The goal of cross-media marketing is to use a marketing message to reach the various target groupson the right channel, at the right time and with the right advertising tools, thereby making use of synergies, The communication channels combined for this depend on the objective, the different target groups and the company’s resources.
Generally, four different kinds of media are used:
Owned Media
The company’s own platforms, such as its own websites, blogs, newsletter and printed materials. This media channel is usedin almost every marketing campaign.
Social Media
Content and posts generated on social media and shared by users. Various platforms, such as Instagram, TikTok, Twitter, LinkedIn, Facebook, YouTube and many more, can beconsidered, to suit the target group.
Paid Media
Even with a small budget, effective marketing can be carried out on Google, Instagramand other platforms, alongside banner ads in print media. Earned media: skilled, beneficial PR work gives rise to an opportunities to be featured in publicnews items and in the press. It does take a lot of time and effort to build up a useful PR network, but it is often worth it in the long run.
How Can I Use Cross-Media Marketing In An Advertising Campaign?
1. Guiding Idea
First and foremost, you need to have a clear sense of the idea behind the cross-media marketing campaign. What do I want to convey on all the advertising channels? Areyou seeking to create or reinforce recognition of a product, service or advertising slogan in people’s minds, or are you looking to achieve something else?
2. Media Channels
Once the guiding idea and the resulting target groups have been analysed and defined, you can select the relevant communication tools. How will you reach your targetaudience, and how do they consume media? How will you put this same marketing message into practice on the various platforms? Use the synergies offered by cross-media marketing and encourage your customers to use links between the individual marketing channels. For example, you can link print media to your website by means of a QR code.
3. Success Monitoring And Analysis
Here, above all, it is important to check and analyse the interplay between the communications channels you have selected. What worked particularly well, and what was less successful? Which channels can be effectively combined with each other, and was the advertising message picked up to the same extent across them all? Targeted analysis of campaign data allows measures and optimisations to be put in place for the next campaign.
Cross-media marketing enables high visibility to be reached, as all the potential customers can becontacted via the different channels, helping the company to anchor itself in the memory of the target group in question. For a successful campaign, it is essential to analyse and optimise the individual channels and how they are combined.
