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What Every Business Should Know About Cross Media Advertising

Did you know that 73% of people buy through both digital and physical channels? Cross Media Advertising is a great way to get the most out of it.

According to Invesp, conversion optimization specialists, 95% of marketers today agree that multichannel is essential to effectively target your audience.

According to data from Pedowitz Group, this marketing magic, which we call cross media marketing (or cross marketing in Spanish), is responsible in part for the fact that companies that are able to implement the strategies we share today have a lower cost per lead each year.

Cross media advertising, for example, might be unfamiliar to you at first.

This strategy consists of reaching audiences on all devices. Yes, all.

This is a clear example. A television station broadcasts a match on football, but advertising content for brands in sports is sent via social media.

According to Heinz Marketing, this means that cross media advertising can bring in almost 300% more return on investment than companies that don’t want it.

This prediction was also made by Nielsen in 2018, when he found that Americans spend 10 and a quarter hours staring at screens, whether it be smartphones, tablets, or apps.

Nielsen thought it was excessive. To adapt to the long hours spent on these screens, you need to do double immersion by using multiple devices and channels simultaneously.

What is cross media marketing?

This is basically about promoting your brand and leveraging the many communication channels available today to communicate your message.

It allows brands to improve their visibility through the use of synergy across platforms. It helps consumers be clear about what message they are receiving and can even spark their interest if all channels are connected.

Jusqu’à un jour, omnichannel was not available.

It is a story few people will ever remember, but it happened many years ago before the internet. A customer approached a business to fulfill a need. The customer then contacted the salesperson and purchased the product.

As you might have noticed, things have changed.

A Harvard Business Review study found that 73% of people use both digital and physical channels to make a purchase before they buy.

This means that a customer could have found you easily through a Google Ads Google search ad but didn’t query. He saw another remarketing ad while browsing the news, and remembered it. So he visits your Facebook page, and again asks for information, but this time without specifying. He finally calls and closes the sale a few days later.

Marketing Week reported that 15 years ago consumers had used on average two touch points to make a purchase. This number has almost risen to six today. Nearly half of all people use four.

According to The CMO Club, 55% of companies don’t have an omnichannel strategy. If omnichannel is real, wouldn’t it apply to all media in which your ads appear simultaneously as well?

Cross Media Advertising is the most popular form of advertising

Cross media marketing is a tool that accompanies clients on their journey to the sale.

That is why there are so many combinations!

We have compiled a list below of the most successful cross-marketing combinations.

  • TV/Smartphone
  • Computer / Smartphone
  • Radio/Smartphone
  • Computer/Radio

Cross media marketing continues to be a popular way to reap the benefits.

Of all the options, TV/mobile is probably the most prominent. Accenture found that 87% of mobile users used multiple screens to watch television. This is known as multiscreen.

These people used their smartphones to view live information on the program or find additional information about a product.

Let’s take an example.

We all have been there. We see a movie on TV and find it fascinating. So we grab our phones and go online to look for the director, actor or screenwriter. Do not?

An even cruder example. It is becoming increasingly difficult to distinguish work from personal time with smartphones. We will usually answer an email that arrives during a movie by accessing our cell phones and answering it.

If you find any of these sounds familiar, it’s because we all are part of the multiscreen phenomenon that is so well-known to cross media advertising professionals.

Let’s now move from theory to practice.

How do you create a cross-media marketing campaign?

Let’s start with the basics. Each step is different.

Choose a message.

No matter what channel you use, your message should be consistent across them all. Your audience / users must be able identify your brand, product, or service easily.

What is your target audience?

A good tip is to create a buyer persona that represents your ideal client.

Social media is a great way to market a product for seniors. A newspaper ad may not be the best option if you are trying to reach teens.

Visualize your desired results

What are your goals for this cross-media campaign? Are you able to clearly and concisely call people to action? It doesn’t matter if it’s buying a book or visiting your website, it should be clear and concise.

Promoting a consistent message across media is the first step to building cross-media advertising strategies.

Consumers can be confused by different messages, with different tone and different points of views.

Search engines like Google and social media are great resources for information about your target audience.

It is also better to indicate an action when creating campaigns across different media. You can use mobile apps, electronic newsletters, and YouTube videos to help you achieve your goal of bringing people to your site to subscribe to an online subscription.

Cross Media Advertising Strategies that Work

Digital advertising can be extremely effective if done well, but it can also be highly effective when combined with other media.

An Interactive Advertising Bureau (IAB), conducted a study on the launch of a new model car. It found that mobile web ads, when combined with another medium, increased brand recognition by 19%.

This automotive campaign saw a 211% increase of brand recognition due to the use of a computer and a TV commercial. This combination was then attributed to the 47% rise in purchase intent.

It is important to create the right message and launch it at the best time and through the most effective channels.

This requires you to understand your audience’s behavior when they use the devices. You must also know which devices they use and when.

How do you measure cross-media advertising strategies?

We are more likely to encounter a measurement problem when we use multiple platforms simultaneously.

It is important to see the entire journey of the potential customer before they make a purchase. They can use many touch points both digitally and offline.

To keep track of everything and measure the customer journey, you need a combination of platforms and specialists who can understand both traditional and digital media.

Telco 2.0 Research published a study that found 65 percent of leads would start research on their smartphone, 25 on the computer, and 11 on a tablet.

However, not all ends up in the same place as we know.

65 of the 65 customers start their journey via their mobile phone. 61 then continue their journey via the computer. Many will choose to visit a physical store, despite the fact that many of them are mobile customers. It is a challenge when measuring all data.

Cross media marketing allows for more contact points and more data. You can use cross media marketing to determine the most effective promotions, measure their success and adjust future programs and campaigns.

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