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What is cross-channel campaign management (CCCM) software?
Sometimes referred to as omni-channel or multi-channel campaign management, CCCM software supports highly personalized and relevant communications delivered across a variety of interactive channels and that enables optimization, channel integration, and institutional memory of the customer.
Cross-channel campaign management tools are usually integrated product suites, some of which are built out of separate channel-specific or feature-specific products that have been acquired and tied together. They connect inbound and outbound, digital and non-digital campaign intelligence within a single platform. For example, Infor allows users to manage interactions with customers across 5+ channels, including direct mail, email, phone, SMS, website, POS terminals, and IVR. In addition to campaign planning and set-up, and real-time personalization features, analytics tend to be a key feature set for CMM tools.
Benefits of Cross-Channel Campaign Management Software
According to vendors and reviewers, CCCM software has a variety of benefits, around both the quality of the customer experience and the impact of marketing communications on new and recurring revenue. They describe some of the advantages of managing campaigns across channels through one solution:
CCCM vs. Marketing Automation vs. All-in-One Marketing Software
Whereas CCCM tools tie together online and offline channels and aim to create a comprehensive view of the customer, most marketing automation platforms 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 throughout time. All-in-one marketing software is typically less sophisticated than either CCCM or MA, in terms of analytics and channel coverage especially, as those products are primarily intended for SMBs 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 mostly based on complexity of the product and positioning for different user bases/use cases.
Adobe acquired Neolane in July 2013 and later re-named the product Adobe Campaign. Adobe Campaign provides both marketing automation and marketing resource management functionality such as spend & financial management, workflow, and asset management.
Salesforce Marketing Cloud Email is an email marketing platform formerly know as ExactTarget before being acquired by Salesforce in 2014. Its key features include integration with other Salesforce solutions, drag-and-drop tools, A/B testing, real time tracking, and graphical reporting.
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Maropost, headquartered in Toronto with offices in New York, London, and Delhi, offers an enterprise level email marketing and automation platform for email-centric campaigns and total customer lifecycle management via an automated workflow. It features social networking "listening" to keep track...
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Built by 2 ex-Googlers, AdHawk promises to provide an easy way to manage your Google AdWords & Facebook Ad campaigns. The founders say that, after years of manually analyzing & optimizing Ad Accounts for thousands of businesses, they feel confident saying software automation makes the w...
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