With digital gaining increasing importance as a crucial marketing medium, cross platform digital campaigns have emerged as a new trend. Like traditional multi-platform marketing campaigns, cross platform digital programmes aim at synergising strengths of different digital marketing medium to create a strong brand recall value.
“Consumers don’t understand platforms. For them a successful campaign is one that surrounds them at every touch-point. Such well-planned campaigns executed at scale have a disproportionately higher recall and engagement than single platform digital campaigns. At the end of the day, if the success parameter is impact, recall or even RoI, a cross platform digital campaign delivers far better than smaller one-off campaigns that are one-dimensional and lack impact of scale,” said Sabyasachi Mitter, Managing Director, Interface Business Solutions.
Experts point out that cross platform digital campaigns have a number of benefits such as better incremental reach and delivery, better frequency planning, optimisation due to integrated ad effectiveness and much more.
“The other advantage specific to digital media is that you can use a large community on one platform to seed another platform of yours and get that going. Say you have a large FB community for your brand and you do a cross platform campaign where you ask the FB community members to come to Twitter and participate in a contest. Some portion of that community will make the move and end up giving a kick-start to your Twitter following,” said Sanjay Mehta, Joint Chief Executive Officer, Social Wavelength.
Reliance Tweet-a-Tab was one of the most interesting cross platform digital campaigns attempted in 2012. Users had to solve a digital code word journey to win a tab. The digital part of the campaign involved extensive use of Facebook, Twitter, Google Maps and YouTube, and there was support from offline activation. .The campaign was also promoted across radio and television.
Like other digital elements, tracking RoI and recall value for a cross platform digital campaign can be tricky. It is very important that such campaign have a singular end point and marketers need to analyse its impact at every stage.
Zafar Rais, CEO and Founder, MindShift Interactive shared a formula for effective cross platform campaign:
• Use every platform for optimum outreach
• Gain insights constantly on the campaign and consumers interacting with your campaign
• Optimise your strategy on an ongoing basis based on what works well
• Inform consumers on the gratifications
Volkwagon’s Anything4jetta and Brave The Storme by Tata Safari were two digital campaigns that managed to make use of other platforms to reach out to a larger number of audiences.
BloodLine Club campaign for Tata Docomo is also an interesting example for a multi-platform digital campaign. It integrated SMS, Facebook and Twitter using a website, mobile site and a mobile app to connect those who need blood with those who have the same blood group in the same area/city.
Vineet Gupta, Managing Partner, 22feet said that while creating a campaign is one of the ideal methods of making a product one of mass appeal, digital is not limited to it. “Digital as a medium is restricted to campaigns. However, lot can be done on this medium beyond campaigns. It is all about giving the consumers a worthwhile experience.”
For instance, Fastrack’s website is customised differently for computer access and mobile access. It aims at giving mobile users a unique interactive experience of retail. Similarly, Royal Enfield’s website is also customised for mobile users so that they do not have to compromise on their experience.
While using multiple platforms to promote your digital is emerging as a trend, it is very difficult to use the integrated elements efficiently. Each platform has to be used for its inherent strength and the campaign should not lose its simplicity at any level. As simple as it sounds, a cross platform campaign can result into a complete disaster if the involved medium do not play their role aptly.