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. Marketers should look for campaign management
tools that integrate channels, support customer dialogues, use social insights,
and deliver functionality at the marketer's desktop.
"Campaign Management Needs A Reboot" is one of the latest white papers from Suresh Vittal and Forrester Research. Based on research on leaders from a variety of industries, this innovative report discusses the challenges of effectively managing marketing campaigns in a world of increasing communications channels. The white paper concludes with relevant approaches to coordinate and analyze cross-channel campaigns.
