As some of you may know, the Cross Media West Conference, part of PMA 2010, is coming up in a couple of weeks. It is a one day event with a focus on multi-media integration. There will be exhibits and presentations dedicated to various aspects of cross media marketing: VDP, web-to-print, multi-channel strategies, personalized urls etc… more details
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As a multi-channel/cross media technology provider, we have witnessed many great and successful campaigns launched by our customers … and then there were some that… I wouldn’t call a complete failure, but are not really a success.
“Then HOW do I launch a successful multi-channel campaign?” you may ask. Well, quite frankly, there is no single correct answer to the “how” question. It is rather a series of answers to a series of other questions that will give you the answer to the “how” question.
More than often, multi-channel campaigns don’t achieve successful results, because not enough questions were answered before answering the “how” question.
Here is a list of questions I have compiled from some of the customers who have launched multiple successful campaigns…
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Sometimes campaign data is like a clock that’s too fast or too slow. It gives you a good impression of what time it currently is, but without knowing how much faster or slower it is, you can’t be precise.
Sometimes data works in a similar way. The data you have of your customer may at times be [...]
One of the keys to succeeding in cross media marketing is “relevance.” If you religiously follow marketing blogs and news sites, you have probably read more than enough articles and posting about “relevance.” If not, here are some postings/articles you should consider reading:
Relevance in Marketing - Rohit Bhargava @ WebProNews
The Importance of Marketing Relevance - William King @ Content Caboodle
B2B Marketing in 2010: Focus on Three Key Issues - Mark Eardley @ The Long Hello
Email marketing content ‘to become more relevant’ - @ DirectNews
This is Getting Personal… - Michael Fleischner @ The Marketing Blog
The thing is, most of them only review the importance of relevance, and very few actually explore the logistics of implementation. I recently came across an article on DM News that focuses on the three biggest hurdles to achieving relevance in marketing…
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#1 Include a ‘hook’
Is there a good enough reason to respond to your campaign? This doesn’t always have to be a discount, but there needs to be a compelling reason for your recipients to act now, rather than later. Depending on your audience, a limited time offer may help boost your campaign response. (Be one [...]
For those of you who are looking for some inspiration for your next cross media/multi-touch/multi-channel campaign, here is a case study everyone can take something away from. PIP Printing and Marketing Services had recently initiated a multi-touch, cross media campaign that generated a phenomenal 27% response rate.
The mastermind behind the campaign is Zachary (Zach) Schwartz, [...]
What are the key stats you track in a campaign?
Just people who responded and bought? Or do you also analyze the people who unsubscribed from your message?
While it is important to generate conversions with your campaigns, understanding who your marketing messages is not working for is just as important.
When you analyze a campaign, track who opted-out [...]
