Understand what crossmedia strategies are and how to apply them in your business – WAU
Do you want to know how you can diversify your content strategy and reach a larger audience? Know what the crossmedia strategy is and learn how to put it into practice!
Companies and consumers are increasingly having their behavior changed due to the era of convergence. Computer, television and cell phone, no matter how different they are, are becoming a single device, which includes the main characteristics of these mechanisms.
Today, it is possible, for example, to watch a series on the cell phone itself through a streaming application or even watch TV. In addition, it is increasingly common for people to perform two actions at the same time, such as touching the cell phone while watching a television program.
Because of this, new trends are emerging to attract people’s attention, since the digital medium is today a diverse space full of possibilities and information.
But what is crossmedia’s relationship with all of this? Read on and understand what this strategy is, what benefits it can bring to your business and how to apply it.
What is crossmedia?
Crossmedia is a process that distributes the same narrative among different media segments, respecting their intrinsic characteristics – can involve music, text, video, apps, etc.
That is, if you want to talk about sales techniques for your target audience, you can do this either through your blog or with a video on the YouTube channel.
However, as much as the content presented is the same, the language adopted on these two platforms must be different.
The term has been used in the marketing universe since 1990, when referring to campaigns or productions that used different broadcast media, such as a football game, which could be reproduced on TV and radio.
The content and message are the same, however, the adopted language is different, respecting the characteristics of each media.
Also known as 360 marketing, the narrative adopted in a crossmedia strategy takes the consumer from one point to another.
This can happen when the person changes media (that is, starts to consume the content that was in a book through video, for example) or also between channels (when someone is consulting certain information on the tablet and viewing the same content on text and video).
What is the difference between crossmedia and transmedia marketing?
While crossmedia makes use of different types of media to reproduce the same narrative, transmedia uses different platforms or media to tell other points of view of the same content, usually with a focus on different audiences.
Transmedia goes beyond the original narrative and needs that each strategy adopted in these different media is self-sufficient for autonomous consumption.
Widely used in the middle of entertainment, from the transmedia it is possible, for example, to complete “holes” in a narrative, to present other perspectives, to develop secondary characters, among other possibilities.
In order to better understand how it works, consider the Harry Potter saga. The book and film versions cannot be considered as transmedia or crossmedia, but as an adaptation.
However, from the moment that a website is created with new content, but that concerns the original universe, this is considered as a transmedia.
What are the benefits of adopting this strategy?
Faced with so many alternatives, with different ways of portraying the same content, the consumer can select through which media he wants to find out. This reinforces the relevance of diversifying its marketing actions in different channels.
The also crossmedia directly contributes to improving the brand awareness, that is, the way your audience sees the business.
Another benefit is make sure your product or service doesn’t leave the consumer’s head, as it will be present in different media that it can access.
How to put crossmedia into practice?
Here at WAU, the same content about digital transformation, for example, can be published on our blog, on the YouTube channel and even on Instagram.
But for the crossmedia strategy to work it is not enough to post the same subject in different media. Remember that it is necessary to encourage the public to consume and interact with these narratives in different media, in a complementary way.
Therefore, it is necessary to:
- define an objective to be achieved with the strategy;
- plan how it will be adopted – and through which platforms and media;
- take into account your target audience and persona, in order to invest in the media segments that make sense and be successful with the initiative;
- ensure the engagement of your consumer, so that he continues to relate to each of the content throughout the experience.
Crossmedia strategy success stories
Here are some examples of crossmedia campaigns that were successful and get inspired!
Batman: The Dark Knight
During the release of the film Batman: The Dark Knight, many forms of advertising were adopted around the world.
Among the channels for promoting the film was an official website, which offered an invitation to a game in certain cities. With that, a group of fans of the film gathered in a place and received information that led to movie theaters, which showed the trailer of the film for the first time.
In 2013 OLX invested in crossmedia as a way to get closer to the public. To this end, it created 30-second videos, which were released in the form of television commercials, and others of longer duration, made available on the internet and on the YouTube channel, launched specifically for the campaign.
The 2013 Dove campaign (Retratos Real Beleza) was also aired on both television channels and the internet. However, in digital media it was released in an extended version and in conjunction with an official website of the action.
So, if your intention is to combine content production in blog, video, application and even at the point of sale as a crossmedia campaign, do it in an organized manner and be able to capture the attention of your consumer.
Did you see how crossmedia can be an interesting alternative to be adopted in your business?
Did you like the topic and want to stay on top of other ways to increase your marketing results? Check out our Digital Marketing first steps kit and get all your doubts on the subject!