Um plano de comunicação integrada não é mais do que uma estratégia de marketing que contempla, enquanto todos os diferentes canais existentes.
In recent years, communication channels have diversified and multiplied with the emergence of new platforms. An integrated communication plan is essentially a marketing strategy that considers all the different existing channels as a whole, aiming to consolidate a brand in a given market and simultaneously promote a closer relationship with the target audience.
Opting for integrated communication is an excellent way to ensure that the message we want to spread has a greater impact. It is proven that there is a greater response from consumers when campaigns result from an integrated communication strategy; however, we also know that designing this type of campaign is not a simple task. We share with you 3 tips that can make your life easier:
- Planning is (almost) everything!
Define in advance the objectives you want to achieve with the campaign in question and clarify which means you will use for this purpose. Anticipate the difficulties and try to respond to them. For example, it is not worth having a strong presence in digital media if you cannot guarantee the follow-up of your potential customers.
- Be consistent
One of the main purposes of integrated communication is to acquire a cohesive and easily recognizable image for a particular brand by potential customers. To this end, try to align your communication style across all the channels you intend to use, always bearing in mind that the more channels there are, the greater the planning required and the complexity of the task. Communication style includes the colors used, the type of image, the tone of voice adopted, among many other things – everything needs to be in conformity.
- Each communication channel is different
Although some similar purposes are identified, each communication channel is governed by its own characteristics and has different things to offer. It is essential that you know how to combine a vision of the campaign as a whole with the unique character of each platform.
Bearing these ideas in mind means respecting the timing of each platform (no, they are not the same!); adjusting the type of content to each channel (does it make sense to publish a video on Twitter without any specific care?); and updating and monitoring the evolution of the campaign in order to make the necessary amendments and changes – the campaign is not static, try to adapt it to the circumstances you encounter!
At Do It On Agency, for the development of integrated communication plans, we use the PESO model as a working basis for our integrated communication campaigns. With this, we can see the entire communication universe available to each brand and what possible interactions and optimizations can occur when adopting an integrated communication strategy.
