This chapter covers the following topics:
One of the biggest challenges for business managers is to envision and develop marketing programs for their products and services. To meet such a challenge, you can create and execute marketing activities with specific themes and goals.
Campaigns and Programs are key features of Oracle Marketing, but you can also access campaigns and programs from within Oracle Channel Revenue Management. This integration with Oracle Marketing enables the sales and marketing departments in your organization to effectively coordinate with each other to facilitate marketing and trade promotion activities. For example, the marketing department may plan for a campaign to advertise a new product. During campaign execution, they may also create offers to sell the product at a discounted price. You can use campaigns, and programs along with offers in business scenarios where the marketing and sales activities co-exist.
A campaign is a marketing activity, which primarily aims at promoting product sales and advertising products in the market to increase customer awareness.
This chapter gives you only an overview of campaigns and programs. For more information on campaigns and programs, see the chapters titled Creating and Using Campaigns and Planning and Using Programs in the Oracle Marketing User Guide.
In Oracle Marketing, a campaign is a collection of marketing activities that are designed to support a goal. A campaign is the medium for putting information about an organization's products, services, offers, and spreading messages to existing and potential customers.
A marketing campaign consists of the campaign and its schedules. A schedule determines where, when, and how a campaign activity is executed. A campaign may have multiple schedules for different marketing channels, and for execution of a campaign over a period of time.
For example, Vision Mobile wants to promote their new wireless instant messaging. They create a campaign called “Wireless IM Promotion” and they add schedules under that campaign. They may add an outbound telemarketing component in which Telemarketing Representatives call a list of people to see if they want the new service. They may have a banner advertisement that promotes the service and directs people to a web registration page. They may also have an e-mail blast that goes out to a list of contacts, who can then click on a link to reach a Web registration page.
Through its life cycle, a campaign goes through a number of status transitions including Planned, New, Pending Theme Approval, Pending Budget Approval, and Active. For more details, see the chapter titled Creating and Using Campaigns in the Oracle Marketing User Guide.
Campaigns are constructed using a wide variety of marketing objects. The basic components of campaigns are its theme, funding (budgets), execution (schedules), target audience (lists and marketing mediums), cost (costs), and effectiveness measuring devices (metrics). A campaign in Oracle Marketing is a planning tool, and you can create campaign schedules to execute it. For full details on Campaign Processes, see the chapter titled Creating and Using Campaigns in the Oracle Marketing User Guide.
For detailed information on how to create a campaign and source a budget for a campaign see the chapter titled Creating and Using Campaigns in the Oracle Marketing User Guide.
Programs are umbrella objects that are used to combine different Campaigns, Events, Deals, Promotions and other objects into one entity. In a hierarchy of marketing objects, a program is at the top. All other objects can be a part of the program. In this way, a new product launch may have events, campaigns, promotions, advertising, trade management deals and more, all coordinated from one point in Oracle Channel Revenue Management.
For detailed information on creating a marketing program and adding components to a marketing program, see the chapter titled Planning and Using Programs in the Oracle Marketing User Guide.