Business development and 360° communications in 2023

Business development is essential for any company to stimulate growth and increase revenues. It encompasses all the activities and strategies to attract new customers, retain existing ones, and develop new markets.

Business development can take many forms, from traditional to more recent digital-based methods. Traditional business development focuses on proven methods and interpersonal relationships. It can include networking, strategic partnerships, trade shows, and print advertising. On the other hand, digital business development uses online channels to reach a wider audience. This can include tactics such as email marketing, search engine optimization using natural or paid SEO, online advertising, and social media. It's important to note that digital business development only partially replaces traditional methods but complements them to reach a broader, more diverse audience. This combination of methods is crucial to maximizing the reach and effectiveness of business development efforts.

The importance of 360° communication in business development

360° communication is a holistic approach to communication that integrates all possible channels and touchpoints to reach customers and stakeholders. It aims to create a coherent and harmonious experience for your target audience. When we analyze the business development workflow, we understand that 360° communication is complementary to it, as it enables access to your target audience at different points in their web journey through various media. By combining traditional channels and clearly defined digital media within a well-structured communications strategy, companies can maximize their visibility and impact without wasting time or money.

Creativity also plays a crucial role in business development and communication, enabling innovative ideas to stand out from the competition and capture customers' attention. Creativity can also be applied to the design of advertising campaigns, identity design, engaging content creation, and unique customer experiences on the Web.

The benefits

Business development and 360° communication offer many advantages to companies that use them strategically. First and foremost, they make it possible to reach a broader, more diverse audience. Companies can use traditional and digital channels to get potential customers with different communication preferences. Moreover, business development and 360° communication promote the retention of existing customers as they offer a consistent experience across all touchpoints, so companies build customer trust and satisfaction, strengthening brand loyalty. Conversely, suppose a company uses different services piecemeal. In that case, the risk is that time will be wasted in assimilating and understanding the issues at stake and that non-integrated solutions will result, which could lead to an increase in a company using different services. In that case, there is a risk of inconsistent concepts.

Finally, business development and 360° communication stimulate revenue growth. Together, they use practical concepts directly to gain visibility on the Web, for example. Companies can increase sales by reaching new customers and retaining existing ones. Development and communication boost their web presence and profitability with time and well-targeted work. Moreover, the evolution of business development practices is perceptible, with the emergence of digital methods to complement traditional approaches.

Ultimately, business development remains essential to driving growth and revenue. By integrating all possible channels, 360° communication is a complementary element of this growth, helping to optimize visibility, build customer loyalty, and achieve growth objectives consistently.

See also: 360° Communication: definition, stages and examples; and 360° Marketing: adapt or die.