The same campaign, with the same message, the same offer, and at the same time in every channel
Getting a planned and approved campaign to the customer is the job of the execution stage; and in multi-channel marketing, this stage is the campaign’s most fragile point. The same campaign will be sent by e-mail and messaging,
published on the website and in the e-catalog, opened to the dealer on the B2B portal and to the retail customer on the B2R portal, applied at the store checkout and on the call center screen, synchronized with the social media and
advertising period, and placed in the hands of the sales team in the field. Execution is ensuring that the message, offer, price, and timing are consistent across all these channels, managing the order in which channels come into play
so that they support one another, capturing the response from every channel instantly, and correcting course while the campaign is running, if necessary.
When execution is in separate hands channel by channel, the campaign reaches the customer in fragments. The e-mail goes out on Monday, the portal is updated on Wednesday, the store checkout learns of the campaign on Friday; the customer comes to the store with
the offer from the e-mail, and the checkout cannot apply it. The dealer hears about the campaign from its customer. The price is entered wrong in one channel and the terms in another, and the difference is discovered only when a complaint arrives. Because which channel is working
and which is not cannot be seen while the campaign is running, the budget continues to be spent on the channel that does not work. Incoming responses are gathered in separate lists per channel, and the same customer is opened as three separate opportunities
from three channels; the sales team does not know which one to follow up.
In Minerva, multi-channel campaign execution is the publication of the approved campaign record to all channels in a single operation. The price, promotion, and offer rules tied to the campaign take effect at the same time and with the same content in sales, stores, the B2B and B2R portals,
the e-catalog, and the call center; start and end dates are enforced by the system, and a different starting order and wave plan can be defined per channel.
E-mail and message sends are made from within the system according to the campaign’s target audience and channel preferences; dealers and the field team access the campaign content, terms, and sales arguments through the portal and role-based screens.
Every response from every channel — portal transaction, order, call, form, store sale, dealer request — is tied to the campaign record and to the single customer identity; the same customer’s responses from different channels merge into a single opportunity
and are routed to the sales team. While the campaign is running, channel-based response, sales, and cost are monitored on real-time dashboards; a channel that is not working can be stopped, budget can be shifted to the channel that is,
the offer and duration can be updated through the approval flow, and the change is again reflected in all channels in a single operation.
Do not distribute a campaign by hand channel by channel; publish it from a single record to all channels at once, gather every response under a single customer, and manage it while it is running.