What is the “right” solution for your cross media marketing needs? It can be a daunting process trying to figure that out. Depending on what each vendor is pitching to the market, the cross media marketing challenge is presented differently. No doubt, each vendor will tell you their solution is the “right” solution for your needs. How do you decide which solution is really right for you?

For starters, never directly ask the vendor if what they have to offer is the right solution for your needs. Instead, consider the following questions when talking to a vendor…

How many media channels are integrated?

Majority of solutions available only combines one or two channels. Acquiring a solution is not necessary if all your efforts are focused on no more than two channels. Cross media solutions that are worthy will enable you to reach your target through various on and offline channels. In addition to emails and personal URLs, also consider data collection sites, print channels and SMS.

Is it possible to use a single set of data across all channels?

Not having to pair and map out a separate data list with each channel will save you a lot of time and resources. It also eliminates any possibilities of inconsistency between data lists. It is probably not preferred if John smith receives a post card inviting him to someone else’s personal URL.

What is the capacity for target based content?

Find out if there are limitations to publishing personalized/dynamic content. Can all content be variable based on data? Highly personalized collateral has been proven to drive higher response rates. For absolute control of personalized/dynamic content, inquire about rule-based functions.

How are creative compositions handled?

Maintaining creative integrity is critical for brand control. Some solutions may require that your creative assets be reassembled in predefined templates. You never want the essence of your brand messaging to be compromised by technical requirements. Make sure the solution is capable of supporting creative files from different design programs (e.g. Photoshop, Indesign, Flash etc…). Find out if a document editor is offered with the solution.

Can the solution be integrated with existing technologies?

A good solution should provide you with the option to integrate it seamlessly with existing workflow and technologies (e.g. CRM, analytics, server etc…). This can save you from any hassle of having to manually update and manage data between different technologies.

How much support is provided?

It is important to have as much support (technical and administrative) as possible from your vendor when employing a new technology. Find out if your vendor offers training, personal support (not a machine or an overseas call center) and progressive programs.

Willv