Exposure, broadcasting, display are the elements of traditional advertising. But in digital we try to build engagement, interaction, experience and conversation.
Ben bizim yaptığımız işi aslında böyle özetliyorum. İnsanlar ile etkileşim kurma, interaksiyon yaratabilme, bir kullanıcı deneyimi yaşatma ve diyaloğa girme.. Pazarlama iletişimi için ne kadar değerli şeyler öyle değil mi? Ve bir o kadar zor. İşte dijitalin özeti; çok meşakkatli ve çok değerli :)
Mass audiecences can now be identified and targeted very specific. So marketers & advertisers have to learn to make “narrowcasting” instead of doing “broadcasting.”
In digital, brands do not have to put the same message for all people like they had to do in a TV spot. There a tons of different platforms, habits, activities and clearly definable target audiences in digital media. That is why brands need to re-think the mass media routine of broadcasting a message to a very large group of people. Here is a fancy expression for the topic; Narrowcasting.
Narrowcasting is not just about doing research, target the right audience or create a robust digital media plan. It is also about creation of the most meaningful content for the relevant target groups living in digital spaces and best possible execution in an engaging way.
Giving an example; your brand can have a conversation with LA-24 in Twitter, whereas it has a more intimate community in Facebook, a playful character in gaming sites, an ambassador programe via influencer outreach in blogosphere and a corporate face & TOV in a website. These are likely to be a part of your digital strategy. You can do narrowcasting!
Strategy is about doing the right thing. Tactics is about doing things right.
Bilenler bilir. Bizim sektör dolu dolu. Aralarda yazıp, paylaşmak elzem. Hem kendi zihinlerimizde bir çizik atabilmek hem de meraklısına güzel bir şeyler sunabilmek için. Şüphesiz ki lalettayin bir site burası, onu da söyleyeyim. Aklıma geldikçe paylaşırım. Hepsi bu. Ha bi de Türkçe, İngilizce, terminoloji olur, maruz görülsün. Cheers! #firstpost
