-Discuss the phenomenon of digital media
convergence in relation to advertising and new media.
The
ongoing confrontation of old and new media technologies is complex and
multilayered. Media convergence involves the merging of distinct media and
information technology systems, which have previously been seen as two separate
entities. As a result of convergence, companies and brands have chosen to
advertise through a wider range of media platforms in order to reach the
greater market that these new digital technologies allow for. In a rapidly
developing society, advertisers need to engage, create and maintain
relationships between consumers and their brands. In recent years online
advertising expenditure has often become greater then outdoor, cinema and
magazine advertising expenditure, as well as challenging radio advertising
expenditure in many countries (Spurgeon 2008). This is due to the to the
immense number of consumers that advertisers can reach online as opposed to
traditional media. As the circulation of media content is dependent heavily on
a consumers active participation (Jenkins 2006), advertising online involves
many interactive aspects to help the consumer engage in their product, and in
turn, create loyalty.
In recent
years the advertising industry has been forced to rapidly evolve as a result of
the convergence of different forms of digital media. In a competitive industry,
such as advertising, in order to succeed, companies need to disperse media
through multiple channels. When discussing digital media convergence it is
clear that the Internet has become one of the most popular channels in which to
target consumers. According to Sheehan and Morrison (2009) the Internet search
engine is probably the single most important development for informational
advertising since the time of the first paid newspaper advertisements or the
telephone directory. In less then a decade, search engines have transformed
into new globally significant and increasingly locally-relevant advertising-funded
media services and institutions. This development is a result of growing
consumer scepticism for claims made by advertisers. Consumers are becoming less
loyal to brands and paying more attention to recommendations from friends and
family than they do to advertisements, and, as such, traditional advertising is
failing in its purpose. The advertising industry has needed to adapt and change
their business policies and practices based on this increasing consumer usage of
the Internet.
The convergence of television and
Internet has opened up many potential opportunities for companies to target
customers in ways not available with traditional television advertising. For
instance, online advertising has interactive aspects in which consumers are allowed to
engage with the content. New levels of creativity and engagement come as a result.
An example of a brand that uses interaction as a form of advertising technique
is Cadbury. When viewing the Cadbury website (as seen below) one can enter
links that lead to a range of different functions. These include connections to
Cadbury’s Facebook and Twitter pages, as well as to an online forum in which
the consumer can ask questions, or share their thoughts, tips and recipes.
Additionally there are links to a notice board, competitions page and current video advertisements. Whilst
on the website, the consumer is exposed to an extensive range of advertising
messages about the product, involving consumer involvement. This involvement,
not present in traditional methods of advertising, has the effect of not making
the consumer feel that he is being targeted. The message comes across in a more
subtle way making the consumer feel more comfortable with the brand. This
webpage demonstrates a clear shift away from traditional methods of advertising
such as standard television commercials, to online advertising, in which interactivity
adds to the depth of consumer engagement in the product.
Social
media is commonly used by advertisers in order to gain greater endorsement for
certain products. Many brands and companies have created Facebook and Twitter
pages as a way of staying connected to a wider range of consumers. In most
instances one can now access these social media sites using either a computer
or mobile device, and with 500 million Twitter users worldwide, and an
estimated one billion users of Facebook by the end of 2012, it is clear why
companies and brands are keen to take advantage of these new markets. When a
person follows or likes a certain brand on these social media sites, they
become open to a range of notices, promotions or viral videos which the viewer
can share with a friend. This creates a spread of information in a way
traditional forms of media could have never imagined. Nike’s Facebook page,
which currently has over 10 million ‘Likes’, is a prime example of the way in
which companies have capitalised on the far reaching-markets that have resulted
from the convergence of mobiles and the Internet.
Bibliography
-Spurgeon, C. (2008) ‘Advertising and New Media’, Ozon Routledge, p 24-45
-Spurgeon, C. (2008) ‘Advertising and New Media’, Ozon Routledge, p 24-45
-Dwyer, T.
(2010) ‘Media Convergence’, Mcgraw Hill, Berkshire. Pp 1-23
-Jenkins,
H. (2006) Convergence Culture: Where old and New Media Collide, New York
University Press
-Sheehan, K and M (2009) Beyond convergence: Confluence
culture and the role of the advertising agency in a changing world, in First
Monday vol 14 no 3
-Meikle, G. Young, S. (2012) “Media
Convergence: Networked Digital Media in Everyday Life”, Palgrave Macmillon.
Sinclair,
John and Wilken, Rowan (2009) 'Waiting for the kiss of life: mobile media and
advertising' Convergence: the journal of research into new media, vol 15
no 5 pp 427 - 44
No comments:
Post a Comment