Let's face it. In the world of marketing, quality matters. There is nothing that will tarnish or hurt your brand worse than being sloppy and careless with your content marketing strategy and execution. Have you ever visited assembly lines or production plants? All of these shops and products ultimately head to one place: final testing and quality control. Shouldn’t your content marketing endure a similar process?
As ice hockey legend, Wayne “The Great One” Gretzky once said, “you miss 100 percent of the shots you don’t take.” It’s an inspirational quote regarding failure versus success, but the difference between the 4-time Stanley Cup champion and an average Joe is that when Gretzky missed, he wasn’t too far off the mark. Some people might end up breaking a window when they miss a shot. Have we carried this metaphor too far already?
Cross-media advertising basically refers to any marketing strategy that uses multiple types of media to promote a brand or company. For example, a direct mail campaign that encourages users to visit a specific promotional website using personalized URLs can be considered a cross-media marketing campaign. A videogame or movie can release part of its soundtrack early in order to promote the project as part of a cross-media campaign, also.
Maintaining a consistent brand identity used to be much simpler. It was especially simple back when advertising was nothing more than a London man wearing a sandwich board that read “Boots at twelve shillings a pair.” But today, businesses have to manage far more advertising channels than just a tall dude with a mustache who serves as a walking billboard.