What does it mean to create a campaign?
A “campaign manager” sets up
marketing campaigns
for each product or service. If the purpose of marketing activities is set as “creating a system that will get customers to buy (choose)”, then in order to achieve that purpose, how can you efficiently use the given resources throughout the year or every half year? Their role is to think about how to derive results, plan and execute activities. So, how do you create that plan?
What I often hear is that the sales person, product development team, or business development person in charge considers the current plan based on past event participation, web creation, etc., according to the desired policy, and then plans until the budget is full. Set Activity. The only thing left to do is to focus on the title and content of the actual presentation content and achieve the goal.
It is true that the task of successfully translating internal voices into marketing activities is an important job for a campaign manager. However, isn’t that the only thing missing when it comes to creating a campaign?
Scope of consideration for formulating a campaign
To begin with, the term “campaign manager” merely represents an organizational or convenient position, and the scope of its meaning may vary depending on the company. For example, if there is a department such as a business development team that checks the “market” and “trends of competing companies” and formulates a sales strategy, the campaign manager will be responsible for following that strategy. , the main task will be to focus on how to devise efficient tactics. However, in the case of a company that does not have such a department, on the other hand, it is necessary to investigate the “market” and “external environment” and consider what kind of message should be sent to that market, in other words, from the point of formulating a strategy. There is a need.
Next, I mapped out the tasks of a campaign manager in general, or rather, the scope that should be considered when assembling a marketing strategy, regardless of who is in charge of carrying out the tasks. (Excluding internal administrative procedures, etc.)
What would happen if your company did not have the ability to obtain market information or competition information, and created a sales strategy and campaign to execute it based solely on product messages? No matter how good you are at event and web analysis tactics, if you don’t have enough information to create a strategy, the results of Activity will be left to chance. It’s called tactics without strategy. Therefore, in such cases, it is more important for campaign managers to take actions to understand the current situation than to plan activities to move forward.
After all, what is a campaign manager?
In this way, if a campaign manager’s job is to “create a system that will get customers to buy (choose)”, they will not be performing routine and fixed tasks, but will be responsible for the overall marketing activities. We need to look at the current situation, consider how to optimally allocate the limited resources we currently have, and take ingenuity and action to efficiently bring about better results.
Therefore, the most important thing is not to summarize internal opinions in the form of marketing activities, but to decide the scope of work by yourself in order to achieve the goal of creating a system that will get customers to buy (choose) your company. We look at the whole picture without thinking, clearly set out the goals and objectives of the actions we have chosen to achieve the objectives, make the plan concrete, and involve all the people involved. And produce results. I guess this is the job of a campaign manager.
profile
ProFuture Co., Ltd. Marketing Solution Department Fellow Takayuki Matano
Joined Oracle Japan in October 2000. Since then, I have worked at the Marketing Headquarters for about 18 years.
In addition to being in charge of campaign marketing for products and services,
We have also promoted large-scale events and corporate events.
Currently working at TIS Corporation, he also serves as a fellow at ProFuture Corporation.
Launching a shared service program and in-house integrated marketing infrastructure;
Alliance marketing with partner companies, etc.
He is good at creating marketing “systems”.
If you have any planning or consultation questions, please contact ProFuture sales.