Components Of A Successful Cross-media Marketing Campaign

Wish to strengthen your direct and print mail campaigns

? Add demographic or psychographic segmentation and personalization. Wish to strengthen your print campaign even more? Bring together print with other media to boost its effect.

Conventional cross-media campaigns these days are print and e-mail, but you might as well need to consider banner ads, social media, SMS text messaging, search engine advertising and other avenues which may complement print advertising. Each one of them will hold distinct uses and benefits, based on your marketing goals and the target demographic you are trying to capture.

Here are several basic rules to remember:

Uniform branding across all media.

Each media format have different needs and limitations, so you will not be able to keep 100% uniformity all the time. But at whatever time feasible, try to employ same images, color schemes, messaging and other elements across media.

Important application of media.

Know what role, particularly, each one of the medium is expected to perform. If you want to join e-mail with print, what are you trying to achieve? Are you trying to encourage the print part? Are you using e-mail for a follow-up? Maybe if you are driving traffic to a campaign exclusive website, you might wish to consider Internet banner advertising in demographic "hot spots". The solution is to match the format to the audience and the message so that each one of the mediums play off the other's strengths.

Proper matching of media to the audience.

Makek it sure that you apply the right medium to communicate with each one of your target audience. Not all media are appropriate for each demographic. You might not be able to reach many senior citizens with SMS, for instance. Plus, the mix is continuously changing. For instance, just teenagers and college students used to use Facebook, but increasingly professionals and businessmen and businessess are using it as well.

Determine your objectives, and tafter that make it sure that each one of the medium is the appropriate one to achieve those objectives.

by: nvvarma

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