Get the right tools for monitoring and executing marketing campaigns and you can improve campaign results. Campaign management tools include tools to track marketing results and those to launch campaigns.
Marketing Automation Systems
A marketing automation system provides the ability to schedule and automatically execute steps in a marketing campaign. For example, a marketing campaign to convert prospects into customers could first print a direct mail letter to be sent to a prospect and schedule a followup phone call one week later. If a prospect indicated he was not interested now, the defined campaign would immediately launch a step-by-step nurture marketing system that sends periodic messages to a prospect so that if the prospect had a future interest in the company communicating with him, the prospect would have top-of-mind awareness of the company and its products and services.
Web Analytics Tracking Tool
A useful tool for Internet marketing is a system that tracks the amount of traffic that comes to a website and the source of that traffic. Such a tool provides other useful tracking metrics, such as how much time a web visitor spend on a website, what percent of visitors are return visitors and what pages a visitor views. This information is useful for evaluating and improving an online marketing campaign.
Taguchi Testing Software
Taguchi software provides a method to iteratively test different components of web content to determine which combination of components produces the best results. To perform a test, each variable to be tested is defined and alternative versions of each variable are loaded into the software. The software generates different combinations of testing variables and then tracks the results of each of those combinations. For example, variables could include a web page headline, the location of the call to action and the color of the page.
Content Distribution Tool
A content distribution tool provides a way to manage campaign content. Such a tool provides the capability to submit content through one online service and have that content appear on multiple social media properties. Syndicated content increases the presence of a company and its products and services, reinforcing a company's brand and product awareness.
Email Management System
An email management system captures prospect information as prospects respond to a campaign. Prospects can be segregated by any demographic information they provide and specific messages can be sent to each different geographic segment. An email management system can track how many emails were successfully delivered, how many emails were opened, and what percent of the links to a website were clicked on.
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