When we read about cross-media marketing, we are most likely to read about sprawling, comprehensive campaigns that involve multiple social media sites, TV, mobile, posters and billboards, integrated dashboards and real-time metrics from global brands. White papers abound from IT services and data management companies like SAS.
It’s as if cross-media marketing has to be big or it’s not effective.
But what is cross-media marketing really? It’s communicating a marketing message using multiple channels or moving consumers from one channel to another to reinforce branding or communicate a marketing message.
That means that QR Codes are cross-media marketing. Personalized URLs on direct mail or email are cross-media marketing. Direct mailers with email follow-ups are cross-media marketing. These are campaigns that are easily implemented, and as long as they are done well, they generally achieve much better results than a single channel alone.
In an ideal world, every marketer would be able to use big data, gain a 360-degree view of the customer, and start, monitor, and measure social media conversations relating to their brands. But if that’s the only way we talk about cross-media marketing, it makes these campaigns sound inaccessible to the average marketer.
It’s time to bring the cross-media marketing conversation down to earth and talk about real campaigns that are really implementable by even small and mid-sized marketers.
How are you helping your customers do that?