In recent years, marketers have been forced to alter their strategies to reflect the fact the media landscape has changed significantly.
Social media has played a massive role in this process. Consumers now expect to be part of a conversation with the companies they do business with. This has resulted in a shift in expectations; brands receive instant feedback and can harness unprecedented levels of customer data, while users require swift, personal responses to any queries or issues.
With the way consumers communicate and access information now so different to how it was just a decade ago, largely thanks to the proliferation of smartphones and tablet devices, there are numerous new methods of engaging your audience. Some observers suggested this would sound the death knell for traditional marketing – especially in print form – but innovative, forward-thinking agencies have proven this to be very wrong indeed.
Multi-channel, cross-media campaigns
Cross-media marketing campaigns have sought to harness the variety of communication channels available and often work in conjunction with printed materials.
When done well, often utilising available data to effectively target an audience and personalise their content, studies have shown the combination of both offline and online media boosts response rates and return-on-investment regardless of whether the campaign is focussed on a B2B or B2C audience.
Indeed, research conducted by InfoTrends found that utilising multiple forms of media – such as print, web, direct mail, email, SMS, personalised URLs, QR codes, mobile, video and social media – improves response rates by as much as 34 per cent.
Lexus leads the way
Having been the first car manufacturer to run an interactive television ad in 2002, Lexus again pushed the boundaries a decade later with a campaign that brought genuine interaction between a printed magazine and a tablet device.
The company’s full-page ad in the Sports Illustrated magazine of October 2012 utilised CinePrint technology to bring the page to life when placed on top of the tablet’s screen, living up to the campaign’s tagline ‘A stunning use of technology’.
Another example of the effective combination of printed materials and technology is the catalogue application developed by Swedish furniture manufacturer IKEA.
Those browsing a physical copy of the company’s brochure are able to see the products in three dimensions, as well as accessing photo galleries and videos. This is achieved simply by pointing their smartphone devices at the items they wish to see in more detail.
The campaign was well received by the public, quickly becoming the most-downloaded promotional brand app of 2013 and making more than 300 million media impressions.
Nike makes cross-media count
In 2012, Nike launched its #MakeItCount campaign in an effort to publicise the launch of its Fuel Band device. At first, this comprised merely a YouTube video but the sportswear manufacturer soon began encouraging fans to use the hashtag to engage with it on Twitter, Instagram and Pinterest.
The company then incorporated the the message into print and television advertisements, as well as regularly posting images and statements onto these social media accounts containing the slogan.
With its audience engaging significantly with the campaign, Nike extended it will into 2013, emblazoning its flagship London store with several prominent posters featuring high-profile athletes, the hashtag and the stars’ Twitter handles.
Posted by Cross Media