Cross Media Strategic Planning- What to do When You Need More Cowbell
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Cross Media Strategic Planning- What to do When You Need More Cowbell

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Strategic Cross Media Roadmaps- Everything in marketing communications has changed. Old tactics no longer apply. New approach strategies should be adopted. For those that do, new levels of revenue ...

Strategic Cross Media Roadmaps- Everything in marketing communications has changed. Old tactics no longer apply. New approach strategies should be adopted. For those that do, new levels of revenue conversions and customer rapport await. For those seeking to rewrite their cross media marketing plan here are some core points to get the updated roadmap in gear.

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Cross Media Strategic Planning- What to do When You Need More Cowbell Cross Media Strategic Planning- What to do When You Need More Cowbell Presentation Transcript

  • © 2014 Big Dog Innovations
  • Marketing & Raising The Bar  Marketing in 2014 should be able to-  Have increased impact on revenue conversions  Reduce the cost associated with customer conversions  Establish higher levels of rapport with prospects and customers
  • But, nobody said it would be easy…
  • A Changing World ???  Media is in a state of shift.  Consumer behavior has changed.  Companies of any size can now afford powerful marketing interactive technologies. What’s the plan, what’s the sequence? Direct Social Media Online Mobile LESS MORE MORE MORE LESS Mass Advertising
  • Simply Put…  Everything has changed, old tactics no longer apply… (or at least old tactics don’t work as well as they used to)  New approach strategies must be developed if organizations wish to thrive
  • For starters- all media should include “Landing Page” options more often than not It’s the first step in building more “connect and engage” relationships
  • Why Landing Pages?  Landing pages, whether viewed on the web or via mobile devices gives the marketer a much wider array of interaction opportunities
  • What’s meant by an interaction?  Interactions may be purchases or they may be more passive forms of engagement such as-  Download, follow, share, register  In many instances it may include a response in the form of an answer to a one question survey  This “voice of customer data” can have a huge impact on your future message and follow up strategies
  • Landing Pages work in your favor  Because consumers today are 7x more likely to prefer a digital form of response vs. traditional forms of response such as like business reply mail or call center discussions
  • Played Right  It gives the marketer a lot more ammunition to at least start some form of engagement instead of the prospect being forced to make a buy, or no-buy decision on the spot  After all, 99 times out of 100 we’re not ready to buy at any specific moment in time, except in the instances when we’re actively searching
  • It’s all captureable (even though that’s not a word)  This capture-ability is kind of like gaining the “voice of the customer”  For innovative marketers instances of increased dialogue and activity capture abound
  • Information that can be captured can be tagged
  • If you can tag it, today’s affordable marketing technology systems can deliver an unlimited array of multi-touch relevant messages This gives you the ability to warm up more opportunities, whether marketing seals the deal or passes better prospects onto sales. Plus you can deliver follow through messaging in the media format of your prospect’s preference.
  • It’s kind of like having a sales staff that works 24/7/365, just not as costly.
  • Start modestly, but if you ever needed more cowbell you could have it at your fingertips. Marketing Automation Plan
  • Most companies start with a phased approach. Here’s one simple way to look at it- Phase I Phase II Phase III Phase IV Direct Mail X X X X Events X X X Social Media “Next Generation” X X Mobile Strategic Planning X X Mobile Deployment X
  • On the next page you’ll see a more integrated view of cross media planning using a holistic approach to addressing social media strategy and implementation. This cross media portrayal includes-  Initial engagement from social media  Continuing onto digital landing page engagement  Followed by cross media drip nurturing follow through Refer to our other releases on social media to see more details.
  • Social Media 2014 Strategic Integration Approach Model Objectives Your USP Target Markets Their Motivations 3.0 Marketing Message Strategy Strategic Content Plan Call to Action Strategy Landing Page Dynamics 3.0 Governance Details Audience Acquisition Plan Infrastructure Enhancements Publishing Schedule Content Deployment Activity & Response Captures Nurturing Automation Conversion & Welcoming Crowd Sourcing Opportunities Analysis & Refinement *Items with yellow type are typically indicative of “new strategic practices”
  • To summarize  When thinking about upping your marketing strategy and performance- 1. Think about rewriting your communications roadmap 2. Use more “interactive dialogue” in your marketing 3. Do this across all media formats (*see next page for example) 4. Capture activities and responses 5. Nurture what you’ve been able to capture  Consider adopting one of the many awesome cross media marketing automation engines to make your life easier  Your customers and prospects behavior patterns have changed- they’re ready for increased digital engagement
  • Integrated cross media marketing- more cowbell in your future
  • I’d love to know if this deck was helpful to you in any way. And, if you’d like to see anything differently in the future. Peter Winters President, Big Dog Innovations 917 301-9100 pwinters@bigdoginnovations.com LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/ SlideShare: http://www.slideshare.net/BigDogInnovations Cross Media Implementation Team- MSP Digital Marketing www.mspdigital.com