1. Chapter 2 Digital Media Environments

2. Communication Environment
Brands
Media
Consumers
Figure 2.1
Brands are trying to reach consumer through media. Consumers are using media for entertainment and information. And media attempts to persuade advertisers to pay money to reach consumers through their properties. This is the communication environment for Integrated Marketing Communicaitons.

3. Comparing Media Structures
Traditional Media
One-Way Flow
No Response
Fixed Time Period
Limited Content
Media Controlled
Digital Media
Two-Way Flow
Interactive Channels
Flexible Time Periods
Infinite Content
User Controlled
Figure 2.2
Traditional and digital are two substantially different ways to deliver brand messages The most important comparison is the two flow of communication which enables digital media to have either spontaneous or continuous interactions with people. Previously, advertising messages were pushed out to potential buyers, but not, digital media pulls people into an exposure opportunity for advertisers. Finally, there are no time restrictions on the length of content or the amount of time. In many situations, the users provide content, such as in social media.

4. Dimensions of Digital Content
Text
Image
Video
Live
Figure 2.3
IMC content can be delivered by any one of four methods, but it must be consistent with marketing strategies and brand messages. While text are images are popular forms, video has become dominant in social media during the past several years, and now, live streaming is gaining popularity.

5. Digital Media Categories
Brand Websites
Social Media
Streaming Video
Marketing
Mobile Apps
Digital Print
Figure 2.4
Digital media is a broad spectrum of communication that includes six major categories. It has continued to expand since the beginning of the Internet. While social media is the most frequently used media by consumers, steaming video and mobile apps are the choice of brand advertisers to reach potential buyers.

6. Designing Effective Websites
Simplicity of Design
Ease of Navigation
Clarity of Content
Figure 2.5
Simplicity is the most important factor in website design. Putting too many images or words can be confusing or project an unfavorable image. If the functionality does perform, or takes too long, then it is most likely that the visitor will leave the page, or even website.

7. Basic Website Measurements
Unique Visitors
Page Views
Time on Page
Click Through
Figure 2.6
Although there are many digital metrics, these four website measurements are the most helpful to advertisers and marketing companies. The metrics indicate who has been to a website, how long they were there, what they saw, and what action was taken.

8. Social Media Comparisons
Figure 2.7
Each social media reaches a different target audience with a distinct demographic profile.
This slide outlines the strengths and weakness of each of the six most frequently used social media platforms. The information provides insights about each platform, but other important aspects need to be analyzed, such as the total number of users is not as important as the composition of the audience profile, which indicates demographics and psychographic profiles.

9. Digital Marketing Options
Inbound
Downloads
Inquiries
Requests
Target Lists
Customers
Acquired
Self-Selected
Retargeting
Contextual Ads
Personalized Messages
Social Chat
GeoFencing
Target Area
Competitors
Brands/Stores
Figure 2.8
Inbound marketing has changed the way consumer find products and services. People discover brands based on their online search activities. And company get new sales leads from downloads, inquires, and requests. Target lists for marketing can be purchased, obtained from opt-in, or taken from company records. Retargeting is based on contextual ads, and native advertising, while geo-fencing identified social media activity in proximity to store locations.

10. Interactive Responses
Mobile Apps and IMC
Mobile Apps
Brand Messages
Interactive Responses
Content Delivery
Figure 2.9
Mobile marketing is another phenomenon that continues to grow. With mobile apps, brands are connected to people through online search, anywhere, anytime, and in every product category. Content and brand messages stimulate responses for customers and potential buyers.