Campaigns vs. Channels

Multichannel campaigns and CRM

There is one specific aspect of today’s marketing: it is called multichannel campaigns. Essentially, you have one message to push, you have one segment to target but there are several ways (channels), how to reach people.

Having campaign defined as a message and target group, channels bring additional complexity to campaign organization, tracking and evaluation. Also, a multichannel campaign requires feedback collection, response action and campaign evaluation from CRM system.

You need to define your requirements in this area and validate how these requirements are supported or feasible in a CRM system prior to the final decision.

As a minimum, your CRM practice should set the rules for assigning a channel code to every campaign contact. Therefore, you will be able to track and evaluate performance of your campaigns across the channels.