Cross-media marketing is an innovative way to leverage multiple mediums to reach your customers and deliver key messaging across multiple platform. It’s engaging, it’s effective and it’s quickly gaining popularity in the business world.
But how can you work cross-media marketing into your business and run an exciting and effective cross-media marketing campaign?
Step 1: Get Clear On Your Messaging
The first step to working cross-media marketing into your business and coming up with a solid strategy is to get clear on your messaging. At its core, cross-media marketing is telling a story across multiple mediums and channels to drive a specific result. And before you can generate those results, you have to really understand the story that you’re trying to tell.
Start with your brand story. Who are you as a brand? How do you want to show up in the market? What’s your POD (point of difference) and how are you different and better than your competitors? Why should people buy from you?
Once you’re clear on your brand story, you want to get clear on the story that you’re trying to convey in your cross-media marketing campaign. What’s the ultimate goal? Do you want to raise awareness and share your brand story across multiple channels? Do you want to get the word out about a new product or initiative through an interactive product experience?
Whatever your end goal, it’s imperative that you have clarity on what you’re trying to accomplish. Because if you’re not sure what your message is, it’s going to be hard to get that message across on one platform, let alone multiple platforms.
Step 2: Figure Out Ways To Get Your Messaging Across In Different Media
Once you’re clear on your message, it’s time to brainstorm and figure out ways to tie that message in across multiple forms of media. How are you going to integrate print, social media, digital, television and/or in person experiences into one cohesive campaign?
When planning a cross-media marketing campaign, you’ll want to consider integrating the following channels:
- Direct mail
- Email marketing
- Social Media
- Television and Radio
- SEM (search engine marketing)
- Print advertising
- Social media advertising
- Content Marketing
- In person/experiential marketing
Once you know which areas you want to integrate into your campaign, you’ll need to narrow in on the best way to communicate your message on that particular platform, and how you can tie that platform to the other aspects for your campaign. Keep in mind that the key to successful cross-media marketing is to make the experience as personal as possible for your audience.
So, for example, let’s say you’ve decided to incorporate direct mail, social media and an “in person” experience. You could send a direct mailer to your clients with a PURL sending them to a custom landing page for a highly personalized in person experience with your brand. Once registered, they can participate in your social media by using a custom hashtag to share about the experience.
Step 3: Track Results
One of the most important parts of a cross-media marketing campaign (or any marketing campaign, really) is to track your results and optimize your campaign accordingly. Tracking the way your customers interact with your cross-media marketing campaign and understanding your analytics and how each aspect is performing is crucial to the overall success of the campaign.
Look for a cross-media marketing partner with a robust analytics package so that you know what’s working, what isn’t and how to change your campaign to maximise effectiveness.
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.
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 firstname.lastname@example.org to arrange an obligation free 10 minute discussion with a member of our expert team.