Delivering On The Promise Of Cross Media
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The document discusses cross-media marketing campaigns and the challenges of executing them. It describes key features of cross-media like personalization, multiple touchpoints across channels, and measurement. Integrating different technologies, teams, testing and continuous improvement are important for overcoming challenges. Case studies are presented on campaigns that integrated different channels and APIs to strategically engage audiences.
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Delivering On The Promise Of Cross Media
- 1. Delivering on the Promise of Cross-Media Jeffrey Stewart CTO, Trekk Cross-Media
- 5. Create Once… Deploy Often
- 9. and Integrate Integrate Integrate
- 10. Seed the Clouds With web-to-everywhere
- 11. Create message Roadmaps to strategically engage
- 12. Define and Track Touchpoints for measuring ROI
- 13. “ If you can’t measure it, you can’t manage it”
- 17. Keeping Score $23,210 for 1055 conversions or $22 each Low Value Mid Value High Value All VDP Design A 2500/500/100 VDP Design B 750/490/195 Email A 5000/1000/250 Email B 5000/800/200 2500/400/150 Banner Ad 1 30000/250/50 Banner Ad 2 25000/250/70 AdWords 45000/500/40 $0.3/$1.7/$6.7 $1.4/$7.8 /$28 $11/$18/$45 $0.01/$5/$31
- 20. “ A good hockey player plays where the puck is.” “ A great hockey player plays where the puck is going to be.” Wayne Gretzky
- 22. Integrate Campaign Tactics with ‘ Traditional’ Cross Media
- 24. Direct Mail and Email
- 25. Mobile Devices
- 26. Twitter
- 27. Facebook Page
- 29. XMID Campaign
- 30. X M I D
- 34. Share It!
- 36. Following on Twitter By following ‘XMPieMediaPro09’ on Twitter I am initiating the conversation and expressing interest in the product, service or event.
- 37. Acknowledging the follower Campaign recognises a new follower, enters their details into the database and sends back a ‘direct message’ containing a RURL for the recipient to access. Custom Application
- 38. Initial RURL landing page November 9, 2009 The recipient accesses their RURL which contains personalised copy, as well as a random choice of 3 silhouetted images – To continue we ask to authorise. Custom Application
- 39. Authorising with Twitter Recipient authorises with Twitter, effectively granting access to XMPie to access their profile and tweet stream. This is a standard Twitter application process. Custom Application
- 40. Downloading the badge November 9, 2009 XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase. Custom Application
- 41. Downloading the badge November 9, 2009 XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase. Custom Application
- 47. Get Your Lumpy Here
- 48. Tell You Friends, who tell there friends, who…
- 50. "Technology will never replace people. People who use technology will replace people who don't."
- 51. Thanks for participating! Jeffrey Stewart Partner, CTO Trekk Cross-Media Phone: 815.262.7252 Fax: 815.962.2189 [email_address] www.Trekk.com Twitter.com/JeffreyAStewart Facebook.com/JAStewart LinkedIn.com/in/jeffreyastewart
Hinweis der Redaktion
- Historically, it has been both impractical and uneconomical for companies to customize content for all of the audiences they need to reach. Today, enhanced communication architectures make it easier to develop, package and deliver relevant, timely information to web site visitors, customers, employees and business partners. In this session, Jeffrey Stewart explains how new tools deliver integration never before possible, delivering on the promise of cross-media communications. He’ll also share how you can help customers transition from traditional to more engaging, customized, personalized marketing that can be deployed across all media – including social media. Be sure to tell me: why (besides technology barriers) the promise has been elusive. After all, Stew, you've been one of the CM promisers for more than a decade -- what are the cultural (corporate) barriers? Why is it marketers still don't really do cross-media, we still do multi-media? What needs to change inside our heads for us to realize the promise?
- Current accepted practices
- Technology such as OpenID, Facebook Connect, Google Friend Connect and Microsoft Live have created new ways for marketers and consumers to take advantage of their social graph as they travel the Web. the boundaries between the corporate Web site and the intranet are blurring. Your employees want to collaborate and share knowledge with peers who work outside your organization too. Recent announcements by YouTube, Xbox and Nintendo indicating their intent to implement Facebook Connect on their sites and devices shows the growing acceptance of the cross-sharing of content and social graphs. Compete.com estimates that over 64 million consumers used the service in the month of May 2009. 1. Quick registration 2. Improved social utility 3. Data, data, data Content from your site, including the results of polls, quizzes, transactions, etc. can also be published to your user’s Facebook Wall for all to see (and link to). Enabling portable social graphs allows marketers to assemble user profiles of customers and their habits, including whom they turn to for recommendations and whom they trust most when they’re making decisions.
- The data-driven technologies that enable personalization bring a great deal of additional value. For example, small to mid-size campaigns can now be tested easily and inexpensively. It used to be that you’d had to have a large campaign to justify the cost of testing headlines, images, copy, or lists. Now, you can test everything in very small run sizes. And, testing is critical to optimizing the return on any marketing campaign.
- The Chaos Scenario 30 Days of Chaos Day 15 - Automating serendipity. Data mining as an up sell engine. Plus $1 million to recommend a movie