Find out how to make the most of your campaigns using an integrated communication strategy – WAU
Integrated Communication is a strategy that articulates the planning, analysis and execution of actions in different communication and marketing channels, promoting the best possible experience for your audience, while consolidating the brand and its identity in the market.
Have you noticed how different companies use different marketing and communication strategies today? Social networks, television advertisements, e-mails, messages attached to the products … companies are always in contact with their customers, providing them with a good experience.
These actions are not by chance, and the concept that surrounds them is called integrated communication. All brands are in constant communication with their consumers, without exception!
Even if your company does not have social networks, e-mail or even telephone (which would be strange), the simple fact of sending a product to the customer is already a way of communicating. After all, if the item is poorly packaged and looks bad, that impression is transmitted to the brand identity.
More and more consumers become demanding and do not accept cold companies, with the sole purpose of selling their products or services. Now, each organization must invest in relationships and know how to use each possibility of interaction very well.
With all this in mind, we have developed this comprehensive guide to show you how to apply integrated communication in your strategy and obtain great results. Check the text!
What is integrated communication?
Integrated communication is the planning and analysis of best practices to integrate communication channels and offer the public a pleasant experience, maintaining a high standard on any channel.
In order to better understand this concept, it is necessary to think about the context of today’s society. After the internet started to be widely used worldwide, several communication channels emerged.
Before that, companies were limited to advertisements on television, radio, pamphlets and even letters to attract new customers and retain those who already knew their brand.
Not that these actions need to cease to exist – just see that big brands still invest in these strategies. However, we must see the opportunities and explore the best of each one. Digital marketing allowed companies of different sizes – small, medium or large – to increase their target audience, give more scope to their strategies and optimize investments.
However, anyone who thinks that it is enough to attack all means of communication in any way will make a mistake and the good results will come. It’s not like this!
It is necessary to have a plan to integrate the contact channels. A person cannot be received in a way on social networks and have a totally different service when calling the brand over the phone.
The brand identity must be maintained. If the communication is not well planned and executed, it will be like a person who changes his personality every moment – and that is not a good thing!
What are the main objectives and fundamentals of this strategy?
We will analyze the main objectives and fundamentals of integrated communication to better understand how important this strategy is for companies.
The first objective of integrated communication is give consistency to the brand. This means that all media must speak the same language and move in the same direction.
Consistency is created with planning. Each point of interaction must follow the same pattern and convey the company’s values. If this is broken, the entire brand identity and its consolidation in the market will be jeopardized.
Imagine that you want to have information about a particular product. Then, after an internet search, you enter a business website, open the online chat and ask the attendant about the characteristics of this product, but he exhibits a harsh and dry behavior, without giving details or answering his questions correctly.
Okay, thanks and leave the site. Moments later, continuing your search on the Internet for the product, you see an ad of the same brand, exactly about the product you are looking for.
You decide to give that brand another chance and enter the site again, but now call the phone number presented. When questioning another attendant, you have the surprise of being very well attended, having all doubts answered and, at the end, buying the item.
Lack of coherence in communication this example might well have cost the sale, but not only that. In the example we created, we put the condition back from the potential customer, but this is not what normally happens in reality.
A person who does not have a good experience will look for other options in the market, besides always presenting his opinion about the brand to other people. Therefore, all communication channels must be consistent.
One of the communication strategies that work the most in continuity is the sending marketing emails in automation flow.
E-mails are created in such a way that the lead goes through the entire purchase journey, finalizing the order at the end of it. Then, all messages are written as if they were telling a story, with a beginning, middle and end.
The continuity in the communication strategies must be very well applied so that the potential customers continue to contact the company, even after closing a purchase.
Finally, the complementarity. Communication channels must be complementary. A person can see content on the blog, be directed to social networks, receive an invitation to visit the site, access the chat and go through many other ways.
One point of communication should complement the other to deliver a better user experience.
All of these points form integrated communication, which helps companies to be more successful in marketing strategies.
What are the 5 essential benefits for company marketing?
1. Strengthening the brand identity
The first and perhaps main benefit that we can associate with integrated communication is the strengthening of the brand identity.
As we already said in this content, a brand has personality, just like a person. If an individual changes his behavior at every moment, his personal relationships will certainly not be pleasant. This is also seen in companies.
Brands that plan and invest in communication are able to attract and retain more customers for their values, treatment and care for the public.
2. Greater efficiency of communication strategies
Communication has an objective. When creating a promotion, for example, you want your audience to run and take advantage of opportunities. For that, it works sense of urgency, scarcity and others.
However, if the communication in different channels is not consistent (remember the principles shown), the public will not take the actions you expect.
Therefore, if you perform integrated communication well, your marketing strategies will certainly be more efficient.
3. Integration between teams
Another important point is the integration between the teams. Integrated communication is also good for the internal public, since the culture of the brand and its values must be very well rooted for success.
Your entire team must speak the same language. The content producer, the attendants, the salespeople, the product development team, the order shipping team … that is, the entire company must follow the brand identity.
We cannot stop talking about economy that integrated communication is capable of generating. By using different points of interaction, such as social networks, online chat, e-mail, messaging applications and others, the reach and conversion will be greater than if you simply invest in more expensive contact channels, such as television.
5. Increase in sales
Finally, increased sales! Consumers, increasingly demanding, prefer brands that care about the public, that maintain several communication channels and that present a strong identity and personality.
Even the positioning of the brand in the face of different scenarios and global events has an influence on the choice to purchase a product or service.
Brands with environmental preservation projects, programs for the inclusion of minorities, combating discrimination and other aspects can, in addition to contributing to a better world, have greater added value in the view of customers.
How to create an integrated marketing campaign?
You have already seen what integrated communication is, you were very attracted to the objectives, but now you want to know how to create these campaigns. That’s what we’re going to show next!
Study your target audience
The first and most important step is study the target audience. First of all, you should be able to answer at least the following questions:
- for whom are you going to create the communication channels?
- How do these people communicate?
- What is the type of language?
- What are the main needs and interests?
- How do they make contact with companies? Cell phone, computer, phone, email?
It is important to answer these questions in order to really succeed. If you don’t know the type of language, for example, you can create messages that people won’t understand.
Have a fine plan
O planning is everything when we talk about integrated communication. It is not enough to run and register on different social networks, thinking that you have everything. If you are unable to maintain fast and efficient service in each of the channels (with the principles we have listed), the effect can be reversed!
So, plan your campaigns, determine the objectives of each one, the targets, the channels to be used, the campaign time, in short. Anything that may interfere with the results must be analyzed beforehand.
Explore different communication channels
Now it’s time to explore different ways of contacting the public. From the target audience study, check which channels this audience uses and whether they are interesting for the brand.
Increasing the points of interaction can generate more traffic on the site, more leads and more sales.
Integrate your channels
Finally, don’t forget to integrate all the communication channels created. A really cool tip is create your messages so that each channel tells a little bit of the story.
Different brands have used this integration. A television advertisement tells the viewer to access the site and see more information. The website indicates social networks, these networks put the phone in the spotlight and so on.
Also check out these other content about communication channels!
Marketing Channels: Everything you need to know
What is omnichannel: understand the power of this strategy!
OSEP Methodology: Know your relationship with Content Marketing
What good examples do we have on the market?
To close our content, we will show you good examples of brands that are successfully exploring integrated communication.
Volvo, a Swedish company and one of the world’s leading vehicle manufacturers, has show of creativity and intelligence in 2015 in the United States when launching a marketing campaign.
We all know that the advertising minutes of the Super Bowl halftime, the end of American football, are the most expensive in the world on television. Many brands compete for those minutes, even paying a real fortune. Well, Volvo decided not to pay anything!
What did she do? He simply “kidnapped the entire audience” using Twitter. That’s right!
In the campaign launched, any user who used the hashtag #volvointerception when an advertisement from one of their competitors was shown on TV during breaks would participate in a draw for the brand car. Simply brilliant!
The brand managed to be one of the most talked about subjects in the world, dominating the subject in the automotive sector. Every time a brand dropped a commercial, Volvo had a huge spike in Twitter mentions. This without spending anything!
This is a good example of how the brand worked with different communication channels, even those where it was not present!
Coca-Cola also has a great example of a successful communication campaign. The brand placed 600 names and nicknames on the labels of soda cans in the campaign “Drinking a Coca-Cola with“.
That way, consumers could choose the can with their names or the name of a close person.
The success was very great, as well as the sales. In the campaigns, the arts maintained the visual standard in all communication channels.
To close our content with a flourish, an example that is in the memory of many people: You decide! This program was broadcast by Rede Globo between 1992 and 2000.
Each episode told a story and had different endings. Who chose the ending was the public, who voted by telephone.
This is a good example of integrated communication because, at that time, without social networks or the common interactivity in current campaigns, this action was pioneering. The audience watched the episode on TV and interacted over the phone.
Imagine if it were today, with so many communication options?
We have seen in this content how integrated communication is important for different companies. Marketing strategies must follow the premises and objectives of this integration, ensuring a good experience for customers.
Since we are talking about good experience, shall we continue our study? Check out the Customer Experience content now with everything you need to know to ensure your customer has the best experience possible.