I explained to my colleague yesterday that we cannot rely on having marketing campaigns (e.g. promotions, contest) to sustain the business. My reason is we would never have enough resources or ideas to run 40-50 campaigns. We need to have 1 or 2 long term programs as a backbone with some campaigns as necessary.
I differentiate the 2 terms as the following – marketing programs are longer term marketing activities that consistently generate performance for the business. Marketing campaigns on the other hand have shorter term expectations, with specific purposes.
We need both. But, you will be more efficient if you can have one or two successful, backbone programs and run campaigns on top of them.