Our world is filled with campaigns. Most marketing that you see is part of a campaign which is part of a larger marketing plan. Some campaigns are obvious and straightforward, like political campaigns geared towards the general population. Make no mistake, the marketing teams that are put in place by politicians for this task are sophisticated and data-driven. The goal is to get your vote. By producing and implementing multiple campaigns designed to appeal to different political, social, and economic leanings, they strive to hit their mark. Whether they are successful or not is sometimes up for debate. What they can’t factor in is the torpedoing of the campaign by the candidate themselves with their own antics.
Thankfully campaigns that are implemented through the Sitecore Experience Platform have a greater chance at success than the latest political ad rush. The key is to decide what specific action you want your target audience to accomplish within a chosen timeframe. This entails breaking down your marketing plan. Say you have a new product coming to market and you want to take pre-orders for it in the next 30 days. You may even decide that an incentive like free shipping or 10% off will be the hook to get the pre-orders. You now have all the criteria you need to start your campaign.
In the Sitecore Experience Platform, you can keep track of your campaigns by creating campaign groups and campaign activities. Campaign groups are high-level campaigns that contain multiple campaign activities across different channels. The campaign activities are individual campaigns that run for a limited period on a specific channel.
When you create a campaign, the Campaign Creator generates a campaign tracking code. You apply this code to track external interactions, such as email campaigns or traffic coming from an external web source. This enables you to gather more detailed information about campaign traffic and efficiency.
You can use Experience Analytics to track information about your campaigns. Experience Analytics tracks real-time information about where contacts visiting your website come from, which channels they use to access your content, and which pattern cards they match. You can also view reports about which campaigns are accessed most frequently, and which ones lead to the highest goal conversion rates.
These are just some of the many tools that Sitecore has put into place to help you with your marketing. Ask us today about how we can help you move forward with your marketing goals.
