Communication is a fundamental. Element of any digital marketing strategy. An element that on many occasions. We do not work with the methodology and rigor that it requires, and even more so today. The new horizon and possibilities communication offers us.
We cannot forget that the famous 4P’s of marketing
Already included this axis, always present in the interaction of the brand with people, and of people with the brand; an axis that now takes on new dimensions, being multiplatform, multichannel, bidirectional and open to all potential users in any country.
In this article we are going to delve deeper into the concept of 2.0 communication in order to try to convey to you all the key points…
What is communication 2
Communicating is nothing more emitting. Any type of content or message, whether written. Verbal, audiovisual, photographic. The brand directs towards an interlocutor or receiver.
If we focus on communication, it is that which organizations and brands manage in the digital environment to optimize and generate their corporate reputation.
Therefore, all digital communication
established through social networks, websites, blogs, e-commerce platforms, e-mailing, forums…
Athat is now two-way, with feedback and response that can be immediate, but that is subject to interference and interpretation.
From transmitter to receiver (and vice versa). Pure . That’s the new model.
Types of communication
If we go by formal and academic classifications, we can talk about different types o seen from different perspectives, and all of them can carry the surname digital.
When the message or content goes outside the company, that is, all those directed to clients, potential clients, media, journalists, institutions, companies.
Internal
The message or content is transmitt. Within the company or organization itself: employees suppliers distributor.
Corporate or brand
That institutional communication where the brand conveys corporate or institutional content or messages, talking about the brand itself.
For example, in Formula 1, when a brand is inserting its logo on a single-seater car, it is trying to convey a corporate message.
Commercial communication
When the brand conveys purely commercial messages, such as discounts, commercial offers, commission policies, pricing, recalls, etc.
Advertising communication
When the brand promotes or disseminates, paying, a product/service in the media
All communication that takes place in the off-line environment, through non-digital means
Non-conventional or digital communication
All that takes place in the digital, multi-channel and multi-platform environment.
Matrix to position all the attributes of 2.0 communication
In order to talk abouor digital it must meet 4 fundamental requirements:
Interpersonal : We are in a time of change, of interaction between people, not between brands or organizations. We must move away from “egoism”, that is, from the brand that only talks about itself, to launching more social, personal and human content.
Relationship marketing is making more and more sense
This is one of the great challenges, as we must communicate about the brand without abusing the brand itself but reaching the reader or client in a direct, clear, transparent and truthful way.
The image of the brands will be the one that the users themselves build from the and content launched…
Online brand reputation is no longer in the hands of brands!!!
Public : In the digital environment we must be very aware that everything we communicate is and must be public, is and will be accessible to all digital users and therefore these are factors that we must learn to play with and use correctly.
There are no more excuses, brands must be transparent, consistent and truthful in their messages
Global : without limits of time and space, because communication allows messages to be exchanged instantly, anywhere in the world, the only barrier is language.
But we also cannot forget that the Internet is a huge container, that everything we “publish” is saved, stored, and can consulte.
Digital means that it is no longer essential for our brand to be newsworthy in order to be relevant and of public interest, since there are contents that are shared and remain beyond the classic journalistic intervals and criteria.
Operational : the new also demands action and reaction, I launch messages and content, campaigns and actions and I need to obtain sales, agreements, contacts, conversion, recommendations…
The lines of convergence between journalism, advertising, communication and marketing are becoming increasingly thinner.
Keys to communication
Community : Social networks and blogs have generated the creation of communities of followers and prescribers. Communities that are made up of people of flesh and blood, with names and surnames, who exchange and search for any type of content and information, who share it, who collaborate and who often unite their interests in a common denominator by actively participating in blogs, social networks, forums…
We must be very aware that in we are not addressing traditional audiences, but rather brands and companies participate and interact with communities; therefore, we do not impact audiences but interact with people.
Content : What can we say if we have gone from making content the king of the digital marketing strategy to making content the central axis of any site or blog.
We to create quality content
that provides solutions and is long-lasting…and it must be written, audiovisual, podcast, images, infographics or presentations.
But let’s not just stop at this aspect, because this content must be read, consumed and shared!!!
Social: the digital environment lives by and to generate interactivity between all its users, without barriers and without limits, therefore 2.0 impacts but should establish contacts, generate conversions, create and maintain relationships with members of the different communities where the brand operates or acts.
New attributes to consider
There are three concepts that must be kept very clear when focusing and designing our strategy within the digital marketing strategy of any brand or company, since they have changed the traditional cmodel:
Multiplatform: users and potential clients access information on a multitude of different media, from their smartphone, tablet, laptop, Web TV… we must know how to adapt styles to each of them, since the moment of consumption and use is different.
Multichannel: users use multiple channels of contact with the brand; keep in mind that the same person can be present in 5 or 6 different channels, from social networks to blogs, forums.
We must adapt communication
to each channel, because even if it is the same potential client, they do not behave the same on Twitter as on Facebook, LinkedIn or the blog.
Find and share different content and can even have different communities!!!!
Two-way: no more sending messages just to be heard; brands must now direct their communication towards dialogue, generating value propositions that will be debated, actively listening and providing solutions.
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Today more than ever the customer must be the center of any communication strategy!!!!
Elements of communication
If we go into detail to list the elements with which we can “play” in this new communication scenario, we can find:
All of these elements must integrat. The digital marketing strategy. To this, we must know how our target audience behaves, segment it, and launch specific and personalized messages and communications.
Although it is not a very new concept
Still companies and brands that have lifehacks for formatting text in newsletters banners and posts not. The definitive leap in managing communication. Able to articulate effective marketing policies. Connect with the real interests of their clients.
Multidisciplinary scenario
Marketing professionals must up against. know agb directory the tools and elements to design messages. Content according to the reader’s profile, time of consumption. Type of consumption, medium and channel.
