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Step by step to the cross-media campaign


Why cross-media marketing campaigns are the right path to sales and branding

Cross-media marketing is an important step for brands to place themselves in the target group with confidence and to stay in their minds in the long term. This refers to playing out similar content across different platforms so that as many channels as possible are offered to receive messages.


How do I get customers to have my brand in mind when they need the product – or even before they know they need it?

This happens through the knowledge that the brand exists, the conviction and the identification with the product and the brand. Of course, the price-performance ratio also plays an important role here in order to stand out from the competition.

At best, customers are already familiar with the brand and know they want to buy it before the “need” phase and are convinced.

Regardless of whether the customer already knows the brand or not – it has to be placed in such a way that customers have it in their minds and remember it. This happens through marketing: through ads in newspapers, citylight posters, online banners or influencer marketing – depending on where you are most likely to reach the target group.

But what tends to be forgotten here is that consumers can be reached in more than one way. And a long-term bond with the brand and the product does not happen with a single contact.

Example: I, as a consumer in my mid-twenties, am Generation Instagram. I scroll through the feed and let myself be influenced by ads or product recommendations from my favorite bloggers. In the same way, however, I walk and drive through the city, getting to see, albeit rather subconsciously, the advertising posters in town. I watch television – and even if I reach for my cell phone while I’m watching, certain commercials remain in my memory over time.

How about if I reach for my cell phone in the evening during my favorite trash series in the commercials so that the commercial time goes by faster – and then see the exact ad in the Instagram feed that is running thematically on TV as well? When my favorite blogger also addresses the topic or product and I also see the offer on a billboard in parallel a few days later while doing my weekly shopping? Either I’m annoyed (which is why you should also consider good timing of the actions) – or a desire to buy arises without me even knowing that I need the product.


A concrete example here is telecommunications providers

One of my favorite bloggers tells me about a product that grabs me, which is why I look at the advertising story in full. The first positive contact is made with the brand. Even if I don’t directly strike at the offer, I will remember it. In the city, while waiting for the bus, I see an advertising poster matching the campaign that the blogger had already presented and directly find the link – the brand anchors itself further in my mind. This chain can be continued with a TV or radio spot or an ad on the Internet or on social media. Even if I don’t currently have a need for the offer, the multiple contact density with the offer and the brand is in my head and I will probably look directly at this provider for offers in the future.


Conclusion

One of my favorite bloggers tells me about a product that grabs me, which is why I look at the advertising story in full. The first positive contact is made with the brand. Even if I don’t directly strike at the offer, I will remember it. In the city, while waiting for the bus, I see an advertising poster matching the campaign that the blogger had already presented and directly find the link – the brand anchors itself further in my mind. This chain can be continued with a TV or radio spot or an ad on the Internet or on social media. Even if I don’t currently have a need for the offer, the multiple contact density with the offer and the brand is in my head and I will probably look directly at this provider for offers in the future.

The next step would be to contact the provider directly via their website or Instagram account for more in-depth details. If the campaign isn’t referred to here as well, I’ll probably jump off again. But if the website directly addresses the campaign theme I already know, I’m not far away from making a purchase.

The use of the following media should be considered in a cross-media campaign, of course always coordinated according to the target group and the available budget.


How do I know if this cross-media campaign was successful?

Success is measured using various KPIs that are defined in advance. Each medium has its own key figures that can be analyzed and combined into an overall result report: Whether it is various discount codes, tracking links and page views, sales or customer contact with the brand, or reach or insertion metrics. The important thing here is the groundwork and thus the crucial question: What do I want to achieve and how can I measure it?

After all, we only want to achieve one goal: To make our customers happy with our brand and products in the long term – and we succeed by reminding them how great we are! 😉

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