Cross-media campaigns can be rewarding when properly executed. However, they also present challenges. “Connecting the dots between marketing investment and outbound generation [is a common challenge],” noted Joseph G. Scott, MAS, vice president of Scott & Associates Inc., Chanhassen, Minn. “Doing this with e-commerce clients is simple. Service businesses are a bit more challenging. Inbound marketing systems help quite a bit.”
Abunassar cited database maintenance. “Any good campaign will require that you start with—and maintain—a clean and accurate database,” he said. “On any given project, you may be working with a marketing database, a prospect database you purchased, and customer database from a CRM that all need to be scrubbed, integrated and maintained in a single location.
“At WebbMason, we have developed technology to help us accomplish this previously Herculean feat and it has dramatically improved our results,” Abunassar continued. “Developing a clean database is the single most important step to effectively manage a multi-channel campaign that links multiple online and offline marketing vehicles.”
Mannone agreed, adding content to the list of pain points. She has particularly observed a pattern where companies fail to recognize what they have or how to use the content to deliver rich campaigns. She first recommended auditing your content (both old and new). “If you don’t have a content management system, create a simple Excel file that you and your team can manage. Identify the type of piece (white paper, brochure, etc.), its title, and what it includes (project specs, project description, features and benefits, etc.),” Mannone instructed. “Now you’ll know where you can pull these pieces of information from any time you need them. As you’re compiling your file, look at what needs updating and start tracking that. As updates become available, check them off your list.”