Lecture 8

Digital communication landscape

The key to successful marketing lies within trying to generate a successful synergy between traditional and digital advertising. A second criticality is producing a cohesive brand message across multimedia channels. This can allow for campaign success.

For a business to achieve well within marketing they must market in the right areas.

Organisations which are willing to be responsive and willing to engage in direct dialog with customers are rewarded within this landscape. On the other hand the ones who don't may be challenged within some areas, such as; managing brand and developing goodwill amongst customers.

There has been a change in this landscape within technological and social aspects. Due to people expecting to find everything they need online and it being updated regularly there has been a divergence in the digital shift.

Speech between individuals is become increasingly more online and on social networks. This has meant that organisations have to develop new skills, practices and policies to be able to affectively meet the standards of their audiences and new environments. Within the events industry social media is extremely effective.Specifically, social media such as Facebook hold a vast amount of users which makes it easier to market and event.

References:

Mangini, A., Perlman, S., Fredrick, J., Arkenberg, C., stratagied for effective communication in the new digital media landscape, available at: http://www.tellusventure.com/downloads/reference/santa_cruz_strategies.pdf [accessed: 2nd December 2014]