Despite the quality of the products and the diversity of payment solutions The truth is that the viability of your business depends very much on the visibility you have with consumers.
Although iconic, tiled advertising posters such as those for PanAm (Aveiro) or Nitrato do Chile (all over the country) are now a thing of the past when it comes to advertising and communication between companies and consumers.
With the advent of mass communication technologies (the Internet, social networks, etc.), the way in which a business communicates its values, mission, products and services has changed radically giving rise to new terms and strategies such as crossmedia and transmedia.
Crossmedia and Transmedia
Let's understand these two communication concepts better and see what the main differences are between them.
What is Crossmedia?
A combination of the terms cross (cruzar in Portuguese) and media, the term crossmedia is, in practice, a process that aims to distribute the same narrative or message on different media platforms.
Also known as 360º marketing strategyThis is due to its ability to cover a number of different communication channels, the crossmedia uses music, video or text to convey the same messageeven if the language adopted differs from platform to platform.
For example, if you look at telecoms companies, the same advert or promotion is broadcast simultaneously on television (sound and image), radio (sound), newspapers (text and image) and social networks (sound, image and text), but although the language is different on each of these platforms, the message is always the same.
As you can see, the The aim of this communication strategy is to reach the largest number of potential consumers with the same content.
What is Transmedia?
Unlike in crossmedia, the message in the transmedia is honed according to the platform and the audience for which it is intended.
By creating a different narrative for different audiences, a company will be able to create bonds and, ultimately, "loyalty and identification" between the consumer and the brand.
So, in practice, by segmenting content, which complements and nourishes each other, dispersing it across different media platforms, the transmedia strategy ends up giving the consumer the feeling that there are endless possibilities to explore within the same brand, product or service.
For example, nn a marketing campaign, a company creates a 30-second advert aimed at selling a new product on television and on its YouTube channels. At the same time, the company invites influencers to "sell" the same product via Twitter and Instagram with a more "youthful" message.
The product is the same, but segmenting the message according to audience and platform will allow the company to reach different consumer profiles.
What are the differences between Crossmedia and Transmedia?
As we can already see from the answers to the two previous questions, the crossmedia disperses the same message across different media platformswhile a transmedia strategy segments the message according to its intended audience and the platform it uses.
In practice, transmedia offers different consumers, different angles on the same contentwhereas in crossmedia there is no segmentation of content according to the audience or platform used.
How can Crossmedia and Transmedia help you communicate your business?
Although different from each other, these two company communication and marketing strategies can bring great benefits to your business. Everything, of course, will depend on your objectives and the specific message you want to convey.
Among the many benefits you can reap for your business from adopting a cross-media or transmedia strategy are the following:
- Greater interaction with the brandThese strategies make it possible to diversify the content and the way it is presented, something that will lead to greater interaction between consumers and the brand;
- Greater reachBy diversifying the message and spreading it across different contents, you can reach new audiences;
- They contribute to brand awerenessThese strategies will directly contribute to improving consumer awareness of your company;
- They allow your brand to be "everywhere"By using different media platforms to convey their message(s), these strategies help your brand to "be everywhere" and create a need in the consumer.
