Chuck Richard, Vice President & Lead Analyst - at Outsell has found that:
* Small B2B advertisers (1 to 100 employees) report 29% higher lead generation effectiveness for cross media campaigns and large firms (1,000+
employees) report 28% higher. Small consumer advertisers report even more uplift, 33%, and large consumer advertisers report 27% uplift.
Outsell reports that B2B advertisers have found that cross media campaigns using print plus online plus events are 28% more effective than campaigns using only a single medium.
The data from over 400 B2B and 525 consumer advertisers is compelling and consistent. Small B2B advertisers (1 to 100 employees) report 29% higher lead generation effectiveness for cross media campaigns and large firms (1,000+ employees) report 28% higher. Small consumer advertisers report even more uplift, 33%, and large consumer advertisers report 27% uplift.
It is swimming against the tide to sell cross media campaigns when advertisers are reducing their spending on print and event. But this Outsell data shows that collapsing spending to a single medium, such as online, lowers ROI by reducing the effectiveness of leads that single medium campaigns generate. A 27% to 33% boost in campaign effectiveness is an overpowering reason to maintain spending on a mix of media that strengthens brands, awareness, receptivity to online messages and drives interested leads to an advertiser's products and services.
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