Integrated marketing strategies

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Carrying out marketing strategies with integration of media and tools is the best way to achieve efficiency. 

Integrated digital marketing combined with other media can be used in different situations. So, whatever the format, offline or online, one thing is right. Have one content production Consistent is essential to achieve good results. See more in this article.

The 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, interconnected user experiences across each media channel used.

This approach allows content creators to reach their audiences across different platforms, adapting content to suit each platform's specific environment. For example, a crossmedia 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 is integrated marketing working synchronously.

The key to an effective crossmedia strategy is message cohesion and consistency across all channels used. This means each piece of content must complement and reinforce the others, creating an engaging narrative that encourages audience engagement across multiple touchpoints.

In large campaigns, TV is usually in charge of the content. When the format adopted is crossmedia, the idea is that the same content is accessed by the audience across different media and platforms. This way, there is a reinforcement of the message and what is prioritized is frequency.

The transmedia

Transmedia is a narrative and content production strategy that involves telling a story or transmitting a message through multiple media channels. In other words, each one contributing in a unique way to the public’s overall experience. Thus, unlike crossmedia, which focuses on adapting content for different platforms, transmedia stands out for expanding and enriching the narrative universe through 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 changed, but always in a way that is in tune and complements each other. The audience, therefore, will have to consume different media to get the complete message.

Transmedia strategies

Television networks themselves have used multiplatform and multimedia formats to leverage 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, like on Big Brother and other programs.

In advertising campaigns, integrated strategies are closely linked to the promotional area, leveraging 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, it is You can make a live call on your page, inviting your customers to visit your stand at an event. You can, for example, request customers to register in advance via the capture page, offering 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 fundamental role in the current digital marketing and communications scenario. It offers a series of benefits and opportunities for companies, content creators and audiences. Furthermore, it facilitates content distribution, whether in a transmedia or crossmedia strategy.

See the benefits of video content production:

1. Audience engagement:

• 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 content they watched on video better than content they read or listened to. This is due to the visual and multimedia nature of the video, which stimulates multiple senses and facilitates memorization.

3. Increased emotional connection:

• Using captivating storytelling, music, and imagery can evoke emotions and create a stronger connection between the brand and the viewer. Thus, video allows brands and content creators to build deeper emotional connections with their target audience.

4. Social sharing:

• Video content is highly shareable on social media platforms. In this way, it has the power to increase the organic reach and visibility of the brand. 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 objectives.

6. SEO and online discovery:

• Video is valued by search engine algorithms, which can help content rank in search results. Furthermore, video content tends to have a longer dwell time, reducing the bounce rate and improving the SEO from the website.

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 spread of the internet and the growth of video-sharing platforms, brands have the opportunity to reach a global audience, regardless of geographic location.

Films and television series via streaming

Streaming content producers such as Netflix and Spotify have become giants with the growth of the web. To give you an idea, at the beginning of 2024, Netflix disclosed, in its financial report for the third quarter of 2023, the 260 million subscribers mark. 

This brand is really impressive, just like the Spotify, which expects to surpass the mark of 600 million paid subscribers, for the first quarter of 2024. Amazon, another giant in the streaming sector, launched its service Amazon Prime Video in 2006, reached 200 million subscribers worldwide in 2022.

Disney, on the other hand, even after registering a drop in the number of subscribers, already has around 150 million subscribers on its platform.

In addition to showing that users are connected all over the world, these platforms give advertisers the possibility of showing their brands to massive, segmented audiences.

The potential for achieving a good integrated marketing strategy is enormous. And for companies of all sizes. Therefore, the first step is to have a good marketing planning and a very clear objective. And of course, quality content.

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