Cross-media Marketing: What It Is And Why You Need To Know

crossmediaIf you’re at all involved in the business or marketing worlds, then you might have heard the term “Cross-media marketing” pop up in recent conversations. Cross media-marketing is a big marketing buzzword in 2016 and more and more companies are investing in this new way to connect with their audiences, deliver key messaging and drive sales and interaction.

But what exactly is cross-media marketing? How does it differ from other types of marketing? And how does it relate to you and your business?

 

What Is Cross-media marketing?

Cross-media marketing refers to the practice of leveraging both traditional and digital marketing channels to communicate with audiences, gather key information and use that information to foster specific interactions across channels.

It’s important to note that cross-media marketing is NOT multi-media marketing. Multi-media marketing is delivering the same marketing message across multiple channels; for example, running a coordinated ad campaign across television, print and radio. Cross-media marketing leverages all of these channels and more to drive a specific consumer interaction that they can then track and use to further optimize the campaign.

So, for example, say your company was launching a new product and wanted to run a cross-media marketing campaign. You could create a print ad to send out to your audience with a custom URL. Once they visit the URL, they would then be shown a commercial telling a story about the product. At the end of the video, it would prompt them to visit your social media page, or fill out an optin form for your email list, and so on across various channels with data being collected and tracked across each step of the process. Having this data across all channels will allow you to optimize and personalise the experience for your customers, leading to increased sales interactions.
What Are The Benefits Of Cross-media Marketing?

Being able to collect data from your customers as they experience your brand across different channels is extremely powerful, and it allows you to personalise the experience between your brand and your customers.  One of the technologies leveraged by Cross-media Marketing is Variable Data Printing (VDP). VDP actually personalizes your digital communications in real time so the end user feels that the experience is tailored specifically to them. Customers have a significantly higher chance of following your call to action, whether it’s signing up for your email list or purchasing your product, when they feel a personal connection to the experience.

Cross-media marketing also gives you the opportunity to foster long term relationships with your customers across multiple platforms. You’re creating a consistent and positive brand experience across both traditional (print, radio, etc.) and digital (websites, email, etc.) mediums, increasing trust, brand recognition and loyalty.

 

How Does Cross-media Marketing Relate To My Business?

Cross-media marketing is the key to tying together your traditional and digital marketing efforts, building relationships across multiple mediums and ultimately increasing sales and profits for your company. It allows you to tailor your marketing communications to your clients, at each marker in the customer life-cycle.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality cross-media marketing, graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

Further, our recent major investment in the Cross Media Marketing Platform, XMPIE, enables us to work with you to create amazing campaigns for your business that will help convert more clients, more often.  We dare you to try it – but we hope you are ready for the influx of additional enquiries and sales.

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross-media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

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