Today’s consumers aren’t limited to a single channel, and your marketing strategies shouldn’t be either if you want to reach them in an oversaturated market.
Achieving the desired ROI for your marketing campaigns is possible when you focus on the contemporary climate of marketing. Primarily dominated by multi-media, the multi-device online presence requires innovative cross-media marketing campaigns that allow you to engage with your audience on a more genuine level.
Cross-media marketing simply makes use of the variety of different media available to communicate a cohesive brand message to your customer. By initiating an effective cross-media marketing campaign, you will be able to increase your brand awareness across a variety of platforms and reach otherwise untapped areas of your market.
Using Cross-Media Marketing to Drive Brand Consistency
Maintaining and delivering a consistent brand message is the heart of any successful cross-media marketing effort. Cross-media campaigns allow you to utilize platforms like Facebook, Twitter, email marketing, and print marketing, each of which has specific strengths and weaknesses when it comes to representing your brand.
By creating a cohesive presence across multiple channels, you’re making contact with your customer in every area of their lives. When you can engage your customers with a strong, unified brand presence, it makes your product or service memorable.
Check out this example of a very successful cross-media marketing campaign that utilized direct mail and print marketing!
Of course, brand management is a distinctly collaborative effort, and cross-media marketing strategies require that your entire team be on the same page when it comes to presenting your brand image. Successful brand integration across channels will inevitably strengthen your brand presence while a disjointed effort will look haphazard and uncoordinated to the discerning customer.
Delivering an Effective Message to Your Customers
Your business operates on a unique value proposition, and the goal of your marketing strategy should be finding new and engaging ways to communicate that value proposition to your customers. Successful cross-media marketing should always be customer-centric, meaning you should choose to deliver your message across channels that make sense for your customers.
If your target audience is teenagers, Twitter and Snapchat may be the most effective way to reach them. If you are a B2B business, LinkedIn and email will be your best channels. No matter who your audience is, utilizing several platforms and marketing mediums is the best way to ensure that you’re top of mind.
Get creative with your marketing media and use live video content, targeted emails, personalized URLs (PURLs), social media, and add QR codes to your print campaigns. Using a single medium to try to reach every customer is a recipe for frustration.
Some people are so bombarded by social media “noise” that they automatically filter out most of the content they see while others may be conditioned to avoid email campaigns. With cross-media marketing, you can harness the power of your brand message and deliver it in ways that are beneficial and palatable for all of your customers.
Data-Driven Campaigns Achieve Results
Data-driven marketing campaigns are here to stay, and one of the most intriguing benefits of cross-media strategies is that they provide you with a wealth of data points to track. Introducing a firm set of actionable metrics is one of the most effective methods for increasing your digital marketing ROI, and cross-media approach will net you more diverse and higher-quality data that will let you understand your customers and your market in new ways.
If you want to start a cross-media marketing campaign in Arkansas, contact Arkansas Graphics, Inc. at 501-263-2649 to speak with one of the specialists on our marketing team.
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