The daily increasing competition does not only require the development of new and intelligent marketing strategies in industries such as e.g. telecommunications and financial services; campaign management is also becoming increasingly important in the online gaming sector.
Increased use of the Internet as well as smartphones is also increasingly changing consumer behavior. With increasing digitization of channels and touchpoints, customers today are informed better than ever and thus harder to acquire. To register, evaluate and understand consumer behavior digitally too, persons in charge of marketing must today form targeted segments and create an accordingly coordinated strategy for potential customer touchpoints, in order to address customers on the right channel at the right time with the right offer, while nonetheless refraining from inundating them with e-mails or push-messages.
Campaign planning in direct marketing is very complex due to a large product variety, various distribution channels and differentiation according to customer groups.
In addition, there are the restrictions due to the company-internal contact strategy and the desire to maximize the aggregate turnover of the various campaigns.
In the direct marketing environment, success measurement of implemented campaigns continues to play only a minor role in many businesses. However, well performed campaign success measurements provide knowledge about the effectivity of the respective campaigns and facilitate informed decisions about their design and future optimization. It should be the objective to implement a standardized success measurement for direct marketing measures and to improve new campaigns with the generated knowledge and thus achieve a higher turnover and profit.
Due to increasing challenges in digitalisation, e-commerce has been increasingly surpassing stationary trade. According to the IfH Institut in Cologne, this trend will be increasing in the coming years. Parallel to a reduction in sales in stationary trade, by 2020, sales from online trade will increase to approximately 77 billion euros
