iMedia Connection
February 13, 2012

Cross-Channel Campaign Management Comes Full Circle to Help Marketers Create More Remarkable Customer Conversations

While campaign management solutions have been around for quite some time, they have undergone a significant transformation in recent years.  With so many new marketing channels and the exponential growth of digital media adoption, campaign management solutions have expanded to offer cross-channel capabilities that help marketers foster deeper, more sustainable relationships with customers and prospects across all touch points, or what Neolane calls "conversational marketing."

Reflecting new market demands, Forrester recently announced an update to its Cross-Channel Campaign Management (CCCM) Wave for 2012. Not only am I proud of the fact that Neolane has been named a Leader in this report but I am also pleased to see how campaign management solutions have evolved over the years to now play a more critical role in optimizing campaigns across both traditional and emerging marketing channels.

In the report, Forrester states that because marketers are now focusing their budgets on digital media and more interactive marketing techniques, they are now relying on CCCM applications to develop more significant conversations with their customers, rather than just integrating more channels.

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