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September 2009

The Top Integrated Cross Media Marketing Mistakes

Many of the major mistakes firms make in integrated cross media are simple to avoid. Here are a few of the most common errors.

  • Not starting immediately
  • Not coordinating across channels and brands
  • Not providing a data collection mechanism
  • Creating data silos of content response metrics
  • Failing to start a two way conversation
  • No asking questions and seeking customer input
  • Not letting the customer choose the communications channel

Avoid these problems and your cross media program is half way there.

Tips for Social Media Quality Control

Here are a few tips to assure that the social media portion of your cross media marketing strategy does not cause any problems for the brand.

  • Make sure that all corporate communications that may affect the brand are controlled. This includes employee accounts that are linked to the firm. Keep personal account and activity separate from business accounts unless part of a carefully controlled brand strategy for lifestyle.
  • Conduct common sense training on the use and dangers of social media and networking sites. Point out the obvious.
  • Focus only on the positive or well documented when posting comments or blogging on any site.
  • Write comments first and then come back to them later before posting if in doubt

A few simple precautions can prevent a PR disaster.

From CIO - February 2007

The following article is reproduced from CIO in its entirety from February 2, 2007.  It is even more vaild today.

"Many in the business community—including those in IT—relegate Web 2.0’s clout to the under-20 set. A new study concludes that attitude is a mistake. The Web 2.0 model of consumer interaction and participation is a mass phenomenon, concludes the Booz Allen Hamilton study of 2,400 consumers in the United States, the United Kingdom and Germany. Companies that don’t adapt their business models to the lessons of YouTube, Flickr and MySpace are in trouble, the study says.

Key findings include:

  • Web 2.0 relevance cuts across gender and age. Forty-one percent of U.S. MySpace users are older than 35. That number was 35 percent for the United Kingdom and 29 percent for Germany.
  • Web 2.0 users have few privacy concerns. Sixty-four percent of U.S. messages are freely available to the public. U.K. respondents reported that number as 61 percent, while Germany reported 73 percent.
  • Web 2.0 capitalizes on ubiquitous connectivity. Approximately one-quarter of surveyed MySpace users are accessing MySpace from a laptop, a school or office computer, an Internet-enabled cafe or a BlackBerry.
  • Web 2.0 communities influence opinions and purchasing decisions. Thirty-nine percent of surveyed MySpace users receive product picks from virtual peers.

The study determines that the Internet is establishing itself more strongly in consumers’ lives. In particular, Web 2.0-influenced trends will affect how businesses get and keep customers. The study lists Web 2.0 opportunities that include shorter innovation cycles using customer integration, cross-media selling, customer service sites with end-user created content and wide participation, and using Web 2.0 as a brand channel."

The Pervasive Internet

Not all that long ago the most important place in any traveler’s world was the hotspot.  A mobile business person had to plan ahead.  The airport and hotel room were safe bets and Starbucks and few other large chains were likely candidates as well.  The mobile business person had to have everything required in their laptop (which likely weighed a ton) and their PDA – remember those clunky boxes with their calculator like screens?

Technological advances aside, the real change in the last few years is the ubiquitous access to wireless networks.  Doctor’s offices, malls, public parks, libraries, and even entire cities have signals being beamed around them.  Couple the spread of access with the rise in sales of net books, mobile broadband cards, and internet enabled cell phones on fast cellular data networks, and suddenly access is no longer an issue.

The “go to” source of information on the fly is changing.  Will consumers buy a paper, boot up a laptop, or jump on their phone to check movie schedules at the local cineplex?  One of the most troubling aspects of the change in information availability is for retailers and manufacturers of consumer goods.  When standing in front of a display it is now easy and painless to read reviews of products posted online.  From experience, I have personally not purchased a water cooler for the office that otherwise looked perfect because of the reviews I accessed while in the store.  Magazine ads, packaging, and point of sale pitches are no longer the main source of product information. 

The web has changed the function of those media from a channel for information and sales and relegated it to brand building and interest generation.  From electric toothbrushes and bicycles to industrial power generation, simple to complex sales are being influenced online.  A cross media marketing strategy that incorporates social media is critical.  Blogs, networking sites, and instant message forums are as important as a full page advertisement in the local paper.  The new marketing channels are too important to be ignored by any business.