How to Choose Between Campaigns and Journeys in AJO?

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Campaigns and Journeys in AJO
Campaigns vs Journeys in Adobe Journey Optimizer (AJO)

Campaigns vs Journeys in Adobe Journey Optimizer (AJO)

What’s the difference and when should you use each?

When you first start working in Adobe Journey Optimizer, everything feels exciting… until you see two options staring at you:

Campaigns and Journeys

Many beginners in Adobe Journey Optimizer make this mistake:

They build a Journey when a Campaign would be easier.

Or they create a Campaign when the use case actually needs a Journey.

The result?
More complexity, less personalization, and confused marketing logic.

Let’s clear this up once and for all.

Both send messages. Both use audiences. Both are powerful. But they are designed for completely different marketing situations.

Quick One-Line Difference

Campaigns Journeys
Used for one-time or scheduled bulk messaging Used for real-time, behavior-based customer experiences

Easy way to think:
Campaign = Announcement
Journey = Story

What is a Campaign in AJO?

Campaign in AJO
Campaign in AJO
Campaign in AJO

Source: Adobe Journey Optimizer Documentation

A Campaign is used when you want to send a message to a specific audience at a fixed time. It is usually batch-based and not dependent on real-time behavior.

Real-Time Example – Campaign

Scenario: You are running a Diwali Sale.

  • Send email to all customers
  • At 10 AM on a specific date
  • With festive discount offers

You are not waiting for users to do anything. This is a planned broadcast → That’s a Campaign.

Tools You Use in Campaigns

  • Audiences from Adobe Experience Platform
  • Email, SMS, Push Designer
  • Offer Decisioning
  • Scheduling
  • Frequency Capping
  • Approval Workflows

Campaign Use Cases

  • Festival Sales
  • Monthly Newsletters
  • Product Launch Announcements
  • Feature Update Emails

What is a Journey in AJO?

Journeys in AJO
Journeys in AJO

Source: Adobe Journey Optimizer Documentation

A Journey is used when communication depends on customer behavior or events. It is real-time and automated.

Real-Time Example – Journey

Scenario:

  1. User visits website
  2. Adds shoes to cart
  3. Leaves without purchasing

AJO can now:

  • Wait 30 minutes
  • Send reminder email
  • If no purchase → Send SMS
  • If purchase → Stop communication

This is behavior-driven automation → That’s a Journey.

Tools You Use in Journeys

  • Real-time Events
  • Conditions and Decision Splits
  • Wait Activities
  • Timeouts
  • Email, SMS, Push Actions
  • Real-time Profile Data

Journey Use Cases

  • Abandoned Cart
  • Welcome Series
  • OTP Messages
  • Browsing Behavior Follow-ups
  • Loyalty Milestone Messages

Campaign vs Journey Comparison

Feature Campaign Journey
Trigger Type Manual / Scheduled Real-time Event
Timing Fixed Dynamic
Personalization Medium Very High
Use Case Broadcast Individual Experience
Customer Behavior Reaction No Yes

Easy Trick to Remember

Ask yourself:

“Am I sending this because of a DATE or because of a USER ACTION?”

Date-based → Campaign
Action-based → Journey

When Both Work Together

Smart marketers combine both:

  1. Campaign sends Black Friday offer
  2. User clicks but doesn’t buy
  3. Journey starts → Follow-up reminders

Final Summary

Situation Use
Bulk message at planned time Campaign
Reacting to user behavior Journey
Automation with decision logic Journey
Promotions & announcements Campaign

Campaigns are your marketing megaphone
Journeys are your smart marketing assistant

We will discuss Campaigns and Journeys in more detail in the upcoming posts.

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