Digitial Media Convergence
Discuss the impact of digital media convergence on advertising and new media
The new form of advertisements has turned up basing on new media carrier
 |
| Starbucks Mobile Coupon with QR Cde |
In recent decades, the basic communication function of mobile devices has gradually faded as development in smart phones and network technology such as WAP, 3G have taken off. Mobile phones are an immensely popular platform of digital media and have been successfully used in the mobile advertising industry (Spurgeon 2008). In recent years, more and more advertising agencies and businesses have used mobile advertising as their new marketing strategic direction. QR codes (Quick-response codes) advertisements are found everywhere in recent times, even on the posters on bus and train station walls. Although QR codes can be seen on paper and web pages, what people must do is scan the codes with a special app that they have downloaded onto their smartphone. Thus, QR codes can be thought of as a great example of the application of digital media convergence on advertising and new media. When people scan them, QR codes can be converted to links, text messages or videos. Staff can scan the mobile barcode coupon directly from customers’ mobile phones to facilitate the customers, in the past consumers had to bring hard copy coupons to the restaurant; “They are great because I love McDonald’s and the QR code they provide pulled me back in to make a purchase using that coupon, that was a very simple bonus.” Regina Walton, a fastfood lover said. With the advent of technological development advertising agencies have been forced to make all kinds of media such as print and billboards, clickable and interactive. Advertising agencies are now using this for content sharing through digital media convergence.
A growing trend in collaborations between advertisers and new media companies
Weixin(WeChat), which has become one of the hottest mobile social apps for instant communication was launched in 2011 by Chinese Internet communication conglomerate, Tencent. It is available for most smartphone systems and supports mobile instant communication via traditional text message, voice chatting (one person or group chatting), image and video sending. From January to November in 2011, Weixin’s user increased to 50 million, thus, a number of brands and campaigns have participated in it as a way to sustain brand intimacy with consumers, including Starbucks.
In Starbucks’s first campaign, which was available from 28th August to 30th September, Weixin users could get a wake-up music call from Starbuck’s Weixin account depending on what emoticon they send to them (as the picture below shows)
This campaign was highly appreciated by a lot of users, receiving over 3000+ comments and around 9000 retweets quickly on Starbucks weibo, which is regarded as the Chinese twitter.
Spurgeon (2008) mentioned that a co-branding entertainment alliance was formed between –Nike runners and the Apple iPod. Nike users could build a profile to set their own personal running goals and even compare with other Nike+iPod users. “Forums allow community members to ask ad answer questions about the product, as well as share a passion for running” (Spurgeon 2008), the phenomenon of branded entertainment alliances between advertisers and new media companies, has no longer needed to rely on traditional advertising patterns, which are limited by location and time. They let advertisers create an interactive and fascinating platform with consumers and young, new media users. Starbucks is actively applying innovative new media elements to successfully retain the loyal consumers and attract new customers as an example of a branded entertainment alliance which has used new mobile media + QR codes to be its brand promotion pattern. This new advertising pattern not only conveys Starbucks latest news to consumers directly, but also gradually developed a new consumer habit, which is important to enhancing brand image, thus, also having a significant impact on digital media convergence.
“It explored new consumer touchpoints and new promotional alliances” (Spurgeon 2008). This co-branded campaign also can be understood as the reflection of the trend in today‘s modern society of media, which is what digital media convergence exemplifies.
The impacts on advertisers
As the emergence of the new media and its growing development, as for advertisers, they have more choices of medium carrier than those they used to have. Thus, the advertisers should adapt traditional brand spread pattern to new digital media convergence.
- According to the different products, services and target consumer group to select a suitable medium carrier and advertising format. For instance, advertising laptops for white-collar workers; the advertiser could place advertising in office buildings, which have a high proportion of white-collar workers.
- Taking advantage of new media has contributed to perfect marketing communication and obtains the advertising effects.
- Increases the acquisition, collect the customer’s data when they download the mobile app and every time they make a purchase.
The impacts on target audience
- Active participation. Take internet advertising as an example; basically, all the audiences are the target audiences (as long as they click).
- To some extent, the new media advertisements attract more audiences (the consumer). For example, people might see lots of advertising posters plastered on subway station walls.
In conclusion, with the growing development of new medium carriers, more and more new advertising format have emerged. Using mobile devices such as a smart phone or an Ipad as an advertising platform has become a trend of commercial brand advertising. It urges customers to develop an engagement with advertiser, through visiting the stores regularly and interacting with the brand frequently. Moreover, as Dwyer said “convergence refers to process, not an endpoint” (2010), the trend in collaborations between advertisers and new media companies shows that advertising will always revolve around the process of digital media convergence.
Reference:
Reading from the Reader:
Dwyer, T, 2010, Media Convergence , McGraw Hill.Berkshire
Spurgeon, C. (2008) Advertising and New Media, Oxon, Routledge, pp 24-45.
My own research:
Berkley, H. (2007). Marketing in the New Media. Self-Counsel Press.
Calder, B.(1998) ‘ New Media Interactive Advertising vs. Traditional Advertising’ , Journal of advertising research pp 23-31.
Kunur Patel , 02, January, 2012
“Why Marketer love for QR Codes Is Not Share by Consumers”
Lu Heng , 29, Aug,2012“Weibo Wednesday: Converse on the road, Starbucks get Weixin”
Spurgeon, Christina L. (2005) Losers and lovers : mobile phone services advertising and the new media consumer/producer. Journal of Interactive Advertising, 5(2).
Recommend reading :
Sheehan, K. and Morrison, D. (2009) Beyond convergence: Confluence culture and the role of the advertising agency in a changing world. [online]. Available at:http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121 [Accessed 30th August 2012].
online video:
A Demonstration Clip of myStarbucks App
By Yue Yu
42925711
No comments:
Post a Comment