| Bookshelf Home | Contents | Index | Search | PDF | |
Campaign Plans and Campaigns
The Siebel Campaigns module is available to users with a license for Siebel Marketing or Siebel Campaigns.
A campaign plan is a planning template that includes many of the details typically associated with a campaign, such as offers, lists, and team members. Typically, campaign plans are used by marketing professionals and are specific to the Siebel Marketing application.
A campaign is the vehicle or project in which you convey a marketing message to one or more groups of people. Typically, campaigns deliver a promotional offer to retain current customers or to acquire new customers across channels of communication. For example, you might launch a phone campaign that invites contacts to sign up for a special promotion, such as a visit to a resort, or deliver a direct mail campaign that provides a sample of a new product and a coupon offer to existing customers. You might also set up a recurring loyalty campaign that sends a monthly eNewsletter to your customers containing special deals on your products or services.
The goal of a marketing campaign is to create an opportunity that ultimately results in a sale or brand recognition. Marketers use both direct and indirect campaigns to achieve these objectives.
- Direct campaigns target individuals using multichannel approaches—direct mail, email, telephone, fax, eNewsletter, or the Web. Contacts for the campaign are derived by applying segmentation criteria against a database of customer information and generating a list or by purchasing or renting a list of prospects. Multiple campaigns can use the same segment criteria.
- Indirect campaigns target indeterminate groups of people whose general characteristics you may know, but whose exact composition you do not know. Examples of indirect campaigns are those that use television, radio, print ads or other forms of media for delivery of the message. An indirect campaign is associated with a marketing program's stage rather than with a specific segment or list.
For more information about using campaign plans and campaigns in a specific product, see About Campaign Plans and Campaigns in Siebel Marketing and About Campaigns in Siebel Campaigns, and Setting Up and Using eMarketing.
This chapter contains the following topics:
| Bookshelf Home | Contents | Index | Search | PDF | |
Siebel Marketing Guide Published: 23 June 2003 |