Digital Communication Management - Question & Answers

Running Head: DIGITAL COMMUNICATION MANAGEMENT
Digital communication management
Question & Answers
Australia
4/17/2018

DIGITAL COMMUNICATION MANAGEMENT
1
Brand Campaign
In January 2016, Coca cola launches the brand campaign “One Brand” through a music
concert. In the event Sewell perform the theme melody featuring the campaign of the
company. In this campaign company launches Coca-Cola, Coca-Cola Light/Diet Coke, Coca-
Cola Zero, and Coca-Cola Life in order to unite the world under one Brand. For this
campaign company teamed up with Avicci in order to develop the song “Taste the Feeling”.
And for the interactive digital experience, company provide a DJ “Gif the Feeling” behind
the music. Other digital marketing agencies Mercado-McCann, Santo, Sra Rushmore and
Oglivy & Mather worked for the campaign with another six digital marketing agencies to
deliver the perfect campaign. In the world of technology advertisers need to improve their
technical practices. To use the opportunity to create some innovative campaigns which
integrate the digital world with the real one, Augmented Reality is very important for the
advertisers.
Augmented reality is a view of real world elements in which the elements are augmented
using graphical effects. Advertisers use the Augmented Reality to increase the engagement of
viewers with their campaigns. Advertisers use augmented reality for different purposes like
three dimensional thinking, primary story telling medium, virtual tours in physical (brick and
mortar shops), extending live experiences, use it as a creative social media tool and
experiencing products in e-commerce settings. In display networks advertises are generally
shown in two Dimensions but using augmented offers a wide range of possibilities for three
dimension display.
Advertisers and marketers, all are telling stories. And augmented provide an immersive
platform for this purpose and make the story telling more effective for the markets.

DIGITAL COMMUNICATION MANAGEMENT
2
In virtual tours of brick and mortar (physical) shops allows the buyers to learn about the
product and services in detail and adds a fun element too.
Sensis social media report findings
On social media I follow many international brands like Nike, Adidas, Puma, CR -7 etc. In
the report it is found that in the beginning there was a hike in the number of followers of
social media advertising by the brands. And then after due to some issues like there are too
many ads, too much content, sometimes too little content brands lose their followers. And I
agree with this report findings as initially there was a good access of the learning about the
new products of different brands. But then after there was a flood of fake brand advertisers
which is very disappointing and I stopped following any brands. These fake brand
advertisements mislead the customers. Sometimes these brands use so many add in irrelevant
to their product which irritates the viewers most. There are some other reasons for customers
to un-follow the brans pages like too much content, irrelevant and unappealing content etc.
for example initially there were only few pages of Nike operated by different store operators
of Nike. And now there are so many pages, by the name of Nike, which are operated by the
fake users to get likes and share which makes the real effort, to know about the product,
waste. Similarly with Adidas sometime there is so much content on the pages, which makes
the customers confused to get the one which is best for them. On the other hand content on
CR-7 page is too little that it is no more useful.
Recently I have stopped following Nike brand on Facebook. I stopped following because
there are too many fake pages which were misleading me to get the information about the
original product. And I spend too much time to know about the product and in the last when I
found that the page I was visiting is the fake one, it irritates and disappoints so much. In
finally I stopped following this brand on Facebook.