Campaign auf der Co-Reach Messe 2016 in Nürnberg


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Campaign: Erfolgreiches Webinar im Bereich Digitales Kampagnenmanagement: „Von der Gießkanne zum Data-Driven Marketing“

Chancen und Herausforderung im digitalen Kampagnenmanagement

Wie können Unternehmen ihre bestehenden und potentiellen Neukunden über die einzelnen digitalen und physischen Kanäle zielgerichtet ansprechen und warum stellt „Data-Driven Marketing“ aktuell für Unternehmen nahezu aller Branchen, eine DER großen Herausforderungen aber auch Chancen dar?

Diese und weitere aktuelle Fragestellungen, mit denen sich Marketing- und Vertriebsverantwortliche zurzeit intensiv beschäftigen, waren Bestandteil des ersten Webinars „Von der Gießkanne zum Data-Driven Marketing“, das Campaign gemeinsam mit dem Kampagnensoftwareanbieter Apteco Ende April 2016 mit einer großen Resonanz durchgeführt hat.

„Eine der wesentlichen Herausforderungen im digitalen Kampagnenmanagement, sind die immer häufiger wechselnden digitalen und physischen Kontaktpunkte („Touchpoints“) und die damit eintretende sinkende Wahrnehmung von Kampagnen und Marketingmaßnahmen über die einzelnen Kanäle“, sagt Campaign Geschäftsführer Daniel Augsten.

Hier ist es für Unternehmen umso wichtiger, die passenden Strategien und Voraussetzungen im Unternehmen zu entwickeln, um die bestehenden Kunden in dem jeweils passenden Augenblick höchst individuell, wertbasiert und bedarfsgerecht über die zahlreichen Kommunikationskanäle ansprechen zu können.

 Umfrage Reifegrad Data-Driven Marketing

Dass dieses komplexe Thema heutzutage noch eine große Herausforderung für Unternehmen vieler Branchen darstellt, zeigten die durchgeführten Umfragen unter den teilnehmenden Marketing- und Vertriebsverantwortlichen.

In einer ersten Umfrage wurde der jeweilige Reifegradlevel der Unternehmen im digitalen Kampagnenmanagement erfragt:

So sprechen aktuell immer noch 21% der teilnehmenden Unternehmen Kunden mit einer Botschaft nach dem klassischen „Gießkannenprinzip“ an. Weitere 55% nutzen übergreifende Segmentierungsansätze, z.B. anhand des vorliegenden Geschlechts oder Alters.

Das heißt, dass etwa Dreiviertel der teilnehmenden Unternehmen mit ihren Kunden noch nicht vollständig individuell und bedarfsgerecht z.B. aufgrund ermittelter Präferenzen und Potentiale kommunizieren und somit gegenüber anderen Unternehmen in der heutigen Zeit einen entscheidenden Wettbewerbsnachteil haben können.

In einer weiteren Umfrage wurden die Barrieren bzw. Gründe, warum Data-Driven Marketing aktuell noch nicht im Unternehmen umgesetzt wird, erfragt:

So gaben etwa 40% der Teilnehmer an, das hierfür die ganzheitliche Strategie fehlt. Bei  29% der teilnehmenden Unternehmen mangelt es an der systemseitigen Infrastruktur und bei 26% fehlen hierfür interne Ressourcen.

Um die Bedeutung des Data-Driven Marketing zu verdeutlichen, zeigt der Bereich Campaign anhand wichtiger KPIs und Showcases aus unterschiedlichen Branchen die Potentiale, die sich Unternehmen mit datengesteuertem Marketing eröffnen. Die Steigerung der Conversion, die sinkenden CPO‘s, sowie die klare Reduktion von den Kampagnenkosten sind wichtige und eindeutige Indizien für einen Weg hin zum Data-Driven Marketing.

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