Marketing Campaign

Marketing Campaign is a feature that allows system administrators and marketing professionals to increase awareness for certain products.

Campaign and its Types

A campaign is a long-term promotion, done to increase brand awareness or sales of a product. It is a fool-proof way to promote your brand and to reach your customers, clients, and leads. A well-planned marketing campaign aims to achieve:

• a well-targeted message that reaches the defined target audience
• a message that is understood by that audience
• a message that encourages those recipients to perform one or more actions (say make an inquiry or even buy the product/services).

Contentserv MxM offers collaborative campaign solution for implementing campaigns between Central Agencies, headquarters, marketing departments and local markets (sales points, regional agencies, etc.). This collaboration in MxM is achieved by campaign templates (classes) created by central Agency and instances in the form of sub-campaigns offered to the local markets. The central entity provides campaigns that local entities may use.

To use a central campaign, the local market gets approval to instantiate the campaign as sub-campaign and customize targets, products, publications as per local needs.

Collaborative campaign by Central Agencies

A collaborative campaign is a campaign whose execution schedule is defined by the central entity, which the local entity may use. The content remains the same for each local entity but costs are shared. To take part, local entities subscribe to the collaborative campaign. The main parent campaigns are created by central agencies for multiple markets during the planning phase.

The central agencies may also add products as recommendations that are valid for the entire region independent of the markets. The local markets valid for the campaigns can also be defined, based on which local markets can create new sub-campaigns for each market. Central entities are made up of marketing operators in charge of specifying communications and assisting local entities in executing their marketing campaign. The campaign objective and goals are defined at the main campaign to set directives for the local markets. The overall budgets and costs can be defined which may be broken down further for local campaigns.

Types of Collaborative Campaigns

• Collaboration by Review approval
• Collaborative Campaign (Automated)

Local Campaigns by Local Markets

A local campaign is an instance created from a template referenced in the list of collaborative campaigns with a specific execution schedule. Its aim is to meet a local communication need using a campaign template that was set up and configured by the central entity. The local entity’s degree of autonomy depends on the implementation used. Local agencies consist of regional distributors, local markets, regional brand and marketing managers aiming to create localized sub-campaigns from the central campaigns.

Fields such as target markets, date of execution, budgets and costs, etc. can be localized for the sub-campaigns provided that such attributes form the sub-set of parent campaign attributes. The local campaigns may access the recommended products defined at the parent campaign.

Purpose:	This document will help you create a Marketing Campaign.
Target Audience:	Administrators Marketing Professionals Analysts
Prerequisites:	Access to PIM/MDM/MXM Products Targets
Key Terms:	Collaborative campaign: is a campaign whose execution schedule is defined by the central entity, which the local entity may use.

How-to: Configure a Marketing Campaign in Contentserv PXP Application

• Log in to the Contentserv PXP application and click on the ‘user profile’ to select the PIM catalog.

• Click on the Administration icon.

• Go to the Data Model tab and click on Campaigns.

• Click on the Create icon to create a new Campaign.

• On the pop-up window, enter the name and enable as Nature Class. Select the type of campaign that you want to create and click on the Create button.

• Click on the “+” icon beside Section to select the appropriate property collection.

• Click on the Explore icon, then click on the user profile and select MxM catalog.

• Click on the Campaign menu and click on the Create button. From the drop-down list, select the campaign that you have created.

• In the Overview tab, enter the details such as Schedule (date span for which the campaign will last), Target (Market you want your campaign to be promoted at) and so on.

• Click on the “+” icon to add products to the campaign via product recommendations.

• Select and add the products you would like to run a campaign on.

• After adding the products, click on the Back icon.

• View the products added in Products Recommendations.

How-to: Configure a Collaborative Marketing Campaign in Contentserv PXP Application

• Create a new campaign.
• Enter the name and enable as Nature Class, then select the type Collaborative and click on the Create button.

• Once the collaborative campaign is created, you can connect this campaign to other local campaigns in the system. Go to the Sub Campaign Relationship section, and click on the Other Side to select local campaigns.

• Click on the Save button.

• Click on the Explore icon, then click on the user profile and select the MxM catalog.

• Click on the Campaign tab then click on the Create icon to create a collaborative campaign.

• Once a new collaborative campaign is created, scroll down to the Sub Campaigns section. Click on the “+” icon to add sub-campaigns to this collaborative campaign.

• You may create a new sub-campaign or add existing ones.

• Click on the Save button.

• Click on the Product Recommendations to add products to the campaign.

• The feature ‘recommended products’ allows you to select all marketing products available or select only the products belonging to a certain sub-campaign. Click on the Sort and Filter drop menu on the right. In the Applicable Filters option, click on the sub-campaigns whose products you would want to select.

How-to: Create a Campaign-to-Campaign Relationship

• Select a campaign to which you would want to link another campaign to. Click on the campaign and go to the Relationships tab.

• Click on the “+” icon to add a Campaign.

• In the next window, select the campaign that you want to add or click on the Create button to make a new one.

• Click on the Back icon to return to the main window.

• View the added campaign in the Campaign section. Note: Adding products via Product Recommendations will also show the products belonging to this campaign.

• Click on the Calendar View icon for a detailed view of all the campaigns.