Size Doesn't Matter
And all you little guys out there who think you don't have the manpower and the money to back up this type of marketing, rest easy. These campaigns are at reach for everyone.
"We have all been to the big trade shows and seen the 500 lb. gorillas in the room (with their equally large budgets) give case studies about teams of MBAs and data analysts creating wondrous campaigns," Michelson said. "These kinds of cases are the exception, not the rule. Most cross-media marketing campaigns are much simpler affairs that do not require the assistance of other departments. Many marketers in large companies do not have access to corporate resources and rely on their own small budgets so most of us are in the same position. The creation of personas, business logic in Excel and the collection of data on content specific landing pages can be accomplished with simple to use Software as a Service (SaaS) with limited budgets and existing staff."