This document discusses cross-media campaigns. A cross-media campaign utilizes multiple marketing channels, such as direct mail, email, websites, and social media, to deliver coordinated messages to customers. The goal is to provide customers with a consistent brand experience across different media. Effective cross-media campaigns include direct mail with personalized URLs to track customer engagement online. They also incorporate multiple touchpoints, such as follow-up emails, to reinforce the campaign's message. Measuring customer responses allows marketers to optimize cross-channel campaigns for maximum results.
3. Fact of life…
“78% of all people read their mail over
a trash can.”
-USPS/DMA Survey
4. Fact of life…
The Internet has Changed
Everything
It changed the way buyers buy,
and the way sellers sell.
It changed the role of direct
mail…
Happens
5. Fact66% of consumers responding to
of life…
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
6. Traditional Direct Mail
The industry average for direct response marketing is
less than a 1% response rate, also:
• Delivery of piece is not verified
• Many direct mail pieces are “one time wonders”
rather than a true campaign
• Typical direct mail does not have multiple
touch points
• Typical direct mail does not include
response follow up or data capture
MOST OFTEN THERE ARE NO MEASURABLE
RESULTS, THEREFORE NO ROI (Return on
Investment)
8. Quantify Marketing Results…
• When asked how they tracked and measured return on marketing
spend, nearly 20 percent of marketers said they did not, and 34
not
percent said they were planning to introduce a formal ROI tracking
system.
system
-Marketing Sherpa and MIT study
• Companies are increasingly taking an integrated measurable
approach to their marketing, which is good because no single
marketing tool will ever be 100 percent efficient.
• “Not many companies are measuring what they are doing,
marketers need to get serious about metrics.”” According to Nancy
Costopolis, CMO for the American Marketing Association (AMA)
9. Fact of life…
Daily we encounter 2904 media messages…
We may remember 52 of them…
But 4 of them we will positively remember!
10. SO….HOW DO WE CUT THROUGH THE CLUTTER?
With more personal and relevant communication
leveraging cross-media communication!
Direct Mail Combined with Multi-Media = CROSS-MEDIA
A well executed Multi-channel marketing campaign can generate a
significant response lift over traditional marketing approaches
- Internet Advertising Bureau
12. TYPICAL FULL CIRCLE CAMPAIGN
WITH MULTIPLE TOUCH POINTS
www.BillGates.Scholastic.com
13. TYPICAL FULL CIRCLE CAMPAIGN WITH MULTIPLE TOUCH
POINTS
www.BillGates.Scholastic.com
14. TYPICAL FULL CIRCLE CAMPAIGN WITH MULTIPLE TOUCH
POINTS
www.BillGates.Scholastic.com
15. TYPICAL FULL CIRCLE CAMPAIGN WITH MULTIPLE TOUCH
POINTS
www.BillGates.Scholastic.com
16. TYPICAL FULL CIRCLE CAMPAIGN WITH MULTIPLE TOUCH
POINTS
www.BillGates.Scholastic.com
Analysis &
Reporting
17. TYPICAL FULL CIRCLE CAMPAIGN
WITH MULTIPLE TOUCH POINTS
Phase II EBlast
non-
respondents
www.BillGates.Scholastic.com
Analysis &
Reporting
18. Personalized Direct Mail Piece
Personalized URL (PURL) to capture attention in 2 locations.
OR use a general URL in combination with a Personalized Printed Message
19. Campaigns will work best with a “Call To Action”
Logon onto www.billgates.scholastic.com
To down load your report on how Read 180 can help
support your school turnaround and transform goals.
“Rethink” the CTA:
Watch a video
Down load report
showing….
Enter drawing
20. Next Prospect Logs into PURL Landing Page
Landing
Page thanks
prospect for
signing in
and
encourages
them to click
further ?
21. Next Capture & Verify Data with a Questionnaire
Gather
intelligence
on your
lead/client by
asking a few
“simple”
questions ?
22. Verify Data!
The last step verifies the prospects information
and automatically is added to database
Best opportunity to capture Email’s for future campaigns
23. Automatic Trigger Response Thank You!
ALWAYS-
Personalized
AND can be
combined
with
automated
thank you
email.
24. All Campaign Aspects can be DYNAMIC
Personalized dynamic Image, Text or Video
based on database information, to truly capture
interest
