Potential customers consult different media before deciding on a product or service. An advertising message might reach them through a printed mailing, an insert, a print advertisement or a digital ad.
Cross-media marketing brings suitable communication channels together within a campaign. Target audiences, messages and the timing of each contact are coordinated.
We support businesses in planning and implementing cross-media direct marketing campaigns – for B2B and B2C audiences, nationally and internationally.
What is cross-media marketing?
Cross-media marketing is the coordinated use of several communication channels within a marketing campaign.
Traditional advertising formats such as printed mailings, inserts and print advertisements can be combined with digital activities.
The key is for the individual contacts to share a communication objective and complement one another in terms of content.
Not every campaign needs as many channels as possible. The right combination depends on the target audience, offer, budget and available ways to reach potential customers.
Combining print and digital for customer acquisition
Different advertising formats perform different roles within a campaign.
A postal mailing can present an offer in detail. A parcel insert reaches potential customers when they receive a delivery. Digital advertising can generate additional attention or make it easier to access further information.
Postal mailings
Addressed print mailings enable you to communicate directly with selected B2B or B2C audiences.
This requires suitable address lists, careful data preparation and an advertising message tailored to the target audience.
We support address selection, data processing, production and dispatch preparation for postal mailings.
Parcel and media inserts
Inserts can complement a cross-media campaign with additional contacts through selected delivery and media environments.
We research suitable insert opportunities and support the planning, selection and booking of placements.
Print advertisements and other media
Advertisements in suitable print media can build awareness, present offers or encourage a specific response.
Regional, national or specialist media may be appropriate, depending on the target audience and campaign objective.
We support media selection, media planning and media buying.
Digital advertising
Digital advertising channels can complement traditional direct marketing activities.
These include display advertising, social media, video advertising and other digital advertising formats.
The activities selected depend on the available audience and targeting options and the requirements of the campaign.
How we plan cross-media customer acquisition campaigns
1. Define target audiences and campaign objectives
We establish which consumers or business customers you want to reach, which offer will be promoted and what responses you want to generate.
2. Select suitable advertising channels
Based on the target audience information, we assess suitable print and digital activities.
We consider reach, audience fit, costs and available advertising environments.
3. Coordinate timing and content
We plan which advertising messages will be communicated through which channels and how the individual contacts should work together.
Where relevant, this also includes coordinating publication dates, advertising schedules and dispatch dates.
4. Implement the campaign and evaluate results
We support the implementation of the agreed activities and coordinate the service and media partners involved.
Where suitable response channels and results data are available, outcomes can be evaluated and used to inform future campaigns.
Cross-media campaigns in practice
Our Personalshop case study shows how print and online activities can work together in customer acquisition.
A range of contact opportunities is used to acquire new customers in Germany, Austria and Switzerland – including mailings, parcel inserts, inserts in print media and online advertising.
Trebbau supports address selection, data processing and media planning, among other services.
What are the benefits of cross-media marketing?
A coordinated combination of suitable advertising channels can make use of the different strengths of each medium.
These include:
- Multiple opportunities to reach potential customers within a campaign
- Different ways to present an offer
- Connecting postal advertising with digital information and response channels
- Coordinated timing of advertising activities
- Additional insights from campaign contacts that can be evaluated
Whether a cross-media campaign achieves better results than an individual activity depends on its specific planning and implementation.
Why choose Trebbau for cross-media marketing?
We combine our direct marketing experience with services in list broking, data processing, media planning, print and mailing production.
This allows us to coordinate the different elements of a customer acquisition campaign.
We involve suitable media and service partners to place and carry out additional advertising activities.
You can commission individual services or ask us to plan and coordinate a broader cross-media campaign.
Plan your cross-media customer acquisition campaign
Would you like to combine print and digital activities in your customer acquisition strategy?
We discuss which target audiences, advertising channels and contact opportunities are suitable for your project and how they can be combined effectively.
Frequently asked questions about cross-media marketing
Cross-media marketing combines several communication channels within a campaign. Activities are coordinated in terms of target audience, advertising message and timing.
Multichannel marketing uses several channels. Cross-media marketing also emphasises the connection between the content and timing of activities within a shared communication strategy. In practice, the terms are sometimes used with overlapping meanings.
Depending on the campaign objective, postal mailings, inserts, print advertisements, display advertising, social media and video advertising can be combined.
Yes. Different communication channels can also be coordinated when acquiring business customers. The selection depends on the target companies, relevant contacts and the legal requirements of each advertising format.
Depending on the channels used, individual promotional codes, landing pages, enquiries or orders can contribute to evaluation. However, it is not always possible to attribute individual results conclusively to specific advertising contacts.
