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Campaign Management vs. Interaction Management

Hello, I'm Zimm Zimmerman with Merkle, VP of Personalization.

Today I wanted to talk to you about campaign management and interaction management. Primarily campaign management is your channel of marketing toward a customer, for example direct mail, email, display. These are channels where you're trying to push to a customer to pull them in.

Once they engage, that's where you use interaction management strategy to interact with a customer based upon deep data - first-party, third-party data. This data that tells us what their interests are, who they are, where they are in the journey, and what actually brought them to the site.

Campaign management doesn't necessarily involve interests. You're hoping to drive their interest. Interaction management does know their interest because you pulled them to the site. You've given them a piece of information that has engaged them.

One example of how this might change as you move from campaign to interaction: when they're first seeing a display ad at the start my campaign, I'm saying, "learn more," as my call to action. I don't know who they are, I don't know if they're interested, but I think they might be interested because I've targeted this segment.

Once they click on that display and come to the website my call to action should change. I've engaged them, I'm interacting. So I don't want to say, "learn more," now, I want to say, "compare now." And that "compare now," needs to push them to say what they are interested in.

Once they've compared enough on the website,  I want to say it again but in a different way. I want to shift from the "compare now" call to action to the "buy now" call to action. And that "buy now" is continuing the conversation and recognizing, through the interactions, that they've moved far enough along to actually engage and change again what they're interested in.

So campaign management, interaction management? They're still both there. They're still both necessary. Campaign starts the story, interaction continues the story. And once you have that story going on, you have to really develop the whole journey of that story with the right interactions, the right listening, and the right triggers. Hopefully that made sense to you. I appreciate your time.