1.
Communication in a Changing Landscape
Bolaji Okusaga

2.
1. From ‘Mass’ to ‘You’ Media

3.
Communication Using Traditional Media
Marketing
communication
message was designed
to reach as many
people as possible.
Mass marketing
campaigns not only
treated all customers
as if they had the
same needs and
wants, it focused on
the product, not on
the potential buyer.
Mass marketing a
product means
stocking the same
shelves across all
stores with the same
product and alerting
potential customers in
the same way.
The underlying
assumption was that
the availability and
choice of products a
company offered
consumers was the
principal determinant
of market success.

4.
The Changing Media Landscape
The Internet
The invention of the computer,
internet and mobile telephone has
changed our world and the way we
communicate.
Setting a Basis
for Interactive
Communication
Today, the changing media
landscape offers an opportunity to
change media selections and also
offers an opportunity for the co-
creation of value between
businesses and their Consumers.

5.
From Mass Media to YOU Media
The Creation of a World-wide Web
• With the coming of the world-wide-web and with it the e-mail, blogs, pods and chats as
well as mobile-telecommunications offering a platform for verbal exchange, music and
picture downloads as well as multi-media and text messaging, the world has changed.
Media Fragmentation
• In this era of media fragmentation, the power of the Consumer springs from his/her ablity
to make a choice in terms of media selection as different from the old net-works which
tended to box the Consumer in.
The Era of Mass Customisation
• To sway the Consumer therefore, you must listen to the things that informs his/her
choices and customise your communication platform and the content of your media
messages to suit the demographics and psychograpics of the Consumer.

6.
The Death of One Message Fits All
As the world evolves,
so do the differences
in demographics and
psychographics
become deeper.
DIFFERENCES
However, in this era of
media fragmentation,
the Consumer has not
only found his/her
voice but now leads
the communication
trends.
DIVERSITY
Consumers now tell
the brand story
themselves as
opposed to the
traditional way of
thinking for the
Consumer - data now
dominates decision.
DATA-DRIVEN

7.
The Creation of Social Media
Social networking services
started as directories of
some categories such as
former classmates
It gradually created means
to connect with friends
(usually with self-
description pages), and
recommender systems
linked to trust.
Popular methods now
combine many of these,
with Facebook and Twitter
being the most widely used
Social networking began to
flourish as a component of
business internet strategy at
around March 2005 when
Yahoo launched Yahoo! 360°
It is estimated that
combined there are now
over 200 social networking
sites

8.
3a
TheCreation oftheDigitalMediaSpace
There are 7 categories within the Digital Media Space:
Digital Media
Social News Media Sharing
Micro Blogging
Blogs and ForumsSocial
Networking
Email /
Newsletters
Mobile App

9.
3d
Micro-Blogging
Micro Blogging promotes creative and nuanced thought by encouraging users
to test those boundaries and produce something unique and different.
Content is truly Infinite
Communicating on the Digital Space

10.
Blogging Blogging is a more traditional digital
medium. It's accessibility for both
audience and blogger is why amidst the
mass production of content, blogging is
still one of the most effective ways to
engage and share traditional
journalism within a new age platform
Communicating on the Digital Space

11.
Communicating on the Digital Space
Mobile networking is a direct way of passing
across information to close contact. It is the
first and most direct way of communicating in
Digital Media.
Mobile
Networking
• It is accessible anywhere, friendly with shorter content, different and more
interactive.
• It is a very effective means of communication on the Digital Media. It has no
boundaries and contents doesn’t have to come from a journalist or a
professional writer.
• Mobile is a means of digital communication that brands should pay attention to.

12.
Communicating on the Digital Space
Mobile Applications
Creating tech
possibilities and
aggregation
opportunities
Deployed on
Mobile with
opportunities
for download
Mostly built to
track usage data
and insights

13.
Communicating on the Digital Space
Chat Platform
Creates one-
on-one or
group
conversation
possibilities
A Java based
system
It is composed
of two major
sub-systems – a
server and
client
Server and
Client are
connected by a
socket
Offering more
intimate
communication
opportunities

14.
From Mass to Target Marketing
The old model of dumping
messages started to wane with
the advent of the internet
platforms as these platforms
provided a more interactive
basis.
01
Target marketing grew from a
better understanding of the
consumer. As consumers
began purchasing and using
products, information on
consumer’s lifestyle and
consumption patterns became
more readily available.
02
Data analysts thus began
associating products to the
customers who were buying them.
And it was through these analysis
as well as rising competition that
Organisations began to understand
that customer data could be as
valuable as the product data. Thus
evolved the term “target
marketing.”
03

15.
Sponsored Stories on Facebook and Live
Coverage
Articles published on
blogs will be used as
sponsored stories on
Facebook.
Live coverage of events
and activities with notices
to friends and followers

16.
Twitter and Instagram Influencers

17.
Search Engine Marketing
Creating Visibility and
Commanding attention.
• Target Group
• Links
• Content
• Search
• Ranking
• Performance Measurement
By prioritizing certain
kinds of content through
a cycle:
• Keyword Research
• Conversion Analyst
• Ad Copy Creation
• Campaign Operation
• Campaign Management

18.
Online & Mobile Ads
Description:
Content and stories
pushed through online
and Mobile Adverts

19.
2. Context and Content Convergence

20.
New Media Platforms and the Consumer
ENTRANCE
• The migration of
communication and marketing
to the internet via virtual
communities and e-commerce
platforms and a host of other
professional, cultural, lifestyle
and marketing centres which
deployed the internet.
EMPOWERMENT
• The empowerment of the
consumer as he/she now had
media and message options.
ENABLEMENT
• Unlike the old model where
the consumer had to
frantically search and pay for
information, the internet
availed a quick and free or
affordable access to cultural,
professional, lifestyle and
marketing information.

21.
The Consumer as ‘Slave’ to Information
• With the empowerment of the
media Consumer came a slavery
for information in the sense that
the Consumer’s lifestyle became
tuned to these new platforms.
• From the pocket diary, the pager,
the laptop, the ipod to the mobile
phone with GPRS -4G to other
multi-media messaging platforms,
the modern media Consumer is
caught in an addictive position
from which he/she cannot be
easily extricated.
ENSLAVEMENT
• It started out as a work and leisure
enhancer and gradually became
addictive as the receiver suddenly
became dependent on this new
platforms for running his/her life.
ENHANCER

22.
Life Without the Internet and the Mobile Phone
Scenario

23.
The Medium is the Message
Today’s media platforms such as blogs, chats, sms and e-mails
affects messaging and mass communication.
It is widely held that that
one medium translates
the content of another
medium - "the content of
a medium is always
another medium."
This is because there is a
distinct form to each
medium which affects
the content of that
medium;.
Each new form of media
shapes messages
differently thereby
requiring new filters to
be engaged in
experiencing it
“...it is the medium that shapes and controls the scale and form of human association and action. The content
or uses of such media are as diverse as they are ineffectual in shaping the form of human association. Indeed, it
is only too typical that the content of any medium blinds us to the character of the medium”.
- McLuhan's Understanding Media: The Extensions Of Man

24.
Mass Messaging and Mass Production
MASS PRODUCTION AND MASS
MASSAGING
• Mass messaging grew along
sides mass production.
• Mass production has evolved
into mass customization; for
example producers of
products can now build the
right products for specific
targets and make each one
cater specially to each one of
the multiple personalities who
consume their products.
PEOPLE CENTRED PRODUCTION
• The media, like production,
has changed dramatically with
technology.
• People have become the
centre of both. If you want to
sell a product to people today,
you better know what they're
thinking, or else you’re not
selling anything.
A FRAGMENTED UNIVERSE
• Most products can provide a
value to someone,
somewhere. The task then
becomes to find them, and
then to find how many there
are.
• In the past advertisers flash
their message on the airwaves
and find their targets, now the
target is scattered and harder
to find.
• Most are still using mass
media, but their schedules
have changed and there are
more than the traditional
channels.

25.
3. Gate-keeping in an Open World

26.
26
C Universe
Public
Core Target
The Context
Positioning Image
Issues
Crisis
Campaigns and Engagements Trials
Moment of Truth
Target
Performance
Sales

27.
Public Opinion: The Actors
•The media
•The Entity
Public opinion
•The
public

28.
Elements of Public Opinion
Public
Opinion
Beliefs
Values
Norms
Knowledge
Public Opinion is
usually an effect of media
coverage:
1. Influence the decoding
by audiences: the
setting of media
agendas and framing
2. Influence audience
decoding via effect on
knowledge, attitudes,
and practices.

29.
The Conceptual Model for Agenda Setting
Personal Experience and Interpersonal Communication
Real World Indicators of the Importance of an Agenda, Issue or Event

30.
Is There Really a Gate-keepers?
Who decides what’s worthy
of your attention — a Web
administrator, a newspaper
columnist, a talk show host,
a radio disc-jockey, an
influential blogger, an
administrator of an online
community, the back-end
operators of a telephone
company?
In the perfect world, the
answer would be that each
person should be their own
gatekeeper. The reality is
that you do not own and
therefore cannot
manipulate these platforms.
So, the answer is: there is
no gate. There are many
waypoints, many street
signs, and many ways to go,
but no one is barring the
gate, or deciding who is let
in. This is confusing if we try
to apply the old map to the
new territory, but not if we
try to perceive the new
media universe as it is.
“And it is only on those terms, standing aside from any structure or medium, that its principles and
lines of force can be discerned. For any medium has the power of imposing its own assumptions on
the unwary”.
- McLuhan's Understanding Media: The Extensions Of Man

31.
Old Vs New Gate-keepers
Proprietor Platform Owner
• Publisher
• Editor In-Chief
• Editors
• Algorithms
• Influencer
• Major
• Mini - Micro
The Universe
Consumer
Media
Feedback

32.
The Real Gate-keepers
Institutional
authority
If you agree with the editorial stance of a particular medium or company, then you
allow them to decide what's important and your life is easy.
Individual
authority
If you like what the communicator has to say about your area of interest, he
becomes an authority.
Emergent
authority
If you trust in the wisdom of a particular crowd, then you’ll agree with their
collective decision about what is interesting and what is not.
Machine
authority
Various software approaches to determining what is important, like Google mine the
social gestures that people leave behind, like links and traffic, and pass it through an
algorithmic blender, to yield a metadata-based approach to what is most important.

33.
Thank You