In the marketing world, we know there is a lot of terminology and jargon that floats around. Multi-Channel Marketing, Cross-Media Marketing, Multi-Level Marketing, Marketing Segmentation, Enterprise Marketing, Consumer-Initiated Marketing and the list could go on and on. Some are just buzzwords, but others are true marketing techniques that are here to stay. The bottom line is that as a marketer, you want to deliver your message in the most effective way to your target customer that gets results.
At Ambit, we love helping customers develop integrated campaigns across multiple channels in a way that effectively reaches your customers and creates leads for you. And, we think this trend is here to stay, given the results we’ve personally seen and the fact that 80% of marketers plan to run cross-channel marketing campaigns in 2014. So, today on the blog, we’re talking about best practices for how your company can get started on building an effective cross-media marketing campaign.
What is Cross-Media Marketing?
So, if you’re going to build it, you should probably know what it is. In the past, marketers focused their efforts on Multi-Channel Marketing – essentially blasting out a similar message on all channels. Today, the latest technology makes it possible to take that one step further into Cross-Media Marketing – which creates an integrated campaign between all of the channels so that you are creating multiple touch points with your customer and engaging them how they want to interact with you. Most importantly, this marketing stream creates a sales funnel that tracks and delivers results.
And, On To Best Practices:
Set Yourself Up for Success
The key to a successful campaign is to strategize at the very beginning. Spend time planning about what you’d like to get out of the campaign and what you envision the end results to look like. What action do you want to encourage your customers to take at the end of the campaign? How many sales or customers would you like to see going through the sales funnel? When you have specific goals setup, only then can you start to develop the plan to execute on them.
Decide Which Channels To Utilize
Next, you want to determine what channels in your available arsenal to distribute your message and decide if those are the most effective channels for your particular audience. You can throw together email, social media, direct mail, QR codes, mobile and more! There are perhaps an unlimited list of options in today’s ever-increasing marketing platform options, but one thing to remember here is not to go overboard and not to pull from every available option. For reference, a 2014 study revealed that the majority of marketers choose to integrate 3-4 channels in a cross-media marketing campaign. Utilizing just a few options will ensure the campaign is manageable and set you up to track results.
Set Yourself Up for Integration
So, you know what you need to do, but the question is how to actually go about doing it. This is the biggest challenge for marketers. In fact, a 2014 study found that only 7% of companies are setup to deliver effective cross-channel marketing activities and 35% are not really geared up for them. The solution? Technology of course! In today’s world, technology is constantly evolving and becoming more and more accessible, which is great for smaller businesses and those that can’t afford huge budgets. At Ambit, our technology ties the desired media channels together tracking where prospects engage the campaign and what their actions are throughout. Leads appear in the campaign dashboard our clients access or, with some custom work are automatically integrated with your CRM system. They are then routed based on the desired follow-up action of a sales call or registration or inclusion in an automated marketing channel. This step is essential to ensure that your marketing efforts are driven to close sales. Whatever system you move forward with, ensure that you’re utilizing the right technology and have a live team to help support integration.
Understand and Utilize Results
The campaign doesn’t end when the leads come through your campaign dashboard and your sales team has followed up and moved them to the next leve. Not only do you need to track them through completion and ensure consistent follow up, but you also need to analyze results post-campaign to understand what worked and what didn’t so that in the future you can continue to refine your strategy and utilize the channels in the most effective way. Think of every campaign as a learning experience to understand your customer and the more information you have, the more you’ll improve in the future.
Focus on the Customer Experience
Throughout the campaign, it’s important to focus on your customer and the experience that they are receiving throughout. It’s easy to get bogged down in the complexities and challenges, but remembering this simple factor throughout the campaign will keep you focused on your end goal – to provide a superior customer experience so that they’ll continue to come back for more.
Contact us today for a free cross-media marketing demo.