Cross-Media Services — Getting Results that Count

“It is a much different sales cycle than traditional print. You are helping clients develop a marketing strategy and not actually selling any one thing in particular until you get down to determining which deliverables will facilitate that marketing initiative,” he says.

XMPie’s PersonnelEffect Cross Media Edition version 4.5 software is a linchpin of ArborOakland’s cross-media services. It uses the system’s marketing console to track the direct responses to the campaigns it produces, as well as incorporating results for a customer’s tele-service and broadcast marketing programs handled by other firms. Phone operators are provided with a modified versions of the response URLs for the target group to use for capturing prospect data, Parr says, and specific URLs can be associated with broadcast media messages to track responses.