The Art and Science of Cross-Platform Marketing


Vice President, Strategic Sales Development , Business Development

As computers, tablets and smartphones proliferate among consumers, marketers are rushing to create new and innovative strategies to take advantage of these new, cutting edge technologies.

Does that mean old “traditional” media is being left in the dust?

Of course not! Matthew Kates recently took to the pages of Econsultancy to argue that digital and traditional media are anything but competitors. He says:

There shouldn’t be a debate between ‘traditional marketing’ and ‘digital marketing’ — this is a false choice. Instead, the conversation needs to shift to focus on how the two channels work together, as well as how marketers can leverage the best both channels have to offer.

A good way to think about traditional marketing is that it presents a highly effective way to reach a broad consumer audience. On the other hand, digital marketing can be used to create a relationship with the consumer that has depth and relevancy. Marketers should use the wider reach traditional marketing channels present to generate broad awareness and drive consumers to the digital experience.

And the numbers support Kates’ story. A recent study found that almost half of TV viewers simultaneously use a tablet device. That means any marketing strategy will need to grab a consumer’s attention on multiple platforms to be truly effective.

Kates points out that the art of cross-platform marketing lies in the ability to exploit the different engagement habits each medium brings. The current line of thought that traditional media is “passive” and digital is “active” is being blurred by new advertising that intersects both kinds of engagement.

Digital calls-to-action, like those described above, and becoming a “must have” in any radio or television campaign. But active engagement can’t be a marketer’s only metric. Far too much emphasis is placed on the so-called “final click” of consumer engagement. But what created that consumer desire in the first place?

The beauty of passive advertising is just that, it’s tailored to a consumer who isn’t interested in doing anything else. Cross-platform marketing offers the benefit of simultaneously appealing to consumers who can’t be bothered and users who are eager to engage with digital platforms.

Cross-platform messaging has already taken over. Commercials and posters are rife with Twitter hashtags, television shows are asking users to chat or tweet along with other viewers, and apps like Shazam connects sonic branding on TV and radio to a digital platform.

But we’re only at the tip of the iceberg. There are millions of opportunities for groundbreaking cross-platform campaigns waiting to happen. Being a good marketer meana providing a compelling, unique and shareable experience for the consumer across a variety of platforms.