Cross Media Marketing: A Beginner’s Guide for Small Business

printing, Lehigh Valley, printer, business, marketing, direct mail

Cross Media Marketing is a cohesive strategy where your business is advertised through multiple marketing channels. The mix of channels will depend on your business and what goals the marketing effort is striving toward. All cross-media marketing strategies will include forms of print and digital components. Through utilization of such strategies, you will be able to take advantage of each platform’s strengths while mitigating their weaknesses.

There are many avenues to consider when choosing which marketing channels to utilize. Here’s a brief, comprehensive guide to a few of the most popular:

1. Social Media
Social Media allows connection to existing and potential costumers simultaneously. Having a strong social media presence across platforms including Facebook, Instagram, YouTube, LinkedIn, and Twitter will help improve search engine visibility and rankings. This is also an opportunity to showcase your company’s personality, values, and benefits to your audience. Videos and other interactive media typically increase engagement.

With an extremely saturated market, it’s imperative for your business to have access to audiences as large as possible, however, keep in mind your target market. Facebook users vary in ages significantly. If your target audience is younger, you may want to consider media like Snapchat, which typically has a younger demographic. If your target consumer is a professional, or if your company is B2B, consider LinkedIn.

2. Mobile & Email
Mobile Marketing may be the fastest growing marketing medium. Reaching users on their mobile device is an integral piece of your comprehensive marketing strategy.

Within email marketing, make sure the campaigns are mobile friendly and don’t lose readability; ensure mobile effectiveness. Studies have shown most people open email on their smartphones rather than desktop computers.

3. Print
Digital marketing has one significant drawback, we are constantly bombarded with online advertising. The result conditions individuals to filter out digital noise, where they ignore the majority of advertising. This is one reason print remains strong as a relevant, effective and necessary marketing channel. There are vast options with print marketing, from direct mail campaigns, signage, and promotional items. When combined with digital efforts, thoughtful print campaigns can produce amazing results.

QR Codes in print is a great way to tie your print and digital campaign together.
EBC Printing offers QR code generation and development. Interactive advertising leads to better engagement from your audience. There are many creative ways to utilize QR codes. Contact us to learn more!

The benefits of an effective cross-media campaign are exponential. A great benefit of cross-media marketing is being able to utilize strengths of each marketing channel. Through cross-media campaigns, accessibility to existing customers and new prospects, as well as enhanced customer service become seamless. Take the opportunity to improve customer communication and engagement with your brand. This will ultimately help boost brand loyalty and recognition.

Another benefit is better data. Through cross-media campaigns, you will be able to more easily analyze statistics and make choices for both your business and audience. Remember to keep messaging across mediums consistent. Your audience from channel to channel may vary, so tailor content to the best fit.