For marketing departments, cross-media marketing has proven to be a useful tool when it comes to increasing the success of a marketing effort.
Everyone is looking to increase the ROI that they receive from the things they create and distribute — including mailers, flyers, emails, and more. By integrating those pieces with other offers and medias, you certainly may increase the impact that the piece has on its target audience.
Well, once you’ve executed a campaign that utilized a cross-media approach, you cannot simply stop. Rather, by spending time analyzing the results, you will be better equipped to develop and execute a campaign that will perform better than your previous ones.
Here are three metrics that may prove beneficial during the analysis process:
Timing: When Did People Click
Thanks to the increasing popularity of devices such as smartphones and tablets, people truly can respond to your marketing efforts at whatever time is convenient for them. They can type in their PURL at 6am while eating breakfast, and they scan their personalized QR Code before falling asleep at night. They may even choose to read your eNewsletter on the weekend.
Marketers may reap benefits by researching and understanding when their customers and prospects are consuming information.
Are we pushing out content when it’s convenient for us, or when it’s convenient for our customers?
Sure, we can’t be awake and available at every hour throughout the day. But if a big percentage of our prospects are looking for help and more information while we are not working, we may need to find a way to better serve them.
Who Viewed the Landing Page but Did Not Submit
Yes, sales reps want hot leads! They want people that responded to your campaign, that filled out the form, and that requested help ASAP. While that group of people should certainly be given the attention that they deserve, we may reap benefits by looking at another group of folks too.
Take the time to look at who visited your landing page, but did not submit their entry on the response form.
Those people have already displayed some kind of interest in your offer — either they typed in a URL, clicked a link, scanned a QR Code or took some other sort of action.
If you can find a way to target those people in a special fashion the next time, you may be able to push them further through the funnel.
Which Content and/or Products Are Popular
The Wikipedia page does an excellent job in discussing the tie-in between personalization and cross-media.
However, companies that execute cross-media campaigns with personalized URLs may fall into the path of simply personalizing the most basic of information — First Name and perhaps Company.
But with technology today, it’s easier than ever to learn and understand what someone is interested in. By tracking what links people click on in your emails and landing pages, as well as what answers they provide on your response forms, you may be able to truly deliver one-to-one marketing materials that appeal directly to them.
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