“Does that style of photography capture attention? If so, it might be good for an awareness effort. Does that mobile application help simplify daily tasks for its users? If so, it’s a great fit for retention and loyalty,” Mannone suggested. “[...] It’s all about coming back to your goals and making sure that everything you do in shaping your strategy and tactics is specifically tied to meeting one or multiple of those objectives. If not, lose it.”
Cross-media marketing is about reaching “the right people, at the right time, with the right message through the right channel,” Mannone pointed out. Who are the “right people?” Segmenting prospects and tailoring messages to those segments for which the offer is most relevant is crucial.
Tony Abunassar, president of Hunt Valley, Maryland-based WebbMason Interactive, the online marketing services group of WebbMason, explained the importance of identifying how a variable such as age can influence channels.
“WebbMason has recently run a successful multi-channel program that targets seniors, with an average age of 74, as well as their health partners, who tend to be their children in their ’40s,” he recounted. “One key performance metric we measured was the target’s preferred communication channels. Our data indicated that 84 percent of those seniors we enrolled in our program prefer to receive mailed, paper communications. Conversely, 60 percent of their ‘health partners’ consider email communication a better option.”
Mannone believes that the objective naturally identifies the target audience. “Ultimately, by starting with your objective, you’re able to identify your best target segment and any sub-segments. Once you combine your specific objectives with your specific targets, you’ve narrowed the pool of tactics that are most fitting from dozens down to a handful,” she said. “Additionally, your objectives and audience work has now enabled you to determine the best creative and message strategy, based on what resonates with them.”