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A primer for businesses on cross-media marketing

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Cross-media marketing is a cohesive strategy where your business is advertised through multiple marketing channels.

The mix of channels will depend on your business and the goals of the marketing effort.

All cross-media marketing strategies will include print and digital components. Through such strategies, you can take advantage of each platform’s strengths while mitigating its weaknesses.

There are many avenues to consider when choosing which marketing channels to use. Here’s a guide to a few of the most popular:


Social media allow connection to existing and potential costumers simultaneously. Having a strong social media presence across platforms including Facebook, Instagram, YouTube, LinkedIn and Twitter will help improve search engine visibility and rankings.

This is also an opportunity to showcase your company’s personality, values and benefits to your audience. Videos and other interactive media typically increase engagement.

With an extremely saturated market, it’s imperative for your business to have access to audiences as large as possible, however, keep in mind your target market.

Facebook users vary in ages significantly. If your target audience is younger, you may want to consider media such as Snapchat, which typically has a younger demographic.

If your target consumer is a professional, or if your company is business-to-business, consider LinkedIn.


Mobile marketing may be the fastest growing marketing medium. Reaching users on their mobile device is an integral piece of your comprehensive marketing strategy.

Within email marketing, make sure the campaigns are mobile friendly and don’t lose readability; ensure mobile effectiveness.

Studies have shown most people open email on their smartphones rather than desktop computers.


Digital marketing has one significant drawback. We are constantly bombarded with online advertising. The result conditions people to filter out digital noise, where they ignore the majority of advertising.

This is one reason print remains strong as a relevant, effective and necessary marketing channel.

There are many options with print marketing, including direct mail campaigns, signage and promotional items.

QR codes in print are a great way to tie together print and digital campaigns.

When combined with digital efforts, thoughtful print campaigns can produce amazing results.


The benefits of an effective cross-media campaign are exponential. Accessibility to existing customers and new prospects, as well as enhanced customer service, become seamless.

Take the opportunity to improve customer communication and engagement with your brand. This will ultimately help boost brand loyalty and recognition.

Another benefit is better data. Through cross-media campaigns, you will be able to more easily analyze statistics and make choices for both your business and audience.

Remember to keep messaging across mediums consistent. Your audience from channel to channel may vary, so tailor content to the best fit.

Murtaza Jaffer is the co-owner of EBC Printing in Trexlertown. He is a print/marketing materials solutions provider and can be reached at murtaza@ebclv.com.

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