Delivering On The Promise Of Cross Media
51
Delivering on the Promise of Cross- Media Jeffrey Stewart CTO, Trekk Cross-Media
-
Upload
jeffrey-stewart -
Category
Documents
-
view
886 -
download
2
description
Historically, it has been both impractical and uneconomical for companies to customize content for all of the audiences they need to reach. Today, enhanced communication architectures make it easier to develop, package and deliver relevant, timely information to web site visitors, customers, employees and business partners. In this session, Jeffrey Stewart explains how new tools deliver integration never before possible, delivering on the promise of cross-media communications. He’ll also share how you can help customers transition from traditional to more engaging, customized, personalized marketing that can be deployed across all media – including social media.
Transcript of Delivering On The Promise Of Cross Media
Delivering on the Promise of Cross-MediaJeffrey StewartCTO, Trekk Cross-Media
Agenda
Features of Cross-Media Challenges and Solutions Show Me
Feature of Cross-Media Campaigns Personalization / Relevancy Multiple Touch, Multiple Channels Measurable and Manageable
Relevance,Relationship,
Results
Create Once… Deploy Often
Measureable Call-To-Action
Challenges and Solutions
Cross-Discipline Reducing Complexity Testing & Measurement Rinse, Lather, Repeat Launch and Learn
Cross-Discipline
PeopleGraphics Artists, Copywriters, Interactive Designers, Account Managers, Pre-Press Production, Direct Mail Experts, Programmers, Application Architects, Database Experts, System Administrators
TechnologyWeb Sites, Database Servers, Variable Data Print Engines, Workflow Management, Email Systems, Digital Asset Management, Ad Networks, Third Party API’s
and Integrate Integrate Integrate
Seed the Clouds With web-to-everywhere
Create message
Roadmaps to strategically engage
Define and Track
Touchpointsfor measuring ROI
“If you can’t measure it, you can’t manage it”
ROI = Return / Investment Return
Value of product sold (profit margin) Value of Qualified Lead (projected sales) Value of Customer Lifetime Loyalty (historically)
Investment Fixed Costs
Campaign Research and Concept DevelopmentTactic Design and Implementation Tracking and Measurement Tools
Variable CostsList Acquisition and CleansingPrinting and FulfillmentOffline and Online Ad PlacementOperation and Measurement
Measurement Metrics
Cost Per Impression
Cost Per Click Cost Per Conversion
A/B Testing
Super CrunchersWhy Thinking-by-Numbers Is the New Way to Be Smart
www.bantamdell.com
The End of Intuition
Why Thinking-by-Numbers Is the New Way to Be Smart
www.bantamdell.com
63% More likely you select Super Crunchers Ad
Keeping Score
Low Value Mid Value High Value All
VDP Design A
2500/500/100
VDP Design B
750/490/195
Email A 5000/1000/250
Email B 5000/800/200
2500/400/150
Banner Ad 1 30000/250/50
Banner Ad 2 25000/250/70
AdWords 45000/500/40
$0.3/$1.7/$6.7
$1.4/$7.8 /$28
$11/$18/$45 $0.01/$5/$31
$23,210 for 1055 conversions or $22 each
Rinse, Lather, Repeat
The Gilligan Effect Continuous Improvement Behaviors are A-Changing Test, Test and Test Again
Launch & Learn
Identify unique segment behavior Use test results to refine message and designs
Calculate individual tactic ROI Refine campaign for next cycle Or continuously improve midstream
“A good hockey player plays where the puck is.”
“A great hockey player plays where the puck is going to be.”
Wayne Gretzky
Show Me
TrekkMaps XMID Media Pro Dynamic Duo
Integrate Campaign
Tacticswith ‘Traditional’ CrossMedia
TrekkMaps.com Web Site
Direct Mail and Email
Mobile Devices
Facebook Page
Trekkmaps Quantcast
XMID Campaign
XMID
Share It!
XMPie MediaPro 09 Campaign
Core XMPie functionality
CustomApplica
tion
Custom application using XMPie’s API
Core Twitter.com functionality
Following on Twitter
By following ‘XMPieMediaPro09’ on Twitter I am initiating the conversation and expressing interest in the product, service or event.
Acknowledging the follower
Campaign recognises a new follower, enters their details into the database and sends back a ‘direct message’ containing a RURL for the recipient to access.
CustomApplica
tion
Initial RURL landing page
April 12, 2023
The recipient accesses their RURL which contains personalised copy, as well as a random choice of 3 silhouetted images – To continue we ask to authorise.
CustomApplica
tion
Authorising with Twitter
Recipient authorises with Twitter, effectively granting access to XMPie to access their profile and tweet stream. This is a standard Twitter application process.
CustomApplica
tion
Downloading the badge
April 12, 2023
XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.
CustomApplica
tion
Downloading the badge
April 12, 2023
XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.
CustomApplica
tion
Dynamic Duo Campaign
Get Your Lumpy Here
Tell You Friends, who tell there friends, who…
Wrap Up
Multi-Touch and Multi-Channel Works Cross Discipline Processes Integrate API’s are Key Continuous Improvement Launch & Learn
"Technology will never replace people. People who use technology will replace people who don't."
Thanks for participating!
Jeffrey StewartPartner, CTOTrekk Cross-Media Phone: 815.262.7252Fax: [email protected]/JeffreyAStewartFacebook.com/JAStewartLinkedIn.com/in/jeffreyastewart
