Campaigns versus Conversations

Campaigns Versus Conversations by Kenneth J. Weiss Characteristics of Conversations Traditional marketing has been demarcated by periods known as campaigns. Campaigns were typically aligned around sales seasons, product launches and responses to market forces. Campaign-based thinking allowed for periods of strategy, execution and measurement. Good campaign management brought rapid cycle times. Software changes campaigns to conversations. Conversations are beautifully amorphous and adaptable with fundamentally different dynamics. By understanding the possibilities of software, campaign thinking changes to good conversation. Characteristics of Campaigns Conclusion Based on Resolution User Has Little Input in Conclusion User Has Little Input on Conclusion / Conclusion Based on Resolution The close of a campaign is typically instigated by the sponsor. Sometimes measurement indicates that the campaign has been successful or is failing to have the desired effect. Other times the constraints of cost and logistics bring about a prescribed end. The close of a conversation, however, is controlled by the user. Software allows for a low cost/no cost dialogue that can follow myriad paths and draw to a natural end when a resolution occurs. Based Upon Actual Context Based Upon Context Snapshot Purposed in Real Time Based Upon Context Snapshot / Based Upon Actual Context Production lead times create a dissonance between the observed situation and Purposed for Time Frame the audience's exposure to the campaign. Ideally the snapshot of the context is viable when the campaign runs. If not, the campaign fails or addresses an irrelevant situation. In conversations the context is continually sampled to make sure it is viable. Approach Matches Need Generalized Approach Purposed For Time Frame / Purposed in Real Time In campaigns the purpose is usually tied to some time frame, and each campaign has a limited number of purposes known as the goals and objectives. Within a conversation the purpose exists in real time and can evolve or change. Hyper-Segmented Generalized Approach / Approach Matches Needs Different members of a target might respond to different messages, types of communication, timing, imagery, etc. Campaigns, however, can not address each nuance and instead take a generalized, although honed when possible, approach. Conversations are completely adaptive and use an approach that matches the needs and biases of the target. Segmented Continuous Segmented / Hyper-Segmented Campaigns are designed to reach defined audiences. An audience can be targeted by any number of traditional and emerging attributes, but at some point targeting smaller audiences becomes cost prohibitive. Software brings amazing efficiencies that allow conversations to occur with incredibly small target audiences - right down to a one-to-one conversation. Periodic Periodic / Continuous Campaigns by their very nature have starting and stopping points. Conversations are continuous and flow uninterrupted from one to the next. From the bookSlightware - The Next Great Threat To Brands This infographic is governed by the Creative Commons cc SOME RIGHTS RESERVED Attribution-Non-Commercial ShareAlike 2.5 License. www.Slightware.com creativecommons.org