Changing Nature of Marketing Communications:

Traditional vs. Interactive MC

Elvira Bolatebolat@bournemouth.ac.uk@Elvira_MLady

Changing Nature of Marketing Communications:

Traditional vs. Interactive MC

Elvira Bolatebolat@bournemouth.ac.uk@Elvira_MLady

2.4 million28 million

$98.2 million

The 43-Hour Media Day

Source: Yahoo and OMD (2006).

Digitisation

“digital marketing is dead”

“we are now in an era of ‘post-digital’ marketing”

(Friedlein 2014)

Source: econsultancy.com

Digitisation Impact on MC

• 24/7• Multimedia• Ubiquity• Global availability• Interactivity• 1-2-1 and micromarketing• Integration

Influence Model !

Digital Revolution: Implications for Marketing

Digital Consumer & Customer

Rethinking Market Research

• New Science• Increase of accessibility to and amount of secondary data• Relevant & timely information• Low or Zero cost for access (Search engines, Google, Yahoo,

Bing)• Access inside consumer’s ‘mind’ (blogs, communities, SN) -

UGC• Primary data collection capability expansion (Speed & Cost

efficiency)• Digital means to conduct research: synchronous environment,

real-time chat room • Measurement and Effective, relevant data Usage

Social Media

(Howie 2014)

• Business Models driven by interaction rather than transaction (dCRM touch points)

• Creation of brand advocates not just ads (Investment into social leadership)

• Listen, than engage• Investment into tools and

expertise (SRO)• ROI – Return on Involvement• Use of multiple interfaces

Social Media

Social Media

Latest trend: The Selfie syndrome

“Ellen Oscar Selfie officially most retweeted photo ever, 2.5 million and

counting”

“Selfie trend pushing demand for plastic surgery”