Marketers need an easy and systemic way to touch customers in multiple media channels and to track the responses received. The key to making cross media marketing campaigns effective is not simply placing the same message on the different media. The ability to collect and analyze data on responders in a systematic way is critical. The goal is to determine customer contact preferences and touch them accordingly. Here’s how.
Step 1 – Capture Visitors: The first step in the process is to implement a means to capture who is responding to your advertising but not getting in contact. Drive prospects to the web and discover their identities with Personalized URLs or Real Time Personalization (RTP). The most common way to capture web visitors has been the use of PURLs or personalized urls which use variable data printing to target known recipients with targeted content both in print and once they arrive at a customized landing page. This process can be pricey for cold solicitations and we do not always know in advance who is going to see the message.
Static media and broadcast can drive prospects to a landing page and using Real Time Personalization create a demographic profile and serve personalized content on the fly using only their name and zip code. By adding real time personalization to your web and phone responses you can create an actionable database of responders. Opt-in or contact forms on line are not enough. Only 1 in 15 respondents to a solicitation on-line will opt-in. The key is to capture visitors even if they do not call or fill out a form.
Take away: By adding Real Time personalization to marketing you already do, you can capture an actionable list of prospects.
Step 2 – Group the Responders : The data collected in step one includes what information they reviewed and demographic traits from the national consumer databases. Without additional expense, this list can easily be segmented into groups. Advertisers will know not only who responded to their ads but what traits they have in common such as age, income, presence of children, credit worthiness and more. This intelligence allows you to craft your message to the prospect.
Take away: Group respondents based on their traits to create targeted messages that speak directly to their needs and personal characteristics.
Step 3 - Select Touch Points & Execute Campaign: Now that respondents have been identified and segmented, we can determine what message to send. Different campaigns can be run based on a variety of goals.
§ Automatic follow-up: Automatically target prospects who responded to the add but took no further action with a series of solicitations to turn them into customers.
§ Cross-sell & Up-sell: Prospects that purchased can receive follow on pieces to market additional products and services.
§ Life Cycle Management: Thank you notes, re-order reminders, referral programs, and special events can be coordinated around the sales cycle.
Take away: Automatic touches to clients can take the burden off your sales team and allow them to focus on the best leads.
The Bottom Line: Cross media marketing campaigns are a cost-effective and powerful tool for building a client database, increasing brand awareness, staying in front of customers, entering the sale cycle at the right time, capturing current sales opportunities, and managing customer life cycles. By using the data collected from real time personalization, soft leads, surveys, and opt-in marketing, highly targeted campaigns can be developed that will increase response rates and improve ROI.
