Online and offline integration: omnichannel a strategy for increasing sales and strenghtening corporate reputation / Integração online e offline: omnicanal uma estratégia para aumentar as vendas e fortalecer a reputação corporativa

• Autor(a) principal: Saar, Cláudia Maria Arantes de Assis
• Data de Publicação: 2021
• Outros Autores: Junior, Jacks de Mello Andrade, Vergili, Rafael, Scheibe, Roberta
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Revista Veras
• Texto Completo: https://ojs.brazilianjournals.com.br/ojs/index.php/BRJD/article/view/34713
• topic: Omnichannel; Reputation; Comunication

Broadcast media vehicles, like television still represents an important media of information transmission in Brazil. However, many different factors are striking directly the format they operate. Internet gains, each time, more space, and it is in this conjuncture that the omnichannel strategy gains more power. The concept refers to the engagement between the client - participative agent in web actions - and the company, that, in part, contributes, in the long term, strengthening corporate reputation. This engaging process must be followed by an active articulation by the company's part, keeping in mind an approximation with targeted groups . This communication needs to be efficient, once the information flux in the digital environment is constant, with instant potential impact for any positive or negative messages. For this presented work, we redeem analysis and notes about broadcast and multicast medias, concepts of omnichannel and reputation, aside from successes cases for illustrative analysis.