Crossmedia – an effective way to strengthen and extend your campaigns
The expectations of customers and agencies are rising, as crossmedia campaigns are becoming increasingly important. Direct marketing and the possibilities of acquiring new customers are becoming more complex, as your potential customer often switches channels on their way to the purchasing decision. They switch – in their everyday routine – between offline and online media. Online purchasing behavior is constantly changing, and the smartphone is gaining significance, but consumption still takes place across all devices such as smartphones, tablets, and PCs. News is still consumed via TV. Crossmedia has long since arrived in everyday life, as media consumption becomes increasingly complex and is now largely target-group driven, dependent on content and situation.
To leverage the strong potential of a crossmedia campaign, the following points should be considered:
- Selection of target-group-appropriate media
- Coordinate media with each other (content, timing, visual)
- Network the media (landing pages, linking, etc.)
- Offer incentives (vouchers, discounts, whitepapers, etc.)
- Multisensory approach (where possible)
- Use target media (if available) to create customer profiles
Address your potential customer on offline and online channels, as you cannot know which contact they will respond better to. In crossmedia use, you typically achieve more response and acquire additional customers. Addressing customers through multiple channels increases the efficiency of your direct marketing campaign. For example, how you can implement a successful crossmedia campaign with partially addressed mailings and display ads, you can read here.
Synergistic effects
By networking offline and online media both in content and form, synergistic effects are created, which can generate a particularly intense advertising effect. Crossmedia realizes an advertising approach to target groups through the use of several types of advertising media. Classic advertising channels such as ads or posters can be combined with direct marketing tools like postal mailings or e-mail marketing. The goal of a crossmedia campaign is to optimally accompany the customer on their customer journey on their way to the purchase decision.
Your contact for smart multi-channel marketing
As a direct marketing agency, our goal is to professionally guide you through the jungle of crossmedia possibilities with smart multi-channel marketing. Whether you’re looking for direct mail buyers, subscribers, or shop/online buyers for your new customer acquisition, the Unit Media/Online is professionally equipped with our crossmedia expert for you. If you’re interested in a crossmedia campaign – customer communication via online and offline media – feel free to contact our specialists for crossmedia concepts for new customer acquisition – Tanja Hensler (hensler@trebbau.com, Tel.: 0221/37646 – 330).