Marketing is an incredibly broad field, and this is largely down to the sheer number of platforms businesses can use to reach their target market. Some of these channels are digital and meet potential customers on the internet, while others are physical and connect with customers when they’re going about their day.

One marketing setback is to view different platforms as separate entities. Potential customers never solely use a single platform, so meeting them across different channels is a highly effective way of familiarising them with your brand. By engaging in inter-platform promotion, you can transform all your different channels into more than the sum of their parts. Keep reading to learn how you can drive traffic and conversions through cross-platform promotion.

QR Codes, URLs & CTAs in Print

With the rise of online marketing, it can be tempting to view digital and physical as two competing ways of doing things. But this outlook limits the effectiveness of both: you’ll get the best results by synergising between your physical and digital marketing efforts. Among the most straightforward ways to blend the two is to use print collateral to drive site traffic. Print custom stickers for your business and include a QR code, a link to your site and a call to action, then place these stickers in places where your customers are likely to notice, such as on your packaging, brand merchandise and in your store.

QR codes can help streamline your marketing operations and make accessing your site effortless. All people need to do is scan the code, and they’ll be redirected to any page on your website. If you’re producing print collateral intending to direct customers to your website, you should also include a link along with your QR code.

However, keep in mind that not everyone who sees your ad may be familiar with how QR codes work. So, make sure to explain that they can scan it with their phone and follow the link that pops up on their screen. Lastly, write up a strong call to action, like ‘Visit our site now!’ or ‘Scan the code for 20% off’ to entice your audience to visit your site.

Integrating the Digital Into Your Store

In an age when companies are rushing to optimise their online stores, you can help your business stand out by putting the emphasis back on your physical store. This gives your customers the hands-on, personalised shopping experience that so many people crave. Follow visual merchandising techniques to help customers feel at ease navigating the store, and look into ways to integrate your branding themes and colours into the interior.

Creating a unique brick-and-mortar experience for your customers doesn’t mean abandoning e-commerce or digital marketing. Integrating technology into your shop gives you the best of both worlds. Some ways to do this include using VR or AR to help customers demo your products, giving special discounts in exchange for customers downloading your app or following your social media and setting up touch-screen tablets that visitors can use to learn more about your products. Combining the physical and the digital creates a special experience for visitors and turns your store into a destination.

Multi-Channel Campaigns

Many marketers view campaigns as platform-specific. While focusing on a specific channel has its benefits, running your campaigns across different platforms allows you to reach a broader audience.

In practical terms, a multi-channel campaign involves using the same key elements, including core messaging, key visuals and even brand ambassadors and translating them across different channels. For example, if your campaign features celebrity endorsements, you can use interview clips with them on your YouTube ads and use them in your product imagery.

Be sure to also consider the suitability of each platform for your goals. Out-of-home posters are fantastic at raising brand awareness, but they don’t offer ways to convert customers instantly. Pairing out-of-home poster advertising with a digital campaign that offers a direct link to purchase a product delivers a cohesive, effective marketing process.

For both digital and physical ads, quality is paramount. Make sure that your graphic design is on point and that there are no typos/mistakes online, and invest in high-quality printing services when creating print collateral.

While running a multi-channel campaign may seem complicated, there are plenty of ways to streamline diversifying your marketing efforts. One is to work with a marketing agency that offers a wide range of services. Another is to hire freelancers to fill skill gaps within your in-house team. By delivering your campaign to the public in different ways across different platforms, you can target the broadest possible audience.

Unified Messaging

No matter how many platforms you advertise on, your core message needs to remain consistent. It’s vital to present your audience with a clear value proposition that remains the same no matter what platforms they use to interact with your business. Inconsistent messaging muddles this value proposition and may leave potential customers confused as to the benefits of buying your goods or services.

If, for example, you’re a clothing brand looking to leverage the fact that you’re more environmentally friendly than your competitors, make sure to put sustainability at the front and centre of all your marketing efforts. Some ways to do this include posting visually striking infographics of where you source your raw materials and how your production process differs from other clothing brands, while also commissioning an in-depth piece on your eco-friendly practices in a leading print magazine.

Integrate Your Marketing Platforms for Cohesive, Powerful Promotion

In 2025, marketers have more weapons in their arsenal than ever. There are countless physical and digital channels that businesses can utilise to reach their audiences. With cross-promotion, you can blend these different media seamlessly and create a truly holistic marketing strategy.

In this piece, we’ve outlined some specific ways to combine physical and digital platforms in an effective manner. Harness the power of cross-promotional marketing today to attract traffic and drive conversions.