an intRoduCtion toinlinE CommuniCations
inlinE CommuniCations sEEks – foR thE fiRst timE – to Put REal datainto thE hands of CommuniCatoRs that EnaBlEs thEm to dEPloy thEiRCommuniCation REsouRCEs in thE most aPPRoPRiatE, EffECtivE andCost-EffiCiEnt Way.
By uderstadig how cosumersprocess product iormatio – or moresimpy, how their purchase decisiosare iueced – we ca hep PRad commuicatios maagers pacampaigs that reach their targetaudiece i the paces where they areiueced.A great dea has bee writteabout the decie i iueceo the traditioa media ad yetmore sti about the rise i oiesearch techoogy, ad the massadoptio o se-pubishig toos aditercoected etworks o idividuasthat have heped cotribute to thetraditioa media’s demise. But to whatextet is that true, ad how does itaect the Europea cosumer?InlInE Commuicatios is a simpecocept: that your commuicatiosactivity – ad the stories you te –shoud ot be isoated withi chaes.Rather tha create separate oiead oie campaigs (ad teams tomaage them), brads shoud createcampaigs that draw o distictiobetwee the chaes depoyed.Cosistet stories shoud be todacross a the media that reach yourtarget. What you do oie shoudaso be visibe (discoverabe) oie. Ishort, your commuicatios shoud beInlInE.Great theory, but what about thereaity? We set out to prove thatInlInE Commuicatios was moretha just a cever pay o words. Wewated to demostrate to bradsthat Europea cosumers reay dovaue traditioa media chaes.We wated to estabish the trueiuece o the ew digita chaes.Ad we wated to create a tempateor commuicatios campaigs thatesured moey ad resources weremaximised, with measureabe resutsthat truy iueced the targetaudiece.We created the InlInE Profe. To dothis we asked a represetative sampeo 4,692 Europea cosumers theoowig questio:
When thinking about purchasing goodsor services in general, how infuential are these sources in helping you make your purchase decisions?
The resuts eabe us to create a profeor the target audiece that mapshow – ad where – they are iueced.This becomes the tempate or ourcommuicatios activity, providig aramework or our teams to deiveragaist.