Marketing Management System: Tools, Technologies, and Approaches
What tasks does marketing management solve
Choosing and setting up communication channels
It is important to determine the appropriate communication format, the required frequency of contacts, and the content of messages. This makes communications more effective and may reduce advertising costs.
Conducting campaigns and evaluating results
Brand support and development
Marketing impacts both specific products and a company's reputation as a whole. This includes increasing awareness, building loyalty, and reinforcing values that are important to the audience. Ultimately, the brand develops a lasting image that influences how it is perceived in the long run.
Working with customer data
Data collection and analysis reveal the interests and habits of the audience. This data is used to develop precise behavioral models. Customer information becomes the basis for personalized offers and campaigns that target different customer groups.
Using advanced technological systems
Modern marketing is unimaginable without digital technologies. Essential processes, from marketing channel integration to analytics, are combined into a single system for convenient management. This accelerates campaign development and makes monitoring results more transparent.
What is used for marketing management
An effective marketing management system utilizes a wide range of tools, including traditional communication channels and modern digital platforms.
| Tool | Description |
|---|---|
| Core marketing communications | Include various forms of advertising (outdoor advertising, TV, radio, and online promotion), branding, and special events. |
| Segmentation and positioning | Segmentation divides the audience into groups based on criteria such as demographics, location, interests, and others. Positioning determines how a brand stands out from competitors and what makes it special in the eyes of customers. |
| Market research | Includes analysis of consumers, competitors, trends, and industry dynamics. This helps with understanding which products or services are in demand, which segments are most promising, and how the company should adjust its promotion strategy. |
| Data analytics | Processing large amounts of information, from user behavior on a website to purchase history and social media activity. Modern BI systems and analytical platforms help structure this data, identify patterns, and calculate the effectiveness of marketing campaigns. |
| CRM systems | Designed for managing customer relationships. They record interaction history, help with communications planning, and manage the sales funnel. CRM makes marketers' work more convenient and fosters closer collaboration between sales and marketing departments. |
| CDP platforms | Combine customer information from various sources: website, mobile app, email, social media, and retail stores. This creates a unified customer profile that captures the entire history of interactions with the brand. |
What makes automation and omnichannel useful
When it is necessary to work with multiple channels and huge amounts of data, and quickly respond to market changes, manual marketing management becomes difficult. Marketing automation helps to solve this problem:
- Segmentation and targeting. Digital platforms automatically segment audiences based on specified parameters for precise communications.
- Lead scoring. Assessment of a lead's "readiness" to purchase. The system analyzes customer actions (e.g., opening emails, visiting a website, downloading materials) and assigns them a score based on their level of activity. This allows you to focus on customers with the highest potential.
- Automated reporting. Data on channels and campaigns is collected by the system without human involvement. This data is used to create dashboards and graphs that enable quick assessment and decision-making.
- End-to-end analytics. Information from various sources shows the entire customer journey. This allows you to objectively evaluate the contribution of each channel and allocate budget to the most profitable areas.
Online marketing automation allows you to cover all digital touchpoints with the user and create scenarios that are triggered in response to their actions:
- Email. Automated sending of welcome messages, onboarding emails, abandoned carts notifications, and other triggered communications.
- Push notifications. Messages in a mobile app or browser can be configured to arrive at the right time, such as when a promotion starts, or serve as a reminder about items in the cart.
- Chatbots and messengers. These operate 24/7, process requests, and collect feedback. Often, it is also possible to set up automatic responses to frequently asked questions.
- Social media. This includes scheduling and auto-publishing posts, as well as setting up advertising funnels. For example, a request from a lead form on a social network can be automatically sent to the marketing platform for further processing.
However, if the channels operate separately, the client may encounter a chaotic flow of messages. This hinders the development of a coherent dialogue and undermines trust.
Omnichannel marketing helps overcome this barrier by making communications consistent and coherent:
- a unified style and tone of voice are maintained across all channels;
- offers and promotions are synchronized and do not contradict each other;
- profile changes are instantly reflected in every system.
Despite the diversity of channels, they form a unified user journey. For customers, this means convenience and a personalized approach. For companies, this means the ability to accurately analyze audience behavior and build loyalty more effectively.
What marketing automation tools are available
Mailchimp
One of the most well-known platforms for email and content marketing. Users can conduct A/B testing of campaigns and create automated sequences that respond to specified triggers (registrations, purchases, email activity). Audiences can be segmented by tags, geolocation, behavior, and interests.
Klaviyo
The platform collects data on user activity, such as browsing, adding items to carts, order history, and more, creating a unified profile that is updated in real time. This profile is used to configure automated scenarios, personalize email and SMS campaigns, predict the customer lifecycle, and assess churn risk.
HubSpot Marketing Hub
Offers tools for email marketing, blog management, SEO optimization, and landing page creation, complemented by a built-in CRM. Here you can create automated sales funnels, set up complex scenarios and segmentation, and generate reports linking marketing activities to revenue.
ActiveCampaign
Combines email, SMS, and WhatsApp* messaging with CRM functionality. Contacts are managed through the sales and task system, leads are scored based on behavior and interactions, and personalized campaigns with branches and conditions can be built. Analytics cover a variety of metrics, including conversion and revenue.
Altcraft
- Powerful functionality. The scenario builder allows you to create communication sequences with various conditions, including combined ones. A/B/n testing is used to validate hypotheses and select the best solutions. On-Premises option allows the platform to be hosted directly on the customer's infrastructure.
- Collecting and processing data from various sources. A detailed customer profile is formed by analyzing a wide range of touchpoints: subscriptions to resources and communication channels, participation in campaigns, use of promotional codes, and much more.
- Omnichannel capabilities. The platform supports email, SMS, push notifications, messenger apps, and even custom channels on demand (such as corporate messenger apps). Different channels can be used within a single scenario system.
- Detailed analytics and ML functions. Include channel reports, click maps, interaction history, and the "Best Send Time" ML module, which suggests optimal message sending times based on user behavior.
- Integrations and flexibility. Altcraft supports webhooks for connecting external BI, DMP, and CRM systems, integration with advertising accounts (such as Google Ads and Facebook Ads*), and scheduled automatic data import from user databases.
Conclusion
Effective marketing management is an investment in a company's future. Modern digital tools integrate individual actions into a unified strategy, where each channel works to increase revenue and build customer trust.
- Facebook and WhatsApp belong to Meta Platforms Inc., a company recognized as an extremist organization and banned in the Russian Federation.
