Integration, Yes, but thought since the digital


Integration, Yes, but thought since the digital

Jérémy Masselis

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In a more dispersed and dispersant media context, it becomes essential for brands to think their integrated advertising campaigns...

Integration is often limited today to only declination Web commercials designed upstream for television or the press. In short, thought-out messages ‘ outside ’ of the digital, which reduce it to its only nature of media and deny the interactive and engaging features.

Today, they are mostly traditional so-called agencies that create advertising messages. Agencies that, for the most part, took a little too used to think their integrated first through a TV movie or a press ad campaigns and only then to make “ digital declination ”.

The bad integration

Which often results from this “ forced integration ”, these are so-called campaigns 360 ° where we posted some prints on websites in the form of banners that have any interactive their name, and where we broadcast loop, and often to the disgust, movies of pubs designed for television on video platforms online (YouTube, replay, etc...). All this of course hoping very hard as the user has not installed an ad-block. #fingerscrossed

In short, we understand that it is not in “ this integration there ” that the era of multichannel advertising will find its salvation. Indeed, it seems that today ’ today the complementarity of the different media is used, to rare exceptions, as only in order to maximize the volume of the hearing or even the repetition of messages. Going completely off the true purpose of integration which is able to give life to a message by turning it into a multichannel communication capable of accommodating the consumer in his breast and it system allow to navigate or interact with it.

Priority to interactivity

So it is a paradigm shift that need surgery. We must think integration not only as a booster of hearing and a multiplier of repetition but as a lever to make it more interactive and engaging communication campaigns to consumers.

To make this change, design integration advertising first since digital. It is only after giving life creatively to the message on the digital one can reflect on how to orchestrate the various channels available to make it emerge. Indeed, from the digital ensures as well as multichannel communication system so created is inherently interactive regardless how we decline or adapt the message later.

A strategy that evoked Marc Pritchard, Global Brand Building Officer at Procter & Gamble, during the last show Dmexco last September and it was called the ‘ Digital Back ’. According to him the marks should “ start in the digital world and reassemble on the rest of the marketing mix. ” He stated this is an approach he uses currently with “ the best agencies ” and who “ built the brand equity and increase sales and profits ” of its different brands. What question the place of the agencies say traditional as agencies holding leadership on “ integrated ” of brand communication strategies...