Discuss about the Digital Communities Strategy.
Communication is nothing but the systematic process of exchanging necessary information and ideas based on which both the sender and receiver can interact with each other. At the current era, mass communication has expanded their widespread wings throughout the World. Mass communication enables to multiply the messages beyond going any particular geographical boundary with the help of various medium. The primary purpose of implementing an effective communication strategy is to make a strong connection among various communities. This particular study has primarily focused to deal with multi-platform communication strategy. Multi-platform communication is one of the major parts of mass communication. Two different multiplatform communication tools have been decided to be chosen. Based on the two different multiplatform communication tools the study has focused to point out various impacts of multiplatform communication strategy.
In the current era, the use of multi-platform communication media has become a necessity for increasing the wide spread wings throughout World. Professional communicators while expanding their business worldwide need to know how to utilize various media platform in order to make an effective communication with the people of different community (Antonio, Grimaccia and Mussetta 2012). When a business organization intends to launch a new product, the marketing managers have to utilize the popularity of media in order to draw the attention of the people from different community. At that time, this particular business organization intends to use multi-platform communication strategy for creating a market demand on their product. With the help of multiplatform communication, strategy has been used mainly to draw the attention of different community people (Bechmann 2012). People of different culture and attitude belong to a particular community. Some of them are very much advanced in technology and some is not that much familiar to use the utility of online media platform.
The key role of a professional communicator is to reach the doorsteps of every kind of target people. In this situation, multiplatform communication strategy has been used to deal with the people of various culture and attitude (Candel 2012). In addition, while promoting a new brand business organizations aims to reach their products in various remote areas. Therefore, online platform is fruitful for the advanced people, especially for the young generation. On the other hand, offline media platform can easily draw the attention of middle aged and old aged persons.
Multiplatform communication strategy is constituted with two major tools primarily that include online communication platform and offline communication platform. With the help of online communication platform, the communicators intend to draw the attention of different community people belonging from various geographical areas (Del Mar Grandío and Bonaut 2012). On the other hand, offline communication platform is used for the regional community primarily. For an example, most the Asian countries have still remained under developing. While promoting a business product in those under developing countries, marketing managers intend to utilize the platform of offline media such as radio, television, newspaper magazine, banner, hoarding, signboard and so many.
Online communication platform:
Among the online communication platform, the professional communicators primarily intend to use the popularity of social media in order to draw the attention of various different communities. Among the social media platform, the name of facebook, twitter, instagarm are most prominent (Friedrichsen and Mühl-Benninghaus 2013). With the help of facebook and twitter, people of various remote areas are able to keep a constant relation with each other. Numerous business organizations like to utilize the platform of facebook by providing online advertisements. People of different countries get the opportunities to see this advertisement (García-Avilés 2012). As a result, their brand does not remain restricted within a particular regional area. This is one of the most effective ways to promote a new brand. Social media is one of the most popular platforms based on which various business organizations can reach their brand in the international market. Young generations are the fervent users of facebook and twitter. Ghanam, Maurer and Abrahamsson (2012) stated that most of the countries of Australia, UK, US intend to utilize the popularity of online media. Due to the technological advancement, the people of these countries are well acquainted with social media platform.
Off line communication platform
Among the offline television platform the use of television is most prominent. Television has been considered as a mass communication that can multiply the messages. People of different areas come to know about the new brands and products. Business organizations generally intend to promote their product through television advertising. Most of the renowned organizations tend to pay for prime time so that their new product can draw the attention of most of the people. Goyanes and Dürrenberg (2014) opined that middle-aged persons are the prime users of television. Therefore, business organizations can easily utilize television in order to draw the attention of target customers.
Multiplatform strategy has been used primarily in order to engage the people for making an effective communication (Guerrero, Diego and Pardo 2013). In case of any business organization, business experts like to follow multiplatform business strategy in order to draw the attention of people from various culture and background. The ways that multiplatform strategy can be applied are as followed:
Customer centric strategy rather than the platform centric:
One of the biggest reasons of using multiplatform strategy inside the organizations is to impress different kinds of customers. Various business organizations intend to use multiplatform communication strategy for drawing the attention of different kind of people (Korda and Itani 2013). People from 18 to 34 age group are mainly comfortable with online media. Therefore, business organizations like to use social media such as facebook, twitter for increasing the attention of young generation primarily.
Creating a consistent and integrated attention:
When a business organization intends to maintain a promotional activity, the business experts tend to use multiplatform media in order to quench the thirst of target consumers. As per the consumer behavior, people want to gather a detailed knowledge and information about a particular product before purchasing it (Lin 2012). Media is one of the most effective platforms based on which people of various cultures and background can come to detailed information about this specific brand. Therefore, multiplatform media is able to create a consistent attention in between the communicators and receivers.
Understanding demographic differences
Professional communicators like to segregate the multiplatform media as per the demographic market segmentation. Demographic market segmentation has been conducted according to gender, income status and age group of people. While launching a new business in a developed country like Australia, the business managers would like to segregate the market as per the income level of target consumers (Micó, Masip and Domingo 2013). The media has been utilized based on the age group. For an example, off line media such as television, radio, newspaper, magazines are primarily useful for the age of above 40 people. On the other hand, social media platform has been used for 18 to 35 age group primarily.
People get high benefits and facilities by using multiplatform communication strategy inside the organization. Before purchasing a product from a particular organization, the target customers can come to know an in-depth overview about this particular product. As a result, it is beneficial for both the organization and the customers. At the same time, this communication strategy is not devoid of some of its negative impact as well. However, in this part, both the positive and the negative impacts of multiplatform communication strategy have been discussed in detailed.
To make an effective communication with the people
By using multiplatform communication strategy, both the sender and receiver can make an effective interaction with each other. While promoting a new product business organizations like to create a public forum in the new media platform (Sørensen 2013). Through this particular public forum both the service providers and the receivers are able to maintain a communication. Consumers are free to know their feedback about the product and service system of the company. In addition, they can make a complaint as well against the service system. Service providers on the other hand intend to change their business strategy as per the feedback received from the customers. In case of off line media, the business organization receives the feedback being delayed. With the help of off line media, consumers cannot get the opportunity to communicate directly with the organization. In spite of that it is undeniable that people of various culture and background are able to make an effective interact with the help of multiplatform media.
To unite people in a huge platform
Multiplatform communication strategy is able to unite people in a huge platform. For an example, if a business organization intends to give an online advertising in social media platform, this organization is able to create the attention of a large number of people at a time. They get the scope to receive numerous reactions from various people with the help of ‘like post’. Apart from clicking at the like button, people are to make comment on the same page. Organizations use to receive a million of comments in a same platform (Lin 2012). This particular feedback is very much helpful for the organization as well.
They get the opportunity to change their business strategy in order to satisfy the needs and demands of the customers. In case of offline media platform, the type of maintaining unity can be considered in a different way. While showing a television advertisement people of various culture and attitude watch the same advertisement. From that perspective, it is undeniable that multiplatform communication strategy is definitely able to unite a large number of people in the same platform.
Harmful for students:
Both the offline and the online communication platform are harmful for the students as well. Especially online media platform renders addiction on the mind of students. They become addicted in piracy activities. As a result, it indirectly hampers the society.
Scope to promote propaganda:
Business organizations with the help of multimedia platform intend to involve in propaganda while promoting their business (Sørensen 2013). While preparing the concept of advertisement, business experts like to use numerous epithets. With the help of these epithets, they can easily manipulate the customers. People generally intend to pay their attention to purchase the product by getting tempted from the colorful advertisements.
Conclusion:
This particular study has provided a detailed understanding about the importance of multiplatform communication strategy for maintaining an effective interaction in between the sender and the receiver. At the very beginning, the study has provided a clear concept about the multiplatform communication strategy. Among the various media platform the importance of offline media and the online media has been discussed in detail. Social media such as facebook, twitter have been considered in the category of online media. On the other hand, among the off line media platform the impacts of television for drawing the attention of people are most prominent. This particular study has focused to highlight both the positive impact as well as the negative impacts.
Reference List:
Antonio, P., Grimaccia, F. and Mussetta, M., 2012. Architecture and methods for innovative heterogeneous wireless sensor network applications.Remote Sensing, 4(5), pp.1146-1161.
Bechmann, A., 2012. Towards Cross-Platform Value Creation: Four patterns of circulation and control. Information, Communication & Society, 15(6), pp.888-908.
Candel, R.S., 2012. Adapting Public Service to the Multiplatform Scenario: Challenges, Opportunities and Risks. Hamburg: Hans-Bredow-Institut.
Del Mar Grandío, M. and Bonaut, J., 2012. Transmedia audiences and television fiction: A comparative approach between Skins (UK) and El Barco (Spain). Participations: Journal of Audience & Reception Studies, (9), p.2.
Friedrichsen, M. and Mühl-Benninghaus, W. eds., 2013. Handbook of social media management: value chain and business models in changing media markets. Springer Science & Business Media.
García-Avilés, J.A., 2012. Roles of audience participation in multiplatform television: From fans and consumers, to collaborators and activists.Participations. Journal of Audience and Reception Studies, 9(2), pp.429-447.
Ghanam, Y., Maurer, F. and Abrahamsson, P., 2012. Making the leap to a software platform strategy: Issues and challenges. Information and Software Technology, 54(9), pp.968-984.
Gligorijevic, B. and Luck, E., 2012. Engaging Social Customers–Influencing New Marketing Strategies for Social Media Information Sources. InContemporary research on e-business technology and strategy (pp. 25-40). Springer Berlin Heidelberg.
Goyanes, M. and Dürrenberg, C., 2014. A taxonomy of newspapers based on multi-platform and paid content strategies: Evidences from Spain.International Journal on Media Management, 16(1), pp.27-45.
Guerrero, E., Diego, P. and Pardo, A., 2013. Distributing audiovisual contents in the new digital scenario: Multiplatform strategies of the main Spanish TV networks. In Handbook of social media management (pp. 349-373). Springer Berlin Heidelberg.
Korda, H. and Itani, Z., 2013. Harnessing social media for health promotion and behavior change. Health promotion practice, 14(1), pp.15-23.
Lin, T.T., 2012. Cross-platform framing and cross-cultural adaptation: Examining elephant conservation in Thailand. Environmental Communication: A Journal of Nature and Culture, 6(2), pp.193-211.
Micó, J.L., Masip, P. and Domingo, D., 2013. To wish impossible things* Convergence as a process of diffusion of innovations in an actor-network.International Communication Gazette, 75(1), pp.118-137.
Sørensen, I.E., 2013. Channels as content curators: Multiplatform strategies for documentary film and factual content in British public service broadcasting. European Journal of Communication, p.0267323113504856.
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