What does cross-media mean?
Cross media, or cross-media, is the combination of different media channels. The content is played out on various channels and interacts with each other. The individual publications and publications do not stand alone, but ideally in an overall concept and thus ensure synergy effects, which should lead to more attention and success. Traditionally, a successful cross-media strategy requires three or more different media (e.g. print and digital), which should be combined with each other. In recent years, however, publications with just two different channels have also been described as cross-media.
- Use content multiple times
- Combining print and digital
- Integrate any media
- Reach different target groups
- Be remembered better
Promote brand image
The various touchpoints and information that customers receive through a cross-media marketing campaign also make the brand image easier and more tangible. The various content elements lead to more insights and in-depth information, which can improve not only the information base but also the brand image.
Reach different target groups
By publishing materials and content on various channels and media, a wide variety of target groups can be addressed. Depending on the medium, the audience and the user group usually differ greatly from one another. In this way, several important target groups of a company can be addressed with just one cross-media marketing campaign.
Encourage interaction
The combination of the various channels and the links between the individual channels call the target group to interact. Links, QR codes or notes that refer to more detailed information or competitions can result in recipients and customers becoming more interested in the topic and the brand. Using social media, such as Facebook or Instagram, in the marketing mix can also promote interaction between the brand and customers.
Higher visibility
The various channels mean that marketing measures, advertising and the company in general can achieve higher visibility and attention. Many channels ultimately lead to reaching out to many people and leaving a first impression. By linking the individual marketing materials, the content is also better remembered.
What is cross-media marketing? What are the benefits and how can you successfully implement them? This article answers exactly the questions and more.
Impress with cross-media marketing on a wide range of channels
Media are an omnipresent companion in our modern life. We open our eyes in the morning and the first look at the smartphone social media, during the shower or breakfast, it runs radio program, we are on our way to work with Out-of-home media (e.g. large areas, advertising columns) and the first emails in the morning almost always contain the latest newsletters. As a brand and company, standing out in this “media overkill” is becoming increasingly difficult. The attention span of most recipients is particularly short and requires more than just a point of contact (touchpoint) to really stay in their memory and stand out. An unusual cross-media marketing concept can help get into the minds of the target group and attract new customers.
Cross-media or multimedia
In addition to cross-media, the term multimedia or multimedia is also used. Although these terms are similar in approach However, by combining different media and game types, they describe different strategies. While it is for a Cross-media publication is important to be represented on various media and channels; the multimedia approach uses a wide variety of media and narrative styles in one publication. So if a website uses both video, text and perhaps audio content, that page is multimedia. However, since this is only a website, i.e. a channel, it is not yet possible to speak of cross-media. Cross media is particularly relevant when the publication is used for brands and companies in the sense of marketing and targeted customers with advertising.
Cross-media marketing
Cross-media marketing or even cross-media marketing is one of the most popular forms of marketing and advertising for a product, services or a company today. Media and media usage have continued to develop over the last few decades: from pure print products such as newspapers to digital and online, such as radio and television and finally the Internet and social media (Facebook, Instagram and Co.). Hardly any company can claim that their own target group can only be reached on a single medium, making cross-media marketing the obvious way to reach as many people as possible and attract lasting attention. With this type of marketing, it is Above all, it is important not only to be represented on various channels, but also to utilize the connections between the individual media and build the campaigns on each other. Compared to multi-channel marketing, where the same content is simply published on different channels, the content in cross-media marketing should always be adapted and optimized to the respective channel. The individual marketing materials and thus coordinated in terms of time and content and adapted to the respective target group of the medium.
Guiding idea and storytelling in cross-media marketing
One of the most important points in cross-media marketing is to tell a story and pick up the target group. This Storytelling makes marketing tangible and means that not only content but also emotions can be conveyed. Through a successful A guiding idea that runs through all measures and channels can make a campaign particularly successful. The guiding idea here is, for example, a catchy slogan, a mascot or other elements that ensure recognition and make the common thread of the marketing campaign clear. Based on this idea, the individual publications are adapted to the channels and individualized. However, the corporate design and basic message of the campaign remain coherent in all cases. In such a campaign, it is possible, for example, to share web or app content with the TV program or TV ads, or to link a print product to the online presence (e.g. through QR codes).
Tips for successful cross-media marketing
In addition to a suitable guiding idea and a clear common thread, it is also important Set clear goals and plan the campaign on the basis of them. This planning also helps to select the right media and channels to specifically advertise a product, service or company. To this end, it is particularly important to know your own target groups and to examine their media usage behavior. Through market studies and surveys, it is possible to find out which channels are suitable for your own target group and customer base. In addition to traditional media such as print publications, TV and radio as well as personal customer contact at the POS (or at trade fairs), digital options such as social media (Facebook, Instagram, LinkedIn, etc.) should not be neglected. Online media in particular offer an ideal platform for digitally advertising and linking individual contributions and initiating interaction with customers and recipients. Ideally, however, a cross-media marketing campaign offers touchpoints from the offline and online world. After carrying out such a campaign, it is also of great importance: to analyse and evaluate the measures carried out. This not only allows success to be measured, but also paves the way for future campaigns.
In order to achieve the greatest possible success, it makes sense to combine as many channels as possible. However, playing channels at the same time without losing quality is a particular challenge for many companies. Decentralized companies with various local partners in particular usually have difficulties carrying out large cross-media marketing campaigns.
Cross-media marketing with software support
Software support helps to make these campaigns possible even with few marketing resources or with many individual marketing partners. With such a marketing platform, campaign plans, including individual advertising materials and publications, can be made available as templates. The partners use these templates to create their personal marketing materials and can publish or order them directly through the platform. In this way, even smaller partners can practice cross-media marketing and strengthen their brand image without worrying about maintaining the corporate identity or integrating the guiding idea.