crossmedia
Definisjon
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Synonymer3
Antonymer2
Eksempler på bruk1
The advertising campaign was crossmedia, combining TV, social media, and print ads; Crossmedia storytelling allows audiences to engage with a narrative across books, films, and games; Many companies now adopt crossmedia strategies to maximize their reach.
Etymologi og opprinnelse
Derived from the prefix 'cross-' meaning 'across' or 'between' and 'media', the plural of 'medium', referring to channels of communication. The term emerged in the late 20th century with the rise of digital communication technologies enabling content distribution across various media formats.
Relasjonsmatrise
Utforsk forbindelser og sammenhenger
Ad monitoring software
Ad monitoring software enables marketers to track, analyze, and optimize advertising performance across multiple channels and platforms in real time. In a crossmedia marketing strategy, where campaigns are executed simultaneously or sequentially across diverse media formats (e.g., TV, digital, social, print), ad monitoring software provides the critical capability to measure the effectiveness and reach of each channel individually and in aggregate. This granular insight allows marketers to identify which media combinations drive the best engagement, conversions, or brand lift, enabling dynamic budget reallocation and creative adjustments to maximize overall campaign impact. Furthermore, by integrating data from various media sources, ad monitoring software supports attribution modeling specific to crossmedia efforts, revealing how different touchpoints interact and contribute to customer journeys. Without such monitoring, crossmedia strategies risk inefficiencies due to lack of visibility into channel performance and synergy, making ad monitoring software a foundational tool for executing, optimizing, and proving the value of crossmedia marketing initiatives.
"ABC-Analyse (Strategic Method of Inventory Management)"
ABC-Analyse is a strategic method used for inventory management, while crossmedia refers to the use of multiple media channels; thus, they are generally unrelated concepts.
a/b-test
is a tool used for optimizing crossmedia campaigns
Ad copy
Ad copy serves as the core messaging element that communicates the brand’s value proposition, call-to-action, and emotional appeal across various media channels. In a crossmedia strategy, which orchestrates marketing efforts across multiple platforms (e.g., TV, social media, print, digital ads, email), ad copy must be adapted and optimized for each channel’s unique format, audience behavior, and engagement style while maintaining consistent brand voice and message coherence. This ensures that the campaign delivers a unified narrative that reinforces brand recognition and drives conversions regardless of where the consumer encounters the message. Practically, effective crossmedia campaigns require iterative tailoring of ad copy to leverage the strengths of each medium—such as concise, impactful headlines for social media, more detailed storytelling for email, or emotionally resonant scripts for video ads—thereby maximizing overall campaign effectiveness. Without strategically crafted ad copy that aligns with the crossmedia distribution plan, the campaign risks fragmentation, diluted messaging, and reduced ROI. Conversely, crossmedia planning informs the development of ad copy by defining channel-specific constraints and opportunities, making their relationship cyclical and essential for integrated marketing success.
Ad creative
Ad creative refers to the specific visual, textual, and conceptual elements designed to capture audience attention and communicate a marketing message effectively. Crossmedia involves distributing and coordinating marketing content across multiple media channels (e.g., TV, social media, print, digital display) to create a cohesive brand experience. The relationship between ad creative and crossmedia is pivotal because effective crossmedia campaigns require ad creatives that are adaptable and optimized for different formats and audience behaviors across channels. For example, an ad creative developed for social media must be concise and visually engaging, while the same campaign’s creative for TV might emphasize storytelling and emotional appeal. By designing ad creatives with crossmedia deployment in mind, marketers ensure message consistency while tailoring content to channel-specific user expectations, thereby maximizing engagement and conversion rates. This integration also enables efficient resource allocation, as creative assets can be repurposed and modified rather than created from scratch for each channel, accelerating campaign rollout and maintaining brand coherence.
Ad creative testing
Ad creative testing and crossmedia strategies are intricately linked through the iterative optimization of messaging and visual elements tailored for multiple media channels. Specifically, ad creative testing involves systematically experimenting with variations of ad components—such as headlines, images, calls-to-action, and formats—to identify which versions perform best in driving engagement or conversions. When applied within a crossmedia context, these insights enable marketers to adapt and optimize creatives for each distinct channel (e.g., social media, TV, display, print) while maintaining consistent brand messaging. This process is critical because different media have unique audience behaviors, technical constraints, and engagement patterns, so a creative that performs well on one channel may underperform on another. By integrating ad creative testing into crossmedia campaigns, businesses can allocate budgets more efficiently, tailor content to channel-specific user experiences, and ultimately enhance overall campaign effectiveness. The WHY is that crossmedia campaigns rely on delivering the right creative in the right format and context to maximize impact, and the HOW is through iterative testing that reveals which creative elements resonate best per channel, informing channel-specific adaptations and media mix decisions.
Account based marketing (ABM)
Account Based Marketing (ABM) focuses on targeting and engaging specific high-value accounts with highly personalized campaigns. Crossmedia strategies enable ABM practitioners to deliver these tailored messages consistently across multiple channels—such as email, social media, direct mail, digital ads, and events—creating a cohesive and immersive experience for the target accounts. The WHY is that ABM’s effectiveness depends on coordinated, multi-touchpoint engagement to build relationships and influence decision-makers within target accounts. The HOW is that crossmedia orchestration allows marketers to sequence and synchronize content delivery across channels, reinforcing messaging and increasing the likelihood of engagement. For example, an ABM campaign might use LinkedIn ads to raise awareness, personalized emails to nurture leads, direct mail to add a tangible touchpoint, and retargeting ads to maintain visibility, all aligned by a unified narrative and timing. This integrated approach leverages crossmedia to amplify ABM’s precision targeting and relationship-building goals, making crossmedia execution a critical enabler of ABM success in digital strategy.
Account executive
An Account Executive (AE) in marketing and business acts as the primary liaison between clients and the agency or company, responsible for managing client relationships, understanding their business goals, and coordinating internal teams to deliver campaigns. In the context of crossmedia strategies—where marketing campaigns span multiple media channels such as TV, digital, print, social media, and out-of-home—the AE plays a critical role in orchestrating these complex, multi-channel efforts. Specifically, the AE ensures that messaging and creative executions are consistent and aligned across all media platforms, negotiates client expectations regarding integrated campaign deliverables, and coordinates timelines and budgets across diverse media teams. This requires the AE to have a strong understanding of crossmedia dynamics to effectively communicate the strategic rationale behind channel selection and integration, troubleshoot challenges arising from multi-platform coordination, and report performance insights back to clients. Without the AE’s active management and crossmedia fluency, campaigns risk fragmentation, inconsistent messaging, or inefficient resource allocation. Therefore, the AE is essential in translating crossmedia strategies into actionable, client-aligned campaigns that leverage the strengths of each channel to maximize overall impact.
ad exchange
An ad exchange is a digital marketplace that facilitates the real-time buying and selling of advertising inventory across multiple publishers and platforms, enabling highly targeted and programmatic ad placements. Crossmedia marketing involves orchestrating campaigns across multiple media channels—such as TV, digital, print, social, and mobile—to create a unified brand message and maximize audience reach. The practical connection lies in how ad exchanges empower crossmedia strategies by providing granular audience data and programmatic buying capabilities that allow marketers to dynamically allocate budgets and optimize ad delivery across digital channels in real time. This integration enables marketers to synchronize digital ad placements purchased via ad exchanges with other media channels, ensuring consistent messaging and frequency control across the entire media mix. Furthermore, insights gained from ad exchange data (like audience behavior and engagement metrics) inform crossmedia planning decisions, improving targeting precision and campaign effectiveness. Thus, ad exchanges act as a critical enabler for the digital leg of crossmedia campaigns, allowing seamless execution and measurement of multi-channel marketing efforts in a data-driven manner.
a/b-testing
Crossmedia marketing involves delivering a coordinated message across multiple channels and platforms, such as social media, email, websites, and offline media, to create a unified brand experience. A/B testing plays a crucial role within crossmedia strategies by enabling marketers to experiment with different versions of content, messaging, or creative elements tailored to each channel. Specifically, A/B testing allows marketers to identify which variations perform best on individual platforms or in specific audience segments, thereby optimizing the allocation of resources and messaging strategies across media. For example, a marketer might test two different headlines on social media ads versus email campaigns to see which resonates better in each context, then use those insights to refine the overall crossmedia campaign. This iterative testing and learning process ensures that the crossmedia approach is data-driven and responsive to audience preferences, increasing engagement and conversion rates across the entire media mix. Without A/B testing, crossmedia campaigns risk relying on assumptions rather than evidence, potentially diluting impact across channels.
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