Integrated communication across all channels

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Integrated communication across all channels: learn from big brands how to master this strategy. If we analyze the media strategy of major brands, an interesting pattern begins to emerge. They all invest in 360° communication to speak to their respective target audiences. Find out how you too can optimize your campaigns and achieve better results.

According to the Inside Advertising study by Kantar IBOPE Media, the most valuable brands in Brazil used, on average, 6.5 media outlets to broadcast their campaigns in 2022. Half of them disseminated their message through television, radio, internet, newspapers, magazines, cinemas and outdoor media. All of this in an integrated manner.

But why do these brands adopt this 360° communication strategy? As we will show below benin phone number list integrated media planning is essential to promote your brand in a more efficient and comprehensive way.

Today’s tip is to diversify the media you use to advertise your brand. Follow the explanation!

The Impact of Integrated Communication Across All Channels Throughout the Day
In a single day, consumers move through a wide variety of media. The morning might start with a TV program and reading the newspaper, followed by radio and outdoor media on the way to work. The Internet is constantly present throughout the day, and television takes center stage again in the evening.

However, there is no single moment when a consumer makes a purchasing decision, nor is there a single media consumption journey for everyone.

Given this, the most valuable brands understand that they need to be present alongside their target audience at different times. This strategy ensures that they are always in people's immediate memories.

Furthermore, 360° communication allows you to establish a deeper conversation with the consumer. You can take advantage of the particularities of each media to shape the message and enrich the sales pitch.

Another argument in favor of this strategy is that not all individuals consume all media. There may be potential customers who are more connected to television than to the internet, and vice versa. 360° communication is capable of reaching a wide range of people.

Integrated communication across all channels is key to effectively engaging and influencing your audience. By adopting this strategy, you expand your presence and strengthen your brand across all points of contact with your consumers.


The Strengths of Each Media in Integrated Communication Across All Channels
Every medium can be useful in some way for your advertising. However, it is unlikely that a single medium will be able to achieve all of your goals.

This is because each media outlet relates to its audience differently, which gives them specific strengths.

For example, the internet and television offer the possibility of impacting a large number of people. However, if your brand needs to convey credibility, television is a more reliable medium for Brazilians.

If the goal is to increase brand awareness, it is necessary to increase the frequency of ads. In this case, radio is a great option, as it is a reliable medium, capable of reaching thousands of consumers and has a more affordable cost-benefit ratio.

To apply segmentation and retargeting strategies, social networks and internet portals offer suitable tools.

Typically, a marketing strategy involves a series of goals, such as increasing brand reach, attracting leads, and ultimately making sales. By leveraging the strengths of each medium, your business can create a cascade effect where each outcome contributes to the next, all through integrated communication across all channels .