Cross-media marketing is a form of

cross-promotion Cross-promotion is a form of marketing promotion where customers of one product or service are targeted with promotion of a related product. A typical example is cross-media marketing of a brand; for example, Oprah Winfrey's promotion on her telev ...

in which promotional companies commit to surpassing traditional

advertisement Advertising is the practice and techniques employed to bring attention to a Product (business), product or Service (economics), service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of int ...

techniques and decide to include extra appeals to the products they offer. The material can be communicated by any

mass media Mass media include the diverse arrays of media that reach a large audience via mass communication. Broadcast media transmit information electronically via media such as films, radio, recorded music, or television. Digital media comprises b ...

such as

e-mails Electronic mail (usually shortened to email; alternatively hyphenated e-mail) is a method of transmitting and receiving digital messages using electronic devices over a computer network. It was conceived in the late–20th century as the ...

, letters, web pages,

social media Social media are interactive technologies that facilitate the Content creation, creation, information exchange, sharing and news aggregator, aggregation of Content (media), content (such as ideas, interests, and other forms of expression) amongs ...

or other recruiting sources. This method can be extremely successful for

publishers Publishing is the activities of making information, literature, music, software, and other content, physical or digital, available to the public for sale or free of charge. Traditionally, the term publishing refers to the creation and distribu ...

because the

marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...

increases the ad's profit from a single advertiser, as well as generates a good liaison between the advertiser and the publisher, which also boosts the profits. The integration of social media marketing into the marketing mix empowers firms to promote goods and services. It facilitates real-time interaction, fostering engagement and swift feedback. This approach enhances customer satisfaction by offering personalized experiences and addressing inquiries promptly. Effective social media utilization enables companies to build, sustain, and bolster their competitive edge in the digital realm. Junk mail collection

One of the first steps to integrate cross media tactics effectively into a specific project is to evaluate and examine a customer's preferences: * Scheduling: When should I contact the customer? * Rate: What is the correct time frame to leave between the delivery of my first, second and third message to the customer? * Pacing: How frequently should I check up on the customer? * Incidence: If a customer is not responding, how long should I continue to pursue the offer?

History

The Beatles' '' A Hard Day's Night'' was heralded by the release of a number one single and number one soundtrack album of the same name. Cross media marketing also occurred in 1977 with the release of the film ''

Saturday Night Fever ''Saturday Night Fever'' is a 1977 American Dance in film, dance Drama (film and television), drama film directed by John Badham and produced by Robert Stigwood. It stars John Travolta as Tony Manero, a young Italian Americans, Italian-America ...

'' and its respective

soundtrack A soundtrack is a recorded audio signal accompanying and synchronised to the images of a book, drama, motion picture, radio program, television show, television program, or video game; colloquially, a commercially released soundtrack album of m ...

. The single " How Deep Is Your Love" by

The Bee Gees ''The'' is a grammatical Article (grammar), article in English language, English, denoting nouns that are already or about to be mentioned, under discussion, implied or otherwise presumed familiar to listeners, readers, or speakers. It is the ...

was originally meant to be recorded by

Yvonne Elliman Yvonne Marianne Elliman (born December 29, 1951) is an American singer, songwriter, and actress who performed for four years in the first cast of the stage musical ''Jesus Christ Superstar''. She scored a number of hits in the 1970s and achieved ...

for an unrelated album, but it was decided by

RSO Records RSO Records was a record label formed by rock and roll and musical theatre impresario Robert Stigwood and record executive Al Coury in 1973. The letters "RSO" stood for the Robert Stigwood Organisation. RSO managed the careers of several ma ...

to have The Bee Gees record it and released in an effort to promote the film. The release of the film promoted not only the released single but the entire soundtrack. More recent examples include companies promoting music artist's

concert A concert, often known informally as a gig or show, is a live performance of music in front of an audience. The performance may be carried by a single musician, in which case it is sometimes called a recital, or by a musical ensemble such as an ...

s, followed by having one of the artist's songs used in a

commercial Commercial may refer to: * (adjective for) commerce, a system of voluntary exchange of products and services ** (adjective for) trade, the trading of something of economic value such as goods, services, information or money * a dose of advertising ...

for the company.

"Commandments" of cross-media marketing

Cross-media marketing programs are difficult to advertise. Damien Marchi, who was involved in the second season of Big Brother in France, created eight commandments to follow for cross-media marketing success: # Give users access to exclusive content not seen on television. During a TV or movie production usually more material is shot than can be shown. Users like this unused content exclusively, for example on the Internet, through a club. # Interact with the show- Give the power to the audience. Involve the audience by having them vote, ask questions and by polling them # Make the show even more known. Use besides television the other media to keep the users in touch with the show. # Increases users’ loyalty. Loyalty of fans can be stimulated by a fan club and viral games. # Recreate the atmosphere. Levy the atmosphere of the TV show to another medium. # Continue the show on the web. Use the TV show to drive the other devices # Enhance the watching experience. Stimulate simultaneous use of media (browse the Internet when watching TV for example). # Use multiple devices. A multi-device system built around a TV show allows channel to increase the number of revenue streams.

Real-time personalization and variable data printing

Real-time personalization (RTP) is an innovative way to looking at cross media marketing. RTP has the ability to see who visits each webpage. In addition, if companies have the ability to see a website viewed by a potential customer, then the company can quickly personalize what the customer is looking and make appeals to a certain product. After a real time personalization search, a business plan is created to fit each potential customer. When a potential buyer is looking at a company's

, a

popup ad Pop-up ads or pop-ups are forms of online advertising on the World Wide Web. A pop-up is a graphical user interface (GUI) display area, usually a small window, that suddenly appears ("pops up") in the foreground of the visual interface. The pop- ...

usually appears. Every product that a customer accepts, five to seven linked advertisement pages popup. RTP captures these acceptance rates, locate advertising company, and supplies the information necessary for the next step in the business plan.

Variable data printing Variable data printing (VDP) (also known as variable information printing (VIP) or variable imaging (VI)) is a form of digital printing, including on-demand printing, in which elements such as text, graphics and images may be changed from one prin ...

(VDP) constantly modernizes and enhances the communication between the marketing company and their customers. In addition, if a campaign is personalized and directed to a specific audience, then more customers will typically buy the product. Therefore, VDP creates a cycle of potential customers leading to increased profitability,

brand awareness Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of the two key components of brand knowledge, as defined by the associative network memory model. It plays ...

, and the bottom-line sales. All of these elements are needed to enhance the marketing processes.

Customized offers

For mail, companies use the information collected from their customer analysis to provide the individuals with personalized letters or upcoming offers. On the internet, customization permits users to have access to exclusive messaging. In addition, the VDP assists the marketing process by talking to each specific group of customers and giving them personal attention rather than treating them all the same way. This consumer and company process is very common in large online retailers such as

Amazon.com Amazon.com, Inc., doing business as Amazon, is an American multinational technology company engaged in e-commerce, cloud computing, online advertising, digital streaming, and artificial intelligence. Founded in 1994 by Jeff Bezos in Bellevu ...

. The more personalized an offer is to the target audience, the more prone they are to react positively. Some of the data that can be investigated to strengthen personalizing the offer includes: * Personal information including the customer's age, gender and the environment where they live (town, city, etc.); * Calculating the date of

expiration Expiration or expiration date may refer to: Expiration Expiration may refer to: *Death *Exhalation of breath, breathing out * Expiration (options), the legal termination of an option to take an action *Shelf life, or the time after which a product ...

of a customer's magazine subscription is very important because then the marketing company is able send the individual a notice about re-subscribing; * Keeping track of a customer's involvement and acceptance rate in the company's offers is very essential. If a customer is providing the company with constant business than sending them an offer for in store redemption is common courtesy.

Problems

One of the major problems with cross-media marketing is the creative development level. Getting one group to collectively use their creativity and communicate with the other areas of work is very difficult when one team is working on television, another is involved in designing the print creative, another is developing radio ads, and yet another is putting together the Internet program. Although the messaging elements are not very hard to compose, creating a campaign that is completely mutually dependent, with each branch of the project fulfilling their task, is quite impossible when the creative teams are split. Therefore, to achieve some sort of cohesion, teams must communicate and corporate with each branch.

Examples

; Alto Clothing : Alto Clothing is an online company that sells garments for tall males. In 2005, Alto opened a cross-media marketing effort with the assistance of an agency called Neoco. The clothing company was looking to increase sales and publicity of the line; therefore, they created an

ecommerce E-commerce (electronic commerce) refers to commercial activities including the electronic buying or selling products and services which are conducted on online platforms or over the Internet. E-commerce draws on technologies such as mobile comm ...

site. Alto plans on using a mixture of

viral The word ''Viral'' means "relating to viruses" (small infectious agents). It may also refer to: Viral behavior, or virality Memetic behavior likened that of a virus, for example: * Viral marketing, the use of existing social networks to spre ...

, press, and online activity. The ads will be shown on high-profile sites such as Time Out. In addition, an email campaign will be sent to 100,000 men. ; "Andres and Henriette" : In 2003, a financial marketing company in

Denmark Denmark is a Nordic countries, Nordic country in Northern Europe. It is the metropole and most populous constituent of the Kingdom of Denmark,, . also known as the Danish Realm, a constitutionally unitary state that includes the Autonomous a ...

series on the internet entitled Anders and Henriette, as a cross-media marketing scheme to promote their financial assistance program. The production was about a young couple that was going to live together. The series of eight episodes was a major success because it attracted 300,000 individuals, in which ninety percent of them viewed the site again. Consequently, the campaign made the name of the financial foundation a well-known brand name.Media and Publishing, p. 5-7.

References

{{Reflist * ACTeN- Anticipating Content Technology Needs. "Cross-media." E-content Report 8. 7 March 2007. Bloomberg News. * "Cross Media Unit Faces Complaint From the F.T.C." New York Times 11 April 2002: C2. * "Cross Media Marketing." Direct Marketing Specialists. 2002. Data-Dynamics Inc. 14 November 2008 . * Dimock, Andrew. "What Happened to Cross Media Marketing." 1 August 2002. 6 November 2008 . * "Dow Jones Launches Division For Cross-Media Marketing to Drive Advertising Sales." 18 October 2004. Simba Information. 14 November 2008 . * “Media and Publishing”. Encyclopædia Britannica. 2008. Encyclopædia Britannica Online. 10 November 2008 http://www.search.eb.com/eb/article-231471. * Michelson Managing Partner, James D. "1:1 Cross Media Marketing 2008." 2005. JFM Concepts LLC. 14 November 2008 . * Types of marketing