Reach more customers using less time and revenue with cross media marketing technology and improve your return on investment by creating individualized marketing pieces that appeal to your target audience.
[dropcap]M[/dropcap]erging new technology with advertising has increasingly become necessary for businesses to compete for the attention of today’s media audiences. In fact, more than 850 pieces of direct mail pass through each consumer’s mailbox each year and millions more are seen on the Internet and in email inboxes. Marketing experts and business owners have begun asking the question, “How can I more effectively reach my target audience?” The answer has come in the form of software that links individual target market or persona data with printing and digital programs, creating viable alternatives to traditional advertising in Arkansas for your business.
The result of this advertising alternative is a segment of a marketing campaign that cultivates content, design, and placement that appeals directly to the personality and demographic that you are trying to reach. This is called cross media marketing (or one-on-one marketing) and, when used properly, it can be an innovative and effective strategy. It efficiently reaches a target market while saving the one thing that most business owners and customers do not have enough of: time.
Instead of attempting to reach an audience through broad traditional advertising methods of research, trial, and error, cross media marketing focuses on an exact demographic with personalized messages and conversion opportunities. This is no small feat when you consider the statistics. According to MindFireInc, 44% of postal mail is not opened, and only 9% of digital email campaigns result in a click-through, 5.3% of which achieve a conversion or sale. In examining the success of cross media marketing campaigns, 40% of business executives said personalized marketing showed an increase in conversions compared with other programs.
The software available in the marketplace uses segmented marketing data to pull color schemes, layout, and content to create an email campaign, website landing page, or direct mail piece that specifically appeals to one of your target audience personas. Cross media campaigns surpass the capabilities of a traditional ad campaign like those focused on television, radio, and newspaper advertising, with features such as:
- Segmentation Analysis — the ability to pull demographic information to create individual target audience personas to reach potential leads. Then, continue to use the resulting campaign data to refine them over time and eventually achieve optimal marketing success or move on, but either way, the data will show what kind of ROI you’re getting; something that is extremely hard to measure with TV or radio ads.
- Email Distribution — create highly-targeted and optimized email campaigns with higher click-through rates due to advanced testing of email content, subject lines, calls-to-actions, etc.
- Variable Data Printing — the specified demographic data allows for the design and printing software to produce messages with customized content and graphics like, for example, a customer’s name, interest, or school district. Printing materials can also include customer-specific QR codes, individualized redeemable coupons, or the link to an online personalized landing page.
- Personalized Landing Pages — a sales page on a website that prompts visitors to take action by appealing to their individual needs or interests. These personalized URLs, or PURLs, are customized to the potential customer, making them much more likely to result in a sale.
Stay on the cutting edge of marketing innovation and media technology by exploring ways to incorporate cross media marketing campaigns into your company’s strategy. Explore alternatives to traditional advertising in Arkansas by contacting Arkansas Graphics, a commercial printing company with 40 years of experience in the industry. Call today to find out how we can specifically tailor this technology to address your business needs and increase the return on your marketing investment.
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