If you keep up with news in the marketing world, there’s a term you’ve likely heard being buzzed about for the past few years: cross media marketing.
Cross media marketing is a marketing strategy that leverages multiple channels, both traditional and digital. While similar to multimedia marketing, which delivers the same marketing message across multiple channels, cross media marketing differs in that it leverages each channel to drive customer behavior and interactions across all mediums.
And if you want to drive serious success in your marketing campaigns in 2017 and beyond, cross media marketing is a must-do. Here are three reasons why you MUST include integrated cross media marketing in your marketing strategy:
It Creates A Personalised Experience For Your Customers
One of the major benefits of cross media marketing campaigns is that you have the ability to create a unique and personalised experience for each customer.
By leveraging strategies like PURLs (personalised URLs), which create a unique and personalised landing page for each client, or VDP (variable data printing), which personalises digital communications in real-time to give each user an experience that feels specifically tailored to them, cross media marketing offers the opportunity to customise customer experience. And the more your customers feel that your content and marketing messaging speaks to them specifically, the more customers you’ll be able to convert.
It Gives You The Opportunity To Connect With Your Customers Across Multiple Channels
Cross media marketing also presents the unique opportunity to deliver your content and marketing messaging from each campaign across a number of channels. By diversifying your content channels, you increase the probability of getting your message in front of the right person.
By leveraging multiple channels, you also get the opportunity to strengthen your branding by creating a consistent experience across all channels. So, when your customers interact with you across each channel – perhaps first it’s on social media, then through a personalised mailer, then through a video ad or an SMS message that takes them to a PURL – you’re strengthening your brand messaging and solidifying the experienced for them.
It Bridges The Best Of Both Worlds
Cross media marketing is a must if you’re targeting a wide demographic (like milennials to baby boomers) because it bridges the best of both worlds: traditional and digital marketing.
By leveraging both traditional (like print) and digital (like mobile) channels, you’re able to cover all your bases and ensure that you’re not alienating any of your audience by focusing solely on a marketing channel that doesn’t connect with them.
So, for example, if you focused on strictly on traditional marketing channels, you might miss connecting with a more tech-savvy crowd, while if you focused strictly on digital channels, you would miss out on connecting with the more traditional folks. By having a cross media marketing strategy, you cast a wider net that ensures you capture all your customers, no matter what channel they prefer. And because cross media marketing drives specific interactions between channels, you’re also encouraging your customers to interact with you across all channels, including ones they might not be as familiar with, which increases their engagement with your brand.
It Gives You Valuable Insights Into How To Drive Revenue
One of the biggest reasons you must consider adding cross media marketing to your overall marketing strategy is because it gives you valuable insights into customer behavior and how to better drive revenue. By looking at your response rate (and where those responses are coming from), you can gather which marketing channels connect best with your audience, how to best deliver your marketing messaging, and how to continually optimise your campaigns to drive more revenue. The metrics on cross media marketing campaigns are incredibly powerful and can help you generate more revenue with your campaigns.
If you want to see real results in your marketing campaign, you must include integrated cross media marketing in your marketing strategy. By integrating print, traditional, and digital channels, you’ll
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.