Benefits of Digital Communication This activity is important because the Internet has created tremendous opportunities for companies to forge relationships with consumers and business customers, target markets more precisely, and even reach previously inaccessible markets around the world. Digital communication offers a completely new dimension in connecting with others. There are five characteristics that distinguish digital from traditional communication: addressability, interactivity, accessibility, connectivity, and control. This exercise explores the meaning of these characteristics and how they enhance marketing.
The goal of this activity is to demonstrate your understanding of both digital media and digital marketing, as well as demonstrate the role of digital marketing and social networking in today’s business environment. Roll over the items to read the hints. Match the company actions to the correct characteristic.
a. Procter & Gamble
b. Marketers at Apple
c. Benjamin Moore & Co.
d. NASCAR
e. Apple’s website
1. Addressability
2. Interactivity
3. Accessibility
4. Connectivity
5. Control