The Next Wave of Cross-Media Communications: A Perfect Storm
A few savvy service providers have anticipated this shift in communications preferences and are pursuing technology solutions that can serve an expanded marketing value chain. DemandForce provides a Web-based marketing service for small businesses (doctors, dentists, real estate agents, etc.) to deliver e-mail, print and Web campaigns to clients and prospects to retain, acquire and grow customers. Tukaiz is a next-generation marketing service provider that combines print and Internet solutions to build and deliver integrated marketing campaigns.
Service providers are adding specific capabilities surrounding data analytics and more flexible composition systems that can be used to deploy an integrated campaign to a variety of cross-media channels.
A recent InfoTrends study of 217 marketers revealed that communications combining targeted print, e-mail and Web landing page channels can deliver a 35% higher response rate than print-only campaigns. Our research also shows that these integrated media campaigns (print and electronic) also have higher response rates than e-mail-only campaigns.
More than ever, marketing executives need to reach the right person with the right message through the right channels. InfoTrends believes that the recent recession, technological advances, and changes in consumer and knowledge worker behavior are driving demand for targeted and interactive cross-media communications. We also expect this shift to accelerate as marketers more effectively measure and analyze their campaign results related to targeting, messaging and channels. Marketers and service providers must redesign their workflows to deliver communications across all key channels with minimal friction, while investing more in data analytics to optimize their interactive marketing programs.
For more information on cross-media communications, InfoTrends recommends joining others interested in cross-media direct marketing communications at the InterACT! Event in Chicago (August 10-11, 2010).