Anatomy of Cross-Media
With much hype around cross-media marketing and sending messages through multiple channels to all your eager prospects and clients, the most important consideration remains making sure your message is relevant.
Test results from organizations like PODi and DMA are showing personalisation combined with a PURL (personalised URLs) is, on average, doubling response rates. When you apply a database with relevant info and list segmentation, response rates are pushing 9 - 10%
The effectiveness of cross-media marketing is much improved when using PURL’s, the PURL, when done correctly within a cross-media campaign, gives the marketer many immediate insights into the effectiveness of the campaign. Better response rates are a given, but the true value of using purls and cross-media systems is the data and the actionable intelligence you gather.
Of course its not just a case of “push a button” and it all happens magically before your eyes - it takes planning and organisation to put these campaigns together, at CCG we have the expertise and knowledge to navigate our clients through this technology maze.
We focus on:
1) CONTENT the right info with the right offer/incentive creatively presented
2) CONTACT to the right person
3) CHANNEL sent via the right device and in the right format
4) TIME sent when it’s appropriate & needed
Cross-media marketing and PURLS give you the tools to build interactive relationships.