Digital Delta. Herlander Elias
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is based” (apud Meyers & Gerstman, 2001, 69). Back to the corporations and the brand worlds again. This elasticity, this versatility is what makes brand worlds coming closer to us. In addition, the future growth will rely on one fact: differentiation disguised as an innovation. And with user-consumers using several different media at the same time, brand worlds must resist cross-media consumption or apply cross-media campaigns. Pretty much like Fred Horowitz notices: “consumers are multichannel, with and without the Internet” (apud Meyers & Gerstman, 2001, 40). But of course, they are mostly online these days.
What is happening is that the “the younger generations use the platforms the same way you do: strategically. Their goal is to get their message out and stay relevant” (Primo, 2014, para.7). Everybody follows the profiles of the brand world. People want to connect, be different and follow a lifestyle, get richer, be a better consumer, stay informed and make the best choices. The real question here is that strategic communication is no longer just an asset of corporations and media conglomerates. As Primo notices, younger generations use the platforms in a strategic kind of way. This is a major change. Nobody is just a part of a passive audience; they are user-consumers who got emancipated.
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