Communication on tactical media: is what ?

The communication on tactical media is a marketing communication mode that was born several decades ago, but which has developed especially with the advent of digital signage. It adapts to any type of business, and allows to reach more efficiently the target customers or population.

What is tactical media communication?

To define it in a simple way, we can say that the tactical communication represents a mode of advertising communication. It is different from mass advertising communication, because it privileges two main factors: the quality of the exposure of the target and the quality of the targeting which here is much more precise.

Communication on tactical media is nothing else than a marketing strategy that is carried out thanks to tactical media. These represent a different kind of display media, other than the traditional display networks we are used to. They are quite difficult to define, because it is a rather heterogeneous set.

It is important to know that communication on tactical media has developed a lot in the 1990s. However, it only really took off after the advent of digital signage. This type of communication differs from the main traditional networks by several elements among which we find :

The duration of the advertising contact which is out of the ordinary, and which thus favors the memorization by the target
The ability to reach the target audience during leisure time
The outstanding quality of the advertising contact
The ability to really reach specific targets
The ability to target taking into account the geographical situation in a very precise way. In this last case, we speak much more about media of proximity.

What are the different possible supports ?

For to make tactical communication, You have the possibility of using several types of display media. You can choose between :

Display on an advertising bread bag
Display in elevators
Posting on vending cups
Posters on camping sites
Display in cabs
Advertising in restaurants, bars and cafes
Display in gyms
Advertising on pizza boxes
Service advertising, and many others.

Why this could be interesting for you ?

Tactical media are communication tools that have many advantages for companies and brands that want to be known and quickly develop their reputation. They are of great interest to promoters and entrepreneurs who are looking for high visibility in the short term.

These tactical media are in fact complementary media that you can integrate into your communication plan. They allow you to address your target audience in a more original and impactful way. It is a type of targeted and affinity media, which any company can adapt to its needs and realities.

It is a marketing communication mode which has the advantage of being inexpensive for the company. Indeed, to organize a campaign through tactical media, the investment to be made will not be as important as with a campaign on a traditional or classic media.

To be effective, this type of communication must meet certain conditions. Among other things, you must ensure that the chosen media will be broadcast in the places where your target is usually found.

And if proximity communication was the key ?

When we talk about proximity communication, we immediately think of street marketing. It is one of the media of tactical communication. It represents one of the best solutions to reach the target and achieve the objectives of the marketing campaign of the company.

It must be said that in recent years, due to their daily occupations and time spent on social networks, consumers are less and less receptive to traditional advertising campaigns. They no longer have time to devote to traditional media, which explains why companies are finding it increasingly difficult to obtain a real return on investment.

Besides, classic advertisements are often considered as too intrusive, and can even scare away the consumer instead of attracting him. The solution would be to turn to proximity communication. Why ? Well, simply because it first identifies the moments of availability and attention of the audience.

This way, the message has a better chance of having a real impact on the recipients. This type of communication has the particularity to be direct and incisive, without being intrusive. It can be seen as the key for companies that still lack visibility and wish to remedy this.

If you are interested in the concept, you can call upon a marketing agency with qualified professionals to help you set up a good proximity communication strategy.

The communication on tactical support is very popular nowadays, because it is the key to make your company known. It allows to reach the target more easily, thanks to its operating principle. In addition, it is inexpensive and is therefore suitable for all companies, regardless of their size.