PTUK Course (2): Introduction to E-Marketing (Digital Marketing), ( E-Marketing)
Completion requirements
Characteristics of Digital Media 2
Characteristics of Digital Media:
- From
one-to-many to many-to-many communications.
- Customers
can interact with other customers via a website, in independent communities or
on their personal websites and blogs.
- From
‘lean-back’ to ‘lean-forward’:
- customer
wants to be in control and wants to experience flow and responsiveness to their
needs.
- The
medium changes the nature of standard marketing communications tools such as
advertising:
- Customers can interact with other customers via a website, in independent communities or on their personal websites and blogs.
- customer wants to be in control and wants to experience flow and responsiveness to their needs.
1. Communication style,
which is changed with immediate,
or synchronous, transfer of information through online customer
service; asynchronous communication, where there is a time delay between sending and receiving information, as through
email, also occurs.
service; asynchronous communication, where there is a time delay between sending and receiving information, as through
email, also occurs.
2. Social presence,
or the feeling that a communications exchange is sociable, warm, personal and
active, may be lower if a
standard web page is delivered but can be enhanced, perhaps by personalization.
standard web page is delivered but can be enhanced, perhaps by personalization.
3. Control of contact has
shifted towards the consumer.
4. The
user controls the content
–
for example, through personalization facilities or posting their own
user-generated content.