Developing Cross-Media and 
Marketing Services

Indeed, by tracking results in real time, campaigns can even be adjusted on the fly to fix elements that aren't working. Over time an in-plant can develop a valuable base of knowledge about target groups that will drive optimal results and make their services hard to replace.

In-plants can build their cross-media services in a number of additional ways. The key is building relationships with internal customers to understand and respond to their challenges and strategies. For example, in-plants in firms with networks of retailers, franchisees or sales reps have great opportunities to develop a Web portal system containing corporate-approved marketing materials for sales reps and channels to personalize online.