In terms of what has surprised me most about Interactive Media Strategies, it has been how much I have enjoyed studying and learning from the unit.
Before the unit began in January, I have to admit I was apprehensive and unsure about what to expect. This was primarily because I feel I am not very technology savvy and do not know a lot when it comes to interactive media. However, instantly, I began to learn that you do not have to be technology savvy and really enjoyed many aspects of the unit.
For example, I learned that I am in fact a digital native, instead of a digital immigrant. According to Prensky (2001), in his article, Digital Natives, Digital Immigrants, digital natives are students today who are all "native speakers" of the digital language of computers, video games and the Internet. Before this unit, I would have believed I would be a digital immigrant, but, I spend my life surrounded by computers, video games and digital music players. These types of interactive media are integral parts of my life.
The workshops throughout the unit were a surprise also, and something which I have not experienced before. The workshops enabled me to gain a practical perspective and hands-on approach to things involving interactive media. For example, learning about Google AdWords and viral marketing, topics which I had never really studied before, opened my eyes up to how these phenomenons are useful for advertisers and marketers to think about in the future.
The various guest lectures, speakers, and organised events I attended throughout this unit were also surprising. I really enjoyed learning from them. The Mike Warne Annual Marketing Communications lecture I attended in March opened my eyes to the evolution of digital communications and digital marketing in the future. From going along to such events and learning all about digital marketing, it has really made me think about possibly working in the digital communications industry.
I suppose this is the biggest surprise for me, as a result of studying Interactive Media Strategies this semester. Before this unit, I would never have considered working in the digital communications industry. I am now more receptive to the idea.
As a future advertising and marketing communications professional, I now realise the huge importance of understanding interactive media, and how it will play a pivotal role in future marketing communications activities for organisations for many years to come.
Friday 18 March 2011
Friday 11 March 2011
Transmedia Storytelling
As I have learnt this week, transmedia storytelling is the technique of telling stories across multiple platforms and formats, recognised for its use by mass media to develop media franchises.
Jenkins (2006), in his book Convergence Culture, describes transmedia storytelling as storytelling across multiple forms of media with each element making distinctive contribution to a fan's understanding of the story world. By using different media formats, transmedia creates "entrypoints" through which consumers can become immersed in a story world. Doctor Who was a great example of this from the lecture I attended this week.
In another definition of the term, transmedia storyteller Gomez (2008) defines it as "the art of conveying messages, themes or storylines to mass audiences through the artful and well planned use of multiple media platforms".
Let's face it, we have entered an era of media convergence that makes the flow of content across multiple media channels almost inevitable. Therefore, transmedia storytelling can be benficial to the advertising and marketing industry becasue it promotes brands and products in an interesting, effective manner. Transmedia narratives can be as effective as advertising and branding.
However, it is important to remember sometimes transmedia narratives promote themselves, instead of the brand or products. In addition, not all brands benefit from the creation of detailed transmedia narratives, as some can get hurt.
Having said this, what all advertisers and marketers can learn from the rise of transmedia storytelling is that you should focus on creating a consistent, unified, experience across all platforms. Furthermore, to let each platform do what it does best, know each element needs to work on its own terms, but should also add something to the larger experience, and bring people together and give them something to do.
Jenkins (2006), in his book Convergence Culture, describes transmedia storytelling as storytelling across multiple forms of media with each element making distinctive contribution to a fan's understanding of the story world. By using different media formats, transmedia creates "entrypoints" through which consumers can become immersed in a story world. Doctor Who was a great example of this from the lecture I attended this week.
In another definition of the term, transmedia storyteller Gomez (2008) defines it as "the art of conveying messages, themes or storylines to mass audiences through the artful and well planned use of multiple media platforms".
Let's face it, we have entered an era of media convergence that makes the flow of content across multiple media channels almost inevitable. Therefore, transmedia storytelling can be benficial to the advertising and marketing industry becasue it promotes brands and products in an interesting, effective manner. Transmedia narratives can be as effective as advertising and branding.
However, it is important to remember sometimes transmedia narratives promote themselves, instead of the brand or products. In addition, not all brands benefit from the creation of detailed transmedia narratives, as some can get hurt.
Having said this, what all advertisers and marketers can learn from the rise of transmedia storytelling is that you should focus on creating a consistent, unified, experience across all platforms. Furthermore, to let each platform do what it does best, know each element needs to work on its own terms, but should also add something to the larger experience, and bring people together and give them something to do.
Saturday 5 March 2011
The Mike Warne Annual Marketing Communications Lecture
This week, I attended the Mike Warne Annual Marketing Communications lecture, held on Wednesday 2nd March 2011. The event included guest speakers Allister Frost, Head of Digital Marketing Strategy at Microsoft, Paulo Nieddu, Senior Planner at Holler Digital and Iryna Kepych, Digital Strategist at Connect Advertising and Marketing.
The event was fascinating and a chance to join marketing and business professionals, university staff and students to explore the evolution of digital communications and the opportunities for enhanced marketing communications in the future.
The three key note speakers each shared their perspectives and knowledge on the evolution of marketing communications and the possibilities for digital marketing in the future. In particular, Allister Frost, Head of Digital Marketing Strategy at Microsoft was interesting to listen to as he shared his thoughts from a business to consumer perspective on new approaches to customer communications. Something, that will prove very valuable to me as I enter the work arena.
In addition, the other two key note speakers, Paulo Nieddu, Senior Planner at Holler Digital, and Iryna Kerpych, Digital Strategist at Connect Advertising and Marketing, were captivating to listen to as they shared creative agency perspective on customer engagement and communications across all digital channels.
I really enjoyed the lecture and event, and having attended a similar event two weeks previously, I intend to go to anymore that are advertised in the future. These events I feel are invaluable and will help enormously when I go into the workplace after completing my Masters at Bournemouth University. Digital Communications is going to become ever present and it is important to be aware and here from professionals about how it can improve a business.
Unfortunately, I was unable to attend the Digital Communications roadshow in London also this week. At the time, I felt it was better to concentrate on getting on with my assignments. However, from hearing what my friends had to say when they went, I missed out. In the future, I will make every effort to attend.
From going to these events and lectures, alongside my Interactive Media Strategies unit, it is really opening up my eyes to the possibility of working in digital marketing communications. Before, I would not have given it a thought to work in this particular industry. However, I find it fascinating and whilst I start to begin to look for jobs in the marketing communications industry I will be looking at this potential avenue.
The event was fascinating and a chance to join marketing and business professionals, university staff and students to explore the evolution of digital communications and the opportunities for enhanced marketing communications in the future.
The three key note speakers each shared their perspectives and knowledge on the evolution of marketing communications and the possibilities for digital marketing in the future. In particular, Allister Frost, Head of Digital Marketing Strategy at Microsoft was interesting to listen to as he shared his thoughts from a business to consumer perspective on new approaches to customer communications. Something, that will prove very valuable to me as I enter the work arena.
In addition, the other two key note speakers, Paulo Nieddu, Senior Planner at Holler Digital, and Iryna Kerpych, Digital Strategist at Connect Advertising and Marketing, were captivating to listen to as they shared creative agency perspective on customer engagement and communications across all digital channels.
I really enjoyed the lecture and event, and having attended a similar event two weeks previously, I intend to go to anymore that are advertised in the future. These events I feel are invaluable and will help enormously when I go into the workplace after completing my Masters at Bournemouth University. Digital Communications is going to become ever present and it is important to be aware and here from professionals about how it can improve a business.
Unfortunately, I was unable to attend the Digital Communications roadshow in London also this week. At the time, I felt it was better to concentrate on getting on with my assignments. However, from hearing what my friends had to say when they went, I missed out. In the future, I will make every effort to attend.
From going to these events and lectures, alongside my Interactive Media Strategies unit, it is really opening up my eyes to the possibility of working in digital marketing communications. Before, I would not have given it a thought to work in this particular industry. However, I find it fascinating and whilst I start to begin to look for jobs in the marketing communications industry I will be looking at this potential avenue.
Friday 25 February 2011
My digital footprint...
According to Chaffey (2010), a digital footprint is a trail left by an entities interactions in a digital environment; including their usage of TV, mobile phone, Internet and world wide web, mobile web, and other devices and sensors. In terms of my digital footprint, or Google reputation, when my name is typed into the Google search engine, the first result displayed is the link to my Facebook profile. When this link is clicked on, people are able to see my profile picture alongside a list of some of my friends on Facebook. In addition to this, my Twitter page and LinkedIn account are displayed. Interestingly, and maybe more worryingly, further down on the Google results page is a website which details information about where I live and reveals my current contact details. When I click on this website, it becomes clear it is to do with the electoral register. However, this is unnerving that this type of information about me can be accessed by anyone. Other notable search results listed contact details of other family members and their social network pages. With regards to user-generated content (UGC), I am yet to upload any to the world wide web. If i'm being honest, even if i tried I wouldn't know what to do. However, I know for companies for example, UGC greatly increases the rich media content of their website and provides regular up-to-date information regarding their company. Therefore, UGC is something I will probably become more familiar with when I enter the workplace. It is also something I'm thinking about as a recommendation for my company for the online audit. In terms of who's in control of UGC though, this remains open to question. |
Monday 21 February 2011
Social Networks...
I am a very active user of the social network website Facebook, using it predominantly to keep in touch with friends and family I am unable to keep in touch with as much as I would like.
However, if I were to consider how my relationships are mediated by social networking websites like Facebook, Facebook firstly requires that you send a friend request which can either be accepted or declined. In this way, you are able to pick and choose who you want to become friends with. In addition to this, you can become friends with someone and delete them as a friend at any point you may wish. Yet, if someone's Facebook privacy settings aren't on, anyone can gain access to the information and photos on display, which can potentially cause problems. These are just some of the ways Facebook is able to mediate our relationships.
I have now joined LinkedIn and Twitter and have accounts with both social networking websites. As I have only recently joined both I do not have many connections/friends. However, on Twitter, I am following people I have never met and do not know personally. For example, I follow Henry Winter and Andy Dunn, both football writers at national newspapers, and people whom I have not met. I follow people like this to keep up-to-date with the latest football headlines. I do not consider following these people to be dangerous as they are both trusted and respected people. I find Twitter in particular, to be a good source for information I am interested in. However, it is worth mentioning that I would not follow people on Twitter who I was skeptical of, and wary of.
As for whether I would consider taking on Internet friendships, I do not think I would be. I know that I have 439 friends currently on Facebook, and probably of those, am only close, and see about 20 of those friends. However, I do not become friends with people on Facebook unless I have met them in person before. Therefore, I would not be receptive to taking on Internet friendships. I would not feel safe about the information I was sharing and what it might be used for, if used at all. I still prefer to make friends in public first.
Lastly, with regards to the phenomenal rise in online dating websites, I have to say I am quite surprised by how much they have taken off over the past several decades. However, with many people living busy, globe trotting lifestyles revolving around their work, making it increasingly hard for singles to meet other compatible mates, I suppose it shouldn't really come as a surprise.
In recent years, online dating has developed tremendously, growing to include media components such as free personals, video elements, audio/phone capabilities, and other technologically advanced programs that allow people to interact in a very personal and accurate way. Before online dating services were developed, many people feared to use their service because they didn't know who they were talking to, or if the correspondence was with a real person and not just a computer. While there are still some risks and cautions to consider, online dating has become much more personal and interactive over the years, creating a higher sense of trust in the online dating community.
Having said this, there is no doubt online dating has become an extremely popular way to look for a companion and that the online dating service will continue to be a dominant force in the dating scene for many years to come.
However, if I were to consider how my relationships are mediated by social networking websites like Facebook, Facebook firstly requires that you send a friend request which can either be accepted or declined. In this way, you are able to pick and choose who you want to become friends with. In addition to this, you can become friends with someone and delete them as a friend at any point you may wish. Yet, if someone's Facebook privacy settings aren't on, anyone can gain access to the information and photos on display, which can potentially cause problems. These are just some of the ways Facebook is able to mediate our relationships.
I have now joined LinkedIn and Twitter and have accounts with both social networking websites. As I have only recently joined both I do not have many connections/friends. However, on Twitter, I am following people I have never met and do not know personally. For example, I follow Henry Winter and Andy Dunn, both football writers at national newspapers, and people whom I have not met. I follow people like this to keep up-to-date with the latest football headlines. I do not consider following these people to be dangerous as they are both trusted and respected people. I find Twitter in particular, to be a good source for information I am interested in. However, it is worth mentioning that I would not follow people on Twitter who I was skeptical of, and wary of.
As for whether I would consider taking on Internet friendships, I do not think I would be. I know that I have 439 friends currently on Facebook, and probably of those, am only close, and see about 20 of those friends. However, I do not become friends with people on Facebook unless I have met them in person before. Therefore, I would not be receptive to taking on Internet friendships. I would not feel safe about the information I was sharing and what it might be used for, if used at all. I still prefer to make friends in public first.
Lastly, with regards to the phenomenal rise in online dating websites, I have to say I am quite surprised by how much they have taken off over the past several decades. However, with many people living busy, globe trotting lifestyles revolving around their work, making it increasingly hard for singles to meet other compatible mates, I suppose it shouldn't really come as a surprise.
In recent years, online dating has developed tremendously, growing to include media components such as free personals, video elements, audio/phone capabilities, and other technologically advanced programs that allow people to interact in a very personal and accurate way. Before online dating services were developed, many people feared to use their service because they didn't know who they were talking to, or if the correspondence was with a real person and not just a computer. While there are still some risks and cautions to consider, online dating has become much more personal and interactive over the years, creating a higher sense of trust in the online dating community.
Having said this, there is no doubt online dating has become an extremely popular way to look for a companion and that the online dating service will continue to be a dominant force in the dating scene for many years to come.
Monday 14 February 2011
Privacy and Social Media
It's no secret that I love social media. I am very active on many platforms, including Facebook, Youtube and now LinkedIn. Although I am not afraid of sharing parts of my life on these platforms with other people, I am also very aware of the fact that all the content that I share, and my behavioural data, is used for commercial purposes by those platforms and by anyone who uses "listening" tools to gather insights. However, are those 600 Million users on Facebook as aware?
In my opinion, there is nothing wrong with using insights gathered through advanced listening tools, statistical data or behavioural targeting to find hot leads, but it's the transparency of these activities to people which to me is very important. Only when people know that this is happening can they make conscious decisions about what to share on the web and what not to share. In most cases, people do not read the fine print.
I think there should be a better job done of creating awareness about these policies without scaring people. This belief implies brands have to be more open about what happens with this data, and provide the tools and information to people to both see how their data is being used and give them control over its use.
Trust is a key element when building relationships. A trustworthy brand cannot be built if they are not upfront about how they will use their customer's content and data.
In addition, there is an even darker side to social media, which can be very scary. For example, people updating statuses, which state where they are allow people (robbers) to know where they are and if they are not home.
I don’t think there is any reason to be paranoid though. I know I am not. It is all about being conscious of our privacy and about what we allow other to see, track and use. And as professionals in the online world, they need to be careful and respect privacy of people as it ultimately affects ourselves, our children and all our loved ones.
In my opinion, there is nothing wrong with using insights gathered through advanced listening tools, statistical data or behavioural targeting to find hot leads, but it's the transparency of these activities to people which to me is very important. Only when people know that this is happening can they make conscious decisions about what to share on the web and what not to share. In most cases, people do not read the fine print.
I think there should be a better job done of creating awareness about these policies without scaring people. This belief implies brands have to be more open about what happens with this data, and provide the tools and information to people to both see how their data is being used and give them control over its use.
Trust is a key element when building relationships. A trustworthy brand cannot be built if they are not upfront about how they will use their customer's content and data.
In addition, there is an even darker side to social media, which can be very scary. For example, people updating statuses, which state where they are allow people (robbers) to know where they are and if they are not home.
I don’t think there is any reason to be paranoid though. I know I am not. It is all about being conscious of our privacy and about what we allow other to see, track and use. And as professionals in the online world, they need to be careful and respect privacy of people as it ultimately affects ourselves, our children and all our loved ones.
Tuesday 8 February 2011
The Digital Envrionment
The digital environment is forever evolving and changing. It appears we are in the midst of a revolution. As Soderqvist and Bard (2001) remark, the digital revolution is changing things far more dramatically than the hype-mongers ever imagined... the move from a society dominated by print and broadcast mass media to the age of interactivity is at least as dramatic as the move from feudalism to capitalism.
However, digital doesn't come naturally to everyone. In terms of how I can keep up with the changing digital environment, I should immerse myself in the digital environment and actively participate in social networks, for example. I should live in this world which includes Facebook, Twitter and LinkedIn. At present, I do not have a Twitter or LinkedIn account, although, I am becoming increasingly intrigued about opening accounts on both of these social networks.
In addition, I should find and subscribe to some interesting blogs. For instance, I could join some digital marketing forums. I should also build my own blog, which I am doing now. It is interesting to see whilst I am writing my own blog that I still feel unsure what to write about and how to express myself. Furthermore, I should get a second life and see what it is like to live and experience other people's lives. Other notable things I could do to keep up with the changing digital environment could be to use more e-commerce websites. Using e-commerce websites such as Amazon save time, money and energy looking for a particular product.
Currently, I do not routinely look at news sites such as www.mashable.com or the Guardian newspaper's own media and digital sections. However, I should look regularly at these types of websites because they ciruclate the latest news, trends and stories involving the digital environment.
I have just navigated around the Guardian newspaper's digital section and found it very interesting to read about digital news stories, which included Warner Music's revenue falling 14%. This is predominantly because CD sales continue a steep decline.
This is just one way I can keep abreast of digital issues that are important in my sector. In addition, I could subscribe to relevant marketing and advertising blogs and forums, as well as trade press such as Marketing and Marketing Week. These publications are very good to keep up-to-date with the latest information in my sector and also provide details of the latest jobs on offer. At this time, it is very important to be actively looking for jobs in my sector which I may like as I begin to send my CV off to companies and firms of my interest.
However, digital doesn't come naturally to everyone. In terms of how I can keep up with the changing digital environment, I should immerse myself in the digital environment and actively participate in social networks, for example. I should live in this world which includes Facebook, Twitter and LinkedIn. At present, I do not have a Twitter or LinkedIn account, although, I am becoming increasingly intrigued about opening accounts on both of these social networks.
In addition, I should find and subscribe to some interesting blogs. For instance, I could join some digital marketing forums. I should also build my own blog, which I am doing now. It is interesting to see whilst I am writing my own blog that I still feel unsure what to write about and how to express myself. Furthermore, I should get a second life and see what it is like to live and experience other people's lives. Other notable things I could do to keep up with the changing digital environment could be to use more e-commerce websites. Using e-commerce websites such as Amazon save time, money and energy looking for a particular product.
Currently, I do not routinely look at news sites such as www.mashable.com or the Guardian newspaper's own media and digital sections. However, I should look regularly at these types of websites because they ciruclate the latest news, trends and stories involving the digital environment.
I have just navigated around the Guardian newspaper's digital section and found it very interesting to read about digital news stories, which included Warner Music's revenue falling 14%. This is predominantly because CD sales continue a steep decline.
This is just one way I can keep abreast of digital issues that are important in my sector. In addition, I could subscribe to relevant marketing and advertising blogs and forums, as well as trade press such as Marketing and Marketing Week. These publications are very good to keep up-to-date with the latest information in my sector and also provide details of the latest jobs on offer. At this time, it is very important to be actively looking for jobs in my sector which I may like as I begin to send my CV off to companies and firms of my interest.
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