Cross media marketing can increase the reach and frequency of your message — from direct mail to email to social media — cross media tactics will give your message the ability to break through the clutter and be seen by your target audience.  In addition to increasing the number of touch points between brand and consumers, it’s also integral to add a personalized element to your marketing messages

Personalization increases the response rates for both print and digital communication methods. Integrating your personalized cross media marketing channels enables you, as a marketer, to reach your customers and prospects on multiple levels and with relevant content.

As we have discussed, databases are an extremely important element in creating a successful personalized message – whether you’re writing for email or print, you need to understand your audience.  Segmenting your target audience into smaller, more manageable groups allows you to create a message for each subgroup thats more relevant and more likely to entice that specific group to respond to your call-to-action.  By maintaining an accurate database and organizing your database information, you’re ensuring that your customized messages, both print and digital, will be relevant to each segment of your target audience.

Just as it is important to create unique, relevant messages, it is also important to integrate each of your brand’s communication channels with one another.  For example, your print messages should correlate in timing and content with your digital messages.  With the use of pURLs and QR codes it is increasingly easier to connect your offline message and your online message.  By doing so, this allows you to secure higher engagement rates with your target audience.

Overall, personalized cross media marketing gives you the opportunity to increase the number touch points your target audience has with your brand and by utilizing personalized messages your message will see a higher response rate and you will ultimately see a higher return on investments.

Timothy Freeman

President

Printing Industries