The strategic interlinking of different marketing channels and messages – also outside of the digital space – has great potential for advertisers. Smaller companies in particular can avoid undesirable wastage with targeted online and offline advertising. [Anzeige]
Crossmedia Marketing – or Cross Channel Marketing – offers advertisers countless possibilities to reach their target group. A wide variety of coordinated marketing channels play a decisive role in the effective implementation of such an advertising strategy. In contrast to multichannel marketing, one message is not spread across many channels. Instead, the individual company messages are connected to one another via various channels and ideally build on one another based on data. The systematic linking of the individual communication channels and messages is therefore particularly important in cross-media marketing.
The interlinking of online and offline channels in particular holds unimagined potential for many advertisers. The majority of users are already used to and expect to receive personalized ads online – whether on social platforms, via email or in display advertising. This is by no means the case with offline communication. Very few brands address their target groups here, for example with personalized direct mail. And that although the the technical requirements for this already exist. An interplay of personalized offline and online addressing offers brands the advantage of being able to specifically communicate content that is more relevant to the customer. On the other hand, cross-media marketing ensures a unique position, for example by linking e-mail and print. This is because companies can exceed customer expectations in terms of offline communication and create extraordinary experiences for them that will be remembered.
E-mail and print: This is how advertisers can take advantage of cross-media marketing
Cross-media marketing can therefore first increase brand awareness and then build trust in the brand based on this. The State of the Connected Customer Report from Salesforce clearly shows that customers are more likely to trust a brand if they already know it. A well implemented, personalized offline experience can also help to noticeably strengthen individual customer relationships (and loyalty). In order to operate effective cross-media marketing, at least three channels should be used. The decision which one might be suitable for your company should be made on the basis of a well-founded target group analysis. This way you can tailor the channels to the needs and habits of your potential customers.
A good example of successful cross-media marketing is the appearance of the airline Airberlin. This not only uses the website to draw the attention of interested parties to their offers. Important information and product and service notes are also conveyed to the customer via the app, personalized e-mails and print materials. The approach and communication are adapted to the respective marketing channel. For example, interested parties can receive a coupon for their next travel booking by post. However, this can only be activated or redeemed via the website or the app. Once the trip is booked, the users receive a personalized email that is tailored to their travel destination, for example, and suggests further activities on site.
Multi channel marketing or cross media marketing: what’s the difference?
In contrast to cross-media marketing, in multichannel marketing the advertising messages do not explicitly relate to one another. To illustrate this, the campaign of the telecommunications provider Otelo can be used. Together with the charismatic football expert Günter Netzer, the subsidiary of Vodafone switched to the slogan “Lieber alles Netzer. As Netzer everywhere ”a humorous campaign in which the ex-soccer star can be seen in 30-second spots in museums, swimming pools, courts, hairdressers and even in the red-light district. These ran on the private channels RTL, ProSieben and Sat.1. In addition to the TV presence, the campaign also included online banners and print ads. The target group is addressed through several channels, but these are not related to each other. The Otelo campaign is also very generalized and does not require any personalization.
Small and medium-sized companies, on the other hand, can particularly benefit if their ads at the various touchpoints are largely adapted to the individual needs and interests of potential customers – this also applies offline. The provider of cloud computing solutions for companies suggests an effective strategy for personalizing your cross-media campaign in practice Salesforce before: Offer users a discount coupon on products or services that the user has already viewed on your website. Have the same coupon played out on social media with the help of retargeting or send the discount coupon to the users via remarketing by email. If it is an existing customer or lead, you can go one step further and attract special attention with direct mails with direct contact and a personalized offer.
Four tips for your cross-media marketing campaign
Cross-media marketing therefore offers advertisers many advantages. In this way, both brand awareness and brand trust can be increased. Brands are also able to generate customer data, for example through hands-on activities on social media, which can then be used for the digital or analog newsletter. In addition, users in the customer journey are offered several interlinked touchpoints that build on one another, which makes a final conversion more likely.
So that you can get started with your cross-media campaign, we have put together four tips for you:
1. Communicate consistently
The branding has to be the same across all channels, otherwise the consumers will not be able to connect to your company and thus not be able to build trust in the brand. This not only applies to the visuals, but also to the tonality.
2. Create incentives for consumers
today the potential customers control the buying process. So create an incentive for them to buy your product, visit your website or book your service (incentives can be: a free e-book, discounts or in-store promotions).
3. Know your target audience
Collect data and analyze it – best always and everywhere. In this way, you can select your channels specifically and know how to best reach your target group at what time (for example with a radio spot on the way to work).
4. Create as many touchpoints as possible
Try to encourage your target group to sign up for the newsletter, for example, or to take part in a social media campaign in order to get targeted customer data (possible motivation here is a discount code).
Of course, the user data obtained should primarily be used to to create a maximum satisfactory user experience (UX) for the potential customer. And today that means: a UX that is as personalized as possible. With today’s flood of advertising offers, these can also be designed in an extraordinary way in order to stand out from the crowd of competitors. Here in particular, communication via non-digital channels such as direct mail in conjunction with coordinated online ads is now worthwhile. For example, special discounts or product samples that a customer receives after looking at an item several times can prove to be a good way to bind the customer to a company over the long term. And that’s what it comes down to especially in the current time especially on.