barbara a. pellow - turbocharging your business with cross media marketing. catch the wave!

© 2010 InfoTrends, Inc. www.infotrends.com

Turbo-Charging Your Business with Cross-Media Marketing: Catch the Wave!

Barbara A. PellowGroup Director, InfoTrends

2 © 2010 InfoTrends, Inc. www.infotrends.com

It’s time to catch the It’s time to catch the wave of cross-media wave of cross-media technology!technology!


Large market

Relatively easy to sell

Low barriers to entry

The Conditions are Right for Cross-Media!


It’s Time To Catch the Cross Media Wave!

• Consumer Reach and Relevance

• Marketer Demand

Cycle time

Testing

Measurability

• Available Technologies

Digital printing

Software solutions


One Size Does Not Fit All in a Cross-Media World!

• Consumers Demand:

Relevance in content

Relevance in time

Relevance in channel

Relevance in place


Relevance in Content… The Present and the Future

• Ensuring that you have created and distributed relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience… with the objective of driving profitable customer action

• Non-interruption marketing

Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent


Relevance in Time… Trigger-Based Marketing

• Communicating the right message to the right person at the right time

• Based on the premise that you communicate with your customers at a time when they have indicated a propensity to purchase

• Analyzes customer behavior to identify changes (or “triggers”) that may indicate the need for a new product or service


The Right Channel


What is the Right Channel? It Depends!

Channel Selection

• Convenience• Trust• Robustness of Content • Environmental Values


Choosing the Right Channel


The Right Place… Proximity Marketing

• The localized wireless distribution of advertising content associated with a particular place

• Transmissions are sent to individuals in a particular location who wish to receive them and have the necessary equipment to do so

• Enables retailers to attract the attention of every potential customer in proximity of their location


Reduced Cycle Time, Increased Clock Speed

Marketers Demand…


Real-Time Market Testing


Metrics for Measuring Marketing Effectiveness

Source: Exact Target: Marketing Budget 2010 Effectiveness, Measurement and Allocation Report

79%71%

65%

50%44% 43% 41% 39%

27%

5%

0%

20%

40%

60%

80%

100%


Available Technologies


Catch the Cross-Media Wave!

• Consumers• Marketers• Technology


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