Trend 02
Integrated communication
Integrated communication
From confrontation to integration: the digital and the real blend
The fusion of the digital and the real
We have moved from a time when e-commerce was gaining ground on in-store sales to the new era of omnichannel strategies, where channels help and complement each other.
In fact, customers don't see any difference between online and offline: they look for a satisfying, personalised experience, regardless of the channel it comes through. They expect to communicate with “a brand”, not with its platforms or channels; they want to buy whenever and wherever they like. And the brands that achieve this are the ones that win their loyalty. Or, put another way, if brands don't offer omnichannel, customers leave. Everything blends together.
Cases
01 / 05Zorraquino spotlights
- 01
Everything suggests that consumers connect with complete brand environments that combine physical communication and online (digital) connection.
- 02
This new reality will force brands to think of digital and physical communication as complementary and to be designed together.
- 03
At the same time, true integration means understanding what each channel contributes and thinking of communication as native to each of them.
