Understanding Marketing Campaigns
MARKETING > CAMPAIGNS
Generally, a marketing campaign consists of a set of coordinated commercial activities that can be designed with different ends in mind, including building a brand image, introducing a new product or increasing sales of a product already on the market. In the Orchestration Console, marketing campaigns are specifically used to grant and manage discounts.
In the Marketing application, a campaign is a container used to schedule a set of promotions targeting defined customer segments.
Campaigns
A campaign is defined by:
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A market (scope) impacted by the campaign |
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A name in one or more languages |
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The dates and times of when the campaign will run |
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The promotions that can apply to an order while the campaign is active |
Marketing campaigns are separated into the following three categories:
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Current - Draft or live campaigns which are currently valid based on their date range. |
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Future - Campaigns which have not yet begun. |
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Archived/Past - Campaigns which have either expired or have been canceled. |
Campaigns are automatically associated with the scope that they were created in. However, any campaigns created in a parent scope will be visible from its child scopes.
Promotions
A promotion is a discount or reward that applies to a customer order if specific conditions are met.
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Conditions and rewards can target products, the entire cart or shipping and payment methods. |
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Eligibility can be restricted to a single customer segment. |
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A promotion can be tied to promo codes to limit its application. |
For more information on promotions, see Specifying Conditions and Rewards, Understanding Promotion Condition Parameters and Understanding Promotion Reward Parameters.
For more details on how discounts are calculated and applied, see How Discounts are Evaluated.
Campaigns and promotions are examined by the pricing and marketing engines every time items are added to a shopping cart. Rebates are applied when the eligibility criteria are met.
Campaign Example 1: Hockeypalooza
Better Retail has created a campaign that begins shortly before Hockey season starts. It includes two complementary promotions. The first promotion gives customers 10% off all low-priced hockey-related accessories such as mouth guards, socks and water bottles. The second promotion gives 50% off the second set of shoulder pads or helmet purchased to encourage enthusiastic athletes to buy more.
Campaign Example 2: Free Shipping Thanks to Facebook
Better Retail has reached 200,000 followers on Facebook. To celebrate, they posted a promo code on their Facebook page that grants free shipping on orders over $75 between October 7-9, 2016.
This campaign contains a single promotion that targets the entire cart. Once the amount of $75 is reached, customers are entitled to free shipping if they provide the proper promo code: GRATITUDE16. Better Retail didn't set limits on the number of times the promo code can be used globally, so all their followers can use the same code and even pass it on to others. Better Retail did, however, limit the promo code to one use per customer. Once a customer has taken advantage of this promotion, it will not be usable again in their account.
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