Integrated digital marketing combined with other media can be used in different situations. So, whatever the format, offline or online , one thing is right. It has a content production. Consistency is essential to achieve good results. See more in this article.
Crossmedia
Crossmedia is a communication strategy that involves using multiple media channels to tell a story or convey a coherent and integrated message to the target audience. Unlike multimedia, which simply involves using different forms of media to present the same content, crossmedia focuses on creating unique and interconnected user experiences across each media channel used.
This approach allows content creators to reach their audiences across different platforms, tailoring content to fit each platform’s specific environment. For example, a cross-media campaign might start with a video on YouTube, continue with exclusive content on Instagram, and culminate in an interactive experience on a dedicated website. In other words, it’s integrated marketing that works synchronously.
The key to an effective cross-media strategy is cohesiveness and consistency of message across all channels used. This means that each piece of content should chinese overseas australia phone number list complement and reinforce the others, creating an engaging narrative that encourages audience engagement across multiple touchpoints.
In large campaigns, television is usually responsible for the content. When the format adopted is cross-media, the idea is that the audience accesses the same content through different media and platforms. In this way, the message is reinforced and frequency is prioritized.
Transmedia
Transmedia is a narrative and content production strategy that involves telling a story or conveying a message across multiple media channels. In other words, each contributes in a unique way to the overall audience experience. Thus, unlike crossmedia, which focuses on adapting content for different platforms, transmedia excels at expanding and enriching the narrative universe across multiple media.
Therefore, the main difference between transmedia and crossmedia is precisely in the content. In transmedia, the content to be distributed in the media is modified, but always in such a way that they are in tune and complement each other. The audience, therefore, will have to consume different media to capture the complete message.
Transmedia strategies
The television networks themselves have used multiplatform and multimedia formats to boost their audiences. One of the most striking examples is Globo and its portals, such as GShow, GE and G1. Throughout the channel's programming you have mentions of digital channels. Not to mention interactions with the public, such as in Big Brother and other programs.
In advertising campaigns, integrated strategies are closely linked to the promotional area, taking advantage of actions and events. With the evolution of streaming, this has become easier to do. We can mention, for example, live broadcasts via Facebook and Instagram. With this feature, you can make a live call on your page, inviting your customers to visit your stand at an event. You can, for example, ask customers to register in advance via the capture page and offer a gift in return.
It is the generation of leads via the web, integrated with an in-person event.
Video content production.
Video content production plays a key role in the current digital marketing and communication scenario. It offers a series of benefits and opportunities for companies, content creators and audiences. In addition, it facilitates the distribution of content, whether in a transmedia or crossmedia strategy.
See the benefits of video content production:
1. Audience participation:
Video has the unique ability to capture attention and engage audiences more effectively than text or static images. This is because the combination of visual, auditory and emotional elements makes video a powerful form of communication.
2. Memorization and retention of information:
People tend to remember video content better than content they read or heard. This is due to the visual and multimedia nature of video, which stimulates multiple senses and facilitates memorization.
3. Greater emotional connection:
The use of captivating storytelling, music and imagery can evoke emotions and create a stronger connection between the brand and the viewer. Video thus enables brands and content creators to build deeper emotional connections with their target audiences.
4. Social sharing:
Video content can be easily shared on social media platforms. In this way, it has the power to increase organic reach and brand visibility. Videos are more likely to be shared, commented on, and discussed than other types of content.
5. Versatility and flexibility:
Video can be adapted for a variety of formats and purposes, including tutorials, interviews, vlogs, commercials, live streams, and more. As a result, brands can achieve different marketing and communication goals.
6. SEO and online discovery:
Search engine algorithms value video, which can help your content rank in search results. Additionally, video content tends to have a longer dwell time, which reduces bounce rate and improves quality. SEO of the site.
7. Demonstration of products and services:
Video is an effective way to demonstrate products and services in action, allowing viewers to better understand their benefits and features. This can increase consumer confidence and influence purchasing decisions.
8. Global reach:
With the expansion of the Internet and the growth of video sharing platforms, brands have the opportunity to reach a global audience, regardless of their geographic location.
Movies and TV series via streaming
Streaming content producers like Netflix and Spotify have become giants with the growth of the web. To give you an idea, at the beginning of 2024, Netflix revealed, in its financial report for the third quarter of 2023, the mark of 260 million subscribers .
This mark is truly impressive, as is Spotify, which expects to surpass the 600 million paying subscribers mark by the first quarter of 2024. Amazon, another giant in the streaming sector, launched its Video Amazon Prime service in 2006, and reached 200 million subscribers worldwide in 2022 .
Disney, on the other hand, even after recording a drop in subscriber numbers , already has around 150 million subscribers on its platform.
In addition to showing that users are connected worldwide, these platforms give advertisers the opportunity to showcase their brands to massive, segmented audiences.
The potential for achieving a good integrated marketing strategy is enormous. And for companies of all sizes. That's why the first step is to have a good marketing plan and a very clear objective. And of course, quality content.
