Digital Directions: Are You Putting the Wrong Product in the Wrong Medium?
1. Dynamic. Web-delivered content is essentially instantaneous and can be continually updated.
2. Two-way (many-to-many). Content flows both upstream and downstream. This attribute, combined with dynamic delivery, has enabled social media, in which readers can interact with content (via comments) and with each other (via discussions), participating in real time.
3. Medium resolution and form factor. Standard screen resolutions of 2 or 3 megapixels is unimpressive when compared to good-quality print, but it sure beats the mobile phone. Laptops and cellular modems have made the traditional Web more portable, though not mobile in the truest sense.
4. Transaction-enabled. Audiences can respond to media and generate an event that may be tied to a revenue event by clicking on an ad or buying a product—including additional content.
5. Personalized. Delivering content through a network of interoperating computers allows for selective content delivery based upon the receiver’s profile. This can increase relevance and, therefore, engagement. However, on the flip side of personalization are the concerns that many have about privacy on the Web.
The mobile device, like the Web, is another digital channel, and shares many of the same key characteristics of the traditional Web, such as two-way, dynamic content delivery. However, mobile is not just the latest, smallest Web browser. Mobile constitutes a new medium as different from the traditional Web as the traditional Web is from print.
1. Mobile. (Doh!) Having a media device virtually attached to a consumer’s hip is a great way to become indispensable. The mobile device entwines itself into our lives more powerfully than the browser ever did.
2. Highly transaction-enabled. A mobile phone device is tied to an account that is explicitly and almost immutably associated with an individual. This account is, in turn, connected to a billing mechanism via a service provider, such as a carrier. This makes transactions more seamless and possibly more secure than Web-based transactions.