Cross media marketing
19/09/2011
Cross media marketing combines direct mail, email, web and mobile communication channels to produce highly targeted marketing.
A cross media marketing campaign can be used by any company or organisation that has a database, and it can be used for a wide range of activities: cross selling, lead generation, customer retention, list cleaning, information gathering and so on. Cross media marketing is therefore the perfect mechanism for you to engage with your customers.
Most cross media marketing campaigns are based around a PURL or personalised URL. This is a personalised web page which has been specifically created and tailor-made for each individual customer. It is designed and populated with content that reflects that customer’s unique personal tastes.
This PURL can then be the starting point for an ongoing process of engagement. Customer surveys can be used directly to gather additional data from your customers about their tastes and preferences, their buying patterns and future purchasing plans. It can also be used indirectly to monitor consumer behaviour by tracking customer views, clickthroughs and dwell time on each item or page in the PURL.
All of the information that is gathered can be used to build up a complete picture of the customer. So that you can engage with them more fully.
You will be able to send out marketing that’s tailor made to suit the individual needs of every single one of your customers. You could include offers on all of their favourite products – in the style, colour and size that they want. You could offer all of the brands they love. You could cross sell other products, and offer special purchases and discounts for special occasions and family celebrations.
In short, you would be engaging and building a long-term relationship with each individual customer. Imagine the potential for long-term repeat business and the effect on your profitability.
Want to discover how to use cross media marketing to engage with your customers? Call David Thacker now on 0115 950 0510.