For Customer Intelligence Professionals

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	April 2, 2009 Campaign Management Needs A Reboot The Next Generation Must Simplify Use And Support Multiple Channels by Suresh Vittal with Carlton A. Doty, Emily Murphy	Average: 8  (5 ratings)

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Executive Summary

Marketers find that current campaign management tools — while good for defining communications in traditional channels like direct mail and email — struggle to keep up with numerous digital, inbound, and emerging channels. The economic slowdown forces marketers to transition from acquisition-centric programs to managing customer retention. Marketers should look for campaign management tools that integrate channels, support customer dialogues, use social insights, and deliver functionality at the marketer's desktop.

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