Crossmedia – Mix it Baby..
Marketers have been trying for a while to combine different media for their campaigns. This doesn't just mean to use the same content on multiple media channels.
How does it work and what are the benefits?
Cross media
describes a combination of activities on different media in order to reach a multiplier effect. Ever heard of 1 + 1 +1 = 5? Sounds to good to be true? Sometimes yes;-)
A survey showed that over 80% of marketers would desire some interaction of their various marketing activities. But only 16% believe that they achieved that goal already.
Time to give up? Nope! Past projects of
conceptbakery did show that the selection of ingredients and the proper preparation can lead to a huge boost in the overall marketing efficiency.
Think of your various marketing efforts as an ecosystem whith elements that can be connected in a myriad of ways. It can lead to an increased interaction of your customers with your brand or your products. The repetition of the same content via separate channels will lead to a a strongly increased learning & memory effect.
Cross media - too expensive?
Sounds like wasting money? Sometimes the initial setup efforts will be a little bit higher. But a well designed cross media campaign will reach their target groups in more efficient ways and will yield better results..
Cross media marketing offers marketers the opportunity to reach their customers via their medium of choice. A product with widespread appeal might be pitched to a younger audience via a mobile campaign, while other target groups will be more responsive when reached via print or online ads.
Your audience will simply respond better if they are approached via their medium of choice.
Cross media - How is it being done right?
Two key elements are the activation of the target group and offering benefits to them. This will trigger the participation of consumers in cross media activities.
A well designed cross media campaign will often focus on moving customers from product coupons, print ads, or TV commercials to a web site. This is where a user's behavior can most easily be tracked and measured. This is where users can pull the information they like, communicate with you by simply clicking some keys and where they can most effectively be guided down the conversion path.
This approach also allows for the collection of data for future marketing activities.
The objective is to use each media for what it can do best.
The recipe's secret is a well refined mix of various ingredients on different media. The planning phase is a bit like arranging a song for multiple instruments and the execution of the campaign resembles conducting an (media) orchestra.
Interested?
Does cross media appeal to you? Do you have a project coming up where it could be implemented? Why don't you get in touch with us..
Cross media In action..
Here are some showcases with cross media marketing components:
Additional Info..
