CROSS MEDIA PRIMER
CROSS MEDIA PRIMER
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing www com au www xmpie com primer 1to1xm html www xmpie com primer 1to1xm html Forinformation more information about 1 1 For more about 1 1 cross media marketing please visit www xmpie com primer 1to1xm html cross media marketing please visit For more information about 1 1 cross media marketing please visit www xmpie com primer 1to1xm html 2012 XMPie A Xerox Company All rights reserved XMPie the XMPIE logo ADOR PersonalEffect RURL and the slogan one to one in one are trademarks or registered trademarks of XMPie and may not be used without permission Illustrations by tamara illustrations gmail com All other names are property of their respective owners 2012 XMPie A Xerox Company All rights reserved XMPie the XMPIE logo ADOR PersonalEffect RURL and the slogan one to one in one are trademarks or registered trademarks of XMPie and may not be used without permission Illustrations by tamara illustrations gmail com All other names are property of their respective owners
CROSS-MEDIA PRIMER A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER A Guide to 1   1 Cross-Media Marketing  www. ...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by CHAPTER1 1 CHAPTER A Guide to 1 1 Cross Media Marketing CHAPTER1 1 CHAPTER Introduction Introduction CHAPTER22 CHAPTER CHAPTER22 CHAPTER Introduction Introduction 12 SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM SixThe Cornerstones ofCHAPTER Cross Media Fundamentals of Cross MediaMarketing Marketing 118 CHAPTER33 Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie CHAPTER CHAPTER33 CHAPTER44 CHAPTER CHAPTER55 CHAPTER CHAPTER 4 CHAPTER 4Campaign Successful 1 1 Cross Media 27 Cross Media Campaign Ingredients 18 Campaigns TypesofofCross Media Cross Media Campaign Types CHAPTER55 CHAPTER CHAPTER66 CHAPTER GLOSSARY GLOSSARY 34 51 CaseStudies Studies Case XMPieMakes MakesIt ItWork Work XMPie 40 61 CaseStudies Studies Case 46 69 GLOSSARY GLOSSARY CHAPTER66 CHAPTER XMPieMakes MakesIt ItWork Work XMPie TypesofofCross Media Cross MediaCampaigns Campaigns Types 52 75
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  CHAPTER1 1 CHAPTER  A Guide to 1...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER CHAPTER 1 powered by A Guide to 1 1 Cross Media Marketing Introduction It s All About Relationships CHAPTER1 1 CHAPTER Breaking Through the Clutter CHAPTER22 CHAPTER XMPie Understands CHAPTER CHAPTER33 What is 1 1 Cross Media Marketing CHAPTER44 CHAPTER CHAPTER55 CHAPTER CHAPTER66 CHAPTER Let s get started 2 GLOSSARY GLOSSARY Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER  CHAPTER 1  powered by  A Guide to 1   1 Cro...
Call Us Tel 212 479 5166 www xmpie com CHAPTER 1 ith the world moving so quickly it s hard to keep up especially with today s new communication strategies and technologies A better understanding of these tools and the right approach will not only drive growth and profit for your business but also improve customer retention and expand your customer base Introduction 3
Call Us  Tel  212-479-5166  www.xmpie.com  CHAPTER 1  ith the world moving so quickly, it   s hard to keep up - especially...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 1 It s All About Relationships CHAPTER1 1 CHAPTER Relationships are important CHAPTER22 CHAPTER CHAPTER CHAPTER33 CHAPTER44 CHAPTER CHAPTER55 CHAPTER CHAPTER66 CHAPTER Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case GLOSSARY GLOSSARY ost business people would agree that the key to more sales revenue and growth is through loyal customers And the way to acquire and retain loyal customers is to build relationships through on going two way communications But how do you do this when your customer data or ability to communicate on an individual basis is limited 4
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Breaking Through the Clutter CHAPTER 1 oday people are bombarded by communications Thousands of messages are delivered through print and new media such as email Web and mobile every day but only a few messages are captured and retained How do you break through all the clutter This is so over whelming Introduction 5
Breaking Through the Clutter CHAPTER 1  oday, people are bombarded by communications. Thousands of messages are delivered ...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 1 XMPie Understands CHAPTER1 1 CHAPTER Introduction Introduction CHAPTER22 CHAPTER SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM elivering the right message through the right media to the right customer at the right time will strengthen CHAPTER CHAPTER33 Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie your customer relationships and drive growth and revenue for your business As a leading provider of state of theCHAPTER CHAPTER 44 TypesofofCross Media Cross MediaCampaigns Campaign Types art cross media solutions XMPie A Xerox Company CHAPTER understands the needs of marketersCHAPTER and their55service XMPieMakes MakesIt ItWork Work XMPie providers Read ahead as we break down the processes of CHAPTER66 CHAPTER Case Studies Case Studies how to use the customer information you have build upon it and create relevant response generating 1 1 crossGLOSSARY GLOSSARY media marketing communications We ve got you taken care of 6
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
What is 1 1 Cross Media Marketing CHAPTER 1 C onnect t o your cust omers ross media marketing is when targeted relevant communications are delivered across multiple media types The ultimate in 1 1 cross media marketing is when each organization within your business has two way personalized dialogues with each and every customer through the medium of their choice As you learn more about your customers and reflect that information throughout your communications to them across a variety of media you can transform that relationship into a much more loyal and strategic one We call this Individualized Communications Management ICM Introduction 7
What is 1 1 Cross-Media Marketing  CHAPTER 1  C onnect t o your cust omers.  ross-media marketing is when targeted, releva...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 2 The Fundamentals of Cross Media Marketing Individualized Dialogue CHAPTER1 1 CHAPTER The Right Strategy and Logic CHAPTER22 CHAPTER Great Data CHAPTER CHAPTER33 A Response Generating Offer Disruptive Creative CHAPTER44 CHAPTER A Strong Call To Action CHAPTER55 CHAPTER Tracking And Analytics CHAPTER66 CHAPTER GLOSSARY GLOSSARY Here are t he pil lars of mar keting 8 Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Call Us Tel 212 479 5166 www xmpie com Tracking and Analytics Individualized Dialogue Disruptive Creative Great Data A Response Generating Offer ross media marketing starts with a clear understanding of the objectives components and processes of a 1 1 cross media campaign and can be thought of as being comprised of the following pillars the right strategy great data a campaign response generating offer disruptive creative a strong call to action and tracking and analytics With all of this you will have the greatest effect bringing you outstanding results The Fundamentals of Cross Media Marketing 9 CHAPTER 2 A Strong Cal l to Action The Right Strategy
Call Us  Tel  212-479-5166  www.xmpie.com  Tracking and Analytics  Individualized Dialogue  Disruptive Creative  Great Dat...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 2 Individualized Dialogue I want t o get t o know you CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER CHAPTER CHAPTER33 CHAPTER44 CHAPTER CHAPTER55 CHAPTER CHAPTER66 CHAPTER Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case hile a single touch point can be effective in most GLOSSARY GLOSSARY cases extraordinary results are gained by executing cycles of outbound and inbound communications By collecting voice of customer responses revising your communications to include what you ve learned and repeating the cycle by executing again you will strengthen your customer relationships and build customer loyalty Commitment to continuing this cycle of fostering dialogues individualized for each customer is required for achieving the desired campaign objectives 10
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
The Right Strategy and Logic CHAPTER 2 efore you begin build a strategy based on your business objectives and the demographic geographic and psychographic information you have about your customers Then develop a campaign brief that identifies what elements in the campaign will utilize this variable data and write the business rules containing the logic of the campaign I know t he right moves t o make The Fundamentals of Cross Media Marketing 11
The Right Strategy and Logic CHAPTER 2  efore you begin, build a strategy based on your business objectives and the demogr...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 2 Great Data CHAPTER1 1 CHAPTER Introduction Introduction ou don t necessarily need to start with great data CHAPTER22 CHAPTER Six Cornerstones of Cross Media M to get your campaign off the ground It s possible toThe Fundamentals of Cross Media capture information about your recipients with CHAPTER 33 very CHAPTER Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie little or even no initial information There are many CHAPTER ways to acquire prospect data including internal CHAPTER 44 sources outside lists and referrals But the most TypesofofCross Media Cross MediaCampaigns Campaign Types CHAPTER CHAPTER 55 theXMPie accurate and valuable data comes directly from XMPieMakes MakesIt ItWork Work recipients themselves through surveys or other CHAPTER 6 CHAPTER 6 CaseStudies Studies inbound methods Great data identifies customer Case preferences and behaviors and helps you know how GLOSSARY GLOSSARY and when to engage them individually Jack Jil l Database 12 Name Favorite Color Hobby Gender Age 1 Marc Blue Bowling Male 55 2 Jack Green Skateboarding Male 40 3 Jill Pink Dancing Female 25
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
A Response Generating Offer CHAPTER 2 or best results add an offer to your campaign that will motivate your target audience to the desired action The best way to achieve this is by ensuring that the offer is relevant to a specific customer and this often means sending recipients different offers based on their buying behavior The Per fect O f fer The Fundamentals of Cross Media Marketing 13
A Response-Generating Offer CHAPTER 2  or best results, add an offer to your campaign that will motivate your target audie...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 2 Disruptive Creative CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER o achieve an effective creative execution to your campaign you need a design team CHAPTER CHAPTER33 that understands marketing strategies that CHAPTERyou CHAPTER 44 use multiple media channels Whether Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types decide to leverage print online or mobile CHAPTER55 CHAPTER media communications the team should have knowledge on how to use the variable CHAPTER 6 CHAPTER 6 data in creative ways that will get your target XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case GLOSSARY GLOSSARY audience s attention evoke an emotional reaction and ultimately get them to respond to the call to action Disruptive Creative 14
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
A Strong Call To Action CHAPTER 2 P hone C al l Business Reply Web V isit Buy Attend Event ith a strong call to action you ask the respondent to perform a desired action Through the responses to your call to action you can engage with the customer to close a sale or collect additional information to use in the next phase of your communications campaign to them The Fundamentals of Cross Media Marketing 15
A Strong Call-To-Action CHAPTER 2  P hone C al l  Business Reply  Web V isit Buy  Attend Event  ith a strong call-to-actio...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 2 Tracking and Analytics CHAPTER1 1 CHAPTER Introduction Introduction CHAPTER22 CHAPTER SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM rack every event and action within the campaign across all media channels Analyze response CHAPTER 33 across CHAPTER Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie all media channels Analyze response data from CHAPTER CHAPTER 44 what a marketing dashboard to help you identify TypesofofCross Media Cross MediaCampaigns Campaign Types parts of your cross media campaign are working and what parts are not CHAPTER55 CHAPTER CHAPTER66 CHAPTER GLOSSARY GLOSSARY We track and analyze ever yt hing 16 XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
CHAPTER 2 Let s strategize t oget her racking and measurement gives us tools to figure out just the right combination that will maximize the return on marketing investment The Fundamentals of Cross Media Marketing 17
CHAPTER 2    Let s strategize t oget her   racking and measurement gives us tools to figure out just the right combination...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER CHAPTER 3 powered by A Guide to 1 1 Cross Media Marketing Cross Media Campaign Ingredients Variable Data Print CHAPTER1 1 CHAPTER Email Marketing CHAPTER22 CHAPTER Personalized URL CHAPTER CHAPTER33 General URL CHAPTER44 CHAPTER Image Personalization Dynamic Charts and Graphs Video Personalization CHAPTER66 CHAPTER Refer A Friend or Share GLOSSARY GLOSSARY Mobile Marketing Quick Response Code 18 CHAPTER55 CHAPTER Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER  CHAPTER 3  powered by  A Guide to 1   1 Cro...
Call Us Tel 212 479 5166 www xmpie com CHAPTER 3 here are several ingredients you can add to enhance a cross media campaign including variable data print personalized websites image personalization dynamic charting QR codes personalized videos and Let s f igure out t he game plan more The key is to find the combination that your audience would most prefer Cross Media Campaign Ingredients 19
Call Us  Tel  212-479-5166  www.xmpie.com  CHAPTER 3  here are several ingredients you can add to enhance a cross-media ca...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 3 Variable Data Print CHAPTER1 1 CHAPTER CHAPTER CHAPTER 22 a any cross media campaigns originate with Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM personalized variable data print VDP component VDP is CHAPTER CHAPTER33 Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie quite simply the production of printed pieces with different text images and or graphics tailored to each44recipient CHAPTER CHAPTER TypesofofCross Media Cross MediaCampaigns Campaign Types Preferably in a cross media campaign the print piece is CHAPTER CHAPTER linked to other media such as Web email and55mobile XMPieMakes MakesIt ItWork Work XMPie CHAPTER66 CHAPTER CaseStudies Studies Case A personalized GLOSSARYprint piece GLOSSARY wil l get t heir attention So we can create your artwork for you OR you can create the base artwork for us XMPie is based on the Adobe Creative Suite the gold standard in the creative industry so there is no need to learn other proprietary software With InDesign Photoshop and Illustrator XMPie software can simply ADVANTAGE turn any static content to variable including text images and graphics 20
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Email Marketing Favorite Color Hobby Gender Age 1 Marc Blue Bowling Male 55 2 Jack Green Skateboarding Male 40 3 Jill Pink Dancing Female 25 CHAPTER 3 Name Personalized Email Messaging mail marketing is a cost effective and immediate response driven communications method Combine email with print and other personalized interactive media options for maximum marketing punch Include a PURL as a way to provide additional information through a Web page This ensures no manual management of your database is required throughout the campaign XMPie s e Mail Service ensures that email messages are professionally managed and delivered and automatically handles unsubscribe and opt out requests SM ADVANTAGE Cross Media Campaign Ingredients 21
Email Marketing Favorite Color  Hobby  Gender  Age  1  Marc  Blue  Bowling  Male  55  2  Jack  Green  Skateboarding  Male ...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 3 Personalized URL CHAPTER1 1 CHAPTER Introduction Introduction hether communicating with a personalized print CHAPTER CHAPTER 22 use piece or an email cross media campaigns typically a Fundamentals SixThe Cornerstones of of Cross Media Cross MediaM website to connect to these media There are two types of CHAPTER 33 CHAPTER commonly used URLs PURLs and GURLs A personalized Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie URL PURL is a unique Web address It includes a unique CHAPTER CHAPTER identifier as part of the URL link that varies per44individual TypesofofCross Media Cross MediaCampaigns Campaign Types Created from your database each PURL leads to a CHAPTER CHAPTER 55 specific personalized landing page which holds content for XMPie MakesIt ItWork Work XMPie Makes that individual CHAPTER66 CHAPTER CaseStudies Studies Case Name Favorite Color Hobby Gender Age 1 Marc Blue Bowling Male 55 2 Jack Green Skateboarding Male 40 3 Jill Pink Dancing Female 25 GLOSSARY GLOSSARY http jill webpage com http marc webpage com Personalized URLs or P URLs ADVANTAGE 22 With XMPie you can create PURLs that have any type of address including the name of the recipient or any other combination of alphanumeric characters followed by com net org etc
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
CHAPTER 3 W hat s your fav orite color Blue Green Yellow PURL is connected to the original database and leads to a dynamic website where the campaign recipient can interact and have a bi directional conversation with you All information that is obtained through these interactions can be used to instantly update the recipient s Web page or be reflected in the next communication enhancing their experience ADVANTAGE PURL websites are one means to capture customer data and use it to enhance a current campaign or systematically generate personalized follow up communications Cross Media Campaign Ingredients 23
CHAPTER 3    W hat s your fav orite color   Blue Green Yellow  PURL is connected to the original database and leads to a d...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 3 General URL CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER or those campaigns where minimal or33 CHAPTER CHAPTER Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie no recipient data is known a general CHAPTER44 CHAPTER URL GURL can be used A GURL is a TypesofofCross Media Cross MediaCampaigns Campaign Types single URL that directs a personCHAPTER to a CHAPTER 55 static Web landing page Once on the XMPieMakes MakesIt ItWork Work XMPie CHAPTER66 CHAPTER GURL site you can ask for information that can be used to eventually drive a GLOSSARY GLOSSARY personalized experience for the customer via a personalized landing page website GURLs are often used in conjunction with mass media such as radio TV or billboard advertising Look on the back of this booklet and you ll find a GURL and a corresponding QR code 24 CaseStudies Studies Case
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
CHAPTER 3 General URLs or G URLs Br oadcast Media http tv page com TV Welcome Viewer Ad que omnimus atis et opta saIducimusam facescia incium diore sunt dit et voluptatis consendi andi comnienimi sae et abor rescipsa ipsant http ad page com Print Advertising Welcome Reader Ad que omnimus atis et opta saIducimusam facescia incium diore sunt dit et voluptatis consendi andi comnienimi sae et abor rescipsa ipsant http radio page com Radio Welcome Listener Ad que omnimus atis et opta saIducimusam facescia incium diore sunt dit et voluptatis consendi andi comnienimi sae et abor rescipsa ipsant ADVANTAGE XMPie s bi directional data methodology can instantly use recipient supplied data as a result of online forms and surveys and automatically update Web pages so that visits to these pages are more relevant to the individual The information can also be fed back to the database for profile updates and reporting purposes Cross Media Campaign Ingredients 25
CHAPTER 3  General URLs, or G URLs  Br oadcast Media  http   tv.page.com  TV  Welcome Viewer  Ad que omnimus atis et opta ...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 3 Image Personalization CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER Image personalization breaks t hr ough t he clutter and gets you noticed CHAPTER CHAPTER33 CHAPTER44 CHAPTER CHAPTER55 CHAPTER CHAPTER66 CHAPTER Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case mage personalization enhances the communication and is GLOSSARY GLOSSARY a unique way to grab attention within a print email or Web landing page It can showcase a person s name etched in glass made up of flower petals or bubbles or by placing an image of a person in a car s rear view mirror image on image A tip to more exciting and effective communications is to use data other than the obvious for image personalization Remember any variable data content can be used such as dates locations times and personal pictures XMPie uniquely generates powerful attention getting image personalization using Adobe InDesign and Photoshop or Illustrator ADVANTAGE 26
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Dynamic Charts And Graphs CHAPTER 3 ynamic charts and graphs generated using recipient data can easily be incorporated into a cross media campaign Whether presenting financial regional historical or transactional information data driven charts and graphs allow you to visually communicate quantitative or qualitative information ADVANTAGE Each respondent s data is used t o drive and generate t heir own graph XMPie generates highly creative data driven charts and graphs to visually express individual information specific to each recipient Additionally InDesign can further customize the graphics to create the richest graphical representations Cross Media Campaign Ingredients 27
Dynamic Charts And Graphs CHAPTER 3  ynamic charts and graphs, generated using recipient data, can easily be incorporated ...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 3 Video Personalization CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER ideo has always been CHAPTER CHAPTER33 an important component in the media mix and is rapidly expanding asCHAPTER aCHAPTER44 medium for delivering CHAPTER55 CHAPTER marketing communications With personalized video CHAPTER66 you can quickly grabCHAPTER your audience s attention GLOSSARY by incorporating theirGLOSSARY personal information images and even video into an exciting movie with special effects like animate wiggle shatter blur warp distort and more ADVANTAGE 28 Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case Using the XMPie plug in for Adobe After Effects and a large online library of video templates creating powerful effective personalized videos is possible without extensive training
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
CHAPTER 3 Wow This is a new dimension in 1 1 mar keting Cross Media Campaign Ingredients 29
CHAPTER 3     Wow  This is a new dimension in 1 1 mar keting.     Cross-Media Campaign Ingredients  29
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 3 Refer A Friend or Share CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM urn your campaign into an CHAPTER CHAPTER33 Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie extension of your sales force and makeCHAPTER it viral Use CHAPTER 44 refer a TypesofofCross Media Cross MediaCampaigns Campaign Types friend and social media share CHAPTER CHAPTER 55 features to automatically XMPieMakes MakesIt ItWork Work XMPie enable those referred by CHAPTER66 CHAPTER Case Studies the original customers Case Studies to experience the same GLOSSARY GLOSSARY campaign while rewarding Let me tel l you about t his great of fer the original customer for the referral In this way loyalty campaigns can instantly become acquisition programs ADVANTAGE 30 XMPie s Refer a Friend and Social Media Share features allow for a built in on demand notification to the friend and the referrer and can be easily set up with no programming required
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Mobile Marketing Favorite Color Hobby Gender Age 1 Marc Blue Bowling Male 55 2 Jack Green Skateboarding Male 40 3 Jill Pink Dancing Female 25 CHAPTER 3 Name Text or SMS Messaging obile marketing which can include personalized SMS text messaging or mobile websites driven from QR codes can be a very effective response generating component in an integrated cross media campaign Capable of including special offers announcements directions and maps or even PURLs mobile marketing offers near instant delivery and response ADVANTAGE With XMPie SMS triggers can be programmed for sending automatic messages such as personalized SMS thank you s and confirmation notices Cross Media Campaign Ingredients 31
Mobile Marketing Favorite Color  Hobby  Gender  Age  1  Marc  Blue  Bowling  Male  55  2  Jack  Green  Skateboarding  Male...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 3 Quick Response Code CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM ne of the most effective tools for CHAPTER CHAPTER33 connecting offline print and online mobile Web campaign components CHAPTERis CHAPTER 44a quick response QR code A QR code is a Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types CHAPTER CHAPTER 55 two dimensional barcode with significantly XMPieMakes MakesIt ItWork Work XMPie greater storage than a one dimensional CHAPTER66 CHAPTER CaseStudies Studies barcode Smartphone users can scan a code Case using QR code reading software typically GLOSSARY GLOSSARY free of charge and be automatically linked to static or personalized websites pictures videos product reviews social media sites and more See the back of this booklet for a QR code in action ADVANTAGE 32 Consistency between the QR code and its personal context is automatic with XMPie because the software encodes and images a QR code in the same step leaving no room for mistakes in selecting the code image for a given individual
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Name Favorite Color Hobby Gender Age 1 Marc Blue Bowling Male 55 2 Jack Green Skateboarding Male 40 3 Jill Pink Dancing Female 25 QR C odes CHAPTER 3 Database P URLs http jill webpage com Jil l s postcard Jil l s website http marc webpage com Marc s postcard Marc s website Cross Media Campaign Ingredients 33
Name  Favorite Color  Hobby  Gender  Age  1  Marc  Blue  Bowling  Male  55  2  Jack  Green  Skateboarding  Male  40  3  Ji...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 4 Types of Cross Media Campaigns Lead Generation Campaign CHAPTER1 1 CHAPTER Drip Marketing Campaign CHAPTER22 CHAPTER Loyalty Campaign CHAPTER CHAPTER33 Traffic Generation Campaign CHAPTER44 CHAPTER CHAPTER55 CHAPTER Design CHAPTER tCHAPTER he right 66 campaign GLOSSARY GLOSSARY 34 Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Call Us Tel 212 479 5166 www xmpie com CHAPTER 4 epending on your business goals the next few pages describe different types of 1 1 marketing campaigns where we can apply the fundamentals of cross media marketing using different media and technology elements Types of Cross Media Campaigns 35
Call Us  Tel  212-479-5166  www.xmpie.com  CHAPTER 4  epending on your business goals, the next few pages describe differe...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 4 Lead Generation Campaign CHAPTER1 1 CHAPTER Introduction Introduction CHAPTER22 CHAPTER SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM sk any salesperson what they need to help them CHAPTER 33they Successful CHAPTER sell more and almost all of them will tell you 1 1 Cross Media Campa Cross Media Campaign Ingredie need more qualified leads Follow a modular lead CHAPTER44 CHAPTER TypesofofCross Media Cross MediaCampaigns Campaign Types generation system through the cycle of acquisition engagement and conversion CHAPTER55 CHAPTER CHAPTER66 CHAPTER XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case GLOSSARY GLOSSARY Start First Name Last Name Details Recipient list Email Invitation PURL Web Form Thank You Email 36 Thank You Page
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Drip Marketing Campaign CHAPTER 4 Timeline Example Triggered Example drip marketing campaign delivers multiple print email and or mobile messages over time These messages can be sent on a predetermined schedule or triggered by certain actions and events Types of Cross Media Campaigns 37
Drip Marketing Campaign CHAPTER 4  Timeline Example  Triggered Example  drip marketing campaign delivers multiple print, e...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 4 Loyalty Campaign CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER loyalty campaign is about creating and Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM maintaining a dialogue with yourCHAPTER customer CHAPTER33to hold Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie their attention and provide for possible cross sell CHAPTER CHAPTER 44 or up sell opportunities Most loyalty campaigns TypesofofCross Media Cross MediaCampaigns Campaign Types consist of drips of different media that contribute to CHAPTER55 CHAPTER nurturing the ongoing relationship CHAPTER66 CHAPTER GLOSSARY GLOSSARY Gr owing cust omer loyalt y takes nurturing 38 XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Traffic Generation Campaign CHAPTER 4 raffic generation is a multi touch multi channel campaign with a long term commitment Every touch point is designed to drive them to your website or a physical location Including a relevant offer or incentives is critical to generate and increase traffic Remember it s critical that the messages stay relevant throughout and that you always be in sync with your customer We re in sync Types of Cross Media Campaigns 39
Traffic Generation Campaign CHAPTER 4  raffic generation is a multi-touch, multi-channel campaign with a long-term commitm...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 5 XMPie Makes It Work CHAPTER1 1 Scalable Solutions and ServicesCHAPTER Secret Sauce CHAPTER22 CHAPTER Robust Campaign Analytics CHAPTER CHAPTER33 CHAPTER44 CHAPTER CHAPTER55 CHAPTER CHAPTER66 CHAPTER We make it wor k GLOSSARY GLOSSARY 40 Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Call Us Tel 212 479 5166 www xmpie com CHAPTER 5 ersonalized cross media marketing has been around for the past decade but now with many marketers all grasping for the same slice of business it is becoming a leading marketing tool In the past the task of speaking to many as though you were only speaking to one was practically impossible With XMPie s integrated solutions planning creating and managing a multitude of variables and campaign components becomes a reality that is both cost effective and superbly efficient XMPie Makes It Work 41
Call Us  Tel  212-479-5166  www.xmpie.com  CHAPTER 5  ersonalized cross-media marketing has been around for the past decad...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 5 Scalable Solutions and Services CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER CHAPTER CHAPTER33 CHAPTER44 CHAPTER CHAPTER55 CHAPTER CHAPTER66 CHAPTER Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case We make it easy t o GLOSSARY gr ow GLOSSARY XMPie provides a scalable portfolio of offerings based on the XMPie platform No matter where you start in the family of services and solutions you can easily add power and functionality as your business grows 42
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
CHAPTER 5 Secret Sauce ur secret sauce is built on XMPie s Automatic Dynamic Object Replacement ADOR technology Through the modular integration of the data design and logic elements of a campaign this technology together with our expertise are I ve got t he secret the key enablers for efficient and effective cross media campaigns We have all the tools to create personalized automatic and consistent messages and content across the different media channels XMPie Makes It Work 43
CHAPTER 5  Secret Sauce  ur secret sauce is built on XMPie s Automatic Dynamic Object Replacement  ADOR    technology. Thr...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 5 Robust Campaign Analytics CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER CHAPTER CHAPTER33 CHAPTER44 CHAPTER ur analytics solutions combine unique fully encompassing tracking technology for CHAPTER55 CHAPTER recording events and responses throughout CHAPTER66 CHAPTER a campaign s execution with easy to use visibly attractive reports and charts The GLOSSARY GLOSSARY tracking capability offers in depth insight into Key Performance Indicators KPIs by uniquely recording all relevant campaign data including each variable defined in a campaign This allows you to understand the campaign s performance from all angles which will ultimately help you develop the right long term strategies 44 Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case
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XMPie Makes it Work CHAPTER 5 We measure ever yt hing ADVANTAGE Because any XMPie ADOR variable can be tracked XMPie technology uniquely enables you to draw conclusions about the different segments of your audience and their respective behavior patterns without any specialized database work XMPie Makes It Work 45
XMPie Makes it Work CHAPTER 5    We measure ever yt hing.   ADVANTAGE  Because any XMPie ADOR variable can be tracked, XMP...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 6 Case Studies CHAPTER 11 CHAPTER Echo Communicate Inc for Capitol College Propan AB for Renault CHAPTER22 CHAPTER CHAPTER CHAPTER33 CHAPTER44 Wow here are some CHAPTER successful game plans CHAPTER CHAPTER55 XMP ie could do t his for me CHAPTER66 CHAPTER GLOSSARY GLOSSARY 46 Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Call Us Tel 212 479 5166 www xmpie com CHAPTER 6 s all this effective at getting results You bet it is and we can prove it You ll find a couple of our customer case studies on the following pages If that s not proof enough just give us a call We ve got plenty more to share with you Case Studies 47
Call Us  Tel  212-479-5166  www.xmpie.com  CHAPTER 6  s all this effective at getting results  You bet it is, and we can p...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 6 Echo Communicate For Capitol College CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER rint and marketing services provider Echo CHAPTER 33 CHAPTER Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie Communicate Inc executed an integrated crossCHAPTER44 CHAPTER media campaign for Maryland based Capitol TypesofofCross Media Cross MediaCampaigns Campaign Types College Over 20 000 prospective students received CHAPTER55 CHAPTER XMPieMakes MakesIt ItWork Work XMPie a personalized direct mailer paired with an email CHAPTER inviting them to visit their PURL where they CHAPTER 66 couldCase Studies Case Studies view a personalized campus tour video submit preGLOSSARY GLOSSARY populated financial aid estimators and application forms and sign up for SMS text updates on open houses and admissions deadlines Depending upon their responses any of 20 unique follow ups were possible Reaching that many students on an individual basis across that many communications channels and tracking each of their actions and reactions for timely personalized follow up was uniquely enabled by XMPie Capitol quadrupled applications and doubled enrollment Talk to us at ACQUIRED to see how we can work with you to create similar results 48
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
CHAPTER 6 Personalized Web Landing Page PURL General Web Landing Page GURL Personalized Printed Pieces 49
CHAPTER 6  Personalized Web Landing Page  PURL   General Web Landing Page  GURL   Personalized Printed Pieces  49
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing CHAPTER 6 Propan AB For Renault CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER ropan AB a full service marketing CHAPTER CHAPTER33 communications agency based in Stockholm CHAPTER44 CHAPTER Sweden launched an XMPie driven Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types individualized communications campaign for CHAPTER55 CHAPTER XMPieMakes MakesIt ItWork Work Renault to help the French automaker promote XMPie new vehicle lease signings The campaign CHAPTER6began 6 CHAPTER with a highly personalized direct mail piece CaseStudies Studies Case GLOSSARY GLOSSARY which included a personalized PURL for each recipient At their own unique website each recipient was prompted to learn more about the car confirm or update their profile information and schedule a test drive Customers who never visited their PURL were sent personalized follow up reminder postcards Three months into the campaign 7 9 of recipients signed a new lease for a new car compared to sales from 0 8 of recipients in traditional campaigns Talk to us at ACQUIRED to see how we can work with you to create similar results 50
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
CHAPTER 6 Personalized Printed Pieces Personalized Web Landing Page PURL 51
CHAPTER 6  Personalized Printed Pieces  Personalized Web Landing Page  PURL   51
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing GLOSSARY Glossary Bi Directional Communications CHAPTER1 1 CHAPTER Business Rules CHAPTER22 CHAPTER Marketing Console CHAPTER CHAPTER33 Personalization Touch Point Voice of Customer CHAPTER44 CHAPTER CHAPTER55 CHAPTER CHAPTER66 CHAPTER GLOSSARY GLOSSARY Let s explain what al l t hese phrases mean 52 Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie TypesofofCross Media Cross MediaCampaigns Campaign Types XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Call Us Tel 212 479 5166 www xmpie com GLOSSARY he practice of cross media marketing is full of terms and buzzwords If you are new to this type of marketing solution some of these might be foreign to you The next few pages define some of the terms and buzzwords that are used in this book Glossary 53
Call Us  Tel  212-479-5166  www.xmpie.com  GLOSSARY  he practice of cross-media marketing is full of terms and buzzwords. ...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing GLOSSARY Bi Directional Communications CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER i directional communications is what you achieve when you create a CHAPTER two way CHAPTER33 Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie conversation with your customer that provides CHAPTER CHAPTER 44 meaningful actionable information for both TypesofofCross Media Cross MediaCampaigns Campaign Types parties By capturing new information on a CHAPTER 5 CHAPTER 5 XMPieMakes MakesIt ItWork Work consistent basis you can ensure every future XMPie communication touch point is more relevant CHAPTER CHAPTER 66 CaseStudies Studies Case and targeted and evokes the desired response and action GLOSSARY GLOSSARY Now t hat we ve tal ked I know what you need 54
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Business Rules GLOSSARY If This Then That Logic nce you understand the data that you have you can tailor your campaign to individual recipients So based on if this then that logic our XMPie software personalization engine can automatically and effortlessly change any variable content object text graphics and images based on the rules we establish Glossary 55
Business Rules GLOSSARY     If This, Then That    Logic  nce you understand the data that you have, you can tailor your ca...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing GLOSSARY Marketing Console CHAPTER1 1 CHAPTER CHAPTER22 CHAPTER Introduction Introduction SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM CHAPTER CHAPTER33 Successful Campa Cross Media Campaign Ingredie Measure Key1 1 Cross Media Per formance CHAPTER44 CHAPTER TypesofofCross Media Campaign Types Indicat ors Cross MediaCampaigns CHAPTER55 CHAPTER CHAPTER66 CHAPTER XMPieMakes MakesIt ItWork Work XMPie CaseStudies Studies Case GLOSSARY GLOSSARY marketing console enables you to review recorded statistics and activities tracked from each action and reaction of your campaign It provides reports and dashboards with details on all customer behaviors so you can see at a glance whether or not a campaign is making its desired impact and evoking the desired response 56
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Personalization GLOSSARY ased on the business rules you can personalize a cross media campaign by the media the message the creative style the offer the fulfillment etc By leveraging your knowledge of the customer you will break through the advertising clutter and strengthen your customer relationship O ur relationship is gr owing str onger Glossary 57
Personalization GLOSSARY  ased on the business rules, you can personalize a cross-media campaign by the media, the message...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing GLOSSARY Touch Point CHAPTER1 1 CHAPTER Introduction Introduction touch point CHAPTER CHAPTER 22is a point SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM of customer interaction CHAPTER CHAPTER with your brand 33offline and 1 1 Cross Media Successful Campa Cross Media Campaign Ingredie online internal and external CHAPTER44 CHAPTER TypesofofCross Media Cross MediaCampaigns Campaign Types Direct mailers emails and websites are all 5touch points CHAPTER 5 CHAPTER XMPieMakes MakesIt ItWork Work XMPie and in fact they can be fully CHAPTER 6 CHAPTER 6 CaseStudies Studies integrated by creating links Case These are just t he t ouch points I was looking for 58 and triggers to and from each GLOSSARY GLOSSARY component
CROSS-MEDIA PRIMER  A Guide to 1   1 Cross-Media Marketing CROSS-MEDIA PRIMER powered by  A Guide to 1   1 Cross-Media Mar...
Voice of Customer GLOSSARY ow do you know that Jack s favorite color is blue Sometimes you have to ask The answer you get is called voice of customer VOC With VOC you can collect likes dislikes wants needs and increase intimate knowledge of a customer C ust omer centric mar keting considered your needs Glossary 59
Voice of Customer GLOSSARY  ow do you know that Jack   s favorite color is blue  Sometimes you have to ask. The answer you...
CROSS MEDIA PRIMER A Guide to 1 1 Cross Media Marketing CROSS MEDIA PRIMER powered by A Guide to 1 1 Cross Media Marketing GLOSSARY XMPie CHAPTER1 1 CHAPTER Introduction Introduction CHAPTER22 CHAPTER SixThe Cornerstones of of Cross Media Fundamentals Cross MediaM XMPie A Xerox Company is the leading provider of integrated software solutions for variable CHAPTER 33 data CHAPTER printing 1 1 cross media communications and Successful 1 1 Cross Media Campa Cross Media Campaign Ingredie CHAPTER4portals 4 CHAPTER personalized Web to print and marketing TypesofofCross Media Cross MediaCampaigns Campaign Types XMPie leverages the Adobe platform and uniquely CHAPTER55 CHAPTER XMPieMakes MakesIt ItWork Work XMPie enables users to efficiently and effectively manage individualized multichannel marketing campaigns CHAPTER CHAPTER 66 CaseStudies Studies Case for higher response rates and dramatic ROI For more GLOSSARY GLOSSARY information visit www xmpie com Here is t he key 60
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