In the new digital age, countless marketing techniques have had to be created to boost online businesses. Everything goes out of style or becomes obsolete faster than you can imagine!
In this post, we’ll discuss one of the strategies that has been increasingly implemented: Cross Media Marketing !
It’s a technique characterized by integrating different media or channels to deliver a common message and thus promote a brand. It has gained widespread popularity because it knows how to make the most of each of the available platforms… The result is a well-informed audience about what’s happening with the business.
Statistically, it’s estimated that every mobile or computer user has accounts on at least two social networks. Do you realize what a huge niche this represents for cross-media marketing ?
And it’s only natural that this happens, as digital media have become indispensable for human beings. They shape today’s society, and marketing is no exception.
An example is the notifications many users receive about advertising or new content on YouTube. And it’s even very likely that one of these notifications will take you to a Facebook fan page or an Instagram catalog. That’s what it’s all about!
What is Cross Media Marketing for ?
Cross -media marketing serves to mass-produce a message and thus take advantage of the vast number of communication platforms and channels available… or at least a large portion of them. It’s also a strategy that guarantees very positive results because the vast majority of internet users focus on social media.
And like everything that happens on these types of networks, what’s published through Cross Media Marketing is also susceptible to going viral. So get ready to expose your brand to larger audiences than you can imagine!
But beyond that, the main function of Cross Media Marketing is to boost a brand or company’s visibility by synchronizing different platforms.
How to create a Cross Media Marketing strategy ?
You’re probably wondering how to implement or implement a strategy like Cross Media Marketing, and below we’ll tell you some aspects you should take into account when implementing it.
- Set goals: You must establish what tasks you will carry out for your company’s purposes and define the objectives according to the impact you want the strategy to generate.
- Getting closer to your customers: Knowing your potential customers is essential. Knowing how they behave on social media and identifying their interests and preferences is essential.
- Personalized content: Offering quality and relevant content will generate interest in potential customers.
- Encourage user interaction: This means that every channel or social media platform should have an interactive component where users can participate and identify with the brand or company. This brings you closer to your potential customers and allows you to build close ties and brand loyalty.
How to measure a Cross Media Marketing strategy ?
When using multiple platforms running simultaneously, you may have difficulty measuring.
However, you can use general web analytics tools or access the analytics services of each social network. For example, Google has Google Analytics, while for Facebook and Instagram you can use the Facebook Pixel.
But it won’t be enough to simply read a few pieces of data and nothing more. Remember, it’s a combined strategy! So you’ll need to be skilled enough to relate the data extracted from one platform with the information obtained from another.
Just like Cross Media Marketing, measurements must be comprehensive.
Examples of Cross Media Marketing
Cross-media marketing strategies are more common than you might think. Technology companies like Samsung and Apple often advertise on a variety of channels, from traditional social media to YouTube.
However, other companies like Coca-Cola or McDonald’s go much further and even often combine their social media advertising campaigns with traditional media like television. The interesting thing is that these types of ads often invite people to visit their social media channels. Do you know the objective? Correct. Cross Media Marketing !