An exchange between two Baltimore, Maryland, marketing firms perfectly exemplifies the nature of cross-channel marketing in 2011.
On Monday, MGH took out a full-page ad in The Baltimore Sun with a colorful graph listing total number of Facebook fans – or "likes" – relative to all of the company's its rivals in the Baltimore area.
"What's even more impressive is how we've used new media like Facebook, Twitter, YouTube, QR codes and mobile apps to leverage our clients' brand," the ad read, as part of the newspaper spread.
In a sort of challenge to both rivals and customers, the ad then touted the company's brand as a good option "if you want to market your company in the second decade of the 21st century."
Wednesday, the paper then reported that MGH's competitor, R2integrated – second in the ad's ranking – challenged the firm, on Facebook, to an in-depth debate on the "state/future" of modern marketing, moderated by the Sun – to which MGH promptly accepted.
While the story is focused on one city's highly competitive marketing industry, it does highlight the importance of creativity and versatility in forging a modern marketing campaign that embraces social media, QR, newspaper spread, print and a host of other venues.