Cross-media promotion and advertising
The principle is simple. Be everywhere you can be. Be everywhere your audience might be. And, of course, keep checking to see whether your competitors are there too. All while staying within budget and on message.
As media venues propagate and splinter, the number of places that any of us can be are multiplying rapidly. This is the challenge for all of us — creatives and clients — as we move into the future.
Not so long ago, cross-media was simpler
In the 90s, forward-thinking promoters encouraged presence on the Web in addition to print and TV. Best to make an appearance in all three places your customers could possibly be. What a quaint time!
Within the last few years, the list of possible or desireable presences has exploded: Google PageRank, AdWords, email blasts, RSS feeds, blogs, integrated online video, YouTube, Facebook, and Twitter. This won’t slow down anytime soon.
Choosing wisely
No one can be everywhere. But Jell is committed to assessing which of these presences will enhance your position in a sustainable and meaningful way.
We have experience building campaigns in the following media:
- Print advertising (magazines and newspapers)
- Direct mail
- Online (aka banner) advertising
- Landing pages and microsites
- Search marketing (aka CPC, cost-per-click, AdWords)
In this new world of integrated marketing, we don’t just place ads, mail postcards, and cross our fingers.
We anticipate online search behavior, compare and tweak user experiences, and strive to deliver content appropriate to the consumer and the context.