Resource Center - Whitepapers

Digital Marketing: The Critical Trek for Multichannel Campaign Management

Adam Sarner  Research Director, Gartner Research

The digital marketing approach and its channels are critical for overcoming the declining effectiveness of traditional approaches to campaign management, such as interruptive, push mass-blast campaigning. Marketers need to use engagement techniques that continue to develop from digital marketing for a complete, multichannel campaign management strategy.

Key Findings

  • Internet use, digital channels, devices, and social and mobile activity are accelerating, and marketers have increasing opportunities to meaningfully engage customers and prospects to become more effective.
  • Mass marketing is no longer a long-term strategy. Mass-marketing campaigns have a 2% response rate and are on the decline. However, by 2015, digital strategies, such as social marketing, will influence at least 80% of consumers discretionary spending.
  • Campaign management and digital marketing need each other. Digital marketing needs multiple process and channel orchestration, while campaign management needs new approaches, additional channels and precise attribution metrics.
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