Digital Media

Consumers today spend less time on live TV and engage simultaneously across multiple screens. Messages are absorbed from varied media. As engagement splinters, the concept of lead and reminder mediums for communications becomes questionable. Furthermore, old communication models i.e. AIDA and DAGMAR, which assume customers move through a sequence of conscious and discrete mental events before making purchasing decisions, don't account for the subtle neural rewiring that is taking place within consumers in the digital age. Social media, smart devices and digital platforms are altering the way we interact with news and entertainment. A complex media ecosystem will amplify communication ideas in the future. Content too is getting digitally embedded in objects and products. Brands need to get social by investing in their digital personas, engaging customers in two-way conversations, and fostering loyal communities.

Consumers today spend less time on live TV and engage simultaneously across multiple screens. Messages are absorbed from varied media. As engagement splinters, the concept of lead and reminder mediums for communications becomes questionable. Furthermore, old communication models i.e. AIDA and DAGMAR, which assume customers move through a sequence of conscious and discrete mental events before making purchasing decisions, don't account for the subtle neural rewiring that is taking place within consumers in the digital age. Social media, smart devices and digital platforms are altering the way we interact with news and entertainment. A complex media ecosystem will amplify communication ideas in the future. Content too is getting digitally embedded in objects and products. Brands need to get social by investing in their digital personas, engaging customers in two-way conversations, and fostering loyal communities.

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