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Cross-media marketing refers to the comprehensive range of traditional and digital media options that can be used in a marketing communications program to deliver a targeted, measurable message. Cross-media marketing works best when communications tools such as print, Web, mobile, mail, radio, TV, and social media are integrated in a strategic way, allowing businesses to reinforce the message at several touchpoints. (Note that cross media marketing can also include all the graphics used in P-O-P, out-of-home advertising, trade shows, and events.)  

To help direct marketers, technology vendors, and service providers achieve success with cross-media marketing, InfoTrends is launching a new study entitled, Capturing the Cross-Media Direct Marketing Opportunity.

The study will:

•  Analyze the cross-media direct-marketing value chain;
• Profile direct marketers’ strategies, priorities, and “killer campaigns” in key vertical industries;
• Assess critical requirements to effectively integrate print, Web, mobile, and social media;
• Highlight leading applications, business models, and enabling technologies;
• Measure the market size and forecasts for cross-media technology, tools, and services.

According to InfoTrends, cross-media is revitalizing the market by taking into account some of the changes that are occurring in the marketing-communications business. For example:

•  Consumers are “always on” and in control—they enjoy more connectivity and interaction than ever before;
• The media environment has become more complex than any marketer could ever have imagined ten years ago;
• There is intense pressure for marketing executives and their service providers to show a return on investment.

InfoTrends suggests that marketers, solutions vendors, and service providers “must realign marketing campaigns to support the real-time dialogue that B2C and B2B customers require.”

For more information about the study, contact Keith LaVangie at 781-616-2100, ext. 132 or keith_lavangie@infotrends.com