For decades, the campaign has been the workhorse of marketing. These discrete, short-term, one-way promotional initiatives from a brand to customers have typically been brand-focused vs customer-focused. If you met a "traditional" campaign at a party, it would say "Hi there. Let me tell you all about me."
Campaigns have been around for a long time because they can successfully drive sales — at least in the short term. They also are relatively easy to measure in terms of ROI. But in the last 15 years or so, technology has changed the marketing game drastically — with real-time personalization and social media — making a campaign-only approach inadequate for nurturing relationships over time and getting sustainable results.
Marketers today know that their customers and prospects have access to mountains of information about a company — for example, a company's website, peer product reviews and social media word-of-mouth. By the time they actually contact a company with the possible intent to buy, 57 percent of the customers' decision-making process has already been completed, according to the CEB Marketing Leadership Council. At that point, a prospect may just be calling for a price quote, giving salespeople less room to maneuver and actually "sell."
Today, savvy marketers must think in terms of a more circular buyer "journey," which better takes into consideration all of the touch points at which a customer interacts with a brand.
Furthermore, with multiple channels at their disposal, including social media, texting, email, web, phone, and more, customers now control the conversation and relationship with the brand. And, in this mobile and connected world, consumers expect companies to meet their needs when it's convenient for them — not when it's convenient for the company. In this environment, isolated campaigns fail to connect the dots that add up to a full brand experience. And that can let customers slip through the cracks.