As identified earlier, an effective way to use social media to advertise is to combine it with traditional advertising . Cross-platform advertising is seen as the most effective, discussed in essay as well as research, by IAB, Warc, and Nielsen. Due to this the outcome for this brief will follow this idea, be a cross platform ad taking over the different medias.
How is this done?
How can be successful?
Should the content change?
Should the concept be the same?
What steps should this take?
what media should be used?
'Building a Cross-Media Campaign Building a cross-media campaign isn't as daunting as it may first appear. Here are some basic steps to guide you:
1. First, determine your message. Regardless of the channels you use, you want the message to be consistent across all of them. Your viewers should be able to easily identify your brand, product or service from one medium to the next.
2. Second, figure out where your target audience is. If you're marketing a new product to seniors, then the newest social media app may not be the best choice. Conversely, if you're trying to reach a teenage audience, an ad in the local newspaper might not be the way to go.
3. Third, plot your desired outcome. What is the goal of your cross-media campaign? Your call-to-action, whether it's to visit your website or buy your new book, should be crystal clear in every medium you use.
4. Lastly, go for it! Integrate your campaign in your chosen platforms and wait for the good results to roll in.'
https://study.com/academy/lesson/cross-media-marketing-examples-definition.html
http://www.thedrum.com/opinion/2017/07/19/why-online-advertising-killing-creativity
http://www.proactive.marketing/mixed-media-marketing/
Cross-platform, also known as cross-media, is a reference to the state of your advertising spanning multiple media types, e.g. tv, mobile and paid search.
https://www.quora.com/What-is-cross-platform-advertising
'While certainly a challenge, cross-platform campaigns drive real results. eMarketer’s analysis of research comparing viewers exposed to promotions across TV and digital channels found that “the data makes a good case for the effectiveness of cross-channel campaigns”. So the top line is that advertising has returned to pre-recession spend levels. Delivering value to the bottom line, however, relies on a cross-platform ecosystem that requires a strategic approach in order to extract the maximum value of today’s marketing spend.'
'Not surprisingly, advertisers believe the integration of campaigns across multiple screens is important and will become even more so, but the effectiveness of these campaigns in maximizing results has been mixed. Specifically, a recent analysis of 45 campaigns measured by Nielsen Cross-Platform Campaign Ratings found that the vast majority of advertisers’ “integrated” TV and online campaigns did not achieve better results than if the TV and online advertising had been planned separately.
On average, these integrated campaigns reached only 7.6 percent of the intended audience via both TV and online. That result is little different than the completely random duplication (7.0 percent) that advertisers could expect if they had planned their campaign for each screen independently. This highlights a true missed opportunity.
Nielsen research shows that, with careful planning and execution based on more precise identification of their desired TV and online audiences, marketers can generate an average of 8 percent greater reach, or achieve significantly higher frequency, without spending more money or altering their mix of spend'
http://www.nielsen.com/us/en/insights/news/2014/the-8-percent-unleashing-the-power-of-cross-platform-advertising.html
http://www.nielsen.com/us/en/insights/news/2017/when-it-comes-to-advertising-effectiveness-what-is-key.html
'Latest research found that US digital media consumers constitute the “multi-platform majority. And, as digital platforms continue to emerge, media fragmentation will only accelerate, creating the defining marketing challenge of this era".
'1. Understand your audience and how different segments consume content on various platforms While there is industry research that provides a general picture of content consumption trends, demonstrating a customer’s-eye view of behaviour elevates the discussions your sales team can have with marketers and illustrates the unique opportunities you can build for them to reach their targets through your content.
2. Help your clients understand how to deliver marketing messages in formats optimised for each platform Certainly, it might seem most efficient to take great creative and splash it across every screen. However, the most effective ads are optimised for each delivery channel. Mobile ads should be brief, personal and interactive whereas desktop ads can be longer and more immersive. Consider whether sequential programs, which follow consumers across devices, or second-screen-simultaneous experiences will be most effective, given the audience being addressed.
3. Multiple platforms does not mean multiple messages While this may seem to contradict the previous point, the most effective cross-platform campaigns are those that build upon each other across platforms — and do not conflict with each other. Consistent reinforcement of messaging, design and or other aspects of the campaign – appropriately delivered – builds brand awareness and drives action throughout the sales funnel.
4. Integrate your sales teams, in spirit, if not literally A culture of collaboration goes a long way here and truly integrated teams that understand the full value chain will offer the best chance of success. This may require breaking down sales silos (consider market-based rather than media-based structures) and addressing your commission structure across platforms.
5. Invest in improving measurement Be it through an industry organisation, partnership with an established measurement firm or by creating your own solution (based upon subscriber login or proprietary tracking mechanisms), cross-platform measurement is critical for demonstrating cross platform ad-sales succes
http://www.thedrum.com/opinion/2014/06/06/five-tips-cross-platform-advertising-success
The goal of your cross-marketing strategy should be to tell all your audience and customers a similar brand story across multiple channels. However, you need do so in a slightly different way for each one while holding user engagement. Your story has to be slightly different for each channel due to the fact that people on those channels interact with these channels in unique ways. That means you can't just blanket each channel with the same exact content.
While one channel may work more effectively for video like social media, another channel is best suited by tips and lists of content that deliver helpful advice as found on a blog. Figure what works well where and you've got a winning cross-channel marketing strategy.
EXAMPLE -
Starbucks Starbucks and their Frappuccino Happy Hour campaign is a good example of a cross-channel campaign that delivered results. Starbucks updated their website and released a television commercial in conjunction with the 10-day campaign. They used common imagery across all channels to tie together the various tactics and messaging style they used for itT.he brand also created their own social media identities for Starbucks Frappuccino from its regular Starbucks social presence. Both identities, however, worked to promote the Frappuccino Happy Hour campaign without just copying the content from each other.
Heineken's campaign focused on an interactive video that provides the viewer with an opportunity to get involved. They see those who take part and play the game win an exotic vacation while those that opted not to take the challenge go home. The video was tied to a Web series called "Dropped," which furthers the idea that the best journeys in life are those that are spontaneous. The cross-channel tactics included marketing this video on its website, YouTube channel, and other social media accounts like Instagram, Twitter, and Facebook. The brand's logo and identity were clearly indicated alongside the video content but other than that the focus was on the visual engagement that the video offered that did not focus on beer or the brand. In this way, the marketing felt more about the user and less about selling them something.
'Cross-channel marketing success comes from consistency, interactive elements, and diverse content delivery systems. While everything digital rocks when it comes to marketing, these success stories also include in-store and traditional marketing tactics that extend the power of cross-marketing and touch customers and prospects in every way possible. As demand for multi-channel campaign management grows, so do the options. '
SUMMARY-
How is this done? APPLY THE SAME CONCEPT OVER THE DIFFERENT CHANNEL, BUT APPLY DIFFERENT TO FIT THE DIFFERENT MEDIA
How can be successful? IT MEETS THE AUDIENCE ON DIFFERENT SCREEN/CHANNEL, RASIES ENGAGEMENT AND SITE
Should the content change? YES, SHOULD BE MADE TO FIT ON THE CHANNELS, RATHER THAN THE SAME APPLIED, HAS TO FIT USER ENGAGEMENT ON THE DIFFERENT CHANNELS
Should the concept be the same? YES, KEEP THE MESSAGE CLEAR
what media should be used? THE BEST ONES TO TARGET THE INTENDED MARKET
what steps should this take?
-WHAT IS THE MESSAGE?
-WHAT IS THE AIM?
-WHO IS THE TARGET AUDIENCE?
-HOW DO YOU MEET THEM?
-WHATS THE ACTION IT INSPIRES?
-CREATE THE CONCEPT
-UNDERSTAND THE PLATFORMS, DOWNFALL AND BENEFITS
-PLATFORM CONSIDERATIONS
-DESIGN THE CAMPAIGN
-BUILD IT AROUND THE MEDIA
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