Cross-media marketing isn’t a new concept. In fact, Wikipedia posits that the first notable instance of cross-media marketing happened in 1977 with the release of the movie Saturday Night Fever and its respective soundtrack. The hit single "How Deep Is Your Love" recorded by The Bee Gees was originally meant to be performed by Yvonne Elliman for an unrelated album, but RSO Records decided that The Bee Gees should release the single in an effort to promote the film. When the movie was released, fans were encouraged to purchase not only the single, but the entire soundtrack.
Of course, cross-media marketing doesn’t look or feel the same way it did back in 1977. With the addition of multiple new digital communication channels in the last 38 years, cross-media marketing is doing more than simply “Stayin’ Alive.” Cross-media marketing is thriving as a widely-used marketing strategy.
Cross-media marketing is a strategy employed by businesses to market a product or brand through numerous channels and types of media. Companies might use all media types separately or operate several media in tandem to create a uniform yet diverse marketing campaign. Common types of media include print, online, billboards, video ads on targeted websites, radio, newspaper, television, advertising spaces offered by search engines, and more.
Cross-media marketing will help your brand reach a larger audience and a wider client base. If your product or service is designed to appeal to customers of all ages, your company needs to use multiple types of media to reach all of your target audiences. For instance, younger customers might learn about your brand from an online banner or an advertisement from a mobile app while older customers read one of your ads in a newspaper. And don’t forget, it usually takes seven communications before a customer considers making a purchase. Increasing the amount of communications targeting your customers will get customers to that seventh message quicker.
Advertisements in a cross-media campaign should share a common message. Make sure advertisements are designed to catch the eyes and provoke the thoughts, and they should all contain a relevant message to your audience. Furthermore, be sure to include a call-to-action in all of your messages, such as a link to your website at the bottom of a blog post or a phone number under the logo on your delivery van.
If cross-media marketing seems like an overwhelming burden on your budget, fear not. Cross-media marketing is well within reach of even the smallest business budgets.
"Campaigns can be designed for most budgets,” states Chris Wright, director of digital solutions for MSP in Freedom, Pennsylvania. “It's important to remember that although cross-media marketing campaigns cost more than just a single channel marketing campaign, the potential ROI of a well executed project is also greater.”
Cross-media marketing should be an integral part of virtually any advertising campaign. By combining all types of media channels into your overall message, your brand can increase its reach and its prevalence in your targeted regions. Broaden your customer base by telling your audience “I’ve Gotta Get a Message to You” across multiple channels.
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