Multi-Channel is Not Necessarily Cross-Media Marketing

I was recently corrected in a conversation with a web programmer when I referred to an image's resolution as 'dpi'. As a 25 year veteran of the printing industry, 'dots per inch' is how I view the world, and it just flows off my tongue without thought. Just to see if I was truly being reprimanded, I again intentionally used 'dpi' where I should have used 'ppi' (pixels per inch). And yes, he immediately corrected me.  Though he was technically correct, the spirit of the message was clearly understood and he could have just chosen to roll with it.  So I made a game of it and continued to toy with his irritation over my obvious lack of sophistication.

A square is a rectangle, but a rectangle is not a square.  By the same logic, cross-media marketing is multi-channel marketing, but multi-channel isn't necessarily cross-media.  Make sense?
Multi-channel in marketing terms means sending outbound messaging across multiple channels simultaneously.  Print ads, direct mail, radio, billboard, banner ads, email, text messaging . . . all carrying the same congruent message in a unified voice and branding.  But multi-channel is a distinctly siloed method, in that each channel operates independently, typically in an outbound manner only.  So if you were to remove one or more channels, the others would still be functioning to reach their intended demographic without being affected by the presence or absence of other channels.  The counter-argument is that there is a branding effect that these compounded messages have over time.  And yes, that's true.  But this logic harkens back to the days when any brand interaction was good because it creates mindshare, and is a whole 'nother post for another day.

Cross-media marketing is using a multi-channel approach, but with a little something extra.  The 'cross' is the critical distinction.  With cross-media, traditional offline media such as direct mail and print ads engage with the interactive capabilities of web, mobile, and social networks.  Cross-media marketing combines data, message, media and technology to achieve this single goal: tracking and improving the return on investment (ROI) of marketing campaigns.  Tools such as personalized URL landing pages and microsites are used to bridge print and web.  Likewise, QR codes and mobile tagging strategies are used to bridge print with mobile.  The entire process is enveloped in a campaign mindset, with engagement and interactivity occurring not only cross-channel, but also between outbound and inbound messaging.

Another distinction is typically the use of analytic tools to measure the campaign's effectiveness based on ROI, and the campaign activity as it happens real time.  And while banner ad clicks can be measured, or (800) numbers tracked, cross-media is a much more holistic approach incorporating new and traditional media.  The goal is to reach the prospect with the marketing message when and where they choose to accept it, and then encouraging measurable engagement to strengthen the brand relationship or convert to a sale.

Potato, po-taw-to.  But it's useful to understand the difference as this awareness gets us to more keenly focus on how and why we are creating a marketing campaign, and what are the relationships and expectations across the delivery channels.

We're On the Road to Nowhere . . .

Aaaahhhhhh, the Talking Heads.  Yes, that was the intended reference.  But what does that have to do with printing or direct marketing?  Well, not a whole lot.  But the point of this post is about direction.  The direction you send your prospects, more specifically.  Are you sending them to "nowhere"?

As QR codes grab hold of the tech cogniscenti, and permeates into the general population with their smartphones in hand just looking for direction, they depend on you.  They depend on you and your business to send them to a place that is useful.  That has meaning,  That is friendly.  That is RELEVANT. So the typical marketing team sends respondants and prospects to . . .

their corporate website.

This may have worked as recently as a year ago, when QR codes made your team look advanced and cutting edge.  And while this isn't such a bad thing today, it isn't necessarily the best use of mobile tagging.  Why?  If you have a smartphone or web enabled mobile device, chances are you've been there.  Landing on a website designed for a large, 19" or 22" desktop monitor.  But on your phone, it's barely legible.  Specular dots that should be words.  Links you can't possibly select without striking a nearby link (affectionately dubbed 'fat fingering').  The fact is, most sites are not "mobile optimized", but rather tiny renditions of their desktop versions.  Mobile optimized means large, clearly legible links . . . streamlined content for a mobile customer . . . concise and polarized information that deliver the facts of who, what, where, when, why and how.  This means the mobile tagging, when scanned, should lead to a mobile optimized site.

Think back to just a few years ago.  Most businesses understood they needed to have a web presence.  A site that did more than just act as an electronic brochure, but one that had interactivity for their customers.  A way to transact business and engage with customers.  Today, businesses need to have that same sense of urgency, but with mobile content.  Your customers of the future - scratch, of today - are accessing your site in a mobile context.  Are you ready?

Talk with us.  Accuprint now has the ability to create complete mobile sites that mimic your current website's content.  We can keep your brand integrity intact, and synchronize your mobile site to deliver the same rich content of your desktop website.  Links, document downloads, social media, rich multimedia content including videos and MP3 audio, one-touch text messaging, mapping . . . it can all be incorporated into your mobile site.  In days, not weeks.  At a price point that won't dent your budget.  And for those DIY'ers that are itching to control their own content, we offer a complete handoff, allowing you to take over administration of your site with our intuitive content management system (CMS).  No HTML or web coding knowledge needed.  Update on the fly, add images, links, pages and more.  And our QR code manager plug-in will generate a unique QR code for each of your mobile pages, to easily include in all of your printed collateral.  And for those marketers that are tracking and measuring channels, it even comes with its own mobile site analytics.

Start your mobile solution search with Accuprint - upstate New York's authority on print and mobile integration.  Being prepared for the growing mobile transition is easier than you think.

CMO Council 2011 "State of Marketing" Outlook Published

The CMO Council has published its 2011 State of Marketing "Outlook, Intentions and Investments".  If you have never read past reports, and you are involved in marketing - particularly at an influential or senior mangement level - you owe it to yourself to get the report.  At $199, it's chock full of study results from your management peers.  Particularly what is driving their decisions today, and what keeps them up at night as they struggle to come to terms with rapid technology shifts.

Once again, but more emphasized this year, is the need for campaign measurement and results analytics.  Chief Marketing Officers know they must justify budgets and marketing spend, and simply want to know "is this working?".  Cross-media applications also are a primary marketing consideration.

And for anyone that has followed our progression over the years at Accuprint, you know these are the very processes which we specialize in.  It was exciting reading the report and realizing rather than having to force decisions and sell into these strategies, marketers are coming 'round to our rationale.  Sort of hitting our sweet spot if you will.

If you need marketing services - mobile, cross-media, direct mail, web, personalization, and most importantly, real-time campaign analytics - talk with us at Accuprint.  Until then, get this report and feed your brain.  If you don't want to spring for the full paid report, simply download the (24) pg. executive summary, which can be found here.

"Images of Upstate" Calendar Photo Contest has begun!

Accuprint's annual calendar photo contest, "Images of Upstate" is officially open to entrants.  Upload your images that you think best represent upstate New York, and have the chance to get your image published in Accuprint's 2012 annual photo calendar.  Entrants with the most public votes during the voting period in September will also win other great prizes, such as an Apple iPad 2 and more!  Let your friends and family know, and tell everyone you know to vote for your entry!

Please read the official rules, and enter the contest here!

USPS Kicking A Can Down the Road?

This phrase, typically heard these days relating to the U.S. government's pending come-uppance relating to our debt and spending deficit, can be used equally for anyone pushing off problems for another day.  It seems to be the way debt is handled these days.  Rather than simply take stock of assets, liabilities, income and expenses, cut spending and adjust behavior and conditions accordingly, most entities choose rather to bury their heads and plan on doing "something" about it at a later date.  Reminds me of the Garfield cartoon I saw as a kid, with Garfield questioning "Why bother to do something today that I can put off 'til tomorrow?".  With the USPS' recent proclamation that first class stamps here forward will be "forever" stamps, the future of the postal service is further leveraged.  While my interest in the success and future viability of the Postal Service comes as a mail services provider and direct marketing specialist at Accuprint, the investor in me finds a recent article by Peter Schiff fascinating.  For those not familiar with Schiff, he's a polarizing, opinionated personality on wall street.  And while many still try to discredit his ideas, his logic is undeniable and simple.  His take on this forever stamp, from an investor's point of view, is fascinating.

Click here to read the article.

I'm curious to hear your thoughts on this, as well as the future of U.S. mail delivery and the future of the USPS.

Print vs. Digital: Who's King of the Hill?

Well, we've talked so much about this within the print industry: Will digital kill print and create a truly "paperless" society? The short and emphatic answer . . . NO!

A LinkedIn group I belong to recently brought this to the surface once again after a report was published by KPMG examining this very issue (read the article here). The findings were interesting, and echo what we've seen over and over regarding this ridiculous battle of either/or. It is simply neither. Yes, digital is changing the way society consumes information. Emails, texting, mobile devices, iPads, netbooks, Apple TV, Sirius radio, the web . . . It's exhausting keeping up with it sometimes. But through all these advancements, print still remains viable. There will always be those like me that prefer the tactile, immediate accessability of the printed page. Others maybe not so much. That's OK. There is simply more choice these days, and that's always a good thing. I, for one, always admire an extensive library of books in someone's home. I'd much rather see these books out on display that hidden on a microchip in a Kindle. And as a voracious information consumer, I often find myself simply grabbing a book I've already read to peruse or read small snippets over again. Yet, I have some books on my iPhone that I haven't finished, and quite frankly find it exhausting and uninspiring to read from an electronic screen.

The way I see it is this. Air travel came along and everyone said trains would become obsolete; television came along and radio was supposed to die off; cable television came along and the major networks were then a thing of the past;  even within our own industry, digital printing is rumored to be slowly killing offset printing.   Well, here we are in 2010, and one of the busiest Amtrak lines sits very near my home, I listen to the radio for a couple of hours per day in my car and sometimes at home, many of my favorite shows and news reports are on the major networks, and Accuprint just invested in a new offset press this summer (digitally enhanced, but still an offset printing process). Sure, each new technology has taken a bite out of the previous technology's revenue and market share, but they eventually settle down and co-exist. David Elms of KPMG is quoted in the article and states exactly this:

"Despite the increase in the use of digital media, certain activities such as outdoor events, watching television and reading books and magazines remain hugely popular. This highlights that old and new media will co-exist and evolve together over time."

Frank Romano, recognized as one of the printing industry's gurus, has often said that print and new media "play well together". And sure, as someone whose livelihood comes from print communication, I'd love to see more print. But, I also recognize the advantages of digital technologies, and quite frankly, embrace and use them everyday. Accuprint has integrated digital into our print production processes, we offer personalized URL (PURL) marketing techniques, online campaign tracking and measuring, email marketing, QR code and mobile marketing solutions, both text and dynamic image personalization, etc.   Sure, these are not the wares of traditional commercial printing, but they certainly augment and enhance print communications. Using these incredible technologies to our advantage have helped us post our single largest month ever in sales volume, by far! So, do I believe print is dead? Again, no. Is it altering how we communicate? Definitely. Will it affect and change industries? Absolutely. But for those entrepreneurs and business owners keeping pace and integrating these technologies into their businesses, digital is not something to be feared, but rather embraced. It simply becomes another media to enhance our communication choices.

Post your commments and let us know what you think.

Email marketing continues to show declines in open rates

MailerMailer, an email marketing services provider has posted their July report online (you can read it here). It is an interesting read for anyone who believes that email marketing as a standalone channel is the singular solution to their marketing needs. What we have been seeing with our non-profit clients, and are starting to see with our private sector corporate clients as well is that they are finally realizing that, yes, the cost per touch is much cheaper online than in print, but the conversions are far lower as well. They simply aren't actuating the same revenue with a single channel approach.

The report shows that there has been a steady decline in open rates since 2007. For those unfamiliar, if your email client is set to block images (generally for security and privacy purposes), an open occurs when you enable the images to show. We talk at length to our clients about these very issues, and there seems to be a consensus that email marketing is becoming overwhelming. As such, most recipients are simply blocking or deleting emails as they come in. The report indicates these declines are most likely due to this very image blocking, more mobile devices accessing email, and list fatigue.

We have to admit, the first thing that struck us is the honesty and disclosure by MailerMailer. Especially considering this is their bread and butter. Kudos. Secondly, this is the exact same trend that other forms of direct marketing have shown over the years. We particularly see it in direct mail with list fatigue, weak offers and calls to action, and lack of customer profiling, personalization and targeting. Which leads us to step up onto our soapbox once again . . .

NO SINGLE CHANNEL IS 100% EFFECTIVE!

The most effective direct marketing process, yielding the greatest results, is still an integrated multi-channel approach. A combination of email and direct mail, a congruent message across channels, personalized URL response mechanisms, mobile integration and polarized personalization are shown time and time again to yield the greatest results. To download case studies of how other organizations are effectively using this approach, visit Accuprint's "Case Studies" here.

What has your experience been with these direct marketing channels?