Measuring the value of cross-media marketing
Trying to juggle a marketing campaign across disparate media is a complicated exercise. Measuring the success of a such a campaign also requires a good deal of skill. Here are a few resources for making cross-media measurement work for your campaign:
Dynmic Logic, a research company owned by WPP, has published a comprehensive (and highly technical) white paper on cross-media measurement. It argues that, “For campaigns with an online component, integrated cross-media (ICM) research is currently the best of breed for evaluating the relative contribution of media towards branding impact. It extends beyond the limitations of other cross-media methods by allowing for the cost-efficient capture of respondents who have been exposed to Internet ads. In addition, it provides an innovative platform to compare the singular and complementary effects of each medium.”
The Media Measurement Integration Taskforce is funded by the World Association of Newspapers and has a bias toward print, but it offers a good collection of resources and tools for tracking audiences across different media.
It says, “The development of a combined metric will better reflect the readership of newspapers in today’s multimedia world, compared with print-only and Web-only metrics.”
Marketing Evolution has produced a white paper looking at current cross-media measurement best practice. As Marketing Evolution CEO and the paper’s author Rex Briggs writes: “The new medium necessitates a new approach to an old problem”. Briggs is also the author of current business best-seller What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds.
Tags: cross-media
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