Cross media campaigns boost response by 28%

Logic tells you that if you run a campaign across media platforms, the results will be far better than if they run in just one. With this in mind, I was interested to read the results of a piece of research from Outsell which polled 400 B2B advertises and found that small advertisers (1 to 100 employees) reported 29% higher lead generation effectiveness for cross media campaigns and large firms(1,000+ employees) reported 28% higher. These are impressive results as can be seen by the attached chart: Cross Media.ppt

Whilst Outsell acknowledges that selling cross media campaigns in the current economic climate is "swimming against the tide", they point out that "a 27% to 33% boost in campaign effectiveness is an overpowering reason to hold one's nerve and maintain a mix of media that will help achieve commercial objectives.