Cross media – Numbers, Data, Facts..
We are permanently monitoring relevant news and reading studies in the world of marketing. Some of our most interesting findings dealing with "cross media marketing" are gathered on this page. We organized the information into the following categories:
Miscellaneous | Online Stories | The Multiplier Effect | Sources
Miscellaneous
A survey showed that over 80% of marketers would desire some interaction of their various marketing activities. But only 16% believe that they achieved that goal already.
Television still reaches wide audiences but is very "untargeted". The surveys about channel surfing behaviors and how many people actually watched a certain program are terribly inaccurate.
"Internet isn't everything" is stated by 81% of the experts. They recommend to interlink online and offline marketing.
A companies' website - used as a business introduction - is considered the most important communication tool by 88% of the surveyed.
Two thirds are recommending online PR.
44% are recommending Pay Per Click in search engines and 38% Email newsletters.
25% of the surveyed exerts are convinced that SMS marketing is useful. 19% think of online & SMS couponing as being beneficial.
Banner advertising is now only being recommended by 12% of all marketing specialists.
It doesn't work to only bet on one marketing activity, i.e. PR. This approach doesn't work in the real world. Only the combination of various activities will lead to substantial results.
Online Stories
Online communication is growing quickly but is still being underestimated by many marketers (The best results can be achieved by strategically interlacing online and offline activities).
Study by Cross media Marketing Pantene Pro-V showed: A move to online marketing led to a 66% increase among female web surfers that were considering a purchase of the product in the near future.
The campaign led to a 100% increase in female web surfers that were convinced that Pantene Pro-V takes the best care of their hair.
Porsche's online marketing has lead to an sharply increased response rate: 25% of all users registered for a dialog-marketing program.
Use of online marketing increases the efficiency of campaigns due to its better cost / benefit relationship.
A study by Unilever confirmed the high efficiency of online marketing within the cross media marketing mix.
An increase of online marketing within the marketing mix (without increasing the overall budget) showed an improvement of 24% for certain branding benchmarks.
Online marketing led to an increased number of contact with a message within a study group. That in return led to a 152% increase of potential buyers within that group.
It offers many benefits to guide potential clients to a companies' website - no matter where the initial contact takes place: more efficient communication, collecting data for future purpose, potent controlling tools et cetera..
Multiplier Effect
Companies are wasting money by focusing on one media channel only. Mixed campaigns are yielding much better results.
Performance controls - embedded or added to various marketing campaigns - have shown repeatedly that cross media campaigns with print and online components work better than mono-media campaigns.
The viewing and interaction of various media does improve the memory effect among the audience.
The learning effect is strengthened and more details of a campaign are being processed.
An initial product interest of the viewer leads to an disproportionate increase of the multiplier effect.
The association of a cross media campaign with a brand is very high and can lead to a desired image for this brand.
Sources
Acquisa.de
"Buzz" by Marian Salzman, Ira Matathia, Ann o`Reilly
Eresult.de
Market Researchers Fittkau & Maaß
Tomorrow-focus.de
Trend letter conceptbakery
Wuv.de
"Your Marketing sucks" by Mark Stevens
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