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The Daily Slice

Digital Marketing? Convergence and Convergence Culture? Transmedia

This blog seeks to inform on ideas , trends and best practices but  it also seeks to provide a contextual framework for digital convergence , the behaviours , trends in consumer uptake of technology and their effect on communications and marketing.

So what is Digital Marketing?

Is it a website,  a media campaign, a banner ad or pay per click?, rich media ?  Is it  an email campaign,  mobile campaign or maybe a microsite, SMS or Intelligent Voice Messaging (IVM)? consumer generated content ? What  about blogs, Twitter, Social Media Networks such as  Bebo,  Linked-in, e-acadamy, myspace  and Facebook, or Web2.0 dynamic, distributive content-driven websites. Does it include optimized keyword searches (SEO),  SEM , SSM , Digital PR or tacking buzz ? Is it e commerce, widgets, or mobile location-based marketing?

Digital marketing is all of the above – born out of the information age  at the end of the 20th century  it’s simply marketing in the digital age; a hyper connected world  where technology provides no barriers  for entry for instant communication, publishing and expression of ideas and needs and platforms whereby brands can interact in the daily lives of their consumers. Consumers have  become increasingly connected, as convergence and “always on” connectivity become increasingly mainstream and part of daily life , new important channels of communication are opening to marketers.

Communicators and Marketers have now gained the ability to enhance, empower, interact, converse and otherwise live within ever deeper segments of consumers’ lives. These are relationships that the go far beyond the reach of traditional media, the age of take it , ignore it or leave it marketing.

In the 21st century, the relationship database, the social eco system in which a consumer navigates and the inherent behaviours of convergence culture are the marketplace. The key to deeper consumer engagement and  understanding lies in the sophisticated use of key consumer data points and intelligent use of these data points.

Digital marketing is not digital for the sake of digital but an application of established marketing practices  re-thought or re engineered in the digital world. Then applied as performance based marketing , real time marketing and these day in the social relationship. It is all about permissioned based, personalized, persuasive and at times pervasive consumer engagement.

This blog is published and maintained by John Horniblow AKA BladeDigital ™ : On the Cutting Edge