What is Cross-Media Marketing?

Effective cross-media marketing is a driving force behind the success of many businesses. This is because cross-channel marketing campaigns are much more effective than traditional one-channel strategies.

Cross-Media Marketing Basics

All businesses must invest time and money in advertising their business and promoting their products and services. Cross-media advertising and marketing involves comprehensive campaign strategies that utilize all possible types of media. It is a standard part of corporate marketing strategies, but many entrepreneurs struggle to integrate it into their long-term business plans. Major corporations know how to successfully reach a broad audience through blending traditional media types, such as billboards and newspapers, and digital media types, such as Internet banners and search engine ads.

What is the Purpose?

The purpose of marketing across multiple media channels is to reach a larger audience and establish a wider customer base. If the target customer demographic group is very broad, then the company may employ various types of traditional and emerging media technologies to reach all customers. If the target customer group is only older adults, then radio and television work best. If the target customer group is primarily younger adults, then interactive websites and smartphones apps work best. Additional purposes include maximizing results, increasing conversions and providing comprehensive flexibility.

What are the Benefits?

Cross-media campaigns are the best option for improving advertising effectiveness and marketing results. They also reduce long-term costs and increase the return on investment (ROI) rates. Cross-media marketers are skilled at systematically using the most relevant media channels to achieve the best results. They also carefully calculate how to drive the greatest impacts from their integrated marketing campaigns. Because cross-media campaigns need in-depth customer and industry data to be successful, they drive innovative market research. Additional benefits include enhanced customer relationships, involvement and brand recognition.

What are the Standard Features?

Advertisements made for a cross-media campaigns share similar structures and methods. All ads must be engaging, interesting and eye-catching. There must be a meaningful or relevant message to the recipients. Like all ads, there must be a call to action, whether it is contact information displayed in a TV ad or links to websites that will connect the recipient with a customer service rep. Common elements include personalized URLs (PURLs), which are unique landing pages that are customized for every recipient, and targeted e-mails, which are designed according to online consumer behaviors.

Who Creates Cross-Media Campaigns?

Marketing managers are typically in charge of cross-media strategies. They oversee marketing campaigns, create effective messages and identify new ways to apply cross-media methods. They work directly with third-party media professionals, such as bloggers, publicists and media advertising managers. Social media specialists develop and implement social media marketing campaigns designed to inform online consumers about new products or services. They are tasked with driving consumers to specific actions, responding to online feedback and monitoring social media trends.

Cross-media marketing is an integrated advertising approach that uses complementary media channels and innovative promotional techniques to drive sales and business growth.