Crossmedia Marketing Campaigns: Clever Integration of Offline and Online Marketing Channels

Every person receives a large amount of advertising contacts in the course of a day. Advertisements are on the breakfast radio, we read a slogan on the coffee-to-go mug, there are posters on the street, advertising banners flicker everywhere on the Internet and in the evening there is a block of advertising on television before the news.

This article shows the advertising possibilities within this daily “customer journey  (journey of the customer) and encourages cross-media marketing campaigns!
“In the morning half past nine in New York“: What do people think about at this time? Think of your laundry, of the diet, of or your own IQ. Regardless of which topics they are concerned with – the main thing is that they are ” square. Practical. Good. “

You have recognized it: This blog post is about good advertising – and about getting it to consumers using the right media. In the age of the new media, the dovetailing of classic offline and modern online media is an increasingly important guarantee of success for marketing campaigns.

High-reach advertising on television

The best advertising is still known from television. Hardly any other medium manages to attract attention, arouse emotions and anchor itself in the minds of the audience.

Good commercials have a recognition effect even after decades, as Clementine and Meister Proper prove. No wonder TV advertising is and will remain indispensable for many large companies.

New forms of television marketing also contribute to continued success – a good example: The Lion’s Den. Anyone who makes it into this program with their product will experience a surge in attention that is unimaginable for a startup. Servers collapse, warehouses are sold out and replenishment production comes under pressure.

Radio and print media advertising

Radio and a large number of print media are also still important advertising media. They are mainly used as information media. In particular, the radio is very present in many people’s everyday lives, they hear it in the morning when they get up and in the car while driving to work. Saturday mornings are also considered prime time on the radio, as many people are out and about in their cars for weekly shopping.

Classic print media score with their image built up over many years as a credible source of information and well-functioning advertising medium. Here there is the possibility of placing advertising at different times and also target-group-specific (magazines) and locally (district newspapers).

Posters and digital outdoor advertising

Large-scale outdoor advertising can be carried out with posters. Wherever people move through the city, you can reach them with large-format advertising on the roadside and at important traffic junctions.

Outdoor advertising has achieved a new form of effectiveness through digital posters or large screens. They offer the opportunity to act in a multimedia and short-term manner.

When Zalando launched many years ago to conquer the German online fashion market, it was precisely these three things that were promoted for the first brand drive : television , radio and street posters.

Mobile media in “Out of Home” advertising


A modern and attention-grabbing form of advertising is mobile outdoor advertising. Here, mobile media such as Automobiles, Velotaxis or advertising bikes with advertising stocked. Giant digital posters on house walls and so-called moving boards are also part of the portfolio of ambient media marketing agencies.

These advertising spaces are highly flexible – a targeted placement leads to enormous target group accuracy with a sharp regional or local effect. And that’s exactly what more and more advertisers are keen on – wastage should be kept as low as possible !

Online Marketing – Advertising on the Internet

Online media offer numerous ways to get a marketing campaign known and viral. Companies can present themselves in multimedia form using text, images, audio and video and interact with users.

The Internet offers various advertising channels – in addition to classic banner advertising, automatic display advertising and YouTube commercials, Google AdWords offers the option of booking targeted text ads for specific search terms. With the help of search engine optimization, long-term goals can be achieved in the search results pages of search engines. And social media networks such as Facebook , Instagram and Twitter offer not only traditional fan support but also well-functioning advertising managers.

The big advantage of online advertising: flexible planning and quick implementation. It is also possible to act here with very limited budgets. The latter rarely succeeds with offline media.

More about the topic of online marketing:

Five Online Marketing Tips for Event Websites from Our Agency Practice

Write Good Online Texts – for Optimal SEO and Search Engine Users

Cross-media marketing across borders

Nowadays, everyone is on the move in a cross-media manner. You turn on the radio in the morning, study the poster at the train station on the way to work, read the newspaper in the subway, turn on the computer in the office, and check the news on the smartphone on the way hom.

The art of cross media marketing is to combine the promotional activities in the online and offline media that potential customers come into contact with .

Marketing mix – information on all channels


A successful marketing campaign consists of a portfolio of different advertising options. The customer is informed about the product or service through various marketing channels .

The more often and more precisely a product is noticed, the higher the recognition effect, product interest and brand awareness. Incidentally, this does not stop at the “classic product”. For example, parties also use cross-media campaigns to convey their political content.

The website – the online marketing center

A ” customer journey ” – from the first attention to the purchase – can lead through various offline and online channels. The customer should collect specific information on the company’s website. It is therefore the center for all cross-media marketing activities.

Interested customers from the various channels are bundled on the website – all necessary information is provided and customers are prompted to take specific activities .

Customers who (cannot) decide immediately will be referred to the newsletter subscription and sorted into retargeting groups. This makes it possible to contact them again later through email marketing and AdWords remarketing – the best prerequisites for these customers to make a subsequent purchase decision.

The search engines as an interface

Every offline marketing campaign has an impact on the number of visitors and visitor behavior on the company’s own website. TV advertising has been shown to influence the traffic to the homepage of the website or specially set up landing pages for specific products and services.

Don’t just think of searches relating to your brand name or the product being advertised. Customers also like to google it

  • the music from the commercial,
  • according to the actors in the spot,
  • the video of the commercial on YouTube or
  • the landscape in which the entire advertising campaign was shot.


For all of this, you should have content available on your website. Without this content, all these interested parties will pass you by – either find the information on other websites or at some point give up the search in frustration.

Search engine optimization: Targeted SEO for campaign content

Get search engine users for those keywords and search queries that can be expected in the course of the marketing campaign.

Before starting the campaign, research such search terms and create content on your website that is a good answer to these search queries.

Be sure to ask an expert who is familiar with search engine optimization to help you prepare this content for search engines . 

Google AdWords campaigns: SEA strategy related to the marketing campaign

While SEO measures concentrate on organic search, SEA marketing deals with paid text ads in search engines and the occupancy of advertising space on thematic and user-relevant websites.

Especially when it comes to occupying advertising space on the web, you can draw on an almost limitless portfolio – from the popular Internet blogs and forums with a specific focus.

The ad managers of the major social networks Facebook, Instagram and Twitter also offer astonishingly precise advertising options. In terms of geography, demography and interests, precisely those can be picked from millions of users who are likely to be particularly “susceptible” to the product to be advertised!

What happens to the traffic on the website?

The right landing page is of crucial importance for the success of a marketing campaign. Here the user gets all the important information he is looking for. A landing page consists of:

  • hero shot (an eye-catching image with an advertising slogan),
  • Well-structured product information that is focused on the essentials,
  • Trust elements , such as seals or testimonials (e.g. customer testimonials),
  • an explanatory video with further arguments for purchasing a product and a
  • Call-to-action , an invitation to buy or to contact you.


The call to action is of great importance. After all, we want to get the user to buy our product, request a service or “just” subscribe to our newsletter.

We also provide you with numerous tips for optimizing website conversions in our blog.

The success control of the marketing campaign

The great advantage of all online activities described here is the exact measurability of website traffic and user behavior.

This makes it easier to control marketing campaigns – and also to readjust them if the “first shot” does not hit immediately.

A special advantage: Success (the conversion of traffic into conversions) can also be tracked. If you dovetail your offline and online channels, you use all these advantages for your marketing channels, which are difficult to measure – for example poster campaigns or print advertising.

For this a strong web analysis software should be connected to the website. Google Analytics can do this job perfectly. But for this it is necessary to set up Google Analytics correctly. After all, it must be possible to sufficiently trust the numbers from web analysis. Budget decisions will later be made on this basis.

Conclusion: “Get out of the silo!” … Stop one-dimensional channel thinking

People use different media every day. Companies should adapt their marketing campaigns to this cross-media use. Television, radio, print and internet – each medium has its own clientele that overlaps with other channels and follows specific rules.

With a carefully selected portfolio of these advertising options, the customer is addressed via various marketing channels. As the recognition effect increases, the interest in the product increases.

The company’s website is at the center of all marketing campaigns. Here interested customers are informed about the product and asked to take direct action. SEO and SEA measures with connection to suitable landing pages support the marketing campaign.

A good cross-media marketing concept and the close interlinking of offline and online marketing measures turn a modern marketing campaign into a high-selling success for your company !

Leave a Reply