Online, offline, all line

Digital, mobile, digital, mobile, digital, mobile. In most discussions about communications those two get mentioned constantly

Digital, mobile, digital, mobile, digital, mobile. In most discussions about communications those two get mentioned constantly. True, that’s the way to cookie crumbles. However, marketers and communicators know that there’s no magic formula. Being on social media or having a cool app isn’t the same having communications with results.

The most important part of any strategy is putting the consumer at the center of everything, seeing the road ahead and using that in your dialogue. Digital initiatives, along with data metrics and configurations, help a lot in understanding, as well as in the positive impact of that journey – getting the right message to the right audience, at the right time.

Meanwhile, it’s important to consider that today’s consumer is multi-platformed, multi-tasked, and really multi-everything. Studies show that demographics just aren’t enough to really understand the consumer and connect solely through digital, and may not always work.

The point is to look at the audience and activate based on an “all line” premise. In other words, on and off-line, without differentiating. It is then fundamental to believe that the planning and strategy work on on-going processes. It’s not enough to do it once and consider it done. They need to be revisited constantly and adjusted when things aren’t going as planned.

In all Sofa Digital projects – distributor of video-on-demand (VOD) independent films – the communication navigates diverse platforms. The films are sold on TV (NET Now), Itunes, Google Play, and other channels. Recently, a content hub, named Filmmelier, was launched for avid film lovers, offering synopsis, expert opinions, and invites to events for users.

The campaigns align themselves with this diversity of audience and channels, taking place on social media, digital marketing, off-line announcements and relationships with influencers and media. Everything is thought-out for each context, interacting with consumers along each step of the journey.

See more about this subject