Nov 16, 2011
Four Things to Keep in Mind When Developing and Implementing 1:1 Cross-Media Campaigns
By Judy Berlin, Director of Worldwide Marketing, XMPie, A Xerox Company
Now is the right time to capitalize on the growing multi-channel communication trend to engage audiences on a whole new level. But it’s important that marketers keep the following tips in mind when developing their next one-to-one cross-media campaign.
1. Hold a pre-game meeting
A cross-media campaign is usually not created and delivered by one person – it involves different people with different skills sets at different times. So it’s important to get them around the same table before diving in. Be sure everyone involved has a clear understanding of each piece’s goal to avoid inconsistency and badly designed elements. For example, if the graphic designer develops a direct-mail piece without carefully considering the differences that each variable element will make, the piece could become less effective for some of its recipients. Before starting work on a campaign, outline the objectives, define the right tools and media to achieve them, and then stick to them.
2. Good data is essential
Although design, messaging and execution are of the utmost importance, so too is the data. A marketer may not need vast quantities of intelligence about a recipient to run a campaign; however, they do need good, clean, accurate data. It’s essential to refine, cleanse, de-duplicate and sort data before implementing a live campaign. Also, don’t use a particular field in the database if there’s an unknown element to it. All data needs to be trustworthy and free of errors.
3. Simple is better
To best incorporate personalized websites into a campaign, make sure the website is relevant, fluid and not overly complex or long. If the website is simply there to reinforce a message from a previous communication, then make sure that the recipient sees that message first. If the website is there to collect information, then ensure it does so in bite-sized chunks and that the recipient knows what is expected of them. And remember, simple is always better – making a personalized website overly complex will result in recipients simply falling off when they try to interact with the campaign online.
4. Track and measure
Today’s marketers are being asked to do more with less – including justifying their spend with quantitative ROI data. To facilitate this, a good one-to-one cross-media marketing campaign should be easily trackable so that marketers can report on key performance indicators at the push of a button. Be sure to enable tracking for every important campaign variable, attribute or action.
About XMPie
XMPie®, A Xerox Company, is the leading provider of software solutions and personalization technology for 1:1 marketing. XMPie enables automatically-managed, individualized dialogues between businesses and their customers – across all touch points, media types, and time – for higher response rates and dramatic ROI. XMPie software solutions leverage the Adobe® platform and are available in three compatible product lines: uDirect® for desktop variable data printing (VDP), PersonalEffect® for integrated cross-media communications, and XMPie Hosted Services for subscription-based Software as a Service (SaaS) solutions. Add-on modules for custom configurations are available, including the award-winning uImage® for image and graphics personalization; uStore®, a Web-to-print and marketing portal platform; uChart® for dynamic charts and graphs; XMPie e-Mail Service for personalized email delivery and tracking; PersonalEffect Analytics for reporting and analysis of campaign performance; and uVideo™ for cinematic-quality video personalization. XMPie is headquartered in New York with an R&D center in Israel, and sales, support and professional service operations in the U.S., Europe and Asia Pacific. For more information, visit www.xmpie.com.
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Contact: Christine Winter, XMPie, A Xerox Company, +1-585-422-2019, christine.winter@us.xmpie.com
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