Next-generation campaign management: How campaign management will evolve to enable interactive marketing

Abstract

This paper explains how marketers must redefine their approach to reflect radical shifts in channels and customer behaviour including an accelerating shift toward addressability, growing convergence between online and direct channels, and increasing customer power to shape marketing dialogues and buying experiences. The author discusses how marketers must engage customers and prospects in a personal, cross-channel conversation that builds upon that individual's past and current behaviour. She also explains how marketers must listen to all information provided, analyse it and respond sometimes in real-time in ways that are compelling, timely and relevant. Finally, the author discusses the fundamentally new marketing tools, stronger integration and revamped organisational structure that will be required to achieve these goals. © 2009 Palgrave Macmillan.