Cross Media Marketing | Taking Direct Mail To The Next Level | BY Jani
Many shoppers equate an immediate mail piece with another item to toss into the recycle bin. however junk, once integrated with a well-designed cross-media selling campaign, are often integrated with a business's on-line selling strategy to become a strong tool to come up with qualified leads and to convert those leads into sales. It's quite making and maintaining on-line presence and visibility (via websites, social media sites, SEO, SEM, and banner advertising). There has to be a selling combine as well as valuable, "traditional" junk selling. Combining on-line with ancient selling packs a strong punch.
Marketing Investment
What is "cross-media marketing"? merely place, it is the method of victimisation multiple selling channels, or media, to conduct a selling campaign to a audience (or audiences). What makes a cross-media program thus effective?
Direct Mail selling a pair of.0
Cross-media selling could be a heap like standard junk selling, however offers 3 key differences:
· Personalization: junk selling items ar designed to incorporate variable information fields, like names and addresses, that ar customized for every recipient. These fields will embrace a pURL that directs every recipient to their own personal landing page. This page will embrace info specifically targeted to it recipient, like event registration, opt-ins, surveys, and offers.
· Interaction: as a result of recipients ar directed to a landing page that contains content, images, and alternative info pertinent to them, they are far a lot of apt to explore and learn a lot of regarding your merchandise and services. the employment of links to social media sites and opt-in forms offers your business an on the spot chance to interact with them. Finally, as a result of landing pages ar designed to be responsive, they will be simply accessed by desktop and mobile devices, anyplace and at any time.
· Measurability: victimisation pURLs, text messages, emails, QR codes, and distinctive phone numbers on junk items provides a range of the way to trace response rates. Reports are often run pro re nata to trace campaign activity in real time; these reports are often helpful in developing future campaigns.
Another cross-media possibility is that the use of a static or generic landing page (or gURL). A gURL permits you to direct all recipients in an exceedingly targeted cluster to 1 landing page specially designed for his or her explicit section. once a gURL is clicked, or a QR code is scanned, those actions ar traceable. gURLs are often enclosed in social media posts and ads, not simply print. A business will target a section victimisation solely one page and create changes to it page pro re nata.
4 edges of Cross-Medical selling
Real-Time trailing and Results
There ar four distinct edges to victimisation cross-media selling vs. commonplace junk marketing:
1. Target associate degreed Segmentation: cross-media selling are often wont to target a selected audience (or segments of an audience). junk items are often designed and customized to an exact, metameric cluster - complete with a pURL and a QR code that leads the recipient on to their individual landing page - supported a specific list. These sections are often extracted from a bigger information supported a range of factors; solely the parameters of the information limit your ability to segment your list!
2. Tracking: results are often tracked and measured in real time. careful info is provided regarding each traveler to every page, like page visits, link clicks, and opt-in and survey responses, are often measured not solely to trace every individual campaign however conjointly to live responses over the course of resulting campaigns, in order that copy, graphics, and / or segmentation criteria are often evaluated and improved upon.
3. Flexibility: a range of junk choices are often used - from a straightforward post card to a multipage folder. additionally, multiple phases of the campaign are often used for constant audience. for instance, a post card for part One are often followed by a folder or catalog for part 2, once the results of the primary part ar evaluated and tweaked. completely different | completely different} junk items may be sent to different segments, to check response rates supported medium kind.
4. price Accountability: you'll shrewdness several items were mail-clad, the value for every piece (including prices for pURLs and postage), and therefore the range of recipients UN agency responded. supported these figures, and if closely tracked, you'll be able to quickly confirm your ROI from a campaign. this is often vital for the justification of a business's selling budget.
Plan for a eminent Cross-Media Campaign
A final note: the key to a good cross-media selling campaign is organization. confirm that your lists ar as correct and metameric as potential. make sure that your landing pages contain information assortment forms that ar clearly written, straightforward to use, and designed to collect the pertinent info you get. permit every traveler the chance to "opt-out" if desired. Develop a speedy system of follow-up for every page traveler. live your results in order that you'll be able to tweak future programs. Above all, acknowledge that cross-media selling is a necessary and power in your selling tool cabinet, how to merge ancient junk with stylish, integrated selling technology.