Aberdeen Group: Cross-Channel Campaign Management

Cross-Channel Campaign Management
Next Generation Multichannel Marketing
October 2008
Ian MichielsCross-Channel Campaign Management: Next Generation Multichannel Marketing Page 2
Executive Summary
This report identifies how top performing organizations leverage and Research Benchmark execute multichannel marketing campaigns. The findings demonstrate how Aberdeen's Research Best-in-Class organizations are leveraging a collaborative cross-channel Benchmarks provide an in- approach to extract maximum value from marketing efforts. depth, comprehensive look into process, procedure, methodologies, and Best-in-Class Performance technologies with best practice Aberdeen used four key performance criteria to distinguish Best-in-Class identification and actionable companies. The Best-in-Class demonstrated the following performance: recommendations · 30% year over year increase in annual revenue · 14% year over year increase in Return on Marketing Investment (ROMI) · 23% mean performance on current response rates · 22% year over year increase in customer profitability
Competitive Maturity Assessment Survey results show that the firms enjoying Best-in-Class performance shared several common characteristics:
· 56% use campaign performance to optimize future campaigns · 52% optimize multichannel campaigns by eliciting input from all members of the marketing value chain (agency, partners, etc.) · 50% update customer profiles based on multichannel interaction
Required Actions In addition to the specific recommendations in Chapter Three of this report, to achieve Best-in-Class performance, companies must:
· Demonstrate the value of multichannel marketing efforts "Our biggest challenge around and maintain organizational support by constantly multichannel marketing is finding the right message to measuring small wins and campaign results whenever stimulate action with the right possible. audience in the right channel." · Optimize marketing campaigns by learning from external ~ VP of Marketing, Software / members of the marketing value chain. Best-in-Class Hardware Companycompanies are 1.7-times more likely than Industry Average organizations to optimize marketing campaigns by using unstructured information from agency, media, and channel partners. · Standardize performance metrics. Standardized metrics allow organizations to benchmark results over time, and extrapolate the impact of changes to multichannel messaging.
© 2008 Aberdeen Group. Telephone: 617 854 5200 www.aberdeen.com Fax: 617 723 7897 Cross-Channel Campaign Management: Next Generation Multichannel Marketing Page 3
Table of Contents Executive Summary.......................................................................................................2 Best-in-Class Performance.....................................................................................2 Competitive Maturity Assessment.......................................................................2 Required Actions......................................................................................................2 Chapter One: Benchmarking the Best-in-Class.....................................................4 What is Cross-Channel Marketing?.....................................................................5 The Maturity Class Framework............................................................................5 The Best-in-Class PACE Model............................................................................7 Best-in-Class Pressures and Strategies................................................................7 Chapter Two: Benchmarking Requirements for Success..................................11 Competitive Assessment......................................................................................13 Capabilities and Enablers......................................................................................14 Chapter Three: Required Actions.........................................................................18 Laggard Steps to Success......................................................................................18 Industry Average Steps to Success....................................................................18 Best-in-Class Steps to Success............................................................................19 Appendix A: Research Methodology.............. [download for more]