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MARKETING: Cross-Media Marketing
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Cross-Media Marketing

By Aaron Low

BT 201705 Marketing 02
With technology at such an advanced stage, many customers now embrace newer, digital forms of media like social media. It is therefore also with interest that marketers consider these newer forms of digital media in their advertising while not ignoring traditional media. Cross-media marketing is an attractive prospect for marketers in recent years. It is an integrated marketing strategy of communicating with customers using multiple forms of media to present a consistent message across a single campaign, all the while tracking results in real time. Types of media that are used in such a strategy are usually a combination of both traditional forms (e.g. radio, print and television) and newer, digital forms (e.g. social media, website and mobile apps)

hl 07Already several examples of cross-media marketing are abounding today. An example would be sending a postcard which includes a personalised URL (PURL) to attract the reader to visit a personalised website. In this case, traditional mail and website are two forms of media that have been combined. Another cross-media marketing campaign would be linking a QR code on a flyer to a website. Whatever the exact details of a cross-media campaign are, all of them share some common features. For example, one-to-one, customised marketing messages are delivered, i.e. the message is targeted at a specific individual (personalised). According to how effective the efforts are in terms of response, messages can be modified in content and re-tailored again. Additionally, the main purpose is to reach a larger audience and customer base using multiple types of media and delivering to each unique customer segment a relevant message and call to action.

There are many benefits of cross-media marketing to reach different customers. Studies have shown that cross-media advertising results in increased sales amounts and brand recall and awareness across a variety of platforms. In addition, cross-media marketing is easier to manage than single-media approaches, allowing for ease of consistency of a company's brand across multiple media platforms. Perhaps the most valuable benefit of cross-media marketing lies in data analytics. The increased number of touch points results in the collection of much more data which can then be analysed to evaluate a strategy's success and whether the current marketing strategy requires any fine-tuning in future.

BT 201705 Marketing 01How should you go about implementing a cross-media marketing campaign? Discussed below are some useful tips to help you get started -

BT 201705 Marketing 03 Cross Media Marketing FlowB1. Deliver a consistent message
Customers prefer to see a consistent, cohesive message across all media. By confusing customers with inconsistent messages across different channels, it does not reflect well on the company and customers will lose trust which would result in worsened relationships with them. Hence, good cross-media marketing requires careful planning across different touch points to deliver a cohesive message.

2. Know your audience
Having adequate information about your customer base is essential in executing a successful cross-media marketing campaign. Important details to find out include the preferred mode of communication of various customers, their needs and wants and willingness to spend. Hence, it is important to do enough research into the demographic and psychographic variables of different customer segments before beginning cross-media marketing. Sufficient data on the above will help the marketer to plan and deliver the best message to each group of customers.

3. Ensure message relevancy and effectiveness
Knowing your audience forms the basis of ensuring that a relevant and effective message gets delivered to customers. However, the marketer can further build on that foundation with a few strategies. For example, messages can be made more relevant via personalisation techniques that increase the probability of the customer reading a marketing advertisement and ultimately improving response rates. Moreover, ensure that the message delivered is customer-oriented, delivering the unique value proposition of the company's products or services in a way that resonates with customers.

4. Constantly collect data, experiment and repeat
Effectiveness of a trial cross-media marketing effort can be evaluated against another control group. The process is continuous as marketers should continue to experiment until they have found a "winning formula". Every campaign provides lots of data which can be analysed to allow the marketer to gain insights into their customers and repeat their efforts to improve their return on investment (ROI).

At the end of the day, cross-media marketing is a powerful way of communicating with customers. What the marketer must not forget is to leverage on data analytics to gain knowledge about customer profiles and behaviours. Ultimately, it is important to establish a community where two-way discussions between marketers and customers are possible, relationships are built and a lasting connection can be developed.

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