform at the highest level. Capabilities should include support for operating in multi-channels, multi wave campaigns, longitudinal and trigger-based campaigns, evaluating customers prior to selection and other enabling facets of efficient High Performance Marketing Campaign management
• Flexible Integration - Applications utilized must be able to work with other applications and tools such as database systems and business intelligence and reporting tools. It is imperative that there be flexible metadata support. Additionally, these applications must offer support for integration with legacy back office systems as well as Customer Relationship tools.
• Segmentation Capabilities: Applications must be able to perform granular definition of market segments information that contain multiple tables from divergent data sets
• Graphical User Interface - Utilize an appropriate Graphical User Interface (GUI) that gives a clear graphical portrayal of the marketing campaign reason. It should offer support for viewing multiple campaigns simultaneously which would help the company assess the collective impact of the marketing plan.
• Reusability - Applications that offer support for reusing successful marketing campaigns, or pieces of it. Optionally, campaign templates may be built and stored to speed the design of future campaigns

A well implemented High Performance Marketing strategy should provide exact targeting of promotional offers, a key requirement on a high performance marketing execution.

Other features that need to be considered include integrated behavioral modeling, business rule driven offer selections, integrated offer ranking, enabling prioritization of competing offers by value and support for advanced e-mail personalization.

All of these capabilities will facilitate a company’s ability to implement influential one-on-one marketing campaigns that could result in increased market share and higher revenues.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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