Cross-media is the future of marketing

Cross-media is the future of marketing

As technology advances, our lives are becoming more and more intertwined with it. Now, consumers expect to be able to purchase what they want, when they want, how they want.
Consumers now move easily between multiple channels, wherever they are. Which is why businesses must too.

What is it?

Cross-media integrates websites, emails, social media, and physical locations to show personalized offers, products, and messages. This allows you to be wherever your audience is and get in touch with them regardless of the channel or device they are using to communicate or get information.

Cross-media marketing strategies

How does a cross-media strategy work in E-commerce?

According to research by Omnisend, companies using three channels or more in their campaigns had 18.96% engagement, compared to those using single-channel campaigns who only received 5.4%.
When compared between single-channel and cross-media campaigns, those using three channels or more earned a 250% higher purchase rate.

Cross-media marketing increases purchase rate by 250% .

Not only did customers purchased more often in a cross-media campaign, they often spent more when they did. Customers spent on average 13% more when engaged through a multiple-channel campaign than those engaging with single-channel campaigns.
Brand loyalty also increases when using multiple-channel campaigns. Customers appreciate the level of personalization offered by those, which increases the retention rate by 90%.

How can I benefit from cross-media marketing?

Brands using cross-media strategies are getting more consumers and purchases.
By understanding your clients and the way they interact with your brand, you can build brand recognition and trust in the mind of the consumer across each of their favourite channels.
Interested in discovering how your business can start embracing a cross-media marketing approach? Talk to our team today!

The Changing Face of Transpromo

In the past, all transactional programming was done using cobol (a computer programming language). large mainframes existed in datacentres and data was sent either via mag tapes, dial up and eventually ISDN.

Customer data was sent as raw data files or print files which meant that the code had to be stripped out. Using composition software, the form was designed, the variable data was coded onto the form before anything that remotely resembled a bill or payslip could be printed.
Jump forward 20+ years and data can be sent in pretty much any format you can think of and document composition is done using sophisticated composition platforms which merges data and design layout whilst adding variable personalised data in one pass.
Traditional transactional print was produced by litho printing the base stock – invoice, statement, payslips and then the variable/personalised information was laser printed in black. It was more cost effective for the large corporate generators of bills and statements predominantly mobile, utility and service providers.
Fast forward to the late 1990’s and the industry saw the rapid development of colour laser digital printing technology this revolutionised transactional documents. Adding colour to the document by highlighting specific lines of text, colour reports highlighting an amount owed in red on an overdue reminder added value to the form.

Initially the use of colour laser personalisation was slow to be taken up by customers because of the cost per unit but as demand for colour increased so did the cost of colour laser printing reduce.
“Transpromo” as it became known had two main advantages – adding variable highlight colour to your documents meant you could dispense with the need for pre-printed stationery and produce your document in one pass. No capital tied up in stock.

The other advantage was the option to print highly personalised, bespoke documents in small volumes from 1 to many and within each pack you could have as many variable letters with different designs and logos as you wanted such was the versatility of digital colour laser printing.
The transactional document is perceived as an added cost factor to the business – every organisation needs to process and send invoices, statements, reminders whether it is in paper or electronic format and that represents a cost to the business.
Transpromo has evolved to being an opportunity to add value to client relationships and increase revenue through selective targeting of products and services and can be just as effective as direct mail.
Transpromo can be used as a communication opportunity to develop and add value that is not solely the domain of marketing.

Letters, bills and statements are integral to the customer experience, transpromo is still undervalued when it comes to targeting customers with specific messages.
Often the consideration to go paperless seems easier than the continued use of paper but organisations don’t do this objectively and ask WHY are we doing this and, WHO will benefit – the customer or us?

Transpromo integrates with online platforms – print, mobile and online content linked together – multi-channel online statement and billing delivery enables you to deliver your client documents differently but with a marketing edge.
Transpromo is part of a multichannel approach for customer communication in our multimedia and cross media driven world it is also a missed opportunity for getting closer to the customer.

Has someone stolen your customers?

In every business across all industries we know it can be tough to win new customers. And that’s just part of the problem because once you get customers you’ve then go to hold on to them.

So who’s been stealing your customers? And how can you win them back?

5 quick steps to win-back your customers:

1. Talk to them.

Yes WE KNOW this is obvious. But honestly, have you tried talking to your customers? The art of that little thing known as communication. It’s important. And it’s a two-way thing. It’s not enough to simply send out emails and tick a box. It’s important to listen. Why are your customers leaving? Are they moving to a competitor? Or substituting your product or service for something else. Start to communicate. Really communicate. And understand what the issues are & why people are migrating. When you’re armed with this information you can then start to strategise.

2. Create a Retention Campaign.
We know we don’t need to tell you that it’s much easier & cheaper to retain a customer than it’s to find a new one. So how can you hang on to those you’ve got. Address any dissatisfaction. And reward them for being customers even in just a very small way. E.g. chocolate on valentines day (ahem, we hope you liked this!)

If you can consistently deliver value for your clients they’re much less likely to churn. A lot of our clients are big fans of value-add offerings to retain clients; things like free upgrades to superior products or services that deliver additional value to the customer without costing an arm & a leg.

3. Winback
If you have lost customers, is there anything you can do to win them back? Sometimes when a customer migrates to a competitor they soon realise that the issues they had with you weren’t all that bad. Perhaps you can win them back with an offer / incentive to return.

4. Build brand loyalty
When customers are loyal to your brand they’re much less likely to move to a competitor. Loyalty can take time but it’s totally worth it in the long term. Can you think of a loyalty program you can do? Or can you go the extra mile for your clients all the time which will deliver brand loyalty over time?

5. Acquisition is important, but consistency is key.
Of course, we couldn’t not mention acquisition. No matter how great your products and services are, sometimes we’ve just got to accept that some customers will leave. We all know that clients keep the cogs moving so it’s important to continually fill your funnel with new leads and acquisition. What’s even more important is the consistency with which you perform all of these elements. Consistency is key. The sum of all of these activities when integrated and implemented is much greater than the sum of their equal parts,

At Azure Communications, we work across all industries and channels to help you deliver innovative marketing solutions that can really help you stand out from the crowd.

We’re not a big creative agency. But we are business people with creative minds. And we know how to get results.

Give us a call or pop us an email today if you have a creative idea or plan you’d like to chat about.

Adding a little bit of Magic

 

Adding a little bit of magic

The Irish Fairy Door Company has been a great Irish business success story of late & it’s been exciting to watch this business grow.

At Azure Communications it’s been a great privilege to be able to brainstorm behind the scenes and work on some of their more recent innovations. First we got involved with personalized books and more recently we’ve worked on a jigsaw that “comes to life” using the power of Augmented reality technology.

The Irish fairy door company is creating a wonderful sense of magic & make-believe amongst the youngest in our society and we felt that these very young consumers could be brought one step further in fueling their imagination.

Our creative team at Azure brainstormed a number of ideas and finally settled on an integration of augmented reality with a traditional toy; the jigsaw. We presented this idea to the business which was very well received.

The Process

With all projects we work in we work very closely with the client team to ensure we deliver in full & on-time.

For this Irish Fairy Door project the implementation involved;

  • We engaged with the Creative team and agreed that the “Mushroom house” would be magical for the child if it could be viewable in 360degree with a tablet or smartphone device.
  • We agreed the jigsaw should be designed as 25 piece and a die was made.
  • Next was the animation of the “Mushroom house”. We animated this from artwork supplied from Fairy Door creative
  • Once the animated assets was signed off, we began the Augmentation of the animation
  • We worked with our App partner to build an AR viewer that could work seamlessly with the existing Fairy Door app (this App has since been rebuilt by Azure).
  • We printed the jigsaw lithographically & then mounted it onto .040 board before die-cutting.
  • Outer box lids and base were done simultaneously, die cut and made up.
  • The jigsaws were each broken down into their individual components, bagged and inserted into boxes.

When the fairy dust had settled

Once the project was complete the Irish Fairy Door Company got on with the harder task of promoting the new product to their loyal followers & young fans. It was very well received and contributed well to their business goals. Overall, this was a great way for the business to differentiate its offering and deliver value-add products to their existing consumers.

For us at Azure it was great to be able to combine two of our core skills; print and technology. When combined, printed media & augmented can have a really powerful effect.

What are you planning for your next online campaign? Is there a way to combine the power of printed media together with technology to achieve a better result?

For ideas & inspiration that will have big results give us a call today on 01 531 2695