Published on: 10 Jan 22  |  Reading : 3 minutes

Media and non media communication: which one to choose?

Having trouble deciding whether media or non media communication is best for your business? Here is how you can make the right choice for high ROI campaigns.

The choice of communication channel is a crucial strategic focus for developing recognition and awareness of a company. Increasing visibility, revising your brand image or announcing a launch, irrespective of the specific challenge, the message must be delivered to the right target at the right time. But how can you avoid getting lost given the diversity of the available channels, and, more importantly, how can you choose the best solution according to your objectives? Should a communication plan focus on media or non media communication? Make the right choice thanks to this overview of the different solutions available to you.


What is the difference betweenmedia or non media communication?

Media communication is based on traditional advertising tools and on the Internet. Its strength lies in its ability to deliver a large-scale message that will reach a range of targets in record time. However, it has only a limited effect in time and is expensive.

That is why non media communication must be used as well, in order to overcome the shortcomings of above the line solutions.

It includes all the direct communication techniques used which will have a real impact on a specific target. They significantly improve the company’s results and their effects are more easily measurable, but require continuous follow-up and investment.

Complementary to each other, media and non media communication a both play their separate role in adapting to the company’s objectives and the target’s consumption habits.


The different media communication

Traditional above the line communications are designed to reach the greatest number of people in a short period of time; there are a lot of them and they meet a range of objectives:


  • Press;
  • Television;
  • Radio
  • Cinema;
  • Blogs;
  • Podcasts;
  • Live streams;
  •  Targeted advertising;
  • Videos;
  • Static display.


    The different non media communication

Below the line communications include direct marketing actions, which allow the audience to be targeted precisely, for an immediate sales impact. Among them are:

  • Print tools: catalogues, leaflets, flyers, business cards, writing paper;
  • A presence at trade shows and fairs;
  • The POS, Point of Sale Advertising and Point of Sale Information;
  • Kakemonos;
  • Advertising livery on company vehicles;
  • Goodies;
  • The website and social networks;
  • Direct contacts (phone calls, email campaigns or SMS, etc.).


Digital signage, a hybrid medium

The advantage of digital signage advertising is being able to benefit from the capabilities of above the line communication - that is, the ability to reach the largest number of people quickly - but also from below the line communication.

It enables targeted campaigns to be broadcast and offers a unique experience to users, who receive a contextualised and attractive message. The Cenareo digital signage solution allows content to be broadcast in real time to its fleet of digital signage advertising screens, thanks to its centralised management system. A real link between the digital and physical worlds, it makes it possible to distribute customised campaigns with high ROI.


How to choose your communication channels?

The right communication channel is the one that will reach its intended audience. It is essential to know your target and its habits, in order to deliver a message there where it will be most likely to receive it.

Setting the objectives

What are the real reasons for communicating? Informing, promoting, reacting or seducing? Depending on what these reasons are, it will be easier to determine the objectives that will influence the campaigns and the choice of communication channels.

Knowing your target

Knowledge of your core target remains THE essential prerequisite for the success of your communication campaign. Defining and understanding your audience contribute to using the best channels to reach it.

The resources to use

Knowing your audience will highlight certain media to prioritise which will result in you organising and implementing a reverse schedule, a forecast budget and the tools and techniques to use accordingly.

Developing a communication plan

The objective of a communication plan is to create an ecosystem that gets above and below the line media to work together, in order to increase their overall productivity and to maintain a consistent brand platform that governs the editorial line and the corporate graphic identity. It will also help to define the right performance indicators to assess the effectiveness of the campaign in relation to each channel.

And what better than getting the best tools to maximise the results of your communication campaigns? Invest in digital in store or corporate signage, an innovative channel that will increase the performance and competitiveness of your business. The Cenareo digital signage management system gives you the ability to instantly create, control and distribute unique and immersive campaigns on your fleet of screens. Cenareo offers you personalised support for efficient, impactful communication and with the high potential of ROI.

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