The market is constantly changing: new channels are emerging, consumer behavior is evolving, and the way we communicate must keep up with this pace. More than ever, we need to be able to dance to the beat — and this is where integrated communication comes into play, combining strategies such as crossmedia and transmedia.
These two strategies transform communication from a set of scattered messages into an integrated and engaging experience. But what is the difference between them and how can you use them to your brand’s advantage? Come with me and I’ll explain!
What is crossmedia?
Crossmedia is a communication strategy that has a clear objective: to distribute the same narrative across different marketing channels, respecting their particularities. In other words, although the subject is the same, it is approached in different ways, depending on the chosen channel.
It is thanks to the application of crossmedia that a promotion is publicized in one way in the digital environment and in another way in physical locations, for example. Crossmedia can even occur between different social networks or between different formats — such as text, image, video and audio.
The origin of this term is uncertain, but it gained relevance in the 1990s. After all, it was from this time onwards that new means of communication emerged and became stronger, especially the internet. If before people focused only on radio, TV and newspapers, new possibilities became available.
With the ever-accelerating advancement of technologies and communication media, adopting a cross-media approach has become essential in many cases. With this approach, it is possible to enjoy several benefits!
One of the main positive points is the most obvious: the expansion of the message’s reach. When the narrative is present on multiple platforms, it is possible to reach audiences with different behaviors and preferences.
Having a message that reaches further is also beneficial for strengthening brand visibility. By being present on different channels, there is more brand recognition ( brand awareness ), increasing the presence in the consumer’s mind.
Cross-media is also essential to engage the public in a more meaningful way. Offering different types of content for interaction creates more complete and even more immersive experiences!
What is transmedia?
Transmedia is a strategy that is based on the use of different platforms to tell a story in a complementary way. In this case, there is not only an adaptation of the content for each media, but also the creation of exclusive pieces for each chosen channel.
It’s as if the complete message were a puzzle and each medium was responsible for offering a piece. In the end, all the content fits together to form a single, cohesive message, with a richer narrative universe!
Professor Marsha Kinder explored the concept of transmediality in one of her works in 1991. However, the term gained relevance with the author Henry Jenkins, responsible for the book “Convergence Culture”.
For Jenkins, the transmedia approach requires active audience participation, as different content needs to be consumed on different platforms.
In practice, its application is not limited to marketing campaigns carried out in a complementary manner across different channels. It is also possible to use transmedia as part of entertainment, as is the case of the same story that gives rise to films, series, games and licensed products, for example.
However, to achieve cohesion in a transmedia strategy, it is not enough to focus on demographics. It is essential to truly understand people’s behavior and preferences. This will allow you to offer much more consistent communication to the audience of each channel.
Other elements also need to be in tune, such as visual identity, verbal identity, campaign characters, story told, among others. This way, it is possible to deliver a much more effective concept and execute it in a more appropriate way!
The main differences between transmedia and crossmedia
As I have shown so far, transmedia and crossmedia have important differences in the way they construct and disseminate a narrative. Although they use different channels, the experience offered to the audience varies because of the type of content shared.
One of the missions of crossmedia is to increase the reach of a message by replicating it in different media, albeit in an adapted way. The idea of transmedia involves expanding the narrative universe through complementary content.
Check out a comparison table to better understand:
| Aspect | Crossmedia | Transmedia |
| Use of media | Distribution of the same content, only adapted to the language and format of the channel | Creation of exclusive content for each channel, complementing the others |
| Objective | Expand the reach of the message by reaching the largest number of people across different channels | Offer an interactive experience with different formats and content for consumption |
| Audience experience | Focus on reinforcing the message and the brand | Focus on telling a story that complements each other across channels |
| Practical example | Product launch campaign displayed on billboards, social media and TV | History that gives rise to different formats and products, such as series, films and books |
Although they are very different, crossmedia and transmedia do not need to compete! Depending on what makes sense for the strategy, it is possible to incorporate both at different times.
How crossmedia and transmedia drive personalization
When thinking about personalizing communication, it is interesting to know that crossmedia and transmedia drive it. This is because both consider the characteristics and preferences of the audience across different channels.
However, the way to drive personalization is different in each approach. In the case of cross-media, as I have shown, the same message is adapted to different channels.
This could mean running a TV campaign with a specific language and adapting it for TikTok, making it more appealing to a younger audience. This way, you can convey the same message in a way that’s tailored to each audience.
To maximize impact and create consistency, it is a good idea to plan an integrated communication calendar. This makes it easier to align channels such as social media, blogs and email marketing, for example.
Personalization in the case of transmedia involves the ability to explore different points of the narrative in an exclusive way across channels. In this case, the narrative has to be structured and consistent across all points of contact, but each channel can (and should) bring something unique!
Consider a film about a specific theme. To promote it, the studio could adopt a transmedia campaign in which social media features behind-the-scenes footage and a podcast discusses the film’s central themes, for example.
We can also use another practical example. Imagine a sustainable brand that wants to attract public attention to a new product:
- In crossmedia, the same ad can be published on different social networks, on TV and on the radio;
- With transmedia, she can release a documentary-style video explaining the manufacturing process on YouTube, create an e-book with practical sustainability tips and make interactive posts on social media, for example.
The importance of integrated strategies to connect with the public
In addition to personalization, adopting crossmedia and transmedia strategies is important to strengthen the connection with the public. Through this integrated communication, it is possible to improve Branding and Performance results.
In fact, this is a way to overcome some common difficulties in communicating with the public, such as lack of clarity. When this element is not present in the company’s perception, the consumer’s decision is directly influenced.
This type of impact interferes with the purchasing decision and also with customer retention. Therefore, a strong, clear message that positions the company appropriately is essential for loyalty, for example.
This is why cross-media strategies allow you to reinforce a central message, as is the case with campaigns like “Havaianas, everyone wears them”. With repetition, it is possible to strengthen the brand’s identity and improve its perception.
With transmedia, it is possible to create a complete and emotional experience. Since the moment of purchase is usually governed by emotion, a well-structured narrative plays an essential role in exploring these feelings and strengthening the bond with the public.
Integrating these strategies also helps overcome another challenge, which is effectively reaching the public with communications. In addition to creating a unified calendar, leaders can become communicators of strategic messages. This way, communication is aligned across different points of contact!
Successful examples of crossmedia
More than understanding the concept, it is interesting to see practical examples, right? One of them is from Bradesco, one of the largest advertising brands in Brazil. At the CMO Summit 2024, Carolina Nobre, Head of Strategy and Media at Bradesco Juntos, shared an interesting case.
According to the professional, the bank combines several points of contact, from videos, social networks and TV to print media. The goal is to speak to all living people over the age of 18 in Brazil. Thus, the focus is on reaching both connected young people and an older audience.
As the focus is on adapting the central message to different formats and habits, we have a classic case of crossmedia.
Another example was the campaign with the slogan “One thing leads to another. The new Doblò leads to them all.”, by Fiat. The campaign, in partnership with Orgânica, included presence on several channels, such as tests on Big Brother Brasil, TV commercials and interactions on the official website.
Just like Bradesco, the Fiat case is an example of cross-media, predominantly. Although the public could interact with the website’s content, for example, the focus was on reinforcing the central message.
The 360º content strategy
After learning about these two strategies, it’s time to talk about 360º communication. This is an approach that connects different channels and formats to deliver cohesive and relevant messages to the public, in line with the brand’s objectives.
More than being present on different platforms and environments, the focus is on adapting to the context and consumer behavior. Thus, each point of contact is part of an integrated network, while still being unique!
To maximize impact, it is essential to align creativity, technology and data. But how do you do this? Below, I will show you a step-by-step guide to getting crossmedia and transmedia communication right!
Know your audience deeply
There is no way to create a relevant message without knowing who you are talking to. Therefore, it is essential to start by understanding who your audience is, what they like and how they behave.
People have different consumption habits and are everywhere. Certain audiences may prefer short videos on digital, while others may do better with print media, for example.
One trick is to use data analysis tools and even Artificial Intelligence to map behaviors and identify patterns. This way, it is possible to find the most relevant channels.
Align messages with context
Contextualizing messages is a real game changer in communication! That’s why you need to make sure that what you say is adapted to both the moment and the channel to really resonate with your audience.
In fact, this is part of the very concept of crossmedia, right? Even though the idea is to convey the same message, it needs to be tailored to each channel and audience. This way, it is possible to make them more useful and relevant!
Plan an integrated calendar
As I have shown, having an integrated content calendar is essential for 360º communication to work. When the approach is multichannel, you need to map out the topics of interest and define how they should be addressed in each medium.
This is also an opportunity to identify strategic channels and prioritize them to maximize impact. If the brand’s audience is predominantly digital, the calendar should focus more on these channels and their particularities to improve results.
Test before scaling
Even if everything is planned correctly, you need to be careful before expanding your communication. So, instead of launching a complete campaign on different platforms, the ideal is to do quick tests with smaller groups.
The intention should be to test hypotheses, validate messages and use the results to adjust strategies. This way, it is possible to reduce risks and increase the potential for an efficient campaign!
One tip is to use AI tools for these tests! By identifying that certain content makes more sense than others, for example, it is possible to define what to do with the entire campaign.
Follow the results
360º communication also depends on measuring results and translating numbers into actionable insights. It’s not enough to simply spread the message across different channels if you don’t know which environments were most effective.
That’s why you should define and monitor KPIs — key performance indicators — such as reach, engagement, and conversion. Analyze the numbers to gain insights and, if possible, make adjustments in real time. This way, your campaign will be more likely to be successful.
Take the first step towards integrated communication!
As I have shown, using crossmedia and transmedia has become essential to communicate with the public in an integrated manner. With 360° communication, the company has the chance to reinforce or expand messages, in pursuit of its main strategic objectives.
Are you ready to transform and elevate your communication? Get Enjoy Minder’s Digital Marketing diagnosis and find out where to start!
