Cross-media marketing is a form of cross-promotion in which promotional companies commit to surpassing traditional advertisement techniques and decide to include extra appeals to the products they offer. The material can be communicated by any

mass media Mass media refers to a diverse array of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets. Broadcast media transmit information ...

such as e-mails, letters, web pages,

social media Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social medi ...

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

publishers Publishing is the activity of making information, literature, music, software and other content available to the public for sale or for free. Traditionally, the term refers to the creation and distribution of printed works, such as books, newsp ...

because the

marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

increases the ad's profit from a single advertiser. Furthermore, this tactic generates a good liaison between the advertiser and the publisher, which also boosts the profits. 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 drama film directed by John Badham and produced by Robert Stigwood. It stars John Travolta as Tony Manero, a young Italian-American man from the Brooklyn borough of New York. Manero spends his ...

'' and its respective

soundtrack A soundtrack is recorded music accompanying and synchronised to the images of a motion picture, drama, book, television program, radio program, or video game; a commercially released soundtrack album of music as featured in the soundtrack o ...

. The single "

How Deep Is Your Love How Deep Is Your Love or How Deep Is Your Love? may refer to: * How Deep Is Your Love (Bee Gees song), "How Deep Is Your Love" (Bee Gees song), 1977, covered by Take That * "How Deep Is Your Love" (Keith Sweat song), 1987 * How Deep Is Your Love ( ...

" by The Bee Gees 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 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 A musician is a person who composes, conducts, or performs music. According to the United States Employment Service, "musician" is a general term used to designate one who follows music as a profession. Musicians include songwriters who wri ...

concert A concert is a live music performance in front of an audience. The performance may be by a single musician, sometimes then called a recital, or by a musical ensemble, such as an orchestra, choir, or band. Concerts are held in a wide variety a ...

s, followed by having one of the artist's songs used in a commercial 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 Big Brother may refer to: * Big Brother (''Nineteen Eighty-Four''), a character from George Orwell's novel ''Nineteen Eighty-Four'' ** Authoritarian personality, any omnipresent figure representing oppressive control ** Big Brother Awards, a sat ...

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

advertisement Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

, a

popup Popup, Pop up or pop-up may refer to: Arts, entertainment, and media * ''Pop Up'' (album), a 2007 album by Yelle * ''Pop Up'' (video game), a video game also known as ''Bumpy'' * Pop-up book, a book with three-dimensional pages Computing * Pop- ...

add 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 pri ...

(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 two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consi ...

, 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. ( ) is an American multinational technology company focusing on e-commerce, cloud computing, online advertising, digital streaming, and artificial intelligence. It has been referred to as "one of the most influential economi ...

. 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) is the activity of electronically buying or selling of products on online services or over the Internet. E-commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain managemen ...

site. Alto plans on using a mixture of

viral Viral means "relating to viruses" (small infectious agents). Viral 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 spread a marke ...

, press, and online activity. The ads will be shown on high-profile sites such as

Time Out Time-out, Time Out, or timeout may refer to: Time * Time-out (sport), in various sports, a break in play, called by a team * Television timeout, a break in sporting action so that a commercial break may be taken * Timeout (computing), an enginee ...

. In addition, an email campaign will be sent to 100,000 men. ; "Andres and Henriette" : In 2003, a financial marketing company in

Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Danish Realm, Kingdom of Denmark ...

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 Mar. 2007. Bloomberg News. * "Cross Media Unit Faces Complaint From the F.T.C." New York Times 11 Apr. 2002: C2. * "Cross Media Marketing." Direct Marketing Specialists. 2002. Data-Dynamics Inc. 14 Nov. 2008 . * Dimock, Andrew. "What Happened to Cross Media Marketing." 1 Aug. 2002. 6 Nov. 2008 . * "Dow Jones Launches Division For Cross-Media Marketing to Drive Advertising Sales." 18 Oct. 2004. Simba Information. 14 Nov. 2008 . * “Media and Publishing”. Encyclopædia Britannica. 2008. Encyclopædia Britannica Online. 10 Nov. 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 Nov. 2008 . Types of marketing