The article above discusses the changing role of media in
delivering news. At its heart, the article argues that the divide between
traditional news outlets and that of tweets and blogs is blurring. Indeed, a
twitter account and online media presence is de rigeur among today’s
newscasters and media personalities as yet another outlet to disseminate news.
As the routes of media delivery change, what challenges and
opportunities exist for digital marketers? Certainly, respected newscasters
will continue to amplify traditional news, but one wonders whether—or how
much—the role of certain media personalities will have in posting news (or
non-news) stories/tweets that raise the profile of various enterprises.
Advertisers are no longer in an environment where they can depend on reaching a
whole family through a single television ad, but one wonders at the potential
reach of these new and highly fragmented methods of media delivery. Are we in
an era where the sum of many fragmented parts is greater than the former
whole?
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