WHAT IS CROSS MEDIA MARKETING?
Cross media marketing combines print, email, web pages, PURL’s (personalised URL’s eg. www.yoursite.co.uk/johnsmith) and mobile marketing to create engaging, response-driven campaigns. Brands can create a unique 1:1 experience, personalising each step with recipient information and changing elements of the design to reflect data segments. This could be as simple as changing the offer based upon a previous purchase or as intelligent as changing entire campaign steps such as surveys or mailings based upon responses earlier in the campaign.
Cross media marketing provides the tools to help brands assess which initiatives are performing and which are not. Campaigns can show which recipients came from the printed mailing compared to the various emails, funnelling leads dependent upon number of visits and stage reached. Cross media marketing often delivers vastly increased campaign response rates while delivering unparalleled customer insight.
WHAT CAN CROSS-MEDIA BE USED FOR?
Cross Media Marketing can be used for all types of different marketing campaigns:
- Generate New Sales Leads and Opportunities
- Seminar and Event Registration
- Perform Customer Satisfaction Surveys
- Online Questionnaires
- Distribute Personalised Vouchers
- Invitation to Attend an Event (trade show, seminar etc.) Delegates can register online and verify/update their details
- Announce a Special Offer or Sale
- Clean a Database (update, clean and verify database, plus gather further intelligence and personalised information)
- Appointment Reminder (inform customer of annual check up or service, they can then make an appointment on their personalised landing page)
- Market Research & Campaign Testing
- Product Announcements
- Loyalty Marketing (personalised offers)
- Product Warranty Registration
- Service Contract Renewals
WHAT MAKES UP A CROSS MEDIA CAMPAIGN?
PERSONALISED DIRECT MAIL
Personalised direct mail allows you to speak directly to your customer using what you know about them to create a targeted, customized, attention-grabbing message by using text, graphics, and personalized URLs that are uniquely suited to each individual you reach.
Email marketing can be a simple as sending timely and targeted e-newsletters. Email marketing software provides instant results on open rates, click-throughs and referrals so you can see live who is interested in your offer and follow up with a phone call.
Quick Response Codes are a handier way of getting to a website than typing in a URL and can be customised for different marketing campaigns, media, locations or even individual recipients. Possibly not what they were promised to be and supposedly superseded by ‘Augmented Reality’ which is also still limited by technology.
AR is an ‘image’ registered in a similar way to a QR code but when the user ‘scans’ this image on the back of your brochure, for example, the link would play a video for your viewer and make your page come alive. If you haven’t seen this before go into a LEGO store and wave an AT-AT box in front of the screen as directed and the model will walk across the box you are holding.
Personalised purl’s (PURL’s) bring direct mail and the internet together in an online offline marriage. Placing a PURL on a mailer or email maximises the power of the internet for that medium. Unique web pages for each individual recipient create a personal and engaging tactic that will get many recipients clicking through.
Use SMS and email to funnel contacts into a campaign, encourage instant redemption of vouchers and offers according to location.
Social media platforms can be used to drive traffic to cross-media campaigns and equally, any part of a campaign can be shared via social media platforms.