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Cross Media: Does it Work? Is it Necessary?

Dean Petrulakis  LinkedIn  Twitter

Senior Vice President, Business Development

Rider Dickerson


Back in May, Sally Hogshead keynoted the 2nd annual printForum conference hosted by Rider Dickerson.  Sally captivated the audience with a riveting presentation that focused on her trademark 7 Triggers of Fascination.  Among the many salient points Sally made that afternoon, one that had jaws dropping, was the revelation that her proprietary research had revealed that the average attention span of humans today is 9 seconds. 9 seconds!  Think about that for a second. Sally then put it in perspective: that’s the same as a goldfish.

So Mr. or Ms. marketing executive, how does this impact your direct marketing strategies?  Knowing that your target audience has such a small and fragmented attention span and that they are more than likely bombarded with more than 3,000 media messages each day, how will you cut through the clutter and make sure your message is heard? 

One thing is for sure, a single message in 1 media channel won’t cut it!  Today’s most successful marketers employ a multi-channel approach.  In fact, 53.1% of marketers use 3-5 marketing touches to reach their audience, according to Printinthemix.  Repeated communication in multiple channels with a target audience creates a memorable experience.  In today’s go-go society, people are busier than ever and are always connected.  Have you been bumped into recently by somebody walking down the sidewalk trying to read their emails on their phone (or worse yet have you bumped into somebody else!)?

The trick for you the marketer is to learn your consumers’ preferred media channels and then deliver timely, relevant messages in those channels.  The only way to do this is to leverage a cross-channel approach and then track and measure responses to build persona data for future campaigns.  This data allows you to further segment your audience and target them with appropriate messaging in subsequent outreaches. You are moving from one-way communication to two-way communication, engaging in a conversation with your customers, all the while learning about their individual preferences.  How valuable is that to you?

The good news is today there is no shortage of marketing automation technology at our fingertips.  However, the technology is just a commodity without a strategy.  So before you get ready to launch your next direct marketing campaign, ask yourself some simple questions:  “Who is my audience”, “What actions do I want them to take”, and “How will I engage them and motivate them to take action”. Then, assuming your data is clean, enlist the help of a capable service provider (like Rider Dickerson—shameless plug!) and map out your campaign using several channels, including direct mail, email, mobile, social and custom microsites for response tracking.  What’s more, with the use of trigger-based marketing, you can set up multi-touch lead nurturing campaigns to help drive leads further down the funnel, ultimately to conversion.

For a little more insight into how we have helped one of our clients check out the following case study

Dean Petrulakis