CREATIVE CONVERSATIONS WITH CARMELO CAMMARDELLA
DIGITAL: THE EVOLUTION
WE KNOW THAT COMPUTER-MEDIATED COMMUNICATION (CMC) IS AN EVOLUTIONARY LINE OF RESEARCH THAT IN THE TWENTIES BROUGHT TOGETHER THE STUDY OF THE CONNECTION BETWEEN INFORMATION TECHNOLOGIES, ALONG WITH COMPUTERS, AND DISTANCE COMMUNICATION.
This type of communication enables human data interaction through one or more telecommunications systems in a network.
CMC interaction can occur through various types of technology and network software, including email, Internet Relay Chat (IRC), Instant Messaging (IM), Usenet, and mailing list servers. All of these modalities allow for significant time and cost savings, facilitating relationships between businesses. This communication can occur in two modes. The first is synchronous, allowing all participants to be online at the same time, while the second, asynchronous, focuses more on what is viewed later, such as a simple email. As early as 2007, FRI was organizing and advancing projects focused on the use of this special mode of communication.
CMC interaction can take place through various types of network technology and software, including email, Internet Relay Chat (IRC), Instant Messaging (IM), Usenet, and mailing list servers. All these modes allow significant time and cost savings, facilitating relationships between companies. This communication can take place in two ways. The first is synchronous, allowing all participants to be online at the same time, while the second, asynchronous, focuses more on what is displayed later, like a simple email. Already in 2007, FRI was organizing and advancing projects focused on the use of this special mode of communication.
The world was created for communication.
Everything around us speaks and tells us something, whether it’s images, words, or even silences. Communication did not originate with the advent of the Internet but has always been the path that has led society to evolve.
The concept of digital communication emerged in California at the end of the 1960s. Its formulation immediately placed the content of the message and its mode of conveyance on a different level. All of this is achieved through an analysis of the context within which one operates and works towards subsequent positioning.
When we specifically talk about Digital Communication, we are aware of its bilateral nature. There is an underlying interaction in the process that involves both the user and the brand, which presents itself to the user in the form of a message through digital technologies.
The change brought about by this type of communication is what has determined the end of traditional and unilateral advertising of the past. It is no longer solely television, radio, and print media but the web, encompassing all forms of interaction and the new virtual realms (metaverse) today.
Having a good strategic plan that encourages the user to take decisive action in their final choice means taking into account all the rules that characterize this form of digital relationship. Communication that is profiled in the right way and respects the guidelines of this reality must always occur on two fronts, both online and offline, where these two points generate equal interaction with each other.
The resulting business model is an expression of a completely new protagonism that sees the message as an opportunity for listening. So, while in traditional marketing, the only true role on the stage was played by the company, in the current digital dimension, the true protagonist is the consumer (buyer persona), and this is the point on which a brand focuses today.
We also now know very well how Digital Communication works. Its strategy involves the creation and structuring of clear objectives that are shareable through positioning based on clear brand awareness, online presence, and direct exponential growth. All of this is achieved through identifying a real target audience. Along this evolutionary line, the creation of specific content becomes a fundamental asset that requires greater attention so that the process of digital communication is successful. It will not be enough to only have a high-quality product on the table; specific content such as videos or images must also be planned, through storytelling that deeply animates the interest of the end consumer. Stimulating interaction with the user is at the core of the Digital Communication strategy. In addition to this, there is the contribution of the use of other forms always connected to the strategy, ranging from paid social media campaigns to email marketing, through the implementation of automated conversations with users, chatbots, and, of course, all the empathic evolutions of social media.
Social media platforms today represent one of the best incentives for creating a community that can generate free exchange of opinions on proposed topics. The concept of community is one of the areas where a brand aware of its growth and positioning must invest the most.
The connection between this investment and the social response is the core of the communication-related business. Furthermore, the advent of digital technology has created greater, often amplified, possibilities to reach anyone through global connectivity.
The process has greatly shortened distances, and any communication timing has multiplied the number of users with whom it is possible to interact through a message in the same instant. This possibility has also eliminated the communication barriers that previously existed between social layers. Today, it is possible to directly interact with a brand and vice versa. This constant communication showcase creates a synergy that increasingly shapes a definitive profile of both the brand and the target it comes into contact with.
Through Digital Communication, companies today can make consumers aware of the same information being directed at them. In this way, the consumer’s experience can become a growth opportunity that targets not only the product but also the communication itself
All of this is achieved through a direct thread that always maintains a perfect balance between the two worlds.