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The size of the target audience The permeability and integration between channels Performance measurement through specific KPIs You might be interested in: “Integrated communication: phases, tools, methods” Focus on potential consumers However, potential consumers, the object of a multi-channel strategy, are not people who operate exclusively within a digital context.
To a plurality of messages and stimuli through an ever-growing range of online and offline channels, which country email list accompany them throughout the day. In some cases these messages also arrive at the same time (e.g. use of second screen) and move freely between them, creating an even richer and more complex path than the merely online one. Message targeting and KPIs targeting_of_messages_and_kpi The technological
now increasingly hybrid, provides the possibility of combining the classic benefits of offline means with some of the typical characteristics of planning in online means described above. Above all, the possibility of targeting messages and measuring performance based on specific KPIs. For this reason, it is now not only simpler but also more effective to develop integrated communication strategies capable of intercepting the target audience through the greatest number of touch points among those available, whether online, offline or hybrid. You might be interested in ATB Directory ” The right KPIs for the communication plan: how to choose them” Offline means of communication to consider for a multi-channel strategy offline means of communication The main offline communication means to integrate within a multi-channel strategy are TV, Radio and DOOH (Digital out of home).
