Marketing Campaign Management: The Next Phase in the Variable Data Continuum

(Complete article available)Special Report by Barb Pellow for WhatTheyThink.com October 11, 2006:

Complexity in the variable data continuum is changing. Historically, there have been a range of solutions, from simple mail merge to complex transaction document solutions. Market research firm InfoTrends, in its 2005 Variable Data Design and Production Report, identified options including:

* Mail merge: Incorporating simple name and address information to produce unique pieces for each recipient.
* Simple One-to-One: Incorporating some targeted images and text along with personalized information to produce a unique composition that is customized to a unique recipient.
* Complex One-to-One: Incorporating completely unique text images graphics, templates, content and designs based on specific detailed profile information about each recipient.
* Transaction: Incorporating personalized and customized content with intricate financial and account data that is automatically composed to produce “data-driven� documents. This data is frequently mainframe-based and document creation may encompass complex logic.

But now there is a new game in town, and it is not for the faint of heart. It is the emerging world of integrated automated marketing campaign management. In reviewing the show floor at Graph Expo, there is clearly a lot of attention being paid to multi-channel communications options and alternatives. There are both existing variable data software solution providers and new players that are “getting in the game� and starting to redefine the rules for marketing solutions…solutions that will drive both print and electronic communications and yet again change business models for graphic communications service providers."

So what exactly is integrated automated campaign management and why is it important?

In a difficult economy, the marketing budget in corporate America typically falls victim to intense scrutiny. For the Chief Marketing Officer (CMO), the job today is far greater than brand communications. It is about marketing accountability. Marketing groups must now fill the pipeline with predisposed prospects, optimize customer value, and be accountable for demand generation through market differentiation and integrated multi-channel campaign management. This requires new competency in business analytics, database management, digital marketing, field sales, channel operations and marketing results analysis.

Online marketing in particular is gaining increased attention as CMOs are being asked for a greater degree of accountability. In that quest for greater accountability, multi-channel campaigns that blend print and Web capability are gaining increased attention and more budget allocation. According to the CMO Web-Smart Survey by Webtrends, “Over 56 percent of marketing executives said that the Web was either the hub of their marketing organization’s strategy, or it would become the hub in the next year.� The survey went on to say that marketing executives and their organizations are not very savvy when it comes to their collective knowledge of online marketing trends, strategies and technologies.

Full article is available on www.whattheythink.com

Barbara A. Pellow, Principal, Pellow and Partners.
Barb can be reached via email at barb@pellowandpartners.com and by telephone at 585 554 4144.