Introduction à la Communication BTS - Bloc 3

Introduction to Communication BTS

• Bloc 3: Focuses on developing innovative media and digital solutions.
• Colour Coding: Used to differentiate between different types of information (Items, Tool Types, Definitions, Examples).
• Highlighting: Yellow highlights important information (indicated by the text).

I. Content Formats and Channels

• Podcasts: Audio formats for specific topics; example: "The Daily" by the New York Times.
• Social Media (TikTok, Instagram, LinkedIn, Snapchat): Utilize platforms for viral campaigns and community engagement; example: Guess's #InMyDenim TikTok campaign.
• User-Generated Content (UGC): Content created by users; increases authenticity and engagement; example: Coca-Cola's "Share a Coke" campaign.
• Vertical Videos (Reels, Shorts): Optimized for mobile consumption; example: Adidas's "Run for the Oceans" campaign, combining social media, applications, and real-world events.

II. Immersive and Interactive Experiences

• Augmented Reality (AR): Virtual try-on experiences; example: IKEA Place.
• Virtual Reality (VR): Immersive experiences, including virtual tours; example: L'Oréal's in-store virtual makeup experiences.
• Interactive Advertisements: Engaging formats that allow user interaction; example: Heineken's Instagram interactive campaign.

III. Marketing Strategies and Automation

• Artificial Intelligence (AI): Automation and personalization through chatbots; example: Sephora using AI for product recommendations.
• Big Data and Data Analysis: Using data to understand user behaviour; example: Amazon's personalized recommendations.
• Marketing Automation: Solutions for automating email campaigns and notifications; example: HubSpot's automation tools.
• CRM (Customer Relationship Management): Managing and optimizing customer interactions; example: Salesforce.

IV. Influencer and Collaborative Marketing

• Influencer Marketing: Collaborations with content creators for specific audiences; example: a scenario involving Léna.
• Cross-Media Campaigns: Broadcasting over various channels for consistent communication; example: Coca-Cola's integration of television, social media, and outdoor advertising.
• Webinars and Online Events: Interactive virtual conferences; example: Adobe's webinars.

V. Search Engine Optimization (SEO) and Content Marketing

• SEO and Content Marketing: Creating content optimized for search engines; example: HubSpot's SEO-optimized blog posts.
• Interactive Emailing: Dynamic email campaigns with interactive elements; example: Chubbies Shorts' dynamic emails.
• Geotargeting Advertising: Targeting users based on their location; example: Starbucks' geo-targeted promotions.

VI. Mobile Applications and Integrated Tools

• Mobile Applications: Tools designed to improve customer engagement; example: Nike Run Club.

VII. Content Research Trends and Ideas

• Google Trends: Tracking search trends; example: Netflix's use of trends for marketing.
• Answer the Public: Finding frequently asked questions to guide content creation; example: Moz's use of the tool.
• SEMrush/Ahrefs: Analyzing backlinks and search engine optimization; example: Backlinko's SEO efforts.
• Pinterest Trends: Identifying trending products and ideas; example: Etsy's leveraging of Pinterest trends.
• Facebook Audience Insights: Analyzing audience interests and behaviours; example: L'Oréal's analysis of their audience.

VIII. Traditional Media

• Television: Public and private channels, commercials, programs
• Radio: Local and national stations, advertisements
• Print Media: Newspapers, magazines, posters, advertisements
• Out-of-home advertising: Billboards, posters, public transit ads
• Mail: Brochures, letters, catalogues, flyers
• Phone: Customer service lines, sales calls

IX. KPIs (Key Performance Indicators): Measuring Results

• Social Media (KPIs): Reach, engagement, click-through-rate (CTR), growth
• Content (KPIs): Page views, time spent on pages, bounce rates, shares (or retweets)

Additional Metrics (Page 4)

• (Note: Additional elements like email marketing metrics, advertising costs, event participation, and website metrics are detailed here.)*

Ce quiz explore les différents formats de contenu et canaux de communication dans le cadre du Bloc 3 du BTS. Il aborde des thèmes comme les podcasts, les médias sociaux et le contenu généré par les utilisateurs. Prenez des exemples concrets pour comprendre comment ces éléments sont utilisés dans des campagnes innovantes.