Fiona Ellis-Chadwick on... advertising and marketing in transition
The OU's Fiona Ellis-Chadwick on how advertising and marketing is in transition...
VideoYou need the Flash Player (version 7 or higher) to view this clip - download Flash. http://media.open2.net/bottomline/16Oct2010/fiona_newmedia.flv Copyright open university
AudioSave this MP3 file to your computer You need the Flash Player (version 7 or higher) to use our MP3 player - download Flash. Copyright open university Download What can I do with this?
Advertising and marketing is in transition, and what I mean by this is traditional media was about, is about interrupting our lives, interrupting what we’re doing so we hear the message. New media is about creating a dialogue, it’s a permission-based relationship from which things can develop.
To communicate in this arena you need to understand the challenges, and that’s knowing and watching where your potential customers are, what kind of platforms are they using; are they using SMS, are they online, is it the website, is it blogs? And once you’ve done your research you still need to understand and use traditional marketing concepts to get the message right. When you get the message right you need a balance between the traditional media and the new media, and at that point you can join the conversation.
That’s my view, you can join the debate with the Open University.
Copyright & revisions
Originally published: Thursday, 14th October 2010
Last updated on: Thursday, 14th October 2010
- Body text - Copyright: The Open University
- Video - 1: Copyrighted
- Audio - 1: Copyrighted
If you enjoyed this, why not follow a feed to find out when we have new things like it? Choose an RSS feed from the list below. (Don't know what to do with RSS feeds?)
Remember, you can also make your own, personal feed by combining tags from around OpenLearn.
- Latest OpenLearn pages
- Latest pages by Dr Fiona Ellis-Chadwick
- Latest pages from OpenLearn - Body & Mind
- Latest pages from OpenLearn - Money & Management
- Latest pages tagged Advertising
- Latest pages tagged Blogs
- Latest pages tagged Marketing
- Latest pages tagged Bottom Line
- Latest pages tagged Web
- Latest comments on this page