MAS110 Sem 2 2012 - Lab 14

Digital Media Convergence:
Advertising & New Media

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Digital media convergence; a defining trend of the modern media environment, a process which can be seen to not only transform our technological, social, political, cultural and economic worlds, but also emphasis the “intersection of distinct media and information technology systems that have previously been thought of as separate and self-contained” (Dwyer, 2010: 2). New media has reshaped advertising and has created a whole new world for the media industry to produce and engage their audiences. The shift from analogue, one-directional media, to digital media that can be accessed and engaged with by consumers in multiple ways, has allowed for an ease in the flow of information, moving from one platform to another, across the world, almost instantaneously. 

Advertising In Convergent Media

In the new millennium market consumers are more individualized, differentiated and flexible.  New media has allowed for advertisers to cater for these particular consumers, with the opportunities digital media provides to them. "One of the main synergetic strategies for cross-media work is to get more news published on more media platforms, with the same, or fewer resources" (Erdal, 2007: 78). With this drive behind digital media convergence, advertisers are able to take advantage of these ever-expanding linkages between media platforms and get their messages across to consumers in the most technological and economical way possible. 

"Media owners in the twenty-first century strive to continuously expand their output across media platforms" (Dwyer, 2010: 3)

Today, advertisers have little to no option than to target their selected audiences through new media - the internet has become the fastest growing medium recorded, and with that growth, advertisers need to mould and change the way in which they use media platforms, to have more internet based engagement with consumers. Dior, for instance, a luxury french goods company, specialising in leather goods, fashion accessories, jewellery, fragrance, make-up and skincare products, to name a few, is seen as an exclusive women's orientated designer brand - making the way in which they advertise their products crucial to the success of their brand. Dior, and advertisers alike, must understand that when marketing, not just consumers attention has to be reached, but consumer behaviour as well, put simply, consumers interact differently online. The majority of Dior's marketing efforts are placed within their website, where their targeted consumers go to engage in the latest products and offerings of this brand. With this said, magazine advertising for Dior is also another crucial way in which their brand receives exposure, the utilisation of 'old' print media and new digital media, allows the brand to reach their market specifically and operate with their consumer's behaviour - almost perfectly emphasising the idea that:

"Convergence does not simply generate new media. It opens up new possibilities for 'old media'" (Burton, 2005: 118)

With the added ability for magazines to also be viewed on mobile devices such as Smart Phones, iPhones and iPads, to name a few, advertisers can further interrelate their soft copy advertisements with their online media advertisement efforts. Allowing customers to easily shift between the two media platforms, to ultimately seek the information/content they desire - all in all allowing consumers to generally select what marketing efforts they engage in, revealing the breaking down of barriers that once were one-directional media, as a direct result of media convergence. It is the linking of old and new media that creates for an effective advertisement, it can be argued that one cannot work without the other, and it is the building upon past media forms and platforms, that new ones are found. "Some of the newer digital agencies that specialise in Internet advertising may develop interactive messages better than traditional agencies, yet lack the branding skills of traditional agencies." (Sheehan & Morrison, 2009).

Dior Addict Extreme

New Product Launch/Short Film

Main Developments Behind Advertising & New Media

Main developments behind advertising and new media can be seen to have risen from the efficiency and cost effectiveness of these new media forms. It is cheaper to develop a marketing budget for the production of one advertisement that spreads virally through the internet platform, than to buy multiple spaces within traditional media forms. By placing product campaigns such as Dior Addict, visible above, on media sharing sites at YouTube, consumers have the ability to view it from any desired location and ultimately circulate it through society, spreading the marketing campaign of the product beyond the efforts of the advertisers.

Through the ‘viral campaign’ phenomenon, it becomes evident that the media industry and advertising, through the use of online tools, is revolutionary. Advertisers today launch their ad campaigns on the internet with the goal of consumers interacting with their adverts and incorporating them into their own social networking. According to Merrin, broadcasting “has been transformed by digital technology in their production, distribution and consumptions, and they have had to adapt their business models to find new ways to monetize their products and reach audiences whose behaviour and expectations have fundamentally shifted” (Merrin, 2009). Merrin suggests that with the changes in social and cultural behaviour, due to online digital media, advertisers have to appeal to their audience and consumers in general.

Today, “advertisers can use stories to help connect people to the brand in new and exciting ways” (Sheehan and Morrison, 2009). In retrospect of Sheehan and Morrison’s view point, Dior created a ‘viral campaign’ through showing consumer’s what it is like to be iconic and through purchasing their elite product, consumers can share this value and alike themselves to the iconic women present within the ad campaign. 

Conclusion

Thus said, it is clear that modern day advertising has not only excelled but expanded with the technological improvements of digital media. Once one-directional, non-engaging methods of advertising, can now be seen to be consumer driven marketing - giving targeted audiences the power to interact and bare witness to advertising efforts of businesses as they please. Ultimately through new digital media and platforms available for both consumers to use and marketers to advertise through.

Louise Paolucci 42460123

Alana Lucci 42885639

References 

Unit readings:

• Dwyer, T. (2010). Media Convergence. Berkshire: McGraw Hill. pp. 1-23.
• Erdal (2007). As referenced in: Dwyer, T. (2010). Media Convergence. Berkshire: McGraw Hill. pp 3.

Books:

• Burton, G, (2005) Media and Society: critical perspectives, Maidenhead: Open University Press.                   

Recommended Reading List:

• Sheehan, K.B & Morrison, D.K. (2009) Beyond Convergence: Confluence culture and the role of the advertising agency in the changing world. Creative Commons Attribution, Volume 14, No.: 3.

Additional Readings:

• Merrin, William. (2009) Interactions: Studies in Communication and Cultures,  Media Studies 2.0: upgrading and opening-sourcing the discipline, Swansea University, Volume 1, No.: 1, pp. 17-34.