Posts tagged DigiMarketing
Customers Take Control
Oct 16th
A shorter version of this post originally appeared in Dr. Ian Fenwick’s digimarketing column in the Bangkok Post. Already in this series we have seen some key differences between digimarketing (digital marketing) and traditional marketing. We’ve noted that digital devices are unique: so marketers can personalize offers and track responses; that the new digital media [...]
We Have Participants, Not Targets
Oct 12th
A shorter version of this post originally appeared in Dr. Ian Fenwick’s digimarketing column in the Bangkok Post, April 29, 2009 Looking at differences between digimarketing (digital marketing) and traditional marketing, we’ve seen that digital devices are unique: allowing marketers unparalleled ability to track and personalize. We’ve seen that the new digital media model allows [...]
The New Digital Media Model
Oct 10th
The traditional media model was decidedly top-down. A small number of professionals (actors, cinematographers, writers, journalists, photographers, etc) provided media content. This content was produced, edited, and processed by a larger number of publishers and editors at different media vehicles (movie studios, TV stations, publishing houses, magazines, newspapers, etc.). These vehicles were then distributed around the world to movie theaters, TV sets, bookstores, magazine racks, etc. And the masses watched or read: pretty well passively.
Digital has shaken up that system. Digital publication and distribution, on a global basis, are almost free. Anyone can upload a video clip to video-sharing sites (like YouTube) and have it available around the world at almost no cost (just the internet connection charge).
Anyone can make their own podcasts (audio recordings, with optional video) and have them distributed free (e.g. through iTunes). Anyone can upload presentation slides for free and have them available worldwide. Anyone can have global reach.
Turn to Digital in a Down Turn
Oct 4th
The deepest downturn since the great depression, with a potential pandemic hovering: a time of crisis. The Chinese for ‘crisis’ (weji) apparently combines characters for danger and opportunity: every crisis contains obvious dangers and hidden opportunities. Of all the opportunities our current crisis conceals, I want to focus on one: the potential of digital marketing. Why is digimarketing (digital marketing) such an opportunity?
Seven reasons why it makes sense to focus on digital marketing now…
Digital Media and Digital Marketing: The Audience is Waiting
Oct 2nd
Digital marketing (digimarketing) is marketing using digital media: often in combination with traditional (non-digital) media. What are digital media? Media that transfer information as numbers—values—rather than as amplitudes.
When I read a newspaper, I hold a traditional medium—paper—in my hand and look at ink printed on it. When I read news on the web, I look at pixels on a screen. I read a digital medium. The news may be the same, the medium is different.
Globally, digital media are supplanting traditional. First, new digital media are emerging and grabbing consumers’ attention. The internet is the most obvious, but other digital media are emerging too: portable audio and video players (like the popular iPod), game players (like the PlayStation), mobile phones (really multi-functional mobile devices), and many more.
