Name: Understanding Campaigns in SAP Marketing Cloud
Uploaded: 2018-2-22
Duration: 496 s
Description: In this video, you'll learn how to create personalized contextual campaigns in SAP Marketing Cloud to address your customers. Please note that this video refers to "GoogleAdWords" instead of "GoogleAds". The content of the video is still valid.

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<div><div><div><div><div>In this video, you'll learn how to create personalized contextual campaigns in SAP Marketing Cloud to address your customers. </div><div><br></div><div>Please note that this video refers to "GoogleAdWords" instead of "GoogleAds". The content of the video is still valid.</div></div></div></div></div>

Understanding Campaigns in SAP Marketing Cloud

So what have we learned so far about SAP Marketing Cloud? We've learned how the customer profiling works, how we can segment our customers, and how we can build specific target groups we want to reach with our campaigns. This set the basic understanding of your customers across all channel interactions, predicting what they are likely to be interested in and their buying propensity, which drives the campaign execution. Campaign management covers the execution logic of the different types of campaigns. It also gets you acquainted with different possibilities to personalizing your marketing content. It helps to create more effective, contextual and personalized campaigns across multiple channels such as email, mobile, Facebook or Google Ads. You can strategically align campaign activities across businesses, leveraging planning and budgeting and expense management capabilities on the same platform with the ability to track campaign success. Our solution provides an easy, intuitive and a high performing campaign automation tool together with a content design studio for you to better and faster plan and execute engagements. This means campaigns can be executed more efficiently, and the capability of checking the campaign performance helps you to understand which customers you actually reached. Campaign management comes with a marketing calendar and they campaign designer to enable end to end campaigns. From planning, execution and tracking success to cost analysis within a single platform. It supports multilingual messages, creates highly personalized, contextual messages and landing pages with subscription forms and double opt in feature, which is especially important considering data privacy laws such as GDPR. Talking about data privacy? With permission marketing, you address only contacts who have shown interest and who gave permission to be contacted. In contrast, the classical marketing or interruption marketing addresses a large amount of contacts, regardless of consent and context. Since marketing consent is a legal requirement in many countries, permission marketing is mandatory. In addition to permissions and subscriptions, which are high legal requirements, you can self limit marketing communication to avoid contacting customers who actually do not want to be contacted, and as a result, reduce the risk of opt out. Campaign execution can be triggered through multiple channels such as email, SMS, mobile, push, Facebook, Google AdWords or based on highly flexible open channels for integrating with other systems via cloud platform integration or other middleware. It also allows you to, for example, automatically trigger a campaign in SAP marketing cloud. If a customer abandons their shopping cart in your commerce system. All right, so now that we know some different campaign types that SAP Marketing Cloud offers, we will see what kinds of actions you can run in the campaign designer. Of course, you can send emails or text messages, but you have many more options. For example, you can execute an a B testing campaign to gauge the initial response of different subject line versions or different types of messaging on a subset of people in a target group before actually running unmasked triggers. In case you want to continue to leverage campaigns running on other systems, for example, like SAP Sales Cloud, there are several actions you can choose from. You can create leads, appointments, and tasks to hand over to SAP Sales Cloud. In the quick guide about segmentation. We learned how we can segment our customers based on their buying propensity. In this case, we've identified the customers with high buying propensity for our product. Galo d'Oro, Mr. barista. So out of that segmentation model, I then created a target group, which I now want to use for my campaign. I will now create a periodic campaign that will send a monthly email containing recommended special coffee offers to the contacts of my target group. So let's get started by navigating to the campaigns app and creating a new campaign. I'll choose Email Campaign as the campaign type and then type in a suitable name for the campaign. Then I specify the start and end date of the campaign. And assign it to the target group I created before. Having specified the basic campaign information. I now click on create to move on to the campaign designer. Now I find myself in the campaign designer, or I can specify further campaign details such as reoccurrence and the execution logic of the campaign. Since I would like to send out a recommendation email every month, I'll set the execution of the campaign to a monthly recurrence. When I click on the target group element in the flowchart, I can verify the target group that I've assigned to the campaign. In the next step, I will select the email that I like to send to my target group. To do this, I click on the send email element on the flowchart and choose my email, which I prepared before in the Content studio of SAP Marketing Cloud. The coffee recommendations included in the email are generated by the recommendation engine of SAP marketing cloud, which offers a range of algorithms to calculate the most relevant product recommendations for the recipients. I then choose the trigger element email opened, which splits into two options Yes and no. As I want to reach as many contacts as possible, I send the follow up email to those contacts which did not open the first email. I set a waiting period of three days before the next action takes place. As that next action, I choose send email again and can now select the follow up email which I created beforehand in the Content studio of SAP Marketing Cloud. When I'm done with that, I can activate the campaign. It is also possible to implement an approval workflow so managers are able to approve the campaign before an activation is done. This can be based on the number of contacts the campaign will reach or some other predefined logic. When creating a campaign, you should remember that you can only reach those contacts which gave you the required permissions. The consent settings can be configured according to the law of the country in which you are running your campaigns. The need of marketing permissions and also some additional filters on communication categories can be handled inside the Campaign Designer and additional apps of SAP Marketing Cloud. I will now activate the campaign by clicking the done button. Followed by the start button. While your campaign is running, SAP marketing cloud allows me to view valuable insights about the campaign's success by navigating to the success tab of the campaign. I can see how many contacts I have reached and how I can see, for example, how many emails have been opened or how many links inside the mail have been clicked so far. Bounce rates and other known email marketing rates are provided for you to give you the best insights of your running or completed campaigns. Furthermore, you have the option to check performance data in the chart view where you can also see, for example, if there have been issues with sending the emails or which content was sent to how many people, and so on. To get an overview of the campaign performance and its included content, you can also click on the overview tab. Here we see charts for send emails for each content that is used in the campaign, as well as some tiles for the click through rates and more. This wraps it up for the campaign Management demo.