How to implement an effective cross media strategy?

In the age of digital advertising and influencers, why do advertisers continue to communicate on offline channels? If you work in the communications or advertising sector, you have probably already asked yourself this question.

Making your brand known requires investing in advertising campaigns. When an advertiser establishes its communications plan and marketing mix, it is increasingly common for traditional media to be omitted.

However, they can be real assets and boost the notoriety of a brand or product. In reality, digital and traditional media are very complementary, especially when used in a cross-media campaign.

In 2021, it is essential not to neglect any means of communicating, and we therefore explain how to create an offline and online communication campaign. 

  1. The different communication channels
  2. Offline and online: an excellent media mix
  3. Implement a cross-media media strategy

The different communication channels

  • Television. 
  • The press. 
  • Large format billboards, outdoors, transport and street furniture. 
  • The radio. 
  • The movie theater. 
  • The web: display, social networks, RTB Ad-Exchange… 
  • Mobile: banners, sponsored links, etc. 
  • cross device devices , personalization, digitalization.
  • Innovative event campaigns. 

Offline and online: an excellent media mix.

By combining offline and online , you will have more guarantees of targeting your audience regardless of their media consumption. Whether they are an informed reader, an avid viewer or an Internet user addicted to social networks, you will have the opportunity to reach your audience.

  • Traditional media requires thinking about a very in-depth communication strategy, but once launched, your campaign will require less work time downstream. You will be able to focus on other channels. Online communication (social networks, displays , videos, etc.) requires rigor and significant investment from communication teams.
  • Traditional media are known for having an excellent memorability rate.
    • Cinema: 75% 
    • TV 17.2%, 
    • Magazine: 11.9% 
    • Radio 5.0%, 
    • Internet: 4.2%
    • Display: 4%.
  • Offline channels allow you to strengthen your brand image and increase your media coverage.
  • You will benefit from a loyal audience. 
  • Contrary to popular belief, traditional media are not just mass media. Thanks to display (OOH and DOOH), regional daily press, cinema and local radio, you will be able to reach an audience based on a precise geographical criterion.
  • Certain traditional media allow the message to be anchored in time. 
  • Traditional media inspire more trust than digital media. The top 3 credible media for the French are made up of traditional media. In fact, 52% of French people believe the information broadcast on the radio, 48% believe in that broadcast in the newspaper and 42% on TV (source: LaCroix )

Now that we have seen why it is interesting to focus on offline marketing in addition to digital, we will look at some tips for creating effective and relevant cross-media campaigns.

Implement a cross-media strategy

To set up your offline communication, you must follow the following steps: 

Step 1: Build an effective media strategy 
  • Define priority objectives. 
  • Identify the target audience: Digital data can be used to guide your traditional media plan. Indeed, from the audiences in your Google Analytics account of your website, you will be able to know your audience in more detail.
  • Establish your budget. 
  • Write the media brief. The latter must include:
    • Information about your company such as your positioning, your targets, the perception of the company, etc.
    • The context of the request
    • The objectives of the campaign such as developing your notoriety or your sales, retaining your customers, etc.
    • Information on direct competitors
    • The state of play on your communication
    • The budget
Step 2: Manage the crossmedia plan 
  • Choose the media according to your strategy.
  • Determine the optimal combination and promote synergies. 

You will need to carry out media planning to effectively distribute your advertising investment. 

This image represents an example of a campaign
Step 3: Measure the effectiveness of the cross-media campaign and optimize it 
  • Know and monitor media-specific performance indicators. To do this, we recommend that you discover the performance indicators available in our white paper .
  • Organize digital performance tracking. 
  • Take stock of the campaign. To carry out this action, there is nothing like having entered your campaigns in a specialized consolidation tool, such as AdwOne.  

We hope that this article has helped you see things more clearly. If you need help, or would like to know more about what tools we use, do not hesitate to get back to us on our contact form .

Sources: https://www.snptv.org/wp-content/uploads/2019/01/DENTSU-AEGIS-NETWORK-TRAVAUX-SUR-LES-BETAS-.pdf

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