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Oracle® CRM On Demand Marketing Release 5.4.10 |
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Home > User Guide > Managing Campaigns > About Campaigns

# About Campaigns

A campaign is an organized series of individual marketing activities created to communicate with a specific target audience to generate demand for products and solutions, entice attendance to marketing events and raise awareness and interest in your organization's solutions. Oracle CRM On Demand Marketing refers to individual marketing activities as programs within an umbrella or parent campaign. Multiple programs and different types of programs can be included in one campaign. For example, one campaign for a particular product or industry solution might include downloadable white papers, a Webinar series, a new product announcement, a newsletter, online banner advertisements, trade show invitations and even direct mail. All these activities are trackable within Oracle CRM On Demand Marketing enabling marketers to analyze campaign and activity effectiveness, response rates, and other useful metrics.

The following table describes the types of campaigns available.

Campaign Type | Description
--- | ---
Static | Static campaigns are simple, single programs, such as sending an invitation for an event.
Adaptive | Adaptive campaigns are automated campaigns that support complex multiple program executions. Use adaptive campaigns for nurturing prospects and converting them into qualified leads. Adaptive campaigns take advantage of Oracle CRM On Demand Marketing's arbitration engine. Rules are established and are based on a prospect's response to previous campaigns and offers. Oracle CRM On Demand Marketing then determines what offer can be sent to that prospect next to continue to nurture him or her with offers of value and interest.
Workflow | Dynamic workflow campaigns are another type of automated campaign for simple nurture paths. You can diagram the proposed campaign flow using a WYSIWYG editor, drag-and-drop functionality, and diagramming tools.