Why do you think that more and more communicators opt for the world of digital marketing?
I always say that being a graduate in Audiovisual Communication and exercising a large part of my career in media has greatly favored my “recycling” to the digital environment.
After all, communication is part of the DNA of the digital environment. I learned to capture the attention of the audience on television and now I’m still capturing it, although the channel is different and the actors too.
The basic structure of the communication environment remains, an emitter and a receiver. What has changed is the idiosyncrasy of each communicational actor. The audience before was much more faithful to a television channel, regardless of the content offered.
Transferred to the digital environment, the user of the web is less faithful, is always looking for new content and specific information, As SEOS, we work to give them the best answers. Direct traffic to a specific website is decreasing exponentially, hence the importance of good optimization.
Regarding the last actor of the communicative act, the receiver, has multiplied and divided into two very different types: the “human” user and the crawlers of the internet search engines.
Perhaps, the most complicated thing for communication professionals that have opted for digital marketing, is to understand that the process is no longer unidirectional and that the receiver and the emitter are constantly changing roles. No one is an omnipotent sender, anyone can be a source of information and the receiver turns to the sender when using social networks, for example.