Print is getting a little help from its friends. Thanks to digital enhancements, including QR codes, augmented reality and social platforms, the printed piece is positioned to engage prospects from a cross-media perspective. But this raises new questions for marketers: How can multiple channels be successfully integrated into cohesive campaigns? How do recipients prefer to receive communication? And how can results be accurately quantified?
Print+Promo turned to the experts for answers. Below, they share thoughtful approaches for launching optimal cross-media campaigns.
An effective cross-media campaign provides clients with actionable customer results. Campaigns vary in technique, but a favorable outcome hinges on strategy. Without a clear plan, companies will struggle to yield a positive return. According to Sarah Mannone, director, account services at Trekk Inc., Rockford, Ill., the best place to start is to define campaign objectives.
“Are you trying to generate leads or sales? Those are two very different things,” she commented. “Is it to build awareness of your brand, or is it to drive traffic to your website? Those require very different strategies.”
After this step is complete, marketers must prioritize their chosen objectives. Is it more important for the campaign to generate a lot of leads or convert one sale? Furthermore, what goal should the campaign deliver on to satisfy upper management?
“Carefully identifying, defining and prioritizing your goals and objectives is key,” Mannone stressed. “They not only become the pillars against which you measure and report on success, but they also give you a compass by which to direct your team and the decisions you make along the way.”
In addition, Mannone encouraged marketers to use their campaign goals as a guide. Otherwise, it will be impossible to appease the designer who wants to use certain photography, or the programmer looking to build mobile apps, she said.