Marketing Campaign Management: Definition, Types and Value

By Indeed Editorial Team

Published 2 August 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Monitoring and managing the many components of a marketing campaign can require a substantial amount of time and resources. Incorporating marketing campaign management tools in your project can help to streamline information and optimise results. Understanding the different management tools available may help you determine if they can benefit you. In this article, we define marketing campaign management, list different types of marketing management tools and discuss their importance.

What is marketing campaign management?

Marketing campaign management refers to planning, implementing, monitoring and analysing all the factors involved in a standard marketing campaign. A marketing campaign is an organised strategy to attain a specific company goal, such as raising brand awareness, attracting new customers, generating more leads and sales, promoting new products or services or building brand loyalty. A company usually requires marketing management when executing marketing strategies to obtain optimum results. The primary aim of marketing management is to help you create, measure, track and analyse the outcomes of your campaigns across different organic and paid media channels.

Related: What Is Digital Marketing? (FAQ Plus Types of Strategies)

Different marketing management tools

As part of their strategies, companies often run many marketing campaigns on various mediums simultaneously. Running these campaigns on multiple media platforms can make content creation, execution, monitoring and analysis of performance challenging. Here are five types of tools campaign managers and their teams can use to help with marketing management:

Project management tools

These tools are highly important for marketing campaigns. They offer a central hub where you can store all your assets, documents, communication and approvals, and they act as an archive for all your completed tasks related to the campaign. Since many project management tools are available, the most suitable one for you may depend on the size of your team and project.

Many project management tools include features that allow you to plan project schedules, supervise workflows, assign tasks, manage ideas, share designs and documents, monitor workloads, create invoices and communicate project processes. When deciding which project management tools are most beneficial to your campaign, you can consider the key features, the ease of use within the program and its cost compared to your campaign budget.

Related: Understanding the 4Ps of Marketing: A Detailed Introduction

Email tools

Email tools are an important part of marketing campaigns and assist with managing old and new email subscribers, which can be relevant to a campaign's metrics. Email tools for marketing can help you track, monitor and analyse your email campaign results. They often integrate email marketing automation, which can include automation for welcome emails, loyalty or VIP customer emails, birthday or anniversary emails and follow-up on sale emails. Another common feature of email marketing tools is tracking each contact's behaviour, analysing where they click and learning what they open.

Related: 8 Marketing Communications Careers (Plus Types of Marketing Communications)

Customer relationship management (CRM) tools

CRM tools help maintain customer relationships throughout your campaign. They simplify and automate tasks, enabling you to establish and maintain a relationship with your customer base. They can help to individualise your marketing campaign and create a familiar, friendly impression with customers. CRM tools can help you create landing pages for your campaign, providing templates to make it simple. Another common feature is search engine optimisation (SEO) suggestions. This means the programs may provide keyword suggestions to help your employer's page appear at the top when conducting online searches, gaining exposure for your employer's brand.

CRM tools can also help you track a person's actions on your employer's site. They can show how much time people spend on your employer's site and what they click. Having this type of data can help you create drip emails, promoting your employer's brand to achieve a memorable presence.

Related: What Is a Customer Relationship Manager? And How to Become One

Social media tools

As marketing campaigns add more social components to their strategies, more marketing management tools have become social media oriented. Most people use social media platforms, creating a logical place to advertise. Social media tools can help you complete competitor analyses, providing information on competitors' marketing campaigns' success. This can give you a benchmark to compare your campaign performance. Community management is another common feature of social media tools. This helps post content during peak periods, achieving optimal exposure. It also allows you to predetermine responses to comments.

Another feature these tools often include is the ability to set objectives. Many social media tools incorporate specific, measurable, achievable, realistic and time-bound (SMART) objectives, meaning when you set objectives, they help you consider certain elements of the goal. Some other features may include content creation guidance and campaign result analysis.

Related: What Is Social Media Marketing? (Including Helpful Tips)

Analytics tools

You can use various metrics for your marketing management analysis. An accurate analysis tool makes it possible to measure success, identify areas for improvement and reveal approaches to pivot in a campaign. The ability to measure and analyse these elements can help create an effective campaign and justify the investment put into marketing.

Analytics tools can correlate data from all channels in your marketing campaign and create a collective report. These reports can include email marketing data, client purchasing data, customer touch point data, campaign performance data and website or landing page visitor data.

Related: Data Analysis Tools: Definition and How to Choose One

Why is marketing management important?

Initiating a marketing campaign can be extensive and often requires someone to oversee every aspect of the process. This is when marketing management tools can be significantly beneficial to a company. Management tools basically assist you with the order and structure of your marketing campaign. As your marketing campaign progresses, company goals may change, customer behaviour may shift and your target audience may have different interests than the campaign's initial stages. Management tools can be beneficial for identifying and implementing change, helping you obtain the best results from your campaign.

The following aspects contribute to the importance of including management in your marketing campaign:

Improvement

Dedicated management can help to highlight any areas in a campaign requiring improvement. This allows you to make adjustments and address the less-than-ideal areas, achieving the most desirable response from the campaign. Considering the time and resources that go into a marketing campaign, having the opportunity to make significant improvements can be important for achieving optimal results.

Related: What Are Marketing Trends? (With Some Examples of Trends)

Cost efficiency

Management is often a cost-effective approach to marketing campaigns. This can depend on your individual circumstances and available marketing budget, but, typically, management can produce significant financial returns. There are many management options available for different campaigns and different budgets. Considering management tool features and comparing them to the price may be a productive way to determine which one is likely to offer you the best financial return. You can then determine how cost-effective it is for your campaign.

Related: What Is a Marketing Plan? (With Steps and Strategies)

Competitive advantage

Using management tools in your marketing campaign can offer a significant competitive advantage. Many management tools are capable of a competitive analysis, meaning you receive detailed insights regarding competitors' campaigns. This can be important to determine which aspects of your campaign you can adjust to gain an advantage over competitors.

Related: The Components of a Marketing Plan (With Template)

Automation

Having the ability to automate certain elements of your marketing campaign can be a considerable advantage. This allows you to systematically reach your target audience during peak times. It also permits you to monitor your marketing campaign closely without performing constant maintenance. This allows you to monitor the campaign automatically and removes the necessity for a physical manager to continually observe it.

Related: 8 Online Marketing Training Courses to Advance Your Skills

Process centralisation

Managing the many components related to a marketing campaign can be tedious and challenging. Management tools provide the opportunity to centralise these aspects, keeping them organised. Streamlining the elements of your marketing campaign can improve efficiency by saving time and resources, which are usually spent searching for information and manually controlling each aspect.

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