What is cross media marketing? What are the advantages and how can it be implemented successfully? This article answers exactly the questions and more.
Convince with cross-media marketing on a wide variety of channels
Why cross media marketing is successful
Central idea and storytelling in cross-media marketing
Benefits of cross-media marketing
Tips for successful cross-media marketing
Media are an omnipresent companion in our modern life. We open our eyes in the morning and the first glance goes to the smartphone on social media, while the shower or breakfast is on the radio program, on the way to work we are in contact with out-of-home media (e.g. large areas, advertising pillars) and the first e-mails in the morning almost always contain the latest newsletters. To stand out as a brand and company in this "media overkill" is becoming increasingly difficult. The attention span of most recipients is particularly short and it takes more than just a touchpoint to really stay in their minds and attract attention. A fancy cross-media marketing concept can help to get it into the minds of the target group and to win new customers.
Cross media is the combination of different media channels. The content is played on different 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 that should lead to more attention and success. Classically, a successful cross media strategy requires three or more different media (e.g. print and digital) that are to be combined with one another. In recent years, however, publications with only two different channels have been described as cross-media.
In addition to cross media, the term multi media or multimedia is also used. Although these terms are similar in their approach, in that different media and types of game are combined, they describe different strategies. While it is important for a cross-media publication to be represented on different 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, this page is multimedia-based. However, since this is only a website, i.e. a channel, we cannot speak of cross-media at this point. Cross media is particularly relevant when the publication is used for brands and companies in the sense of marketing and customers are to be targeted with advertising.
Cross-media marketing or cross-media marketing is one of the most popular forms of marketing and advertising for a product, service or company nowadays. Media and media use have continued to develop over the past few decades: from pure print products such as newspapers to digital and online such as radio and television and ultimately the internet and social media (Facebook, Instagram and Co.). Hardly any company can claim that its own target group can only be reached on a single medium and thus cross-media marketing is the obvious way to reach as many people as possible and to attract sustained attention. With this type of marketing, it is especially important not only to be represented on different channels, but also to use the connections between the individual media and to build the campaigns on one another. Compared to multi-channel marketing, in which 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 are coordinated with one another in terms of time and content and adapted to the respective target group of the medium.
The different channels mean that the marketing measures, advertising and the company in general can achieve higher visibility and attention. Many channels ultimately lead to addressing many people and making a first impression. By linking the individual marketing materials, the content is also better remembered.
By publishing the 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.
The combination of the various channels and the links between the individual channels encourage the target group to interact. Links, QR codes or notes that refer to more detailed information or competitions can lead to recipients and customers becoming more concerned with the topic and the brand. The use of social media, such as Facebook or Instagram, in the marketing mix can also promote interaction between the brand and customers.
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 not only improve the information base, but also the brand image.
One of the most important points in cross-media marketing is telling a story and reaching out to the target group. This storytelling makes marketing tangible and means that not only content but also emotions can be conveyed. A campaign can be particularly successful with a successful central theme that runs through all measures and channels. A catchy slogan, a mascot or other elements that ensure recognition and make the central theme of the marketing campaign clear can serve as a guiding principle. Based on this idea, the individual publications are adapted to the channels and individualized. However, the corporate design and the basic message of the campaign remain coherent in all cases. In such a campaign, for example, the shared use of web or app content with the TV program or TV ads is possible, or a link (e.g. using QR codes) from a print product to the online presence.
In addition to a suitable central idea and a clear central theme, it is also important to set clear goals and plan the campaign on the basis of these. This planning also helps to select the right media and channels in order to advertise a product, service or company in a targeted manner. For this it is especially important to know your own target groups and to examine their media usage behavior. Market studies and surveys can be used to find out which channels are suitable for your own target group and customer base. In addition to classic 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 to advertise digitally and to link the individual contributions and to initiate interaction with customers and recipients. Ideally, however, a cross-media marketing campaign offers touchpoints from the offline and online world. After such a campaign has been carried out, it is also of great importance to analyze and evaluate the measures taken. This not only measures success, 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. The simultaneous use of the channels without losing quality is a particular challenge for many companies. In particular, decentralized companies with various local partners usually have difficulties carrying out large cross-media marketing campaigns.
Software support helps to make these campaigns possible with few marketing resources or with many individual marketing partners. With such a marketing platform, the campaign plans including the individual advertising material and publications can be made available as templates. The partners use these templates to create their own 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 the brand image without worrying about adhering to the corporate identity or integrating the central idea.