Patent Application
20060136286
Creating useful targets for marketing campaigns has long been a goal of marketers. Marketing is wasted unless it is received by someone that is interested in the marketing campaign. Large inefficiencies exist in locating and targeting prospecting customers, even if data on potential customers is easily available. Even if such data is available, oftentimes the process of attaching the marketing to data is cumbersome and inefficient.
A method of marketing to lists where lists are first order objects is disclosed. The method may include creating a marketing campaign, selecting a list to receive the marketing campaign, allowing the user to modify the list selected, allowing the user to add a work item to the marketing campaign and executing the marketing campaign. The method may also include allowing different work items to be added to different lists in the same campaign and allowing a campaign to operate for multiple lists. The method may also include creating the campaign using a template where the template may be modified and may have fields that obtain information obtained from a separate source and display the information in the template. Also, work items may include at least one of emails, direct mail, telephone calls, faxes, newspaper advertisements, electronic advertisements, and internet advertisements. Lists may be first order objects and contain contacts of a same type and contain a subset of contacts that satisfy a particular query. A computer readable medium with computer executable instructions to perform the method is also disclosed as is a computing apparatus with a processing apparatus that is programmed to perform the method.
Although the following text sets forth a detailed description of numerous different embodiments, it should be understood that the legal scope of the description is defined by the words of the claims set forth at the end of this patent. The detailed description is to be construed as exemplary only and does not describe every possible embodiment since describing every possible embodiment would be impractical, if not impossible. Numerous alternative embodiments could be implemented, using either current technology or technology developed after the filing date of this patent, which would still fall within the scope of the claims.
It should also be understood that, unless a term is expressly defined in this patent using the sentence “As used herein, the term ‘______’ is hereby defined to mean . . . ” or a similar sentence, there is no intent to limit the meaning of that term, either expressly or by implication, beyond its plain or ordinary meaning, and such term should not be interpreted to be limited in scope based on any statement made in any section of this patent (other than the language of the claims). To the extent that any term recited in the claims at the end of this patent is referred to in this patent in a manner consistent with a single meaning, that is done for sake of clarity only so as to not confuse the reader, and it is not intended that such claim term by limited, by implication or otherwise, to that single meaning. Finally, unless a claim element is defined by reciting the word “means” and a function without the recital of any structure, it is not intended that the scope of any claim element be interpreted based on the application of 35 U.S.C. § 112, sixth paragraph.
The claimed method and apparatus are operational with numerous other general purpose or special purpose computing system environments or configurations. Examples of well known computing systems, environments, and/or configurations that may be suitable for use with the methods or apparatus of the claims include, but are not limited to, personal computers, server computers, hand-held or laptop devices, multiprocessor systems, microprocessor-based systems, set top boxes, programmable consumer electronics, network PCs, minicomputers, mainframe computers, distributed computing environments that include any of the above systems or devices, and the like.
The claimed method and apparatus may be described in the general context of computer-executable instructions, such as program modules, being executed by a computer. Generally, program modules include routines, programs, objects, components, data structures, etc. that perform particular tasks or implement particular abstract data types. The methods and apparatus may also be practiced in distributed computing environments where tasks are performed by remote processing devices that are linked through a communications network. In a distributed computing environment, program modules may be located in both local and remote computer storage media including memory storage devices.
With reference to
Computer 110 typically includes a variety of computer readable media. Computer readable media can be any available media that can be accessed by computer 110 and includes both volatile and nonvolatile media, removable and non-removable media. By way of example, and not limitation, computer readable media may comprise computer storage media and communication media. Computer storage media includes both volatile and nonvolatile, removable and non-removable media implemented in any method or technology for storage of information such as computer readable instructions, data structures, program modules or other data. Computer storage media includes, but is not limited to, RAM, ROM, EEPROM, flash memory or other memory technology, CD-ROM, digital versatile disks (DVD) or other optical disk storage, magnetic cassettes, magnetic tape, magnetic disk storage or other magnetic storage devices, or any other medium which can be used to store the desired information and which can accessed by computer 110. Communication media typically embodies computer readable instructions, data structures, program modules or other data in a modulated data signal such as a carrier wave or other transport mechanism and includes any information delivery media. The term “modulated data signal” means a signal that has one or more of its characteristics set or changed in such a manner as to encode information in the signal. By way of example, and not limitation, communication media includes wired media such as a wired network or direct-wired connection, and wireless media such as acoustic, RF, infrared and other wireless media. Combinations of the any of the above should also be included within the scope of computer readable media.
The system memory 130 includes computer storage media in the form of volatile and/or nonvolatile memory such as read only memory (ROM) 131 and random access memory (RAM) 132. A basic input/output system 133 (BIOS), containing the basic routines that help to transfer information between elements within computer 110, such as during start-up, is typically stored in ROM 131. RAM 132 typically contains data and/or program modules that are immediately accessible to and/or presently being operated on by processing unit 120. By way of example, and not limitation,
The computer 110 may also include other removable/non-removable, volatile/nonvolatile computer storage media. By way of example only,
The drives and their associated computer storage media discussed above and illustrated in
The computer 110 may operate in a networked environment using logical connections to one or more remote computers, such as a remote computer 180. The remote computer 180 may be a personal computer, a server, a router, a network PC, a peer device or other common network node, and typically includes many or all of the elements described above relative to the computer 110, although only a memory storage device 181 has been illustrated in
When used in a LAN networking environment, the computer 110 is connected to the LAN 171 through a network interface or adapter 170. When used in a WAN networking environment, the computer 110 typically includes a modem 172 or other means for establishing communications over the WAN 173, such as the Internet. The modem 172, which may be internal or external, may be connected to the system bus 121 via the user input interface 160, or other appropriate mechanism. In a networked environment, program modules depicted relative to the computer 110, or portions thereof, may be stored in the remote memory storage device. By way of example, and not limitation,
At block 220, a user may be permitted to select a list to receive a marketing campaign. A marketing campaign may be a variety of different tasks. For example, one marketing campaign may be sending emails to perspective clients. Another example would be sending faxes to existing clients advising them of a sale. A list may be a first order object that contains contacts. As a list is a first order object, it can be passed as a variable, it can be sent as an email, it can be queried, it can be modified, just like any other first order object.
In addition, multiple lists can be added to receive a marketing campaign and the lists may not have to be of the same type. For example, a list of lead and a list of existing contacts and accounts may be sent an email about a new promotion. There may be no limit to the mixture of lists that may be created and attached to a marketing campaign.
At block 230, a user may be allowed to modify the list selected. For example, a user may be permitted to run an additional query on the list selected to further narrow down the list, or the user may be permitted to index through the members of the list and remove or add additional members as the user may desire.
At block 240, a user may be allowed to add work items to the marketing campaign. Work items may be sending an email, sending a fax, sending mail, or making a phone call. Further, the work items may be planning activities such as getting a budget approved, getting marketing material developed, identify potential new vendors, etc. These work items may be modeled as activities which can be assigned and scheduled. Other work items are permitted.
At block 250, the marketing campaign may be executed. This block may entail executing the work items attached to the marketing campaign at block 240. For example, if the work item was to send the email, the emails would be sent. In addition, the list may include types such as accounts, leads and contacts.
As part of the same campaign, different work items can be added to different lists in the same campaign. For example, if the campaign is to increase sales, certain contacts may receive an email as part of a campaign while other contacts may receive a piece of first class mail as part of the same campaign. In addition, work items may further include emails, direct mail, telephone calls, faxes, newspaper advertisements, electronic advertisements, and internet advertisements. Further, the campaign may operate on subsets of the lists which may allow for a more targeted campaign. For example, a list of existing customers may be part of a campaign, but key existing customers may be attached to different work items than non-key customers.
At block 310, a new campaign may be created. The manner in which a campaign is created may take numerous forms. The campaign may use existing templates to execute the campaign. In addition, the campaign may be entirely new and unrelated to any previous campaign or the campaign may be a copy of a historic campaign.
At block 320, there may be a decision to add details to the campaign. At block 330, additional details may be added to the campaign. For example, customers who had sales in the previous year of over a million dollars may be the desired target of the marketing campaign. At block 335, the list of existing customers may be added to the target list. At block 340, a decision may be made whether the required list already exists. If the list already exists, control may pass to block 345 where the list of the types such as accounts, leads and contacts are added to the campaign. If the list does not exist, control may pass to block 350 where the required list may be created and added to the target list. Control then may pass to block 355 where a decision is made whether to add more lists to the campaign. If more lists are desired to be added, control may pass to block 335 where the list may be browsed and added to the target list. If enough lists have already been added to the campaign, control may pass to block 360 where campaign work items may be added. Campaign work items may include email, fax, internet advertisements, etc. as previously displayed.
At block 365, the work activities may be executed. In this example, the campaign may include a first activity for all members of the list which would be to send an email as described in block 365 and at block 370, direct mail may be sent to the most valuable customers. The most valuable customers may be a separate list from the general customer list.
Although the forgoing text sets forth a detailed description of numerous different embodiments, it should be understood that the scope of the patent is defined by the words of the claims set forth at the end of this patent. The detailed description is to be construed as exemplary only and does not describe every possible embodiment because describing every possible embodiment would be impractical, if not impossible. Numerous alternative embodiments could be implemented, using either current technology or technology developed after the filing date of this patent, which would still fall within the scope of the claims.
Thus, many modifications and variations may be made in the techniques and structures described and illustrated herein without departing from the spirit and scope of the present claims. Accordingly, it should be understood that the methods and apparatus described herein are illustrative only and are not limiting upon the scope of the claims.
