What is cross-media?

Cross-media campaigns, also referred to as cross-channel campaigns, are integrated multichannel communications in which digital media (web, e-mail, SMS, social media sites) works alongside print, often personalised, to elicit the desired response from recipients in business-to-business and business-to-consumer environments. Independent research strongly suggests that the combination of print and digital media increases response rates and subsequently the return-on-investment made in marketing campaigns.