THE EMERGING INTERACTIVE MEDIA

 DIGITAL INTERACTIVE MEDIA

Technologies that are advertising-related continuously evolve, from personal computer, mobile
phone, internet, high definition TV, digital media play, ipads and others including the software to
make everything so simply enough for anybody to access.

They are not simply emerging advertising media, but they also represent completely temporary ways
of living and doing business.

Digital advertising is proving its worth to brand marketers everyday by creating new desire and
demand, increasing engagement and loyalty, and ringing the cash register.

 INTERACTIVE MEDIA
Refers to communication systems that permit two-way communication, such as an electronic mail or
telephone call.

They are those which give greater possibility for dialogue.

 INTERNET

Is an interactive medium because users are involved in selecting the information they attend to and
they can contact the company and other users directly.

This medium bridges print and broadcast.

It has the capability to move images that fit the broadcast description.

 THE DAWN OF THE DIGITAL AGE

The early days during the 1970’s and 80’s was the emergence of World Wide Web and the Internet
were, used and known exclusively in the military and educational institutions.

From 1994 onward, Boom and Bust a new platform blossomed. An internet business ‘bubble ‘ or
expansion began around 1998 and 1999. Thousand of websites blossomed and dot-coms named
after suffix in their web address soared.

It was the connection and interplay of technology, government and economic forces that led o a new
era for digital media, called Web 2.0. This involves greater interactivity, better visual and audio
capacity, and high-speed Internet.
 THE INTERNET

This is a global network of computers that communicate with one another through protocols, which
are common rules to link and share information.

This began in 1960’s intended to plan a network that could survive a cold war attack, created by the
Defense Department of US Advanced Research Project Agency.

Today the internet is a global medium.

In 1990’s people began going online to access the web, a distributed network of content providers
and users, communicating through a protocol known as HTML, or Hyper Text Mark up Language.

One of the keys to successfully developing an integrated marketing communications program is to

promote purposeful dialogue between the company and its stakeholders. Interactivity is highly
required, where the internet offers its greatest potential.

The INTERNET is a network reaching every country in the world.

As a technology, it is all about the bits moving form one place to another. Bits are the essential
building blocks of digital information much as atoms are the building blocks of molecules.

As a social space, internet is used to communicate with each other via electronic mail, Usenet, and
the web.

As a marketing tool – Yahoo, is an excellent example of how an organization employs technology to

mass customize communications and products to smaller target, based on the individual need.
Internet is firmly established as a anew marketing tool which marketers use to gather data for
marketing planning.

 INTERNET is a linked system of international computer networks.

The World Wide Web is the information interface that allows people to access the Internet through
an easy-to-use graphical format.

The primary purpose of Internet advertising are:

It provides a brand reminder messages to those wo are visiting the Website.
It works like a traditional media and delivers information on a persuasive message.
 It provides a way to attract people to visit the advertiser’s site by clicking on a banner
or button on the Web site, which is also known as ‘driving traffic’ to the website.

 TYPES OF INTERNET ADVERTISING

BANNER ADS are small ads on other Web pages on which people can click to move to the
advertised web site.
SKYSCRAPERS are skinny and long ads running down the right or left side of a website.

POP-UPS and POP-BEHINDS open up on the computer screen neither in front or behind the
opening page of the website.
MINI-SITES allow advertisers to market their products without sending people away from form
the site they are visiting.

SUPERSTITIALS are those short animations (usually20 second) when a consumer moves from
one page on a web site to another.
 WEBSITES sometimes called a ‘homepage’ is the company’s online face it presents to the public. It is a
communication tool that sometimes blurs the distinction between common forms of marketing
communication such as advertising, direct marketing, and public relations.

 ADVERTISING RESOURCES

Users of internet depend on search engines, such as yahoo, Google to find information. These tools
use keywords such as topics, company name, brand name to compile a collection of information
relating to the word.

 CHAT ROOMS are groups of people with a special interest, who can exchange their opinions and
experiences as they contact each other. These are sites located online which can be part of organization’s
website or may be totally independent of any company.

 BLOGS are personal diary-like web page that is created by an individual. It contains links to other related
sites the writer fells are relevant.

 E-MAIL ADVERTISING

One top advantage of this is that it is so inexpensive. It basically requires list of e-mail addresses, a
computer and an internet connection. Improved databases allow marketers to target prospects with
unsolicited e-mail.

 THE RISE OF SOCIAL MEDIA

SOCIAL MEDIA is any form of online publication or presence that provides users to engage in
multi-directional conversations in or around the content of the Web site.

SOME FORMS OF SOCIAL MEDIA

FACEBOOK, TWITTER, MySPACE, INSTAGRAM, SNAPCHAT,GOOGLE, LINKEDIN and others have

revolutionized the way people communicate with each other.
 SOCIAL MEDIA ADVERTISING
TIPS FOR SUCCESSFUL SOCIAL MEDIA ADVERTISING
1. Use non-paid social media to choose best space for paid social ads.
2. Consider targeting features of social media.
3. Discover how advertisements are sold.
4. Remember smartphones in designing advertisements.
5. Advertisements should be rotated.
6. Test advertisements on small samples.

 MOBILE ADVERTISING
This is a form of advertising via wireless phones or other mobile devices. This is a subset of
mobile marketing.

 ELECTRONIC MEDIA
This include network television, radio, cable television, the Internet, FAX machine, cellular
phone and pager.

THE BROADCAST MEDIA. Television and radio allow only for passive attention - the chance
that the audience maybe distracted and may missed the advertising message.
 CABLE TV. It is the narrowest medium with channels that are very focused and appeal to
special-interest markets.

POINTCAST MEDIA. Include all electronic media with the capability of transmitting to an
audience of just one person.

 THE POWER OF SOCIAL MEDIA

The purpose of social media is not to connect with strangers; it is to connect with friends.
Similarly in advertising, social media users want to connect with products and brands they
already know, and not necessarily new ones.

 TWO KINDS OF ADVERTISING

With social media, advertisers have two options.

First, they can purchase standard online advertisements that are integrated into the social
media page.

Second, they can create a social media presence to engage users of their product or brand.

 MESSAGES
Social media exist as a way for users to share messages with the world through
their social network. For brands, this means they can converse directly with people who are
already known users of a product. Good message strategy in social media campaigns calls for
interactions with fans of a brand.

 INTERACTIVITY
Interactivity drives relationships on social networks. Brands need to engage users in
messages to best communicate with them. The most successful campaigns will involve fans
in a conversation with the brand about issues, ideas, and experiences with the product.

To do this, social media managers must carefully craft messages and create visuals that will
encourage fans to comment, like, share, tweet, pin, check in, or any of dozens other ways
people interact in social media settings.

 VISUALS
In this digital age, people engage media with their eyes, and they’re not just looking for text
anymore.

Facebook – photo galleries

Twitter – backgrounds and galleries
 Pinterest – pins
Foursquare – badges
YouTube- videos

A great place for social media managers to begin creating visuals for social media is the
brand’s profile photograph.
AVATAR – appear beside every post a brand makes to social media.

Social media plays a vital role in today’s digital marketing. Marketers leverage social media
platforms to target specific audiences and deliver high-quality content to a large number of
people at the same time. That way, marketers can effectively promote their businesses, as well
as their products and services. However, almost every business on the market uses social media
to tailor their messages and promote their offers by posting content on social media networks.
As a matter of fact, 140 million tweets are generated and over two million videos get uploaded
to social media every day.

 GETTING A FOLLOWING
The purpose of having a following on social media is to create an audience for messages
from the brand and to establish a connection between the brand and its consumers.

There are two methods for growing their stature: naturally and through recruitment.

Opinion leadership or the two-step flow model in mass communication theory says that
people who follow media will share the information gained from that relationship with
others.

To attracts followers, brands can :

 Mention their social media in their traditional advertisements
 Link social media connections to their websites
 Connect to social media sites using quick response codes, which have
become a common way to link people from a physical place to a digital one

 Use smart phones to scan a small code that will link them to a website or
social media
 MEASURING SUCCESS
Social media managers must determine the return of investment for their work.
LIKES and FOLLOWINGS can be successfully used as metrics of growth if they are measured over
time.

A better way to track the impact of a campaign is to measure engagement followers. To do this,
social media managers should track the number of tone messages posted by other users to the
brand’s account.

 LONGEVITY OF A PAGE

Social media is a long-term commitment between a brand and its followers.

Social media managers must continually update and renew the page’s content.

A good strategy for the maintenance of social media is for the page to reflect the ebb and
flow of a natural conversation.

 TIPS FOR PLANNING A SOCIAL MEDIA CAMPAIGN

A social media campaign requires substantial planning. The campaign must adapt its
strategy throughout the life of the campaign in response to how the audience react to its
messages on the social media platform.

1. Identify a specific message.

2. Plan visuals.

3. Develop interactivity.
 4. Determine an entry point.

5. Turn idea into action.

6. Implement the plan.

7. Get feedback.

8. Make adjustments.

9. Complete campaign.

10. Begin again.

 HOW TO EVALUATE SOCIAL MEDIA SITE

1. Who are the sites primary users?

2. What kind of visuals does the site use?

3. How can my brand’s page interact with other users?

4. What is a typical post on this page?

5. How can I incorporate this media into my campaign?