When it comes to attracting more customers and increasing sales, innovating communication can broaden your reach and strengthen brand recognition. This is where crossmedia becomes a powerful strategy, as it connects different channels to deliver your message to the audience wherever they are.
With this approach, the channels complement each other to create an integrated and continuous experience, where each touchpoint reinforces the other, keeping your brand present throughout the buying journey.
Want to understand how crossmedia works in practice? In this post, we will explore how this strategy can enhance your digital marketing, increase customer engagement, and make your brand stand out. Check it out!
What is crossmedia?
Crossmedia is a strategy that integrates multiple channels — such as social media, email marketing, blogs, videos, and even offline campaigns — to make them all work together in an integrated approach. This way, no matter where your audience goes, they always encounter a message that connects and complements others, creating a smooth and engaging journey.
And that’s not all: crossmedia boosts digital marketing. By linking different platforms, you increase the chances of engagement and create an experience that makes your audience perceive your brand more clearly and frequently. This generates consistent communication, improves recognition, and expands opportunities for interaction and conversion.
So, instead of scattered messages, you build a stronger relationship and create an impact that really resonates.
What are the benefits of crossmedia for digital marketing?
Adopting crossmedia in digital marketing offers several advantages for your brand. The main benefits are:
- Increased brand reach and visibility: Crossmedia uses various channels to spread your brand message, increasing exposure and reaching new audiences. The more presence in different digital spaces, the more amplified your visibility will be, helping you capture the attention of potential customers.
- Higher engagement and connection with the customer: By impacting the customer across various touchpoints, crossmedia creates a more immersive and engaging experience.
- Consistent messaging and strengthened brand identity: Integrating platforms with uniform messages strengthens the brand identity, ensuring communication is always clear and recognizable. This alignment builds customer trust, solidifies the brand across each channel, and leaves a lasting impression.
Which channels to apply crossmedia in e-commerce?
Several channels can be leveraged for a crossmedia strategy that enhances engagement and creates a richer shopping experience. Here’s how to apply this approach in e-commerce:
Social media
Each network has unique audience characteristics and language, allowing you to share complementary parts of your message. Instagram, for example, can highlight product visuals; Facebook, customer stories; and TikTok, creative and quick content that generates high engagement.
Email marketing and SMS
These channels offer direct and personalized contact with the customer. Using them to send exclusive offers, abandoned cart reminders, or reinforce ongoing campaigns creates a sense of exclusivity and urgency that drives conversions.
Interactive content
Live content, such as live streams and webinars, allows real-time and immediate interaction with the audience, bringing more proximity. Podcasts also stand out, offering an engaging audio experience that makes communication even more humanized.
Blog and website
Blog articles, landing pages, and FAQs help to provide detailed information about products and campaigns, with the advantage of offering more in-depth messaging in an environment that supports more reading and research. These contents strengthen the strategy by consolidating the brand’s knowledge and value.
How to implement crossmedia in your digital marketing strategy?
Here’s the complete step-by-step guide for successfully implementing crossmedia in your digital marketing strategies.
1. Planning and mapping of channels
The first step for a successful crossmedia strategy is to define which channels best reach the target audience and meet the brand’s objectives. It is not necessary to use all available channels; the ideal is to focus on those where the audience is most present and engaged.
For example, if the brand aims to attract a younger audience, Instagram and TikTok are great options. For a more direct approach, invest in email marketing and SMS. This initial mapping helps align the tone, format, and specific objectives of each channel to effectively reach the audience.
2. Creating cohesive messages for each channel
To maintain consistency, you need to adapt the message to the format and language of each platform, without losing the essence of the communication. On visual social networks like Instagram, focus on impactful images and short texts. In emails, the message can be more detailed, with space for links and clear calls to action. The key is to adjust the language according to the user behavior on each channel: relaxed and brief content for social media, more professional and informative in newsletters. This way, even if the presentation varies, the brand’s essence and campaign purpose remain clear.
3. Synchronization and scheduling of posts
For the channels to work together, it is crucial to organize posts in a schedule that coordinates the campaigns, promoting the same message at strategic moments. Planning a social media post launch to coincide with sending emails, for example, reinforces the message and increases the chance of it being seen and absorbed. With synchronization, each channel reinforces the message at the right time, creating a logical and fluid sequence in the customer journey.
4. Monitoring and adjusting results
Monitoring metrics helps you understand which channels and messages generate more engagement and conversion. Analytical tools provide insights into what works best for each channel, and this data should be used to adjust the strategy in real-time.
If a message performs well on Instagram, for example, it may be a good idea to replicate it with some adaptations on other channels. This constant monitoring allows the brand to adapt to audience behavior, ensuring a dynamic and increasingly efficient strategy.
Applying crossmedia in digital marketing transforms how the brand communicates, expands its reach, and creates deeper connections with the audience. With an integrated strategy, each channel strengthens its presence, maintaining communication that follows the customer at every stage of the journey in a strategic way.
Want to take your e-commerce campaigns to the next level? Corebiz can help you apply the power of crossmedia effectively, connecting different channels to maximize the results of your digital strategy. Contact our team and discover how to optimize your communication and engagement to transform your sales journey.
Escrito por:
Raphael Bueno, Gerente de CRM
at Corebiz
