By Neena Dasgupta
Usually, individuals are exposed to multiple avenues or channels with varying characteristics. Brands have devised ways to appear or carry messages on these avenues to meet their marketing goals. In doing so, they adhere to a well-known “rule of sevens”: to make a decision, a consumer must have seen an advertisement for a product or company at least seven times.
Cross-media marketing, an effective tool, makes it possible to encourage users to react to a message and to extend this interaction to another medium. The crux, however, is that different media channels are used to achieve a very specific goal within the overall media campaign. Cross-media marketing not only helps enable communication and interaction for brands as immediate goals, but it also provides options to ensure a brand is in the consideration set of consumers at long term. There have been recent campaigns where interactions across avenues have also been implemented to communicate social messages.
Lego, for example, with its physical, digital and cinematic presence, has an extensive and ubiquitous footprint. Its Rebuild the World campaign, launched in 2019, is a prime example of how cross-media promotion can produce results, eventually leading to social change. The campaign successfully tackled complex issues such as gender bias.
In September 2021, on the occasion of the International Day of the Girl, Lego invited parents to show off their children’s creativity against a preset augmented reality background with the words “Prepare the world for me”. This was to promote inclusive play by encouraging girls to engage in creativity, which is usually associated with boys.
Closer to home, Britannia ran a cross-media campaign during the 2018 Cricket Asia Cup, reaching out to two million live viewers, on its 100th anniversary. For each match highlight, creative banner ads were displayed on the mobile apps used by match viewers. Graphic ads led viewers to a video celebrating the century of Britannia. The average click-through rate was found to be four times higher than the industry average.
Media behavior has seen a sea change during the pandemic. Brands seem less confident than ever to find the right balance between their online and offline spend, which translates into diminished profitability. On the other hand, it has also pushed brands to use digital media in innovative ways. Digital media is more profitable in brand building than offline media.
A major challenge in using this approach is the lack of proper measurement. Globally, the World Federation of Advertisers has worked to specify detailed guidelines to ensure end-to-end measurement of media content. However, implementation has been underway for some time.
Continuous innovation in content and messaging delivery is a healthy trend. This will only be possible if successes are highlighted, so that approaches and methods can be adopted and improved. For example, a recent technology-enabled cross-media promotion by Cadbury to include Shah Rukh Khan in promoting local businesses proved to be a great initiative. However, to measure the effectiveness of the campaign, it was important to highlight the success of the campaign. During or after the campaign, no metrics were highlighted on the number of local businesses that actually used the website for promotional purposes. If one visits the URL now, it mentions that the promotion has been stopped. Wouldn’t it be more effective to highlight the number of local businesses from different geographies that have used the interactive platform to promote themselves?
The author is CEO and Director, Zirca Digital Solutions
Financial Express is now on Telegram. Click here to join our channel and stay up to date with the latest Biz news and updates.