How can you make cross-media advertising campaigns more accessible to customers?

3 Create your message

Once you have decided on your media mix, you need to create a compelling and consistent message that resonates with your customers across all media channels. You should use the same tone, style, and branding elements to reinforce your identity and value proposition. However, you should also adapt your message to the specific features and benefits of each media channel. For example, if you use TV, you might use a catchy slogan, a memorable jingle, and a strong visual appeal. If you use email, you might use a personalized subject line, a clear call to action, and a relevant offer.

4 Execute your campaign

After you have created your message, you need to execute your cross-media advertising campaign according to your plan and budget. You should coordinate and synchronize your media channels to create a seamless and coherent customer journey. You should also test and optimize your campaign before and during its launch to ensure its quality and performance. For example, you might use A/B testing, analytics tools, and feedback surveys to monitor and improve your campaign's reach, engagement, and conversion rates.

5 Measure your results

Finally, you need to measure the results of your cross-media advertising campaign and evaluate its effectiveness and ROI. You should use a combination of quantitative and qualitative methods to collect and analyze data from different sources and media channels. You should also compare your results with your objectives and benchmarks to determine your strengths and weaknesses. For example, you might use metrics such as impressions, clicks, conversions, sales, and customer satisfaction to assess your campaign's impact and value.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?