As the graphic communications industry continues to evolve from a print-centric to a communications-centric industry, many service-providers, enterprises, and graphic communications departments are looking to master 1:1 cross-media communications technologies. For the service businesses, this is a critical stepping stone for becoming providers of the non-commodity, higher-value and longer-term services that individualization in marketing and other business disciplines demand. However, such a shift in business focus is not trivial. The goal of this paper is to help the reader understand what 1:1 cross-media communications is all about, what are the benefits to be gained, and what kind of investments are needed in order to realize these benefits.
WHITEPAPER
1:1 Cross-Media Communications
and its Integration
with 1:1 Business Workflows
Individualized Communications Management (ICM) - A New Paradigm for 1:1 Business Workflows 1Prepared by: Jacob Aizikowitz with Cary Sherburne
1 Original work was named: Revolutionizing Marketing, The New Power of Cross-Media Communications. This paper is an update of the original, reflecting on some new concepts.
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Table of Contents
EXECUTIVE SUMMARY 4
INTRODUCTION 6
1:1 CROSS-MEDIA COMMUNICATIONS - WHY PRACTICE IT? WHAT'S REQUIRED? HOW TO IMPLEMENT? 6 CROSS-CHANNEL CONSISTENCY AND CHANNEL SPECIALIZATION - A CHALLENGING REQUIREMENT 7 THE SKILLS, DISCIPLINES, AND WORKFLOWS THAT ARE REQUIRED FOR SUCCESSFULLY IMPLEMENTING 1:1 CROSS-MEDIA COMMUNICATIONS CAMPAIGNS 7
XMPIE SOLUTIONS FOR 1:1 CROSS-MEDIA COMMUNICATIONS 9 ADOR® TECHNOLOGY - THE SECRET SAUCE OF THE XMPIE SOLUTION 10
INDIVIDUALIZED COMMUNICATIONS MANAGEMENT (ICM) - THE NEXT FRONTIER 11 THE ANALYTICS VIEW OF ICM 12
SUMMARY 13
ABOUT THE AUTHORS 14 Figure 1 - Marketing Hub.............................................................................................................................. 5 Figure 2 - Integrated Cross-Media Campaigns ............................................................................................. 9 Figure 3 - ADORs and ICPs in Action; Example ........................................................................................... 11
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Executive Summary As the graphic communications industry continues to evolve from a print-centric to a communications-centric industry, many service-providers, enterprises, and graphic communications departments are looking to master 1:1 cross-media communications technologies. For the service businesses, this is a critical stepping stone for becoming providers of the non-commodity, higher-value and longer-term services that individualization in marketing and other business disciplines demand. However, such a shift in business focus is not trivial. It is likely to involve rebranding of the business, adopting new business models, becoming an e-commerce-style 24/7 operation, and changing the sales focus from Many in the industry targeting print buyers to targeting marketing executives. It also involves oversimplify the task of transitioning from being a print provider to a provider of 1:1 cross- creating 1:1 cross-media media communications solutions. Regretfully, the complexity of this communications campaigns. transition is often ignored, leading to adopting narrow-focused, media- This leads to point solutions specific, point solutions that attract the beginners but fail to deliver the that attract the beginners, yet expected benefits. do not deliver the expected The goal of this paper is to help the reader understand what 1:1 cross- marketing benefits. media communications is all about, what are the benefits to be gained, The goal of this paper is to and what kind of investments are needed in order to realize these help the reader understand benefits. what 1:1 cross-media 1:1 cross-media communications is the ability to reach the target communications is all about, audience (e.g., consumers) through multiple media channels, and what are the benefits to be interact with the individuals of this audience using consistent messages gained, and what kind of that are individually relevant in content, presentation, timeliness, and investments are needed in channel. order to realize these benefits.
Such highly-personalized dialogues are engaging "conversations," involving both inbound and outbound communications that may use a mix of print, email, Web and mobile media as touch points. Hence, expanding the media mix beyond pri... [download for more]
