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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.

As discussed in our most recent podcast, cross-media marketing is complicated but rewarding.

Here are a few examples of successful use of cross-media:

• Millward Brown and Dynamic Logic: They produced cross-media campaigns for the Jeep Compass, Forbes Sybase, ESPN Olevia in the US. Their advice?

1. Keep a consistent look and feel across media, but use online messages sequentially in addition to offline counterparts
2. Online advertising (including broadband video) is highly effective among the lowest TV viewing quintile over extended time periods.

• The Royal Mail (the British postal service) has created a web resource full of examples and tips on putting together cross-media campaigns. No surprises – all of the examples include direct mail as one of the media!

• Cross Media 1:1 Marketing:  blog from VDP Complete with news and information on cross-media marketing including tips, events, white papers and case studies.

• MediaPost Magazines publish case studies on cross-media from companies including Nike, Visa and Coke.

Simon van Wyk talks to Australian cross-media specialist Christy Dena director of Universe Creation 101 and a lecturer and researcher at The University of Sydney about the evolution of 360-degree marketing in the digital era.

Christy says, “I’m passionate about all types of creative practice, especially those that traverse media platforms.” She talks to Simon about marketing across a range of media and bringing them all together for best effect. Listen to the podcast below.

 

 Christy Dena podcast [29:00m]: Play Now | Play in Popup | Download