The choice of communication channels is a crucial strategic axis for developing a company's reputation. Gain visibility, develop your brand image or announce a launch, regardless of the challenges, the message must be sent to the right target, at the right time. However, how not to get lost in the face of the diversity of available channels and above all, how to opt for the best solution according to your objectives? Should a communication plan focus on media or non-media communication ? Make the right choice with this overview of the various solutions to be mobilized.
What is the difference between media and non-media communication?
La media communication relies on traditional advertising tools and on the Internet. Its strength lies in its ability to broadcast a message on a large scale that will reach a variety of targets, in record time. However, it has only a limited effect in time and has a significant cost.
That is why the means of non-media communication should be used in addition, to make up for the shortcomings of media solutions.
These means include all the direct communication techniques used in order to have a real impact on a specific target. They significantly improve business results and their effects are more easily measurable, but require continuous monitoring and investment.
Complementary, media and non-media supports meet each other perfectly in order to adapt to the objectives of the company and the consumption mode of the target.
The various media communication media
The supports of media communication traditional ones aim to reach as many people as possible in a short period of time; they are multiple and meet various objectives:
- The press
- The television
- The radio
- Cinema
- Blogs
- The podcast
- Live streams
- Targeted advertising
- The video
- Static display
The various non-media communication media
The supports of non-media communication include direct marketing actions, which make it possible to precisely target your audience, for immediate effects on sales. We count:
- Print tools: catalogs, brochures, flyers, business cards, stationery;
- Presence in trade shows and fairs;
- POS (Point of Sale Advertising) and ILV (Point of Sale Information);
- The kakemonos;
- The advertising packaging of corporate vehicles;
- The goodies;
- The website and social networks;
- Direct contacts (phone calls, email or SMS campaigns, etc.).
Digital signage, a hybrid medium
The advantage of digital signage advertising is to benefit from the capabilities of the media communication - namely the possibility of reaching as many people as possible quickly - but also of non-media communication.
It allows the distribution of targeted campaigns and offers a unique experience to users, who become aware of a contextualized and attractive message. The Cenareo digital signage solution allows you to broadcast content in real time on your fleet of advertising display, thanks to its centralized management system. A real link between the digital world and the physical world, it makes it possible to broadcast tailor-made campaigns with a high ROI.
How do you choose your communication channels?
The right communication channel is still the one that will precisely reach your audience. It is essential to know your target and its uses, in order to deliver a message to the place where they will be most likely to receive it.
Define goals
What are the real reasons for communicating? Inform, promote, react or seduce? Based on these reasons, it will be easier to determine the objectives that will condition actions and the choice of communication channels.
Know your target
Knowing your core target audience remains THE essential prerequisite for the success of your communication campaign. Defining and understanding your audience contributes to mobilizing the best channels to reach them.
The resources to use
Knowing your audience will highlight certain media to promote, which will lead to the establishment of retroplanning, a provisional budget and the tools and techniques to be activated.
Develop a communication plan
The objective of a communication plan is to create an ecosystem that makes media and non-media media work in synergy, to increase their productivity and maintain a coherent brand platform that governs the editorial line and the company's graphic charter. It will also make it possible to define the right performance indicators, which assess the effectiveness of the campaign with respect to each channel.
And what better way than to equip yourself with the best tools to maximize the results of your communication campaigns? Bet on the display Digital in store or in business, an innovative channel at the service of the performance and competitiveness of your company. The Cenareo digital signage management system gives you the ability to create, manage and instantly broadcast unique and immersive campaigns on your screen fleet. Cenareo offers you personalized support in the service of effective, impacting communication and with a high ROI potential.
Media and non-media communication: Choosing the best means for your business
Media and non-media communication play an essential role in the development of a company and the establishment of its reputation. When it comes to choosing the best means of communication, it is important to consider different aspects such as reach, cost, and effectiveness in achieving the goals set.
Media communication: Broadcast a message on a large scale
Media communication is based on traditional advertising tools as well as on the Internet. Thanks to its ability to reach a large audience in a relatively short period of time, it makes it possible to broadcast a message on a large scale. However, it has limits in terms of the duration of impact and can generate high costs. This is where non-media communication comes in as a complement, in order to make up for the possible shortcomings of traditional media.
Non-media communication: A direct and measurable impact
Non-media means of communication include various direct communication techniques, making it possible to have a real impact on a specific target. These techniques significantly improve business results and offer more easily measurable effects. However, they require continuous monitoring and investment.
Combining digital and physical levers to maximize impact
To maximize the impact and targeting of the various target audiences, it is also essential to combine digital levers with physical media. An omnichannel presence, both digital and physical, makes it possible to reach customers in a more personalized and direct way. By working in a segmented manner, based on demographic data such as age, social origin, gender and the preferences of personas, it is possible to propose an offer that is more relevant and adapted to their geographical context.
Non-media communication solutions for direct customer contact
The use of media such as street marketing, advertising letters, direct marketing, or even event marketing and sales promotion, makes it possible to reinforce the effectiveness of non-media communication. These local actions offer direct contact with customers, by getting closer to their homes and by entering the doors of their privacy.
Digital signage: A hybrid medium for targeted campaigns
Digital signage represents a hybrid medium, combining both the advantages of media and non-media communication. It makes it possible to broadcast targeted campaigns and offers a unique experience to users by offering a contextualized and attractive message. Thanks to solutions such as the one developed by Cenareo, offering a centralized management system for advertising displays, it is possible to broadcast content in real time and personalize campaigns to obtain an optimal return on investment.
Communication strategy: Define goals, know your target and mobilize resources
Thus, in order to choose the most suitable communication channels, it is essential to define the communication objectives, to know the target and its uses, to mobilize the appropriate resources and to develop a coherent communication plan. By combining media and non-media media in a strategic way, it is possible to maximize the effectiveness of campaigns and to obtain convincing results. By opting for tools such as digital signage, businesses can strengthen their communication, create impactful campaigns and achieve a high potential return on investment.
Complementarity and advantages of media and non-media communication
In conclusion, media and non-media communication are complementary and essential to achieve a company's communication objectives. By using the various media and adopting an omnichannel approach, it is possible to optimize targeting, personalize messages and obtain significant competitive advantages. Businesses can rely on agencies that specialize in creating non-media campaigns, using media such as digital signage, to maximize the impact of their communication and reach their audiences in an effective and relevant way.
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