Introduction in Digital Communication (Crossmedia Seminary 2006)

2. Digital Marketing/Communication Cross Media Integration Cross Media Seminar 2007

41. Digital Poster / Signage Custom images are digitally delivered to sign-like devices located throughout retail environ-ments, the enterprise or in the street. The advantages of digital signage include the rapid ability to update content, and the ability to deliver specific messages to specific target audiences in specific locations. Digital signage helps to merge the industries of advertising networks and point of purchase display merchandising.

46. Interactive Projections

47. Nano Technology The next big thing!

50. The Future Store - Features

51. The Future Store - Features

53. Consumer‘s Worlds In the virtual world , they aspire to explore their Youniverse and probe all facets of it. In the virtual playgrounds, they want to interact, exchange, try out, discover and experiment. It’s all about the experience of their own personality (through different identities), of relationships with others (through different stories and situations) and of life as a whole (through diff. environments and set ups). At home , when deliberately disconnected from the outside, consumers aim at enjoyment, and passively consume selected entertainment and information - fitting their current interests and momentary moods best. In the mobile world , consumers intend to connect with their peers as well as with information, services and entertainment. Mobile playgrounds should enhance their time while commuting and improve their quality of life.

56. KEY ISSUES KEY ISSUES

67. Overview and Rating of Digital Approaches

69. KEY SUCCESS FACTORS KEY SUCCESS FACTORS

71. Communication Architecture

72. Function of Media in the Communication Life Cycle Approach, content and form according to mind set and needs of consumers in the specific phase Mobile Mrkt. Online Mrkt. Guerilla PR Website POS Promotion DM Event Radio Print OOH TV Loyalty Action Consideration Awareness

74. Examples

76. Touchpoints und Hooks (Consumer Journey) F200 F12 Print Internet F200 Wildplakat BTL Internet Gerät Angebot Angebot Incentive Angebot Incentive Angebot Incentive

77. Communication Architecture - Event Event Infos Community Area Background Information Event Ticket-Bestellung/-Kauf Follow Up Communication Newsletter Abo