Cross Media Marketing
Cross media marketing refers to the use of different, but at least three coordinated communication channels to market a product or service. For this purpose, electronic media in particular are used as advertising media, such as televisions or smartphones, but also the Internet in general. Classic advertising media such as posters or magazines also play a role.
history
The history of cross media marketing began in the United States in 1922 with the advent of the radio. Even there, some companies began not only to advertise in newspapers or to want to reach the target group, but also to advertise their product on the radio. Another way of doing cross-media marketing came about in 1941 when the first advertisement was broadcast on US television.
In Germany, there were hardly any new media entries before 1984 because private television and radio stations were not yet permitted. Only then did local newspaper publishers, among others, begin to participate in local radio stations. National newspaper publishers also took part in Germany-wide television channels.
However, cross media marketing only gained importance when the Internet emerged and became accessible to the majority of the population. The first marketing campaign that ran over the Internet took place in April 1994. The American law firm Canter & Siegel sent several advertising messages to various newsgroups over the Internet. With simple e-mail advertising, banner advertising also emerged.
What revolutionized cross media marketing on the Internet again was the emergence of social networks . Above all, Facebook contributes to cross-media communication for various companies in marketing.
Elements and examples of cross media marketing
Guiding principle
An important element is what is known as a consistent guiding principle. The central idea and the leitmotif are important here in order to find a suitable bundle of communication instruments. For a cross-media advertising campaign, the main communicative idea is the key signal in terms of content, which can take the form of an advertising slogan.
One example is Mast-Jägermeister AG . The deer Rudi and Ralph are brand figures for the Jägermeister drink. Mast-Jägermeister AG uses this brand ironically in order to address a younger target group. These characters are played with in all communication channels used, such as TV advertising and in the Jägermeister online community.
Media choice
The choice of media , taking into account the target group, the product and the brand, must also be taken into account. It is important that the instruments are coordinated with the media used by the target group, the product and the company's brand strategy. For example , the got2be campaign by Schwarzkopf & Henkel GmbH & Co. KG for a hair care product was aimed at a young target group between 18 and 35 years of age. This age group is known for the intensive use of the Internet and is above average mobile. The most important means of communication for the got2b campaign were the online presence, special events, promotional items and outdoor advertising .
The integration
In cross media marketing, integration in terms of time, form and content must also be included. This means that the communication instruments must be tailored to one another in terms of time, form and content. In terms of content, the messages or images in the various instruments must not contradict one another. The formal structure must also be taken into account. Symbols, signs, logos or fonts must always be kept consistent. The temporal integration ensures that the respective communication instruments are used in a coordinated manner.
An example from E-Plus Service GmbH & Co. KG from 2005 can be taken as an example of the temporal integration : In the so-called teaser phase, the BASE product was already advertised, although the actual offer was still in the foreground remained or was not made known directly. This has been achieved through the internet and also through posters. For example, the posters said: “1. August: German Freedom of Speech Day! ". This was followed by the reveal phase, which finally revealed the product. This was also marketed through posters, the Internet and also TV spots.
Networking and guidance
Another element that plays a special role is networking and guidance. This is understood to mean the networking of the various instruments that are intended to refer to each other as part of a campaign. An example of this can be a QR code on a poster, a specific website or specific information.
Interaction possibilities
The possible interaction possibilities that the customer has also play a role. Cross media marketing relies on the classic, but also on the new digital media. The Internet in particular makes it possible to interact with customers. Thus, for example, referred to the water Active +, through advertising on various Internet sites, to an online Sudoku game, the Appolinaris GmbH, where you can compete with other players and may participate in addition to a lottery.
Multi-sensory target group approach
The multisensory approach to the target group in marketing is also important, for which cross-media is very well suited. Since humans perceive the environment with their various senses, it is important to stimulate these senses as well. The various media can be used for this. For example, promotional videos can affect the sense of sight or hearing. The target group should therefore be addressed emotionally.
convergence
In cross media marketing, convergence also plays an important role. Various instruments are to be used in order to be forwarded to a more interactive communication tool, such as the Internet. These target media are intended to compensate for the inadequate dialogue ability of classic media. The Internet and mobile media are among these convergence media. Coca-Cola GmbH implemented this, for example, through a competition with a winning code on the inside of the bottle cap. The code could be entered on a website via mobile phone or the Internet, which made it possible to determine whether there was a win.
Importance of social media for marketing
The importance of the internet and thus also the importance of social media is increasing. To illustrate the size of social networks: if Facebook were a country, for example, it would be the third largest country in the world. That is why it is becoming more and more important that social networks are not neglected in cross media marketing either.
Social media offers many important communication points. For example, it is easier for the customer to communicate with the company through comments on Facebook. In addition, people who are interested in a company can be better reached and the company itself can be reached worldwide. In the area of cross media marketing, you can therefore no longer do without the internet with its social media as this offers the greatest opportunities for interactivity for the customer.
literature
- Kracke, Bernd (2001): Cross-media strategies - dialogue across all media ; 1st edition; Wiesbaden: Gabler Verlag
- Mahrdt, Niklas (2009): Crossmedia - Successful planning and implementation of advertising campaigns ; 1st edition; Wiesbaden: Gabler Verlag
- Stuber, Reto (2012): Successful Social Media Marketing with Facebook Twitter Xing & Co .; 6th edition; Düsseldorf: DATA BECKER
- Müller-Kalthoff, Björn (2002): Cross-Media Management - Successfully Implementing Content Strategies ; 1st edition; Berlin: Springer Verlag
- Brogan, Chris (2011): Social Media for Newcomers - Best Practice for Marketing, Sales and PR ; 1st edition; Weinheim: Wiley-VCH Verlag
Individual evidence
- ↑ Bernd Kracke: Cross-media strategies . [Publisher, location?], 2001 p. 17.
- ↑ Mahrdt, Niklas (2009): Crossmedia; P. 30
- ↑ Müller-Kalthoff, Björn (2002): Cross-Media Management, p. 8.
- ↑ Mahrdt, Niklas (2009): Crossmedia; Pp. 30-31.
- ↑ Mahrdt, Niklas (2009): Crossmedia; Pp. 31-32.
- ↑ Mahrdt, Niklas (2009): Crossmedia; Pp. 33-32.
- ↑ Mahrdt, Niklas (2009): Crossmedia; P. 32.
- ↑ Mahrdt, Niklas (2009): Crossmedia; P. 35.
- ↑ Mahrdt, Niklas (2009): Crossmedia; P. 36.
- ↑ Mahrdt, Niklas (2009): Crossmedia; P. 37.
- ↑ Mahrdt, Niklas (2009): Crossmedia; P. 39.
- ↑ Stuber, Reto (2010): Successful Social Media Marketing with Facebook Twitter Xing & Co .; P. 33.
- ↑ Brogan, Chris (2011): Social media for career changers; P. 24.