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Strategic Cross Media Roadmaps- Everything in marketing communications has changed. Old tactics no longer apply. New approach strategies should be adopted. For those that do, new levels of revenue conversions and customer rapport await. For those seeking to rewrite their cross media marketing plan here are some core points to get the updated roadmap in gear.
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Cross Media Strategic Planning-
What To Do When You Need
More Cowbell
© 2014 Big Dog Innovations
Marketing & Raising The BarMarketing in 2014 should be able to-
Have increased impact on revenue conversions
Reduce the cost associated with customer conversions
Establish higher levels of rapport with prospects and customers
But, nobody said it would be
easy…
A Changing World ???
Media is in a state of shift.
Consumer behavior has changed.
Companies of any size can now afford powerful marketing interactive technologies.
What’s the plan, what’s the sequence?
Direct
Social Media
Online
Mobile
LESS
MORE
MORE
MORE
LESS Mass
Advertising
Simply Put…Everything has changed, old tactics no longer
apply… (or at least old tactics don’t work as well as they used to)
New approach strategies must be developed if organizations wish to thrive
For starters- all media should include “Landing Page” options more often than not
It’s the first step in building more “connect and engage”
relationships
Why Landing Pages? Landing pages, whether viewed on the
web or via mobile devices gives the marketer a much wider array of interaction opportunities
What’s meant by an interaction?Interactions may be purchases or they may be
more passive forms of engagement such as-
Download, follow, share, register
In many instances it may include a response in the form of an answer to a one question survey
This “voice of customer data” can have a huge impact on your future message and follow up strategies
Landing Pages work in your favor Because consumers today are 7x more likely
to prefer a digital form of response vs. traditional forms of response such as like business reply mail or call center discussions
Played RightIt gives the marketer a lot more ammunition to at
least start some form of engagement instead of the prospect being forced to make a buy, or no-buy decision on the spot
After all, 99 times out of 100 we’re not ready to buy at any specific moment in time, except in the instances when we’re actively searching
It’s all captureable (even though that’s not a word)
This capture-ability is kind of like gaining the “voice of the customer”
For innovative marketers instances of increased dialogue and activity capture abound
Information that can be captured can be tagged
If you can tag it, today’s affordable marketing technology systems can deliver an unlimited array of multi-touch relevant messages
This gives you the ability to warm up more opportunities, whether marketing seals the deal or passes better prospects onto sales.
Plus you can deliver follow through messaging in the media format of your prospect’s preference.
It’s kind of like having a sales staff that works 24/7/365,
just not as costly.
Start modestly, but if you ever needed more cowbell you could have it at your fingertips.
Marketing Automation
Plan
Most companies start with a phased approach. Here’s one simple way to look at it-
Phase I Phase II Phase III Phase IV
Direct Mail X X X X
EventsX X X
Social Media “Next Generation”
X X
Mobile Strategic Planning
X X
Mobile Deployment
X
On the next page you’ll see a more integrated view of cross media planning using a holistic approach to addressing social
media strategy and implementation.
This cross media portrayal includes- Initial engagement from social media
Continuing onto digital landing page engagement Followed by cross media drip nurturing follow through
Refer to our other releases on social media to see more details.
Social Media 2014 Strategic Integration
Approach Model
ObjectivesYour USP
Target Markets
Their Motivations
3.0 Marketing Message Strategy
Strategic Content Plan
Call to Action Strategy
Landing Page Dynamics
3.0 Governance DetailsAudience
Acquisition Plan
Infrastructure Enhancements
Publishing Schedule
Content Deployment
Activity & Response Captures
Nurturing Automation
Conversion & Welcoming
Crowd Sourcing Opportunities
Analysis & Refinement
*Items with yellow type are typically indicative of “new strategic practices”
To summarizeWhen thinking about upping your marketing strategy and
performance-1. Think about rewriting your communications roadmap2. Use more “interactive dialogue” in your marketing3. Do this across all media formats (*see next page for
example)4. Capture activities and responses5. Nurture what you’ve been able to capture
Consider adopting one of the many awesome cross media marketing automation engines to make your life easier
Your customers and prospects behavior patterns have changed- they’re ready for increased digital engagement
Integrated cross media marketing- more cowbell in your future
I’d love to know if this deck was helpful to you in any way.
And, if you’d like to see anything differently in the future.
Peter Winters President, Big Dog Innovations917 301-9100 [email protected]
LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/SlideShare: http://www.slideshare.net/BigDogInnovations
Cross Media Implementation Team-MSP Digital Marketingwww.mspdigital.com
