Digital Media Evolution PDF

Digital media evolution (class excercise: name digital media opportunities that appeared in these last years)...

Digital media evolution (class excercise: name digital media opportunities that appeared in these last years)  Pod cast  Native advertising  Voice assistant / voice search / voice targetting  video calling and distance streaming communication (e.g. FB streaming..)  Augmented reality / virtual reality  E-gaming  Cookie / behavioura targeting  Content marketing  Content creators / Influencer marketing  Tiktok/snapchat/clubhose  Video on demand  Connected TV / smart TV  … ADV Industry and Models 125  Are «social media» and «social networks» the same? Social media are “a group of Internet-based applications that Social networks are a concept borrowed from social sciences build on the ideological and technological foundations of and useful to describe relation shapes among individuals, groups or Web 2.0, and that allow the creation and exchange organisations. It represent knots among people that have in common of User Generated Content”(*) a certain interest or need or background… In other words these are a way (medium) to share content with a These are namely a social structure, which is far from being confused variety of different people. Social media are… mere softwares that serves communication tasks (among people). with technical “softwarishy” platform. (*)Source: Kaplan & Haenlein 2010 ADV Industry and Models 126  Why distinction between social media and social network is important Social media Social networks cannot exist without social networks exist since the stone age Are people driven (people share Are content driven (people have a something they assume to be interesting) common interest in “something”) ADV Industry and Models 127 Key assets of the modern (digital) media scenario, affecting marketing models Communication Buying and Asset delivery assets Set the strategy Set the adv delivery ADV Industry and Models 128  The target audience is driving the adv choices Communication Delivery assets Digital is a PLATFORM, not assets a mere media ADV Industry and Models 129  The target audience is driving the adv choices Communication Delivery assets Digital is a PLATFORM, not assets a mere media Digital media is bidirectional, non linear, partecipative and «democratic» ADV Industry and Models 130  Target audience can be so much a driver: to transform into a context (content) creator itself Communication Delivery assets Digital is a PLATFORM, not assets a mere media We are in the “UGC” media scenario (User Generated Content) were consumer is also content producer. Digital is a place for content PROSUMER and prosumerism ADV Industry and Models 131  Monwalking https://www.youtube.com/watch?v=as9S8Fnehzo Digital is not a mere media, is an empowering platform. What does it means, for an advertiser, that digital is not a mere media? ADV Industry and Models 132