How does cross media communication work?

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Several companies are improving their communication strategies by using cross media . In these marketing , communication and advertising projects, services and products can be presented to the public through different communication channels that complement each other , including: pamphlets and printed material in general, television, radio and online campaigns.

The message is transmitted across all media, so the client does not escape and the communication achieves its objective. However, cross-media campaigns are not just about advertising across all existing channels. In media convergence , the communications agency presents a message that encourages the client to follow the company across multiple channels, with the aim of staying in touch, improving the communication experience, interacting with the public and obtaining a more productive result from the campaign.

In cross media, 360° communication is used , with the complete message in different media. For example: the integrated communications agency that serves your company prepares an advertising piece in 3 chapters:

the first chapter is broadcast on TV;
the second is published on the Blog;
the latter is featured on YouTube.
As you insist that the campaign is seen in full by your lawyer database and leads, the strategy promoted by the cross media communications agency invites the public to follow the next chapter on another channel.

The objective of cross-media communication is, in a sequential and complementary system, to convey a message across integrated communication channels, inviting the public to learn about all the channels that a company has available, increasing its power of contact with its potential customers.

Understand the following: if before the cross-media campaign a company had customers who could be reached via radio but who were not on Instagram, at the end of the campaign, most of the people who watched the radio ad also follow Instagram. In other words, the company's contact with its audience becomes much stronger!

How to create a cross media communication strategy?
Integrated communications agencies that work with media convergence do a very well-designed job, down to every detail, so that the company making the advertisement does not lose contact with the public during the transition from one media to another. There can be no dispersion; it is necessary to ensure in advance that the message will be delivered completely. The campaigns are extremely positive and all risks are mitigated in 360° communications projects .

Therefore, for cross-media ads , it is necessary to have an integrated communications agency that has mastery of the most different platforms, has experience, has qualified professionals and can prove real results obtained in previous work.

Some examples of cross media campaigns
Nutella ran a memorable cross-media campaign . In TV and radio ads, the brand encouraged people to like its Fan Page. On Facebook, users found a way to download the app and register with all their details after agreeing to the terms set by the company. Once registered, they could order personalized Nutella labels with their names on them. The success was so great that the brand began producing 1,000 personalized labels per day to meet customer demand.