10 Benefits of using interactive media in a globalized environment
Today, advances and technological advances have contributed to that people are increasingly connected and interconnected. The emergence of the Internet has led to the opening of markets worldwide; expanded access to information products or services and facilitated media convergence that seeks integration of various media, in order to meet more effectively the needs of users.
Today, companies face continuous changes in an environment increasingly competitive; because of the ease with which flows and information is exchanged. The consumer is more empowered and can participate more actively in the buying process – selling a product or service, which represents a golden opportunity for companies to make their marketing campaigns; using existing means.
Then the benefits of using interactive media to design plans and corporate communication strategies will be explained; within a global context:
1- Access: With only a computer with Internet access, you can have any kind of information available; from anywhere, 24 hours a day, 7 days a week, 365 days a year.
2- Time savings: The global market is constantly evolving and changing. So, all the events that occur there are characterized by requiring a response or urgent and immediate solution. In this sense, through interactive media (e-mail, sms, mass calls, chats, etc …) can carry out a communication that allows messages to be sent and reach the recipient instantly.
3- More economical: Post a message on the Web, using interactive media, it is cheaper than spreading a message through traditional media; therefore, they tend to be widely used for promotion and advertising of products and / or services. Similarly, operating by automating processes and have less to other means maintenance costs are reduced.
4- Market Expansion: Technological globalization has enabled interactive media can access local, regional, national and international markets. The borders have vanished and distances have become smaller and smaller; so, interconnection between countries through the Internet, has led these media can expand their reach to have a global influence.
5- Media Convergence: It involves the integration of various traditional media (radio, television, press, etc …) into one; in order that it can transmit information or a communication message in different ways and in the most efficient way possible.
6- More active participation: The phenomenon of globalization has allowed the development of interaction mechanisms that manage to maintain contact and have better communication with others. Through media such as chat, forums, virtual communities, social networks, blogs, suggestion boxes, etc …; you can have a constant exchange of knowledge and media content.
7- Increased knowledge of customers: Through the creation of databases, you can obtain and record valuable information; to evaluate the behavior of people. Also the use of interactive media has allowed conducting market research; they can identify the needs of people and consumption patterns in society.
8- Segmentation: Is the identification and division of market into groups of people who have similar needs. These related and homogeneous interests make a segment is different from all others; therefore, everyone has to be treated differently commercially. In this sense, in the market, the main feature of a segment of buyers is looking for a product in a set of common attributes.
9- Customization: The phenomenon of globalization has made companies are facing greater competition. Therefore, it is essential individualization of communications; in order to create loyalty campaigns that allow organizations to maintain a direct relationship with its customers. Also, to customize messages, you can obtain comparative advantages over competitors; which contribute to communication between the company and its clients, more effective.
10- Easy monitoring: Internet allows us to measure the impact of all marketing and communication strategies; a comfortable, simple and practical way. Similarly, it provides real – time statistics; to evaluate the performance and analyze changes in consumer habits of users.
Only companies that adapt effectively to these conditions, you may get the differential advantages that allow them to survive in a globalized market.