What is Cross Media Marketing?

media-diagramWhile cross-media marketing is one of the new buzz words in advertising, it is a concept that has actually been around for a long time. Just think of all of the different types of advertising that have come along: Wall and rock paintings date back to 4,000 BCE; sales messages on papyrus discovered in Egypt date from 1,000 BCE; bamboo flutes were played to sell candy in Ancient China as recorded in the Classic of Poetry; bronze plates for printing an advertisement for sewing needles from the Song Dynasty (960-1279) may be the oldest evidence of print marketing; town criers were used in Europe during the Middle Ages to sell produce and merchandise; 1836 brought the first paid advertisement in a newspaper; radio ads started in the 1920’s followed by television ads in the 1950’s and cable TV in the 1980’s; internet marketing began in the 1990’s; guerrilla marketing with its unusual approaches to advertising in public spaces also began in the 1990’s; email marketing; sky writing; direct mail; and more.

Rather than each one of these marketing platforms rendering the previous ones obsolete, they have all continued to build on each other – because there is no single message or type of message delivery that will appeal to every person. In addition, the more times, places, and permutations of a message people see, the more effective it will be.

Our goal is to help you be as effective as possible in your marketing, communications, and promotions. Cross-media marketing is about having different types of media interact with each other in an orchestrated way in order to engage your audience. That might mean sending out a direct mail piece with a QR code that sends people to your website or uses augmented reality to bring attention to your latest promotion. It might mean that your event is being promoted with similar graphics and wording on social media, on your website, in both your email and print newsletters, in posters around town, on press releases, and in TV coverage.

There is not one type of marketing that is right for your business or organization, although there are types that might be more right for the demographic you are wanting to connect with. You might be surprised, however, to find that some of your assumptions may not be accurate. Not all Millennials are tuned in to internet advertising (actually very few are!) and many seniors are!

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