Internet users today are eager to leave their opinions about a product or service online, and, in turn, are influenced by the comments of others. They search for information online which they later use to buy products offline and become willing to spend more and more money. The challenge, therefore, is to retain this new type of demanding and hyperconnected user through marketing techniques as sophisticated as the ones used by themselves. We have to ensure that they can find us, learn about us and remember us through a strategy that integrates diverse platforms, both online and offline.
In this way, we come into contact with these three concepts: multiplatform, transmedia and crossmedia.
- Multiplatform: Internet users exposed to digital publicity are already multiplatform users. The vast majority use computers, laptops, smartphones and tablets daily. If we combine lifelong advertising techniques with multiplatform strategies we will be multiplying the effectiveness of a campaign by 10. To do this, the same content is adapted to different channels or formats. The four most used in digital advertising are: SMS, social networks, landing pages and, above all, email marketing, as it is a medium that allows more personalised communications and is developed enough to know the best time to impact subscribers.
- Transmedia: This is a more emotional, more interactive marketing strategy across multiple media and screens. It causes consumers to relate to the brand in a more personal way, since people do not like totally commercial messages. In transmedia narratives, users collaborate in the construction of the story, meaning that they have a completely immersive experience.
- Crossmedia: This is the name given to the marketing technique that crosses platforms without extending the narrative universe. It involves extending a story to other media which does not make sense if you do not experience it as a whole.
Many social networks, if not all, allow the same content to be shared across multiple platforms. If we upload a photo to Instagram, the application gives us the option to share it simultaneously on Facebook and Twitter, through a link that in turn can redirect us to Instagram. They do not change the photo nor the format, only the platform in which it is shared. With advertising the same thing happens: you must simply publish the same content in all your social media profiles.