Learn in the textbookDiverse Marketing Methods and Promotion
DefinitionCross-media marketing (クロスメディアマーケティング) links several media of different kinds, such as TV, the web and the store front, and leads customers from one to the next to create a synergy effect.
ExplanationEach medium has its own strength: reaching many people at once, explaining in depth, or letting people pick up the product on the spot. Rather than using each one on its own, this method is designed so that interest sparked in one medium is handed on to the next.
AnalogyLike a baton in a relay race, each medium passes the interest it gained to the next until it reaches the finish line: a purchase.
Memory hook"Cross" means crossing over: picture a path that lets customers move back and forth between media.