New Communication Strategies and the Future of Advertising Narration

New Communication Strategies and the Future of Advertising Narration

Murat Koçyiğit
DOI: 10.4018/978-1-6684-6287-4.ch006
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Abstract

Nowadays, almost all consumers use social media platforms. Therefore, many consumers share their brand-related experiences on online platforms. Social media platforms have changed the way consumers communicate. It offers consumers the opportunity to contribute to the debate. By means of online media, individuals are no longer just content consumers. Online media users are both content-producing and prosumer. Hence, the prosumer, which produces the content itself and consumes itself, provides the multiple uses in the mass market. It has a comprehensive impact on the purchasing decisions of other consumers. Developing and changing communication technologies are to provide the development of new communication strategies. Moreover, Web 3.0 technology, the third level on the Web, is used by semantic web consumers. Web 3.0 (semantic web) technologies combine information. Semantic Web improves the web experience and makes it more relevant to their search. Web 3.0 stands out with its ability to share meaning and run useful and entertaining web applications.
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Social Media And New Communication Strategies

New communication strategy and tactics are inseparable. Brands can’t design a strategy without deep, firsthand knowledge of the tactics brands using, and tactics are aimless without a strategy to guide them. Social media strategy should fit with of brand established identity. One of the worst mistakes a new social media marketer will make is to apply the same strategies from the offline broadcast world to the social web. Before brands launch into a social media conversation, should listen. New communication technologies have introduced new communication strategies. New communication strategies and tactics are as follows (Zarrella, 2010; Zyl, 2009; Musser & O’Reilly, 2006; Hall & Rosenberg, 2009):

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