Chapter 2 Digital Media Environments

Communication Environment Brands Media Consumers Figure 2.1 Brands are trying to reach consumer through media. Consumers are using media for entertainment and information. And media attempts to persuade advertisers to pay money to reach consumers through their properties. This is the communication environment for Integrated Marketing Communicaitons.

Comparing Media Structures Traditional Media One-Way Flow No Response Fixed Time Period Limited Content Media Controlled Digital Media Two-Way Flow Interactive Channels Flexible Time Periods Infinite Content User Controlled Figure 2.2 Traditional and digital are two substantially different ways to deliver brand messages The most important comparison is the two flow of communication which enables digital media to have either spontaneous or continuous interactions with people. Previously, advertising messages were pushed out to potential buyers, but not, digital media pulls people into an exposure opportunity for advertisers. Finally, there are no time restrictions on the length of content or the amount of time. In many situations, the users provide content, such as in social media.

Dimensions of Digital Content Text Image Video Live Figure 2.3 IMC content can be delivered by any one of four methods, but it must be consistent with marketing strategies and brand messages. While text are images are popular forms, video has become dominant in social media during the past several years, and now, live streaming is gaining popularity.

Digital Media Categories Brand Websites Social Media Streaming Video E-mail Marketing Mobile Apps Digital Print Figure 2.4 Digital media is a broad spectrum of communication that includes six major categories. It has continued to expand since the beginning of the Internet. While social media is the most frequently used media by consumers, steaming video and mobile apps are the choice of brand advertisers to reach potential buyers.

Designing Effective Websites Simplicity of Design Ease of Navigation Clarity of Content Figure 2.5 Simplicity is the most important factor in website design. Putting too many images or words can be confusing or project an unfavorable image. If the functionality does perform, or takes too long, then it is most likely that the visitor will leave the page, or even website.

Basic Website Measurements Unique Visitors Page Views Time on Page Click Through Figure 2.6 Although there are many digital metrics, these four website measurements are the most helpful to advertisers and marketing companies. The metrics indicate who has been to a website, how long they were there, what they saw, and what action was taken.

Social Media Comparisons Figure 2.7 Each social media reaches a different target audience with a distinct demographic profile. This slide outlines the strengths and weakness of each of the six most frequently used social media platforms. The information provides insights about each platform, but other important aspects need to be analyzed, such as the total number of users is not as important as the composition of the audience profile, which indicates demographics and psychographic profiles.  

Digital Marketing Options Inbound Downloads Inquiries Requests Target Lists Customers Acquired Self-Selected Retargeting Contextual Ads Personalized Messages Social Chat GeoFencing Target Area Competitors Brands/Stores Figure 2.8 Inbound marketing has changed the way consumer find products and services. People discover brands based on their online search activities. And company get new sales leads from downloads, inquires, and requests. Target lists for email marketing can be purchased, obtained from opt-in, or taken from company records. Retargeting is based on contextual ads, and native advertising, while geo-fencing identified social media activity in proximity to store locations.  

Interactive Responses Mobile Apps and IMC Mobile Apps Brand Messages Interactive Responses Content Delivery Figure 2.9 Mobile marketing is another phenomenon that continues to grow. With mobile apps, brands are connected to people through online search, anywhere, anytime, and in every product category. Content and brand messages stimulate responses for customers and potential buyers.