Todays customers will receive multiple branded messages from a company before they make a purchase or even an inquiry.  Whether they see your message via email, online, in print or on their mobile device, it will take more than one message through more than one medium in order to see a response — of any form — from your target audience.

A study from digital marketer showed that 80 percent of people will make search, use an app or social media on their Smartphone while participating in another task.  This means, that it is more important than ever to reach your audience through multiple communication touch points using both traditional and new media to deliver the branded message and have that message be retained by its intended audience.

You can use social media and mobile to complement your print and email messages.  Your print and email message can be slightly more vague and direct your audience to your social or mobile pages for more information – – by doing so you’re furthering their engagement with your brand and its message and ultimately increasing the amount of people who will take the time to respond to your message in some way; by making a purchase or simply inquiring for more information.

While it may take more time to create and organize a cross media marketing campaign, a cross media campaign will see an average of a 33 percent higher Return on Investments.

Timothy Freeman
President
Print & Graphic Communications Association