Campaigns come standard with the Interactive Marketing Hub and are a key feature of our October release. Integrated throughout the Hub's tools (Calendar, Pulse) and new and existing Channel Apps (ExactTarget Email, CoTweet, MobileConnect and SocialPages), Campaigns make it easier for marketers to create, deliver and measure cross-channel campaigns
Here are four quick steps to get started with Campaigns in the Interactive Marketing Hub:
1) Plan
Map our your marketing calendar in the IMH Calendar by adding the important marketing events for the year that drive the marketing activities in your organization such as new product launches, conferences, trade shows, etc. (the "Events" feature was released with IMH Beta 2, see my blog post for more information). Next create one or two campaigns that you will use to manage these marketing activities. Each campaign in the IMH is assigned a color that is very visible throughout the IMH, and several of our Beta customers reported that they used this color assignment strategically to represent the campaign type (e.g. Lead Generation, Customer Retention, etc.) to the rest of the team.
2) Organize
Once you have created some campaigns, then create the content and assign it to your new campaigns. The Campaign tool provides a "Storyboard" tab (see the screen shot below from our Connections 2011 demo) which shows all the Campaign content in one place: Messages, Channels, Audiences, Automations, and Events.
You can add exiting messages to the Campaign from the Storyboard, or from within ExactTarget Email (and other Channel and Hub Apps) by associating a message to a campaign.
3) Analyze
You can view your campaigns and marketing messages on the IMH Calendar, and many of our customers have reported that simply looking at their campaigns in a monthly view have helped them spot gaps or other frequency related issues with their campaigns. Measuring results is the key to campaign management, and the Campaigns tool will be offering a new Analytics section to allow marketers to analyze summary and individual tracking results from the messages in their campaigns. This interactive feature, built on top of the reporting technology of our newly announced technology partner Pentaho (see announcement here) lets marketers look across date ranges, messages, and metrics to identify trends and measure success.
4) Add Channels
Once you are comfortable using the Campaigns tool it’s time to add some Channels to the mix. CoTweet is already an IMH Channel App, and you can assign scheduled Facebook and Twitter posts to campaigns along with the email messaging you are already managing. All new IMH Channel Apps, such as the recently announced MobileConnect and SocialPages, are also fully integrated with Campaigns.
This cross channel integration has been the focus of the Interactive Marketing Hub since the beginning, and with the launch of the Hub we are looking forward to helping all of our customers become even more effective at planning, executing and measuring cross channel interactive marketing campaigns.
Do you have questions about or ideas for the Hub? Please go to 3sixty and let us and others know.
If you aren’t doing so already, make sure to follow us @exacttarget or the conversation on Twitter about the Interactive Marketing Hub using hashtag #ethub.
Eric Hannon is part of the Interactive Marketing Hub Team.
Here are four quick steps to get started with Campaigns in the Interactive Marketing Hub:
1) Plan
Map our your marketing calendar in the IMH Calendar by adding the important marketing events for the year that drive the marketing activities in your organization such as new product launches, conferences, trade shows, etc. (the "Events" feature was released with IMH Beta 2, see my blog post for more information). Next create one or two campaigns that you will use to manage these marketing activities. Each campaign in the IMH is assigned a color that is very visible throughout the IMH, and several of our Beta customers reported that they used this color assignment strategically to represent the campaign type (e.g. Lead Generation, Customer Retention, etc.) to the rest of the team.
2) Organize
Once you have created some campaigns, then create the content and assign it to your new campaigns. The Campaign tool provides a "Storyboard" tab (see the screen shot below from our Connections 2011 demo) which shows all the Campaign content in one place: Messages, Channels, Audiences, Automations, and Events.
You can add exiting messages to the Campaign from the Storyboard, or from within ExactTarget Email (and other Channel and Hub Apps) by associating a message to a campaign.
3) Analyze
You can view your campaigns and marketing messages on the IMH Calendar, and many of our customers have reported that simply looking at their campaigns in a monthly view have helped them spot gaps or other frequency related issues with their campaigns. Measuring results is the key to campaign management, and the Campaigns tool will be offering a new Analytics section to allow marketers to analyze summary and individual tracking results from the messages in their campaigns. This interactive feature, built on top of the reporting technology of our newly announced technology partner Pentaho (see announcement here) lets marketers look across date ranges, messages, and metrics to identify trends and measure success.
4) Add Channels
Once you are comfortable using the Campaigns tool it’s time to add some Channels to the mix. CoTweet is already an IMH Channel App, and you can assign scheduled Facebook and Twitter posts to campaigns along with the email messaging you are already managing. All new IMH Channel Apps, such as the recently announced MobileConnect and SocialPages, are also fully integrated with Campaigns.
This cross channel integration has been the focus of the Interactive Marketing Hub since the beginning, and with the launch of the Hub we are looking forward to helping all of our customers become even more effective at planning, executing and measuring cross channel interactive marketing campaigns.
Do you have questions about or ideas for the Hub? Please go to 3sixty and let us and others know.
If you aren’t doing so already, make sure to follow us @exacttarget or the conversation on Twitter about the Interactive Marketing Hub using hashtag #ethub.
Eric Hannon is part of the Interactive Marketing Hub Team.
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