An inbound marketing agency, for example, produces high-quality content that is meant to solve problems and answer questions–everything adapted to each step of the customer’s journey.
Cross-media marketing helps you send the right message, at the right time, to the right people without interrupting any experience. It means you cross-promote your content on multiple marketing channels to reach the right audience.
It involves combining digital marketing techniques with traditional offline strategies in a way that helps people to learn about you. It’s about putting your brand out there without selling anything. From personalisation printing to direct mailing to chatbots, any channel could become part of your marketing strategy and attract more people into your sales funnel.
Cross-media marketing is necessary because the customer’s journey isn’t linear anymore. Prospects consume your content, get to know your brand, and even make a buying decision, yet they feel they need one last search before purchasing. So, you need to be there with one more article, video, or infographic to clear any doubts and answer any question left.
When you plan every marketing campaign and mix your marketing channels, you’re more likely to be present in every step of this zigzagging journey. It’s an effective way to build trust and loyalty for good.