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Demystifying Cross Media and Multi- Channel Marketing Robert Smith Alpha Printing & Mailing www.alphacmm.com
Demystifying Cross Media and Multi-Channel Marketing
Robert SmithAlpha Printing & Mailingwww.alphacmm.com
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.
Response data is collected in real-time and displayed via an online reporting dashboard 24/7. This provides measurability and a quantifiable ROI.
What is multi-channel marketing?
Using two or more different marketing channels simultaneously to reach a customer and increase effectiveness of marketing campaign.
Direct Personal Communications - direct mail, email, sms Leveraging important “unique” data about the person
Mass Media - Radio, Television, Web Ads, Retail signage, etc.
Social Media - Facebook, Linked In, Twitter
The concurrent communications reinforce each other and are funneled into a single data collection point (the landing page).
The goal is to generate a dialogue with the respondent and gather intelligence for future communications. Tracking is key.
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
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
Mobile marketing & QR codes
Mobile Marketing has hit mainstream
In June 2010 – 93% of total US population were mobile subscribers
Unlimited data and text plans are pushing usage almost beyond voice
QR CodesWhat are they?Have you used them yet?They look like this:
QR code use cases
Add them to any print advertising, flyers, posters, invites, TV ads etc., containing:
product details contact details offer details event details competition details a coupon Twitter, Facebook, MySpace IDs a link to your YouTube video
Across all generations,more people than everare using socialnetworks
Social Media
Pulling it all together…
social media
purlsemail
direct mail QR
Codes smstext
A fully integrated multi-channel marketing solution
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www.BillGates.MySpecialOffer.com
Real-time Dashboard
Let’s Examine an Award Winning Let’s Examine an Award Winning campaign step-by-stepcampaign step-by-step
Cross Media Marketing Multiple Cross Media Marketing Multiple TouchesTouches
1. Clear Objectives2. Targeted Direct Mail Piece3. Great messaging to the individual4. Email touch5. Landing page interactive dynamics6. Redirect to social media
Challenge for Robert MorrisChallenge for Robert Morris
• Current approach didn’t deliver the results they desired
• Key component: – targeted letters– postcard mailings to
prospective high school students
• Searching for ideas on how to increase the response rate and improve campaign ROI
Robert Morris University Campaign Robert Morris University Campaign ObjectivesObjectives
• Increase Awareness of Robert Morris University Among Prospective Students
• Drive Students to Campus Visit Day
• Encourage Students to Apply on line with Link to Online Application
• Encourage Students to Join RMU Social Media Communities
Robert Morris UniversityRobert Morris University
RMU4You SiteRMU4You Site
Welcome PageWelcome Page
Survey PageSurvey Page
Update ProfileUpdate Profile
Thank You (Attending) PageThank You (Attending) Page
Thank You (Attending) EmailThank You (Attending) Email
Results for Robert MorrisResults for Robert Morris• The ability to view responses
on a daily basis allowed the enrollment management team to respond in real time
• Adjusted campaign messages in successive rounds of communications
• Increase its lead pool over the previous year’s campaign by 79%
• Creating a personal and relevant “experience” is an opportunity for improved ROMI!
• Create campaigns that connect in the manner your audience prefers
MARKETING Opportunities for Growth MARKETING Opportunities for Growth
The campaign launch process
