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Capturing the Cross-Media Direct Marketing Opportunity

Publication Date: October 2010

Introduction

The direct marketing ecosystem is undergoing a dramatic change. This year, the market will see the convergence of three factors that have been strengthening over the past decade. First, today’s consumers are “always on”—they are enjoying more connectivity and control than ever before. Second, the media environment has become more complex than any marketer could have imagined ten years ago. In particular, consumers are engaging in online activities more than ever before, making the Internet a powerful tool that offers many new ways of reaching customers. Third, these economic times have created an intense demand to demonstrate return on investment (ROI). All three of these factors create a “perfect storm” for service providers, as well as an opportunity to capitalize on the emerging cross-media marketing trends.

Cross-media marketing can be defined as follows:

Cross-media marketing refers to the use of two or more media types (print, e-mail, Web, mobile, and/or social) in an orchestrated campaign targeting a specific demographic and/or psychographic segment. These campaigns can be retention programs targeted at existing customers or acquisition programs targeted at prospective customers. A cross-media campaign delivers relevant content and a call to action through multiple media simultaneously as an integrated campaign.

Marketing executives in every line of business, whether business-to-business (B2B) or business-to-consumer (B2C), are trying to better understand and optimize the use of Customer Relationship Management (CRM) data and digital assets for more efficient cross-media marketing communications. They need a trusted advisor who can lead them through the complexity of the marketing campaign and technology integration:

• The vendor community needs to enable service providers by better understanding the markets, applications, and specific workflow integration requirements demanded by end-customers.
• Service providers need strategic direction on how to migrate effectively into the cross-media space. They need to know how to position, sell, integrate, and deliver cross-media services.

This study will provide a comprehensive view of the cross-media direct marketing value chain, as well as its opportunities and trends. It will review and highlight prevailing applications, business models, and enabling technologies.

Project Objectives

InfoTrends will examine how marketing executives are using print, online, mobile, and social media, as well as identify opportunities for technology vendors and service providers throughout the cross-media marketing value chain. The study will allow readers to:

• Asses the state of the cross-media marketing market today and its future direction
• Understand marketing executives’ and agencies’ needs, perceptions, and challenges in implementing cross-media marketing campaigns
• Profile the cross-media marketing value chain required to deploy acquisition and retention programs
• Highlight successful implementations of cross-media marketing strategies and campaigns that effectively address the acquisition, retention, and loyalty of target customers
• Profile key vendor solutions that enable cross-media marketing campaigns
• Estimate the market size for cross-media marketing software solutions
• Summarize key success factors in cross-media marketing and recommend appropriate strategies for technology vendors and service providers moving forward

Analysis and Project Deliverables

InfoTrends’ professional staff will perform an extensive analysis of the desk research, one-on-one interviews, and structured Web surveys to develop an understanding of the opportunities and issues surrounding cross-media marketing. Clients will receive a combination of documents, including a report; presentation materials; and research data for senior managers, product managers/planners, and sales/marketing executives. Materials will include:

• A written summary report, detailing the key findings and recommendations
• Primary research with marketing executives and agencies on their needs and challenges in executing cross-media marketing campaigns
• Analysis of the enabling technologies used to deliver cross-media direct marketing campaigns
• An understanding of the business implications for the new cross-media value chain (e.g., print, Internet, mobile, and social) from a marketing executive/agency, service provider, technology supplier, and consumer perspective
• Market size and forecast analysis for cross-media marketing software solutions
• An executive management presentation (PowerPoint)
• Full survey results delivered as data tabulations and a PowerPoint file
• An optional on-site presentation

Getting Started

For more information on the study or to sign up as a participant, contact Keith LaVangie at +1 ext. 132 or via e-mail at . Early subscriber discounts are available until March 1, 2010.