What is Cross-media Marketing? Examples

As more trends emerge in the digital landscape, marketers are finding ways to better connect with their audience. One of these strategies is Cross-media Marketing. This article will help you to understand what Cross-media Marketing is, paying special attention to Cross media marketing examples that some have brands used in the past. This post explores these points and focuses on the career opportunities offered by ESIC University's Master’s Degree in Digital Marketing (MDM). 

What is Cross-media Marketing?

Cross-media Marketing is an integrated communication strategy that mixes multiple media with the ultimate objective of unifying message and consumer experience. It uses a combination of different types of media like television, radio, print, digital and social media to complement each other, thereby driving the message across (one plus one = three). 

Cross-media Marketing is designed for multiple touchpoints to keep the brand message consistent and coherent. That kills brand awareness, decreases customer engagement and shrinks conversion. 

Benefits of Cross-media Marketing

Cross-media Marketing leverages different media channels and reaches out to a large number of audiences. Different channels have different audiences and combining them can really amplify the brand exposure. Creating such touchpoints engages customers on both fronts, which, in turn, promises greater scale of interaction and engagement. Because a brand that appears again and again in the various media is more likely to stick. 

One of the key points in Cross-media Marketing is that it helps to make sure there is consistency in branding across all channels. This consistency creates trust and strengthens the identity of a brand, which in turn, makes it more memorable and punctual for consumers. Leveraging more than one media channel together in synergy works by enabling the marketing message to be stronger and have a greater impact. This multi-channel, integrated method ensures more impactful results than just a single channel application. 

Key components of Cross-media Marketing

At the heart of Cross-media Marketing is conveying a consistent message across all media outlets. It must be a consistent brand message that ties into the values and vision of your non-profit. Cross-media Marketing is when you use several of those media from above within one and the same campaign, in order to be successful, no matter where your potential customer can meet with people like themselves.  

Marketers must know the good and bad of each channel, as well when they work together. Cross-media Marketing is not possible without knowing your customers, and their paths to choosing. Marketers must look at the specific touchpoints where consumers are engaging with a brand and find ways to target their marketing campaigns specifically.  

The correct use of data and analytics makes the difference for a successful Cross-media Marketing campaign. Increased Insight: Marketers can now collect, measure and analyze key data to map consumer behavior through the sales funnel more accurately -yielding better results in marketing decisions. 

Cross-media Marketing examples

Looking at tried-and-true Cross-media Marketing examples will give you some great working ideas on how brands have done it before: 

“Share a Coke” Campaign from Coca-Cola: 

• Description: This campaign is one of the best examples of successful Cross-media Marketing. 

• Strategy:

  • Kicked off with limited edition bottles of Coca-Cola labeled with well-known names. 

  • Advertised on TV, digital media, as well as in-store. 

• Results: 

  • The cohesive initiative sparked beneficial discussions.

  • Inspired consumers to record purchase experiences with their own named Coke bottles on social media. 

  • Bolstered engagement and purchases. 

“Just Do It” Campaign by Nike: 

• Description: Nike brilliantly employed Cross-media Marketing in their silhouette demonstration and memorable “Just Do It” campaign. 

• Strategy:

  • The campaign involved extensive TV commercials and advertisements. 

  • Social media content and influencer collaborations. 

  • Used the same message across multiple platforms. 

• Results: 

  • Nike was able to fire up their audience and keep them inspired. 

  • Built an even more solid brand. 

  • TV commercials became viral quickly. 

  • The campaign rollout also took place on social media, where the character went live to answer questions and comments in real time. 

  • Increased brand awareness, consumer engagement, and sales. 

Red Bull's 'Stratos' Project: 

• Description: One of the standout examples of Cross-media Marketing is Red Bull's 'Stratos' Project, in which Felix Baumgartner jumped from the stratosphere. 

• Strategy: 

  • The event was live on TV and online. 

  • Backed up by social media updates and behind-the-scenes coverage. 

• Results: 

  • The integrated creative campaign achieved widespread media coverage. 

  • Helped to cement Red Bull as a risk-taking, dare-devilish brand. 

ESIC University's Master’s Degree in Digital Marketing (MDM) 

One of the ideal options for those wishing to specialize in Cross-media Marketing and digital strategies. This paper is designed to provide knowledge on the basic ideas by which one can design and employ successful digital marketing campaigns. 

Why choose ESIC University? 

One of the notable benefits for those wanting to move forward in a digital marketing channel. Here are some reasons why ESIC University stands out from others:  

• The MDM program includes digital strategy, social media marketing, content marketing and analytics as the main course. Students gain practical, real-world experience on the latest tools and technologies employed by major users.  

• The course is taught by experienced practitioners and academics who have an in-depth experience of digital marketing. The teaching staff at ESIC University bring both theoretical and professional knowledge to the classroom. 

• Leverage on the university's extensive networking with reputable corporations and organizations. The network of ESIC University offers students valuable internships, industry projects and networking events. Gain access to current services and amenities that foster the facilitation of modern-learning and research.  

• The University Campus has all latest technologies and infrastructures, thus giving students a high quality educational exposure. 

Career opportunities with a Master’s Degree in Digital Marketing 

A Master’s Degree in Digital Marketing from ESIC University allows you to access one of the most ubiquitous and lucrative areas on which to orient your professional future. Job opportunities: Digital Marketing Managers, Social Media Strategists, Content Marketers, etc. It is also necessary to have a solid understanding of digital marketing and how cross-media strategies work, hence the high demand for professionals in these fields. For the above reasons, it is one of the most lucrative career options in this area. 

Digital Marketing Managers are responsible for digital/internet on-line advertising projects, including SEO, SEM, email and social media. They devise methods to build the online brand, lead traffic and convert leads into potential customers. Social Media Strategists. .A social media strategist comes up with and implements strategies meant to get a brand seen by its target audience. Understanding more about their audience. 

As always, brands will remain active and continue to analyze social media metrics in order to optimize content and measure success of campaigns. Content marketers create and oversee all content marketing strategies used to win customers. They create engaging blogs, social media sites, websites and other digital platforms. Search engine optimization professionals improve the search rankings of websites. They handle keyword research, website performance analysis and plan their effort to boost organic traffic. 

Challenges and considerations in Cross-media Marketing 

Cross-media Marketing certainly has its benefits, but along with the good comes some challenges and caveats. This is how you relate to Cross-media Marketing. It includes knowing these shortcomings and working on them. It can be hard to make sure that messaging remains unified and coordinated across all those channels. Within the structure, marketers should also focus on having a cohesive strategy / communication plan, to avoid sending conflicting viewpoints.  

Careful planning and prioritization are required to efficiently allocate resources across various media channels. Marketers must use the available budget, time and workforce efficiently to make it possible. Cross-media campaigns present a complex challenge when trying to measure and track campaign performance through which marketers can use advanced analytics tools to collect data and analyze their campaign performance.  

Of course, you need to always respect the privacy of your consumers and be fully compliant with data protection laws. Marketers must ensure that their strategies are legal and ethical.  

To make it possible, you must learn about Cross-media Marketing and study examples of good cross-media marketing. The Master in Digital Marketing [MDM] is designed for professionals who have a strong commitment to learning about digital marketing and high performance on job opportunities. Discover the power of Cross-media Marketing and be part of ESIC University.