When marketers think of cross media, they generally start with a traditional business and consider how to incorporate email, landing pages, and PURLs into the traditional marketing mix. The need to get into cross media marketing is as important for web businesses as is it is for everyone else. After making an online purchase several months ago, I recently received a direct mail catalog from eBags.com. I had not responded to any of their electronic offers and the mail piece must have been triggered by my lack of action. According to the United States Postal Service, consumers are far more likely to make online purchases if they have received a catalog or online solicitation. Similarly, zappos.com, the darling of the e-tailing world can be seen advertising in print magazines.
The bottom line: the more exposure your product or service has across more marketing channels, the better off you’ll be.
