Get the most out of your Marketing Activities with Campaign Management Systems

Get the most out of your Marketing Activities with Campaign Management Systems
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by Sanjeev Kapoor 31 Jul 2017

Marketing is one of the most essential business functions, which according to various research reports absorbs over 10% of the corporate budget. Likewise, the productivity of marketing operations is an extremely important element of corporate results, as it is a means for attracting customers, generating sales leads and ultimately selling the company’s products and services. In this context, campaign management is one of the most important marketing tools as it provides a way for planning, executing and evaluating marketing programs for specific audiences. Towards designing and implementing proper programs, campaign management interfaces with public relations and sales professionals within an organization helping them to reach out to potential clients in the most effective way.

IT have evolved enough to be able to provide a host of tools for supporting marketing operations- notably tools that fall under the CRM (Customer Relationship Management) umbrella. In order to manage their marketing campaigns, organizations are increasing leveraging campaign management systems (CMS) i.e. software solutions that are exclusively designed to support the elements of marketing campaigns. CMS systems have been recently evolving in-line with the main trends that shape campaign management, some of which are directly linked to IT and the internet.


Campaign Management: Driving Trends

The following marketing and commerce trends are driving the development of CMS systems:


CMS Tool Case Study: Adobe Campaign

Motivated by the above-listed trends enterprises are turning to modern, cloud based tools, which enable them to personalize, deliver and track campaigns across online and offline channels including social media. Adobe Campaign is one of the most popular of these tools, which enables management and performance tracking for multi-channel and cross-channel campaigns from a single entry point. It is tied to Adobe’s wider cloud-based ecosystem, which is conveniently called Adobe Marketing Cloud (AMC).  However, it is also possible to deploy and use Adobe Campaign as a stand-alone solution, depending on your budget constraints and the level at which you would like to rely on cloud services. Overall, Adobe Campaign provides a host of marketing automation features, which increase the productivity of the various campaigns and reduce time to market.

Some of the tool’s main functionalities and supported use cases include:


Pros and Cons

Adobe Campaign is a powerful tool that can essentially improve the productivity of your campaigns. It is appropriate for both large enterprises and SMBs (Small Medium Businesses) even through SMBs might find the cloud-based version pricey. One of the main merits of the tool is that it can be accessed through mobile devices, which is highly appreciated by marketing agents. Other advantages lie in its ability to automate marketing processes while handling multiple channels (i.e. e-mail, SMS, social media) and changes in real-time. Using such a tool, one can not only design campaigns with higher Return on Investment (ROI) but can also track and evaluate this ROI. However, there is always room for improvement, especially in user experience and overall performance (e.g., when accessible and loading multi-channel data).


The ultimate value of Adobe Campaign and other similar CMS tools is maximized not based on their functionalities per se, but rather based on the way these functionalities are blended with the organizations’ marketing processes. The CMO and the marketing department are usually the main sources of an enterprise’s marketing intelligence. CMS systems are simply the tools that facilitate injection of this intelligence in the organization’s marketing campaigns.

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