Estudio de la evolución y tendencias de la comunicación estratégica integral

Resum

This article is based on the conclusions drawn from the study of integrated campaigns at El Sol Iberoamerican Advertising Festival of 2014. The latter established that barriers among the different communication tools dissipate in search of interactivity off and online and a new way to relate to consumers. Companies want to create not only relevant brands for their stakeholders, but also profitable ones. This article confirms that we are facing a new omni-channel communication model based on three strategic pillars: combination of advertising holders or activities, a target study and clear objectives. The three of them must be anchored to a coherent communication strategy; they must pursue communication efficiency and results measurement. There is no need to combine many channels, but the best communication activities must be chosen to rationalize investments, concentrate efforts where the target of the brand is and reinforce brand touch points. The aim is still to transmit a clear message which connects with consumers. To study the new omni-channel communication, we follow the former analysis and expand the El Sol sample to those campaigns awarded at Cannes Lions Festival 2015, within the Titanium and Integrated section. The same methodology will be applied: a quantitative analysis will be made to identify the most used tools; and a qualitative one, to study the functions and similarities of each communication tool. In view of all this, it is clear that a new communication model is slowly but surely being used by agencies and organizations abroad.