Presentation on theme: "What is cross-media? A Cross-Media campaign is one that connects one medium to another. Example: Adding a personalized URL on a direct mail piece connects."— Presentation transcript:
What is cross-media? A Cross-Media campaign is one that connects one medium to another. Example: Adding a personalized URL on a direct mail piece connects the printed piece to the internet. Recipients are marketed to using one channel, i.e. direct mail, email, mass media, and are given the option to respond using another channel (internet/landing page). Various technologies such as PURLs, GURLs, QR codes, IMBs are integrated into the message to enable personalization, data capture, and tracking. The concurrent communications reinforce each other and are funneled into a single data collection point (the landing page). Response data is collected in real-time and displayed via an online reporting dashboard 24/7. This provides measurability and a quantifiable ROI.
One dimensional is limiting One dimensional marketing misses a large percentage of prospects that otherwise might respond to a campaign. We need to connect with each person utilizing their preferred marketing method InfoTrends reports that leading marketers today are using 3, 4, or 5 touches per campaign.
Why connect to the web? 66% of consumers responding to an offline advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, the survey says. Source: Jupiter Research
Fact of life… 78% of all people read their mail over a trash can. -USPS/DMA Survey
Marketers are looking for help The industry average for direct mail marketing is 1.3% response rate. Source: Direct Marketing Association Typical response rates can vary between.3% and 3.4% What is your average response rate? Companies that utilize relevant graphics and text can see a 2-5X lift in response rates Source: PODi
Across all generations, more people than ever are using social networks Social Media
Pulling it all together… social media purls email direct mail QR Codes sms text