Кросс-маркетинг – что это такое, примеры, для чего нужен

Технология кросс-маркетинга не является принципиально новой. Например, сети быстрого питания «Макдональдс» давным-давно сотрудничают с Coca-Cola, и каждый из нас видел рекламу про то, что фирменный «Бигмак» вкуснее с колой.

Совместная работа брендов заключается в коллаборационных акциях, мероприятиях, которые выгодны и клиентам, и самим производителям. «Подогрев» трафика, повышение вовлеченности аудитории, в конечном итоге, улучшение показателей продаж — такие результаты дают удачные примеры кросс-маркетинга.

Виды кросс-маркетинга

Кросс канальный маркетинг реализуется с помощью разовых акций либо постоянного сотрудничества двух или более брендов. Конечно, они не должны быть конкурентами друг другу, хотя в некоммерческих методах продвижения допустимы и такие варианты.

Совместное создание товаров, предложений, дополняющих друг друга акций пришло к нам из США, где практикуется давно.

Считается, что впервые до ко-маркетинга «додумались» бизнесмены в эпоху Великой Депрессии, когда в газетах публиковали скидочные купоны. Покупатели приобретали саму газету, в том числе, ради нужных продуктов.

Сейчас существует намного больше вариантов сотрудничества, среди видов и примеров кросс-маркетинга такие:

1. Разовые акции. Два или более бренда объединяются ради проведения совместной акции. Это очень распространенная практика в сетевых супермаркетах: производители продуктов делают специальную цену на какое-либо предложение, но купить по этой «особой» цене можно только в указанной сети.

2. Иногда совместно работают целые франшизы. Недавний пример: выход окончания киносаги про «Мстителей», к нему приурочили выход тематических футболок, которые продавались в сети магазинов «ТВОЕ». Многие предлагали дополнительную скидку тем, кто принесет билет с киносеанса. Конечно, фанатам знаменитой кинопродукции и комиксов кампания пришлась по вкусу.

3. Постоянное сотрудничество брендов. Также распространенная практика, один из самых успешных в сегменте B2C банков, Tinkoff, постоянно сотрудничает с Burger King, Ozon, Delievery Club и многими другими популярными у людей компаниями. Предлагается кэшбэк по картам банка и специальные скидки на продукцию.

4. Разовые или постоянные акции по совмещению товаров. Бренд «Martini» и «Schweppes» часто предлагают супермаркетам объединить товары по принципу совместного употребления: из вермута и тоника делают коктейли. Акция выгодна сразу всем: и потребителям, и обоим производителям напитков, и магазину, который повышает продажи.

Существуют также благотворительные акции, кросспостинг, взаимная реклама. Кросс-маркетинг в интернет-магазине часто сочетают с доставкой или подбирая несколько товаров, которые приобретают совместно, например, производитель кофеварок может скооперироваться с производителями напитка.

Предложения вида «Купи кофеварку и получи две пачки кофе в подарок!» известны всем.

В каких случаях можно применить кросс-маркетинг

Кросс канальный маркетинг считают достаточно универсальным инструментом, потому что трудно найти товар или услугу, к которым нет сопутствующих. Привлечение других компаний помогает расширять влияние на потенциальную целевую аудиторию.

Гораздо проще определить, в каких случаях метод нежелателен:

• разная ценовая категория — бренду, предлагающему лакшери-косметику вряд ли стоит кооперироваться с недорогими магазинами, вроде «Пятерочки»;

• компании являются прямыми конкурентами;

• разная целевая аудитория — в мужском барбершопе вряд ли стоит рекламировать лак для ногтей, а вот в салоне красоты он будет «на месте»;

• партнер продает совсем не связанные товары — тот же лак вряд ли стоит прилагать к игровым приставкам, несмотря на то, что женщины ими пользуются.

С осторожностью надо относиться к акциям вида «купи автомобиль и получи в подарок освежитель воздуха». «Подарочное» предложение должно быть более или менее сопоставимо с основным, например, вместо освежителя подойдет комплект ГСМ.

Инструменты кросс-маркетинга

Совместный кросс-маркетинг не сводится только к акциям, воздействие на целевую аудиторию должно быть комплексным. Для этого применяются такие инструменты:

1. Кобрендинг. Бренды постоянно работают вместе, предлагают друг друга. Классический пример — те же «Макдональдс» и «Кока-кола», в ресторанах быстрого питания всегда есть этот напиток.

2. Кросс-промо: хороший вариант для развлекательных заведений. Например, если человек покупает билет в кино, то может получить подарок от магазина. Акция с фильмом «Мстители» и футболками — это кросс-промо.

3. Копакинг — на русском это слово не очень благозвучно, но обозначает всего лишь совместную упаковку, как в варианте с «Мартини» и «Швепсом». Другой пример — пиво и чипсы, новогодние акции на шампанское и коробку шоколадных конфет.

4. Кобрендинговые карты: кэшбэк, ради которого многие пользователи заказывают кредитки у конкретных банков, это работа брендов, предлагающих акции. Взамен банк будет делать рекламу не только своих продуктов, но и предложений партнера.

   Например, «Билайн», активно сотрудничая с Aliexpress, постоянно напоминает об этом рекламой, а китайская компания, занимающаяся кросс-маркетингом в интернет магазине, гарантирует кэшбэк до 10%.

5. Программа лояльности — при долгосрочном сотрудничестве брендов, допускается вариант, что клиент получает услуги по скидке и на особых условиях у двух или нескольких компаний.

Компании складывают свой рекламный бюджет и работают с выгодой для двух или более производителей товаров или услуг. А клиенту удобнее приобретать «пакетные» предложения, что повышает его лояльность всем объединившимся брендам.

Пошаговая инструкция применения кросс-маркетинга

Примеры кросс-маркетинга доказывают его успешность, но всегда сначала нужно провести исследование и подготовиться к совместной акции. Для этого можно следовать такой пошаговой инструкции:

1. Поставить глобальную цель объединения и кроссмаркетинговой акции. Это не абстрактное «лучше продаваться», а, например, повышение конверсии на 20%.

2. Выбор партнера. Если бизнес начинающий или не слишком известный, не нужно сразу же пытаться объединиться с «гигантами». Можно начать с равных, для чего обратиться к агрегаторам компаний в городе — 2Gis, Yandex, Google Maps.

3. Выделение бюджета на совместные мероприятия, продвижение.

4. Планирование совместной кросс-маркетинговой кампании на всех этапах: упаковка, слоганы, рекламная продукция, создание роликов и промо в соцсетях, на сайтах, оффлайн. Даже разовая акция создается совместно и утверждается всеми участниками.

5. Одновременный с партнерами запуск пиар-кампании.

6. После того, как проведена акция, нужно сделать анализ, проследить всю активность, посчитать прибыль, увеличение откликов.

Грамотный кросс-маркетинг позволяет раскручиваться в два раза быстрее за счет совместного приложения усилий и готовой «упаковке».

Люди даже согласны платить больше, «Кока-кола» обойдется дешевле в супермаркете, чем в ресторане быстрого питания, но все покупают ее в комбо. Самое главное — правильно совместить усилия и преподнести готовый продукт конечному потребителю.

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The clients, in turn, feel appreciated and delighted with the brand, which makes them more inclined to stick with it over time. 90014 90013 90024 Tracks their ROI. 90025 Cross-channel marketing allows marketers to understand various metrics that make up the success of their marketing campaigns.Businesses can quickly determine CTA impressions and open rates for their email marketing campaigns, opt-in rates for web push notifications, SMS delivery rates, etc. 90014 90019 90010 Benefits of Cross-channel Marketing 90011 90012 90013 Smooth buyer journey 90014 90013 Effective customer service 90014 90013 Improved brand image 90014 90013 A better understanding of customers 90014 90019 90002 Cross-channel marketing has a lot of real benefits for a company.Here are some of them: 90003 90012 90013 90024 Smooth buyer journey. 90025 By effectively integrating cross-channel communication in the marketing strategy, businesses get to improve the buying experience of their customers. It will be easy for customers to access support and product information, which makes their cooperation with the brand more pleasurable. 90014 90013 90024 Effective customer service. 90025 Cross-channel marketing enables a company to interact with its customers on several platforms at a time.By sending the right message using the most suitable channel, businesses improve the relationships they have with prospects and customers. 90014 90013 90024 Improved brand image. 90025 Cross-channel marketing yields an enjoyable buyer journey, which goes a long way in generating customer satisfaction. As all marketers know, satisfied customers impact a business ‘brand positively as they will highly recommend the company’s products or services to their friends and family. 90014 90013 90024 A better understanding of customers.90025 With cross-channel marketing, businesses can quickly gather information about their existing customers from several communication channels in one place. After that, companies can use the data to create segmented and relevant offers. 90014 90019 90010 How to Get Started with Cross-channel Marketing 90011 90070 90013 Integrate the data 90014 90013 Determine the customer segments 90014 90013 Unify interactions with smart content 90014 90013 Optimize 90014 90079 90002 When launching cross-channel marketing, businesses should be prepared to tweak their strategies as well as make suitable optimizations along the way.That said, here is how to start with cross-channel marketing: 90003 90082 Integrate the data 90083 90002 The first thing to do when setting up cross-channel marketing is to unify data within a CDP (Customer Data Platform). For any business, CRM is excellent for handling this data. However, no matter the CDP a company chooses, its marketers should have access to analytics data that reveal all lead touchpoints. 90003 90082 Determine the customer segments 90083 90002 After unifying the data, businesses should understand the different segments within their target audience.Marketers can scrutinize touchpoint data to determine whether there are evident failures, trends, or successes. By assessing customer data and getting a clear picture of the existing segments, businesses will know what channels to prioritize and the type of message that performs best across the various communication channels. 90003 90082 Unify interactions with smart content 90083 90002 Now that your customers are segmented, companies need to customize their content to match the needs of customers.The best way to do this is to use smart content — dynamic messages determined by a particular set of criteria. Simply put, smart content is something like, «if a customer does A, show them B.» With smart content, a business will quickly determine what a customer has done; hence, all future interactions with the client will be based on known touchpoints. 90003 90082 Optimize 90083 90002 To get the most out of cross-channel marketing, businesses need to continuously analyze their strategies to ensure that necessary optimizations are made.Experiments such as A / B testing, use of CTAs, and modification of ads on Facebook Messenger can help marketers gain valuable insights, which in turn enable them to make appropriate adjustments on their marketing efforts for even more effectiveness. 90003 90010 How to Do Cross-channel Marketing with SendPulse 90011 90002 With SendPulse, businesses can step up their marketing efforts across various communication channels. Let’s highlight these methods and how companies can leverage them: 90003 90012 90013 90024 Email.90025 SendPulse has a comprehensive email service that enables businesses to create and send successful email marketing campaigns. For better performance, make use of personalization, segmentation, A / B tests, and other instruments. 90014 90013 90024 Web push notifications. 90025 Businesses can re-engage with and drive customers back to their site by using this feature. Some of the advantages of using web push notifications by SendPulse include offline notifications, easy personalization, and in-depth segmentation.90014 90013 90024 SMS. 90025 If a company is keen on incorporating effective text communication into its communication channels, then this feature will come in handy. It allows a business to send marketing SMS campaigns across the globe fast. 90014 90013 90024 Chatbots. 90025 With SendPulse, you can create chatbots for Facebook Messenger and Telegram app. Chatbots help promote products, automate answering users ‘everyday questions, collect their orders, and register them for events.90014 90019 90002 It is worth mentioning that marketers can use Automation 360 feature to send triggered emails, SMS, and web push notifications depending on events, variables, and actions that their subscribers take. Doing this amplifies the overall impact of the cross-channel marketing strategies a business adopts. 90003 90010 Cross-channel Marketing Best Practices 90011 90002 Here are the essential things you should do to get the most out of cross-channel marketing: 90003 90070 90013 Define the most effective channels for your audience.90014 90013 Choose a professional marketing platform that is integrated with analytics, marketing automation software, and a retargeting tool. 90014 90013 Segment the audience wisely to nurture leads effectively. 90014 90013 Optimize and develop customer touchpoints. 90014 90013 Eliminate departmental bottlenecks that hinder effective coordination of cross-channel campaigns. 90014 90079 90010 Cross-channel Marketing Examples 90011 90002 Below are some brands that run effective cross-channel marketing.90003 90002 As evidenced by these pictures, KFC implements cross-channel marketing by using email and Facebook advertising, among other methods. 90003 90002 90145 90003 90002 90148 90003 90002 Netflix advertises its products via email and Instagram, among other effective communication channels. 90003 90002 90153 90003 90002 90156 90003 90010 References 90011 90070 90013 The article «What is cross-channel marketing and why do you need it?» on Econsultancy sheds light on the differences between cross-channel marketing and multi-channel marketing and highlights the benefits of the first approach.90014 90013 The article «Four Key Principles Of Cross Channel Marketing» on Forbes considers 4 primary keys that help succeed in cross-channel marketing. 90014 90013 The article «The Ultimate Guide to Cross-Channel Marketing» on HubSpot defines the term, explains why it’s worth implementing and provides tips on how to get started. 90014 90079 90002 Last Updated: 2020-04-27 90003 90002 User Rating: 90024 5 90025/90024 5 90025 (11) 90003.90000 What is cross-channel marketing? | Adobe Glossary 90001 90002 90003 90004 A: 90005 90006 To get started, a marketing team needs to evaluate their technology stack. You often see marketers using decades-old marketing technologies to communicate with their customers. 90007 90002 For example, there could be a team and a piece of technology that helps marketers send communications via mobile to their customers. And then there is another team and piece of technology that’s used to send an email to a customer, and so on.We’re seeing that this is an unsuccessful approach, because the marketing messages are often not on brand or they’re each communicating different things. And on top of that, the data is all siloed. 90007 90002 The first step is for marketing teams to understand what technology they’re using for each channel. And then on top of that, look at all the teams, because there could be a team for email, a team for mobile, a team for direct mail — internal teams often are not talking to each other. 90007 90002 Companies need to evaluate how they think about their customer data.A customer might respond better to a direct mail campaign than an email campaign, but they keep receiving emails. If a company’s technology is siloed, they will not know that the customer prefers direct mail. Marketers need to understand where their customers are in the journey, and not only who they are, but also what channels they’re using. What channel should a marketer use to target a customer segment that will get the highest rate of conversion? 90007 90002 Companies should approach cross-channel marketing as a phased approach.They can start by identifying a few channels they would like to improve or focus on. If they want to improve their email campaigns, for example, they can begin by sending email campaigns based on where the customer is in the journey. And once they have that down, and they want to increase their marketing maturity, then they can start adding in additional channels that make the most sense for their consumer base. 90007 .90000 marketing — це … Що таке cross-marketing? 90001 90002 90003 90004 cross-marketing 90005 — see ↑ cross selling below. • • • Main Entry: ↑ cross cross selling or cross marketing noun The selling of services in addition to the services normally associated with a particular business or organization, eg the selling of insurance by banks, … … Useful english dictionary 90006 90007 90002 90003 90004 Cross-marketing 90005 — Marketingkooperationen bezeichnen die Zusammenarbeit mindestens zweier Organisationen auf der Wertschöpfungsstufe des Marketing mit dem Ziel, durch die Bündelung spezifischer Kompetenzen und / oder Ressourcen Marktpotenziale auszuschöpfen…. … Deutsch Wikipedia 90006 90007 90002 90003 90004 Cross marketing 90005 — Marketingkooperationen bezeichnen die Zusammenarbeit mindestens zweier Organisationen auf der Wertschöpfungsstufe des Marketing mit dem Ziel, durch die Bündelung spezifischer Kompetenzen und / oder Ressourcen Marktpotenziale auszuschöpfen. … … Deutsch Wikipedia 90006 90007 90002 90003 90004 Marketing cooperation 90005 — A marketing co operation or marketing cooperation is a partnership of at least two companies on the value chain level of marketing with the objective to tap the full potential of a market by bundling specific competences or resources.Other terms … Wikipedia 90006 90007 90002 90003 90004 cross 90005 — crossable, adj. crossability, n. / Kraws, kros /, n., V., Adj., Crosser, crossest. n. 1. a structure consisting essentially of an upright and a transverse piece, upon which persons were formerly put to death. 2. any object, figure, or mark … … Universalium 90006 90007 90002 90003 90004 cross 90005 — [[t] krɔs, krɒs [/ t]] n. v. crossed, cross • ing, 1) a figure or object consisting of two lines or pieces intersecting usu.at right angles 2) a wooden structure consisting of an upright and a transverse piece, upon which persons were formerly put to … From formal English to slang 90006 90007 90002 90003 90004 Cross-media marketing 90005 — is a form of cross promotion in which promotional companies commit to surpassing the traditional advertisements and decide to include extra appeals to their offered products .. [1] The material can be communicated by any mass media such as e mails … Wikipedia 90006 90007 90002 90003 90004 Marketing mix modeling 90005 — is a term of art for the use of statistical analysis such as multivariate regressions on sales and marketing time series data to estimate the impact of various marketing tactics on sales and then forecast the impact of future sets of tactics .It … … Wikipedia 90006 90007 90002 90003 90004 Cross-promotion 90005 — is a form of marketing promotion where customers of one product or service are targeted with promotion of a related product. A typical example is cross media marketing of a brand, for example Oprah Winfrey s promotion on her television show of … … Wikipedia 90006 90007 90002 90003 90004 Marketing operations 90005 — Key concepts Adobe • Automation • Benchmarking Best Practices • Budget Cisco Systems • CMO Data Privacy • Data Quality Data Warehouses • Database Marketing Demand Generation Digital Asset Management Enterprise … … Wikipedia 90006 90007 90002 90003 90004 Marketing research 90005 — Marketing Key concepts Product marketing · Pricing … Wikipedia 90006 90007 .90000 Cross-Media Marketing | What is Cross-Media Marketing? 90001 90002 Cross-Media Marketing 90003 90004 Explore the Strategy of Cross-Media Marketing 90005 90006 90004 People are inundated with advertising nearly everywhere they turn. Whether they’re scanning the toothpaste label as they squeeze out a dollop, or wearing a t-shirt with an Old Navy logo on the front, they’re affected by a form of marketing.Marketing professionals are familiar with the «rule of seven» -the idea that it takes a consumer at least seven times to see a product or company advertising before he or she feels compelled to make a decision-and leverage it. 90005 90009 Cross-Media Marketing Guide 90010 90004 In this article … 90005 90004 Related … 90005 90004 That said, people may deliberately ignore certain forms of advertising because, let’s face it, they can be obnoxious.The challenge for marketing professionals, then, is to slide the marketing and advertising into the consumer’s awareness without being irritating, or simply ignored. The goal of cross-media marketing is to put a company’s name and product front-of-mind continually, catching consumers in a variety of mediums. 90016 (See also Integrated Marketing) 90017 90005 90019 What is cross-media marketing? 90020 90004 Cross-media marketing is what the name suggests-it involves using a variety of media forms to integrate your marketing message into peoples ‘consciousness.Using a variety of media puts your company’s message in front of more consumers more often. Rather than marketing a product exclusively on a website, cross-marketers use a combination of mobile apps, paid search engine returns, link ads, television commercials, YouTube videos, content marketing, print brochures, radio and television ads, social media, and trade -show marketing. Many forms of cross-media marketing are so subtle that consumers often do not realize they are being marketed to. 90016 (See also Stealth Marketing) 90017 90005 90004 It would be foolish to spend an entire marketing budget on a website and not market that website through social media channels.In fact, one of the foundational principles of Internet cross-marketing is to spread your name, products, and links in as many places as possible. It’s difficult to determine who’s going to click through to your website from a comment on a blog; but when it happens, it’s yet another opportunity to invite activity. 90005 90004 Likewise, using multiple social media sites is a best practice. Die-hard tweeters may not resonate with LinkedIn, and Facebook fanatics may shy away from expressing themselves in 140 characters on Twitter.However, people with a product or service to sell should not be picky about their social mediums; all customers are welcome. 90005 90019 Who employs cross-media marketing? 90020 90004 Nearly every organization or company uses at least two forms of media to market their products or services 90016 (See also Multichannel Marketing) 90017. For example, moviegoers and television viewers do not often register product placement, which is just one form of cross-media marketing.When a viewer’s watching 90016 American Idol 90017, he or she might not realize that the judges are drinking from prominently placed Coca-Cola cups to advertise Coke. 90005 90009 5 BrainBurst Ideas 90010 90004 Cross-media marketing begins with creative brainstorming. Use these effective strategies to get started: 90005 90041 90042 Ask yourself just before going to sleep, «How can I market my product best?» In the morning, you may have a fresh idea.90043 90042 Ponder ideas while exercising. Moving shifts energy, and ideas come quickly with doses of endorphins. 90043 90042 Play on Pinterest. Looking at other bursts of ingenuity and creativity tend to spark your own. 90043 90042 If blocked, work on another project or take a break. Anxiety and stress are creativity killers. 90043 90042 Consider every idea. If you get an inspiration, keep your mind open. There may be something there. 90043 90052 90004 Likewise, it’s no coincidence that while Disney puts out a new movie, the shelves at Target are being simultaneously stocked with a new line of dolls and toy figures featured in that movie-nor that schools and pediatricians suddenly have a vast supply of free Disney movie stickers to hand out to children.Cross-media marketing from one Disney movie extends to fast-food toys, backpacks, lunch boxes, clothing, shoes, coloring books, free prizes, and even «free swag» for new mothers leaving the hospital. Additionally, online cross-media promotion for a Disney film might include a smart phone app, a gaming website, a Facebook page, an online code to earn points or win a prize from an interactive website, and even advertising in school sponsorships. 90005 90004 Many companies use cross-media promotions and marketing campaigns to grow their business by placing themselves in front of customers ‘consciousness as often as possible.Grocery and other retail stores use Facebook to announce sales and promotions, while also sending retail circulars by mail or email. Retail stores will also often use Facebook to ask customers what they want to see more of in stores, while simultaneously running a huge direct mail campaign and running television commercials featuring celebrity designers 90016 (See also Facebook Marketing) 90017. Many companies give away products through contests on blogs and also buy content marketing in the form of reviews.90005 90004 This strategy works in other arenas as well. Many authors create cross-media promotions by offering calendars, CDs or podcasts of speeches, and giveaways through book tours and blog tours. Likewise, political organizations and candidates, non-profits and charities, and religious organizations also use cross-media marketing to grab the attention of potential donors, voters, and churchgoers. 90005 90019 For what kinds of customers is cross-media marketing effective? 90020 90004 Every person is confronted with cross-media marketing on a daily basis.The more often they see a company message, the more they begin to identify with the company or product. Often repeatedly seeing or hearing about a company mitigates any original skepticism about a new product or company. As an example, people generally disbelieve any diet pill or supplement claim-until it’s featured as effective on Dr. Mehmet Oz’s television show, and offered for sale on his website. In other examples: 90005 90009 10 Popular «As Seen on TV» Products 90010 90041 90042 Ped Egg (pedicure scraper) 90043 90042 Pet Rider (car blanket) 90043 90042 Edge of Glory (knife sharpener) 90043 90042 Slim Away (zippered girdle) 90043 90042 Deep Romance (gem jewelry) 90043 90042 Aluma Wallet (security wallet) 90043 90042 Slice-O-Matic (vegetable slicer) 90043 90042 Lint Lizard (vacuum attachment for dryer) 90043 90042 Sticky Buddy (lint roller) 90043 90042 OrGreenic ( «green») Fry P an 90043 90052 90004 90016 Source: Huffington Post, «As Seen on TV: The Ten Hottest Products Right Now,» April 30, 2012 90017 90005 90041 90042 A working mother might see a car with logos for a housekeeping service, noting the clever name and the claim that it’s a green company.She then might receive a coupon inviting her to try the service for 50 percent off, in a direct mail piece. She might finally decide to call, once she sees a sign on the front lawn of her neighbor’s house. 90043 90042 A child who has seen a Disney movie will ask for a doll or figurine for their birthday, beg to sport a character backpack on the first day of school, and be simply gaga over a fancy princess dress and tiara. Parents tend to give in to frequent pestering-which is another reason why cross-media marketing is so effective.90043 90042 Insomniacs might be persuaded that a new mop really is magical, or that a special knife will never ever dull, because of an «as seen on TV» (look right) infomercial. Then they see content marketing in the form of a blog review and are further persuaded. Once they finally come across the item at a local retail store, they finally purchase the product. 90043 90052 90004 Customer awareness of a product grows every time they’re confronted with a form of advertising about the product.Each time it makes an impression and further solidifies the product as legitimate and well-known. Each impression increases the likelihood of a potential customer becoming an actual customer. 90005 90019 How is a cross-media marketing campaign developed? 90020 90004 Every business needs a comprehensive marketing strategy in place, and that strategy will almost certainly include cross-media marketing.A recent study conducted by Harvard Business School reported that retailers using cross-media marketing are more profitable than those that use only one channel for promotion. 90005 90004 The first step in building a strategy is to form a cohesive, consistent message that can be used across all media outlets. Making different claims, in different tones, across different outlets confuses consumers and causes suspicion 90016 (See also Brand Marketing) 90017.How you want to present yourself as a company is also a consideration. You will not see Toyota promoting their cars on the Shopping Channel; yet, the Snuggie made millions of sales with their goofy low-budget television commercials and Internet sidebar «As Seen on TV» ads. 90005 90009 PopTweet 90010 90004 Can success be measured by Twitter followers? Here are some of the most popular tweeters: 90005 90041 90042 Lady Gaga, 27,000,000+ 90043 90042 Justin Bieber, 25,000,000+ 90043 90042 Katy Perry, 24,000,000+ 90043 90042 Rihanna, 23,000,000+ 90043 90042 Britney Spears, 19,000,000+ 90043 90042 Barack Obama, 18,000,000+ 90043 90052 90004 90016 Source: twittercounter.com 90017 90005 90004 Using a comprehensive array of research tools will help you discover how to target your audience in the most effective ways. The Nielsen Company, for example, makes it its business to know who’s buying what, from where, and how best to keep your customers ‘attention. Nielsen can tell you which television shows 12- to 17-year-olds are watching, or that breaded chicken breasts sell better at Albertsons than Walmart because of product placement and $ 1.00-off in-store coupons. 90005 90004 Additionally, social networking sites and search engines, such as Google, can be fantastic sources of information to discover what people are talking about and where they’re gathering. There are even research tools which help you determine what time your target audience is hanging out on Facebook or Twitter, which in turn allows you to set up social media posts at prime times. You can also glean information from the analytics of your own website, such as which posts are getting the most traffic, which geographic location readers are coming from, which tools and links they are clicking through to, and your general demographic.90005 90004 When creating cross-media campaigns it’s best to designate a desired action. For example, your goal may be to strategize your cross-media campaign so that it drives readers to your website to pay for a print or online subscription. Therefore, to accomplish this you might create mobile applications, email newsletters, Facebook and Twitter accounts, YouTube videos with commentators, and podcasts with editorialists or financial experts; or, you might employ popular bloggers, and attempt to get links from other media sites.All of these marketing outlets can drive customers to the website; however, it’s important to determine in advance what strategies will actually work, rather than «throwing everything at the wall seeing what sticks.» 90005 90004 Depending on the size of your company, each of these steps may either involve one person wearing many hats or a staff of graphic designers, mobile app and tablet developers, website developers, copywriters, marketing managers, research analysts, and social media specialists.In a larger company, each of these players will have their own roles, while working together as a cohesive team to spread a web of marketing. 90016 (See also Careers in Marketing) 90017 90005 90019 What career titles work with cross-media marketing strategies? 90020 90009 Marketing Managers 90010 90004 Marketing Managers may direct cross-media marketing campaigns as part of an overall marketing strategy.They often also oversee a marketing staff. 90005 90004 90150 What do they do? 90151 90005 90041 90042 oversee the overall marketing campaign, creating tone and feel, crafting an effective message 90043 90042 keep up on various new media and identify ways that cross-media marketing might be used effectively in those venues 90043 90042 develop creative strategies to introduce products and services in as many ways as possible, so that it stays in the forefront of people’s minds 90043 90042 negotiate agreements between third-party media sources such as bloggers, publications, media advertising departments, and cross-promotion companies 90043 90052 90004 90150 Education and experience 90151 90005 90009 What type of salary should I expect? 90010 90041 90042 90150 Marketing Manager 90151 90173 Median annual pay: $ 116,010 90173 Top earners: $ 187,199 + 90043 90042 90150 Social Media Specialist 90151 90173 Median annual pay: $ 35,550 90173 Top earners: $ 71,000 + 90043 90042 90150 Graphic Designer 90151 90173 Median annual pay: $ 43,500 90173 Top earners: $ 76,910 + 90043 90052 90004 90016 Source: U.S. Bureau of Labor Statistics; Mashable 90017 90005 90004 The majority of marketing managers have, at minimum, a bachelor’s degree; however, the number of marketing managers with master’s degrees is on the rise. Managers have usually held a variety of marketing positions prior to managing the department. While in school, students cans benefit from the hands-on experience and mentoring an internship can provide. Often an internship can get a future marketer’s foot in the door of that particular company as well.90005 90009 Social Media Specialists 90010 90004 Social Media Specialists strategize and run social media marketing campaigns designed to inform consumers about a product or service and drive them toward a specified action. 90005 90004 90150 What do they do? 90151 90005 90041 90042 keep up on the latest, ever-changing, social media trends by watching consumer attention shifts; and by reading industry blogs, magazines, and other news outlets 90043 90042 strategize and implement social media marketing campaigns, utilizing tools such as TweetDeck, Network Blogs, or HootSuite 90043 90042 respond to consumer feedback on social media sites, as well as monitor analytical data containing trackable and provable results of the social media campaign 90043 90052 90004 90150 Education and experience 90151 90005 90004 Social media specialists generally have a marketing, business, communications, or advertising degree.However, much social media experience is hands-on, and learned through trial and error. Many people use social media in their daily lives and are already familiar with the tools. While an entry-level marketing position, work as a social media specialist can lead to project management and marketing manager positions within a company or agency. 90005 90009 Graphic Designers 90010 90004 Graphic Designers design the elements of a cross-media marketing campaign, maintaining consistency between media to encourage brand recognition.90005 90004 90150 What do they do? 90151 90005 90041 90042 design websites, logos, individualized Facebook and Twitter pages, banner ads, button ads, and other collateral to appeal to customers and deliver a consistently recognizable brand 90043 90042 keep up on the latest design techniques, and adjusting visual design elements accordingly 90043 90042 integrate function and usability into websites, social media accounts, and other forms of advertising using html and CSS code 90043 90042 design brochures, banners, signs and other forms of print collateral consistent with the brand 90043 90052 90004 90150 Education and experience 90151 90005 90004 Graphic designers usually have bachelor’s degrees in art and / or software development, although some may start with associate’s degrees from an art school.Designers will develop a portfolio with which to display their abilities; this can be built through internships as well as through their own personal projects. 90005 90019 How can a marketing school help you in this field? 90020 90004 Communication is an integral part of cross-media marketing and promotional efforts, as it involves addressing a message to different audiences across a multitude of media outlets-from social media to television, websites, and strategic product placement.Marketing coursework focuses on teaching students to communicate in a way that elicits a desired response: buy, read, click, vote, join. 90005 90004 Marketing programs also instruct students how to acquire and interpret data. Marketers must know where they are most effective and most ineffective. They need to be able to look at analytic results and calculate conversion rates to interpret what adjustments must be made to improve results. A marketing school will give students ample opportunity to learn and employ various methods of data acquisition and interpretation.90005 90004 Investigate several marketing programs before committing to one. Marketing programs also have specializations within the department, so sure to sign up for courses in several specializations prior to picking your particular specialization-you never know which set of skills will spark something in you. 90005 .