Campaign Management (Marketing)
Campaign management (campaign management ) is a term commonly used in retail from the area of management functions that describes the efficient planning and implementation of marketing campaigns in the form of advertising campaigns that aim to increase sales of individual products or the company as a whole and the selected ones To increase customer loyalty to the company. This happens, for example, through bonus systems (customer loyalty systems), discount campaigns, fashion shows for selected customers, VIP shopping and so on.
First, a marketing strategy is developed and the basic direction of the measure is determined ( planning ). In the second phase, the target group and the specific offer for this target group are defined. Then the previously selected target group is addressed via the strategically defined communication channels (for a broad audience via the media, to known customers, e.g. customer card holders, through direct mailings) and action is taken. The last phase is the success control, from the results of which knowledge is gained for the first planning of the next measure.
literature
- METRO-Handelslexikon 2011/2012, p. 110 f
Individual evidence
- ↑ Dictionary of commercial language on RA-Busch.de