Top Four Factors to Consider When Investigating 1:1 Cross-Media Software Solutions
Once you’ve decided that you’re ready to achieve higher response rates and dramatic ROI through multi-channel individualized dialogues, there are many factors you should consider before investing in a solution. Below, we’ve outlined the top four and why XMPie® maintains the leadership position in the 1:1 cross-media marketing space.
1. What approach does the solution take towards handling multiple touch points and multiple media types?
Point solutions attract beginners due to their simplicity or price. However, because they require you to rebuild the logic and use separate databases for each different media component of a cross-media campaign, they take more time and introduce the possibility of data and programming errors, as well as inconsistencies between channels. A major advantage to an integrated approach is the ability to guarantee consistency of the messaging across all the media channels. In addition, tracking and analysis of the campaign can encompass a more holistic view of the overall campaign performance.
XMPie provides a truly integrated solution for cross-media. The software allows you to use a common database and build a single set of rules (think “if/then” type logic) to drive and control multiple channels of outbound and inbound communications, while providing event tracking, online reporting and analysis capabilities for every action and event.
2. What types of authoring tools does the solution leverage for creating the different media components of a customer communications campaign?
Every variable data printing and cross-media publishing tool begins with an authoring tool/program/software for designing print, email or Web pages. When evaluating such authoring tools, it’s important to consider flexibility and richness of the feature sets. As new trends and requirements develop, will the tool be robust enough to support those? Also, don’t forget to think about the size of the user community who are competent with the tools. How quickly or easily will it be to find the right resources to get your cross-media project off the ground?
XMPie leverages industry standard applications to create variable communications. Print templates are created using the XMPie plug-in to Adobe® InDesign®, Web and email templates are built with the XMPie plug-in to Adobe Dreamweaver®, and both can incorporate personalized imagery using XMPie uImage®, which is a plug-in to Adobe Photoshop®. And now, XMPie enables personalization of video through its plug-in to Adobe After Effects®. Using industry standard graphics applications ensures the highest quality output will be created. And because XMPie leverages the Adobe Creative Suite®, you probably already have the necessary staff to use the XMPie platform. If not, you can easily find many qualified people. With an investment in XMPie, you will always have access to the latest and best design capabilities that Adobe has to offer.
3. How scalable is the solution being considered?
Whether you are just looking to enter the world of variable data printing, or are ready to move into high-value cross-media campaigns, it’s important that the software solution you invest in is scalable and extendable enough to grow with your business. You shouldn’t be forced to sacrifice your initial investment in both resources and time when your business is ready to take the next step up in breadth and depth of service offerings.
XMPie’s open architecture lets you start anywhere, add capabilities, and protect your investment along the way. You will not lose your investment in software, time or effort when adding on or switching between XMPie products. For example, if you start with a Hosted e-Media Express Edition® solution today, then later upgrade to a full PersonalEffect® Cross Media server for more power and fault tolerance, all your campaign plans and creative designs can be easily moved from one server to the next, reducing/eliminating downtime.
4. Does the solution offer templates; what are the pros and cons of using them?
You may want to consider a solution from a company that offers templates to help get you up and running quickly. Having the option to take advantage of sample campaign patterns or workflows, ranging from simple to complicated, will allow you to learn best practices in personalized document and website development as you gain more experience and become more comfortable executing and refining campaigns. Templates can also save you time and money; however, be sure that you’ll be able express your brand and tone by not being forced to use a template. You should have the flexibility and freedom to create any custom document you wish.
XMPie provides templates for everything from secure websites, called SECURLs™, to General URLs (GURLs), viral refer-a-friend and customer acquisition pages, as well as more traditional workflows such as a printed postcard leading to a personalized Response URL (RURL™) page. These templates are useful for any marketing campaign involving multiple media channels, and expertly guide you through the integration of different channels into effective cross-media campaigns. However, you are not bound by those templates. You can take the templates and edit the pages with Adobe Dreamweaver; you can add or remove pages, use pre-built HTML pages, or start from scratch. You can really do almost anything you (or your customer) may want. XMPie also offers the XMPie Marketplace, which is an online library full of image templates for quick and easy personalization.
Join the XMPie Users Group on LinkedIn to read candid conversations on this subject and more, and learn why thousands of print service providers, creative professionals, small-to-medium-sized businesses and enterprise-class organizations believe XMPie is the most practical and efficient choice for their business.
