“Communication in the digital era” – the title of the paper by Dirk Ziems, Managing Partner of concept m, at this year’s Nonfood Congress 2017.
Suppliers of household goods, kitchen accessories and many other smaller products are facing a problem in the digital age: classic communication is failing more and more to reach consumers, or needs larger and larger budgets, because classic TV no longer functions as an advertising channel as it did only ten years ago. Innovative forms of digital advertising, such as content marketing or influencer marketing, suffer from scatter loss and can even damage brands, if not strategically thought through.
The concept m paper analyses the tensions between classic communication and modern digital forms in detail, and presents numerous examples to show what makes for successful networked cross-media communication and influencer marketing.
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