Cross-media marketing
Cross-media marketing is a strategy that spreads a campaign across several media so that each one leads to another and contributes part of the experience
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It combines traditional, digital and mobile media: an outdoor ad that sends people to a website via a QR code, or a TV spot that invites viewers to continue on social media. The key is the link between channels, which lets the audience move from one to the next and lets the brand track the response.
It is not the same as multichannel marketing, where a brand is present on several channels that may work independently, nor transmedia, where each medium expands a story with its own content. Nor is it omnichannel, which focuses on a seamless customer experience across all touchpoints.
Also known as
Cross-channel marketing
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