Tag Archives: ROI

Standing out with Cross Media Marketing

iStock_000015547825Small_business_newsIn a world inundated with marketing messages and ways to receive them, it is hard to stand out in the marketing mix. Cross media campaigns are essential strategies for reaching your market, allowing you to interact on multiple channels, providing various opportunities to reach every recipient. Single channel marketing, will result in being lost, and causing lower response rates and falling short of campaign goals. You have an important message- make sure it is heard!

Cross media campaigns can combine web, cross-substrate print, mobile, email, social platforms and targeted landing pages to create more opportunities to communicate with audiences.

A successful cross media campaign delivers content and a call to action throughout multiple channels simultaneously as an integrated campaign.

“Brand awareness is fueled 44% by print & 37% by online media. Incorporate both for even better results.”

Measuring the Effectiveness of Cross Marketing Campaigns

Successful cross media campaigns begin in the planning stages: Develop a well coordinated message, a strong database, a way to strategize and streamline content and actions and develop artwork that will work across channels.

Once you know your audience, identify which platforms they engage with and deploy your message on those platforms. Start with a 2-channel campaign, test the waters then add a 3rd channel once you have developed your best practices.

Because each form of media has a different ability and benefit, identifying the audience is the first step. For example, reaching out to an older audience using SMS or Social Media, might not be as effective as reaching out to a younger audience using these forms of media.

Print media provides a physical piece of advertising that buyers can hold in their hands; when an email campaign is supported with a print piece, it creates a better rate of response than when using email alone.

Combine web with print for greater impact, and response rates.

Marketers report an average improvement of 35% for multichannel campaigns over single channel campaigns – Print in the Mix

Once you know your audience and which media to use, determine the message you want to deliver and what the call to action will be. Be consistent with your messaging, using the same images, color schemes, and other elements across all platforms to amplify and reinforce your marketing message.

What makes Cross Media campaigns effective for marketing is the ability to collect response data, and apply that data to generate interaction with leads and customers. Ideally, a campaign will drive the target audience to one action (visit a landing page, register for an event, follow on a social media channel..) where activity can be measured and interactions understood.

In the end, a successful cross media campaign should help promote brand recognition, develop customer relationships and engage customers with an interactive marketing experience to reach the campaign’s goal. Remember, the more forms of media, the more interaction and engagement from your clients. Make your next cross media campaign stand out by mixing up your media!

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Watch the TGI Cross Media video to learn the 3 rules of engagement.

 

 

Meet Our Facilitator

MC_logo_On September 12, 2013 TGI will be part of  the webinar The Art of Efficiency, Kate Dunn from InfoTrends will be joining us to facilitate the webinar. Being an expert in Marketing and Sales, we wanted to provide her background in the industry,  and to ask her a few questions about web portals and eCommerce.

Kate Dunn is CEO and founder of Digital Innovations Group (DIG) in Richmond, Virginia. Kate started her professional career in marketKateDunnHeadshoting with Xerox Corporation. After 15 years with the company, she joined Choice Communications, Inc. as vice president of marketing and sales. She was instrumental in the development of Choice 1:1, the personalized printing division in 1998. Choice was widely recognized as a leader in relevant marketing with four cases added to the PODi Best Practices in Digital Print in 2003. Kate is a frequent guest lecturer in both the undergraduate and post-graduate programs at Virginia Commonwealth University School of Business on the subjects of integrated marketing and sales.

Online Document libraries or B2B web portals are big right now, why are they gaining popularity?

Kate: Since 2008 enterprises have been looking to reduce their marketing spend and still generate results. Initially this took the form of a reduction in spending. However, organizations are starting to understand that their spend is more than what they pay their partner vendors for things like print or digital services.

Over 50% of the costs of marketing materials come from process costs to customize, warehouse, manage inventory and from obsolescence. And that doesn’t even tackle the opportunity lost from marketing that is not relevant enough to its recipients to drive response and interaction.

Today smart marketers are examining their supply chain for ways to improve their efficiency from customizing documents through to their distribution. They are also looking at ways to streamline the process for creating and producing more relevant documents like personalized or versioned direct mail, digital documents or messaging and signage. One way to do this is through the web by creating document libraries that can be customized, ordered, produced and distributed on-demand. They are ending up with more efficient processes, far less waste in their supply chain and more effective documents that deliver much higher ROI.

B2B eCommerce VS. B2C eCommerce, Can you explain the difference between the two?

Kate: eCommerce typically refers to procuring something over the web. For B2B that means companies selling to other businesses and for B2C that means companies selling to consumers. Either way the company providing the service is going to invest in user interfaces that make it easy for end users, either consumers or employees to customize, order and track what they are buying.

For B2B applications, the web interface is typically branded for the company. Including both their static documents like business cards, letterhead etc. and their customized or personalized sales and marketing materials. B2C sites are branded to the company providing the resource and have templates for postcards, books, calendars etc that can be customized by the consumer.

How are B2C and B2B eCommerce similar?

Kate: They both use the web, and streamline the process for users to customize, proof, order and track the things they want to print.

What are the main goals for companies to turn to B2B eCommerce?

Kate: They typically come at it from two sides – efficiency and effectiveness.

On the efficiency side, they want to reduce the number of steps and the time it takes to create or customize the materials. They need to operate, market or sell their services and eliminate costly handling and obsolesce within their supply chain.

On the effectiveness side they want to make the process easier for creating more relevant and personalized documents, which deliver higher response rates, more customer engagement and higher returns.

It boils down to saving money and making money.

Join us September 12, 2013 for our Webinar, The Art of Efficiency.

Sign up today!

www.tgiwebinar.com