Marketers are very keen to join up their efforts in different channels. According to the Chartered Institute of Marketing in 2011, this was a priority for 85 per cent, while well over a third wanted personalised multi-channel communications and more than 70 per cent were looking for measurability of results.

This is where the ‘cross’ part of cross-media comes in; variable print can connect readers to the digital world in a number of ways via smartphones and other mobile devices as well as from desktop or laptop computers; all digital interactions can be captured and the results collated and analysed to further develop and refine subsequent campaigns, leading to a virtuous circle of cross-media improvement.





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