Software that supports highly personalized and relevant communications delivered across a variety of interactive channels and that enable optimization, channel integration, and institutional memory of the customer.
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Cross-Channel Campaign Management (CCCM) Software are suites that support customer-centered advertising content delivery across multiple interactive channels, such as social media, video, email, brick and mortar stores, and more. CCCM is also known as omni-channel campaign management, multichannel campaign management, or simply campaign management software. These tools offer a single platform with internal tools and third-party integration to facilitate campaign optimization, multichannel integration, impact and impression analysis, and client management for both digital and offline channels.
CCCM Software allows marketing teams to have a unified insight into customer behavior from across a diverse range of online and offline channels. CCCM Software offers a streamlined workflow to assist with campaign orchestration, including lead generation, traffic conversion, and personalization features. This makes CCCM Software a useful tool that businesses can use to improve and deepen relationships with their clients.
Whereas CCCM tools tie together online and offline channels and aim to create a comprehensive view of the customer, most Marketing Automation (MA) Software focus on coordinating digital marketing campaigns, are centered around the lead object, and do not have as robust a view of the customer across channels and over time. All-in-One Marketing Platforms are typically less sophisticated than either CCCM or MA, in terms of analytics and channel coverage especially, as these products are primarily intended for small businesses who only want to purchase one marketing software tool. However, there is certainly some overlap between all three categories. Generally, the differences between the categories are based on complexity of the product and positioning for different use cases.
The most common Cross-Channel Campaign Management Software features are:
When choosing the best Cross-Channel Campaign Management (CCCM) Software for you, consider the following:
Mobile accessibility. You’ll want to consider how well the software accommodates your needs for mobile accessibility. Some software, such as Oracle CX Marketing, allow you to access your CCCM assets from a mobile device, allowing you quick access and real-time updates on campaign performance.
Customer persona creation. While CCCM Management offers traffic behavior analysis and personalization tools, some tools allow users to create deeper profiles (persona) of customers. These features allow marketers to easily segment targets and tailor a more personalized experience based on their demographic qualities. Sailthru offers historical data analysis and informed dynamic customer insight management, allowing your automated marketing to respond to customer behavior in real time.
Integrated Content Management Systems (CMS). When choosing a CCCM, you may find that products offer an integrated CMS, allowing you to directly store marketing assets in the software itself. This means that all content you create or upload to the CCCM will be readily available regardless of where you access the product, and the CCCM can directly deploy it across all channels. The downside to this is that products with CMS features tend to be more expensive, and if you choose to no longer use the software, you’ll need to transfer files and assets between programs.
Third Party Integrations. When considering CCCM products, you’ll want to see how well they fit with your current workflow. Generally, CCCM provides a broad range of support for third party applications, but the centralized platform of a CCCM may not fully include the benefits of the other programs in a way that is conducive to your existing ecosystem. For example, if you include APIs for features like customer loyalty programs, make sure the CCCM can support these features. Additionally, you’ll want to consider whether you want a full suite of integrated programs from one vendor, or if you’re adding the CCCM Software as a standalone component to your existing workflow.
Cross-Channel Campaign Management Software pricing can range between $5 and $280 per month at the lowest pricing tier, with variation coming from the number of features offered and number of users supported. Vendors offer custom pricing plans and free trials.
The following resources may be helpful in choosing between Cross-Channel Campaign Management Software products:
The most popular Cross-Channel Campaign Management Software products are:
