The term "cross-media" refers to the strategy of using more than one medium (e.g., print, web) within a particular outreach campaign in a way that provides the recipient with a consistent experience across the different media.
Cross-media campaigns use database information to personalize materials, change campaign components, transfer information across media and track and report response data. These campaigns commonly use a variety of media, including traditional and variable data printing, web pages, email messages, telephone, TV and radio to present a unified message to the target audience.
For example, a recipient might receive a postcard in the mail that has been personalized with his or her name and a website URL created specifically for them (a personalized URL, or pURL). When this recipient uses the pURL to access the personalized page, s/he is taken to a branded web page with specifically-tailored information while providing the sender with important response tracking information.
At Goetz, we have the equipment and skills to assist you with cross-media campaigns. Please contact us at 703.569.8232 to learn more.