Crossmedia – Mix it Baby..
Think of your various marketing efforts as an ecosystem with 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. Reaching your audience via separate channels can lead to an increased learning and memory effect.
Cross media - too expensive?
Sounds like wasting money? The initial setup efforts can be a bit high. Reaching your audience in multiple and more efficient ways, though, can yield better results.
Cross media marketing offers you the opportunity to reach your audience via their medium of choice, which leads to improved response rates. A product with widespread appeal might be pitched to a younger audience via a mobile campaign, while other target groups will be more responsive to print or online ads.
Cross media - Which way is the right way?
Two key elements are the activation of the target group and offering benefits to them.
You can guide your audience down a conversion path by leading them from an offline to an online environment. Here you can track results and behaviors and measure the success of your campaign.
A well-designed cross media campaign will often focus on moving customers from product coupons, print ads, or TV commercials to a specially designed micro site or landing page. Users can pull the information they like and you can use this hub to initiate conversation. Directly engaging with your customers is a necessity – not an option - in web 2.0 marketing.