# Integrated communication · Tech & Marketing Trends 2018 > From confrontation to integration: the digital and the real blend URL: https://www.zorraquino.com/en/trends/marketing-digital-2018/integrated-communication ![Integrated communication: From confrontation to integration: the digital and the real blend](https://cdn.sanity.io/images/0w1142l8/production/b8e3e0bad565532d70c25febbd5a0271905cac22-1280x960.webp/integrated-communication-from-confrontation-to-integration-the-digital-and-the.webp?w=1600&fit=max&auto=format&q=85) Trend 02 # Integrated communication 1. [Tech & Marketing Trends 2018Home](https://www.zorraquino.com/en/trends/marketing-digital-2018) 2. [Trend 01Mobile +](https://www.zorraquino.com/en/trends/marketing-digital-2018/mobile-plus) 3. [Trend 02Integrated communication](https://www.zorraquino.com/en/trends/marketing-digital-2018/integrated-communication) 4. [Trend 03The new chatbots](https://www.zorraquino.com/en/trends/marketing-digital-2018/the-new-chatbots) 5. [Trend 04Objectification](https://www.zorraquino.com/en/trends/marketing-digital-2018/thingification) 6. [Trend 05Automated content](https://www.zorraquino.com/en/trends/marketing-digital-2018/automated-content) 7. [Trend 06Self-service marketing](https://www.zorraquino.com/en/trends/marketing-digital-2018/self-service-marketing) 8. [Trend 07Live video](https://www.zorraquino.com/en/trends/marketing-digital-2018/live-video) 9. [Trend 08Semantic search](https://www.zorraquino.com/en/trends/marketing-digital-2018/semantic-search) 10. [Trend 09The brand as a medium](https://www.zorraquino.com/en/trends/marketing-digital-2018/the-brand-as-a-medium) 11. [Trend 10I-commerce](https://www.zorraquino.com/en/trends/marketing-digital-2018/i-commerce) 12. [Trend 11Image recognition](https://www.zorraquino.com/en/trends/marketing-digital-2018/image-recognition) 13. [Trend 12Micro-moments](https://www.zorraquino.com/en/trends/marketing-digital-2018/micro-moments) 14. [Trend 13Customer experience and data](https://www.zorraquino.com/en/trends/marketing-digital-2018/customer-experience-and-data) 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 / 05 Zorraquino spotlights 1. 01 Everything suggests that consumers connect with complete brand environments that combine physical communication and online (digital) connection. 2. 02 This new reality will force brands to think of digital and physical communication as complementary and to be designed together. 3. 03 At the same time, true integration means understanding what each channel contributes and thinking of communication as native to each of them. ## More on the trend ### References - [10 Examples of Outstanding Omnichannel Brands](https://www.shopify.com/enterprise/10-examples-of-outstanding-omnichannel-brands) - [7 Tendencias Digitales Clave para 2018](https://www.fhios.es/7-tendencias-digitales-clave-para-2018/) - [Omnichannel e-commerce Marketing Strategies](https://www.coredna.com/blogs/omnichannel-ecommerce-marketing-strategy) - [How to Get and Keep Customers in Store](https://www.retailtouchpoints.com/features/executive-viewpoints/how-to-get-and-keep-customers-in-store) Pages 19–29 of the report [![The new chatbots: A new generation arrives that actually works](https://cdn.sanity.io/images/0w1142l8/production/78c7c3a39ef475c89f345eb21ce5bee3f5c1a2dc-1366x911.webp/the-new-chatbots-a-new-generation-arrives-that-actually-works.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/marketing-digital-2018/the-new-chatbots) Next trend · 03 [The new chatbots](https://www.zorraquino.com/en/trends/marketing-digital-2018/the-new-chatbots)