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.[1] The material can be communicated by any mass media such as e-mails, letters, web pages, social media or other recruiting sources. This method can be extremely successful for publishers because the marketing increases the ad's profit from a single advertiser, as well as generates a good liaison between the advertiser and the publisher, which also boosts the profits.[2] The integration of social media marketing into the marketing mix empowers firms to promote goods and services. It facilitates real-time interaction, fostering engagement and swift feedback. This approach enhances customer satisfaction by offering personalized experiences and addressing inquiries promptly. Effective social media utilization enables companies to build, sustain, and bolster their competitive edge in the digital realm.[3]
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?
- ^ Jones 2004, p. 3.
- ^ Michelson Managing Partners, p. 2 .
- ^ Eze, Sunday C.; Chinedu-Eze, Vera C. A.; Awa, Hart O. (April 2021). "Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technology". SAGE Open. 11 (2): 215824402110066. doi:10.1177/21582440211006695. ISSN 2158-2440.