360º Marketing: 7 integrated communication strategies

By having a strong presence across multiple channels —such as social media, email, online advertising, and in-person events brands can reach a much broader and more diverse audience. Additionally, by using a variety of media and channels, companies can adapt to individual consumer preferences and ensure that the brand’s message is delivered as effectively as possible.

Integrated communication is an essential component of 360º marketing. It is about the synchronization of all the messages and the communication strategy of a brand in all its channels and platforms. The idea is that the brand's key messages are delivered consistently and mutually reinforcing across all touch points, thus creating a unified and memorable image in the minds of consumers.

One of the clearest examples of a successful 360º marketing strategy is, of course, Coca-Cola; the leading beverage company fully understands the importance of being present on all possible channels to connect with its global audience. Coca-Cola uses television, radio, social media, email marketing, event sponsorship, and other means to reach consumers at different times and places. In addition, it ensures that its main messages such as happiness, friendship, family togetherness and joy are conveyed consistently across all channels, thus reinforcing the brand’s identity.

On the other hand, sportswear brand, Nike, has developed a strategy that focuses on inspiration and motivation. Nike uses its website, social media, mobile apps, sporting events, and athlete sponsorships to reach its target audience on multiple fronts. In addition, the brand ensures that its Just Do It and empowerment messages are delivered in a way that excites and resonates across all channels, therefore across diverse audiences, which has contributed to its global recognition.

Holistic marketing and integrated communication are not just limited to the big global brands. Smaller and local businesses can also benefit from this strategy. For example, a local coffee shop may use a combination of email marketing, social media advertising, tasting events, and in-person promotions to reach their audience and stand out in a crowded market. By synchronizing your messaging and strategy across all channels, you can create a memorable brand experience that engages your customers and builds long-term loyalty.

The launch of a new product or service is a perfect example to implement this type of campaign, since it requires generating recognition in the short and medium terms to position itself in the market and compete with other options. These campaigns make it possible to capture the attention of the consumer through various means, which drives the increase in sales and manages to position the product or service as a prominent option in the market.

The same happens when a brand decides to make important changes, such as renewing its image, logo, colors or slogan: these types of campaigns are ideal, since they seek to mark a new stage in the brand's trajectory and stay present in the mind of the consumer.

Frequently, when a new product or service launches and doesn’t achieve the expected performance due to a poor marketing strategy, integrated communication can be the solution to improve and increase sales. Similarly, when a new brand is introduced into the market, it’s essential to implement these types of campaigns. Using a single graphic element across all platforms and campaigns is a very effective method of achieving recognition.

Integrated marketing communication is used across a wide variety of media and channels to ensure a coherent and unified strategy. Some of the more common means in which integrated communication is implemented include:

1. Traditional media. Such as television, radio, newspapers, magazines, and print advertising. Integrated communication seeks to align the messages and the visual appearance of the brand in these media to generate coherence and recognition.

2. Digital media. It covers a wide range of online channels, such as websites, blogs, social networks, emails, online advertising and mobile applications. 

3. PR. As press conferences, press releases, events and collaborations with influencers, they are also integrated into the communication strategy. Integrated communication is responsible for coordinating the messages and the image of the brand in these activities to generate a positive impact. 

4. Events and sponsorships. They reinforce the values of the brand.

5. Experience in physical outlets. This is the place in which the messages and the appearance of the brand are reflected in the design of the space, the arrangement of the products, the signage and the customer service.

6. Content marketing. Creating content for blogs, videos, infographics and other materials relevant to the brand. This way they ensure that the content is aligned with the messages and the identity of the brand. 

7. Seasonal marketing. Events such as the arrival of spring, Christmas, Halloween or the New Year are the best times to reinforce a message, since they ensure the acceptance and participation of many people.

Marketing is in constant transformation, today it is consumers who lead this process. This innovative approach enables a broader perspective of the entire customer journey, from initial discovery to purchase decision. While communication is one of the pillars of marketing, integrated communication is essential for any business looking to build strong customer relationships and stand out in a competitive marketplace.