Digital media Marketing Communications / Marketing communications

Digital media Marketing Communications

Digital Marketing: Don't Miss the Forest for the TreesDigital marketing is less about planting discrete digital touch points (the trees) than it is about transforming marketing as a whole (the forest).

Adults in the United States spend an average of 14 hours a week online. In Japan, people log on for 18 hours each week, and in China's metropolitan areas, people spend a whopping 20 hours a week online.Figure 1: How much time do people spend online compared with other media? Add in the time we spend on the mobile Internet with devices such as smartphones, and those numbers are even higher. The amount of time we spend online is enormous, equal to or more than the time chalked up to watching television or reading newspapers (see figure 1).

Digital marketing is still in its infancy—the trial-and-error stage—but consumers are way ahead, expecting real and relevant interactions.

A closer look reveals a more significant shift. While watching television, up to 60 percent of us are multitasking—using computers, tablets, or smartphones to browse the Web, check email, or visit social networking sites such as Twitter or Facebook. The digital devices that support that shift generate a new dependency. In fact, a recent study in the United Kingdom reveals that 66 percent of people have become psychologically dependent on their mobile devices, giving rise to disorders such as nomophobia—the fear of being separated from your mobile device (short for no-mobile phobia). Clearly, our need to feel connected is powerful.

Figure 3: Many executives remain uncomfortable with user-generated content and social marketingWhile television's total advertising market share is still healthy with a 3 percent increase between 2006 and 2010, the attention we pay to traditional channels such as television, and especially to traditional advertising on television, has shrunk dramatically. To keep up with these trends, companies are reaching out to consumers on more modern channels. We call this digital marketing, and it is no longer an option but a necessity.

Figure 2: Community management is often the weak point in digital marketing Figure 4: Three stages in a marketing transformation

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by russnaturalist

You could develop some skill and experience by offering to organize and promote an event for your current employer.
Otherwise you can offer to do same for another NPO of your choice. larger NPOs have publicity/communications/marketing committees comprised of staff/board/volunteers.
PR: if you can write, multitask and have attention to detail, you can do PR. basic PR is forulaic: get the facts (who what when where why how and how much$)and write press releases, web pages, submit articles, arrange interviews w/ media, talk to civic groups etc. helpful skills include digital camera work & basic PhotoShop, PowerPoint and Publisher or PageMaker software

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