Cross-Media in practice, what makes an effective cross media solution?

[Michel Eek]

This question was asked in the Cross Media Experts Group on Linkedin.

Hello all. This is a question that continually comes up with various prospects and colleagues, wanted to pose it to the group here. What are the technical aspects that are most important in an effective cross-media solution? Meaning: is the ability to create the campaign, manage a campaign, manage the design or the media or the metrics the most important to the end-user? IHMO, I would dare to suggest that its the management of the design of the media followed by the metrics of the campaign. What is everyone else hearing? -Yale Rieck

[David Baldaro]

I have to admit that I am biased; but if you want to be successful in delivering cross media campaigns to your customers then you need a cross-media solution that is open, scalable and integrated. Openness will allow you to work with it easily and across the various skills sets and resource, whilst not having to invest vast resource in order to use and make it productive. You need a solution that is scalable; as you might not have a need to do everything from the start but will need the comfort and security that when your customer asks you if you can do something, then you can reply easily and confidently. Integration is probably the biggest requirement. So many companies still go and use various 'best-of-bread' solutions to do the various media (one for print, one for email, on for web etc.) this is not only a dangerous and inefficient process; but it can also lead to errors when you are splitting and reuse business rules and logic across the various media. Try a select a cross-media solution that does everything within one package (Print, web, email, SMS etc.). By doing that you will improve the workflow, reduce errors, maximise on creativity and increase you chances of producing a successful campaign that can be reused easily!

[Bill Gallagher]

Measured Results.

Without the ability to truly measure and react to your responders, the advantages of using a Cross Media or Variable Data Communications (VDC) are rendered entirely useless. More often than not, I have seen companies launch VDC programs with no plan of action regarding followup to continue the established relationship. Handraisers are identified and then ignored. An even worse sin, is to not identify them at all.

My point is this, you can't manage what you don't measure. This should be the centerpiece of any and all VDC programs. The ability to react to the specific handraisers you have identified in your marketing program and to have a proper plan in place to do so.

Just because you have a fancy website or email doesn't make your programs better, it's using them properly to segment your audience and follow up with them with relevant information.

[Peter Wann]

I certainly agree with Bill's assessment. I too have seen campaigns launched, leads generated, and then nothing happens. Certainly measuring is crucial but one still needs to ensure that a fully functional turnkey system is integrated and tested to take the lead, pass it on to sales to do something with it. This point is critical as some sales organizations are not well managed and will fail even with a system in place. It is crucial that someone internally manage and monitor the process that has the juice to get people motivated and make sure everyone is doing their jobs. The leads that are not closed can languish. It is crucial that an effective strategy be implemented to ensure that all leads are marketed to regularly. Email is a very inexpensive way to stay in touch with them on a regular basis. Michel, back to your original question I would say that all of the things you mention have a certain level of interplay and are crucial to the success of the campaign. Campaign management and metrics are the result of the process in creating, designing and launching the campaign. One key point that should be mentioned in the overall success of the campaign is knowing the audience. If your data sucks so will the campaign.