With the right campaigns, high tech reaches even higher.

















Open the doors to a dazzling campaign experience.
The Burj Khalifa — the world’s tallest building — opened in Dubai in January 2010, fascinating the world with a stunning display of fireworks, light beams, choreographed water displays, sound effects, and music. An estimated two billion people around the world watched as the newest pinnacle of human achievement was unveiled, towering 2,717 feet over Dubai. After years of design and construction, the builders and architects could appreciate the magnificent structure — and finally allow the public to enjoy the captivating experiences waiting within.
You don’t need to plan an expensive fireworks display, but your campaigns should be just as spectacular and meaningful. Once you build an effective campaign, you can give your customers an experience they’ll never forget.
Ian Schafer


“Innovation needs to be part of your culture. Customers are transforming faster than we are, and if we don’t catch up, we’re in trouble.”
Ian Schafer
CEO, Deep Focus


Source: Parks Associates

Let’s look at an example of a campaign that drives loyalty.
Our example features a fictitious tech company called We.Tech. They’re having trouble gaining new customers for their video conferencing software, so they need a campaign that will target and acquire new users and then keep them engaged.
With this goal in mind, We.Tech schedules and outlines a campaign timeline. Then they analyze their data and prepare ads aimed at their target profiles — in this case, business professionals who may be looking for video conferencing software.
After the ads go out, a prospective customer named Jane, who is a marketing manager, searches for video conferencing software.. She sees a paid link that advertises this software for new users. Jane has never used We.Tech before, but she clicks the link, which leads to We.Tech’s site. The analytics on the We.Tech site identify Jane as a first-time visitor and capture her data, like her location, operating system, browser, and more. After reading a little about the product, Jane decides to think about it, and she closes the site.
We.Tech’s marketing software identifies Jane as a part of the target segment and adds her to a retargeting audience pool. When they were setting up the campaign, the marketing team created a set of personalized ads, this time with a “trial sign-up” offer, to help them attract prospects just like Jane.
Later in the day, Jane browses the web, where she sees this new personalized offer for a free trial. While she isn’t totally sure the software is what she needs, she thinks a trial might help her know for sure, so she clicks on the link. This sends her to a personalized page that includes special one-time promotions or discounts for the video conferencing software. Jane signs up for this promotion, agrees to the trial, and exits the site.
With the data from this interaction, We.Tech can now target her once more with ultra-personalized ads across multiple channels, including email, direct mail, outbound calls, and digital media — all with the goal that Jane signs up for a full subscription.
Once Jane subscribes, the team can analyze her customer journey from start to finish across channels and determine the impact of specific activities on Jane’s decision to sign up. They can then combine these insights with third-party data to better target larger, look-alike audiences that share similar characteristics to Jane. Because they’ve automated this process, they’re able to offer similar experiences at scale.  
Campaigns like this can lead to a significant increase in customer acquisition and can help mitigate churn — especially when repeated. They create engaging customer experiences throughout the customer journey that foster loyalty and increase conversion. And, best of all, they decrease cost per lead, so besides becoming more efficient, companies like We.Tech become more profitable.
Of course, this is just an example. You should feel empowered to build the campaign that’s right for your company’s needs. The goal of your campaigns should always be to give your customers a seamless experience from start to finish. When done right, customers are more inclined to remain loyal.
Build the structure of valuable campaigns

















As impressive as the Burj Khalifa is on the outside, its inner workings are what make the building possible. Its reinforced concrete and steel infrastructure required innovation to achieve. No structure had ever required concrete to be pumped so high, and normal mixtures, especially under such hot conditions, would set before the concrete reached the desired destination.
In response, the team created their own mixture that would prevent the concrete from setting too fast. They poured at night, since the decreased temperatures helped. They also used three of the most powerful concrete pumps in the world to move the concrete. In the end, they overcame these obstacles to build the massive structure that now towers over Dubai.
Luckily, you don’t have these kinds of problems — but building engaging campaigns can sometimes feel just as daunting. The good news is, it’s not as difficult as it seems. Let’s take a look at three steps — plan, execute, and automate and measure — that help you launch the right campaign at the right time to the right audience.  
Plan the vision of your campaign.
No structure is built without a vision of its end from the beginning. Before the Burj was constructed, the builders had to understand this vision — why they were building it. To accomplish the Burj’s goal of becoming the financial and recreational center of the Middle East, chief architect Adrian Smith envisioned not only the tallest building in the world, but a building inspired by local desert flowers and traditional Muslim architecture. “It needed to be both functional and inspirational, connected to the place, the culture, and the people,” said Smith.
The campaigns you design should be just as detailed and audience specific. And you must understand what the vision for your campaign is, so you can start building one that will nurture a customer from start to finish.  
Digital technology helps marketers focus on their audience.
65.5% say it helped them reach more potential customers.
56% say it improved overall customer engagement.  
Source: Ovum and Adobe
Ultimately, your vision should reflect your customers’ objectives — and describe the intuitive, easy to use, valuable experiences that will create a bond between them and you. Your vision should also include key elements of your company’s objectives — like providing an efficient, customer-focused campaign strategy that supports the organization’s growth goals.
To start making your vision a reality, you must plan. You do this by gathering data you already have into one place. Then you can more effectively analyze the data from all your online and offline channels, including email, social media, direct mail, kiosks, and more. You must also bring your first-, second-, and third-party data together into one place.
Doing all of this allows you to build customer profiles, which then guide how you plan your campaign timeline. Then, you use that data to segment your audiences, gathering groups that are similar in behavior, type, or other characteristics.
You should also create digital content like landing pages, online offers, or other assets like videos, infographics, and brochures with your audiences in mind. This helps prepare marketing materials for the next step.
Execute your campaign plan.
After planning their vision for the Burj, construction crews began building it into reality. As the Burj climbed higher and higher, its outer buttresses stepped back in a rising spiral, reflecting the shape of a local flower, the Hymenocallis littoralis, better known as a spider lily. Beyond that, the crews added thousands of mirrored glass plates on the outside of the building to reflect the scorching desert heat.

You should be just as deliberate in executing your campaign strategy. Companies recognize this, as Econsultancy reports that nearly 80 percent of marketers either have a strategy in place or are developing a strategy to govern how they use audience data for marketing. Of that group, almost 30 percent are already seeing results from executing their plan. To join them, you must target audiences based on the customer profiles you’ve built and deliver personalized content to them.
A truly successful campaign sends offers specific to where a customer is in the journey. For example, for a subscription business, a brand-new customer should be targeted with offers for a new trial. Another customer nearing the end of their trial should see an offer with discounts to subscribe or a training offer to get started. And an existing subscriber should see offers that foster loyalty to the brand, like ads for additional licenses for teams. In all these cases, the campaign should be specific and personal.
To do this, you should make personalizing a priority, especially via web and mobile devices. You can also perform A/B testing to see which offers work and which don’t. Ultimately, you should start sorting through the audience data you’ve compiled in the previous step and start delivering personalized offers across channels.   
Automate and measure your executed campaign.
After the Burj’s structure was finished, one essential component had to be installed so that people could enjoy the building for years to come — automation. For the building, features like air conditioning, security, lighting, elevators, ventilation, and heating were a necessity for a great experience. To reduce costs and maximize efficiency, the Burj crews hired state-of-the-art teams to get these features automated.
As your customer pool grows and you gain huge amounts of data, you’ll realize that automation is more than an option — it’s a necessity. People are becoming more connected than ever, and according to Ericsson, a global leader in communication technology, there will be around 29 billion connected devices by 2022, all of them sending and receiving massive amounts of data. No human team could possibly analyze even a fraction of that data.
Marketing leaders seize the automation opportunity.
88% use or plan to use automation software.
Source: Ovum and Adobe
Fortunately, unified software lets you quickly and easily automate all your campaigns. This will free up time for your marketing teams to build more campaigns without additional workload. They can focus on what your customers really want instead of getting bogged down by technical processes.
Automation also lets data flow freely into your unified digital platform, reporting back which audiences were most responsive, which offers worked or didn’t, and more. As this happens, you’ll start to measure your data and get a comprehensive view of your campaigns — and how effective they are. You can use this data to start over with analyzing, planning, and building. And ultimately, you repeat the campaign cycle endlessly, leading to increased signups, continuous subscription, and lifelong loyalty.
Watch your campaign create valuable experiences. 

















Today, locals, tourists, and business professionals enjoy the fascinating experiences inside the Burj. Visitors can take a customized tour with their own personal tour guide to the top of the building and overlook Dubai with a bird’s-eye view. And anyone unable to visit in person can visit the Burj’s website, which includes an interactive experience that takes visitors on a virtual tour of the building.
The Burj offers a complete experience from start to finish, and they achieved this by building with the customer always in mind.
As you do this with your own campaigns, everything will fall into place. Companies like HD Supply, a tech and industrial distribution company, have already put this to the test. Historically, HD Supply struggled to create valuable campaigns. They relied on disconnected processes, systems, and channel-specific third-party vendors. They managed direct-mail and email marketing campaigns with different tools and data input sources.
In general, they lacked flexibility, and they wanted to overhaul their process. Kevin Jacobson, marketing manager at HD Supply, said, “Our marketing processes were manual. We wanted to reduce marketing lead times, gain control of campaigns, and become more agile and proactive in marketing to customers.”
By unifying their tech solutions, HD Supply can now coordinate direct-mail and email campaigns across channels. Their marketers have immediate access to the common pool of information to create new audience segments and gain fresh insights into their behavior. Now, HD Supply has automated their email campaigns, and they’re saving 400 hours of work for every direct-mail campaign. And most importantly, they have a complete view of every customer, so they can deliver personalized experiences that foster loyalty. In short, they’re more efficient, profitable, and effective.
Kevin Jacobson


“Our response rates have increased because of our targeted communications across channels. We’re far more productive and efficient as a marketing team.”
Kevin Jacobson
Marketing Manager, HD Supply Facilities Maintenance


Build a captivating campaign and foster loyalty.
The Burj Khalifa embodies humanity’s ability to boldly move into the future. It symbolizes innovation, power, and stability. And it represents the truth that achieving new heights isn’t just possible, it’s inevitable. Mohamed Alabbar, chairman of Emaar Properties that owns the Burj, said, “In Burj Khalifa, we see the triumph of Dubai’s vision of attaining the seemingly impossible and setting new benchmarks.”
Your campaigns can be just as groundbreaking and brilliant. All it takes are the right pieces working together toward the same goal.
High tech is leading the way toward a customer-centric future — a future of automated but personal campaigns. It’s time to start building meaningful campaigns. Then you’ll elevate your company to breathtaking new heights that both you and your customers will love.

Learn how to orchestrate valuable campaigns.


“Burj Dubai Ceremony Details Revealed,” Arabian Business, January 3, 2010.
“Burj Khalifa,” Emaar PJSC, 2016.
“Burj Khalifa: The World’s Tallest Building in the Heart of Downtown Dubai,” Emaar PJSC, 2016.
“Data and Analytics Statistics Compendium, January 2017,” Econsultancy, January 20, 2017.
David Russell Schilling, “World’s Tallest Building, Burj Khalifa running on ABB Custom Smart Grid,” Industry Tap, April 2, 2013.
“Fourth Annual State of Marketing: Insights and Trends from 3,500 Global Marketing Leaders,” Salesforce, June 2017.
“HD Supply Facilities Maintenance: Orchestrating Cross-Channel Marketing,” Adobe, July 2015.
“Internet of Things Forecast,” Ericsson, 2017.
“Digital Marketing in the High-Tech Industry,” Ovum and Adobe, September 2017.
Judith Dupré, Skyscrapers: A History of the World’s Most Extraordinary Buildings (New York: Workman, 2013), 8–10, 140–41.
Tanmay Parmekar, “Innovative Customer Engagement — The Essential Flavour for the Customer Experience,” LinkedIn, May 2, 2016.
*Note: Ian Schafer’s quote can be found here.
“Two Billion to Watch Burj Dubai Opening,” Maktoob Business, February 1, 2010.
“World’s Tallest Skyscraper,” YouTube video, 45:01, from a series titled Megastructures televised by National Geographic on September 17, 2012, posted by “Bubla chatterjee,” February 6, 2014.