Using cross-media is the best way to get the most out of your marketing. Basically, it simply means using more than one or two channels to reach your customer. But it's really more than just that. Using multiple channels willy nilly with no strategy and nothing to connect them is hardly better than just using one channel. With a true cross-media outreach, all the channels you use are connected, giving your customer an integrated experience and making it easy to measure your effectiveness.
Cross-media marketing can use any mix of marketing channels, including direct mail, email, mobile, social media, TV, billboards, or any other kind of personalized or mass outreach. When you use a variety of channels, the chance of reaching your customer at the right place and the right time increases dramatically. Not everyone is checking their email, but some are. Not everyone will drive past your billboard, but some will. Not everyone uses social media, but some do. When your marketing message is present at all these channels, instead of just one, a lot more people will see it and respond to it.
The power of cross-media, like any marketing strategy from PULP, lies in the ability to measure everything. You won't just be marketing through one channel and assume it's what's bringing you business. Every channel will have tracking attached. That way, you can see what kind of response each outreach is pulling. Once you find out what's working, and what's not, you can fine tune your marketing to be even more effective in the future.
If that doesn't explain cross-media enough for you, or if you're like a lot of people and prefer a visual, this video gives an excellent picture of how cross-media works. We recommend that you watch it, even if you think you have a handle on the idea. It shows you a cross-media campaign in action, from beginning to end. Plus it's a cartoon, and who doesn't love that?
If you want to know more about how cross-media can work for your business, give us a call at 800-264-5934.