All working together towards a common goal
"Cross media" as a buzzword has passed from the industry's consciousness, and is hardly referred to by name anymore. Who talks about cross media? Well, just about everyone, just not as a phenomenon that needs to be dealt with, but as an entrenched workflow with its own issues and complications. And the discussion of "cross media" isn't even about which software features make it easy to do anymore; but how good they're at it. MediaInternet has dealt with cross/media front to back.
"For the first time, we're observing cross-media as having made that transformation into the mainstream choice for promotion campaigns," notes Lisa Cross, a TWGA Analyst. "In other words, it's no longer 'should we' implement a cross-media campaign but 'how should we.' With the tools in place, the strategy of the campaign has become the critical element. This is exemplified most clearly in the campaigns being used by the 2004 presidential candidates. Web sites, online forums, and internet news outlets are just as impacting to their success now as were the traditional printed bumper stickers, postcards, and yard signs used by past campaigns. This is a trend that aims to effect how ad agencies strategize, publishers distribute information and printers coordinate marketing campaigns of the future."