Cross-media marketing, integrated marketing, multi-channel marketing…whatever you call it…is simply combining multiple communication tools in a coordinated campaign to a defined segment of your database. The January issues of a couple of trade publications I get both had articles highlighting this topic.
Graphic Arts Monthly Magazine article: Printing's Role in a Multichannel Marketing World
Printing Impressions article: Cross-Media Services : Tomorrow's Tools Today
Both articles contain relevant and timely information. And, yes, the technology is available to do some amazing things as we look to make print a more interactive medium of communication. But in many cases, the ones who can benefit the most from using cross-media marketing services, specifically the small business, is not in a position to provide the necessary data to have a fighting chance at a successful campaign.
Few realize the value in their current customer and prospect list. It's in poor condition with inaccurate contact information on key personal and rarely includes email addresses or purchase history and preferences. Much less birthdays, favorite college, and family information. Doesn't it make sense that you "might" have a better response to your marketing efforts if you segmented the target by UNC, NC State, Florida, Florida State, etc? How valuable would an extra 5% response be?
Many need to analyze their ability to even participate in cross-media marketing efforts. Don't let the existing opportunities pass you by just because your database sucks! Take a few minutes and ask yourself some other questions as well:
2010 Cross-Media Marketing Assessment
- Do I have access to all the information I need for lead generation?
- Do I know where my web site visitors are coming from?
- Do I have the time to dedicate to campaign management?
- Am I 100% sure I know who my best customers are?
- Am I 100% sure I know who my best customers ought to be?
- Can I find more of the customers I want?
- Can I stay in contact with my B, C, and D tier customers?
- Do I know the last time I touched each customer and prospect?
- Do I target different segments with unique art, copy, and offers?
- Can I track who visits my website by name, address, and phone?
- Can I get detailed reports and verify the ROI of my campaigns?
- Do I know which versions of my advertising delivered the best results?
- Do I know which segments responded to which advertisements?
It's time to take stock of where your strengths and weaknesses are in your current marketing efforts. The best place to start is by figuring out what you DO know and it will be painfully clear what you DON'T know.
Let's get busy. If I can help you get started, just shoot me an email at: david@advantageprint24.com or visit our website at: www.AdvantagePrint24.com.
Advantage Printing is a commercial print and marketing service provider serving churches, nonprofits and small to mid-sized businesses.
Follow me on Twitter: www.twitter.com/davidamoore
David A. Moore
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