Marketing strategies and creative solutions for integrated communication

New digital channels are being added to traditional ones, making it possible to reach one’s targets anywhere and anytime. Reply proposes integrated communication solutions, customized to satisfy the specific needs of the individual customer by means of an effective control over the entire process: from marketing and communication strategies, to creativity and its implementation.

Reply is specialized in identifying and managing at best all digital communication critical factors, based upon its mix of deep technology knowledge and expertise in users’ perceptive, motor and cognitive mechanisms. Flexible, reliable and secure technological devices are no longer enough to assure the attention of the audience.

The above issues have been acknowledged also by the institutions, and the European Union is gradually taking action through a regulatory structure envisaging specific guidelines for an effective use of the Internet in the Public Administration sector.

The private sector instead has no institutional beacon to turn to, even though here a wise use of the Internet would generate greater benefits, also from an economic point of view. Reply, which has long been active in the development of interactive models, offers the advisory service of professionals specialized in making business needs meet with the needs of a target that often has very little familiarity with information technology tools.

Following user centered planning principles, Reply teams work on:

Communication
Development of the most appropriate communication strategy to enhance brand values, and to integrate on and off-line communication actions. Definition of a graphic design functional to both communications and the target’s practical needs.

Contents
Definition of the information design, that is, structuring information in such a way as to achieve ease of use, leading users along preferential pathways.

Functionality
Presentation of the most appropriate technological solution to support the required services, given the level of control over inbound and outbound information flows.

Devote great attention to:

Usability
Usability refers to “the effectiveness, efficiency and satisfaction with which specified users achieve specified goals in particular environments”. Effectiveness is the completeness and accuracy with which the goal is achieved. Efficiency reflects the value of the resources spent to obtain said result. Satisfaction stands for the system’s easy and acceptability for the user. Only through an accurate graphic design it is possible to reach a high level of usability, guaranteeing contents with the highest esthetic appeal for users.

Accessibility
The accessibility of a site depends on aspects that have to do both with the physical approachability of its contents (e.g., connectivity, server power), and with the easy with which disabled users can browse the site. The latter is of paramount importance for sites that offer public interest services and information, because here is where “virtual” barriers create the greatest inconvenience. Upon indication of the World Wide Web Consortium (W3C), the WAI (Web Accessibility Initiative) defined three validation levels that can be complied with to guarantee full access to the resources of a site to specific user groups.

Only by making communication and technology meet together, it is possible to achieve an excellent user experience, creating an empathic bond between the user and the brand.