What does "cross medial" include?

|   Brand Communication

You came across the word more often than you can count, but you still don’t know the meaning? We tell you why you need this model for your campaigns.

The cross medial communication strategy describes the distribution of a certain information or message throughout different communication channels. These have to be connected through design or editorial, for example a key visual, the message or the corporate design. A story is often used to bind the different media genres together and to create a whole.

 
A cross medial campaign uses at least two different media genres (offline or print). 

 

Such a campaign has to align with the communication strategy of the company and has the same conditions as it. How can you convey your message most efficiently through the most channels to the target group, so most of them are reached? A campaign needs a guiding principle and a message, that can be implemented in the different media formations.  

Die Idee hinter dem crossmedialen Ansatz ist, dass man einer Anzeige mehr Aufmerksamkeit schenkt, wenn die Informationen über mindestens drei Kanäle verbreitet werden.

The idea behind this concept is that one pays more attention to a campaign, if one has seen it on at least three channels. The channels can be connected throughout via tools like the QR code (try it out with the QR code in the picture above) on advertisings that lead to a landing page or to videos/ more information.

Tip

Even if your customers are more inclined to buy online and use the internet primarily – no human being is totally digital. Use the cross medial offer to pick them up in the analogue world.

We can recommend you the available connecting possibilities to minimize the scatter loss. Contact us for a free strategy conversation.

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