CONVERGENCE & THE CASE FOR DIGITAL MARKETING..

WEDNESDAY, 11 JULY 2012

CONVERGENCE & THE CASE FOR DIGITAL MARKETING..

With the creation of Web 2.0, we are seeing the emergence of a new type of digital consumer, who is no longer simply a passive 'site-seer' on a fixed consumer journey but an independent explorer craving freedom, adventure and companionship. The challenge for businesses and advertisers is to engage with the active digitraveller as well as the passive digitourist. – Sarah Morning, planner, OgilvyAction 

‘The rise of digital communication in the late 20th century has made it possible for media organizations (or individuals) to deliver text, audio, and video material over the same wired, wireless, or fiber-optic connections. At the same time, it inspired some media organizations to explore multimedia delivery of information. This digital convergence of news media, in particular, was called "Mediamorphosis" by researcher Roger Fidler in his 1997 book by that name. 

Today, we are surrounded by a multi-level convergent media world, where all modes of communication and information are continually reforming to adapt to the enduring demands of technologies, "changing the way we create, consume, learn and interact with each other"

Convergence in this instance is defined as the interlinking of computing and other information technologies, media content, and communication networks that has arisen as the result of the evolution and popularization of the Internet as well as the activities, products and services that have emerged in the digital media space. Many experts view this as simply being the tip of the iceberg, as all facets of institutional activity and social life such as business, government, art, journalism, health, and education are increasingly being carried out in these digital media spaces across a growing network of information and communication devices. ‘ (Source; Wikipedia ).

This interplay between the video, audio and data aspects of communications, powered by the powerful communication capabilities enabled by the internet and telecom related advancements has led to the explosion in the Digital Media space.

The accessibility of the internet over high speed networks with immense capacities and the availability of this in the hands of the consumers with the 3G mobile handsets and smart phones has fuelled the flow of data, voice, images and videos across networks, regions and communities thus giving the oxygen required for a rapid growth of the Digital Marketing industry.

Consumer, armed with this power has turned out to be the central point of all communications today and has the power of making or breaking brands and organizations through the viral effect of his/her conversations.An integrated marketing approach hence forth, has to take into account the accessibility and interactive nature of the various communication platforms in the audio, video and data spectrum like, Radio, Televison, Press,  Computers, Mobile devices. It will be interesting to note that all the various activities that  a traditional marketer has been doing have now been taken to a different level with the added feature of interactivity and precise targeting that has been enabled by the technological advancements as captured in the Digital Media space.

Our emphasis is on digital marketing because we feel that by harnessing the power of the web we can overcome language barriers as we expand globally. We also believe that an image speaks a thousand words and images and music transcend language. Combining the web and placing an emphasis on image and sound can be extremely powerful when creating global campaigns. – Daisuke Hase, Uniqlo


For any queries or clarification, please contact, Srinivas M at ms@mastermentors.in