Transformation of media landscape
The media landscape is experiencing a profound transformation. It only took a few years for digital platforms, social networks, forums, and chat rooms to fundamentally change the way people communicate with one another. New audio and video technologies now provide more communication options while powerful mobile systems allow users to be online at all times. Catchphrases such as consumerization, Web 2.0, social media, digital natives, and multi-channel have become part of our vocabulary, providing tangible markers of the shift.
Active participation of users
Simultaneously, the participants in these communication processes have also changed. Those once categorized as readers, listeners, and viewers no longer see themselves as passive consumers. They want to participate in content creation within the new media as part of a dialogue they help to define. They want to actively and creatively take part in the communication and contribute their own content, whether it be a comment in a forum, a product review, a video, or an entry on their own blog.
Traditional media such as daily newspapers, magazines, radio, and television do of course still exist. But they are clearly on the defensive now. They need to reposition themselves and discover new business models to hold their own against a competition whose economic foundation no longer lies within the publishing industry.
New requirements for corporate communications
These developments have changed the fundamentals of corporate communications. New media, new channels, and new behaviors require new procedures and tools — simply continuing to use tried and true methods in their current form doesn’t work. The traditional tools of the trade have not become completely irrelevant, but they do need to be re-defined within a new communication framework.
Companies are finding it difficult in this new and very rapidly changing environment to communicate their messages to business partners, prospective clients, employees, or any specific segment of the public in a targeted and efficient manner. Social networks, forums, and user review portals have become a central focus for companies because business partners — both potential and existing ones — use these resources to gather information and form a basis for their decisions. Since decision-makers in companies are increasingly part of a generation for which new media are a natural part of everyday life, future decision-making processes will tend to move in this direction. As a consequence, companies will no longer be able to ignore this new media environment.
But establishing the expertise and internal resources necessary to meet these new challenges is a lengthy and difficult process.
That’s where BRANDmacher comes in.
To make the rapidly-changing digital media landscape navigable, we've developed our unique, “agile” methodology: An iterative approach is used with regular feedback loops at all levels including the planning and execution phases, both within the team and with the customer. This affords us maximum flexibility and control, providing our customers measurable success.
With our in-house editorial staff, experienced communication consultants, specialists for video and web 2.0, and an instinctual grasp of markets, we are driven to succeed by sustainably positioning our customers and their messages. Just as our motto says, we specialize in “Making brands" — both with new digital media and the traditional media environment.