Introduction
Consumers want to have a conversation with your organization. In traditional media, we used to start the conversation with our target audiences via billboards, ads, direct mail, and so on. In digital media, our target audiences start the conversation with us.
Technology Mediates the Conversation
Your digital properties, like websites, blogs, and social media channels, are “open” 24/7. Customers are interacting with your content around the globe at any hour of any day. Further complicating matters, the technology they use to access that content changes their experiences. Think about viewing a website on a laptop, or a blog on a mobile phone, or a Facebook page on a tablet. The conversation changes as the format and context shift. ...
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