Cross-media marketing
Encyclopedia
Cross media marketing is a form of cross-promotion
in which promotional companies commit to surpassing the traditional advertisements and decide to include extra appeals to their offered products.. The material can be communicated by any mass media
such as e-mails, letters, web pages, or other recruiting sources. This method can be extremely successful for publishers because the marketing 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.
One of the first steps to integrate cross media tactics effectively into a specific project is to evaluate and examine a customer’s preferences.
and its respective soundtrack
. The single "How Deep Is Your Love
" by The Bee Gees was originally meant to be recorded by Yvonne Elliman
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's concert
s, followed by having one of the artist's songs used in a commercial for the company.
in France, created eight commandments to cross-media marketing success.
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 necessay for the next step in the business plan.
Variable Data Printing
(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 increases profitability, raising brand awareness
, and gaining prospective sales. All of these elements are needed to enhance the marketing of products.
. 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:
stepped in and claimed the company withheld information, misrepresented subscription lengths and prices, and billed customers for magazines that they did not order. The Corporation was sentenced by the F.T.C. to pay a hefty fine for their violation. A year later, in 2003, The Cross Media Marketing Corporation was forced to lay off 300 people and agreed to a $1.1 settlement fee with the F.T.C for ignoring customer’s desires to cancel their subscriptions and for misrepresenting the costs of packaging. Currently, the company is liquidating its possessions.
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 site. Alto plans on using a mixture of viral
, press, and online activity. The ads will be shown on high profile sites such as Time Out. In addition, an email campaign will be sent to 100,000 men.
'"Andres and Henriette'" In 2003, a financial marketing company in 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.
Cross-promotion
Cross-promotion is a form of marketing promotion where customers of one product or service are targeted with promotion of a related product. A typical example is cross-media marketing of a brand, for example Oprah Winfrey's promotion on her television show of her books, magazines and website...
in which promotional companies commit to surpassing the traditional advertisements and decide to include extra appeals to their offered products.. The material can be communicated by any mass media
Mass media
Mass media refers collectively to all media technologies which are intended to reach a large audience via mass communication. Broadcast media transmit their information electronically and comprise of television, film and radio, movies, CDs, DVDs and some other gadgets like cameras or video consoles...
such as e-mails, letters, web pages, or other recruiting sources. This method can be extremely successful for publishers because the marketing 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.
- 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 first notable occurrence of cross media marketing occurred in 1977 with the release of the film Saturday Night FeverSaturday Night Fever
Saturday Night Fever is a 1977 drama film directed by John Badham and starring: John Travolta as Tony Manero, an immature young man whose weekends are spent visiting a local Brooklyn discothèque; Karen Lynn Gorney as his dance partner and eventual friend; and Donna Pescow as Tony's former dance...
and its respective soundtrack
Saturday Night Fever (soundtrack)
Original Vinyl ReleaseSide A:#"Stayin' Alive" performed by Bee Gees, produced by Bee Gees, Albhy Galuten, Karl Richardson – 4:45#"How Deep Is Your Love" performed by Bee Gees, produced by Bee Gees, Albhy Galuten, Karl Richardson – 4:05...
. The single "How Deep Is Your Love
How Deep Is Your Love
"How Deep Is Your Love" is a pop song recorded by the Bee Gees in 1977 and released as a single in September. Originally intended for Yvonne Elliman, it was ultimately used as part of the soundtrack to the film Saturday Night Fever. It was a number three hit in the United Kingdom and Australia...
" by The Bee Gees was originally meant to be recorded by Yvonne Elliman
Yvonne Elliman
Yvonne Marianne Elliman is an American singer who performed for four years in the first cast of Jesus Christ Superstar...
for an unrelated album, but it was decided by RSO Records
RSO Records
RSO Records was a record label, formed by rock and roll and musical theatre impresario Robert Stigwood in 1973. The "RSO" stands for the Robert Stigwood Organisation. The company's main headquarters were at 67 Brook Street, in London's Mayfair...
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's concert
Concert
A concert is a live performance before an audience. The performance may be by a single musician, sometimes then called a recital, or by a musical ensemble, such as an orchestra, a choir, or a musical band...
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; therefore, Damien Marchi, who was involved in the second season of Big BrotherBig Brother (TV series)
Big Brother is a television show in which a group of people live together in a large house, isolated from the outside world but continuously watched by television cameras. Each series lasts for around three months, and there are usually fewer than 15 participants. The housemates try to win a cash...
in France, created eight commandments to 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 personlize 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, a popupPopup
Popup or pop-up could refer to:* Batted ball, a type of hit ball in baseball* Hidden headlamps, also called pop-up headlamps* Pop-up book, or movable books* Pop Up, a 2007 album by Yelle* Popup camper, a type of recreational vehicle...
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 necessay for the next step in the business plan.
Variable Data Printing
Variable Data Printing
Variable-data printing is a form of digital printing, including on-demand printing, in which elements such as text, graphics and images may be changed from one printed piece to the next, without stopping or slowing down the printing process and using information from a database or external file...
(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 increases profitability, raising brand awareness
Brand awareness
Brand awareness is a marketing concept that enables marketers to quantify levels and trends in consumer knowledge and awareness of a brand's existence...
, and gaining prospective sales. All of these elements are needed to enhance the marketing of products.
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.comAmazon.com
Amazon.com, Inc. is a multinational electronic commerce company headquartered in Seattle, Washington, United States. It is the world's largest online retailer. Amazon has separate websites for the following countries: United States, Canada, United Kingdom, Germany, France, Italy, Spain, Japan, and...
. 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 a the customer’s age, gender, and living environment (small town or city)
- Calculating the customer’s expiration dateExpiration dateExpiration date can refer to:*The shelf life of a grocery item*Expiration *Copyright expiration*Expiration Date , a 2006 comedy* Expiration Date, a novel by Tim Powers...
of a 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.Cross Media Marketing Corporation and Lawsuits
The Cross Media Marketing Corporation is a company uses e-mail messages or telephone calls, which are personalized to each specific customer, to sell their product. In 2002, federal regulators filed a criticism that the corporation’s magazine division was breaching marketing regulations. The Federal Trade CommissionFederal Trade Commission
The Federal Trade Commission is an independent agency of the United States government, established in 1914 by the Federal Trade Commission Act...
stepped in and claimed the company withheld information, misrepresented subscription lengths and prices, and billed customers for magazines that they did not order. The Corporation was sentenced by the F.T.C. to pay a hefty fine for their violation. A year later, in 2003, The Cross Media Marketing Corporation was forced to lay off 300 people and agreed to a $1.1 settlement fee with the F.T.C for ignoring customer’s desires to cancel their subscriptions and for misrepresenting the costs of packaging. Currently, the company is liquidating its possessions.
Examples
"'Alto Clothing'": Alto Clothing is an onlineONLINE
ONLINE is a magazine for information systems first published in 1977. The publisher Online, Inc. was founded the year before. In May 2002, Information Today, Inc. acquired the assets of Online Inc....
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 site. Alto plans on using a mixture of viral
Viral marketing
Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of viruses...
, press, and online activity. The ads will be shown on high profile sites such as Time Out. In addition, an email campaign will be sent to 100,000 men.
'"Andres and Henriette'" In 2003, a financial marketing company in Denmark
Denmark
Denmark is a Scandinavian country in Northern Europe. The countries of Denmark and Greenland, as well as the Faroe Islands, constitute the Kingdom of Denmark . It is the southernmost of the Nordic countries, southwest of Sweden and south of Norway, and bordered to the south by Germany. 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.