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Difference Between Marketing Automation and Campaign Management

While maintaining a stable relationship with consumers is key for the success of any business, it can be difficult to manage sales processes, multiple marketing channels and customer relationships. To effectively manage this, various tools have been put in place. For instance, software such as Customer Relationship Management (CRM), Marketing automation and campaign management are just some of the few tools that promise analytical functions and personalization in businesses. Torn between marketing automation and campaign management? This article will give the A-Z of these two processes. 

Marketing Automation

This is the utilization of technology to streamline marketing efforts in an entity and make them more effective in achieving the desired results. Marketing automation uses a single automation platform such as social media marketing, managing ads, email marketing and mobile messaging, just to name a few. Efficient marketing automation adds to the efficacy of the sales funnel hence turning leads into satisfied customers. 

Among strategies that marketers can deploy in marketing automation include:

  • Leveraging cookies- This is the use of cookies on a website to track the activity of their visitors. By doing so, marketers can carry out more profile data-based actions and build scores for their prospective customers. 
  • Using outbound and inbound strategies- This increases the chances of properly scoring leads. It also helps marketers identify the leads hence undertake different approaches for each. 
  • Specifying criteria- This is the process of identifying outcomes for tasks and processes which then gets interpreted and executed. 

To build quality leads that will translate to sales, these marketing automation components are critical.

  • Analytics engine- This is used to measure, test and optimize the ROI 
  • Central marketing database- This is a database where prospects’ information is stored and analyzed. It enhances the easy targeting of potential consumers. 
  • Engagement marketing engine- This allows marketers to carry out marketing processes both online and offline. 

By using marketing automation tools, a business will benefit through:

  • Improved productivity- Marketing automation improves productivity by simplifying and automating processes. 
  • Having tangible & measurable results- Businesses can measure the success or failure of the marketing methods used. 
  • Increase in revenue- Successful marketing automation tools and processes lead to an increase in revenue. 
  • Time-saving- Marketing automation saves time on tasks that would otherwise take days or even weeks to complete. 
  • To measure the success of marketing automation, businesses can use bounce rates, email open rates, deliverability rates and email click-through rates. 

Campaign Management

This is the process of planning, tracking, executing and analyzing marketing initiatives. Most businesses centre campaign management around an event or the launch of a new product. Campaign management may be used to get buyers to understand a product or service better through channels such as social media, emails, print materials, surveys and even giveaways. They not only raise market awareness but also get an audience to interact with a brand. 

If using a campaign management software, it is paramount to make sure that the software is:

  • Easy to adopt
  • Enables the automation of multichannel marketing methods
  • It has easy-to-use analytics
  • Is inclusive of lead management
  • Has content marketing functionalities

A campaign manager may opt to use one marketing tool or use several marketing tools at the same time. Among the most important tools include print, videos, blog posts, email, telemarketing, paid ads and interactive ads just to name a few. The success or failure of the campaign will depend on how consumers interact with the tools used. 

Here are some of the benefits a brand may get by choosing to adopt campaign management.

  • Increased brand awareness
  • Increased sales hence revenue
  • Attracting and retaining new leads
  • A successful introduction of a new product or service
  • Introducing or strengthening a brand image
  • Managing a product’s or brand’s negative publicity

Similarities between Marketing automation and Campaign management

  • Both aim at simplifying marketing procedures hence increasing leads

Differences between Marketing automation and Campaign management

Definition

Marketing automation refers to the utilization of technology to streamline marketing efforts in an entity and make them more effective in achieving the desired results. On the other hand, campaign management refers to the process of planning, tracking, executing and analyzing marketing initiatives.

Focus

While marketing automation aims at generating leads, campaign management aims at raising market awareness and getting an audience to interact with a brand.

Users

Marketing automation tools are used by marketers. On the other hand, campaign management tools are used by campaign managers. 

Marketing automation vs. Campaign management: Comparison Table

Summary of Marketing automation and Campaign management

Marketing automation refers to the utilization of technology to streamline marketing efforts in an entity and make them more effective in achieving the desired results. On the other hand, campaign management refers to the process of planning, tracking, executing and analyzing marketing initiatives. While the needs of businesses differ, incorporating marketing automation and campaign management into a business’ marketing strategy will go along way in getting leads, managing a brand’s image and streamlining marketing efforts. 


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    References :


    [0]Jeff LeSueur. Marketing Automation: Practical Steps to More Effective Direct Marketing. John Wiley & Sons, 2007.https://books.google.co.ke/books?id=Qjq8DwAAQBAJ&pg=PA322&dq=Difference+between+marketing+automation+and+campaign+management&hl=en&sa=X&ved=2ahUKEwiSk7GT94vuAhVKAWMBHZaPBJgQ6AEwAHoECAMQAg#v=onepage&q=Difference%20between%20marketing%20automation%20and%20campaign%20management&f=false

    [1]Management Association, Information Resources. Advertising and Branding: Concepts, Methodologies, Tools, and Applications: Concepts, Methodologies, Tools, and Applications. IGI Global, 2017.https://books.google.co.ke/books?id=wJbgDQAAQBAJ&pg=PA384&dq=Difference+between+marketing+automation+and+campaign+management&hl=en&sa=X&ved=2ahUKEwiSk7GT94vuAhVKAWMBHZaPBJgQ6AEwAXoECAkQAg#v=onepage&q=Difference%20between%20marketing%20automation%20and%20campaign%20management&f=false

    [2]A Mohammad & Gupta. Handbook of Research on Enterprise Systems. IGI Global, 2009.https://books.google.co.ke/books?id=4rZf-Jt93ioC&pg=PA137&dq=Difference+between+marketing+automation+and+campaign+management&hl=en&sa=X&ved=2ahUKEwiSk7GT94vuAhVKAWMBHZaPBJgQ6AEwA3oECAUQAg#v=onepage&q=Difference%20between%20marketing%20automation%20and%20campaign%20management&f=false

    [3]Image credit: https://web-static.wrike.com/blog/content/uploads/2017/04/PREVIEW-marketing-campaign-managemnt-820x480.jpg?av=56cda0874757c4704e42fe705e8d53fe

    [4]Image credit: https://commons.wikimedia.org/wiki/File:Bildschirmfoto_2019-01-03_um_11.25.30.png

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