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The Cross Media Advantage: Forging a Contemporary Cross-Channel Marketing Campaign

The economic downturn of the past few years has, of course, been troubling, but it’s interesting to note how powerless it has been in stalling all the marketing innovations that have arisen in its wake.


Take the mobile apps marketplace, for example. When the iPhone launched in 2007, the app was little more than a cute perk of owning a smartphone. Now, apps are a full-blown industry, with companies such as Groupon, Facebook and Google all offering their own innovative devices.

What’s more, advances in location-based technologies have allowed marketers to reach prospects as they literally walk by your storefront.

However, contemporary marketing is not about mobile technology. Well, it is, but that is only one aspect of an ideal campaign. What today’s marketers recognize is not so much the basic value of a mobile app, a Twitterthon or a radio spot, but how all those mediums work together to maximize the exposure of your brand and its ability to reach new demographics and saturate markets.

Of course, amid a recovering economy in a changing world, it’s tough to determine which areas deserve the greatest focus of efforts. As each business is different, so are their marketing priorities.

Consider a recent BtoB magazine survey. According to the study, 51.9 percent of businesses plan to increase their marketing budgets this year. Of those respondents, 78.5 percent intend to focus on online spending, 36.6 percent plan to devote their resources to direct mail and 19.2 percent plan to focus on print.

Although this online survey was largely informal, it does provide a glimpse of how marketing is evolving. Most experts agree that print is most effective in establishing contact with prospects, while online media is more effective in acquiring and retaining customers.

That being said, consider forging your marketing strategy around this basic idea. Direct mail, for example, remains one of the most effective means of piquing prospects’ interest and providing a venue through which information can be obtained and brands remembered.

But the most important element of effective marketing is creativity. Businesses need to develop unique and ingenious ways of connecting with consumers – regardless of the medium.

Use quick response codes, for example, to build a bridge between your print and digital media. Provide limited-time incentives in your mail campaigns that provoke consumers to action. Hold competitions on Twitter or create Facebook Events to spark conversations and attract the interest of prospects.

Especially with social media, consumers are becoming increasingly aware of businesses’ promotional strategies. Accordingly, today’s marketing initiatives must approach consumers in a manner that both respects their privacy and engages their interest.

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