They suggested some tips for coordinating cross-channel programs... which I didn't much care for. Here are mine:
- Begin every marketing effort by profiling how your target customer will be reached. What are their natural touch points with you? Is this something that they are logically seeking... so may pull information, such as doing research on our website, or searching on Google? When can we legitimately push communication at them, like sending an email, or placing TV ads?
- If your agency can't come up with Big Ideas that have natural 'legs' cross-channel, they should be fired. In the 21st century people are engaged in multiple types of media on a nearly constant basis. Your message simply must be communicated in numerous ways to gain resonance.
- Understand that many strong marketing strategies can be implemented without force-creating tactics for every possible medium. In fact, investing in a few tactics in a strong manner is probably better than spreading resources too thin. The desire to build a microsite to house little more than TV commercials is a classic misuse of the online medium and a waste of money as very few people TV commercials online in their spare time. (see point one...)
- Successful cross-channel programs are the result of quality planning and preparation. You simply must start months before launch as so many tactics have long lead times. So many expenses could be amortized across mediums.. if only it was planned.
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