Well, cross-media campaigns have come a long way since the Bee Gees. Campaigns have gotten much more sophisticated during the last 30-plus years with the help of technology. Understanding cross-media campaigns is the first step to building one and eventually making one work.
A cross-media campaign combines print, e-mail, the Web, personalized URLs (PURLs), QR codes, mobile and/or social media on a one-to-one basis and provides multiple opportunities to reach every recipient. It delivers relevant content and a call to action through multiple channels simultaneously as an integrated campaign. This type of marketing can be very helpful because it can provide a company or organization with an increased return on investment (ROI), more opportunities to interact with audiences, greater response rates and the ability to view customer responses and create a database in real time. The key elements of any well-integrated campaign are audience, media and message. The best channels to use vary depending on audience demographics and the campaign message.