Cross-media marketing: How to achieve cross-channel success
With the right cross-media strategy, you can reach your target group in the right place at the right time. In this article, we show you how to reach interested parties and companies via different media and answer questions for the perfect introduction to cross-media marketing.
Cross-media marketing: the advantages at a glance
Scientific studies on cross-media strategies have shown that the conversion rate is significantly increased by using cross-media marketing. However, using different media channels for your campaigns has even more advantages: A synergy effect is created and the target group is heavily involved. As a result, not only is content remembered, but brand presence is also increased. We have compiled an overview of the advantages of cross-media marketing for you:
- Comprehensive effect
- Large ranges
- Little effort
- Use content multiple times
- Combining print and digital
- Different target groups
- Being remembered as a brand
- High level of identification with brand or company
- High return on investment (ROI)
- Increased conversion rate
The cross-media inbound & outbound service outbound service from ComCare 360 is geared entirely to your requirements. We take over and support you with all important measures in communication and sales policy.
What is cross-media marketing?
The term cross-media combines various channels such as print, web, TV, radio, social media and many more. The online and offline media channels are used in parallel for cross-media marketing in order to successfully promote a product, service or brand through a cross-media strategy.
Ideally, a Cross-media campaign at least three online and/or offline channels combined, with one medium taking center stage. If the focus is on TV advertising, for example, an app and a social media channel can be added.
Above all, however, a cross-media concept is important, a goal that is already taken into account when developing the strategy. A successful cross-media campaign broadcasts advertising and content for channels that complement each other perfectly in terms of topic, timing and design. This creates so-called synergy effects that push marketing and, in the best case, lead to more attention and success for your own company.
Why online marketing on more than one channel?
Cross-media marketing is omnipresent in everyday life. First thing in the morning at the breakfast table, we turn our attention to the TV or our smartphone to catch up on the news and the latest on social media platforms. We are accompanied by radio or billboard advertising on the way to work and click through newsletters and advertisements in our email inbox in seconds.
To ensure that your own marketing Overstimulation of media does not go under, you need more than just one point of contact with your target group. With an unusual cross-media concept and the right channels for your company, you will really be remembered by your future customers.
More than internet and social media: Channels for a cross-media campaign
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There are many channels available for cross-media marketing to place advertising messages and content for your target group. These are designed as part of the marketing strategy so that they are linked together.
- Classic print: trade journals, magazines, newspapers, posters, flyers, brochures, posters
- Internet: Websites, e‑mail, newsletters, banners, ads, apps
- About video: TV, cinema, YouTube & Co.
- About Audio: Radio, Podcasts
- On social media: Twitter, Facebook, Instagram, Pinterest, LinkedIn, Xing, Snapchat
- On site: events, trade fairs, festivals, sponsoring, stores
The difference between cross-media & multimedia marketing
The term multimedia is often used in connection with cross-media marketing. This can cause confusion. Even though both terms are based on a similar approach, they differ at second glance.
- Multimedia marketing focuses on media formats and presents content in the form of text, images, videos or audio.
- Cross-media marketing, on the other hand, describes the use of individually adaptable advertising measures and media on different channels such as social media networks, radio and television.
- Multi-channel marketing is a third way in which the exact same content is played out on different channels.
Multimedia is about content that is prepared in different ways. This is about the format. For example, this could be advertising for your products on a website. The same product is advertised using different content, for example as text, images or video.
Cross-media strategies use different media simultaneously for a campaign, with at least one medium being used to interact with the target group. The focus here is on the connection via the topic. For example, this could be a YouTube post that links to a social media channel. This creates a synergy that has a strong effect.
The future of cross-media? Cross-media marketing as an opportunity for digitalization
In our digital world, the variety of communication channels has exploded thanks to the internet and is becoming increasingly important. The opportunities for companies to get in touch with potential customers through online advertising have multiplied. Essentially, some companies are therefore faced with many more challenges when it comes to choosing the right communication channels for their target group in a targeted and clever way. In addition, marketing campaigns on various channels need to be managed professionally.
The right marketing mix is therefore primarily a question of effectiveness and quality, which is why many companies rely on external help with cross-media marketing, which can help with the implementation and Support for every campaign can be decisive influencing variables and success factors. Multi-channel concepts are also playing an increasingly important role in brand communication.
Cross-media marketing is about cleverly linking different internet media, social media platforms and the use of modern, digital communication channels and applications as part of campaigns and using them consistently for advertising and sales. With the right service and the necessary know-how, they support your own cross-media strategy to ensure that your message reaches your target group.
External service providers help you to communicate your message successfully across all channels and answer all your questions. Let ComCare 360 provide you with expert advice on your cross-media strategy and get the right measures in place.
E‑mail service
Successful online stores and sales structures often entail a considerable volume of emails. With our e‑mail service, external service providers take care of all correspondence and communication.
Complaints management
We take inbound/outbound complaint management into our own hands with sophisticated solutions and with the help of qualified and comprehensively instructed teams: Surprise your customers with the best service.
Processing of orders
With very successful sales campaigns and high demand, it is important that orders are processed quickly and reliably. There is no need for bottlenecks in the company. We are happy to take care of the organizational aspects for your product and customers.
Chat support
With the right concept, tool and approach, you can confidently offer your popular chat support with all its benefits. You will win new customers through direct customer service and your amazingly excellent service is guaranteed to be remembered by your target group.
Office service
When the back office becomes a bottleneck, flexible solutions and office service concepts ensure efficiency whenever they are needed. Professional service providers supply your customers with information – across different channels.
Quotation preparation
If successful campaigns generate a lot of demand, the creation of offers must not become a bottleneck. Here, too, it is possible for this task to be efficiently taken off your hands.
Cross-media management: optimization is a question of principle
It all comes down to the right mix when developing a strategy – this is crucial for success in cross-media marketing. Depending on the product or service, audience and target group, there are individually suitable communication channels for your company. The organization of a targeted customer journey and a well thought-out communication strategy are the key challenges in cross-media marketing
An analysis of the individual customer journey stages, media, marketing and online marketing tools also enables transparent planning of complex and multi-layered cross-channel marketing projects. This transparency and clear project planning are essential when it comes to marketing success. A call center like ComCare 360 serves as a marketing back office to establish targeted communication and interaction with your target group. Wherever appropriate, the team supports your website, your online store, your social media advertising campaign or another communication channel, for example.
Whatever form you organize your online marketing or advertising in: To ensure that these interfaces between company and target group convert to the highest possible degree, it is important to increase the involvement of your customers. In this way, your advertising messages are better remembered and more interested parties become paying customers.
The right strategies for your cross-media marketing
In cross-media marketing, campaigns address those channels that are close to the customer. Cross-media marketing also includes, for example, TV commercials, posters and print content in magazines and newspapers, television in general and radio advertising. If the direct communication channel and interaction are also competently managed, your own cross-media marketing is already pretty well equipped on the way to the specified goal.
The advantages of cross-media direct formats are obvious: in this way, your company is always at the forefront of e‑mail marketing campaigns, social media marketing, telemarketing and other proven and efficient marketing channels. Direct marketing formats optimally staffed.
With ComCare 360 ‘s cross-media campaigns, you can simply outsource the time-consuming and costly sales areas and benefit from the optimization and measurably better results of your campaign.