Are We Making Cross-Media Accessible?

By | January 11, 2014

When we read about cross-media marketing, we are most likely to read about sprawling, comprehensive campaigns that involve multiple social media sites, TV, mobile, posters and billboards, integrated dashboards and real-time metrics from global brands. White papers abound from IT services and data management companies like SAS.

It’s as if cross-media marketing has to be big or it’s not effective.

But what is cross-media marketing really? It’s communicating a marketing message using multiple channels or moving consumers from one channel to another to reinforce branding or communicate a marketing message.

That means that QR Codes are cross-media marketing. Personalized URLs on direct mail or email are cross-media marketing. Direct mailers with email follow-ups are cross-media marketing. These are campaigns that are easily implemented, and as long as they are done well, they generally achieve much better results than a single channel alone.

In an ideal world, every marketer would be able to use big data, gain a 360-degree view of the customer, and start, monitor, and measure social media conversations relating to their brands. But if that’s the only way we talk about cross-media marketing, it makes these campaigns sound inaccessible to the average marketer.

It’s time to bring the cross-media marketing conversation down to earth and talk about real campaigns that are really implementable by even small and mid-sized marketers.

How are you helping your customers do that?


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4 thoughts on “Are We Making Cross-Media Accessible?

  1. Gina Testa

    Heidi is absolutely right! There is no exact formula for cross-media marketing campaigns—they can come in all shapes and sizes. But one key component in cross-media marketing is the integration of print. Studies show that marketing campaigns generate better results when multiple media are deployed, including both print and digital. A key role print plays is in serving as a source for discovering the digital world’s offerings. Whether implemented through an extensive digital and print combination or simply through QR codes and other scannable symbols, cross-media marketing can take consumers to sites automatically with a simple scan of a smart phone. While print may not always be the primary focus for cross-media marketing these days, marketers need to recognize the value and simplicity of integrating print into cross-media campaigns. In fact, these methods should excite marketers, not deter. —Gina Testa, Vice President, Xerox Worldwide Graphic Communications Business, @XeroxGinaTesta

  2. Joe Manos

    Both great posts ladies and I agree with your points!

    Marketers need help and guidance on the best practices for success. Yes, Personalized Print is highly effective when you leverage the best practices for effective marketing as part of the overall campaign strategy. I can provide the seven must haves but I won’t take time in this post.

    Additionally, each and every program has to take into account that in NA the average recipient of marketing material is available on 7.2 different channels. The first step is to identify which channels your target audience is likely to be engaged with. If you don’t know, you need to test at least 3-4 media touches to start the dialogue with prospects and refine your methodologies. I could go on but it’s all about the right message, at the right time, with the right media and then to continue an ongoing dialogue because not all prospects are ready to take action with the first touch!
    Joe Manos, Executive Vice President, MindFireInc @JEmanos

  3. Kate Dunn

    Excellent post and comments by all! The keys to Heidi’s post are:
    “communicating a marketing message using multiple channels or moving consumers from one channel to another to reinforce branding or communicate a marketing message”

    And another key to success is the coordination of those channels. I actually think it is easier for smaller organizations to do this extremely well. Larger enterprises can develop great cross channel strategies but it is very difficult for them to react quickly to what they are seeing because they may have someone at the helm of direct mail and other people running email, mobile telemarketing and brand. It’s difficult to react to what their data is telling them. I was recently talking to a couple of Fortune 100 companies and I asked the person at the helm of direct mail, which has the highest conversion and ROI by the way, how she modifies her messaging should a an email recipient click but not convert. The answer was she can’t because she can’t get the data fast enough to do anything. Any knowledge gained from the email, mobile or telemarketing sides can only be incorporated into the other channels many months later, if at all. She told me much of what they incorporate is anecdotal anyway. On the other hand small and mid-size organizations don’t have the infrastructure as their larger counterparts and they can make decisions about messaging, offers, calls to action etc real time based on what is actually happening. Cross channel has proven over and over again that it works and works better than single channels or even multiple channels used without coordination. This is a case where bigger organizations should be learning from their smaller brethren.

  4. Michael Gitzi

    Yes, I totally agree with your statements. Cross media provider have to give packaged solutions to clients. Means packages with pURL, mail and also a specific print-product. If not, it is more difficult to sell to small companies.
    We have learned this in the last two years.
    Michael Gitzi

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