The Benefits Of Cross Media Marketing

Quick. When was the last time a media salesperson came to your office to sell you an ad in their publication or broadcast medium and they didn't tell you that they were the best way to advertise

? It's true. Regardless of the medium, anyone would be hard put to tell you they weren't the best advertising medium available. The truth is, however, no matter how well they sell, their medium isn't the best way to market your business. Instead, just as practically everyone has different media viewing habits, everyone has a different preference to appeal to them.

Cross Media Marketing Covers Your Bases

No two media users is the same. One might prefer to watch his entertainment on television. Another might enjoy the radio for a relaxing hour of entertainment. Some might like the newspaper for their news fix, while another gets their news from a news magazine. The bottom line is this: the more people you want to reach with your promotional message, the more cross media marketing you will need to end up doing in order to reach those publics.

Fortunately, there are cross media promotion solutions. Although these solution aren't often readily available (especially from the standard media outlets), they can be found, and the results you obtain from the more focused media saturation will result is more effective promotional campaigns.

Simply stated, your promotional message is only as effective as the mediums you use to reach your target audience. Without an appropriate media mix of delivering your promotional message, some of your target audience will be left in the dark, not to receive your message, and quite possibly to be reached by your more media savvy competitors.

Cross media marketing is probably as important a concept for effective media delivery as any. After all, if you are planning a campaign targeting senior citizens why would you want to place your promotional message on a rock and rolls radio station. Instead, for example, a message aimed at this market segment might be more appropriate to be carried by a magazine or radio station that appeals to an older set as their primary audience.

Or maybe you want to appeal to a teenage crowd. Investing in advertising on a rock and roll radio station during mid day when these age group is for the most part in school would be a waste of money. These dollars would be better spent during weekend or after school hours.

Regardless of the medium or combination of medium, choose them carefully to effectively reach your market audience. There are cross media promotion solutions.

by: William Hauselberg

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