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

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Unica - Campaign Management and Interactive Marketing Whitepapers

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

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Published in the Journal of Direct, Data and Digital Marketing Practice, this paper explains how marketers must redefine their approach to reflect radical shifts in channels and customer behavior ? including an accelerating shift toward addressability, growing convergence between online and direct channels, and increasing customer power to shape marketing dialogues and buying experiences. This paper addresses how marketers must engage customers and prospects in a personal, cross-channel conversation that builds upon that individual?s past and current behavior. It also explains how marketers must listen to all information provided, analyze 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 organizational structure that will be required to achieve these goals.