Cross Media Marketing

Cross media marketing refers to the use of different, but at least three coordinated communication channels to market a product or service. These mainly electronic media are used as an advertising medium, such as television or smartphone, but also the Internet generally. Likewise, classical advertising media such as posters or magazines play a role.

History

The history of cross-media marketing began in 1922 in the U.S. with the advent of radio. Already there began some companies not only in newspapers, to advertise or wanting to reach the target audience, but to also advertise on the radio for their product. Another way to act in a cross-media marketing, originated in 1941, when the first ad was broadcast on U.S. television.

In Germany before 1984 found no entrance into new media rather than as private television and radio stations were not yet approved. Only then started including local newspapers, to participate in local radio stations. Nationwide newspaper publishers also participated in Germany -wide television.

Important cross-media marketing, however, won only when the Internet came into being and became accessible for the majority of the population. The first marketing campaign which ran over the Internet, took place in April 1994., The American law firm Canter & Siegel sent over the Internet more advertising messages to various newsgroups. With the ease of e- mail advertising and banner advertising was born.

What cross-media marketing revolutionized again on the Internet, was the emergence of social networks. Especially Facebook contributes to the cross-media communication for various companies in marketing.

Elements and examples of cross-media marketing

Guiding Principles

An important element is a so-called universal guiding principle. The main idea and the theme are of importance here to find a matching set of communication tools. For a cross-media advertising campaign communicative guiding principle is regarded as substantive key signal, which may take the form of advertising slogans.

An example is the Mast-Jägermeister AG. For the drink Jägermeister deer Rudi and Ralph are considered brand character. To appeal to a younger target group, the Mast-Jägermeister AG is ironic about this brand. It is played with these characters used in all communication channels, such as in television advertising, as well as in the Jägermeister online community.

Media choice

The choice of media attention with the target group of the product and the brand must be considered. It is important that the instruments are tuned together with the media used the target group, the product and the brand strategy of the company. For example, the campaign aimed got2be from Schwarzkopf & Henkel GmbH & Co. KG for a hair care product on a young target group of 18 to 35 years. This age group is known for the intensive use of the Internet and is above average mobile. The most important means of communication for the got2b campaign were thus the online presence, special events, promotional items, as well as outdoor advertising.

The integration

With cross- media marketing also needs the time, form and content integration are included. This means that the communication tools must be temporary, form and content tailored to each other. In substantive sense, the messages or images in the various instruments may not contradict. The formal structure is taken into account. Thus, symbols, characters, logos, or about fonts must always be kept uniform. The temporal integration provides for the coordinated temporal use of the respective communication tools.

As an example of the temporal integration, an example of the E-Plus Service GmbH & Co. KG can be taken from 2005: In the so-called teaser phase, the product BASE has been advertised, the really tender but still from the foreground was or was not made known directly. This was realized through the internet and also through posters. On the posters was for example: "1 August: Day of German freedom of speech! ". Then the Reveal phase, which finally laid bare the product followed. This was also marketed through posters, the Internet and even TV commercials.

Networking and information management

Another element that plays a special role, is the networking and information management. This refers to the networking of the various instruments that are intended to highlight in the context of a campaign on a mutually. An example of this may indicate about a QR code on a poster, on a particular site or special information.

Interaction

Also play a role in the possible interaction that the customer has. Cross-media marketing relies on the classical, but also to the new digital media. Above all, the Internet makes it possible to interact with the customer. For example, the Appolinaris GmbH has referred to the Water Active , through advertising on various websites, to an online Sudoku game, in which you can compete with other players and can also take part in a raffle.

Multisensory targeting

Also of importance is the multi-sensory approach to the target group in marketing, including crossmedia is very good. Because humans perceive the environment with its various senses, it is important also to stimulate these senses. For this purpose, the various media can be used. For example, promotional videos act on the sense of sight or hearing. The target group should therefore be emotionally addressed.

Convergence

In cross-media marketing and the convergence plays an important role. Various instruments are to be used to be forwarded to a more interactive communication tool, such as the Internet. This target media to compensate for the lack of dialogue ability of traditional media. The Internet and Mobile Media Convergence among these media. The Coca- Cola GmbH has it realized for example by a raffle with a prize code, on the inside of the bottle cap. The code could be entered on a website by phone or Internet, so you could tell if is a win.

Importance of social media for marketing

The importance of the Internet and thus the importance of social media is increasing more and more. To illustrate the size of social networks: If Facebook were a country, for example, this would be the third largest country in the world. Therefore it is increasingly important that even in cross-media marketing, social networks are not neglected.

Social media provides many important points of communication. So it falls to the customer, for example, easier to communicate with the company through some comments on Facebook. In addition, the people who are interested in a company, be better achieved and the company itself is accessible worldwide. In cross-media marketing environment, therefore, can on the whole on the Internet with its social media can not do without, as this provides the greatest opportunities for interactivity, for the customer.