Cross-media marketing

The importance of cross-media campaigns for successful brand communication

Cross-media campaigns are essential for effective brand communication today as they combine different media channels to deliver a consistent and effective message. Below you will find the key aspects that illustrate the importance of such campaigns:

• Increased reach & visibility By combining print and online media, you can reach different target groups. While print is particularly effective with older or locally rooted customers, digital channels enable enormous reach and precise targeting.

• Increased brand awareness & recognition Consistent communication across multiple channels helps to anchor your brand message in the long term. By making customers aware of a campaign both online and offline, it remains in their memory for longer and promotes trust.

• Synergy effects through networking Print media creates initial attention and directs users to digital offers - for example, through QR codes or call-to-actions that encourage online interaction. Digital content, in turn, can complement and enhance print campaigns, for example through interactive elements or additional information.

• Effective measurability & optimisation While print campaigns are often difficult to track, digital media enable detailed measurement of success using analytics tools. The combination of both channels makes it possible to adapt strategies in a targeted manner and continuously optimise campaign performance.

• Greater credibility & trust Many people perceive print media as more trustworthy and of higher quality compared to digital advertising. Cross-media campaigns enable companies to combine this credibility with the advantages of digital flexibility and personalisation.

Targeted dovetailing of print and digital media creates holistic brand communication that sustainably increases both reach and customer loyalty.

Effectiveness of the combination of print and online media

The combination of print and online media creates holistic and effective brand communication by optimally utilising the respective strengths. While printed content offers a high level of credibility and long-term presence, digital media enables direct interaction and an increase in reach. By combining both formats, you can appeal to different user habits and reach a wider audience - some prefer print, others digital content. Print media also ensures lasting visibility, while digital channels enable direct interaction, content sharing and targeted analysis of user behaviour. Together, they create stronger points of contact with the target group and promote sustainable brand awareness.

The optimal combination of print and online media for maximum advertising impact

The combination of print and online media significantly increases the advertising impact, as both channels have different strengths and complement each other perfectly. Print can refer specifically to digital content through cross-promotion, for example with QR codes or special landing pages. At the same time, interactive online elements such as videos, surveys or social media campaigns increase user loyalty. Print generates attention, while digital channels lead directly to conversion through precise call-to-actions.

Another advantage is the measurability and success control: while printed advertising is difficult to analyse, digital tools enable precise tracking of user behaviour through QR codes and personalised URLs. In addition, print conveys a high level of credibility and trustworthiness, as printed content is often perceived as being of higher quality and more reputable. The combination of both media leads to a more sustainable brand perception and increases the engagement of the target group, as customers are more likely to remember a brand if they experience it both in print and digitally.

Basics of cross-media campaigns

Effective brand communication through cross-media campaigns

A cross-media campaign combines different communication channels - including print, online, social media and events - to deliver a consistent and effective brand message. The aim is to maximise reach, address different target groups on multiple levels and encourage greater interaction. The intelligent dovetailing of print and digital media increases the advertising impact, enables precise measurement of success and promotes a sustainable brand presence. This allows advertising messages to be placed in a targeted manner and optimally customised to individual user habits.

Classic vs. modern campaigns - a comparison of communication strategies

The main difference between classic and modern campaigns lies in the way the target group is addressed and the channels used. While classic campaigns rely on traditional media such as print, TV, radio and outdoor advertising, they are usually one-directional - the company communicates its message, but with limited interaction. Although the reach can be high, measurability is often limited.

Modern campaigns, on the other hand, utilise digital channels such as social media, websites, email marketing and influencer collaborations. They promote interactive communication by allowing customers to react directly, comment and share content. Modern campaigns also offer precise tracking, targeting and personalisation options that enable targeted optimisation.

Overall, modern campaigns are characterised by flexibility and a targeted approach, while traditional campaigns enable broad but less precise distribution. A cross-media campaign combines both approaches and unites the advantages of traditional and digital communication to maximise advertising impact.

The strengths of print media in cross-media campaigns

Even in the digital age, print media offers valuable advantages that make it an indispensable component of a successful cross-media campaign. Their credibility, haptic perception and targeted appeal to local target groups are particularly noteworthy.

• Credibility & trust Printed content is often more trusted than digital advertising as it is perceived as reputable and consistent. Print media is less susceptible to short-term trends and therefore conveys a reliable message.

• Haptics & physical presence The physical experience of a print product can significantly increase the perception and engagement of the target group. Books, magazines or flyers offer a tactile quality that digital content cannot replace, creating a stronger emotional connection.

• Targeting local audiences Print media is ideal for reaching people in a specific region or city. Adverts in local newspapers, flyers or posters draw attention to the advertised brand or campaign in a targeted manner and without digital distraction.

• Longer lifespan & memory effect While digital content often disappears quickly, print products remain tangible and present - a magazine on a table or a brochure that is leafed through several times remains in the memory for a long time.

• Less distraction & deeper information absorption Online advertising is often associated with many distractions, such as pop-ups or fast scrolling movements. Print media, on the other hand, enables a focussed reading experience, which means people engage more intensively with the content.

• High-quality brand perception Exclusive or creatively designed print products convey a high-quality impression. Well-produced magazines or brochures can strengthen the image of a brand and radiate a special value.

By strategically combining print and digital media, these advantages can be optimally utilised to create an effective and balanced communication strategy.

Typical print formats and their possible uses in marketing campaigns

Print media exist in various formats, each of which offers specific advantages and can be used specifically for marketing and advertising purposes. The most common print formats include

Magazines

Magazines are high-quality, often themed publications such as fashion, business or trade magazines. They are characterised by their longevity and credibility, as they remain in circulation for a long time and are read several times. They are also ideal for detailed articles, product presentations or branding.

Flyers & brochures

Flyers and brochures are compact and cost-effective advertising materials that can be distributed quickly. They are ideal for events, product promotions or local advertising and offer a wide range of design options - from folding flyers to multi-page brochures.

Newspaper adverts

Newspaper adverts reach a wide audience, especially at a local or regional level. They can be designed either as classic text adverts or eye-catching picture adverts and benefit from the high credibility of established print media.

Billboards & posters

These large-scale advertising media are ideal for public spaces or events as they offer high visibility. With strong visual elements and short, concise messages, they quickly attract attention.

Catalogues & brochures

Catalogues and brochures offer a detailed product overview that can be specifically tailored to customers. They are particularly popular in sectors such as fashion, furniture or technology and can be combined well with digital media - for example, using QR codes or postcards & direct mailings This form of advertising offers a personalised customer approach and is particularly suitable for invitations, discount campaigns or targeted customer loyalty. Print mailings can be customised and often have a high response rate.

Each of these formats has its own strengths and can be used effectively depending on the objectives of a campaign. A strategic combination with digital media creates a holistic and effective marketing communication.

Successful dovetailing of print and online media

The strategic combination of print and online media is crucial for an effective cross-media campaign. The combination of both channels creates synergies that sustainably strengthen reach, interaction and brand perception.

✔ Use QR codes & personalised URLs Printed content can be provided with QR codes or short URLs to direct readers to specific websites, videos or social media campaigns. This creates a direct interaction between print and digital.

✔ Integrate social media & digital extensions Print media can be optimally supplemented with digital formats:

• Exclusive online videos or podcasts that expand on the print topic

• Social media campaigns that combine print adverts with interactive elements

• Hashtags or challenges to encourage online participation

Use print as an entry medium for digital campaigns Print products can arouse curiosity and encourage customers to interact digitally:

• Competitions or surveys that are continued online

• Voucher codes or discounts that are redeemed online

• Links to blogs or newsletters to strengthen long-term customer loyalty

✔ Print for trust - online for flexibility While print media conveys credibility and reliability, digital channels enable quick updates and real-time interaction. The combination ensures an informed and engaged target group.

✔ Measurability & optimisation through digital analysis Tracking links, QR codes or individual landing pages can be used to precisely measure the success of a print campaign. This data helps to optimise content in a targeted manner and increase conversion rates.

A well thought-out combination of print and digital media ensures maximum advertising impact, stronger customer loyalty and measurable success.

Digital channels as an effective complement to print media

Digital channels are an essential component of modern cross-media campaigns as they enable interaction, reach and measurability. Combining them with print media creates holistic and effective brand communication.

Social media - interactive & viral reach Platforms such as Instagram, Facebook, LinkedIn, TikTok and Twitter are powerful tools for increasing reach and engagement. They enable direct customer interaction through comments, likes and shares, encourage viral spread and offer precise targeting options for adverts.

• Example: A print advert can be provided with a QR code that links directly to a social media campaign with exclusive content or competitions.

Websites - the digital information centre A website often forms the heart of a campaign as it provides comprehensive information and serves as a conversion platform. Landing pages for specific campaigns, blog articles to supplement print content and interactive elements such as videos, surveys or product configurators are particularly important.

✔ Tip: Print adverts can refer specifically to special landing pages that have been created exclusively for a campaign.

Email marketing - direct & personalised Email marketing is a particularly effective method of communicating with customers in a targeted manner and sending personalised content. The advantages are higher conversion rates thanks to a targeted approach, direct call-to-actions and detailed measurement of success through open and click rates.

• Example: A printed flyer with a QR code could lead to newsletter registration to receive exclusive content or discount promotions.

The intelligent combination of digital channels with print media ensures maximum reach, stronger customer loyalty and precise success monitoring. Advertising messages can be placed sustainably and effectively through a well thought-out integration of both formats.

The advantages of digital reach and measurability in marketing campaigns

Digital channels offer decisive advantages that print media alone cannot achieve. Thanks to their wide reach, targeted approach and precise monitoring of success, they enable efficient and flexible brand communication.

• Greater and more targeted reach Digital advertising can be targeted precisely to the desired target group. Geographic, demographic and interest-based targeting options enable precise placement of content. In addition, digital campaigns can be distributed globally without printing or postage costs, while social media ensures viral distribution through sharing and recommendation.

• Real-time interaction & customisation Digital campaigns are dynamic and can respond flexibly to customer reactions or market trends. Social media advertising can be optimised immediately, advertising budgets can be adjusted and interactive elements such as surveys or competitions significantly increase user loyalty.

• Precise success monitoring & data analysis A major advantage of digital channels is their measurability. Tracking, conversions and user behaviour analysis via website analytics give you detailed insights into the performance of your campaign. A/B testing makes it possible to compare different advertising variants and choose the most effective strategy. Retargeting also ensures that users who have already shown interest are addressed again.

• Cost savings & flexibility Digital advertising is often more cost-efficient than print, as there are no production costs for physical materials. Ads can be started, stopped or adjusted at short notice, allowing companies to optimise their advertising budget. In addition, campaigns can be managed efficiently using automated processes, for example in the area of email marketing or programmatic advertising.

A clever combination of print and digital media allows companies to utilise the credibility and feel of print, while digital channels enable greater reach, flexible customisation and precise monitoring of success.

Successful synergies between print and online marketing

The optimal dovetailing of print and online media creates effective synergies that companies can use to maximise reach, interaction and brand loyalty. One tried-and-tested method is the integration of QR codes in print media, which lead readers directly to digital content such as interactive presentations or videos. Print adverts are also specifically linked to social media campaigns to encourage customers to take part in competitions or discover exclusive content.

Another successful approach is the use of personalised print mailings, which are enhanced by digital additions such as individualised URLs or NFC technology to provide users with interactive offers. Augmented reality (AR) also enables even more intensive interaction in print campaigns by making additional digital content such as 3D models or videos available via an app.

The aspect of sustainability is also playing an increasingly important role: companies are focussing on environmentally friendly print materials that are supplemented by digital content. QR codes lead to further information about sustainable production processes and encourage active customer participation.

These examples illustrate how print and online media work together optimally to realise a sustainable and measurable marketing strategy.

Successful strategies for combining print and online

An effective cross-media campaign is based on consistent branding and clear call-to-actions to ensure uniform and convincing brand communication. A uniform design, consistent brand messages and the sensible linking of all media channels ensure a high level of recognisability and trust. Clear calls to action also play a decisive role: precise wording and well-placed CTAs increase interaction and optimise the conversion rate.

Several companies have already created successful synergies between print and online. Lidl, for example, used a multi-channel strategy consisting of print, TV, radio and digital media for its quality campaign. USM Haller combined an international print campaign with digital extensions to deepen the stories behind the adverts. Telekom used a cross-media strategy to promote its fibre optic expansion by combining traditional media with interactive online elements. Another example is a car dealership that combined social media advertising with email marketing to target customers.

These best practices show how companies can increase their reach, boost interaction and promote long-term brand loyalty through the targeted combination of print and digital media.

Successful implementation of cross-media campaigns - dos and don'ts

✔ Important success factors for a cross-media campaign:

• Clear strategy: well thought-out planning is essential to achieve the desired brand communication.

• Consistent branding: Consistent design, tone of voice and messages ensure recognisability.

• Interactive elements: Print and digital media should complement each other in order to actively involve users.

• Linking print and online: Use QR codes, social media links and personalised URLs for effective digital interaction.

Mistakes that should be avoided:

• Disjointed messages: Inconsistent communication can weaken campaign impact.

• One-sided focus on just one channel: Combining print and digital is often more successful than using one medium alone.

• Lack of call-to-actions: Clear calls to action are crucial for increasing the target group's engagement.

• No success monitoring: Use digital analysis tools to optimise and continuously improve the campaign based on data.

Conclusion

The combination of print and digital media significantly improves brand perception, reach and customer loyalty. While print provides credibility and a physical presence, digital channels offer interaction, flexibility and precise measurement of success. Best practices such as QR codes, social media links and personalised offers help to effectively combine print and online.

A look at future trends shows that AI-supported personalisation, augmented reality and omnichannel strategies are becoming increasingly important. Sustainable print solutions are increasingly being combined with digital content, while automated content creation using AI offers new opportunities.

Clever interlinking of print and online creates a strong, measurable and successful campaign in the long term.