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.

1. © 2014 Big Dog Innovations

2. 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

3. But, nobody said
it would be
easy…

4. 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

5. 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

6. 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

7. Why Landing Pages?
 Landing pages, whether viewed on the web or via
mobile devices gives the marketer a much wider
array of interaction opportunities

8. 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

9. 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

10. 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

11. 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

12. Information that can be captured
can be tagged

13. 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.

14. It’s kind of like having a sales staff that works
24/7/365,
just not as costly.

15. Start modestly, but if you ever needed more cowbell
you could have it at your fingertips.
Marketing Automation
Plan

16. 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

17. 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.

18. 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”

19. 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

20. Integrated cross media marketing-
more cowbell in your future

21. 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