Internet and digital a media approach at the heart of communication
Internet. Network-object of all fantasies, the climax of the human connection, source of ecstatic future, well of diffuse fears. The Internet initially defines itself as “the global computer network that makes various services such as e-mail, instant messaging and the World Wide Web accessible to the public, using the IP-Internet Protocol.”
From the technical network to the virtual network
U.S. Air Force Requirements at the World Wide Web
The creation of the Internet is the result of a scientific inventiveness of nearly sixty years, to arrive at the “Network of Networks”. From digital to ICT, from the Internet to the communication society, the changes in the medium, the media and society are at the heart of evolving concepts. For nearly twenty years now, the unprecedented deployment of binary language has led to digitization, that is to say to the transcription and dissemination of data of all kinds, information, in electronic data.
Compressed, hijacked, instantaneous and multi-broadcast, the information no longer seems to know any limits. In just a few years, the gradual democratization of digital technologies has reshaped the global landscape: e-commerce, economic repositioning, sociological changes… In 1973, D. BELL (The Coming of Post-Industrial Society: A Venture in Social Forecasting,” 1976) introduced the concept of “information society”, which was consolidated around theoretical knowledge, based on a new technology of the intellect.
Technical and sociological transitions
Within the media sphere, the digital advent leads to technical transitions, but also, in depth, a change in traditional media content: volume, broadcast formats… Does this mean that the Internet is proving to be a medium for the dissemination of this content, or has the particular form of exchange induced by the network not initiated a media revolution that is still difficult to measure to this day?
From the Internet to the Web, full media power
Initially, there is an internet network, a medium, conveying information, and a “Web” denoting content, the media supported by the network. Quickly, from the support to the container, the semantic shift took place in parallel with a decommissioning of web applications…
At the same time “medium of expression” and “intermediate transmitting a message” (Larousse), the Internet is now receiving the name “media”, after a multi-step evolution, switching from a medium, supporting information ab initio, giving access to one-way sites, most often institutional; evolving into a support of web applications dedicated to interpersonal communication (forum, chat, newsgroup, blog…); before generating the emergence of applications rich in content and interactivity, with the deployment of social networks (or “media”), symbol of the shift of the “one-to-many”, to a true multi-directional communication.
However, the evolution does not stop there. From a “multimedia” Internet, we have been confronted in recent years with the deployment of a mass media that breaks down the sites, the different modes of expression of its actors, integrates applications, becomes truly “porous” and cross media. The portal, the key to access to information, is in turn the search engine or the mobile via its applications, now on its way to connected objects. A vast, homogeneous whole, with multiple content, like an audiovisual media that has many channels, receiving many programs themselves, lulled by an increased interactivity that generates content (“user generated content”). An Internet media that is now part of a true logic of supply.
From digital identity to UX Design
From e-marketing to digital strategy
E-marketing, which can be defined as “a discipline combining all marketing and advertising practices to develop the activity of a website [et ayant] in order to reach consumers in a personal, targeted, interactive way (…) for the lowest possible cost”(tacticweb) has become the new “science” of the Internet and communication. Thanks to numerous studies on Internet use, which allow to establish browsing habits according to the “typical profiles” of Internet users; Like mediametry’s releases, including audience measures, it is quite possible to obtain a pre-constructed vision of a target audience, in order to determine, depending on the target, the marketing strategy to be put in place in terms of information, referencing…
From support UX to cross-media
Without mentioning the exponential possibilities of tools like Google Analytics or Optimize, the work ab initiowebdesigners in particular allows to set up a real program construction, “reading grid” guided by the architecture of the site. This is the whole point of what is now called “UX design”, which must be understood within a global vision of digital identity and brand, and no longer at the heart of a single strategy of compartmentalized support. The experience becomes cross-media.
The media issue of the ultimate media
From media to influence
For nearly a decade, media influencers have considered the Internet to outperform television in decision-making (C. Arcamome, CEO of Fleishman-Hillard France, 2010, “The influence of the Internet increasingly important”, Le Figaro.fr). A resolutely interactive world, the Internet aims to be a space of “delinearization, real-time and interactivity”, revealing a “clean dynamics, which makes [l’internaute] an active partner, empowered and able to become a media agent himself” (C. Vanderdorpe, “Internet, the ultimate media”, University of Ottawa, Le Débat, No. 139, 2006).
To understand it and use all its assets, we must begin to perceive it not as a new medium, but as the ultimate window of communication and marketing, the Grand Tout in which one can in turn be visible or get lost.
By becoming aware of this media issue, the profusion of social networks, accessible media, scattered content on the Internet takes on an apprehendable dimension. Rather than wanting to control everything, the Media approach of the Internet allows to rethink communication by refocusing on its essence: “who says what to whom by which channel, with what [Théorie des 5W] effects”.
Who do you want to talk to, to tell them what, how to tell them, and what effects to expect… A classic media approach that allows you to give yourself back all latitude and overall control of your professional communication, without losing sight of its objectives.
Making sense of the concept of communication today
An original media approach
Behind this word so often overused, it is good to start on a good basis … At the heart of the company’s strategy, above all, communication is above all an exchange between an issuer and a recipient. In a company, communication can be understood as all the techniques and means used to (re)present itself, its activity or its products and services. The objectives may be to improve its image, increase its notoriety or increase contacts with potential customers.
Communication is message that needs to be received
We all have in mind speeches that are certainly engaged but do not find their target, or whose audience does not generate a reaction… Can we consider that the message is really “passed” in the absence of any reaction? Indeed, to enter into a real situation of communication – and therefore, communicate about your company efficiently, the recipient must indicate the correct reception of the message, and how he perceived it, through a reaction, a feedback.
Communication is two-way
Without this return, it is impossible to talk about “communication”, the unidirectional will struggle to make its mark… The passive receiver, does not soak up your message. In order to maximize the chances of a good reception of your communication, it must address all the senses of your recipient, take into account its habits, its receptivity, its constraints. Good communication will therefore begin with the definition and implementation of a real strategy, allowing to select and sequence the chosen messages, subtly distilled to your audience.
By taking time for reflection, you minimize the risks of diluting your message and engaging in costly marketing actions with no discernible result. In addition, beyond the “standard” feedback, taking into account the perception of your recipients is an incomparable asset in order to refine your strategy and adjust it so that it hits its target.
Communication, a strategic construction point by point
Define and qualify your targets
Communication is a tool for salespersons. In this sense, the definition of clear and measurable objectives is an indispensable prerequisite, as well as the sufficient characterization of your offer, its competitive environment, your market… Thus, before developing the content of your message, it is necessary to define your targets: potential customers, partners, prescribers, active community… Depending on the message may be slightly adapted, without betraying the values of your brand, because in the age of internet cross channel and porous, it seems tricky to close the hatches of its targets and hope that such segment will not “see” the communication made to the attention of another segment of the audience …
As seen before, determining your goals is an essential step. It is modelled on your business objectives, which it serves. However, it must be translated into numerical and measurable digital strategy objectives, in order to adapt the budget and the time to spend on it. Do you want to increase your notoriety, your visibility or to retain, involve your customers or increase the frequency of purchase of your company? Only you can define these objectives precisely. While adapting to the day-to-day reactions of your audience, it is important to stay on course with your goals: digital sirens have quickly distracted you…
Building the message
Depending on which target you want to hit and the goal you want to reach, you can now build your message. It’s important to spend time on it to make it adequate with the responsiveness of your audience, while being built in line with your company’s competitive values and advantages. Who can the most can the least… In a context of over-solicitation of your audience, the message must be built and distilled can gradually during the year, being present enough not to be forgotten, and being absent enough not to saturate your target.
In this sense, it is essential that your recipients understand from the very first moment that the message received comes from your company, your brand. The more immediate the identification, the more likely the speech will be received. This can be seen depending on the tone used, the editorial line, the graphic charter used on the visuals, … Beyond the logo, the brand DNA works in a subtle way, as time and communication is carried out…
Gradually, as a watermark, you reveal who your company is, the values carried, your potential… and seduce your customers.
Define a relevant cross-media strategy
An augmented media universe
Today, the world of communication, the media world in the broadest sense, is multiple, plural, eclectic and segmented. From traditional media to events, the “contact palette” is rich and colorful. Among the traditional semi-digitalized media, the print media in the broadest sense (magazines, newspapers, trade magazines, etc.) has a strong impact but a measure that is difficult to estimate. Radio allows particularly local advertisements that impact in driving situations.
Television remains the media of reference, the visual impact linked to the omnipresence of the position, especially via televisions connected to ambitious formats, at the center of family attention. In large format, cinema, advertising display complete the panorama. When it comes to the web, we are more likely to talk about advertising formats than about the media itself. Traditional media have their own web counterpart (online press, webradio, YouTube playlist, Google AdWords campaigns…). A vast and open space that should be tamed, however, beyond social networks.
Bringing people to the heart of contacts
In addition to the screen and the device, the presentation is an interesting communication axis. Indeed, if the brand is already well positioned in its environment, its “human” and warm presence has a significant and complementary impact. Events, trade shows, conferences… Judiciously chosen and staking out your communication plan, they will give you an undeniable boost. However, they are ineffective during a first exposure to the brand. In addition, targeted and segmented tracking of mailings and other newsletters, advanced communication interface of the chatbot type, mobile applications… complete your strategy.
Channels to use wisely, in creating a brand ecosystem, with a comprehensive approach to use them according to your goals and targets set out in your communication strategy. It should be noted that there is no channel to favour, but that the entire communication must be strategically oriented towards the appropriate (complementary) channels in terms of the maturity of the brand and that of the intended audience.
Is Digital really a world apart?
At the heart of a widely deployed semantic web, and a web dedicated to connected objects that tends to emerge, digital has introduced the standard of bilateral over-solicitation : If the implementation of your digital communication allows you to reach your target and communicate wherever it is, as real, the reciprocal is true. Thus, beyond the issuance of the message, no longer allows the only reception or reasoned interaction, but will help to issue the reverse flow, an element to be absorbed internally, to process the requests of prospects, customers, loyalty, maintain this link both strong and fragile.