WHAT IS CAMPAIGN - Amazon S3 · WHAT IS CAMPAIGN AUTOMATION? The Technology That Fuels Innovation...

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Transcript of WHAT IS CAMPAIGN - Amazon S3 · WHAT IS CAMPAIGN AUTOMATION? The Technology That Fuels Innovation...

Page 1: WHAT IS CAMPAIGN - Amazon S3 · WHAT IS CAMPAIGN AUTOMATION? The Technology That Fuels Innovation Automation, specifically campaign automation, is in all probability the best marketing
Page 2: WHAT IS CAMPAIGN - Amazon S3 · WHAT IS CAMPAIGN AUTOMATION? The Technology That Fuels Innovation Automation, specifically campaign automation, is in all probability the best marketing

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WHAT IS CAMPAIGN AUTOMATION?

The Technology That Fuels InnovationAutomation, specifically campaign automation, is in all probability the best marketing resource you’ve likely never heard of. Think for a moment, of all the tasks that are involved with creating, deploying and optimizing social marketing campaigns—ideation, planning, ad creation, campaign launch, tracking, optimization and insights analysis. Then, multiply that process by numerous products, brands, agencies, locations and vendors, and you can easily see how campaign management can become real complicated real quick.

So, wouldn’t it be great if there was a process to help scope your business needs, develop technology that’s designed to bring all the normally fragmented components of your campaign together in a way where you barely have to give it a second thought? This, dear reader, is the power of campaign automation. If used properly, this tool can save countless hours for your teams, make normally impossible campaigns possible, and enable your creative process to leverage technology to develop new, innovative ideas.

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DECONSTRUCTING HOW AUTOMATION WORKS

Often marketers will find themselves in one of two scenarios. Either cutting-edge concept is crafted that is so intricate that social media buyers have no realistic way of actually executing it on their own. Or, they find themselves in a situation where they must launch campaigns at scale in order to achieve the level of ROI needed to meet specific goals handed down from executive management. In both scenarios, automation provides a customized alternative to building expensive, time-consuming solutions internally in two main ways:

The first step is establishing a foundation that

can power an array of actions and capabilities.

Unified’s Automation Engine is the technology

that serves as a base that business objectives

and strategies can be built upon. Think of this

engine like a drill that has the massive potential

to execute a lot of different campaign tactics,

but within the scope and purpose for which

the tool is built. Similarly, our automation

engine is designed to serve as the supporting

infrastructure that has the flexibility to be

modified for smaller, or more tailored tasks.

The Campaign Engine That Could1 2 Customization Is Key

Once the automation engine, or in our analogy

the “drill” is built, custom applications can

be added. These would be considered the

interchangeable “drill bits” that can be changed

based on the type of campaign at hand.

Campaigns designed for direct response can

leverage a single custom automation over a

long sustained flight, while a different custom

automation may be needed for a campaign with

potentially thousands of ads that need to be

deployed in a short period of time (e.g. holiday

promotions, live events, etc.). Both examples of

custom automations or “drill bits” fit securely

into the automation engine foundation or “drill”

to achieve unique goals at scale.

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HOW IS AUTOMATION USED?

How Automation Can Be A Game-Changer For Complex Business NeedsYou may be thinking—automation can make marketing execution easier, save time and give brands the ability to do things they’ve never been able to manually? Great. But how? First and foremost, while the concept of campaign automation can seem rather abstract because it’s built-to-order for each company based on objectives, there are some concrete examples of extremely successful projects that we can talk about to help demystify how marketers would actually usethe technology.

STREAMLINING FRAGMENTED MESSAGING

W H O W O U L D B E N E F I T

Companies with local and regional locationsor franchises.

H O W A U T O M A T I O N F I T S I N

Marketers could leverage technology to help launch hundreds of campaigns across local &/or regional pages to normalize messaging, processing and reporting.

SEQUENTIAL MESSAGING

W H O W O U L D B E N E F I T

Companies that are looking to release a content series, and use each post to cultivate a highly-engaged, interactive audience.

H O W A U T O M A T I O N F I T S I N

Automation could eliminate the manual process of evaluating who interacted the previous post (e.g. watched a video to completion), and ensure that the next release is targeted to only those users.

HYPERPERSONALIZING CONTENT

W H O W O U L D B E N E F I T

Companies looking to customize content on amassive scale.

H O W A U T O M A T I O N F I T S I N

Automation can deploy thousands of ads to a large number predetermined targeting groups, and help brands hone in on the most valued markets.

PIPELINE MARKETING

W H O W O U L D B E N E F I T

Companies looking to help move customers further along in the purchase cycle.

H O W A U T O M A T I O N F I T S I N

Marketers could use automation to find users in various stages of the buying cycle (e.g. browse, click, add to cart), and leverage CRM to present a tailored message to them based on their status.

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WHAT ARE SOME RESULTS BRANDS HAVE SEEN?

Real Campaigns With Real Impressive ResultsConstructing these automation engines, although intricate is well worth the ROI. In both cases below, the brand saw unprecedented results on campaigns that were nearly impossible to pull off manually. Each of these campaigns were so impressive in fact, that they’ve won numerous awards from Facebook, Adweek and more.

CAMPAIGN 1 | Lexus Facebook Video Campaign

Lexus wanted to drive awareness of their brand-new luxury crossover SUV, the NX, in an excruciatingly simple but powerful way. The concept was to create various comparisons between a basic audience interest and its more lavish, luxury counterpart to illustrate how the Lexus NX was a significant upgrade from standard SUVs. Utilizing Unified’s campaign automation technology, Lexus was able to implement their strategy to reach over 600 targeting groups—including 5 data-powered Custom Audience segments. The results were ultimately far exceeded the benchmarks and goals of the campaign:

3,992Ads Launchedand Optimized

1,673% Higher Engagement

Rate

1,076Personalized Videos

Deployed

315%Higher CompletedVideo View Rate

11.2MMUsers

Reached

70% More EfficientCost Per View

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CAMPAIGN 2 | Southeast Toyota Facebook Campaign

With over 166 individual dealerships, Southeast Toyota needed an efficient way to deliver consistent brand messaging, both organically and through paid campaigns, in 32 designated marketing areas (DMAs). By working with Unified to build an automation engine to drive the deployment of these ads, the auto brand was able to achieve the following:

At the end of the day, for marketers looking to normalize campaign deployment across brands, locations or even agencies, automation provides a turn-key solution to gain tremendous value from custom-built technology presented in the examples listed.

500Campaigns Launched and

Optimized In A Single Month

* * * * *

166Dealerships Equipped With New Efficiencies, Automated Posting

And Paid Amplification

200Hours Regained Per Week

That Were Normally Spent On Publishing, Amplifying, Optimizing

and Reporting

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HOW DOES AUTOMATION COMPARE TO THE ALTERNATIVE?

Technology Versus Time SpentFor most of us, a product or service is only as good as its edge over any alternatives. In this case, since campaign automation is custom-fit to specific business needs, the most comparable substitute would be to build teams internally that can manually execute the key tasks required for these types of complex campaigns. Below, we’ve put together a quick comparison to illustrate the value campaign automation can deliver in terms of the amount of resources that would potentially be needed.

SAMPLE CAMPAIGN AUTOMATIONS FOR A BRANDLet’s say that a brand wanted to create several campaigns throughout the year that would require:

· Uploading and deploying 1,000 personalized videos · Coordinating and launching thousands ads across 100 individual pages· Creating, uploading and retargeting 100 CRM targeting groups· Optimizing 1,000 micro ad units

All of these intricate tasks would in theory would take over 200 hours total to set up manually. That’s a massive amount of time a team could potentially get back to focus on tasks like strategy, creative and general content development. Here’s roughly how these tasks would break out:

SAMPLE CAMPAIGN AUTOMATIONS UNIFIED AUTOMATION MANUAL TIME SPENT

Uploading and deploying 1,000 personalized videos Approximately 50-80 Hours

Coordinating and launching thousands ads across 100 individual pages

Approximately 80-100 Hours

Creating, uploading and retargeting 100 CRM targeting groups

Approximately 15-25 Hours

Optimizing 1,000 micro ad units Approximately 16-25 Hours Per Day

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About

Unified delivers technology and services to connect marketing data sets and optimize investments across the customer journey. Unified’s software empowers Fortune 500 companies and agencies to drive marketing success in the context of their business goals. The Unified platform transforms fragmented marketing data into actionable intelligence and real-time activation. Unified has offices in New York City, San Francisco, Los Angeles, and Chicago. For more information visit www.Unified.com.

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