Micro-Campaigns with Real Cookies

Over at AdRants, Steve Hall notes "The most important issue the real-time marketing trendlet has brought to the forefront -- much the same way Twitter and other social media did -- is that the campaign is dead."

He's referring to the big campaigns that brands and agencies have run for a long time, and probably will still run moving forward, but I agree with him that there will be fewer of them, and that the trend is toward more of a real time marketing approach.

He cites the Oreo Super Bowl ad/tweet (such a clever, quick idea pulled off during the power outage while the game was paused) as an example of why it's critical for brands to be executing ideas much more rapidly.

We see the same trends at Webtrends, and have started to think in terms of micro-campaigns when we're thinking of analytics and optimization solutions.  Micro-campaigns are measured in terms of hours, not days or weeks.  They are frequent, and are generally supported by social media efforts, along with search, ads, and other drivers/sources.  There are all kinds of conversion metrics, and the goals can vary, but the nature of them is consistent: move fast, double-down where things work, and reset where they don't.

Our recent developments around Webtrends Streams and Optimize are focused on helping folks who are constantly testing, constantly learning and constantly running micro-campaigns.  You can't succeed at the art of micro-campaigning if you aren't measuring them as-they-happen.  And no other solution allows you to do this like Streams.  Check it out.