Cross-media marketing allows you to utilize digital marketing strategies alongside traditional print marketing campaigns to maximize your budget’s return on investment (ROI).You can use cross-media marketing techniques to ensure that your business stays in the forefront of your customer’s mind. A solid digital marketing strategy will draw potential customers to your targeted cross media marketing advertisements, which will increase your conversions and your marketing ROI significantly.
What Is Cross Media Marketing?
Cross-media marketing utilizes various forms of media to keep your customers engaged and coming back for more, including:
- Printed posters
- Business cards
- Web page design
- E-mail campaigns
- Mailing campaigns
Utilizing these resources simultaneously allows you to reach a wider range of customers while also keeping your current customers’ attention. Every print ad should contain a direction to your digital presence through digital codes, URLs, and social media handles to keep your customers continuously engaged.
Creating a Cross Media Marketing Campaign
- Create an Incentive
In a world where we are constantly being bombarded with advertising, your job is to give the public a reason to take notice. Give them a reason to follow you on social media, check out your website, or spend their money with you. Get your customers to return for more by providing useful information, quality service, and easy access to those services through incentives.
An incentive may involve a whitepaper download with helpful tips or industry insight, contests for prizes, or early access to sales. Other ideas include:
- Loyalty programs with points
- Free items branded with your company logo
Make your audience aware of your campaign with posters, flyers, brochures, and mail campaigns. Then, to give them direct access to your website or downloadable items, place a quick response (QR) code on your print ad. The small, checkered square is scanned with a smartphone, and the embedded code leads your customer to your website or promotion.
- Track and Test
Utilize A/B testing by placing unique QR codes or PURLs on different versions of your print ads to measure their effectiveness. This data allows you to see which types of incentives work best, as well as which advertising form is most effective for you.
If flyers brought in the most activity versus posters, you could adjust your next campaign accordingly. Continue to track and test through every stage of your campaign to fine tune your cross-media marketing strategy and increase your ROI.
After your QR code or personalized site address (PURL) sends your customer to the incentive, you can track where they went on your site and how long they spent on each page with Google Analytics or another analytics-tracking tool. Save all of this data for future use and it will enhance your campaigns by letting you tailor it to the most acted-on versions of your offer.
You can also use PURLs and QR codes on your business cards and corporate stationery to track their effectiveness for audiences of your particular industry and brand.
- Utilize Results for Future Campaigns
Use your tracked results to help you correlate visits to conversions. Find out how many users were sent the QR code and use the information to target the more responsive users during your next campaign. Personalize your responses using variable data printing for even better results.
Tracking these results allows you to focus only on the campaigns that work best. Reducing ineffective methods and focusing only on the most profitable and responsive users will help you increase your ROI exponentially.
To get started with your cross-media marketing campaign in Arkansas, contact Arkansas Graphics, Inc. at 501-263-2649 to speak with one of our marketing consultants.